Effective Work Samples for Hiring a Media Relations Specialist

Media Relations Specialists serve as the critical bridge between an organization and the media, directly impacting public perception and brand reputation. Finding the right person for this role requires more than just reviewing resumes and conducting standard interviews. It demands a practical assessment of the skills that truly matter in media relations.

Traditional interviews often fail to reveal how candidates will perform in real-world media scenarios. A candidate might articulate impressive strategies during an interview but struggle when faced with an actual media pitch or crisis situation. This disconnect can lead to costly hiring mistakes and underperforming media relations efforts.

Work samples and role plays provide a window into how candidates think on their feet, craft compelling messages, build relationships with journalists, and analyze media coverage—all essential functions of a Media Relations Specialist. These practical exercises reveal skills that might otherwise remain hidden in a traditional interview format.

By implementing the following work samples in your hiring process, you'll gain valuable insights into each candidate's capabilities, working style, and potential fit within your organization. These exercises simulate the day-to-day challenges of media relations work, allowing you to make more informed hiring decisions based on demonstrated abilities rather than self-reported skills.

Activity #1: Media Pitch Role Play

This exercise evaluates a candidate's ability to craft compelling story angles and effectively communicate them to journalists—a fundamental skill for any Media Relations Specialist. The role play reveals the candidate's research abilities, strategic thinking, communication style, and relationship-building approach in a realistic media pitching scenario.

Directions for the Company:

• Select a recent company announcement, product launch, or initiative that would be appropriate for media outreach.
• Create a brief (1-page) background document with key information about the announcement and the company's messaging priorities.
• Designate an interviewer to play the role of a journalist from a relevant publication in your industry.
• Provide the candidate with the background document 24 hours before the interview.
• The role play should last approximately 15-20 minutes, including time for the pitch and follow-up questions.
• The "journalist" should respond naturally, asking challenging questions and occasionally showing skepticism to test how the candidate handles pushback.

Directions for the Candidate:

• Review the provided background information about the company announcement.
• Research the publication and typical coverage areas to tailor your pitch appropriately.
• Prepare a 2-3 minute verbal pitch that would convince a journalist to cover the story.
• Be prepared to answer questions about the announcement, explain why it's newsworthy, and address potential concerns or objections.
• Your goal is to secure interest in the story while building rapport with the journalist.

Feedback Mechanism:

• After the role play, the interviewer should provide specific feedback on one aspect the candidate did particularly well (e.g., "Your research into our industry was evident in how you framed the story angle").
• The interviewer should also suggest one area for improvement (e.g., "The pitch could be more concise to respect a journalist's limited time").
• Give the candidate 5 minutes to adjust their approach and re-do a portion of the pitch incorporating the feedback.
• Observe how receptive the candidate is to feedback and how effectively they implement it.

Activity #2: Press Release Writing Exercise

This exercise assesses the candidate's writing skills, ability to identify newsworthy angles, and understanding of press release best practices. Strong writing is essential for a Media Relations Specialist who will regularly craft materials that represent the company to external audiences.

Directions for the Company:

• Create a brief scenario about a company announcement (product launch, new partnership, executive hire, etc.).
• Provide basic bullet points with the key facts, but leave room for the candidate to shape the narrative.
• Include any brand guidelines or style preferences that should be followed.
• Allow candidates 45-60 minutes to complete the exercise.
• Prepare evaluation criteria focusing on writing quality, news angle selection, quote creation, and adherence to press release best practices.

Directions for the Candidate:

• Using the provided information, draft a one-page press release announcing the news.
• Structure the release following standard press release format, including headline, dateline, lead paragraph, body, quotes, and boilerplate.
• Create compelling quotes from a company executive that add value to the announcement.
• Ensure the release answers the key questions: who, what, when, where, why, and how.
• Focus on crafting a strong headline and lead paragraph that would capture a journalist's attention.
• Proofread carefully for grammar, spelling, and punctuation.

Feedback Mechanism:

• Review the press release and provide feedback on one strength (e.g., "Your headline effectively communicates the news value of the announcement").
• Offer one specific suggestion for improvement (e.g., "The quotes could better highlight the strategic importance of this initiative").
• Give the candidate 15 minutes to revise the headline and quotes based on the feedback.
• Evaluate how well the candidate incorporates the feedback and improves the material.

Activity #3: Media Coverage Analysis

This exercise evaluates the candidate's analytical abilities and strategic thinking when interpreting media coverage data. A successful Media Relations Specialist must be able to extract meaningful insights from coverage reports and translate them into actionable recommendations.

Directions for the Company:

• Prepare a sample media coverage report with data from a media monitoring tool (or create a simplified version if you don't use such tools).
• Include metrics such as volume of coverage, sentiment analysis, share of voice compared to competitors, key message penetration, and prominent outlets covering the company.
• Create a brief context document explaining the company's media relations goals and recent initiatives.
• Allow 30-45 minutes for this exercise.

Directions for the Candidate:

• Review the provided media coverage report and company context.
• Analyze the data to identify key trends, strengths, and areas for improvement in the company's media presence.
• Prepare a brief (1-page) summary of your findings, including:
• 3-4 key insights from the data
• 2-3 specific recommendations to improve media coverage
• Suggestions for metrics to track in the future
• Be prepared to present your analysis verbally in 5-7 minutes.
• Focus on actionable insights rather than simply restating the data.

Feedback Mechanism:

• After the candidate presents their analysis, provide feedback on one strong insight or recommendation they offered.
• Suggest one area where their analysis could be deeper or more strategic.
• Give the candidate 10 minutes to expand on one of their recommendations, incorporating the feedback.
• Assess how well they can build upon their initial thinking and develop more nuanced strategies.

Activity #4: Crisis Communication Simulation

This exercise tests the candidate's ability to respond quickly and effectively under pressure—a critical skill for Media Relations Specialists who often manage sensitive situations. It reveals the candidate's judgment, strategic thinking, and communication skills during a crisis.

Directions for the Company:

• Create a realistic crisis scenario relevant to your industry (e.g., product recall, data breach, executive misconduct allegation, social media backlash).
• Prepare a brief document with the initial facts of the situation, including what is known and unknown.
• Designate team members to play roles such as concerned executive, angry customer, or persistent reporter.
• Allow the candidate 20 minutes to review the scenario and prepare an initial response.
• The simulation should run for approximately 30 minutes, with new developments introduced throughout.

Directions for the Candidate:

• Review the crisis scenario and available information.
• Prepare an initial response strategy, including:
• Key messages for different stakeholders
• Recommended communication channels
• Immediate actions to take
• During the simulation, you'll need to:
• Draft a statement for media inquiries
• Advise company leadership on communication approach
• Respond to questions from a journalist (role-played by an interviewer)
• Adjust your strategy as new information emerges
• Focus on maintaining transparency while protecting the company's reputation.

Feedback Mechanism:

• After the simulation, provide feedback on one aspect of the crisis response that was particularly effective (e.g., "Your messaging struck the right balance between accountability and protection of the company").
• Offer one suggestion for improvement (e.g., "Consider prioritizing internal communication before external statements").
• Give the candidate 10 minutes to revise their media statement based on the feedback.
• Evaluate how well they incorporate the feedback while maintaining consistency in their overall approach.

Frequently Asked Questions

How long should we allocate for these work samples in our interview process?

Each exercise requires approximately 45-60 minutes, including time for setup, execution, feedback, and candidate revision. We recommend selecting 1-2 exercises that best align with your priorities for the role rather than attempting all four in a single interview day. The press release writing exercise can also be assigned as pre-work to maximize in-person interview time.

Should we share evaluation criteria with candidates beforehand?

Yes, transparency about how candidates will be evaluated helps them prepare appropriately and reduces anxiety. You don't need to share detailed scoring rubrics, but communicating the key skills you're assessing (e.g., "We'll be looking at your ability to craft compelling messages and respond to journalist questions") sets clear expectations.

What if a candidate has limited experience with certain aspects, like media monitoring tools?

Focus your evaluation on the candidate's analytical thinking and strategic approach rather than specific tool knowledge. If a candidate demonstrates strong analytical skills and the ability to derive insights from data, they can likely learn particular tools quickly. Consider providing a brief explanation of any unfamiliar elements before beginning the exercise.

How should we adapt these exercises for remote interviews?

All these exercises can be conducted virtually with minimal adjustments. Use video conferencing for role plays, shared documents for writing exercises, and screen sharing for the media analysis presentation. For the crisis simulation, consider using breakout rooms or chat functions to introduce new developments during the scenario.

How do we ensure consistency when comparing candidates?

Standardize as many elements as possible: use the same scenarios, allocate identical time frames, and evaluate against consistent criteria. Create a simple scoring rubric for each exercise with key dimensions (e.g., strategic thinking, communication clarity, adaptability) to ensure all candidates are assessed on the same factors.

Should we combine these work samples with traditional interview questions?

Yes, these practical exercises should complement, not replace, behavioral and experience-based interview questions. The work samples demonstrate skills in action, while traditional questions help understand a candidate's background, motivations, and cultural fit. Together, they provide a comprehensive view of each candidate's potential.

In today's competitive media landscape, finding a Media Relations Specialist who can effectively manage your organization's public narrative is more important than ever. By incorporating these practical work samples into your hiring process, you'll gain valuable insights into each candidate's actual capabilities—beyond what resumes and traditional interviews reveal.

Remember that the best candidates will appreciate a thorough process that allows them to showcase their skills. A rigorous selection approach signals that you value excellence in media relations and are serious about finding the right person for this critical role.

For more resources to enhance your hiring process, check out Yardstick's AI Job Description Generator, AI Interview Question Generator, and AI Interview Guide Generator. You can also find the complete Media Relations Specialist job description that inspired these work samples.

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