PR Firms Requirements When Hiring Experienced Professionals
The intersection of public relations talent and opportunity has never been more complex than in today's rapidly evolving market. In a recent episode of the Public Relations Review Podcast, host Peter Woolfolk sat down with Brooke Kruger, founder and CEO of Casey Partners, to explore the nuanced landscape of PR recruitment and career development. With over 25 years of communications experience and 18 years placing top PR talent, Kruger offers invaluable insights for both employers and job seekers in the communications industry.
The communications job market has undergone significant transformation since 2020. From 2020 to mid-2022, the industry experienced unprecedented growth with companies rapidly expanding their communications teams. However, beginning in summer 2022, particularly in the tech sector, widespread layoffs created a market imbalance. Kruger explains that today's market features "more people looking for jobs" competing for "a smaller amount of jobs," making it exceptionally competitive for candidates. While conditions have improved since late 2023, job seekers must be strategic and meticulous in their approach.
Kruger's firm, Casey Partners, specializes in senior communications positions—CCOs, VPs of Communications, and directors of specialized communications functions. Their recruitment process moves quickly, typically presenting candidates to clients within one to three days of beginning a search, with most positions filled within six to eight weeks. This efficiency stems from their deep industry connections and focus exclusively on communications search. As Kruger notes, "I never, ever feel like when I get a search I'm starting from ground zero."
For candidates navigating this competitive landscape, preparation is paramount. Kruger emphasizes several critical areas where job seekers often fall short. Thorough interview preparation tops the list—candidates must not only understand the job description but be ready with examples demonstrating how their experience matches each requirement. Following up with thoughtful thank-you notes, maintaining responsive communication throughout the process, and properly preparing references are essential practices that can distinguish candidates in final selection rounds.
The return to office phenomenon represents another significant shift in the communications industry. Kruger reports that approximately 95% of current searches require three to four days of in-office presence. This trend is driven by employers recognizing the value of in-person collaboration, particularly for training and mentoring junior staff who benefit from "learning by osmosis" in professional environments. While remote work remains viable for some roles, the pendulum has swung back toward physical presence in communications positions.
Both Kruger and Woolfolk highlight political campaign experience as exceptional preparation for communications careers. The intensity, problem-solving requirements, and necessity for meticulous attention to detail in campaign environments provide invaluable training that translates directly to professional communications work. Kruger credits her early experience on Senator Dole's presidential campaign as "formative," teaching her operational models and approaches that continue to inform her work today.
In today's rapidly evolving communications landscape, continuous learning and adaptability are non-negotiable. Kruger identifies storytelling and problem-solving as the two most critical skills for modern communicators, emphasizing that professionals must "think two steps ahead" and constantly scenario-plan in a fast-paced environment. This includes embracing new technologies like artificial intelligence—understanding both their potential applications and limitations in communications work.
For those seeking to advance their communications careers, Kruger advises deep self-reflection on what truly motivates you professionally. "It's just as important to figure out what you want to do in this market and what you're good at," she explains, emphasizing that career satisfaction comes from alignment between personal strengths, interests, and organizational culture. With the market showing signs of improvement—more job postings and increased movement between roles—there's reason for optimism, but candidates must continue putting their "best foot forward" in every interaction.
