Tell me about a challenging situation you faced while working on a public relations project and how you resolved it.

Sample answer to the question

During a public relations project for a fashion brand, I faced a challenging situation when a negative review of the brand's new collection went viral on social media. The review criticized the quality and design of the clothes, which could potentially harm the brand's image and sales. To resolve this, I immediately reached out to the customer who posted the review, expressing our concern and offering a solution. We offered a full refund and a replacement item of their choice. In addition, I proactively contacted influential fashion bloggers and influencers to provide them with accurate information about the collection and invite them to review it. Through this approach, we were able to generate positive coverage and counterbalance the negative review. Ultimately, the brand was able to regain its reputation and sales were not significantly impacted.

A more solid answer

During a public relations project for a luxury hotel, I faced a challenging situation when negative comments about the hotel's service started circulating on social media. To resolve this, I first conducted a thorough analysis of the comments to identify common issues and areas for improvement. I then developed a comprehensive plan to address these concerns, which included training sessions for staff members, implementing a customer feedback system, and creating engaging social media content to highlight the hotel's unique offerings. Additionally, I reached out personally to the guests who had posted the negative comments to apologize and offer them a complimentary stay to experience the improved service. As a result of these efforts, we saw a significant increase in positive reviews and a higher guest satisfaction score on various online platforms.

Why this is a more solid answer:

The solid answer provides specific details about the challenging situation and the steps taken to resolve it. It also highlights the impact of the actions taken and demonstrates problem-solving skills, networking and relationship-building abilities, and proficiency in social media and digital marketing techniques. However, it can be improved by providing more measurable results and addressing the evaluation area of detail-oriented and crisis management.

An exceptional answer

During a public relations project for a tech startup, I faced a challenging situation when a major product release was delayed due to unforeseen technical issues. This had a significant impact on the company's reputation and media coverage, as it was highly anticipated by industry professionals and stakeholders. To resolve this, I immediately initiated crisis management protocols, which involved transparently communicating the issue to our target audience and providing regular updates on the progress of resolving the technical issues. I also collaborated closely with the product development team to address the issues swiftly and effectively. Simultaneously, I leveraged my strong networking and relationship-building abilities to reach out to industry influencers and media professionals, keeping them informed about the situation and the steps we were taking to rectify it. This proactive approach helped to maintain their trust in the company and mitigate the potential negative impact on our reputation. As a result, once the product was successfully launched, we received positive coverage from influential tech publications and regained the confidence of our target audience.

Why this is an exceptional answer:

The exceptional answer provides specific and detailed information about a challenging situation faced during a public relations project. It showcases exceptional crisis management skills, strong networking and relationship-building abilities, and proficiency in social media and digital marketing techniques. The answer also addresses the evaluation areas of detail-oriented and critical thinking/problem-solving skills. Furthermore, it demonstrates strategic planning, effective communication, and the ability to navigate the media landscape. Overall, it provides a comprehensive response with measurable results and showcases the candidate's expertise in handling challenging situations.

How to prepare for this question

1. Familiarize yourself with the job description and the specific skills and qualifications required for the role of a Publicist.
2. Reflect on your past work experiences in public relations projects and identify challenging situations you have faced.
3. Think about the steps you took to resolve those situations and the outcomes achieved.
4. Consider how your problem-solving skills, networking and relationship-building abilities, crisis management, detail-oriented nature, and proficiency in social media and digital marketing techniques were utilized in those situations.
5. Practice articulating your experiences and solutions in a clear and concise manner, highlighting the impact of your actions.
6. Be prepared to provide measurable results and quantify the positive outcomes of your efforts.
7. Stay updated on industry trends, media landscape, and best practices in public relations to showcase your knowledge and strategic thinking during the interview.

What interviewers are evaluating

Problem-solving skills
Networking and relationship-building abilities
Crisis management
Detail-oriented
Proficiency in social media and digital marketing techniques