Frequently asked questions about public relations recruiting
How do public relations recruiting agencies charge for placements?+
Most PR recruiting agencies work on contingency, charging 20 to 25 percent of the candidate's first-year salary upon successful hire. Retained search arrangements are less common but appear for senior VP and C-suite communications roles, typically structured as partial payments across search milestones. Some firms offer hybrid models that combine a modest upfront retainer with a reduced contingency fee. For contract placements of interim PR managers or crisis communications specialists, agencies usually add a markup of 40 to 60 percent on the contractor's hourly rate.
What types of public relations roles do these recruiting agencies typically fill?+
Public relations recruiters staff positions across the full spectrum of corporate and agency communications. Common placements include media relations directors, corporate communications managers, crisis communications specialists, social media strategists and investor relations officers. Agencies fill both generalist PR roles and specialized positions in healthcare communications, technology PR, financial services and consumer brands. They recruit for in-house corporate teams, PR agencies of all sizes and nonprofit organizations. Senior-level searches typically focus on vice presidents of communications, chief communications officers and agency partners with substantial client portfolios and P&L responsibility.
What certifications or licenses do these public relations recruiters typically screen for?+
Top public relations recruiters prioritize candidates holding the Accreditation in public relations (APR) from the Public Relations Society of America, which demonstrates mastery of strategic communications principles. They also screen for the Certificate in Principles of public relations and specialized digital credentials like Google Analytics and Hootsuite certifications. For crisis communications roles, certifications from the Institute for Crisis Management carry weight. Agency-side positions increasingly require HubSpot or similar marketing automation credentials. Media relations specialists benefit from broadcast media training certifications, while investor relations roles demand familiarity with NIRI's Certificate in Investor Relations.
What questions should I ask a public relations recruiter before signing a contract?+
Ask whether they hold APR or CPRC credentials and actively recruit for those designations. Confirm their placement record across agency and in-house roles, since the skill sets differ significantly. Request their average time-to-fill for crisis communications versus corporate communications positions. Inquire about their network depth in specific PR sectors—technology, healthcare, consumer goods—since media contacts and reputation management strategies vary widely. Clarify their fee structure, typically 20 to 25 percent of first-year salary on contingency. Finally, ask how they evaluate candidates' media training abilities and measurement competencies beyond traditional AVE metrics.
How long does a typical public relations search take from kickoff to hire?+
A public relations search typically runs six to twelve weeks from intake to accepted offer. Director-level roles often require eight to ten weeks given the emphasis on cultural fit and demonstrated media relationships. Specialized positions—crisis communications leads or investor relations heads—may extend to fourteen weeks as agencies vet candidates' industry contacts and counsel experience. The timeline shortens for mid-level communications managers when clients move decisively on reference checks and writing samples. Delays most often occur during stakeholder alignment on messaging strategy expectations rather than candidate sourcing.
How do PR recruiters evaluate candidates' media relationships and existing journalist networks during the screening process?+
Specialized PR recruiters request concrete evidence of media connections rather than accepting vague claims. They ask candidates to describe recent journalist interactions, verify which reporters they can reach directly versus through automated pitching and request examples of coverage they personally secured. Strong recruiters will discreetly validate these relationships through back-channel references with journalists or PR peers. They assess whether a candidate's network aligns with the hiring company's target media verticals and geographic markets. Accredited agencies also evaluate how candidates maintain their press lists and whether they have relationships beyond transactional pitch exchanges.