Interview Guide for

Public Relations Manager

This comprehensive interview guide equips you with the tools to identify, evaluate, and hire outstanding Public Relations Managers. Utilizing behavioral interviewing techniques and structured assessments, this guide helps you find candidates who will excel at driving your organization's PR strategies and effectively communicating your brand story to stakeholders and media.

How to Use This Guide

This interview guide is designed to help you conduct effective, structured interviews for the Public Relations Manager position. To get the most out of it:

Customize: Adapt the questions and evaluation criteria to align with your [company]'s specific needs and culture.
Collaborate: Share this guide with your interview team to ensure consistency across all candidate evaluations.
Prepare: Familiarize yourself with the questions and follow-up areas before interviews to maintain a natural conversation flow.
Listen Actively: Focus on the candidate's responses and use follow-up questions to dig deeper into their experiences.
Evaluate Independently: Have each interviewer complete their scorecard separately before discussing the candidate to avoid bias.
Be Consistent: Ask the same core questions to all candidates to ensure fair comparison.

For more tips on conducting effective interviews, check out our guide on how to conduct a job interview.

Job Description

Public Relations Manager

About [Company]

[Company] is a leading [Industry] company dedicated to [Briefly describe company mission and values]. We are committed to [Highlight key company goals and aspirations]. We are seeking a highly motivated and experienced Public Relations Manager to join our team and help shape and communicate our story.

The Role

As Public Relations Manager, you'll play a vital role in crafting and sharing [Company]'s story with the world. You'll develop and execute strategic PR campaigns that build our brand reputation, forge meaningful relationships with media and key stakeholders, and position us as thought leaders in our industry. This role will significantly impact our company's visibility, reputation, and business growth.

Key Responsibilities

Develop and implement comprehensive PR strategies aligned with our business objectives
Build and maintain relationships with journalists, editors, industry influencers, and stakeholders
Create compelling content including press releases, articles, and media materials
Manage PR campaigns, media events, and press conferences
Lead crisis communications planning and response
Track, analyze, and report on PR campaign effectiveness
Manage PR budget and resources efficiently
Stay current on industry trends and emerging PR technologies
Collaborate with marketing, social media, and other teams on integrated communications

What We're Looking For

Bachelor's degree in Public Relations, Communications, Journalism, Marketing, or related field
5+ years of experience in public relations, preferably in the [Industry]
Excellent written and verbal communication skills with strong storytelling abilities
Established media relationships and proven success in securing positive coverage
Experience with crisis communications and issues management
Strong understanding of social media platforms and digital PR strategies
Proficiency with PR software tools and Microsoft Office Suite
Ability to work independently and collaboratively
Strong organizational, time management, and project management abilities
Creative thinker passionate about building brand awareness
Calm under pressure with ability to manage multiple priorities

Why Join [Company]

At [Company], we're passionate about [company mission]. We offer a collaborative, innovative environment where your ideas will be valued and your career can thrive.

Competitive salary range: [Pay Range]
Comprehensive benefits package including health, dental, and vision insurance
Professional development opportunities
Work-life balance with flexible scheduling options
Collaborative, inclusive work environment
Opportunity to make a meaningful impact

Hiring Process

We've designed our hiring process to be thorough yet efficient, allowing us to get to know you while respecting your time.

Initial screening interview with our recruiting team
Public relations role play exercise to demonstrate your media relations and crisis communication abilities
Behavioral interview focused on your public relations experience with the hiring manager and team
Final interview with senior leadership team members

Ideal Candidate Profile (Internal)

Role Overview

The Public Relations Manager will drive our external communications strategy, serving as the primary architect of our public image and media relations. This role requires a strategic communicator who can create compelling narratives, build strong relationships with media, manage crises effectively, and measure the impact of PR initiatives. The ideal candidate will blend creative storytelling with analytical thinking, staying calm under pressure while juggling multiple priorities.

Essential Behavioral Competencies

Communication Excellence: Ability to craft clear, compelling messages across various platforms and adapt communication style for different audiences. Demonstrates exceptional writing skills and oral presentation abilities.

Media Relations: Skill in building and maintaining productive relationships with journalists and other media professionals. Understands how to pitch stories effectively and navigate the media landscape.

Crisis Management: Ability to anticipate potential reputation threats, prepare appropriate responses, and communicate effectively under pressure during sensitive situations.

Strategic Thinking: Capacity to align PR efforts with broader business objectives, identify opportunities for brand enhancement, and develop comprehensive campaigns that deliver measurable results.

Stakeholder Management: Skill in building relationships with internal and external stakeholders, understanding their needs, and effectively managing expectations and communications.

Desired Outcomes

Increase positive media coverage by 30% within the first year through strategic media relations and compelling story pitches
Develop and implement a comprehensive crisis communication plan within the first six months, conducting at least two simulation exercises
Establish [Company] as a thought leader in [Industry] through at least quarterly placements of executive bylined articles in top industry publications
Improve PR campaign measurement and reporting, delivering monthly analytics that demonstrate ROI and inform future strategy
Collaborate effectively with marketing, social media, and product teams to ensure integrated communications approach

Ideal Candidate Traits

Exceptional storyteller who can translate complex information into compelling narratives
Relationship builder who naturally connects with journalists, influencers, and stakeholders
Proactive thinker who anticipates potential PR opportunities and challenges
Calm and composed under pressure, especially during crisis situations
Strategic and analytical, balancing creative ideas with data-driven decision making
Detail-oriented without losing sight of the big picture
Passionate about [Industry] with genuine enthusiasm for [Company]'s mission
Adaptable and resilient, able to pivot strategies based on changing priorities
Self-motivated with the ability to work independently while collaborating effectively
Tech-savvy with understanding of PR tools and emerging digital platforms

Recruiting Screen Interview

Directions for the Interviewer

This initial screening interview aims to assess if the candidate has the basic qualifications and potential to succeed as a Public Relations Manager. Focus on understanding their PR experience, media relations skills, writing abilities, and how they've handled crisis communications. Look for candidates who demonstrate strong communication skills, strategic thinking, and genuine interest in our company and industry.

Remember to leave 10-15 minutes at the end for the candidate to ask questions. Their questions often reveal their level of preparation and interest in the role. Be prepared to discuss the next steps in the hiring process.

Directions to Share with Candidate

"Today's conversation is an opportunity for us to get to know each other better. I'll ask about your PR experience, approach to media relations, and other relevant skills. Please share specific examples from your background. Toward the end, you'll have time to ask questions about the role and [Company]. This conversation will help us both determine if there's a good fit."

Interview Questions

Tell me about your experience in public relations and specifically what attracted you to this role at [Company].

Areas to Cover

Relevant PR experience, particularly in [Industry] if applicable
Understanding of what our company does
Why they're interested in this specific position
How they learned about the role
What they know about our company's products/services and mission

Possible Follow-up Questions

What aspects of public relations do you find most rewarding?
How has your experience prepared you for this specific role?
What interests you most about working in our industry?

Describe a successful PR campaign you developed and executed. What was your role, and what made it effective?

Areas to Cover

Campaign objectives and strategy development process
Their specific contributions and responsibilities
Measurement of results and ROI
Creative approaches used
Challenges encountered and how they were overcome
Collaboration with other departments

Possible Follow-up Questions

How did you determine the target audience for this campaign?
What metrics did you use to measure success?
If you could go back, what would you change about the campaign?

How do you build and maintain relationships with media contacts?

Areas to Cover

Their process for identifying and connecting with key media contacts
Frequency and methods of communication
Strategies for pitching stories successfully
How they personalize approaches to different journalists
Examples of media relationships they've cultivated
How they stay current on journalists' interests and beats

Possible Follow-up Questions

Can you share an example of turning a media contact into a strong professional relationship?
How do you handle situations when journalists aren't interested in your pitch?
What tools or resources do you use to track media contacts and communications?

Tell me about a time when you had to manage a communication crisis. How did you approach it?

Areas to Cover

Nature of the crisis and initial response
Strategy development process
Internal and external communication approach
Stakeholder management
Resolution and aftermath
Lessons learned and preventive measures implemented

Possible Follow-up Questions

How did you prioritize which stakeholders to communicate with first?
What was the most challenging aspect of managing this crisis?
How did you measure whether your crisis response was effective?

How do you stay current with PR trends, tools, and best practices?

Areas to Cover

Professional development activities
Industry publications, blogs, or resources they follow
Professional organizations or networks they participate in
Recent trends they've noticed and implemented
Digital or social media knowledge
PR measurement approaches they've adopted

Possible Follow-up Questions

What new PR trend or technology are you most excited about?
How have you implemented a new PR approach based on something you learned?
How do you evaluate which new tools or approaches are worth adopting?

What experience do you have with social media management as it relates to PR?

Areas to Cover

Social platforms they have experience with
Integration of social media into broader PR strategy
Experience developing social content aligned with PR goals
Crisis management on social platforms
Measurement and analytics approaches
Influencer relations experience

Possible Follow-up Questions

How do you adapt PR messages for different social platforms?
Can you share an example of successfully handling a potential issue on social media?
How do you measure social media ROI for PR activities?

Interview Scorecard

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Struggles to articulate thoughts clearly; writing samples contain errors
2: Communicates adequately but lacks polish or persuasiveness
3: Articulate and clear communicator with strong writing abilities
4: Exceptional communicator; demonstrates compelling storytelling and persuasive abilities

Media Relations Experience

0: Not Enough Information Gathered to Evaluate
1: Limited experience with media relations or few established contacts
2: Some experience but lacks depth in media relationships
3: Strong media relations background with established contacts and successful placements
4: Extensive media network with demonstrated ability to secure high-value coverage

Crisis Management Capability

0: Not Enough Information Gathered to Evaluate
1: Limited crisis experience or showed poor judgment in handling situations
2: Has handled basic PR issues but lacks experience with complex crises
3: Demonstrated ability to manage crisis situations effectively
4: Exceptional crisis management skills with strategic approach to prevention and response

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Focuses primarily on tactics without connecting to broader objectives
2: Shows some strategic thinking but may not fully align PR with business goals
3: Demonstrates clear ability to develop PR strategies that support business objectives
4: Exceptional strategic thinker who proactively identifies opportunities and aligns PR with company vision

Increase positive media coverage by 30% within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on prior experience and approach
2: Likely to Partially Achieve Goal but may not reach full target
3: Likely to Achieve Goal based on demonstrated capability
4: Likely to Exceed Goal with innovative approaches to media relations

Develop and implement a comprehensive crisis communication plan

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited crisis planning experience
2: Likely to Partially Achieve Goal but may need significant guidance
3: Likely to Achieve Goal based on prior crisis planning experience
4: Likely to Exceed Goal with comprehensive and innovative crisis management approach

Establish [Company] as a thought leader in [Industry]

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited thought leadership campaign experience
2: Likely to Partially Achieve Goal but may struggle with execution
3: Likely to Achieve Goal based on demonstrated thought leadership initiatives
4: Likely to Exceed Goal with creative approach to positioning executives as industry voices

Hiring Recommendation

1: Strong No Hire - Does not meet minimum requirements
2: No Hire - Some positive attributes but significant concerns
3: Hire - Meets requirements and likely to succeed in the role
4: Strong Hire - Exceptional candidate who will excel in the role

Public Relations Role Play

Directions for the Interviewer

This role play exercise assesses the candidate's ability to handle media relations and crisis communications in real-time. You'll present two scenarios: a media pitch opportunity and a crisis situation. Observe how the candidate thinks on their feet, formulates messages, and demonstrates composure under pressure.

Prepare by reviewing the scenarios thoroughly. Take detailed notes during the exercise, noting both verbal and non-verbal cues. This exercise should take approximately 45 minutes: 5 minutes to explain, 15-20 minutes per scenario, and 5 minutes for feedback and questions.

Remember to:

Give the candidate sufficient time to prepare for each scenario
Maintain a challenging but supportive atmosphere
Play your role authentically to create realistic pressure
Focus on assessing both strategic thinking and execution

Directions to Share with Candidate

"This exercise will help us understand how you approach common PR situations. We'll work through two scenarios: a media pitch opportunity and a crisis response situation. For each scenario, I'll give you a brief description and 5 minutes to prepare your approach. Then we'll role play the situation, with me taking the role of a journalist or stakeholder. The goal is to see how you think through PR challenges and execute communications in real-time. Feel free to ask clarifying questions before we begin."

Exercise Scenarios

Scenario 1: Media Pitch

Setup for Candidate: "You're the PR Manager for [Company]. Our company has just developed an innovative new [product/service] that [describe brief value proposition]. Your task is to pitch this story to a journalist at [relevant industry publication] to secure coverage. I'll play the role of the journalist. You have 5 minutes to prepare your pitch approach."

For Interviewer (playing journalist): Be initially skeptical but not hostile. Ask challenging questions like:

"Why should our readers care about this?"
"How is this different from what your competitors offer?"
"Can you provide any data that proves this is actually innovative?"
"I'm on deadline for another story - why should I prioritize this?"

Areas to Evaluate:

Does the candidate research the publication/journalist before pitching?
Is the pitch concise, compelling, and relevant to the publication's audience?
How well does the candidate handle objections or difficult questions?
Does the candidate offer specific resources (interviews, data, visuals) to support the story?
Does the pitch focus on news value rather than promotional language?

Scenario 2: Crisis Communication

Setup for Candidate: "You're the PR Manager for [Company]. We've just learned that [describe crisis scenario relevant to industry - e.g., data breach, product recall, executive misconduct, etc.]. The situation is developing, and information is still coming in, but we know [provide 2-3 key facts]. News is starting to spread on social media, and a reporter has reached out for comment. I'll play the role of that reporter. You have 5 minutes to prepare your initial response and approach."

Relevant crisis scenarios might include:

Technology company: Customer data breach
Food company: Product contamination issue
Financial services: System outage affecting customer accounts
Healthcare: Patient data exposure
Retail: Product safety issue or recall
Any industry: Executive misconduct allegations

For Interviewer (playing journalist): Be persistent and slightly aggressive. Ask challenging questions like:

"When exactly did you become aware of this issue?"
"Why didn't you prevent this from happening?"
"How many customers/people are affected?"
"Will there be leadership changes as a result?"
"What specific steps are you taking right now?"

Areas to Evaluate:

How well does the candidate balance transparency with appropriate caution?
Does the candidate express appropriate concern while avoiding admissions of liability?
How effectively does the candidate bridge to key messages?
Does the candidate maintain composure under pressure?
Is the response human and empathetic rather than overly corporate?
Does the candidate indicate next steps in the crisis response?

Interview Scorecard

Media Relations Skills

0: Not Enough Information Gathered to Evaluate
1: Ineffective at pitching; uses promotional language; fails to engage interest
2: Basic pitching skills but lacks compelling narrative or news angle
3: Effective at crafting relevant, engaging pitches with clear news value
4: Exceptional pitching ability; creates compelling narratives with perfect awareness of media needs

Crisis Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Poor crisis response; defensive, evasive, or shares inappropriate information
2: Adequate crisis handling but lacks polish or strategic messaging
3: Strong crisis communication with appropriate transparency and control
4: Exceptional crisis management; balances transparency with protection while maintaining authentic human connection

Message Development

0: Not Enough Information Gathered to Evaluate
1: Messages lack focus, coherence, or strategic alignment
2: Basic messaging but lacks compelling elements or differentiation
3: Clear, compelling messages aligned with strategic objectives
4: Exceptional message crafting with memorable, persuasive, and perfectly tailored communication

Adaptability Under Pressure

0: Not Enough Information Gathered to Evaluate
1: Struggles under pressure; becomes flustered or defensive
2: Maintains basic composure but effectiveness diminishes under pressure
3: Adapts well to pressure; maintains message control and composure
4: Thrives under pressure; uses challenging situations to strengthen communication impact

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Tactical responses without strategic consideration
2: Some strategic elements but lacks comprehensive approach
3: Clear strategic thinking with alignment to business objectives
4: Exceptional strategic insight with innovative approaches to communication challenges

Increase positive media coverage by 30% within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on media relations approach
2: Likely to Partially Achieve Goal but may struggle with execution
3: Likely to Achieve Goal based on demonstrated media relations skills
4: Likely to Exceed Goal with sophisticated media strategy and execution

Develop and implement a comprehensive crisis communication plan

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on crisis communication approach
2: Likely to Partially Achieve Goal but with significant guidance needed
3: Likely to Achieve Goal based on demonstrated crisis management skills
4: Likely to Exceed Goal with comprehensive and innovative crisis management approach

Establish [Company] as a thought leader in [Industry]

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on messaging approach
2: Likely to Partially Achieve Goal but may lack strategic execution
3: Likely to Achieve Goal based on demonstrated strategic communication
4: Likely to Exceed Goal with sophisticated approach to thought leadership positioning

Public Relations Competency Interview

Directions for the Interviewer

This interview focuses on assessing the candidate's key PR competencies: communication excellence, media relations, crisis management, strategic thinking, and stakeholder management. Use behavioral questions to explore past experiences that demonstrate these skills. Listen for specific examples rather than theoretical answers, and use follow-up questions to understand context, actions, and results.

Take detailed notes on the candidate's responses, noting both the content and how they communicate. Look for evidence of strategic thinking, creativity, adaptability, and results orientation. Pay special attention to how they describe managing relationships with media and stakeholders, as this is crucial for success in the role.

Allow 45-60 minutes for this interview, leaving 5-10 minutes at the end for candidate questions.

Directions to Share with Candidate

"In this interview, I'll ask questions about your past experiences in public relations to understand your approach to media relations, communications strategy, crisis management, and other key aspects of the role. Please share specific examples from your career, describing the situation, your actions, and the results. Feel free to take a moment to think before answering, and I may ask follow-up questions to better understand your experiences."

Interview Questions

Tell me about a time when you successfully positioned an organization or product through strategic PR. What was your approach, and what results did you achieve? (Strategic Thinking)

Areas to Cover

How they identified PR opportunities
Their process for developing the PR strategy
Key messages they developed
Channels and tactics utilized
Collaboration with other departments
Measurement approach
Specific outcomes achieved
Challenges overcome

Possible Follow-up Questions

How did you align your PR strategy with broader business objectives?
What research informed your approach?
How did you gain buy-in from internal stakeholders?
What would you do differently if you had this opportunity again?

Describe a situation where you had to build relationships with journalists or media outlets from scratch. How did you approach it? (Media Relations)

Areas to Cover

Research process for identifying relevant media contacts
Initial outreach strategy
Value proposition offered to journalists
How they personalized communications
Persistence and follow-up approach
Long-term relationship cultivation
Challenges faced and overcome
Results achieved in terms of coverage or relationships

Possible Follow-up Questions

How did you prioritize which media relationships to develop first?
How did you handle rejection or lack of interest?
How do you maintain these relationships over time?
How did you measure the success of your media relations efforts?

Tell me about a time when you had to manage a sensitive PR issue or crisis. What was your approach, and what were the outcomes? (Crisis Management)

Areas to Cover

Nature of the crisis and initial assessment
Response team formation and roles
Development of communication strategy and key messages
Stakeholder prioritization
Internal and external communications approach
Timeline management
Resolution and follow-up actions
Lessons learned and preventive measures implemented

Possible Follow-up Questions

How did you balance transparency with protecting the organization?
How did you prepare spokespeople for media inquiries?
How quickly were you able to respond, and what factors affected timing?
What systems did you put in place afterward to prevent or better handle future crises?

Describe a complex communication project you managed from conception to completion. What was your process, and how did you ensure success? (Communication Excellence)

Areas to Cover

Project goals and audience analysis
Strategic planning approach
Message development process
Content creation and approval workflows
Cross-functional collaboration
Timeline and budget management
Quality control methods
Measurement of effectiveness
Obstacles encountered and solutions applied

Possible Follow-up Questions

How did you ensure messages resonated with different audiences?
What processes did you use to maintain quality control?
How did you handle disagreements about messaging or approach?
What metrics did you use to evaluate success?

Tell me about a time when you had to manage competing stakeholder expectations in a PR context. How did you handle it? (Stakeholder Management)

Areas to Cover

Identification of key stakeholders and their interests
Nature of the competing expectations
Process for aligning or prioritizing different needs
Communication strategies used with different groups
Negotiation or compromise approaches
Relationship management techniques
Resolution achieved
Lessons learned about stakeholder management

Possible Follow-up Questions

How did you identify which stakeholder needs should take priority?
What communication methods proved most effective with different stakeholders?
How did you gain trust with stakeholders who had competing interests?
What would you do differently if faced with a similar situation?

Interview Scorecard

Communication Excellence

0: Not Enough Information Gathered to Evaluate
1: Communication lacks clarity, persuasiveness, or appropriate style for PR
2: Adequate communication skills but lacks sophistication or impact
3: Strong communicator with clear ability to craft compelling messages
4: Exceptional communicator with mastery of messaging for different audiences and situations

Media Relations

0: Not Enough Information Gathered to Evaluate
1: Limited media relations experience or ineffective approach
2: Basic media relations skills but lacks depth or strategic approach
3: Strong media relations capabilities with proven ability to build relationships
4: Exceptional media relations strategist with innovative approaches and demonstrated results

Crisis Management

0: Not Enough Information Gathered to Evaluate
1: Poor crisis management approach; reactive, defensive or unprepared
2: Basic crisis handling capabilities but lacks sophistication
3: Strong crisis management skills with appropriate balance of preparation and adaptation
4: Exceptional crisis manager with strategic preparation, composure under pressure, and effective execution

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Primarily tactical focus without strategic alignment
2: Some strategic elements but incomplete approach or execution
3: Clear strategic thinking with ability to align PR with business objectives
4: Exceptional strategist who develops innovative, comprehensive approaches with measurable impact

Stakeholder Management

0: Not Enough Information Gathered to Evaluate
1: Struggles with managing diverse stakeholder needs or expectations
2: Basic stakeholder management capabilities but lacks sophistication
3: Strong ability to identify, prioritize and manage stakeholder relationships
4: Exceptional stakeholder manager who builds trust and navigates competing interests with finesse

Increase positive media coverage by 30% within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on media relations approach
2: Likely to Partially Achieve Goal but may face execution challenges
3: Likely to Achieve Goal based on demonstrated capabilities
4: Likely to Exceed Goal with innovative media strategy and strong relationship-building skills

Develop and implement a comprehensive crisis communication plan

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on crisis management experience
2: Likely to Partially Achieve Goal but may need significant guidance
3: Likely to Achieve Goal based on demonstrated crisis planning experience
4: Likely to Exceed Goal with sophisticated, comprehensive approach to crisis preparation

Establish [Company] as a thought leader in [Industry]

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on strategic communication approach
2: Likely to Partially Achieve Goal but may struggle with execution
3: Likely to Achieve Goal based on demonstrated strategic capabilities
4: Likely to Exceed Goal with innovative approach to thought leadership positioning

Executive Leadership Interview

Directions for the Interviewer

This interview aims to assess the candidate's strategic thinking, leadership potential, and alignment with company values from an executive perspective. Focus on understanding how the candidate approaches PR at a strategic level, how they navigate organizational dynamics, and how they connect PR activities to business outcomes. This interview should determine if the candidate can serve as a trusted PR advisor to the executive team.

Take note of the candidate's executive presence, communication style, and ability to translate PR concepts into business language. Look for evidence of strategic thinking that extends beyond PR tactics into broader business strategy.

Allow 45-60 minutes for this interview, leaving time for the candidate to ask questions at the end.

Directions to Share with Candidate

"This conversation will focus on your strategic approach to public relations and how you see PR contributing to business objectives. I'm interested in understanding how you work with executive teams, align PR with organizational goals, and measure the impact of communications activities. Please share specific examples from your experience, and feel free to ask questions throughout our discussion."

Interview Questions

How do you see PR contributing to our business objectives, and how would you align your PR strategy with our company's goals? (Strategic Thinking)

Areas to Cover

Understanding of the connection between PR and business outcomes
Process for aligning PR strategy with company objectives
Approach to translating business goals into PR activities
Methods for demonstrating PR's value to business leaders
Examples of successful strategic alignment from past roles
Understanding of [Company]'s business model and challenges
Perspective on measuring PR's business impact

Possible Follow-up Questions

How would you prioritize PR initiatives given limited resources?
How have you previously demonstrated PR's ROI to senior leadership?
What business metrics do you believe PR activities can influence?
How would you adapt your strategy during different business cycles (growth, stability, contraction)?

Tell me about a time when you influenced executive decision-making through your PR expertise. (Executive Advisory)

Areas to Cover

Specific situation requiring PR input at executive level
How they positioned themselves as a strategic advisor
Communication approach with executives
Evidence and reasoning presented
Resistance or challenges encountered
Resolution and outcome
Impact on the organization
Lessons learned about executive influence

Possible Follow-up Questions

How did you prepare for this conversation with executives?
How did you frame your advice in business terms?
What would you do differently if you could revisit this situation?
How did this experience change your approach to executive communications?

Describe your approach to developing and managing a PR budget that delivers maximum impact. (Business Acumen)

Areas to Cover

Budget planning methodology
Resource allocation priorities
ROI measurement approach
Cost management strategies
Vendor management
Adaptation to budget changes
Examples of difficult budget decisions made
Balance between innovative initiatives and core PR functions

Possible Follow-up Questions

How do you justify PR investments that may take time to show results?
How have you handled budget cuts in previous roles?
What PR activities do you believe deliver the highest ROI?
How do you determine when to use external agencies versus internal resources?

How have you successfully navigated organizational politics to advance PR objectives? (Organizational Savvy)

Areas to Cover

Specific example of a politically challenging situation
Stakeholder mapping approach
Coalition building strategy
Communication tactics used
How they maintained integrity while being politically savvy
Resolution achieved
Impact on PR objectives
Lessons learned about organizational dynamics

Possible Follow-up Questions

How do you identify key influencers in an organization?
How do you build credibility with skeptical stakeholders?
How do you handle competing priorities from different departments?
What approaches have you found most effective in gaining cross-functional buy-in?

What PR innovations or trends do you believe will most impact our industry in the next 2-3 years, and how would you position our company to benefit from them? (Forward Thinking)

Areas to Cover

Knowledge of emerging PR and communications trends
Understanding of industry-specific challenges and opportunities
Strategic foresight capabilities
Innovation mindset
Practical implementation ideas
Risk assessment approach
Resource considerations
Measurement of innovation success

Possible Follow-up Questions

How do you distinguish between meaningful trends and passing fads?
How have you incorporated new technologies or approaches in past roles?
How would you test a new PR approach before full implementation?
What potential challenges do you see in adopting these innovations?

Interview Scorecard

Strategic Alignment

0: Not Enough Information Gathered to Evaluate
1: Limited ability to connect PR to business objectives
2: Basic understanding of PR-business alignment but lacks sophistication
3: Strong ability to develop PR strategies that support business goals
4: Exceptional strategic thinker who creates innovative PR approaches that drive business outcomes

Executive Advisory Capability

0: Not Enough Information Gathered to Evaluate
1: Struggles to effectively communicate with or influence executives
2: Can advise leadership but lacks persuasiveness or business perspective
3: Effective executive advisor who can influence decisions with PR expertise
4: Exceptional advisor who serves as a trusted PR counselor to executive leadership

Business Acumen

0: Not Enough Information Gathered to Evaluate
1: Limited understanding of business fundamentals or financial concepts
2: Basic business knowledge but lacks sophisticated financial understanding
3: Strong business acumen with clear ability to make financially sound decisions
4: Exceptional business understanding with sophisticated approach to PR investments and ROI

Organizational Savvy

0: Not Enough Information Gathered to Evaluate
1: Struggles to navigate organizational dynamics effectively
2: Basic political awareness but lacks sophisticated navigation skills
3: Strong ability to build coalitions and navigate organizational complexity
4: Exceptional political savvy while maintaining integrity and driving results

Innovation Mindset

0: Not Enough Information Gathered to Evaluate
1: Resistant to or uninformed about emerging PR approaches
2: Aware of trends but lacks vision for practical implementation
3: Forward-thinking with clear ideas for innovative PR approaches
4: Exceptional innovation advocate who identifies opportunities others miss and implements them successfully

Increase positive media coverage by 30% within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on strategic approach
2: Likely to Partially Achieve Goal but may lack comprehensive execution
3: Likely to Achieve Goal based on strategic media relations approach
4: Likely to Exceed Goal with innovative strategy and excellent execution

Develop and implement a comprehensive crisis communication plan

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on approach to crisis planning
2: Likely to Partially Achieve Goal but may need significant guidance
3: Likely to Achieve Goal based on demonstrated crisis management expertise
4: Likely to Exceed Goal with sophisticated, comprehensive approach

Establish [Company] as a thought leader in [Industry]

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on thought leadership strategy
2: Likely to Partially Achieve Goal but may struggle with execution
3: Likely to Achieve Goal based on strategic approach to thought leadership
4: Likely to Exceed Goal with innovative positioning strategy and excellent execution

Debrief Meeting

Directions for Conducting the Debrief Meeting

The Debrief Meeting is an open discussion for the hiring team members to share the information learned during the candidate interviews. Use the questions below to guide the discussion.Start the meeting by reviewing the requirements for the role and the key competencies and goals to succeed.

The meeting leader should strive to create an environment where it is okay to express opinions about the candidate that differ from the consensus or from leadership's opinions.
Scores and interview notes are important data points but should not be the sole factor in making the final decision.
Any hiring team member should feel free to change their recommendation as they learn new information and reflect on what they've learned.

Questions to Guide the Debrief Meeting

Question: Does anyone have any questions for the other interviewers about the candidate?Guidance: The meeting facilitator should initially present themselves as neutral and try not to sway the conversation before others have a chance to speak up.

Question: Are there any additional comments about the Candidate?Guidance: This is an opportunity for all the interviewers to share anything they learned that is important for the other interviewers to know.

Question: Based on our interviews, how well does the candidate align with our PR strategy and company culture?Guidance: This question helps assess cultural and strategic fit beyond just technical capabilities.

Question: How effectively did the candidate demonstrate media relations skills during the role play and their ability to handle pressure?Guidance: Focus discussion on the candidate's practical skills demonstrated during the role play exercise.

Question: Is there anything further we need to investigate before making a decision?Guidance: Based on this discussion, you may decide to probe further on certain issues with the candidate or explore specific issues in the reference calls.

Question: Has anyone changed their hire/no-hire recommendation?Guidance: This is an opportunity for the interviewers to change their recommendation from the new information they learned in this meeting.

Question: If the consensus is no hire, should the candidate be considered for other roles? If so, what roles?Guidance: Discuss whether engaging with the candidate about a different role would be worthwhile.

Question: What are the next steps?Guidance: If there is no consensus, follow the process for that situation (e.g., it is the hiring manager's decision). Further investigation may be needed before making the decision. If there is a consensus on hiring, reference checks could be the next step.

Reference Calls

Directions for Conducting Reference Checks

These reference checks aim to verify the candidate's experience and gain deeper insights into their work style, strengths, and areas for development as a PR professional. Focus on understanding their media relations capabilities, crisis management experience, strategic thinking, and team collaboration.

When scheduling reference calls, ask the candidate to personally contact their references first to give a heads-up. This often leads to more responsive references. Try to speak with at least one former manager, one colleague, and if possible, a media contact or external stakeholder who has worked with the candidate.

Take detailed notes during each call, looking for themes across multiple references. Listen for specific examples rather than general characterizations, and pay attention to tone and enthusiasm. The same questions can be used for multiple reference calls.

Questions for Reference Checks

In what capacity did you work with [Candidate], and for how long?

Guidance: Establish the context of the relationship and the reference's basis for evaluation. Listen for the depth and recency of their experience working together.

How would you describe [Candidate]'s abilities as a PR professional, particularly regarding media relations and strategic communications?

Guidance: Listen for specific examples that demonstrate the candidate's PR skills. Note whether the reference describes tactical execution only or strategic thinking as well.

Can you tell me about a time when [Candidate] successfully handled a challenging PR situation or crisis?

Guidance: Look for evidence of composure under pressure, strategic thinking, and effective stakeholder management. The best answers will include specific examples with outcomes.

How would you describe [Candidate]'s communication style and effectiveness?

Guidance: Listen for insights about written and verbal communication, adaptability to different audiences, and storytelling abilities. Note any mentions of areas for improvement.

How did [Candidate] collaborate with other departments or stakeholders outside of PR?

Guidance: Assessment of cross-functional effectiveness is crucial for this role. Listen for evidence of relationship-building skills and ability to navigate organizational complexity.

On a scale of 1-10, how likely would you be to hire [Candidate] again if you had an appropriate role? Why?

Guidance: This question often reveals true sentiments. Anything below an 8 deserves follow-up questions. Listen for both the score and the reasoning behind it.

What advice would you give to a manager to help [Candidate] be most successful in their next role?

Guidance: This question often surfaces development areas in a constructive way. Listen for patterns that might affect onboarding or management approach.

Reference Check Scorecard

Strategic PR Capabilities

0: Not Enough Information Gathered to Evaluate
1: Reference indicates primarily tactical focus with limited strategic capabilities
2: Reference suggests basic strategic abilities but not exceptional
3: Reference confirms strong strategic thinking and PR planning skills
4: Reference enthusiastically cites exceptional strategic vision and implementation

Media Relations Effectiveness

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited or ineffective media relations
2: Reference suggests adequate but not exceptional media relations skills
3: Reference confirms strong media relationship building and results
4: Reference enthusiastically cites exceptional media relations capabilities with outstanding results

Crisis Management Experience

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited crisis experience or effectiveness
2: Reference suggests adequate crisis handling but room for growth
3: Reference confirms strong crisis management capabilities
4: Reference enthusiastically cites exceptional crisis leadership with specific examples

Collaboration and Stakeholder Management

0: Not Enough Information Gathered to Evaluate
1: Reference indicates difficulties with collaboration or stakeholder relationships
2: Reference suggests adequate but not exceptional collaboration skills
3: Reference confirms strong cross-functional effectiveness
4: Reference enthusiastically cites exceptional stakeholder management capabilities

Increase positive media coverage by 30% within the first year

0: Not Enough Information Gathered to Evaluate
1: Reference information suggests candidate is unlikely to achieve this goal
2: Reference information suggests candidate might partially achieve this goal
3: Reference information suggests candidate is likely to achieve this goal
4: Reference information suggests candidate is likely to exceed this goal

Develop and implement a comprehensive crisis communication plan

0: Not Enough Information Gathered to Evaluate
1: Reference information suggests candidate is unlikely to achieve this goal
2: Reference information suggests candidate might partially achieve this goal
3: Reference information suggests candidate is likely to achieve this goal
4: Reference information suggests candidate is likely to exceed this goal

Establish [Company] as a thought leader in [Industry]

0: Not Enough Information Gathered to Evaluate
1: Reference information suggests candidate is unlikely to achieve this goal
2: Reference information suggests candidate might partially achieve this goal
3: Reference information suggests candidate is likely to achieve this goal
4: Reference information suggests candidate is likely to exceed this goal

Frequently Asked Questions

How can I determine if a candidate has the right balance of strategic thinking and tactical execution for a PR Manager role?

Look for candidates who can articulate both the "why" and the "how" of their PR initiatives. During interviews, ask candidates to walk through how they developed a PR strategy and then implemented it. Strong candidates will demonstrate clear connection between business objectives and PR tactics, while also showing attention to execution details. The role play exercise is particularly valuable for assessing this balance.

What's the best way to evaluate a candidate's crisis communication abilities if they haven't managed a major crisis?

Even candidates without major crisis experience should demonstrate sound judgment and a structured approach to potential issues. Ask about how they've handled sensitive situations, negative feedback, or potential reputation threats. In the role play, observe their instinctive response to pressure. Look for calm demeanor, careful language choices, and the ability to balance transparency with appropriate caution. You might also ask how they would create a crisis communications plan. Check out our article on conducting effective interviews for more insights.

How important are existing media relationships for this role?

While established media relationships can be valuable, especially in specific industries, the ability to build and maintain relationships is more important than an existing contact list. During interviews, focus on how candidates approach media relationship building, their understanding of media needs, and their track record of securing coverage from cold outreach. Remember that strong PR professionals can transfer relationship-building skills across industries and outlets.

How can I tell if a candidate will be able to effectively advise our executive team on PR matters?

Look for candidates who demonstrate business acumen alongside PR expertise. During the executive interview, assess whether they frame PR in business terms rather than technical jargon. Strong candidates will show they understand the executive perspective, can prioritize based on business impact, and communicate persuasively but concisely. References from past managers can provide valuable insights into a candidate's effectiveness as an advisor.

What's the most effective way to assess a candidate's writing skills?

While the interview process includes discussion of writing experience, consider adding a brief writing sample if writing skills are particularly critical. This could be incorporated into the work sample by asking candidates to draft a press release or media pitch. Alternatively, you can request samples of previous work, keeping in mind these may have been edited by others. During interviews, note the clarity and structure of verbal responses, which often correlate with writing abilities.