Hiring public relations managers

There are many strategies for increasing a client’s publicity, from public appearances to news placements. Strong public relations managers know which strategies are most reliable and produce the best outcomes for their clients. Ideal candidates will be able to explain in detail how and why they employ specific PR tactics.

Networking is essential for public relations managers, whether they are developing relationships with clients, media outlets, or their colleagues. By tapping into these relationships, candidates can more easily gain news coverage and press for their clients. This question will help you to understand how the candidate plans to build their network, as well as any existing connections they can leverage.

A good public relations manager comes prepared with actionable strategies and tools to measure the success of any PR campaign. This process allows them to mitigate risks and repeat positive outcomes. Strong candidates will share their process for monitoring campaigns, and course correcting if necessary, to meet their goals.

The best candidates will have a strong track record of success with public relations campaigns. This question provides an opportunity for public relations managers to demonstrate their skills and experience. Through examples, they can highlight the strengths of their strategies and specific results.

In times of crisis, public relations professionals are problem-solvers. Crisis management requires a calm, collected approach to facing challenges and communicating a client’s message effectively. The best public relations managers are quick to assess and react to PR crises with actionable strategies. 

Public relations managers often work with a diverse group of clients who have unique communication, organizational preferences, and PR goals. Sometimes the public relations manager’s desired approach won’t align with their client’s, and they’ll need to adapt accordingly.  A strong candidate can clearly demonstrate how they approach varying types of clients and strategies for resolving conflicts. 

Public relations managers must demonstrate an in-depth understanding of the media industry, PR trends, and journalistic integrity. To keep up with news and PR updates, public relations managers should have a preferred list of media outlets that they follow. Depending on the interests and perspective of an organization, expectations for a candidate’s familiarity with certain publications may vary.

Before creating any strategy or deliverable, public relations managers need to conduct internal and external research on the product, service, or issue they’re working on. The best public relations managers are skilled researchers, prepared to find any resource or stat. They ground their work in facts, use reputable sources, and verify all information before publication.

Public relations management is a career with ample growth potential. This question helps reveal a candidate’s passion for the field, as well as their reasons for applying to your organization. Understanding a candidate’s ambitions will help determine whether they are a good fit for your organization and whether you can provide the professional opportunities they’re seeking.