The PR & Communications industry here in the UK is going through a bit of a turbulent patch right now, but that doesn’t mean there aren’t good opportunities if you’re searching for a new role.
If you’re job hunting (or thinking about switching roles), understanding what’s changing, what employers are looking for, and how to stand out has never been more important.
What’s Going On: The Current Landscape
- Slowing Growth & Hiring Caution
Economic uncertainty has made many employers more cautious about hiring. Budgets are being revised and with this comes a sharp eye on the bottom line. Senior-level roles are especially under pressure; agencies and companies are being more conservative about making big ticket hires and there are little to no investment hires. On the other hand, entry and mid-level positions are holding up a little better. Partly because businesses still need to deliver.
- Flat or Falling Salaries and Reduced Perks
In many areas of the UK PR sector, average salaries have declined versus recent years; some of the gains made recently have been rolled back. Also, with limited salary inflation, companies are placing more emphasis on non-monetary benefits: hybrid/flexible working, company culture, purpose-driven work, growth opportunities.
- Skills Shift & Increasing Importance of Digital, Data & AI
We all know the impact of AI; it’s all anyone talks about which means the kinds of skills employers want are changing. Digital communications, analytics, content strategy, measurement & evaluation, storytelling across new platforms (e.g. social, video), plus a growing interest in AI tools to streamline workflows are all key.
- Longer Hiring Processes & Internal Moves
Because there’s more caution, hiring cycles are longer. We’re seeing many businesses moving people around the team or promoting internally, rather than turning to external hires, especially for senior positions.
What Employers Are Looking for Now
Given these shifts, here’s what hiring managers in PR are leaning towards now:
- Strong multi-channel content skills (e.g. combining traditional media with digital, social, video etc.).
- Solid data and metrics skills: being able to show outcomes, not just outputs.
- Agility: ability to adapt and shift priorities quickly.
- Comfortable with using tools (AI, analytics, digital platforms).
- Understanding of broader business / policy / stakeholder context, especially for in house roles.
- Values alignment: purpose, ethics, inclusion, transparency.
- Good storytelling, personal voice, originality; especially with cluttered media/social landscape.
What You Can Do to Give Yourself an Edge
If you’re applying now or thinking of making a move soon, here are practical strategies:
- Audit & Upskill
- Identify gaps in your digital/analytics or AI toolkit.
- Take courses or just get onto accounts which will help you with this.
- Build or refine a portfolio that shows results (not just responsibilities): campaigns, metrics, storytelling, measurable outcomes.
- Tailor your CV / LinkedIn to What’s in Demand
Your LinkedIn profile has never been so important, it’s where everyone goes to, straight away. - Be Strategic About Role Level
- If senior roles are scarce or slow, some people are considering roles just below their level of expertise. This is fine, but while you’re thinking the employer is getting a lot of experience for their money, the employer is concerned that as soon as a role at your level comes up, you’ll leave at the first opportunity.
- For some, agency to in house or vice versa moves may offer opportunities to broaden skill sets or find more stability but remember, it’s much easier to go from agency to in-house than the other way round.
- Network & Visibility
- Make sure you are visible: LinkedIn posts or sharing content, attending events, courses, webinars.
- Use your network: former colleagues, agency contacts, alumni etc. Many jobs aren’t advertised heavily.
- Speculative applications can work, especially for in house roles or smaller agencies.
- Prepare for Longer Timelines
- Expect hiring to take longer, so budget time. Don’t assume a fast turnaround.
- Keep applying even when interviews are slow in coming. Use the time to prep, refine your materials, expand your skills.
- Consider Alternative / Contract / Interim Roles
- Interim contracts, freelancing or consultancy can keep your skills sharp, build your track record, and sometimes lead to permanent roles.
- They can also expand your network and expose you to different kinds of clients/projects.
- Prioritise What You Want (and What You’ll Accept)
- Because salaries are under pressure, think about what non salary factors matter to you: culture, hybrid working, flexibility, learning opportunities, values.
- Know what your deal breakers are so you can evaluate offers realistically.
Final Thoughts
The UK PR & Comms market is more demanding and more cautious than it was a couple of years ago. But that doesn’t mean opportunities have dried up. On the contrary: those who are adaptable, digitally savvy, and intentional about what they bring to the table (skills and values) will be the ones who make the next move with confidence.
If you’re job hunting now:
- Keep refining your skillset
- Be visible and networked
- Be patient and strategic
And don’t lose sight that what made PR & Comms fascinating — storytelling, connection, shaping reputation — is still very much in demand. Your ability to bring creativity, clarity and impact will still set you apart.