From Bristol to Glasgow: Why top PR talent isn’t just in London
London has long been the centre of gravity for PR — but the talent map is shifting. As hybrid working becomes the norm and regional media hubs grow in influence, agencies and in-house teams are rethinking where great work gets done, and where the next brilliant hire might come from.
London still plays a pivotal role in the UK’s PR ecosystem. It’s home to many of the largest agencies, national media outlets and global clients. But it’s no longer the only source of creative firepower.
Cities like Manchester, Bristol, Leeds and Glasgow now host thriving PR communities, supported by strong local economies and media infrastructure — from MediaCityUK to Channel 4’s Leeds base.
For employers, this means opportunity: access to experienced professionals who’ve chosen to live outside the capital, and emerging talent who bring fresh perspective and regional insight. The challenge isn’t abandoning London — it’s broadening the lens. Because the best ideas, and the best people, aren’t all inside the M25.
London still leads – but doesn’t stand alone
London remains a major force in UK PR — and for good reason. According to the Levelling Up the Public Relations Profession (CIPR) some 35% of the PR workforce is London-based, reflecting the city’s continued pull for talent, opportunity and proximity. It remains a base for top-tier agencies, major media organisations and international brands.
However, that means a colossal 65% of the in-work talent pool is based outside London. The media hubs popping up across the UK offer access to regional insight, creative talent and clients who want campaigns that resonate beyond the capital .
For PR employers, there’s now a real opportunity to tap into both talent and business further and wider than ever before.
PR talent is moving
As consumer PR director Rebecca Broomfield writes in her recent piece for PRWeek, the idea that leaving London means leaving ambition behind is outdated.
Since the pandemic, we’ve seen a quiet but steady redistribution of talent. Some of the best PR professionals — from Account Executives to Creative Directors — are choosing to live in Bristol, Leeds, Glasgow, or Newcastle. We even know of founders who have gone fully rural. However, they’re not compromising on the quality of work.
This isn’t just anecdotal. It’s translating into growth for regional PR. The Agency by Agency 2025 report found that several markets are growing significantly, with Wales, Scotland and the North West all expanding by more than 11%.
More evidence comes from the PRCA PR Census 2024, which found that salaries are growing in the regions, with Yorkshire and the Humber seeing a 31% rise. However, the going rates are still well below average London pay.
What this means for your recruitment plans
At PR CROWD, we’re not abandoning London — far from it. But we are advising clients to think more flexibly. That might mean:
Considering hybrid or remote options for roles that don’t require daily face time with clients.
Tapping into regional talent pools for specialist or senior hires who’ve relocated for lifestyle or family reasons.
Being open to candidates who can travel to London but don’t live there.
We’ve placed exceptional talent from places such as Brighton, Bath, and Birmingham into leading agencies. These professionals offer a ton of fresh perspectives and a good understanding of regional comms — ensuring campaigns resonate far beyond the capital.
Expanding access to great candidates
There’s also another issue at play. As Broomfield points out, London-centric hiring can unintentionally exclude great people.
Entry-level salaries haven’t kept pace with the cost of living and without family support or local roots, many talented young people simply can’t afford to start their careers in the capital. If we want a more diverse, representative industry, we need to meet talent where it is — not just where we’ve always been.
So what’s next?
We’re definitely not calling time on London: it’s still the beating heart of UK PR. But we are suggesting a broader lens that includes the ever-richer regional talent pool.
The UK PR industry is evolving — geographically, culturally and structurally. Employers who stay open to regional talent, hybrid models and lived experience beyond the capital will be better placed to build teams that reflect the clients and communities they serve.
Discover talent shaping PR across the UK. Connect with Gavin at PR CROWD for a quick, no-pressure chat.