1. Explain me why do companies need public relations?

There are two types of coverage, earned and paid. In the latter, company pays to share message, in the former, company works with editor to impact the message and because it comes from the editor, provides credibility to the company.

2. Tell me what opportunities do you see in PR for our organization?

Build client base, enter new areas to stay ahead of changes in industry. Will have more ideas as I learn more about company.

3. How flexible are you with your time?

While I like to find a good work-life balance, I understand that there are often time-sensitive issues that arise in the PR world, and a crisis can happen at any moment. The public never sleeps, and neither does PR. Knowing this, I am willing to do what is necessary to ensure that the job is done well, and if that means working occasional nights and weekends, I am on board.

4. Tell me how do you manage a press conference for a client?

This is a standard organizational role. Use an example which demonstrates all the following functions clearly:
☛ Putting together information for the press
☛ Arranging the conference and venue
☛ Clearing questions and subjects with the client
☛ Checking statement and information content
☛ Briefing reporters
☛ Managing client time.

5. Do you know how is PR different from advertising?

These two industries are very different even though they're commonly confused as being one and the same. The purpose of advertising is to create awareness about products or services in order to make a sale. It's a one way, paid for communication. The purpose of PR is to create and enhance the reputation of any company or individual. It's a two way communication that's real content. Use examples of the two to explain to your interviewer that you understand the difference. The answer to this question doesn't have to be long. It's more important to be clear and accurate.

6. Tell me how would you handle a PR crisis?

The first step in a crisis is to remain calm and understand that consumers are always going to be angry about something. The next step is to present the facts with total transparency. The public does not want to be mocked, and attempting to downplay the facts when they are clear for all to see never goes well. The last step is to, when appropriate, send a genuine, concise apology that addresses the issues without pointing a finger at others.

7. Tell me why you want to work in PR?

The kind of candidate that a PR agency looks for is a confident, people person with great communication skills who's an all round media junkie. Talk about your passion for multimedia such as newspapers (all of them, even the tabloids), magazines, TV, radio, websites, social media and blogs. You want to be giving off the impression of someone who is very involved not just professionally but on a personal level as well. Talk about your experiences that relate to the fast paced atmosphere of working in PR. Are you a good communicator? You need to prove this with every answer you give by delivering it in an enthusiastic, composed and confident manner. Don't waffle, a shorter more well crafted answer that's to the point is much more effective than a stretched one where your point can become vague.

8. Give us an example of solving a PR problem for a client?

Give an example of a situation which clearly involves good quality PR issues, and explain how your solution covered each issue. Use the STAR (Situation, Task, Action, Results) technique to give a structured narrative answer.

9. Tell us what does public relations mean to you?

The ability to liaise between client and influencers in order to deliver message.

10. Explain me on what basis will you give an exclusive interview with your client?

An exclusive interview is a targeted interview, matching an important market demographic. Emphasize the business values of the interview. Be clear about your intended goals in granting an interview and the benefits to the client.

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