Media and Public Relations
Manages communication and other activities in order to create and sustain a positive image of the company to the public.
Level 1 Introductory: Demonstrates introductory understanding and ability and, with guidance, applies the competency in a few, simple situations. Can direct people to the appropriate source for further information.
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?
Level 2 Basic: Demonstrates basic knowledge and ability and, with guidance, can apply the competency in common situations that present limited difficulties.
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.
- Drafts 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?
Level 3 Intermediate: Demonstrates solid knowledge and ability, and can apply the competency, with minimal or no guidance, in the full range of typical situations. Would require guidance to handle novel or more complex situations.
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?
Level 4 Advanced: Demonstrates advanced knowledge and ability and can apply the competency in new or complex situations. Guides other professionals.
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?
Level 5 Expert: Demonstrates expert knowledge and ability, and can apply the competency in the most complex situations. Develops new approaches, methods or policies in the area. Is recognized as an expert, internally and/or externally.
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