Hiring guide · Arts, Media & Design
How to Hire a Public Relations Specialist
Pay benchmarks, qualifications, sourcing, screening and interview questions for hiring public relations specialists, plus a plan to get them productive fast.
Write a clear job description, offer competitive pay (the national median is $74,750), recruit through portfolio sites and creative communities, verify Accreditation in Public Relations (APR) where applicable, run a structured interview with a practical skills check, and onboard with a 30-60-90 day plan.
Pay data: BLS OEWS, May 2025 · Outlook: BLS 2025–35 · Checked October 15, 2026
The hiring market for public relations specialists
There are about 314,500 public relations specialists employed in the U.S., with roughly 23,000 openings each year. Employment is projected to change +1.8% from 2025–35 (slower than average). Most openings come from replacing workers who retire or change careers, so a steady pipeline matters.
Pay benchmarks for offers
| Candidate level | Annual | Hourly* |
|---|---|---|
| Entry level (10th–25th percentile) | $44,110–$56,260 | $21.21–$27.05 |
| Typical / mid-career (median) | $74,750 | $35.94 |
| Experienced (75th percentile) | $100,370 | $48.25 |
| Top of market (90th percentile) | $135,150 | $64.98 |
*Annual ÷ 2,080 hours except median. National BLS data; adjust for your state and metro area. Many states and cities now require pay ranges in job postings.
What to look for
Must-haves
- Bachelor's degree (typical entry level)
- Writing
- Communication
Nice-to-haves
- Accreditation in Public Relations (APR)
- Certificate in Principles of Public Relations
- Social media certifications
- Experience with media databases such as Cision or Muck Rack
Where to find public relations specialists
- Portfolio sites and creative communities
- Art, design, film and journalism school career centers
- Freelancers who have already worked with your team
- Professional associations such as AIGA and PRSA
- Job postings that use common alternate titles: PR Specialist, Communications Specialist, Media Relations Specialist, Publicist
Screening checklist
- Portfolio or reel review
- A short paid test project
- Software proficiency check
- References from clients or creative directors
Follow federal, state and local rules on background checks, drug testing and fair-chance hiring, and apply screening consistently to all candidates for the role.
Interview questions to ask
Ask every candidate the same questions and score answers on a structured scorecard.
1. “Share a writing sample.”
What a strong answer includes: Show strong writing.
2. “How do you pitch reporters?”
What a strong answer includes: Explain research.
3. “How would you handle a crisis?”
What a strong answer includes: Show calm planning.
4. “What media tools do you use?”
What a strong answer includes: Name tools.
5. “How do you measure PR success?”
What a strong answer includes: Mention metrics.
Practical skills checks
A short demonstration beats a perfect resume. Ask candidates to talk you through, or perform under supervision, tasks such as:
- Write a Press Release (see the steps)
- Pitch a Story to a Reporter (see the steps)
- Respond to a Crisis (see the steps)
Red flags
- Can’t describe basic safety practices for the role
- Vague or inconsistent work history with no explanation
- Unfamiliar with core terms such as Press release, Pitch, Media kit
- Negative talk about every past employer or coworker
Onboard for retention
The first 90 days decide whether a new hire stays. Use our Public Relations Specialist 30-60-90 day onboarding plan and give every new hire the same foundation with Public Relations Specialist training. Show them the path forward: PR Coordinator → PR Specialist → PR Manager → Communications Director.
Hiring public relations specialists: FAQ
How much should I pay a public relations specialist?
The U.S. median wage for public relations specialists is $74,750 per year ($35.94/hour), according to BLS May 2025 data. Entry-level offers often fall near the 25th percentile ($56,260), while experienced hires command closer to the 75th percentile ($100,370). Adjust for your local market.
What qualifications should a public relations specialist have?
BLS lists “bachelor's degree” as the typical entry-level education. Look for Accreditation in Public Relations (APR) and Certificate in Principles of Public Relations where relevant, plus skills such as writing, media relations, and crisis communication.
How long does it take to train a new public relations specialist?
Becoming qualified typically takes 4 years. After hire, plan for a structured 30-60-90 day onboarding period; BLS classifies on-the-job training for this occupation as “none.”