Hiring in PR and communications can feel deceptively hard. On paper, there are plenty of candidates. In reality, the best people are often not actively applying, and the “right” hire is usually about sector fit, writing quality, stakeholder confidence, and cultural alignment — not just a job title.
If you’re considering using a PR recruitment agency (or a specialist PR headhunter), this guide will help you choose a partner who can deliver a shortlist you can actually hire from.
What a specialist PR recruitment agency should do (beyond sending CVs)
A good PR recruitment partner should reduce your time-to-hire and improve quality — without flooding you with irrelevant profiles.
Look for a process that includes: - A proper briefing (role scope, success measures, team dynamics, stakeholder expectations) - Market mapping and targeted outreach (not just job board applications) - Screening that tests writing, judgement, and client/stakeholder management - Honest feedback on salary, title, and candidate availability - A curated shortlist (quality over quantity)
7 questions to ask before you appoint a PR recruiter
Use these to quickly separate generalist recruiters from true PR/Comms specialists.
1) Do you specialise in PR and communications, or is it one of many desks?
PR hiring is niche. A specialist will understand: - The difference between earned media PR, corporate comms, and brand comms - Sector nuance (B2B tech vs consumer vs financial/professional services vs public affairs) - What “good” looks like at each level (AE through to Director)
2) Where will the shortlist come from?
If the answer is mainly “our database” or “we’ll post the job”, you may get a generic outcome.
A stronger answer includes: - Proactive headhunting - Target lists of relevant agencies/in-house teams - Outreach to passive candidates - A clear plan for diversity of sources
3) How many CVs do you typically send?
More isn’t better. A tight shortlist is usually a sign of: - Strong briefing - Real screening - Confidence in the match
If you’re regularly receiving 15–30 CVs, you’re doing the filtering — not the recruiter.
4) How do you assess quality for PR roles?
For PR and comms, you want a recruiter who can screen for: - Writing quality and clarity - Commercial judgement - Stakeholder confidence - Sector credibility - Evidence of outcomes (coverage, narrative change, reputation management, pipeline support, policy influence, etc.)
5) What will you challenge me on?
A good recruiter will push back (politely) when something won’t work, for example: - Salary misalignment - Unrealistic hybrid expectations - Title inflation - Asking for three jobs in one hire
6) What does your process look like week by week?
Ask for a simple roadmap with timelines. You should hear something like: - Week 1: briefing, mapping, outreach - Weeks 2–3: screening, first shortlist - Weeks 3–5: interviews, feedback loops - Final: offer management, notice periods, onboarding support
7) How do you handle confidentiality?
This matters if you’re replacing someone, hiring quietly, or operating in a small niche.
Red flags to watch for
If you see these early, you’ll likely feel the pain later: - They can’t explain where candidates will come from - They promise “loads of CVs quickly” without understanding the role - They don’t ask about culture, stakeholders, or success measures - They avoid salary conversations - They don’t know your sector (or confuse PR disciplines)
UK-wide hiring: what changes outside London?
UK-wide PR hiring is absolutely doable — but the approach needs to match the market.
Key considerations: - Candidate pools vary by city and specialism (and some niches are genuinely scarce) - Hybrid expectations need to be realistic and clearly communicated - For in-house roles, clarity on stakeholder access and progression matters a lot - For agency roles, client mix and account structure can be the difference-maker
A specialist recruiter should be able to advise on where the strongest talent is likely to sit for your role, and what trade-offs you may need to make.
How PR CROWD works (in plain English)
PR CROWD is a specialist PR & communications recruitment partner. We focus on quality shortlists, cultural fit, and hires that stick.
What you can expect: - A proper briefing and honest market feedback - Proactive search (not just waiting for applicants) - Curated shortlists (no CV spam) - Clear communication throughout the process
FAQs
How much does a PR recruitment agency charge in the UK?
Pricing varies by model (contingency, retained, fixed-fee advertising + shortlist management). The right model depends on urgency, role seniority, and how niche the brief is.
How long does it take to hire PR talent?
It depends on seniority and notice periods. Many PR and comms hires take several weeks from brief to offer, and senior hires can take longer.
Should I use a specialist PR recruiter or a generalist recruiter?
If the role is genuinely PR/comms (especially mid-senior), a specialist recruiter typically delivers a higher quality shortlist because they understand the discipline and can access passive talent.
Want a quick sense-check on your role?
If you’re hiring and want a quick, no-pressure view on salary, title, and candidate availability, email us and we’ll give you an honest steer.
Email: hello@prcrowd.co.uk