Effective Work Samples for Hiring a Corporate Communications Manager

The Corporate Communications Manager role is pivotal in shaping an organization's reputation, both internally and externally. This position requires a unique blend of strategic thinking, exceptional writing skills, crisis management abilities, and interpersonal finesse. Traditional interviews often fail to reveal whether candidates truly possess these capabilities or are simply well-rehearsed in interview responses.

Work samples and role plays provide a window into how candidates actually perform under conditions similar to those they'll face on the job. For a Corporate Communications Manager, these exercises demonstrate their ability to craft compelling messages, think strategically about communication challenges, respond effectively to media inquiries, and develop comprehensive communication plans that align with business objectives.

The best candidates will show not only technical proficiency but also adaptability, strategic thinking, and the ability to maintain composure under pressure. These qualities are difficult to assess through standard interview questions but become readily apparent through well-designed work samples.

By implementing the following exercises, you'll gain valuable insights into each candidate's capabilities, allowing you to identify those who can truly drive your organization's communication strategy forward. These activities simulate real-world scenarios that Corporate Communications Managers face regularly, providing an authentic assessment of their skills and potential for success in your organization.

Activity #1: Crisis Communication Simulation

This exercise tests a candidate's ability to respond effectively under pressure while maintaining brand integrity and messaging consistency. Crisis communication is a critical skill for any Corporate Communications Manager, as their response during challenging situations can significantly impact company reputation.

Directions for the Company:

• Create a realistic crisis scenario relevant to your industry (e.g., product recall, data breach, executive misconduct allegation, or negative viral social media post).
• Prepare a brief document with background information about the crisis, including when it occurred, who is affected, and what is currently known.
• Arrange for 2-3 team members to role-play as journalists during a mock press conference.
• Provide the candidate with company messaging guidelines, brand values, and any relevant policies.
• Allow the candidate 30 minutes to prepare after receiving the scenario.
• The simulation should last 15-20 minutes, with journalists asking challenging questions.

Directions for the Candidate:

• Review the crisis scenario and company materials provided.
• Prepare key talking points that address the situation while aligning with company values.
• During the mock press conference, respond to journalists' questions professionally and strategically.
• Demonstrate your ability to maintain composure, control the narrative, and protect the company's reputation.
• Be prepared to explain your communication strategy and rationale for your responses after the exercise.

Feedback Mechanism:

• After the press conference, provide immediate feedback on one aspect the candidate handled particularly well (e.g., message consistency, composure, strategic thinking).
• Offer one specific area for improvement (e.g., more concise responses, better bridging techniques, or more empathetic tone).
• Give the candidate 5-10 minutes to reflect, then ask them to respond to one of the more challenging questions again, incorporating the feedback.

Activity #2: Internal Communication Plan Development

This exercise evaluates the candidate's ability to develop strategic internal communications that effectively engage employees and support organizational change. Internal communication is often overlooked but is crucial for maintaining employee engagement and ensuring organizational alignment.

Directions for the Company:

• Create a scenario involving significant organizational change (e.g., restructuring, new leadership, office relocation, or major policy changes).
• Provide relevant background information, including company culture, current communication channels, and potential employee concerns.
• Include any constraints or requirements (budget limitations, timeline, etc.).
• Prepare a template or outline for the communication plan to guide the candidate.
• Allow 45-60 minutes for this exercise.

Directions for the Candidate:

• Review the scenario and supporting materials provided.
• Develop a comprehensive internal communication plan that includes:
• Key messages for different employee segments
• Communication channels and timeline
• Strategies for addressing potential concerns or resistance
• Methods for gathering and responding to employee feedback
• Metrics for measuring communication effectiveness
• Be prepared to present and explain your plan, including the rationale behind your strategic choices.

Feedback Mechanism:

• Provide feedback on one strength of the plan (e.g., thoroughness, creativity, strategic alignment).
• Offer one specific suggestion for improvement (e.g., addressing a particular stakeholder group more effectively, considering additional channels).
• Give the candidate 10-15 minutes to revise one section of their plan based on the feedback.

Activity #3: Media Pitch and Press Release Development

This exercise assesses the candidate's writing skills, media relations expertise, and ability to craft compelling stories that generate positive coverage. It demonstrates their understanding of what makes news valuable to journalists and how to position company information effectively.

Directions for the Company:

• Provide information about a company announcement (e.g., new product launch, partnership, sustainability initiative, or executive appointment).
• Include relevant background information, quotes from key stakeholders, and company boilerplate.
• Specify the target media outlets and journalists for the pitch.
• Provide examples of previous successful press releases and media coverage.
• Allow 45-60 minutes for completion.

Directions for the Candidate:

• Review the provided information about the announcement.
• Draft a compelling press release (approximately 400-500 words) that follows AP style and industry best practices.
• Create a personalized pitch email to a specific journalist explaining why this story would interest their audience.
• Outline 3-5 potential follow-up questions journalists might ask and prepare responses.
• Be prepared to explain your strategic approach to the announcement and why you highlighted specific elements.

Feedback Mechanism:

• Provide feedback on one strength of the press release or pitch (e.g., compelling headline, effective storytelling, strategic angle).
• Offer one specific suggestion for improvement (e.g., more newsworthy angle, stronger quote, better structure).
• Ask the candidate to revise the headline and first paragraph of the press release based on the feedback.

Activity #4: Communication Strategy Presentation

This exercise evaluates the candidate's strategic thinking, presentation skills, and ability to align communication efforts with business objectives. It demonstrates their capacity to develop comprehensive communication plans that drive measurable results.

Directions for the Company:

• Create a scenario involving a specific business objective (e.g., increasing brand awareness in a new market, supporting a product launch, or enhancing employer brand).
• Provide relevant background information, including target audiences, available resources, and business context.
• Include any constraints or requirements (budget limitations, timeline, etc.).
• Send the scenario to candidates 24-48 hours before the interview.
• Allocate 15 minutes for the presentation and 10 minutes for questions.

Directions for the Candidate:

• Review the scenario and develop a comprehensive communication strategy that includes:
• Situation analysis and communication objectives
• Target audience segmentation and key messages
• Channel strategy and tactical recommendations
• Timeline and resource allocation
• Success metrics and measurement approach
• Prepare a 15-minute presentation outlining your strategy.
• Be ready to explain your strategic choices and how they support the business objective.
• Anticipate and prepare for questions about your approach.

Feedback Mechanism:

• Provide feedback on one strength of the presentation (e.g., strategic thinking, audience insights, measurement approach).
• Offer one specific suggestion for improvement (e.g., more specific success metrics, better channel selection for a particular audience).
• Ask the candidate to elaborate on how they would adjust their strategy based on the feedback.

Frequently Asked Questions

How much time should we allocate for these work samples in our interview process?

Each exercise requires approximately 1-1.5 hours, including preparation, execution, and feedback. We recommend selecting 1-2 exercises most relevant to your specific needs rather than attempting all four. The Communication Strategy Presentation works well as a final-stage assessment, while the Crisis Communication Simulation provides valuable insights earlier in the process.

Should we provide these exercises to all candidates or only finalists?

These exercises require significant time investment from both candidates and your team. We recommend using them with shortlisted candidates who have successfully passed initial screening and behavioral interviews. This approach respects everyone's time while ensuring thorough assessment of serious contenders.

How should we evaluate candidates who have different industry backgrounds?

Focus on the fundamental communication skills and strategic thinking demonstrated rather than industry-specific knowledge. A strong candidate from another industry may bring fresh perspectives while quickly adapting to your context. Provide sufficient background information to level the playing field for candidates from different sectors.

What if a candidate performs poorly on one exercise but excels at others?

Consider which skills are most critical for success in your specific role. Some positions may require exceptional crisis management, while others might prioritize strategic planning or writing abilities. Use the exercises to identify candidates' strengths and weaknesses, then determine if their strengths align with your most essential requirements.

How can we make these exercises fair and inclusive?

Ensure all candidates receive the same instructions, materials, and time allowances. Be mindful of potential biases in evaluation by using consistent criteria. Consider accommodations for candidates who may need them, and be transparent about the process. Provide clear instructions and set expectations appropriately.

Should we compensate candidates for completing these exercises?

For extensive exercises, especially those requiring significant preparation outside the interview (like the Communication Strategy Presentation), consider offering compensation for candidates' time. This demonstrates respect for their expertise and effort while potentially attracting higher-quality candidates who might otherwise decline lengthy assessment processes.

Implementing these work samples will significantly enhance your ability to identify the most qualified Corporate Communications Manager for your organization. By observing candidates in action rather than simply discussing their past experiences, you'll gain deeper insights into their capabilities and potential for success in this critical role.

Ready to take your hiring process to the next level? Yardstick offers AI-powered tools to help you create customized job descriptions, generate targeted interview questions, and develop comprehensive interview guides. Check out our full Corporate Communications Manager job description at https://yardstick.team/job-description/corporate-communications-manager for more insights into this critical role.

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