Talent Acquisition Manager, Sparkpr
In my role as Talent Acquisition Manager at Sparkpr, I witness firsthand how the public relations industry is evolving every day. When I speak with candidates, the conversations feel very different from how they did a few years ago. Sure, storytelling and media relationships remain central to PR, and they always will be, I think, but the context around those skills has definitely shifted.
The Media Landscape Has Changed
While there are many reasons why this evolution has occurred, the size of the ecosystem is shrinking. Editorial teams are smaller, deadlines are shorter, and journalists are stretched thinner than ever. The best candidates recognize this reality and are highly empathetic to it. They are not just saying “I can pitch” and flooding inboxes relentlessly. Rather, they are focused on shaping narratives that meet a journalist’s unique flavor and tone. They back their outreach with supporting facts and data (from third-party sources), and come to the table with news that is meaningful to the journalist, not just their client. They understand the journalist’s audience, and know that good PR means making a journalist’s job easier, not harder. The strongest candidates I interview talk about supporting reporters with substance so that stories can be told with depth and accuracy. They put themselves in the journalist’s shoes and proactively get follow-up questions answered on their end, before they are even asked by the writer.
AI Is Reshaping PR Work
Very few people in PR were experimenting with AI tools a couple of years ago. Today, I’d be concerned if a candidate told me they weren’t using AI! Most people I interview expect it to be part of their daily work. They’re using it for research, media monitoring, drafting, and measurement, but the conversation has moved well beyond basic efficiency and into the realm of discernment. When does AI work well right now, vs. when is it not working to their advantage?
The best candidates I talk to are practical about it. They know AI is not a silver bullet, but they see how it can help them be faster, smarter, and more focused. They are asking the right questions: How can it help surface insights that matter? How can it make outreach more precise? How can it free up time for actual relationship building and strategy? They are not just replacing all facets of work with it, but rather, using it when it makes sense and proves its worth.
PR and Marketing Are No Longer Separate
Another shift is the merging of traditional PR and marketing. It used to feel like PR and marketing were two separate worlds. That is not what I see anymore.
The people who stand out talk about how storytelling supports brand positioning and vice versa. They understand how PR can build the trust that shortens sales cycles. They ask how their work will tie into digital campaigns or product launches. They are not thinking in siloed channels or tactics. They are thinking about the big picture journey for customers and audiences.
Top talent sees this “full-pie” marketing as a growth driver, particularly at a time when AI can help provide campaign insights faster than ever before. They know it can help a company earn attention, build confidence with investors, and create lasting trust in the market.
The New Definition of PR Talent
The definition of “PR talent” is evolving. Writing, pitching, and relationship building still matter, but they are not enough on their own. Today’s professionals also need to be comfortable with the uncomfortable or the unknown, diving head first into new technologies, considering new ways of thinking and interacting, and collaborating with a pro-experimentation outlook. The “old way” of doing things is already long gone, and those who embrace this new way of operating with curiosity and a growth mindset are winning.
At Sparkpr, this is especially true because of the companies we work with. Our clients are in industires like AI, b2b enterprise tech, fintech, climatetech, biotech, quantum, venture capital, and consumer tech. Our clients move fast and set high expectations. They want partners who understand emerging markets, who can translate complex technology into clear stories, and who can build campaigns that drive both influence and business results.
That is why we look for people who can balance creativity with precision. People who are confident working with new tools and channels, but who also know how to earn trust with media and audiences. The talent we hire today needs to be as versatile as the industries we support.
The candidates I speak with want to be in the middle of industries that are changing fast. They are looking for roles where the work matters and where they can grow with it.
That is what makes recruiting in PR right now interesting. It is not about filling a role for the sake of it. It is about finding people who want to help move the industry forward and embrace change as it comes.
