Hiring in the PR world is tough. Between rising rates, inconsistent freelancers, and the pressure to deliver high-impact media results, agency owners often find themselves stuck between over-hiring and under-delivering.
Yet, scaling your agency without burning out your core team requires support. That’s where hiring public relations specialists comes in—but only if done strategically.
In this guide, we’ll break down how to hire smart, avoid common mistakes, and bring in skilled help without draining your budget or compromising on quality.
Why Hiring Public Relations Specialists Is a Smart Move
Whether you’re running a lean PR consultancy or a growing boutique agency, the need for reliable, strategic support becomes clear quickly. Media outreach, client management, reporting, and content creation are all high-effort, time-sensitive tasks.
Hiring public relations specialists helps you scale client capacity, reduce turnaround time, and enhance the range of services you offer.
But most importantly, it keeps your agency from plateauing when your core team hits capacity.
Mistake #1: Hiring Too Fast or Too Cheap
The first pitfall agency owners fall into is hiring based on cost alone. While budget constraints are real, hiring someone just because they’re affordable can cost you far more in revisions, missed deadlines, and poor client experience.
Look for specialists who:
- Have measurable PR experience in your niche (e.g., tech, lifestyle, healthcare)
- Can show samples of past work and actual media placements
- Understand the nuances of media relations, not just content writing or social media
- Communicate clearly and consistently
Always request case studies or references, and avoid bringing someone on full-time before they’ve completed a project-based trial.
Where to Find Quality PR Talent
Gone are the days of hiring strictly from job boards. Here’s where top PR agencies are finding the best specialists today:
1. LinkedIn – Still one of the most reliable platforms to identify qualified talent. Look beyond open-to-work posts and search for individuals with proven project histories.
2. Industry communities – PR-specific groups like The PR Net or niche Slack groups are where the most skilled freelance specialists hang out.
3. Internal referrals – Ask your existing team or network for recommendations. The best hires often come from trusted introductions.
4. Freelancer platforms (selectively) – While not ideal for senior roles, platforms like Upwork or Contra can help fill short-term, task-specific needs if you vet thoroughly.
Defining the Scope of Work (and Pricing) Upfront
Avoid confusion or scope creep by defining the following before hiring:
- Number of clients or projects the specialist will support
- Tasks expected (e.g., pitching, media list building, reporting, content creation)
- Expected turnaround times
- Tools or platforms they’ll need access to
- Communication expectations (daily check-ins, weekly updates, etc.)
As for pricing, understand that experienced specialists may charge anywhere from $60 to $150 per hour, or flat rates for deliverables like press kits or outreach campaigns. Be clear about your budget range but willing to invest in proven expertise.
Hiring on a Trial Basis
Start every new hire on a 30-day or project-based trial. This gives both parties the chance to assess fit without locking into a long-term agreement. During this time:
- Review quality of work and attention to detail
- Track how well they follow brand and client voice
- Assess communication, punctuality, and ability to take feedback
Those first 30 days will tell you far more than a resume ever will.
Final Thoughts
Hiring public relations specialists doesn’t have to be overwhelming or expensive. When done with care and clarity, bringing in outside talent can unlock new revenue, improve delivery, and reduce stress across your agency.
But rushing into a hire without vetting, onboarding, or clear expectations will almost always lead to disappointment.
Take your time. Build a process. And treat hiring as a long-term investment—not a short-term fix.