If you're a graduate looking to get into PR and need to get a feel for the kind of questions employers might ask at interview, then make sure you research these graduate PR interview questions below. These questions and answers are taken from real graduate interviews, and compiled to give you an idea of what to expect and how to prepare your answers.
Example PR Interview Questions:
1. How would you pitch a story to a journalist who isn’t initially interested?
Interviewer Expectation: The interviewer is assessing your communication skills, creativity, and understanding of media relations. They want to know how you adapt your message and stay persuasive without being pushy.
Example Answer: "(Situation) At university, I promoted a student-led charity event and needed local media coverage. (Task) One journalist declined as it didn’t seem newsworthy. (Action) I reframed the story to focus on student initiative and the cause's community impact. I also offered a compelling photo opportunity and quotes. (Result) The journalist agreed to cover the event, which boosted attendance and donations."
2. Can you describe a time when you handled a negative response to a campaign or idea?
Interviewer Expectation: The interviewer wants to see how you deal with criticism and stay professional under pressure. Resilience, problem-solving, and emotional intelligence are key.
Example Answer: "(Situation) I helped organise a social media campaign for our student union. (Task) One post received negative comments due to unclear wording. (Action) I responded calmly, clarified the message, and updated the post for clarity. I also discussed the feedback with the team to improve future content. (Result) The situation was resolved quickly, and engagement returned to normal."
3. What channels would you use to build a PR campaign for a university open day?
Interviewer Expectation: This tests your knowledge of PR tools, audience targeting, and campaign planning.
Example Answer: "(Situation) As a student ambassador, I supported the promotion of open days. (Task) I was tasked with increasing student turnout. (Action) I suggested a mix of email, social media, and local press. I created engaging posts, targeted sixth-formers, and arranged student testimonials. (Result) We saw a noticeable rise in sign-ups and event attendance."
4. Describe a time you successfully worked as part of a team on a communications project.
Interviewer Expectation: Teamwork and collaboration are vital in PR. The interviewer wants to know how you contribute and communicate in a group setting.
Example Answer: "(Situation) During a group presentation for my communications module, we analysed a real PR case study. (Task) My role was to research media strategy and present it clearly. (Action) I collaborated closely with my group, shared ideas, and helped edit slides. (Result) We delivered a cohesive presentation and received top marks for teamwork and insight."
5. What do you know about writing press releases?
Interviewer Expectation: Understanding of press release structure and style is important. They want to see your writing skills and attention to media-friendly content.
Example Answer: "(Situation) I learnt to write press releases during a university PR workshop. (Task) I had to draft one for a mock product launch. (Action) I wrote a headline, included key information in the opening paragraph, and added quotes and contact details. (Result) My release was chosen as a class example for being clear and well-structured."
6. How do you measure the success of a PR campaign?
Interviewer Expectation: They want to see if you understand the importance of evaluation and using key performance indicators.
Example Answer: "(Situation) For a student mental health campaign, we wanted to raise awareness and drive attendance to support sessions. (Task) I helped track engagement. (Action) We measured social media reach, attendance numbers, and post-event feedback. (Result) We exceeded our targets and used the data to improve future events."
7. How do you keep up with trends and news in the PR industry?
Interviewer Expectation: This question looks at your passion for PR and proactive learning
Example Answer: "(Situation) As part of my interest in PR, I make time to stay informed. (Task) I aim to keep up with industry trends and best practices. (Action) I follow PR Week, subscribe to newsletters, and listen to PR podcasts. I also attend online events when possible. (Result) This helps me stay updated and build relevant knowledge."
8. Tell me about a time you had to manage multiple deadlines or priorities.
Interviewer Expectation: Time management and organisation are essential in PR. They want to see how you handle pressure and stay focused.
Example Answer: "(Situation) During exam season, I was balancing revision, my part-time job, and leading a university society’s social media. (Task) I had to ensure all tasks were done well. (Action) I used a planner to schedule my time, set daily goals, and worked in short bursts. (Result) I met all deadlines, maintained my grades, and kept our followers engaged."
9. What makes a story newsworthy?
Interviewer Expectation: They're testing your news judgement and awareness of what interests the media.
Example Answer: "(Situation) I explored this while writing articles for our university magazine. (Task) I needed to choose stories students would read. (Action) I focused on timeliness, relevance, and human interest. For example, I interviewed a student who launched a social enterprise. (Result) It became one of our most-read pieces that term."
10. Why are you interested in working in PR?
Interviewer Expectation: This is personalised to everyone. Your interviewer is testing your motivation and whether you've researched the industry. They want to hear enthusiasm and a good match between your skills and PR.
Example Answer: "(Situation) At university, I discovered how much I enjoy storytelling, building relationships, and working on creative projects. (Task) I wanted a career that combines these strengths. (Action) I explored PR through modules, volunteering, and independent reading. (Result) I realised PR suits my personality and interests, and I'm excited to grow in this field."