How do you monitor, analyze, and communicate PR results?

Public Relations Account Executive Interview Questions

Sample answer to the question

In my previous role, I monitored PR results by keeping track of media coverage and social media mentions. I analyzed the data by looking at the reach, engagement, and sentiment of the coverage. To communicate the PR results, I prepared monthly reports that included key metrics, highlights, and recommendations. I also had regular meetings with the PR team and clients to discuss the results and brainstorm ideas for improvement.

A more solid answer

In my previous role, I developed a comprehensive PR monitoring system that involved using media monitoring tools to track mentions in print, online, and broadcast media. I also monitored social media platforms and set up alerts for any mentions of the company or its products. To analyze the PR results, I created monthly reports that included key metrics such as reach, impressions, engagement, and sentiment analysis. I used this data to identify trends, evaluate the success of PR campaigns, and make recommendations for improvement. For communication, I prepared detailed reports with visualizations to present to the PR team and clients. I also organized regular meetings to discuss the results, gain feedback, and collaborate on future strategies.

Why this is a more solid answer:

This is a solid answer because it provides specific details and examples that demonstrate the candidate's skills and experience in monitoring, analyzing, and communicating PR results. The answer highlights the candidate's ability to use media monitoring tools, track mentions in various media channels, and analyze key metrics. Additionally, the candidate mentions their experience in presenting reports with visualizations and actively collaborating with the PR team and clients. However, the answer could be improved by mentioning specific tools or software used for monitoring and analyzing PR results.

An exceptional answer

In my previous role, I implemented a comprehensive PR monitoring and analysis system that involved using media monitoring tools like Meltwater and social media listening tools like Brandwatch. I set up custom dashboards in these tools to track media coverage, sentiment, and engagement metrics across different channels. Additionally, I used Google Analytics to measure website traffic generated by PR efforts. To analyze the PR results, I conducted in-depth data analysis and created visualizations in tools like Tableau to identify trends and measure the impact of PR campaigns. I also conducted competitor analysis to benchmark our performance and gather insights for improvement. For communication, I prepared detailed reports with key findings, recommendations, and visualizations. I organized monthly meetings with the PR team and clients to present these reports, discuss the results, and brainstorm ideas for future campaigns.

Why this is an exceptional answer:

This is an exceptional answer because it provides specific tools and software used for monitoring and analyzing PR results, demonstrating the candidate's technical skills in this area. The answer also showcases the candidate's experience in conducting competitor analysis, using data visualization tools like Tableau, and leveraging Google Analytics for measuring website traffic. The candidate's focus on providing detailed reports with key findings and recommendations, as well as their proactive approach in organizing monthly meetings, highlights their ability to effectively communicate PR results and collaborate with the PR team and clients.

How to prepare for this question

Familiarize yourself with media monitoring tools like Meltwater and social media listening tools like Brandwatch, as they are commonly used in PR.
Develop your data analysis skills and explore data visualization tools like Tableau.
Keep up with industry trends and best practices in PR measurement and reporting.
Practice presenting reports and data in a clear, concise, and visually appealing manner.
Bring examples of past PR reports or analysis work to showcase during the interview.

What interviewers are evaluating

Monitoring PR results
Analyzing PR results
Communicating PR results