What PR Recruitment Specialists Want: 5 Key Traits for Interview Success

As a recruiter in public relations, I’ve interviewed hundreds of candidates across agencies and in-house teams. Some leave a lasting impression… others disappear into the LinkedIn scroll. PR is built on relationships, storytelling, and strategic thinking. The strongest candidates show these skills clearly, without trying too hard. If you’re serious about landing your next PR role, here are five traits that help you stand out in interviews.

1. A Natural Storyteller

Media relations depends on narrative. If you can’t communicate your own career story in a clear and engaging way, how will you shape a compelling press angle for a brand? Strong PR candidates don’t just list job titles - they explain how they’ve contributed to a communications strategy or turned press challenges into results.

When you’re asked, “Tell me about yourself,” avoid the basic job rundown. Instead, talk through a real PR situation you handled. Maybe you turned a missed media opportunity into coverage, or helped shape the messaging for a difficult announcement. That shows me how you think and work under pressure.

2. A Creative Thinker

PR teams are always looking for new ways to earn attention. If you can pitch a quick idea during an interview, even something simple, it helps you stand out. This might be a headline that works for digital PR, a creative hook for a client campaign, or an idea that gets people talking.

Campaigns don’t need to go viral to be effective. But if you show that you think beyond the obvious and can spot fresh angles, you’ll be remembered. People who succeed in PR are curious, fast thinkers. That shows up even in casual interviews.

3. A Sense of Humour (Seriously!)

Comms teams work under pressure, tight deadlines, demanding clients, and fast-moving news cycles. A little humour goes a long way. Candidates who can keep things light, even when asked something unexpected, tend to build quick rapport.

One of my most memorable hires once answered “What’s your greatest weakness?” with: “Trying to make ‘fetch’ happen in every pitch I write.” It was funny, honest, and unexpected. They handled the rest of the interview just as naturally. It’s not about being the loudest person in the room - it’s about being real and easy to work with.

4. Confidence Without the Ego

Pitching to journalists, handling media requests, and presenting to clients all require confidence. But there’s a line between clear and overbearing. The best PR professionals speak with certainty but stay open to ideas. They don’t dominate - they collaborate.

I look for people who speak clearly about their achievements in press outreach or content planning, but also give credit to the team and show that they’re still learning. That mix of confidence and curiosity tells me someone will thrive in a fast-paced communications environment.

5. A Genuine Passion for PR

Strong candidates talk about PR like they care. They follow campaigns. They read trade press like PRWeek or Campaign. They keep up with how brand reputation is shaped online and in media. That passion is easy to spot, and it makes a difference.

If you light up when talking about a campaign that inspired you, or explain why a certain brand’s messaging worked, I know you’re not just chasing a job, you’re part of the industry already. And that makes you someone I want to work with.

FAQs

Q: How can I prepare for a PR interview?
A: Review recent campaigns, polish your career story, and be ready to share real examples of your PR experience, especially around media relations, messaging, or crisis comms. Show how you think strategically and creatively.

Q: What do PR recruiters look for in candidates?
A: PR recruiters want candidates who can communicate clearly, think creatively, work well under pressure, and demonstrate a genuine passion for public relations and storytelling.

Q: Do I need agency experience to succeed in PR?
A: Not always. While agency experience is valued, many in-house PR roles prioritise sector knowledge, stakeholder management, and internal comms experience. Recruiters assess fit based on your skills and achievements.

Q: How do I stand out to a PR recruitment agency?
A: Be proactive, know your niche, and tailor your CV with quantifiable results. When speaking to a PR recruitment agency, show enthusiasm, professionalism, and a clear sense of your strengths.

Final Thoughts

Standing out in PR recruitment doesn’t come down to qualifications alone. It’s about showing a strong mix of creativity, communication skills, and interest in the field. Be clear, be human, and bring ideas to the table. If you can do that in an interview, chances are you’ll make an impact in the industry too.

Now go out there and pitch yourself like you’d pitch a client - clearly, confidently, and with purpose.

HOW to interview for a PR job