How to hire a PR manager

Navigating the world of public relations (PR) can be tricky business – especially since the wrong PR manager can put your brand's reputation on the line. Not only that, but a subpar PR pro can also shake customer and investor confidence and even land you in some sticky legal and financial situations.

We get it: Building a good PR team is no walk in the park. It's a specialized field with unique challenges, making it all too easy to miss the mark when hiring.

But don't sweat it! That's why we're here. 

In this guide, we break down what to look for in standout PR candidates, where to find them, and how to bring aboard a PR manager who can help take your brand to new heights.

What you need to know before hiring a PR manager

Here’s what to know before you search for your perfect PR manager.

Your company’s PR goals 

First, figure out how people currently perceive your brand – and how well-known it is – to decide what you need from your PR manager. 

For example, say your brand is new or entering a different market. You’ll want someone who can boost your visibility on social media, at industry events, etc.

On the flip side, maybe you’re facing issues because of past controversies or bad reviews. In that case, you might need a PR pro who’s great at crisis management and can repair your brand’s image with some positive storytelling and media magic.

Long-term vs. short-term needs 

Next, think about whether you need a PR manager for ongoing brand management and media relations or just for certain projects, like launching a new product. This will help you decide whether to bring on a full-time employee or team up with a freelancer for a bit.

Relevant industry factors 

Your industry can really shape who you pick for your PR team. For example, if you’re in finance or healthcare, you’ll need PR managers who know the ins and outs of complex industry regulations. 

On the other hand, if you’re in an industry that’s always under the microscope – like oil and gas or tobacco – it can be helpful to have someone who knows how to keep the public’s view of your brand steady and positive. 

And if you’re in an industry with a rapid news cycle, such as tech or politics, you'll want an adaptable PR team that can work quickly.

Skills and qualifications to look for in a PR manager

What skills make a PR manager shine? Let’s break them down.

Technical skills 

• Content creation: Writing killer press releases, blog posts, white papers, social media content, and more that grab your audience’s attention.

• Social media management: Using platforms like Instagram, LinkedIn, Twitter, and Facebook to build brand awareness, tackle PR issues, and engage with customers.

• Crisis management: Being the go-to person when things go wrong – developing damage control plans, finding ways to handle bad press, and guiding your company through tough times (e.g., through press statements). 

• SEO knowledge: Using knowledge of search engine optimization (SEO) strategies and tools like Google Analytics to ensure your PR materials show up – and stand out – in all the right places.

• Event planning: Organizing press conferences, product launches, and other promotional events that fit your PR strategy.

Soft skills

• Interpersonal skills: Building and maintaining good relationships with journalists, bloggers, and influencers across newspapers, television, podcasts, and other media outlets. 

• Strong communication: Great writing and speaking skills to craft engaging, persuasive PR messages that paint a positive picture of your company.

• Creativity: Developing fresh PR campaigns, events, and content that capture customers’ attention and help you stand out among competitors. 

• Problem-solving: Thinking on their feet and providing unique solutions to problems. 

• Adaptability: Staying level-headed in unexpected situations and taking quick action to adjust PR strategies.

• Negotiation skills: Getting the best deals in media buys and partnerships to boost your company’s image.

Where to find skilled PR managers 

Here are some popular ways to find talented PR managers.

• Job boards: Post your PR job description on LinkedIn, Indeed, and Monster to reach a huge pool of job-seekers.  

• Recruiters and headhunters: They take the weight off your shoulders and help you find candidates who fit what you’re after – even people who aren’t actively job hunting. 

• Social media platforms: Use Twitter and Instagram to contact PR pros, learn about their experiences, and discuss your PR manager job opening.

• Industry conferences and associations: Not attending PR networking events or joining professional associations? You could be missing out! The Public Relations Society of America (PRSA), for instance, is a great place to connect with industry professionals and even potential candidates. 

• Employee referrals: Ask your existing team to recommend skilled PR managers from their networks and previous jobs. These folks already have a better shot at fitting into your culture. 

4 creative ways to find PR manager candidates

Struggling to find good PR managers using the usual methods? Try these creative recruitment sources to deepen your search. 

1. Niche job boards

Post your PR job descriptions to industry-specific job boards or the PRSA Jobcenter. You might get fewer applicants, but hey, at least they’ll be experienced in PR and familiar with your field! 

Open to offering remote or hybrid work? List the role on websites like Remote or FlexJobs to reach PR pros looking for flexibility. 

2. Online freelance platforms 

Platforms like Upwork and Toptal are handy if you’re after freelance PR managers for project-based work. 

Pro tip: This is also a great way to test freelancers out before offering a full-time position with your company. 

3. PR agencies 

Consider using external agencies for your PR needs. (Look on LinkedIn for agencies that specialize in your industry!) This way, you can find PR experts who want to move to in-house roles. Just check your agreement with the agency first. 

4. PR hackathons

Finally, consider organizing hackathons focused on PR. Watch how PR professionals tackle real-world problems, strategize, collaborate, and work under pressure.

It’s a bit of work but a great way to find talented people for your PR manager role.

How to select the best PR manager candidates 

Sourcing good applicants is half the battle won. After this, you have to move fast to avoid losing them to competition. 

The best way to do this? Shortlist candidates using online talent assessments like TestGorilla’s.

With TestGorilla, you can test candidates’ job-specific skills, cognitive abilities, situational judgment, personality traits, and more. You can combine up to five tests into a single assessment for your role and even add custom questions.

Here are some tests you can use to evaluate your PR manager candidates:

For role-specific skills 

• Our Public Relations Strategy test shows you candidates’ skills in press releases, media pitches, crisis management, and other core PR areas. 

• TestGorilla’s Social Media Community Management test looks at how they create and use strategies to increase your brand’s online presence. 

• The SEO Outreach test, SEO Copywriting test, and Technical SEO test are perfect for checking if candidates know how to use SEO to boost your rankings on search engines like Google. 

For cognitive abilities 

• Our Critical Thinking test measures how candidates tackle real problems and come up with smart, creative solutions.

For situational judgment 

• The Negotiation test checks if candidates can negotiate well to score results that benefit your company.

For personality and culture add

• Our 16 Personalities test, Enneagram test, and other personality assessments help you learn about candidates’ adaptability, empathy, interpersonal skills, and other traits needed for the job. 

• TestGorilla’s Culture Add test is a great way to see if applicants will fit into – but also enrich – your company’s culture. 

To seal the deal, host in-person or video interviews with top contenders. 

With the right behavioral interview questions, you can learn more about each candidate’s personality, expectations, and overall suitability for the position. For example, ask them to describe a time they managed a PR crisis. Their answers will show you how they handle problems and communicate under pressure.

3 common mistakes when hiring a PR manager 

Avoid these common pitfalls that might land you with the wrong PR manager. 

1. Ignoring team fit 

When so much focus is on managing “public” relations, it’s easy to forget about candidates' internal fit within your company. Hiring someone who’s highly skilled but doesn’t mesh well with their PR director or team is a recipe for disaster.  

2. Forgetting about leadership and management skills 

PR managers often lead teams or will at some point. So, consider putting candidates through an optional Leadership and People Management test to see if they can handle leading your PR team now or in the future.

3. Overlooking internal candidates 

Don’t count out current employees who could be awesome PR managers, even if they don’t have the exact experience on paper.  

For instance, consider hiring a communications manager with great strategic thinking and storytelling skills to be your PR manager.

Tap into the best PR talent with TestGorilla

A great PR manager stands at the center of your company’s public image, drums up positive buzz , and protects your brand during tough times. Hiring the wrong person for this high-stakes job is a mistake you simply can’t afford to make. 

The good news? TestGorilla helps you avoid mis-hires. 

Use our platform to test PR candidates’ job-specific skills, personality traits, and more upfront. This way, you can hire someone who’s not only talented but fits your team like a dream. 

Take the leap with TestGorilla by creating a free account or taking a product tour today!