Breaking Into PR: How to Nail Your Next Interview
Interviews can be intimidating, especially in public relations (PR) where communication means everything. PR is all about communication, problem solving, and relationship-building, and interviews are the perfect chance to show that you have what it takes. Whether you’re applying for an agency, corporate, or even a nonprofit PR role, you’ll need to prove that you can think on your feet and tell stories through strategic communication. This guide will walk you through how to do just that by preparing for your next PR interview.
The Steps You can Take to Prepare
Before walking into an interview, make sure you understand what PR is all about. Employers will look for strong communication skills, an understanding of media, strong writing ability, and the capacity to handle crises. The type of PR job you are interviewing for matters too: Agencies move fast and handle multiple clients, corporate PR focuses on reputations for specific brands’, and nonprofit PR involves advocacy and storytelling. Understanding the environment you want to work in will help you tailor your interview approach.
You will always want to start by researching the company you’re applying for. Look at the organization’s website, social media, and newsroom if they have one. If they work with clients, check out some of the company’s campaigns. It’s crucial that you understand the role you are applying for and have questions prepared to gain an even better understanding of the role. In addition, it’s helpful to think about how your lived experiences align with the role and the company’s mission. Be ready to discuss these points and why you are interested in working in PR.
The following are some common questions you can expect to be asked during your interview. You can use the STAR method (Situation, Task, Action, Result) to structure your answers:
“Tell me about yourself.” This is a question you can almost always expect to be asked toward the beginning of your interview. Your answer to this question should highlight your education, internships, extracurriculars, and any relevant experience you have in relation to the role you're interviewing for. As this often sets the tone for the rest of the interview, strike a balance between discussing personal interests, but keeping your responses professional and PR-based. Start with your current status, like your studies in school and highlight key skills you have gained; such as writing, social media management, or campaign strategy. You can discuss some of your personal interests and traits here as well. The employer is not only seeking a qualified individual, but likely one that is friendly and aligns with the workplace environment. Then, you can begin to wrap up with why you are excited about this role and how it aligns with your career goals and character.
“How do you handle conflicts and crisis communication?” As students, we don’t always have a lot of experience handling crises. But if you do, you will want to use one specific example you’ve experienced to discuss. If you don’t have an example, you will want to use a hypothetical example. In your answer, you want to exemplify that you understand how to approach difficult situations, can stay calm under pressure, and can produce a resolution.
Another way to better your chances of getting the PR position is having a strong and diverse portfolio that highlights your best work. This alone can set you apart from other candidates, and can serve as proof of your skills and expertise. Bring writing samples like press releases, media pitches, or social media campaigns. If you have internship experience, be ready to talk about the projects you worked on. If you have experience with managing social media, photography, and even graphic design, include pieces to highlight that as well. Mentioning any PR tools you are familiar with, like MuckRack or Meltwater, will stand out to an employer as well. If you are not familiar with PR tools, emphasize your willingness and eagerness to learn the various tools. As an Advertising and Public Relations student at GVSU, I know that students are given project-based assignments like campaigns. Various projects completed in coursework would also make great portfolio pieces. Wherever your experience comes from,demonstrating industry knowledge and drive through your work will make you stand out as a potential candidate.
PR is not just about strategy and knowing certain tools and programs–it is also about relationships and having the right soft skills. Confidence, adaptability, and interpersonal communication are just a few soft skills that are crucial for thriving in the PR industry. You want to reflect these skills within your discussions between you and the employer. Be mindful of your body language and ensure the way you carry yourself aligns with your soft skills. Employers want to see that you can connect with them, company employees, and clients through exemplifying these skills.
In addition, you always want to have a few questions prepared to ask the employer. It shows that you are engaged and have a serious interest in the role. This is also an opportunity to show the employer you did your research by asking questions about the company values. Some of these questions could be:
What does success look like in this role?
What are some challenges the PR team faces?
How does the company approach crisis management?
Can you share an example of how _____ value is reflected in your employees' work?
Following the interview, you will want to send a thank-you email within 24 hours. Make sure to keep this personalized message short and express appreciation for the opportunity. If you do not hear back within the expected timeframe, follow up politely to show your dedication and interest in the position. You can thank them following an interview as well via email or a physical letter.. Regardless of the outcome, reflect on your interview and what you can improve on for next time.
PR interviews are all about preparation, confidence, and the ability to communicate effectively. Do your research on the position and company, and show up ready to showcase your skills. Interviewing can be intimidating, but the more you practice your interviewing skills, the more comfortable you will become. If an interview does not go as planned, take time to reflect on what could have gone better and how you might improve your responses for next time. It is completely normal to have interviews that do not result in a job offer, but how you respond the “no’s” allow you to grow in the professional world. Every interview is a learning experience, and rejection does not mean failure. It just means that the role was not the right fit at that time. Keep refining your approach, stay persistent, and you’ll be sure to nail the right position for you.
Kristina is a junior studying Advertising and Public Relations with a minor in Political Science. This is Kristina's first semester in Grand PR as an account associate. With little to no experience in the PR industry, Kristina is excited to learn and grow as a PR professional. Kristina also has a passion for political science and legal studies. After graduating from Grand Valley, Kristina plans to attend law school.