I agree with Tracey Barrett from BlueSky PR when she says that too many recruitment consultancies talk about what their company does, rather that what it knows.
Recruitment is recruitment. But what you know about your industry defines you.
So stop talking about yourself and empower your audience with knowledge. That's true PR.
In my (far too many) years in recruitment, I have read press releases written by a countless number of recruitment firms. The problem is they are nearly always about what the firm does, not what it knows! Journalists don’t care about what you do, there are very few (if any) recruitment firms with true USPs. So to steal a phrase from Sir Francis Bacon, “Knowledge is Power’ and so PR becomes all about the knowledge you have.