The UK PR Recruitment Market 2024: The Year in Review with Latte founder Dean Connelly
12/28/24 • 20 min
Today on the PRmoment Podcast we’re talking to Latte founder Dean Connelly about the PR recruitment market in 2024.
The reason for analysing the recruitment market in PR is that it tends to reflect the confidence of the sector. If firms are recruiting, they are feeling confident, if they are not recruiting they tend to be more concerned about the future.
Latte is a PR recruiter in London and Sydney and Dean founded the firm in 2016.
Before we start, we’ve now launched our PR Masterclass: The Intersection of Data, Planning and Measurement. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications. Early bird ticket prices are available until December 20th.
The other big news in public relations is that the PRmoment Awards 2025 are open.
All the categories, the updated entry form and the 2025 entry pack can be viewed on the awards microsite.
For some more perspective on the current PR recruitment market, take a look at this Linkedin discussion.
Also, thanks so much to the PRmoment Podcast sponsors the PRCA.
Here’s a summary of what PRmoment founder Ben Smith and Dean discussed:
3 mins Dean outlines the current state of the PR recruitment market.
“We’re seeing more corporate and tech roles coming through but consumer is quiet.”
“The first half of the year for us in consumer was quite busy but it's seen a steady decline.”
6 mins Why the move to project income and shorter turnaround times on briefs has impacted the recruitment sector for full time employees.
9 mins Which sectors are up/down in PR recruitment currently?
“One consistent message is inconsistency.”
“Covid growth meant unrealistic financial targets were set.”
14 mins Dean runs us through his PR recruitment heat thermometer for Q1, Q2, Q3 and Q4.
15 mins The most in demand jobs titles: Account manager to account director.
17 mins Which job titles are less in demand?
18 mins Dean outlines his talent trends of 2024 and predictions for 2025.
Today on the PRmoment Podcast we’re talking to Latte founder Dean Connelly about the PR recruitment market in 2024.
The reason for analysing the recruitment market in PR is that it tends to reflect the confidence of the sector. If firms are recruiting, they are feeling confident, if they are not recruiting they tend to be more concerned about the future.
Latte is a PR recruiter in London and Sydney and Dean founded the firm in 2016.
Before we start, we’ve now launched our PR Masterclass: The Intersection of Data, Planning and Measurement. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications. Early bird ticket prices are available until December 20th.
The other big news in public relations is that the PRmoment Awards 2025 are open.
All the categories, the updated entry form and the 2025 entry pack can be viewed on the awards microsite.
For some more perspective on the current PR recruitment market, take a look at this Linkedin discussion.
Also, thanks so much to the PRmoment Podcast sponsors the PRCA.
Here’s a summary of what PRmoment founder Ben Smith and Dean discussed:
3 mins Dean outlines the current state of the PR recruitment market.
“We’re seeing more corporate and tech roles coming through but consumer is quiet.”
“The first half of the year for us in consumer was quite busy but it's seen a steady decline.”
6 mins Why the move to project income and shorter turnaround times on briefs has impacted the recruitment sector for full time employees.
9 mins Which sectors are up/down in PR recruitment currently?
“One consistent message is inconsistency.”
“Covid growth meant unrealistic financial targets were set.”
14 mins Dean runs us through his PR recruitment heat thermometer for Q1, Q2, Q3 and Q4.
15 mins The most in demand jobs titles: Account manager to account director.
17 mins Which job titles are less in demand?
18 mins Dean outlines his talent trends of 2024 and predictions for 2025.
Previous Episode
The PR Pitch Process: The Client Perspective. Tui’s Amy Dowling on the PRmoment Podcast
Today on the PRmoment Podcast we’re talking to Amy Dowling, head of markets communications at Tui about the PR pitch process from a client’s point of view.
We’ll cover the issue of client ghosting and discuss why it happens. Amy will also share her 11 step process of how to run a PR pitch. Finally, Amy will give her top tips for PR agencies on how to pitch better.
If you haven't heard already I’m pleased to say we’ve now launched our PR Masterclass: The Intersection of Data, Planning and Measurement event. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications.
The other big news in public relations is that the PRmoment Awards 2025 are open.
All the categories, the updated entry form and the 2025 entry pack can be viewed on the awards microsite.
Also, thanks so much to the PRmoment Podcast sponsors the PRCA.
Here’s a summary of what Amy and PRmoment founder discussed:
Amy recently ran a consumer PR pitch process which has been described by those involved as “robust, fair and on time.”
Amy explains why the pitch process is so important from the client’s perspective.
4 mins Amy talks us through her 11 stage pitch process.
- Align stakeholders - What is your ultimate goal? What are your broad comms and business objectives?
- When do you want the work to start? Work backwards from a timeline perspective.
- Define your budget - perhaps bronze, silver or gold alternatives.
- Develop your long list of relevant agencies (Perhaps up 10-12 agencies)
- Post initial agency approaches, research and understand any potential conflicts. Which may rule some agencies out.
- Align with procurement: make sure they understand what you are looking for.
- Chemistry or tissue session with the agencies on the long list. These agencies should have been sent a pre tissue pack in advance.
After the chemistry session the long list is cut down to 4 agencies. All those who were not successful were given written feedback within a week.
“Sometimes you don’t know what you don't want until it’s there. Or what you do want, until it’s in front of you.” - The brief for the pitch is issued. (Approx. 4 pages: Including budget, objectives, do’s, don'ts, context. insight, audience, business background etc)
- Workshop briefing session feedback session: Agencies meet the PR lead for the brand and marketing teams to sense check and ask questions.
4 weeks between the workshop and the pitch - Procurement submission for the agencies - DEI, business health etc. Procurement scores this documentation, which is in addition to and alongside the creative pitch process.
“As a sector, if we could standardise the procurement form it would save agencies a lot of time.” Ben Smith - The pitch and a decision within 10 days. Feedback was given by telephone, again within 10 days.
Next Episode
Sourcecode's Global Communications report, a discussion with Giles Peddy
Sourcecode’s UK MD Giles Peddy and PRmoment founder Ben Smith discuss a summary of SourceCode’s Global Trends Report, highlighting key global and regional trends in communications and marketing.
This report provides insights to help navigate the current dynamic environment. It is based on a foreword by Foresight Factory (trends consultancy) and perspectives from SourceCode US & UK, and its partners in LATAM, Asia, and the Middle-East.
Before we start, we’ve now launched our PR Masterclass: The Intersection of Data, Planning and Measurement. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications. Early bird ticket prices are available until December 20th.
The other big news in public relations is that the PRmoment Awards 2025 are open.
All the categories, the updated entry form and the 2025 entry pack can be viewed on the awards microsite.
Also, thanks so much to the PRmoment Podcast sponsors the PRCA.
Global Trends identified in the report:
AI and Cybersecurity: AI integration and deepfake technology are reshaping trust in media and communications. Cybersecurity concerns are growing, with the global cybercrime cost projected to reach $14 trillion by 2028.
Misinformation: Disinformation spreads rapidly in today’s digital landscape, impacting brand trust and political narratives, making vigilance essential.
Sustainability: Sustainability is becoming critical across all industries. Though efforts toward Net Zero are inconsistent, regulatory pressure is increasing demand for transparent corporate reporting.
Nostalgia Marketing: Brands are finding success with nostalgic elements, tapping into familiarity to strengthen customer connections.
Micro-Generational Marketing: Targeting distinct generational groups within broader demographics is proving essential for brand relevance.
Regional Highlights identified in the report:
North America: Internal communication strategies are emphasized for productivity and retention. Digital immune systems are recommended to safeguard digital infrastructure and customer trust.
UK & Europe: Renewable energy efforts are accelerating, with a target of 42.5% by 2030, and recent political shifts necessitate new approaches to stakeholder engagement.
Middle East: The region is advancing in digital assets, blockchain, and Web3. Major tech investments align with Saudi Arabia’s Vision 2030 and offer strong opportunities for growth in tech and finance.
Asia-Pacific: Economic growth remains positive despite geopolitical tensions. There’s a high demand for data-driven strategies and talent development to support the tech ecosystem.
LATAM: Hyper-localization in content is key, with sustainability at the forefront of consumer expectations. Authentic content is essential to foster trust in a rapidly digitalizing market.
These insights reinforce the importance of agility, creativity, and proactive communications strategies in today’s “Never Normal” environment. The full report includes a more detailed analysis for each region.
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