1. Explain what is the basis for selecting a PR consultant?

The following are the factors considered for selecting a PR consultant:

Be a subject matter expert and specialist in the PR domain
Able to demonstrate the excellent writing skills
Knowledge of different writing styles
Having expertise in media management and measurement
Consultancy fees etc.

2. Can you explain what are the reasons for exhibiting at trade shows?

The following are the reasons for exhibiting at trade shows:

Generating new sale leads
Creating product/service awareness to target audience
Actual sales can be made at the counter
A platform to introduce new products and services
A place to prospect potential customers
Live product/service demonstrations
Enhancing corporate image
Improving the brand visibility

3. Can you explain advantages and disadvantages of appointing a PR consultancy?

Advantages of appointing a PR consultancy

The main advantage of appointing a PR consultancy is to minimize the budget criteria and to maximize the knowledge potential of consulting team for welfare of the organization. Therefore, the media contacts will help the organization to enhance the company and brand awareness.

Disadvantages of appointing a PR consultancy

There is a great possibility that the outsourcing of PR results in distraction from the PR agency focusing on other clients and also not able to synch with the company's internal culture.

4. Explain advantages and disadvantages of in-house PR department?

Advantages of an in-house PR department

The main advantage of setting up an internal PR department is that the team will focus only on the company products and its markets. They will act as an effective spokes persons for building the reputation of the company.

Disadvantages of an in-house PR department

The main disadvantage is that one person should do all the work due to non -availability of additional man power that involves the cost factor to it. Therefore, the lack of resources limits the visibility of the company and product awareness in the market place.

5. Can you explain what is interactive PR and what are the various elements comprising interactive PR?

An interactive public relation is a process which uses the internet as a medium to communicate messages to the public. The various elements comprising of interactive PR are as follows:

Search engines
Social media marketing
Web 2.0 technologies
Developing blogs
Online press releases

The main objective of interactive public relations is to use the power of web media to the maximum potential beyond the limit of traditional media. And it helps to have a direct dialogue with customers and potential target audience.

6. Explain what are the various activities done for PR?

A public relations (PR) officer often works in-house and can be found in both the private and public sectors. Some PR officers may be based in consultancies.

The role is very varied and will depend on the organization and sector. Tasks typically involve:

Planning, developing and implementing PR strategies
Liaising with colleagues and key spokespeople
Liaising with and answering enquiries from media, individuals and other organizations, often via telephone and email
Researching, writing and distributing press releases to targeted media
Collating and analyzing media coverage
Writing and editing in-house magazines, case studies, speeches, articles and annual reports
Preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmers;
Devising and coordinating photo opportunities
Organizing events including press conferences, exhibitions, open days and press tours
Maintaining and updating information on the organization's website
Sourcing and managing speaking and sponsorship opportunities
Commissioning market research
Fostering community relations through events such as open days and through involvement in community initiatives
Managing the PR aspect of a potential crisis situation

7. Tell me what are the role, nature and responsibilities of a PR person?

The PR professional has to:

Understand the requirement of his company or client
Write press releases
Organize news conferences
Produce company newsletters.
Deal with PR agencies
Deal with media
Deal with management

The nature of his jobs needs him to:

Think logically during a crisis
Analyze and update himself with the trends in the industry
Be aware about the clients competitors and its presence and activities in the market
Have excellent media relations
Be a good Public Speaker
Represent his company at conferences
Arrange press launches
Act as the client's spokesperson
Provide training to the client to be his/her own spokesperson
Do Online PR
Manage Events
Evaluation the effect of a PR activity
Establish corporate identity
Do strategic planning

8. Can you explain how is PR different from advertising?

Advertising Promotion

It is a one way communication process
The message coverage is payable to mass media
Agency controls the timing
Purpose of advertising is to create an awareness about product/services in order to make a sale
Advertising content is creative in nature

Public Relations

It is a two way communication process
The message coverage in mass media is not payable
Media controls the timing
Purpose of public relation is to create and enhance the reputation of any company
It provides the real content

9. Do you know what are the qualities expected in a PR person?

The following are the qualities expected out of a PR person:

Willing to work long hours
Ability to find new networks/contacts
Good communication skills both written and oral
Adept in time management
Ability to do multi tasks
Masters in media or advertising qualification
Operational planning etc.

10. Can you explain what is the purpose of a Public Relations person?

The purposes of a Public Relations person are as follows:

To enhance the reputation of a company
Also known as “Reputation Protectors” and “Image Creators”
Turnaround the company into crisis to a normal situation
To cerate product awareness
To enhance brand awareness and brand recall
Creating impressive press releases about the product re-launch, events, exhibition, new product introduction etc.

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