Behavioral Interview Prep for Public Relations and Communications Roles

Preparing for a behavioral interview for a Public Relations (PR) or Communications role requires a strategic approach, given the dynamic nature of these positions. These roles are typically centered around communication, problem-solving, and interpersonal skills, and the interview questions will likely revolve around assessing how you’ve demonstrated these skills in past work experiences.

Here are some tips and sample behavioral interview questions to help you prepare effectively:

1. Understand the Key Skills

PR and Communications roles demand a wide range of skills. Familiarize yourself with the key areas that employers look for, such as:

• Media relations: Ability to build relationships with journalists and media outlets.

• Crisis management: Handling difficult or high-pressure situations with poise.

• Content creation: Crafting messages that resonate with diverse audiences.

• Project management: Ability to manage multiple projects simultaneously.

• Interpersonal communication: Effective interaction with stakeholders both internally and externally.

2. Prepare Using the STAR Method

Behavioral interview questions often follow the STAR method, which stands for:

• Situation: Describe the context or background of the situation.

• Task: Explain your role and responsibility.

• Action: Detail the actions you took to address the situation.

• Result: Share the outcome, including any measurable success.

3. Anticipate Common Behavioral Interview Questions

Here are some common behavioral interview questions for PR and Communications roles, along with suggestions for structuring your answers:

a. Tell me about a time when you had to manage a crisis or sensitive issue in your organization.

• Situation: “At my previous job, a company executive was involved in a public controversy that started trending on social media.”

• Task: “As the PR lead, I was responsible for managing the media response and preserving the company’s reputation.”

• Action: “I quickly assembled a response team, drafted a press release, and coordinated with our legal team to ensure that our message was consistent and legally sound.”

• Result: “Our prompt and transparent response minimized media backlash and helped the company navigate through the issue with minimal long-term damage to our brand.”

b. Describe a time when you had to create a communication strategy for a new product or initiative.

• Situation: “Our company was launching a new product that targeted a younger demographic.”

• Task: “I was tasked with developing a communication plan to effectively promote the launch across multiple channels.”

• Action: “I conducted market research, identified key influencers, and created a social media campaign. I also worked with the marketing team to align the product messaging with the target audience’s values.”

• Result: “The campaign resulted in a 20% increase in social media engagement and contributed to a successful product launch with high visibility.”

c. Tell me about a time when you had to work with a difficult client or stakeholder.

• Situation: “I was assigned to work on a campaign with a key client who had very specific and, at times, conflicting requests.”

• Task: “It was my responsibility to ensure that their needs were met while also maintaining a cohesive brand message.”

• Action: “I set up regular check-ins to clarify expectations and manage any concerns. I also proposed a few creative solutions that satisfied their needs without deviating too much from the original vision.”

• Result: “By fostering open communication, I was able to successfully deliver the campaign on time, and the client was extremely pleased with the outcome.”

d. Can you provide an example of how you handled a situation where you had to meet tight deadlines?

• Situation: “I was working on a press release for an event that was announced at the last minute.”

• Task: “My role was to write, edit, and distribute the press release within a very short timeframe.”

• Action: “I collaborated closely with the event team to gather key details and used a template for faster turnaround. I prioritized tasks and communicated with the media team to ensure swift distribution.”

• Result: “We successfully distributed the press release on time, which led to coverage from several major outlets.”

e. Tell me about a time when you had to adapt your communication style to a diverse audience.

• Situation: “During a product launch, we were targeting both millennials and baby boomers, two very different demographic groups.”

• Task: “I needed to create a communication plan that would resonate with both groups.”

• Action: “I developed two different approaches: one with a more casual, social media-focused tone for millennials, and another with a more formal, informative tone for baby boomers. I also tailored the content to fit each group’s preferences for receiving information.”

• Result: “The campaign saw a high level of engagement from both groups, and the product launch exceeded sales expectations.”

4. Show Your Passion for PR and Communications

Public Relations and Communications professionals are often the face of their organizations, and hiring managers will look for candidates who demonstrate a genuine passion for the field. You can highlight:

• Your interest in storytelling: Talk about how you enjoy crafting narratives and conveying messages to different audiences.

• Your adaptability: Show that you’re excited about adapting to new platforms or communication channels as the landscape evolves.

• Your focus on building relationships: Emphasize your ability to establish and maintain strong, positive relationships with journalists, stakeholders, and team members.

5. Practice Your Responses

You don’t need to memorize answers, but practicing your responses will help you feel more confident and ensure that your answers are concise and compelling. Consider doing mock interviews with a friend or mentor to refine your storytelling skills.

6. Research the Company and Role

Before the interview, take the time to understand the company’s public image, mission, values, and recent PR campaigns. Knowing the organization’s tone and how they communicate with their audiences will give you insight into what the role entails and help you tailor your responses.

Final Thoughts

In a PR or Communications role, employers are looking for someone who is adaptable, calm under pressure, and capable of handling multiple communication channels. By preparing concrete examples of your past work using the STAR method and showing your passion for the role, you’ll be ready to shine during your behavioral interview.