PRACTICAL GUIDE
How to hire a PR virtual assistant
Build a PR VA role for pitching, correspondence and booking coordination.
THE SHORT ANSWER
A PR VA can write and personalise pitches, manage journalist or host correspondence, coordinate media and podcast bookings, maintain outreach records and operate tools such as Muck Rack, Cision, Pitch and PodMatch.
Separate strategy from coordination
Senior PR professionals should own positioning, relationships and judgement. A capable PR VA can own the repeatable research, preparation, correspondence and booking administration around that strategy.
Assess writing and judgement
A useful exercise should test research quality, pitch personalisation, tone and the ability to organise follow-up without becoming intrusive.
Measure the whole booking journey
Do not measure only outbound volume. Track replies, qualified opportunities, confirmed bookings, scheduling completion and guest-material readiness.
KEY TAKEAWAYS
- Define the outreach channel
- Test pitch personalisation
- Set correspondence rules
- Coordinate calendars centrally
- Track bookings through completion
DIRECT ANSWERS
Frequently asked questions
Can a PR VA write pitches?
Yes. Pitch writing and personalisation can form part of the role when the candidate demonstrates the required communication standard.
Can a PR VA manage Muck Rack and Cision?
Yes. Database upkeep, research and outreach administration can be included in the mandate.