Head of Communications Interview Questions UK: 8 Real Questions and What Interviewers Want

Most Head of Communications interviews in the UK follow a pattern, and knowing it beats guessing. Below are eight questions from our bank of 16, each with a note on what the interviewer is really after.

Eight Head of Communications interview questions, and what the interviewer is thinking

1. How would you develop a communications strategy for an organisation, and how do you link it to organisational objectives?

Why they ask: The core strategic task for a Head of Communications; they want a credible, structured approach.

2. How would you prepare an organisation for a crisis, and what is in a crisis communications plan?

Why they ask: Crisis readiness is a defining responsibility of the role.

3. How do you measure the value and impact of communications to a board or chief executive?

Why they ask: Heads of Communications must justify budget and demonstrate outcomes at senior level.

4. How would you manage stakeholder engagement and reputation for an organisation with many audiences, such as regulators, politicians, media, staff and the public?

Why they ask: To test strategic stakeholder mapping and relationship management.

5. How is AI changing communications, and what governance would you put in place for your team?

Why they ask: To test currency and responsible leadership in a fast-moving area.

6. Your organisation faces a serious allegation reported in the national press on a Friday evening. What are your first actions?

Why they ask: A realistic crisis scenario testing speed, judgement and leadership.

7. Tell me about a time you led communications through a major reputational crisis. What was the outcome?

Why they ask: To hear real evidence of crisis leadership and judgement.

8. Why do you want to be a Head of Communications, and what makes a great one?

Why they ask: To understand motivation and your view of the leadership role.

A sample answer to question 1

How would you develop a communications strategy for an organisation, and how do you link it to organisational objectives?

I would begin by understanding the organisation's strategy, risks and reputation, through conversations with the chief executive, board and senior leaders, and by reviewing audience research, media coverage and stakeholder perceptions. From that, I would define a small number of communications objectives that directly support organisational priorities, for example improving trust among customers, supporting recruitment, or building support for a major change programme. The strategy would set out audiences, a clear narrative and key messages, channels and spokespeople, plus a governance model and resources. I would use a framework such as the Government Communication Service's OASIS model: objectives, audience insight, strategy, implementation and scoring. I would agree success measures at the start, and report to the executive on outcomes, not activity. I would also include a risk and issues plan, so that we are ready for foreseeable challenges, and build in annual review points.

Common mistake to avoid: Writing a channel list rather than a strategy; no link to board priorities

Want the rest?

Full model answers, key points and common mistakes for all 16 questions are on the Head of Communications interview questions page. The first five are free, no sign-up needed.