Media and Public Relation

Manages communication and other activities in order to create and sustain a positive image of the company to the public.

BEHAVIORS

• Articulates the role of clear communication in creating and sustaining a positive corporate image.

• Assists in the preparation of communication materials (e.g., speeches, briefing notes, presentations, communique, media kits, Q&As, background information, etc.).

• Participates in organizing media coverage for company activities that create positive awareness of the company.

• Performs basic media relations activities under the direction (e.g. circulating press releases, media monitoring/scanning).

• Responds to requests for information from the media or escalates to another appropriate spokesperson or information source.

QUESTIONS

• Describe a situation that you had to use several PR tools and techniques to augment your organization's image.

Probing Questions

* What was the circumstance that required it?

* How did you decide which tools and techniques to use?

* Was it successful?

* What did you learn from it?

• Describe a situation that you had to assist in handling a social media crisis.

Probing Questions

* Describe the situation and your role.

* How did you handle it?

* What were the priorities?

* What were the results?

BEHAVIORS

• Responds to requests for information from the media or designates another appropriate spokesperson or information source.

• Develops and maintains contacts with key public figures/leaders, local public relations and the media for the organization’s advantage under guidance.

• Recognizes and reports issues and situations that might have an adverse impact on the company’s image and reputation.

• Develops content for communication materials.

• Prepares or edits organizational publications for internal and external audiences, including employee newsletters and stockholders’ reports.

• Draft speeches for company executives.

• Arranges interviews and other forms of contact for them.

QUESTIONS

• Describe the most difficult situation you have been in when responding to media and public inquiries.

Probing Questions

* What made it difficult?

* How did you handle it?

* Who else did you involve?

* What were the results?

• Describe a time when you created a press release, a bylined article, case study, or other communications that were misunderstood by the audience.

Probing Questions

* Where did the misunderstanding come from?

* How did you handle the situation?

* Who else did you involve in it?

* What did you learn?

BEHAVIORS

• Initiates relationships with key individuals and groups in the media space targeted at the enhancement of the company’s image and reputation.

• Identifies main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.

• Coaches client representatives in effective communication with the public and with employees.

• Develops communication messages/materials and identifies the most appropriate media/channel to deliver messages to reach defined audiences and achieve communication objectives.

• Monitors/analyses media stories on the company and assesses implications on the company’s reputation.

• Arranges public appearances, lectures, contests, or exhibits for clients to increase product and service awareness and to promote goodwill.

QUESTIONS

• Give me an example of when a co-worker or manager disagreed with the media relations strategy or tactic that you recommended.

Probing Questions

* Why did they disagree?

* How did you handle this?

* Did you implement any changes?

* What did you learn from it?

• Describe a situation in an organization where you were the key liaison with external agencies and service providers for communication materials.

Probing Questions

* What were the criteria which led you to establish working relationships with external providers of communications materials?

* What external bodies did you make use of and for what services?

* How did you handle the situation?

* What was the outcome?

• Describe a time where you organized and prepared a client for a public event.

Probing Questions

* What was the situation?

* Why did you want your client to participate in the event?

* What challenges did you face?

* Were your efforts successful?

BEHAVIORS

• Resolves media-related issues likely to affect the company’s reputation.

• Analyses the effectiveness of the communication strategy and if necessary develops interventions.

• Establishes and maintains working relationships with clients, government officials, and media representatives and uses these relationships to develop new business opportunities.

• Coaches others on ways of communicating delicate or sensitive issues to the public.

• Identifies and acts on opportunities (including possible company activities) to improve public perception and gain public support.

• Builds trust and credibility with key community/public figures and groups.

QUESTIONS

• Describe a situation where you had to manage a public relations crisis for your organization.

Probing Questions

* What was the situation?

* Who was involved?

* Did you use an external agency in developing the crisis management plan?

* What was the result?

• Tell me about a time you had to manage your organization’s public image.

Probing Questions

* Why was this necessary?

* What was your role in this situation?

* To whom did you direct your image management efforts? Why?

* What was the outcome?

BEHAVIORS

• Develops and oversees the implementation of the communication strategy.

• Speaks publicly on behalf of the organization on a variety of issues, enhancing public opinion about the company.

• Establishes long-term plans and strategies hinged on public relations, for sustaining goodwill for the organization.

• Studies the objectives, promotional policies and needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products and services.

• Plans and directs the development and communication of informational programs to maintain favorable public and stockholder perceptions of an organization’s accomplishments and agenda.

• Oversees and coordinates media relations activities and guides communication staff.

QUESTIONS

• Describe a situation when you had to appoint a PR consultancy despite having an internal PR and Media Relations Department.

Probing Questions

* Describe the situation and your role.

* What was the challenge?

* What process did you follow to select the PR consultancy?

* How did it all work out?

• Describe a situation where you developed a PR and media relations strategy that supported the overall business objectives and complemented advertising efforts.

Probing Questions

* Describe your role in the situation.

* What was the main challenge?

* Who reviewed/approved your work?

* What did you learn from that process?