Questions to Ask on Your Interview

So the semester just started, and I'm throwing you to the wolves with this assignment to interview someone in the PR industry.

Cheer up. At least you do not have to come up with a question list or guide. Here is one for you.

Company Background and Job Responsibilities
1. Please tell me a little bit about yourself.
• What is your academic background?
• What previous work and/or networking experiences lead you to your current position?
• PROBE: How true is the idea that “it’s all about who you know” for public relations practitioners into sports?
• [Added if deemed relevant] What are the major differences working in-house versus working for an agency?
2. Please tell me about the history of the company you currently work for.
3. How long have you worked for this company?
4. What is your job title?
5. What are your daily responsibilities?
6. What do you enjoy the most about your current job?
7. What do you enjoy the least?
Outside Perceptions
1. What words do you use when explaining to someone outside the industry about your job?
2. What are some of the stereotypes, if any, that people outside the industry might have about your job?
a. What are the most overlooked aspect of (insert industry/area) public relations?
3. Is it important to you that people have a correct understanding of what your job entails? 

4. Do you agree that the outside perception is often that public relations is a glamorous profession?
5. Do you consider public relations a glamour profession?
a. Why or why not?
6. How do you think your job experiences differ from those of public relations practitioners who do not work in this industry?
7. In your opinion, what is the difference, if any, between public relations and publicity?
a. FOLLOW-UP: How would you classify what it is that you do?
8. What do you think are the biggest challenges or concerns facing you as a public relations practitioner in sports?
9.
Symmetrical Communication
1. If your client audience reacts negatively to a campaign, how do you handle the problem?
a. Can you give a specific example when this occurred and explain how it was handled and with what effect?
2. What media channels do you use most often? [dropped]
3. How are decisions made in your company? Do you feel that all public relations practitioners have an equal opportunity to share in your company’s decision-making process? Can you give an example?
4.
Strategic Planning
1. How do you define public relations? Do you see public relations as a part of the marketing function?
2. Do you read industry trade publications? If so, which ones? How do these publications inform the decisions that you make?
3. What do you think is involved with "working strategically" in your field? Do you work strategically?
4. How large of a role does Integrated Communications play in the campaigns you work on? Do you work with advertising, marketing, and other departments when developing your campaigns?
5. When you get a new client, what steps do you take to inform yourself and ultimately decide the format of the campaign?
6. Would you take me through the process of developing the campaign you are most proud of?
7. How do you work to cultivate and maintain relationships with the media?

Other
What are some words of advice for those who are entering the field?
Is there anything else about your job or sports public relations that you would like me to know about?
May I contact you later to clarify points of our discussion today or to ask additional questions?