What is one piece of advice you would give to businesses or individuals who are looking to hire a PR professional? What key qualities or skills should they look for?

Question

Navigating the fast-paced world of public relations requires a keen eye for talent that stands out. This article distills expert insights into the essential qualities that make a PR professional indispensable. Discover the traits that lead to successful brand narratives and strategic communications in an ever-evolving industry.

Stefanie Magness · Answer

If you're going to bring a PR pro on board, here's the most essential thing to keep in mind: visibility isn't about getting your name out there--it's about turning yourself into the go-to expert in your field. The good PR pro isn't just getting you in the media; they're crafting your message, they're protecting your reputation, and they're making sure that when people Google you, what they find is a credible, impressive, media-validated brand. Find a person who knows your business, can differentiate you, and has a history of garnering quality press--outside of ego placements. They must be a storyteller, a networker with solid media relationships, and a strategist who can link PR efforts to your revenue objectives. Whether you are a high-income services professional or will be shortly at that level, you need a PR professional who knows how to leverage the use of media to drive your status forward, not merely your name.

Feliciah Namusonge · Answer

Hiring a PR specialist involves more than just finding someone who can write an excellent press release; it also involves finding a strategic storyteller who can influence public opinion and create lasting relationships. Our opinion at Pearl Lemon is that the best PR specialists are proactive, adaptable, and well-versed in the media landscape.
Look for someone knowledgeable about your industry who can turn each brand moment into an opportunity for visibility and anticipate potential crises before they occur. A great PR specialist crafts compelling narratives rather than merely chasing headlines.
PR is about engagement and goes beyond basic reputation management in an era where having a strong online presence is crucial. The right PR partner will help you secure substantial coverage, navigate the ever-changing media landscape, and ensure that your message reaches the right people at the right time.

Sahil Sachdeva · Answer

When hiring a PR professional, businesses and individuals should seek someone with a strategic mindset, strong storytelling abilities, and excellent communication skills. A great PR expert not only secures media coverage but also aligns a brand's messaging with its long-term goals. They should possess deep industry knowledge, allowing them to craft compelling narratives and effectively position a brand in the market. Crisis management and adaptability are also crucial, as PR requires quick thinking and the ability to pivot strategies when needed. Strong media relationships play a key role in securing high-impact placements, while clear and transparent communication ensures authenticity and trust. Ultimately, the right PR professional doesn't just create visibility--they build credibility and help businesses establish a lasting impact.

Yuliia Antoniuk · Answer

One piece of advice I would give to businesses or individuals looking to hire a PR professional is to look for someone with a strong background in areas related to PR, such as marketing, journalism, or communications. This knowledge base provides a broader understanding of how to craft and deliver messages effectively across different platforms.
Additionally, it's important to hire someone who is observant and proactive. A good PR professional should not only react to situations but also anticipate potential challenges and act ahead of time. Flexibility and adaptability are also key, as the PR landscape can change quickly, and you need someone who can adjust to shifting circumstances.
Lastly, attention to detail is crucial. PR work often involves managing complex information, so being meticulous and thorough is essential to ensuring accurate and well-thought-out communications.

Sahil Gandhi · Answer

I really think the most important thing when hiring a PR professional is to look beyond just media connections and focus on their strategic thinking and storytelling ability.
A great PR professional doesn't just secure press coverage--they craft compelling narratives that align with your brand's goals and resonate with the right audience. When evaluating candidates, look for strong writing skills, crisis management experience, and the ability to adapt messaging for different platforms. Ask them how they've handled tough situations, such as negative press or a rebranding challenge, and see if their approach is proactive and solution-driven.
For example, I once worked with a PR specialist who helped reposition a struggling brand by shifting the narrative from "damaged reputation" to "learning from challenges and innovating." The result? Increased media coverage with a positive spin that rebuilt trust with customers.
Ultimately, the best PR professionals are not just connectors but strategic storytellers who can shape public perception in a way that benefits your business long-term.

Kristin Marquet · Answer

The most important advice I'd give businesses or individuals looking to hire a PR professional is to seek someone who genuinely understands your industry, brand vision, and unique voice. A truly effective PR professional isn't just skilled at media outreach; they're strategic storytellers who can authentically communicate your brand's narrative in ways that resonate with your ideal audience. Prioritize professionals with proven ability to align their strategies with measurable business goals.
When evaluating candidates, look for key qualities such as creativity, exceptional communication skills, adaptability, and strong relationships within relevant media networks. Additionally, find someone who uses proprietary or innovative frameworks--like we do at Marquet Media--to create clear, consistent, and impactful messaging. Ultimately, the ideal PR professional combines strategic thinking, a knack for storytelling, data-driven insights, and an intuitive understanding of brand positioning to generate meaningful, measurable visibility for your business.

Alex Cornici · Answer

Hiring the right PR professional is crucial as they become the bridge between your brand and the public. It's important to look for someone who not only has superb communication skills but who also possesses a deep understanding of media relations. An adept PR specialist should have an intuitive grasp of what kinds of stories will resonate with the public, and they should be able to craft messages that align with your brand's values and goals.
Another vital skill to consider is crisis management. No matter how smoothly things seem to be going, unpredictable challenges can always arise. A competent PR professional should be able to manage these situations with calm and strategic thinking, ensuring that the company's reputation is maintained or even enhanced through difficult times. Finding a candidate who exhibits both creativity in their approach to spreading your company's message and resilience in facing potential setbacks is key. Consider these qualities as foundational when selecting someone who will effectively advocate for and protect your brand's image.

Max Shak · Answer

As the Founder and CEO of Zapiy.com, I've worked with PR professionals and agencies, and one thing I always tell new grads or career changers is this: PR is not just about press releases and media coverage—it's about relationships and adaptability.
Many people assume PR is all about crafting the perfect pitch or getting a big media placement. While that's important, the real key to success in this industry is building and maintaining strong relationships—with journalists, influencers, clients, and even internal teams. The best PR professionals are proactive, great communicators, and always thinking ahead about how to position a brand effectively.
Another thing to know is that PR moves fast, and no two days are the same. One moment, you might be strategizing a long-term campaign; the next, you're in full crisis management mode. Being adaptable and staying calm under pressure are must-have skills.
If you're applying for PR roles, emphasize your ability to communicate clearly, think strategically, and build relationships. Show that you can handle pressure and pivot when needed. Those who thrive in PR aren't just good with words—they're great at connecting with people and making an impact.

Nicole Dunn · Answer

When looking to hire a PR professional, brands and experts should seek a person or agency that specializes in their specific industry or genre. PR is not one-size-fits-all--working with a professional or team that has deep expertise in your space ensures they understand the nuances of your audience, key media players, and messaging that truly resonates. Whether it's health and wellness, tech, or lifestyle, a specialized agency will have the right media relationships and strategic insight to position your brand effectively.
We see it all the time--brands come to us after not having much luck with their previous agency. My first question is always, "Did they specialize in your industry?" Most of the time, the answer is no. As a result, they didn't get the results they expected because the agency lacked the right media relationships, didn't fully understand the landscape, or didn't know how to craft a compelling narrative that would land with the right audiences. A strong PR agency doesn't just blast the same pitch over and over--it knows how to evolve the story, adjust the angle, and stay agile when something isn't working. 
When choosing a PR partner, look for specialization, strong storytelling capabilities, and a proactive, results-driven approach.

Brenton Thomas · Answer

Hiring a PR professional requires focusing on strategic thinking and relationship-building skills to drive brand visibility and credibility. Look for expertise in media relations, storytelling, and crisis management to ensure effective communication. In addition, strong analytical skills and adaptability help navigate industry trends and audience engagement. A PR expert should align with your brand's vision, ensuring consistency and impact. Ultimately, selecting a professional with proven experience and strategic insight maximizes brand reputation and business growth.

Jimmy Lai · Answer

The one piece of advice I'd give is this: Hire someone who deeply understands your brand voice and can authentically communicate your values to your target audience.
When we looked for PR support, we focused on finding someone who could genuinely align with our firm's core values--truth, empathy, and respect--and clearly communicate our story to the world.
Look for these key qualities and skills:
Exceptional storytelling skills: Can they craft narratives that resonate emotionally?Strategic mindset: Can they align PR efforts with business goals?Strong relationship-builder: Do they have genuine relationships with media and influencers?Proactive crisis management abilities: Are they proactive, calm, and clear-headed under pressure?Alignment with your values: Do they truly understand and embody your brand's voice?The right PR professional isn't just promoting your message--they become an advocate for your business, amplifying your voice authentically.

11 Key Qualities to Look for When Hiring a PR Professional

11 Key Qualities to Look for When Hiring a PR Professional

Craft Expert Brand Messaging for Lasting Impact

Seek Strategic Storytellers with Industry Knowledge

Find Proactive Communicators with Crisis Management Skills

Look for Adaptable Professionals with Diverse Backgrounds

Prioritize Strategic Thinking and Compelling Narrative Creation

Choose Authentic Storytellers Aligned with Business Goals

Value Media Relations and Crisis Management Expertise

Emphasize Relationship-Building and Adaptability in PR

Select Industry Specialists for Targeted PR Strategies

Focus on Strategic Thinking and Brand Alignment

Hire Authentic Communicators Who Embody Brand Values