Why this matters:
In today’s rapidly digitizing world, social media is a critical branding component. Companies that strategically engage with customers on social media are more likely to achieve success. A strong candidate knows how to manage social media accounts for optimum results, using external tools when available to improve performance.
What to listen for:
- Experience with popular social media platforms, such as Instagram, Twitter, LinkedIn, and TikTok
- Familiarity with optimization and monitoring tools, such as Hootsuite, TweetDeck, and Sumo
- Detailed strategy for leveraging social media for PR purposes
Why this matters:
Your public relations officer, in addition to generating ideas, must be able to evaluate their projects’ success. The best candidates have the know-how to perform these kinds of measurements and analysis — whether that’s turning to optimization and analysis tools or surveying customers and leads — to see what’s working and what isn’t.
What to listen for:
- Familiarity with performance metrics, such as website impressions and click-through rates
- Ability to continually optimize measurement and optimization strategies
- Experience with PR analytics tools, such as Cision
Why this matters:
Press releases are a crucial public relations tool: they enable companies to set key narratives by explaining current events and internal decisions to both key stakeholders and the greater public. Strong candidates should be able to confidently write and edit press releases, or supervise the process from start to finish.
What to listen for:
- Strong written communication skills
- Ability to identify and include relevant findings in a strategic, efficient manner
- Excellent attention to detail
Why this matters:
In the fast-paced world of public relations, every company faces unique challenges. Your candidate should be prepared to recognize potential problems — especially before they escalate — and devise creative solutions. The best PR officers will be able to act decisively under pressure, turning to others for assistance when necessary.
What to listen for:
- A creative approach to problem-solving
- Ability to maintain composure while under pressure
- Accountability for any oversights
Why this matters:
Public relations officers often encounter unexpected challenges. When the stakes are high, every decision has the potential to reshape a company’s public image. The best candidates know how to make informed decisions under pressure, reprioritize tasks when necessary, and maintain open communication with team members and clients.
What to listen for:
- Ability to assess and respond to high-pressure situations calmly and logically
- A reliable task management strategy
- Strong leadership and teamwork skills
Why this matters:
Answering questions from the press is one of the chief responsibilities of a public relations officer. Often, candidates can turn to established talking points, but some questions might require more thought and caution. Candidates should be able to react decisively to such situations — especially when their words may have considerable reputational impact.
What to listen for:
- Ability to think on one’s feet
- Excellent writing and public speaking skills
- Willingness to ask for help from team members when necessary
Why this matters:
Public relations officers work in fast-paced, demanding environments that are often full of surprises. Candidates must have the right temperament to flourish in such an environment. PR officers who are organized, creative, and resilient will be able to dive into the unique world of public relations head-first.
What to listen for:
- Comfort working in a fast-paced, high-pressure setting
- Hunger for new challenges and opportunities
- Capacity to take on greater responsibilities over time
Why this matters:
Writing is one of the most important skills in a public relations officer’s toolkit. Written communications are often the backbone of a public relations strategy, supporting every other aspect. The best candidates have a strong foundation in writing, but aren’t content with that: they’re always developing their skills to deliver a better message.
What to listen for:
- Experience with different kinds of writing
- A long-term strategy for refining skills
- An excellent work ethic
Why this matters:
Public relations officers rarely work alone. Their team encompasses numerous skill sets that work together to strengthen the brand. How a candidate answers this question will provide insight into their ability to thrive in a collaborative environment, willingness to lead, and openness to new perspectives.
What to listen for:
- A patient, open-minded attitude
- Willingness to take initiative when necessary
- Willingness to accept and respond to feedback in a productive manner
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