Tips on hiring a PR manager in 2024

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In today’s fast-paced, media-driven world, maintaining a positive public image is more crucial than ever for any business. This is where a Public Relations (PR) manager comes in. Whether you're a startup aiming to make a mark or an established company looking to reinforce your reputation, the right PR manager can be a game-changer. They navigate the complexities of media relations, crisis management, and public perception, ensuring your brand stays in the public's good graces.


What does a PR manager do?

A PR manager is a strategic communicator who shapes and maintains the public image of a company. Their multifaceted role involves developing PR strategies, creating content, managing media relations, handling crises, monitoring public opinion, coordinating campaigns, and analyzing performance. 

Key Responsibilities of a PR Manager:

Developing PR Strategies:

One of the primary responsibilities of a PR manager is to develop comprehensive PR strategies that align with the company’s overall goals and objectives. This involves identifying target audiences, setting clear objectives, and determining the best ways to communicate key messages. A well-crafted PR strategy can help enhance the company's reputation, attract customers, and achieve business goals.

Writing Press Releases and Other PR Materials:

PR managers are skilled writers who create a variety of content to promote the company. This includes press releases, speeches, articles, blog posts, and social media updates. Each piece of content is designed to communicate the company’s messages clearly and effectively, ensuring that the public receives accurate and positive information about the company.

Managing Media Relations:

Building and maintaining relationships with journalists, bloggers, influencers, and media outlets is a critical part of a PR manager’s job. They serve as the primary point of contact for the media, pitching stories, coordinating interviews, and responding to inquiries. Strong media relations help secure positive coverage and increase the visibility of the company.

Coordinating PR Campaigns:

PR managers plan and execute PR campaigns that promote specific products, services, or initiatives. This involves working closely with marketing and other departments to ensure a cohesive and integrated approach. A successful PR campaign can generate buzz, attract media attention, and drive business results.


What to look for in a PR Manager?

Hiring the right PR manager is a crucial decision for any business, as they play a vital role in shaping and maintaining the company’s public image. To ensure you choose the best candidate for this important role, there are several key qualities and skills you should look for during the hiring process.

Relevant Experience and Track Record:

One of the most important factors to consider is the candidate’s experience and track record in public relations. Look for someone who has:

  • Proven Success: A history of successful PR campaigns and media placements. Ask for specific examples of campaigns they have managed and the results they achieved.
  • Industry Experience: Experience in your specific industry can be highly beneficial. They will have a better understanding of industry trends, key players, and relevant media outlets.
  • Crisis Management: Experience in handling crises effectively is crucial. Inquire about past situations where they had to manage negative publicity and how they resolved it.

Media Relations Expertise:

Effective media relations are at the heart of a PR manager’s role. Look for candidates who have:

  • Established Media Contacts: A network of contacts within the media industry can be invaluable. They should have relationships with journalists, bloggers, and influencers relevant to your business.
  • Pitching Skills: The ability to pitch stories to the media and secure coverage. Ask for examples of successful pitches and the resulting media placements.

Crisis Management Skills:

In times of crisis, a PR manager’s role becomes even more critical. Key crisis management skills include:

  • Calm Under Pressure: The ability to remain composed and make sound decisions during a crisis.
  • Crisis Communication: Experience in developing and executing crisis communication plans. Ask about specific crises they have managed and the outcomes.
  • Problem-Solving: Strong problem-solving skills to quickly identify solutions and mitigate damage.

Technical Proficiency:

Modern PR involves using various tools and platforms. Ensure the candidate has:

  • PR Software Skills: Proficiency in PR software and tools, such as media monitoring and analytics platforms.
  • Social Media Savvy: Strong understanding of social media platforms and how to leverage them for PR purposes.
  • AI Proficiency: Understanding and utilizing AI tools for media monitoring, content creation, sentiment analysis, and performance measurement. AI proficiency allows PR managers to enhance their strategies, improve efficiency, and stay ahead of industry trends.


Should You Hire a PR Manager or a PR Agency?

Deciding whether to hire a PR manager or a PR agency is a crucial decision that can significantly impact your business's public image and communication strategies. Both options come with their own sets of advantages and considerations. Here's a detailed comparison to help you make an informed choice.

Advantages of Hiring a PR Manager

In-House Expertise

Deep Understanding of Your Brand: An in-house PR manager can develop a deep understanding of your company’s culture, values, and products. This familiarity allows them to create more authentic and aligned PR strategies.

Direct Control: Having a PR manager on your team gives you direct control over PR activities. This can lead to quicker decision-making and a more agile response to emerging situations.

Consistency: An in-house PR manager can ensure consistency in messaging across all channels. They can maintain a coherent narrative and tone of voice that aligns with your brand.

Cost Efficiency

Fixed Salary: While hiring an in-house PR manager involves a fixed salary, it can be more cost-effective in the long run, especially for ongoing PR needs. You avoid the variable costs associated with agency fees.

No Retainer Fees: Unlike agencies, which often require retainer fees, an in-house PR manager's compensation is straightforward, typically including a salary and benefits.

Integration with the Team

Collaboration: An in-house PR manager can work closely with other departments, such as marketing, sales, and product development. This collaboration can lead to more integrated and effective campaigns.

Cultural Fit: They can become a part of your company’s culture, understanding its nuances and being better positioned to represent it accurately to the public.

Advantages of Hiring a PR Agency

Diverse Expertise

Broad Skill Set: PR agencies have teams of professionals with diverse skills and expertise, from media relations and content creation to crisis management and social media strategy.

Specialized Knowledge: Agencies often have specialized knowledge in various industries and can bring a wealth of experience and insights to your PR efforts.

Extensive Resources

Media Contacts: Agencies typically have extensive media contacts and relationships, which can be leveraged to secure coverage and amplify your message.

Advanced Tools: They have access to advanced PR tools and technologies for media monitoring, analytics, and campaign management, which might be costly for a single business to invest in.

Flexibility and Scalability

Project-Based Work: Agencies offer flexibility, allowing you to scale PR efforts up or down based on your needs. This can be particularly beneficial for short-term projects or specific campaigns.

Multiple Perspectives: Working with an agency provides access to multiple perspectives and creative ideas, which can lead to more innovative and effective PR strategies.

Considerations When Choosing

Business Size and Needs

Small to Medium Businesses: For smaller companies with limited budgets and less frequent PR needs, an in-house PR manager might be more cost-effective and better integrated into the company's daily operations.

Large Enterprises: Larger companies with complex PR needs or those undergoing significant changes, such as mergers, acquisitions, or product launches, might benefit from the extensive resources and expertise of a PR agency.


Cost of In-House Manager: Consider the total cost of hiring an in-house PR manager, including salary, benefits, and training. This cost should be weighed against the agency fees, which can vary widely based on the scope of work.

Agency Fees: Agencies might charge retainer fees or project-based fees, which can add up depending on the level of service required. Ensure you have a clear understanding of all costs involved.

Long-Term vs. Short-Term Needs

Long-Term Needs: If your company requires ongoing PR support and consistent messaging, an in-house PR manager can provide continuity and a deep understanding of your brand.

Short-Term Projects: For specific, short-term projects or campaigns, a PR agency can offer the expertise and resources needed to execute a high-impact strategy without a long-term commitment.


                                                                       Image Credit- Zara Picken

Using Creativepool

Looking to hire a PR Manager? Creativepool has thousands of talented members waiting to make your project shine.

There are 3 ways for you to find a PR Manager on Creativepool.

Search and Contact

Are you looking for more control over your collaborations and the selection process? Taking a proactive approach to talent scouting involves directly searching for talent and handpicking individuals you’d like to work with.

Here’s how it works: Simply search for PR managers and explore the results. You’ll have the opportunity to review their projects, CVs, and resumes, allowing you to make an informed decision for your next hire.

At Creativepool, we utilize a set of indicators to rank our members based on their job titles. By exploring the top 25 ranked PR managers, you can efficiently discover the most talented individuals on our platform. However, don’t overlook the potential of finding untapped talent among our thousands of other skilled members.

Once you identify a professional whose style and experience align with your requirements, reach out to them directly by clicking on the message tab. If you have a specific vision for the type of creative professional you’d like to collaborate with, utilizing our search feature is the ideal approach.

Once you’ve discovered a professional whose style and experience resonate with your needs, reach out to them directly by clicking on the message tab. If you have a precise vision of the type of creative professional you’d like to collaborate with, searching is the ideal approach.

Post a studiogig 

Looking for a freelance PR Manager? The quickest way to find available talent is to advertise your brief. With us, briefs for individuals are called studiogigs.

Posting your role is a simple process. Once you submit it, we kick into action behind the scenes to find the perfect talent for your requirements. After advertising your brief, all you need to do is sit back and wait for direct applications from interested candidates

Post a job 

If you are looking for a permanent PR Manager, then advertising a PR manager job is the best way to attract talent. The process is identical to posting a studiogig.

Once you post your role, we’ll carefully review the advertisement details. We’ll then send job alerts to our community members who closely match your criteria, and your role will be prominently featured on our jobs board. Interested StudioGigs applicants will apply directly to you.

Whether you’re posting a job or a StudioGig, or if you’re searching for talent, rest assured that you retain full control over whom you choose to hire. There’s no obligation to select any of the applicants, and you can negotiate rates directly with them.

If you need any help on your talent hunt. You can chat with us or send us a message. We'd be happy to help.

Post a StudioBrief

Looking for a PR agency? The quickest way to find an available PR agency is to advertise your studiobrief. With us, briefs for agencies are called studiobrief.

Posting your brief is a simple process. Once you submit it, we kick into action behind the scenes to find the perfect studio for your requirements. After advertising your brief, all you need to do is sit back and wait for direct applications from interested studios or agencies.


                                                                         Image Credit- Ben Marshall


Hiring the right PR manager requires careful consideration of their experience, skills, and fit with your company culture. By focusing on these key qualities and thoroughly evaluating candidates, you can find a PR manager who will effectively manage your public image, build strong media relationships, and help your business thrive. Remember, the right PR manager is not just about handling media relations but also about strategically enhancing your brand’s reputation and ensuring its success.


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