The Top 10 Public Relations Manager Interview Questions and How to Answer Them

You can expect to be asked a lot of different questions during your interview for the job of public relations manager. These questions will be meant to test your communication, crisis management, relationship building, leadership, and other skills.

To help you prepare for your upcoming interview, I’ve compiled this list of the top 10 commonly asked public relations manager interview questions along with tips on how to answer them effectively

1. Which PR firms do you admire and why?

This question aims to gauge your knowledge of the PR industry and assess which firms you see as leaders. When responding, pick 1-2 reputable PR agencies and explain what impresses you about their work. You might cite:

• Their client roster and ability to attract big-name accounts
• The creativity and innovation in their campaigns
• Their reputation for delivering measurable results
• How they navigate crisis communications or promote social causes
• Awards or recognition they’ve received

Focus on firms’ strengths that align with the role you’re pursuing. This displays your understanding of successful PR strategies.

2. Which media outlets do you follow?

With this question, interviewers want to know what media outlets and publications you regularly use to keep up with news and trends in your field. Respond by naming 2-3 outlets you follow closely and why, such as:

• Trade publications like PRWeek for their insider knowledge and PR campaign case studies
• Local news sites to understand issues in the community you’d be serving
• Major national newspapers like the New York Times for their influence and reach
• Social media channels of key journalists and influencers to get real-time updates

Demonstrate you stay on top of media most relevant for the specific role or location

3. Talk about the difference between PR and advertising.

Since PR is often confused with advertising, hiring managers want to confirm you understand where these disciplines overlap and differ. In your response, touch on

• Advertising’s focus on paid placement and direct promotion of products/services
• PR’s emphasis on building relationships with media and other third-party ambassadors
• How PR focuses more on overall brand messaging and reputation vs. specific sales objectives
• The value of earned media that PR generates vs. paid ads

Convey your deep knowledge of PR strategies beyond advertising and selling.

4. How do you choose angles for a story pitch?

Story pitches are the lifeblood of PR, so interviewers want to assess your judgment in crafting angles that will appeal to media outlets and their audiences. In your answer, explain your process such as:

• Researching reporters’ interests and publication/broadcast style
• Identifying new developments in the brand or industry that offer news value
• Considering seasonality, trends, and current events that could make angles timely
• Brainstorming creative approaches like linking data to larger issues, tying announcements to cultural moments, or localizing national stories

Showcase your understanding of what makes a pitch stand out. Provide examples of unique angles you’ve used in the past too.

5. What media placements are you most proud of?

This question allows you to demonstrate your successful track record securing media coverage. Pick 1-2 career highlights such as:

• Placements in major national publications or top-tier broadcast outlets
• Features profiling company executives
• Campaigns that yielded extensive positive coverage across outlets
• Segments on TV morning shows or popular radio programs
• Interviews in niche publications aligned with the brand’s focus

Focus on placements where you overcame challenges like tight deadlines, small budgets, or stringent policies.

6. How would you handle a PR crisis or negative media coverage?

Since managing crises is an inevitable part of a PR role, hiring managers want to know how you’d respond. Be sure to highlight crisis communication strategies like:

• Assembling a response team of legal, HR, executives etc.
• Expressing concern for those affected and outlining solution-focused next steps
• Being responsive and transparent in all communications
• Providing regular updates as the situation unfolds
• Considering spokespeople who will inspire trust and empathy

Emphasize protecting the organization’s reputation through ethical, timely responses. Provide an example if possible.

7. How do you use social media to support PR initiatives?

Social media is now a major component of public relations, so interviewers want to assess your experience leveraging these platforms. In your answer, discuss tactics like:

• Researching relevant hashtags and online conversations to join
• Engaging directly with journalists, bloggers and influencers
• Promoting brand content, events and news announcements
• Monitoring feedback and brand mentions
• Analyzing metrics like shares, retweets and engagement

Convey your ability to strategically use social media to extend PR campaigns’ reach and impact. Provide examples if you can.

8. How would you measure the success of a PR campaign?

It’s crucial for PR managers to quantify their results, so this question tests your analytics skills. In your response, mention metrics like:

• Media impressions and publicity values
• Website visits and backlinks
• Social media reach and engagement
• Event turnout and attendee feedback
• Sentiment analysis and share of voice
• Lead generation and sales lift

Discuss how you’d set benchmarks and track both quantitative and qualitative factors to showcase PR’s impact.

9. What experience do you have with event planning?

Events allow brands to directly engage stakeholders, so hiring managers want to know your experience. Highlight skills like:

• Defining event goals, target audience and messaging
• Managing logistics like venue, staffing, programming, and vendors
• Promoting via email, social media, advertising and media pitches
• Building buzz and relationships with influencer invites
• Capturing photos, video and content during the event
• Measuring success based on objectives like attendance, social buzz, lead generation etc.

Provide examples of specific events you handled from conception to execution.

10. Where do you see this field going in the next 5 years?

This question tests your ability to think strategically and stay on top of PR trends. In your response, you might mention:

• A shift towards brands acting as publishers of owned media
• The rise of influencer marketing and nano-influencers
• A move towards two-way communication with publics vs. one-way messaging
• The power of personalized and localized messaging
• A demand for quantifiable results and ROI
• More focus on brand purpose and social causes

Demonstrate your forward-thinking mindset and ability to adapt to a changing PR landscape.

Preparing responses to common questions like these is the best way to walk into your public relations manager interview with confidence. Remember to draw on specific examples and data to showcase your experience. With the right preparation, you’ll be ready to communicate your value and land the role.