While the PR employment market looks a bit blurry at the start of the new year, serious job seekers can’t let that derail their search plans.
In my recent conversations with agency hiring managers and recruiters, a common theme has emerged: there will be plenty of hiring for entry- and mid-level positions during the first half of the new year. More senior levels may take longer to sort through due to the Omnicom acquisition of Interpublic Group. The merger has led to a significant shakeup in perceived redundant positions, most of which were addressed before the end of 2025. At least that’s what the optimists say.
With ongoing changes underway at many firms, job seekers need to be laser-focused on creating a strategic job search. Unlike past years, you can’t chase every opening. Instead, position yourself as a thoughtful communicator who understands where the industry is headed. With preparation, persistence, and a future-focused mindset, you significantly increase your chances for a successful search. Here are 10 tips that may help guide your search and position yourself to meet what hiring managers want to see from candidates in 2026:
1. Clarify Your PR Niche Early
PR is broad—media relations, corporate communications, influencer strategy, crisis management, internal communications, content creation, AI, and more. Before applying, define the areas that genuinely interest you and match your strengths. Employers in 2026 will place a higher value on focus rather than general enthusiasm.
2. Build a Skills-Forward Resume
Move beyond listing responsibilities. Highlight measurable outcomes: audience growth, media placements, engagement rates, or reputation metrics. Include technical skills like analytics platforms, AI-assisted media monitoring, and content tools that are becoming standard in PR roles.
3. Develop a Strong Digital Presence
Hiring managers will Google you. Make sure your LinkedIn and personal portfolio (if you have one) reflect your voice, values, and capabilities. Share thoughtful takes on campaigns, media trends, or ethical issues in PR to demonstrate industry awareness. On LinkedIn, be sure to follow organizations where you are applying. They often notice these little things.
4. Learn to Work With AI—Not Against It
AI won’t replace PR professionals, but PR professionals who use AI will replace those who don’t. Familiarize yourself with tools for media list building, sentiment analysis, drafting, and social listening. Be ready to explain how you use AI responsibly and strategically.
5. Practice Modern Media Relations
Traditional pitching still matters, but journalists now expect relevance, speed, and value. Learn how newsletters, podcasts, creators, and niche platforms fit into today’s media landscape. Show that you understand how stories travel in 2026.
6. Network With Intention
Instead of collecting contacts, build relationships. Attend industry events (virtual and in-person), follow PR leaders, and engage meaningfully with their work. Informational interviews can be just as powerful as formal applications—especially early in your search.
7. Gain Experience Through Real Projects
If you lack full-time experience, look for internships, freelance work, student organizations like PRSSA, or volunteer opportunities with nonprofits or startups. Employers care about what you’ve actually done, not just where you’ve worked.
8. Prepare for Values-Based Interviews
Even if doing it quietly and “under the radar of Washington, companies are paying attention to ethics, DEI, and social impact. Be ready to discuss how you approach transparency, responsible storytelling, and stakeholder trust. Authenticity matters more than polished buzzwords.
9. Customize Every Application
Generic applications are easy to spot—and easy to ignore. Tailor your resume, cover letter, and writing samples to each role. Reference the organization’s recent campaigns or challenges to show genuine interest and research.
10. Stay Resilient and Curious
Job searches can be slow and discouraging. Rejections aren’t a reflection of your potential. Keep learning, refining your materials, and asking for feedback. Curiosity and adaptability are core PR skills—and they start with how you handle your own career journey.