How the PR Labor Market is Changing
Ann Willets
Executive Search & Recruiting for Corporate Communications, Public Relations, Investor Relations, Digital & Social Media
In the wake of COVID-19, the public relations labor market is evolving and will continue to change. In some cases, for worse, and in others for better. Nevertheless, I predict the industry as we know it will take on a new shape in the coming months and years.
There is currently ample talent in the public relations industry, but fewer jobs. As the law of supply and demand dictates, when there is plenty of talent but fewer jobs, agencies will be offering lower salaries compared to pre-pandemic levels.
I don’t see the PR labor market bouncing back from the pandemic until at least September and possibly later. However, when the market and industry do get back on track, I think the industry will look very different. I expect there will be more contract-to-hire positions and remote or hybrid (remote and office) positions.
This allows agencies to better prepare for a possible second wave and adapt to employee demands for greater remote flexibility.
I would suggest that agencies work with a core group of client-facing senior-level employees, while more worker bees are remote or contract workers. This will allow agencies to expand and contract according to the market. How long worker bees are contracted would ultimately be up to the agency, but depending on the future of COVID-19, these contracted worker bees could ultimately be engaged fulltime.
At this time, I’m surprised by how few contract and remote positions have appeared on my radar. Perhaps agencies still feel more comfortable working with full-time staffers who offer continuity. After all, it’s a traditional model they’re familiar with.
The truth is, employees and clients will come and go. In uncertain times, agencies should be incredibly fluid. Their hiring process and staffing should - and must - reflect that.
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4 年Steven Le Vine
Executive-Level PR Consultant: Partner, Strategic Communications + Public Relations at Brand Team Partners, LLC; Advisory Board Member, Roosterly
4 年Hi Ann, having spent 25+ years in the PR agency biz, I completely agree with your prediction. Though would add one nuance - which is that senior staff can also be contracted, allowing agencies to hand-pick senior leaders and counselors with the ideal experience to build custom teams for clients from senior leaders to worker bees. It can often be challenging for agencies to keep high-salary senior leaders at full billable capacity, especially during turbulent times when budgets can be quickly cut or re-deployed. Hiring all levels of staff for freelance positions during these times - including senior staff - can help agencies more easily adapt and manage overhead costs. This is my prediction as to what we will see and what I hope we will see - as I’m personally eager to be available to help agencies as a freelance expert/leader/consultant in the months ahead as organizations navigate through these unusual and changing times!