The PR Interview Playbook (No Script Required)
When working in a field as fast-paced as public relations, having strong interview skills can turn into a currency in the industry. From story pitching to preparing a brand spokesperson to hosting your own show on a podcast, calculated conversations can make or break your intended message. As podcast director for GVPRSSA’s podcast, PR Hangover, I’ve dedicated countless hours behind the mic, and more importantly, behind the scenes, shaping interviews that connect to our audience. Learn how to lead that conversation like the PR Pro you are in 5 easy steps.
1. Everything starts with research ✍️
Securing an interview, in any capacity, is only the first step to a successful interview. To properly lead a conversation and show genuine interest in your guest, research must go beyond current headlines and LinkedIn bios. Start with finding a pattern: what does your guest love to circulate in conversation with their network on social media? What brands and companies do they interact with the most? Who were the first and most recent employers? Can you find what makes your guest want to show up to work every day?
If allowed to conduct an interview, it shouldn’t feel scripted. Surprising your guests with authentic questions built on genuine curiosity about their careers will lead the way to a seamless conversation.
2. Ask questions to invite stories, not statements 💬
A good interviewer will always come prepared with a plethora of questions, none of which will be simple networking questions like “What do you do?” This question will result in an answer that feels scripted and forced. Find an alternative to the simple questions. Take “What do you do,” and turn it into, “How has your career been shaped from your first mentor, into the career you have now?”
A good rule of thumb to follow when constructing questions, if you could answer the question in one sentence, it’s not a good interview question. Save those questions for a casual meeting! Try to mold your questions into something you would want to listen to; invite emotion, passion, and reflection from your guests, and audiences thrive off authenticity.
3. Let your listening skills shine ✨
Every PR Pro has refined their skill of listening, whether that be to their audiences to produce a great product, their coworkers for a project, or even in their personal lives. Interviewing tasks you with more than just conversational skills; a good interviewer listens and reacts to the conversation.
When inviting guests to answer your questions, don’t stick to the rigid outline you’ve built. Pull from facts and details your guests have shared to spark more conversation. Learning the story for yourself will help draw your audience in even further.
4. Trust starts early ❣️
A great interview starts long before the filming begins, and interviewers will often be tasked with building a connection in a limited time. Before you send questions flying at your guests, remember they are people, just like you. A warm introduction, compliment of their recent work, or a specific mention of their career can start the conversation on a great foot.
PR professionals learn to understand that first impressions are everything, and your guest will know that. The more natural the conversation starts, the easier your interview will go.
5. The end can be more important than the beginning 🎉
Congratulations! You’ve successfully landed an interview and are prepared with all the steps to follow before and during your time with your esteemed guests. It’s now time to close out the interview to leave the door open to your new network and leave your audience satisfied.
When developing your final question, choose something to leave an impression, going back to step 2, and ask a question that is reflective for not only your guest, but also leaves the audience satisfied as well. Something as simple as, “If you could change one thing about your career journey, what would it be and why?”
Every interview is an opportunity to shape perception, just as every PR professional wishes. It is also an opportunity to share a story, some of which might never be told without your guidance. Take my approach as podcast director: always stay curious, intentional, and authentic. The conversation will lead itself.
Olivia Goodwin is an upcoming junior pursuing a degree in Advertising and Public Relations with a minor is Political Science. She currently serves as the Podcast Director for GVPRSSA, and is spending a semester abroad in Florence, Italy, working as a Marketing Intern for Corto Moltedo. She also stands as Account Executive for GrandPr. After Graduation, she hopes to work in go to law school!