Why Every PR Agency Needs a PR Assistant in 2025

Between content deadlines, constant pitching, influencer coordination, and analytics, agency owners are overwhelmed. That’s why the demand for skilled PR assistants is rising sharply, and smart agencies are adapting.

A well-trained public relations assistant is no longer a “nice-to-have”—they’re a strategic asset. In this article, we’ll break down exactly how a PR assistant can streamline your workflow, save your sanity, and boost your bottom line.

What Is a PR Assistant and What Do They Do?

A PR assistant is a junior-level communications professional who supports day-to-day public relations tasks. They may be in-house, freelance, or contract-based, depending on your agency’s size and budget.

Their role often includes:

• • Building media lists

• • Monitoring press coverage

• • Drafting pitches and press releases

• • Coordinating logistics for events or interviews

• • Preparing client reports

• • Managing PR software tools like Muck Rack or Cision

Unlike administrative assistants, public relations assistants have specific training or experience in PR and media, making them capable of owning key parts of your client deliverables.

What a Public Relations Assistant Can Take Off Your Plate

Hiring a PR assistant is like buying back time. Here’s how they help you focus on growth, strategy, and high-value relationships:

• • Media Research & List Building: Assistants can manage outreach databases and build hyper-targeted media lists faster than most senior staff.

• • Pitch Drafting & Follow-ups: While you craft high-level strategy, they can execute and track individual email outreach.

• • Coverage Tracking: Instead of you scouring the web for mentions, your assistant monitors mentions and compiles clippings in real time.

• • Client Reports: Assistants pull metrics, write summaries, and format deliverables that make your agency look polished and professional.

• • Admin Relief: Scheduling, reminders, and internal communication tasks can be managed efficiently by someone in this role.
    
    

In-House or Freelance? You’ve Got Options

One of the best parts about hiring a PR assistant today is the flexibility. Many agencies are finding success with freelance PR assistants, bringing them on for specific projects or on a retainer basis. Others prefer the consistency and deeper integration of an in-house role.

Here’s a quick look at both options:

• • Freelance PR Assistant – Ideal for agencies that need flexible, project-based help. Cost-effective, but may require more onboarding time.

• • In-House Assistant – Best for agencies ready to invest in long-term support. Offers consistent help and easier integration, but comes with higher overhead.

Regardless of which path you choose, the right assistant can start delivering ROI within the first 30 days—if you onboard them well.

How to Onboard a PR Assistant Smoothly

Getting the most from your PR assistant isn’t just about hiring well—it’s about setting them up for success. Here’s how to integrate them quickly:

1. 1. Create SOPs: Document common tasks like building media lists, formatting press releases, and compiling reports.
   2. Set up tools access: Give access to shared drives, media databases, and project management tools like Trello or Asana.
   3. Weekly check-ins: Provide feedback early and often to reduce revisions and missteps.
   4. Shadow first, delegate next: Let them watch your process before handing over key client responsibilities.

Remember: assistants grow into their roles. The clearer your expectations, the faster they’ll deliver value.

Ready to Hire Your First PR Assistant?

Whether you’re burnt out or just trying to scale smart, a public relations assistant can be the most cost-effective hire you’ll make this year. The right assistant will free you up to do what you do best—pitching, strategizing, and closing big deals.