Over the last year, I’ve been in the privileged position to hire PR professionals for a variety of different businesses. Frustratingly the same interviewee mistakes kept popping up. Mistakes that are very easy to rectify. It can often be nerve-wracking when you’re going for an interview, but even with sweaty palms and butterflies in your stomach you can still make a positive and lasting impression.
Often people haven’t experienced an interview from the other side of the table, so I wanted to share a few thoughts from someone who has experienced both sides of the interview process. This advice also works for press interviews too - so if you’ve got a press interview coming up - please read on…
Just another meeting
Your interview is THE most important point of your day or even possibly of your week, but don’t forget it’s just another meeting in a busy day of your interviewer. That’s not to say it’s not important, they’ve made time to meet you after all, but the stakes are much lower than you realise. They might be having a bad day, issues at home to deal with or just be hungry because it’s almost lunchtime. Remember we’re all human, so if they’re in a bad mood, stressed or distracted it’s not a reflection on you. Don’t let their behaviour impact your performance. You need to bring your best self to the table however they act.
First impressions matter
It’s neither fair nor right, but the interviewer will have decided if they like you within the first couple of minutes. So, make the start of the interview count. We’re all only human after all and there’s a process for a reason. Smile, be interested and remember for them it’s just another meeting. Nerves can wreck the start of an interview (this is also incredibly true for a press interview), so have a think about how you want the start to go, and anticipate what their first question is likely to be (usually it’s ‘tell us about yourself / why you’re here’). Visualise how you see the first five minutes going.
For press interviews, if it’s a broadcast interview, ask them what the first question is going to be as soon as you arrive in the studio. This will give you a few minutes to perfect your answer. Once you’ve nailed that first question, it will be plain sailing.
Prepare your answers
There are standard questions that always come up in interviews - so spend time beforehand preparing and practising your answers. Tell us about yourself, why do you want this job, what can you bring to this role etc. Also have examples ready to illustrate and explain your experience. And make sure it is YOUR work. I once interviewed someone who took credit for someone else’s work - needless to say it unravelled during the interview - and he came across as dishonest and disingenuous. You need examples of different types of projects, working with a team, collaboration, leading a team or project, innovative ideas, working with difficult people, and overcoming challenges. For each, have details memorised around the brief, what you did, and most importantly the results.
For press interviews, even more preparation is required. You should have thought through the questions in advance, perfected the answer, and practised your response multiple times.
Research the company
These next two are the most annoying interview mistakes. It doesn’t take 10 minutes to look at a company’s website, check the social media feeds, and Google them. I’ve lost count of the number of people who have come in for an interview without even doing the basic research. One question you may get asked and will definitely need a correct answer for is: Tell us about our business? What is it we do?
Research the press coverage
If you’re going for a PR job, you also need to research the press coverage. This should be a no-brainer, but I’m astounded by the number of people who don’t do this basic research. It’s literally a Google search, check of social media, and the news section of the website. If you don’t have a broad idea of what, if any, press coverage the company has already generated, then you’re taking the wrong approach.
For a press interview, you should research the publication and reporter. You need to get an understanding of what topics they’re interested in, usually write about, angles they may take, difficult questions they may ask, and how they’ve approached similar interviews with other people. This should all inform your approach to the interview.
Dress the part
I know it’s very trendy to be super casual at work, and don’t get me wrong I live in jeans, jumper and trainers, but how you present yourself at an interview matters. It doesn’t have to be designer wear, but it does need to show you’re taking this conversation seriously and have put thought into your entire presentation, not just what you’re going to say. Dressing smartly for something that’s important to you is ultimately a sign of respect.
For a press interview, if it’s a broadcast interview avoid wearing patterns and bold colours. They don’t look good on telly. Also keep in mind it’s often warm in a TV studio under the lights. Don’t assume your feet won’t be on screen – check you’re smart from head to toe.
Be interested
We’re all tempted to talk over people and interrupt them. Sometimes when we’re supposed to be paying attention, we tune out accidentally. For the duration of the interview, do your best to pay attention and be interested. Ask questions, get the interviewer's opinion on discussion topics (e.g. what have they been hearing about this one?), and be engaged in the conversation. Think of it as a performance for a short duration – keep your energy high and smile on.
Follow up afterwards
This isn’t always possible but can make a huge difference. Once I interviewed a shortlist of ten interns for a summer placement. Only one followed up afterwards with a lovely email to say thank you for my time, sent via the recruitment manager. I had two final candidates in the running, and this gave her an edge. Ultimately, the person who sent the follow up email got the job.
There’s lots of other advice about interviews out there so do read around. It’s difficult to really mess them up. The interviewer has seen your CV so they already think you can do a good job. The interview process is imperfect and really only gives the interviewer the opportunity to see if they like you, want to work with you, and whether you’ll fit in well with the wider team. They want you to do well so the odds are already in your favour. Your job is to do the preparation and make a good impression. Good luck - you can do it!
Victoria Fairclough is a PR & Communications consultant at Fair Communications. For more information visit: www.faircommunications.co.uk
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