By Remy Raitt

First-time interviewees need to ensure that they come off as well-prepared and personable while also possessing a bit of that pizazz that all great PRs are known for. Young professionals cannot rely on their college results to speak for them, instead Zelda Williams, director at Tale Spin Media and Marketing, suggests depending on preparation and personality.

Your initial email

Galia Kerbel, owner of Greater Than says candidates should send a short email with their CV attached before the interview takes place. “Keep it concise,” she recommends, “but be sure to include all the important information; who you are, why you want to work there, how you could add value, when you could start, your salary expectations and if you have a car and driver’s license.”

Research the agency

Melissa Cafiero, in an article for Communique PR, says reading about the agency, including the client roster and the staff compliment is paramount. “Not only will you be able to speak intelligently about the firm, but you’ll also have background context should accounts or team members be mentioned during the discussions,” she says. “If you can find a way to insert one or two mentions of something you read during your research, you’ll show you spent time preparing for the interview.”

Kerbel suggests also finding out about any awards and media coverage the agency may have garnered.

Preparation points

Williams says PR is about personality and therefore it’s important to express your “personal brand”. She suggests letting this shine through in your grooming and clothing.

Both Kerbel and Williams suggest putting together a portfolio of your previous work. Even if it is examples of work you did at school, it shows rather than just tells, and will score you preparation points.

Never be late. Ever. This will drop your chances faster than anything else. “In your rush and panic you may also come across as frazzled and disorganised,” says Williams. “Not a good trait in the PR industry.”

In the interview

“Ask the interviewer questions about the position and the work,” suggests Kerbel. “An interview is a time for both parties to work each other out, so don’t just say what you think the interviewer wants to hear.”

Williams says eye contact, sharing a bit about yourself and being specific in your answers, will all assist you. “
Everyone wants to know what's in it for them,” she adds. “So tell the person how you are going to make the company's or your boss’s life easier.”

In her article Cafiero recommends taking notes, she says it will ensure you can jot down the job responsibilities and any steps you are required to take after the interview ends. But make sure you’re not just transcribing the whole process, which could come off as rude.

Positivity is key in PR. Kerbel says interviewees should never complain about previous employers or bad mouth other companies. Williams says arrogance should also be avoided.

“Instead show your wow-factor,” says Kerbel. “Demonstrate your proactivity and convince them that they won’t regret hiring you.”

After the interview

All our experts agree that interviewees should send a follow-up message thanking the agency for their time. “Not only does it allow you to express gratitude, but timed correctly, it could remind the decision makers about you and perhaps increase the likelihood of a call-back,” says Cafiero.

What are your top tips to nail a PR job interview?