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Are you a graduate in Management and Administration? Are you a person with outstanding strategies, communication skills and positivity towards any situation then log onto to www.wisdomjobs.com. Public Relations ( PR) is about managing reputation. A career in PR involves gaining, understanding and support for your clients as well as trying to influence opinion and behaviour. PR uses all forms of media and communication to build, maintain and manage the reputation of the clients. PR specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. So explore your career as PR Specialist, Social Media Manager, Publicist, Spokesperson and so on by looking into Public Relations job interview question and answers given.
Public relations is a profession that looks after the reputation of a personality or a company. public relations specialists work with the aim of helping the company and its customers earn mutual understanding. PR is a planned and continuous effort of establishing and maintaining goodwill of any organization or person.
This job is created to provide positive publicity to a company's clients and enhance its reputation. A perfect PR must have the knowledge of some important factors such as persuasion, information, communication, public opinion and public policies.
Public relations specialists must have good communication skills, a methodical approach to find information, and an ability to work in a stressful environment. Being a PR professional, I must know how to create and maintain clients' reputation in public. I should even have good writing skills as there is a need of written material for press releases, plan and direct public relations programs, and raise funds for the organization I am working with.
These are the basic qualities that every PR person should possess. Here are some additional qualities that can help me grow faster.
I believe that I possess most of these qualities and being a quick learner enables me to pick up the new ones fast.
If you are a public relations specialist, your job profile depends on the type of organization or company you are working for which can either be a public body, business or a voluntary organization.
Their work is to communicate important messages, often using a third party endorsement, to the target audiences in order to establish and maintain goodwill and understanding between the organization and their customers.
Below are the things that are commonly included in the job profile of a public relations specialist:
As the field of communication is growing, public relations is more than press releases and press conferences. Social media and Internet are the recent trends for PR strategies, and here are some trends to watch.
Change in the traditional forms of press releases - the old forms are mostly filled with texts and it gets boring for the reader to read so much without illustrations. Through the Internet and social media these documents will be more appealing to the readers with images and videos.
Public relations specialists will be required by every corporate office - With The growing trend of Internet and social media the pressure on businesses to be transparent and practice open communication, has increased.
PR will be more about building relationships - Social media will be used by public relations specialists to deliver relevant information to the public and get connected to them. Followers are not just a number of people, in fact they are opportunities to build stronger relationships.
Public relations is more about building your client's reputation but at the same time you need to be honest at some places as you cannot cheat your audience. A customer does not require each and every information of your organization but he should be given what is in his interest.
Advocacy is more about presenting information in a transparent manner. So, being a public relations specialist, you need to be transparent wherever it is important to be, but you need to remain objective at times too, as it is stated earlier that your audience does not require every detail of the company. It is all about balancing the reputation without compromising on the facts.
Being a public relations personnel you must know the techniques of making an effective pitch. Here are some common ideas to put a pitch together.
Choose your target: Your target must be according to your requirement, so that it actually fits.
Go through the writer's previous articles: Before you make any pitch you must go through the writer's articles and know about their interests, styles, and know the ways you can promote them further along their lines.
Plan your pitch in advance: Plan out your pitch on the basis of what the story would be. You can make your first pitch through an email and then, you can call.
Speaking to the point: While making a pitch you must speak to the point and let the reporter know what the subject is and what your reasons are for taking the interview. And at that point there is no sense in buttering them as they must know your interests are sincere.
Be specific about the purpose of the interview: If you are not specific about the purpose of the interview, reporters may entertain you once but not from the next time.
The kind of media outlets you follow reflect your interests and your character. If you are appearing for a job interview in a company that deals with technology, you must follow outlets like Wired, Gizmodo, or TechCrunch.
It is not just about following media outlets, make sure that you did a serious research since interviewers are usually smart enough to know who is genuine and who is not. If you are following any social media website, you must have reasons to follow it like you get updated on technology through Wired or TechCrunch.
Here are some skills that you must have as a public relations specialist when you are responding to client's message.
Finding relevant contacts and sources is quiet easy now-a-days with the help of social media and Internet.
PR crisis is the situation that arises when an organization or individual is facing a challenge to its reputation. It can happen because of an unpredictable event threatens can seriously impact an organization's performance and generate negative outcomes.
If I would be in any of such crisis I would follow the steps that are mentioned below.
Social media is something where everyone has their account and get connected to each other. So while answering such questions give out the list of those websites name that interests the employer. They should find some connection on how you can make use of these websites and do a great job for their organization.
Mention various PR tools and techniques that you would use as a PR professional.
If I am working as a PR specialist I would use some tools that would boost the clients’ public image and help them form a better relationship with the target audience.
The types of key tools available to carryout the public relations function include:
For an example: if I have to write a newsletter I would write it according to the guidelines provided by the client. A news release can be distributed on paper, on disk, by email, by a PR newswire, or posted on a website.
I would even utilize the Internet tools and techniques such as social media networks and blogs.
With all of us using smart phones and the presence of so many social media websites everyone knows about every brand, so there is transparency in the market. Corporates will need public relations specialists because:
1. Your job profile is to get free publicity for the company and also promote their products and services.
2. You don't have any control on media over how the media will present your information as they are not obligated to do so.
3. The PR exposure you receive is only circulated once. An editor won't publish your same press release three or four times in their magazine.
4. A third-party article written about your product or service is read by the customer assuming that you are not paid to write positive things about the product.
1. Here you are paid for the ad space and you know exactly when that ad will be aired or published.
2. You have paid for the space so you have a creative control on what goes into that ad.
3. Since you pay for the space, you can run your ads over and over for as long as your budget allows.
4. Consumers know when they're reading an advertisement they're trying to sell a product or service.
A press release is a short news story written by a public relations professional and is sent to different media houses.. The press release must have all the essential information including answers of the 5W and 1H (who? what? where? when? how? and why?) for the journalist to easily produce his own story.
At times we have to come under situations where we need to handle social media crisis in such a way that we are able convince the audience in a satisfactory manner. Being a public relations specialist I would follow some of the common steps mentioned below to get over with the social media crisis.
Open yourself to the conversation: Rather than ignoring the situation I would come forward and respond or comment and will open myself to the opinion and feedback.
Listen genuinely: I would listen to the people's opinion like what they have to say and will note down all the major points and even recognize inaccuracies or inconsistencies in what happened.
Become the evaluator: I would raise some serious questions about the organization or brand. For an example, Did you do something wrong? Could you have stopped it? Perhaps more importantly, what can you do to prevent it from happening in the future? Pro actively share some of those ideas and show you are actively working through the issue.
Take action: At last think of some solutions to the problems and plan out how you can take actions on to get over with the crisis.
Content plays an important role in public relations as it helps in promoting brand perception and creates awareness through meaningful content.
When a PR is able to create a sound content strategy, it becomes clear what media outlets, events, and social media channels work best for the promotion.
Content tells about the insights and observations about the customer life cycle, content gaps, competitive weaknesses, content types, and content maintenance. Through this the organization can improve its overall activities and achieve its business goals.
When faced with a question like this, you can say something like - “I find public relations an extremely attractive profession as it is so diverse, everything changes so fast and every day you work differently.
Working in a dynamic environment is what I like. There would be a little pressure and stressful environment but can multi task and deal with pressure, so I believe, I can do well in this career.
Some of the qualities you can mention are:
When an interviewer ask this question that means he wants to know what are your priorities at your work. Moreover they want to know your ability to decide the most important work first and end up your day with the least important one.
You can tell about your research methods and your way of looking at any work or event. You need to give your answer precisely about your technique of working for any event or news.
For this question you need to do your homework well about the company you are appearing for. You must know what kind of PR activities that particular company is into and even what kind of services they provide. Check out the their record on activities they have been carrying out in last 6 months. Answer to this question differs according to the company.
Important terms used in PR Industry:
Affiliate Network: It is a technique where other publishers and websites will promote the brands by allowing it in their network. It acts as an mediator between publishers and brands so that you reach out more number of audience.
B-Roll: It is the extra footage captured to provide the background of the story to have greater flexibility when editing.
B2B: It stands for business to business that means a business that markets to another business for an example a manufacturer marketing to a retailer.
B2C: It stands for business to consumer that means a business that markets the products to its customers.
Boilerplate: There is a section at the end of a press release, before the media contact info, that tells about the company, business, product, brand or event discussed in the main body of the press release.
Gatekeeper: He is the one who looks after the flow of information from the media to the public.
Public relations specialist maintains a favorable image of an organization or a person he is representing by creating press note or releasing documents to media personnel about their client or organization.
Public relation specialist can give service in various sectors like
Public relations specialist must be aware of the newspaper or websites that enable you to reach your target demographic most effectively And public relations specialist should have experience with both old and new media
Pitch: It is a way of reaching out someone in a formal way either through mail or a phone call.
Placements: Stories that are popular in media are called placements.
Press Kit: It is a packet of materials given to the media that contains contains backgrounds, bios, photos, and news releases.
Reach: It is the number of audience connected to the media through print, broadcast or online medium.
Journo: It is the abbreviated form of journalists.
An interactive PR is a process that uses the internet as a mean to communicate messages to the public. The various segments comprising of interactive PR includes.
These tools make business posting and monitoring across different platforms easy
Social media press release should be like:
PR for mobile users: Mobiles have pushed PR specialist to think out of the box and prepare messages that are small and yet effective
From local to global: To understand the market value and client’s product demand, PR has to increase their field spectrum from local to global. Studies have to be carried out to know about the geographical and cultural differences before recognizing the target audience
Continuous Monitoring of product in real time: Continuous monitoring of client’s product through PR helps to add value to it. Also, it helps the client to fade away any negative branding done by the rivals about the product.
Image driven Content: Image driven content are more in demand than normal content. Image that conveys the product message with minimum description
Hyper personalized content: Client’s demand of representing them with a personalized symbol or style statement through a right channel and at the right time. For instance, coke’s personalized bottles or Microsoft logo
Social Media and SEO: PR specialist should be aware of all technical glitch of the social media optimization and how SEO works.
Usually, a press release is written in the third person while a pitch letter is directly addressed to journalist. It starts with a striking opening that alerts journalist to take immediate interest in the topic.
The in-house PR will act as a representative of your product to the outside world, and being an in-house PR, he can give a total dedication for branding of your product.
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