PR Account Manager Interview Questions UK: 8 Real Questions and What Interviewers Want

Before your PR Account Manager interview, it helps to see the questions from the interviewer's side. We have picked eight from our set of 11 and added the reason each one gets asked.

Eight PR Account Manager interview questions, and what the interviewer is thinking

1. How do you build a PR plan for a new client, and what do you include in it?

Why they ask: To test planning skills on the agency side.

2. Your client is unhappy because there has been little coverage in the first two months. How do you respond?

Why they ask: To test client management and handling of expectations.

3. Tell me about a time you secured coverage for a client in a target publication.

Why they ask: To check evidence of media relations success.

4. How would you measure and report PR results for a client?

Why they ask: To test reporting skills and awareness of industry best practice.

5. What are the key elements of a good press release, and when would you not use one?

Why they ask: To check writing fundamentals and judgement about tactics.

6. A client wants to put out a story that you think is weak and may attract negative coverage. What do you do?

Why they ask: To test the ability to advise honestly while keeping a good client relationship.

7. Tell me about a time you handled a negative media enquiry or issue for a client.

Why they ask: To assess composure and crisis skills on the agency side.

8. Why do you want to work as a PR Account Manager, and what qualities does the role need?

Why they ask: To check motivation and understanding of agency life.

A sample answer to question 1

How do you build a PR plan for a new client, and what do you include in it?

I start with a discovery session with the client to understand their business goals, audiences, competitors, past coverage and any sensitivities. Then I audit their media footprint and agree what success looks like, for example share of voice in target trade titles or a number of national features, rather than a vague aim to get coverage. The plan sets out objectives, audiences, key messages, target media and influencers, planned activity such as news announcements, expert comment, case studies and events, a calendar and a budget with hours allocated. I build reactive opportunities into the calendar, such as newsjacking, and agree an approvals process so that it does not slow us down. I include measurement from the start, using coverage tracked in Cision or Meltwater, message pull-through and, where possible, website referrals through UTM links. I present the plan to the client for sign-off and review it each quarter.

Common mistake to avoid: Generic plan not tailored to the client; no success measures

Want the rest?

Full model answers, key points and common mistakes for all 11 questions are on the PR Account Manager interview questions page. The first five are free, no sign-up needed.