10 Public relations (PR) copywriter Interview Questions and Answers for copywriters

flat art illustration of a copywriter

1. What inspired you to become a copywriter with PR expertise?

Growing up, I always had a passion for both writing and communicating with others. As I began to study writing in college, I realized that copywriting combined these two interests in a way that aligned perfectly with my values and strengths.

In my first position as a copywriter, I had the opportunity to work closely with a PR team and saw firsthand the impact that well-crafted copy can have on a company's messaging and reputation. Through my experience working on campaigns that spanned industries from technology to healthcare, I learned how to craft messages that resonated with diverse audiences and helped organizations achieve their goals.

One of my proudest career accomplishments was when I led the copywriting for a healthcare start-up's crowdfunding campaign, resulting in over $100,000 in donations within a month. This campaign also received media coverage from multiple outlets, helping to raise awareness for the start-up and its mission.

Ultimately, my passion for storytelling and my desire to make a tangible impact led me to pursue a career in copywriting with a focus on PR. I am excited to continue honing my skills and finding new and innovative ways to create persuasive messaging that drives results for clients.

2. What's your approach to crafting a compelling PR message?

When it comes to crafting a compelling PR message, my approach is to first research and understand the target audience and what resonates with them. I look at their demographics, interests and pain points, and then tailor the message accordingly.

  1. To make the message more compelling, I use storytelling techniques that grab attention and create an emotional connection with the audience. For instance, when I was working on a campaign for a health food company, I told the story of a customer who experienced a major health transformation after switching to the company's products. This resonated with the audience and helped increase sales by 30%
  2. I also focus on delivering concrete results and data that demonstrate the value of the product, service, or company. For example, when I worked with a fintech startup, I highlighted how their solution helped save customers an average of $500 per year in fees and commissions.
  3. To ensure the message is effective, I also leverage multiple channels and formats, such as press releases, social media, blog posts, and video content. This helps increase the reach and impact of the message and makes it more memorable and shareable.
  4. Finally, I continually track and analyze the results of the PR campaign, using metrics such as website traffic, social media engagement, and conversion rates. By measuring the impact of the message, I can refine and optimize the campaign to ensure maximum effectiveness.

Overall, my approach to crafting a compelling PR message involves understanding the audience, using storytelling and data to create emotional connections, leveraging multiple channels, and continually measuring and optimizing the campaign for success.

3. Can you describe a time when you successfully managed a PR campaign?

One of the most successful PR campaigns I managed was for a new app launch. Our goal was to generate buzz and excitement around the app before its official release date.

  1. First, I conducted extensive research to identify key influencers and journalists in the tech and lifestyle spaces.
  2. Then, I crafted personalized pitches that highlighted the unique features and benefits of the app, tailored specifically for each individual contact.
  3. We also created a press release and media kit to provide additional information and assets for those who were interested.
  4. Finally, we utilized social media platforms and targeted ads to reach a wider audience.

The results of the campaign were astounding. We secured coverage from multiple high-profile publications and influencers, including a feature in TechCrunch and a shoutout from a popular tech YouTuber. As a result, the app saw over 10,000 pre-registrations before its launch date, and on launch day, it had over 50,000 downloads.

4. What's your process for staying informed about industry developments and trends?

As a PR copywriter, I understand how important it is to stay up-to-date with industry developments and trends to effectively communicate with clients and target audiences. My process for staying informed includes:

  1. Attending industry events and conferences: I regularly attend PR and marketing industry events to learn about the latest trends and best practices. For example, last year I attended the Public Relations Society of America's annual conference, where I learned about the growing importance of video content in PR campaigns.
  2. Reading industry publications: I subscribe to several PR and marketing publications, including PRWeek and AdAge, and regularly read their articles and blogs to stay informed about industry developments. A recent article I read in AdAge discussed the rise of influencer marketing, and I was able to use this knowledge to inform a recent client campaign.
  3. Networking: I make a point to connect with other PR professionals in my city through LinkedIn and other social networks. Recently, I attended a local PR networking event where I met a fellow copywriter who shared a valuable resource for staying informed about new marketing tools and technologies.

By consistently following these practices, I am able to stay informed about industry developments and trends, which allows me to provide clients with the most effective and innovative PR copywriting strategies. For example, last year I led a campaign for a tech startup that resulted in a 20% increase in website traffic and a 10% increase in overall conversions.

5. How do you incorporate feedback into your work?

As a PR copywriter, I understand the importance of incorporating feedback into my work to ensure that it meets the expectations of my clients and achieves the desired outcomes. I have a specific process for incorporating feedback, which includes the following steps:

  1. Active Listening: I take the time to actively listen and understand the feedback provided, both the positive and the negative.
  2. Analysis: I analyze the feedback in detail to determine what aspects of my work require improvement or adjustment.
  3. Action: Based on my analysis, I take action to make the necessary changes to my work to address the feedback received.
  4. Follow-Up: After making the necessary changes, I follow up with the client to ensure that the feedback has been addressed and that they are satisfied with the final product.

I also like to keep track of feedback to identify any patterns that might emerge. For instance, if multiple clients are providing similar feedback, then that is a clear indication that I need to work on a particular aspect of my work. By being attentive to feedback and making adjustments when necessary, I have been able to deliver exceptional results. In my previous role, my incorporation of feedback enabled me to maintain a client satisfaction rate of 95% and above, and led to an increase in business revenue by 20%.

6. How do you adapt your writing style to different audiences and mediums?

Adapting my writing style to different audiences and mediums is something I value greatly as a PR copywriter. I believe it's essential to speak directly to the intended audience in language they're familiar with, making sure to use terminology relevant to their field or industry. When writing for social media, for example, I'll use a more conversational tone and shorter sentences that are easy to read on a mobile device. On the other hand, when writing a press release, I use a more formal language and structure, making sure to lead with the most newsworthy information.

  1. To tailor my writing to different audiences, I research the target audience and read similar content to get a feel for their tone and style. For example, when writing for a technology company, I'll read industry blogs and reports to understand technical terms and current trends.
  2. Another way I adapt my writing style is by considering the medium in which the content will be published. If writing for a website or blog, I'll include headings and subheadings, shorter paragraphs, and strategic keywords to optimize for search engines. If writing for print media, I'll focus on crafting a compelling headline and first paragraph to grab the reader's attention.
  3. To ensure my writing is effective for the intended audience, I frequently track engagement metrics. For example, when managing a social media account, I'll monitor likes, shares, and comments to see which types of posts resonate with the audience. Based on this data, I can adjust my writing style to make content more engaging and effective.

An example of successfully adapting my writing style for different audiences and mediums is when managing a social media account for a B2B software company. I tailored the writing style to appeal to C-suite executives, using industry-specific language and statistics to highlight the software's benefits. As a result, engagement on the social media account increased by 25% and the software received more leads from the target audience.

7. Can you explain how you would handle a sensitive PR issue?

Handling a sensitive PR issue requires a combination of strategic thinking, effective communication, and swift action. Here are the steps I would take:

  1. Assess the situation: I would gather all the relevant information surrounding the issue, including the cause, scope, and potential impact on the company and its stakeholders.

  2. Develop a strategy: Based on the information gathered, I would create a plan to address the issue. This would include identifying key messages and target audiences, as well as determining the most effective communication channels.

  3. Communicate internally: Next, I would communicate with key stakeholders within the company to ensure everyone is aware of the situation and understands their role in the response plan. This would include executives, legal teams, and other PR professionals, as appropriate.

  4. Communicate externally: Once the strategy is in place, I would craft messaging that is both honest and empathetic. I would then communicate this messaging to the appropriate external audiences, such as the media, customers, and partners.

  5. Monitor and adjust: After the initial response, I would closely monitor the situation and make adjustments as needed. Additionally, I would focus on long-term reputation management efforts to rebuild trust and mitigate any lasting impacts.

In my previous role as PR Manager at XYZ Company, we faced a similarly sensitive issue involving a data breach. Through a strategic and proactive response plan, we were able to minimize negative media coverage and preserve our customers' trust, resulting in a retention rate of over 90%.

8. What metrics do you use to measure the success of a PR campaign?

One of the most important aspects of a PR campaign is the ability to measure its success. Here are the metrics that I use to evaluate the effectiveness of a PR campaign:

  1. Media Placements: One way to measure the success of a PR campaign is to track the number of media placements obtained. For example, during my last PR campaign, we secured coverage in ten publications, which translated to an increase in website traffic by 25%.
  2. Social Media Engagement: Social media is an essential part of any PR campaign. I track the number of likes, shares, and comments on our social media posts to measure engagement. During the last campaign, we increased our Instagram followers by 20% and received over 500 likes on our Facebook post.
  3. Website Traffic: Another metric that I use to evaluate a PR campaign's success is website traffic. During my previous PR campaign, we were able to increase our website traffic by 35%, which led to an increase in the number of leads generated.
  4. Brand Awareness: One of the ultimate goals of a PR campaign is to increase brand awareness. I use tools like Google Analytics to track the number of people searching for our brand online. During our last PR campaign, we saw a 50% increase in brand searches.
  5. ROI: Lastly, I use ROI (Return on Investment) to measure the success of a PR campaign. For example, for our last campaign, we spent $10,000 on media outreach and secured 12 placements, which led to a $50,000 increase in revenue. This translates to an ROI of 400%.

By tracking these metrics, I can evaluate the success of a PR campaign accurately, tweak my strategy accordingly and ensure that my campaigns are always improving.

9. Do you have experience with crisis communications?

Yes, I have experience with crisis communications. During my time at XYZ PR Agency, one of our clients faced a major product recall that threatened their brand reputation. In response, I immediately worked on developing a crisis communication plan that included drafting a holding statement, developing key messages, and creating a media outreach strategy.

  1. First, I prepared key message points and talking points that could be communicated to the media and other stakeholders, particularly via social media.
  2. I established a system for monitoring social media activity and quickly responding to comments or questions through official channels.
  3. I worked with the media relations team to funnel all media inquiries to a designated spokesperson who had been trained on how to handle difficult or sensitive questions.
  4. I also developed an internal communications plan to keep employees informed of the situation and assure them that the company was taking appropriate steps to address the issue.

Thanks to these efforts, the company was able to respond quickly and effectively to the crisis, and ultimately, the recall had only a minimal impact on their sales and reputation. This experience taught me the importance of being prepared for any potential crisis and having a solid plan in place to mitigate any damage that might result.

10. How do you balance creativity with the need to accurately represent a brand's message?

As a PR copywriter, I understand that creativity and accuracy are both important when it comes to representing a brand's message. To strike a balance between the two, I use data to inform my ideas and ensure that my writing reflects the brand's values and voice. For example, I recently worked on a series of social media posts for a beauty brand. While brainstorming ideas, I looked at the brand's most successful social media posts and identified common themes and language. I then used those insights to develop creative concepts that aligned with the brand's messaging.

Once I had several ideas to work with, I shared them with my team and the client for feedback. I made sure to listen to any concerns or suggestions about accuracy and incorporated them into my writing. For instance, the client pointed out that one of my proposed hashtags could be interpreted as insensitive, so I revised the phrasing to be more inclusive.

In the end, the social media campaign was a success. The posts generated a 25% increase in engagement compared to the brand's previous social media content, demonstrating that my approach of balancing creativity and accuracy was effective.


Congratulations on completing this guide to PR copywriter interview questions and answers in 2023! As you move forward in your job search, remember that a strong cover letter can make all the difference. Take a look at our helpful guide on writing a standout cover letter that will capture the attention of potential employers. Additionally, be sure to check out our guide on crafting an impressive resume, which can help you highlight your skills and experience. And if you're ready to start searching for remote copywriter jobs, visit our job board at https://www.remoterocketship.com/jobs/copywriter. Good luck in your job search!

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