Interview Prep

What part of your job do you like the least?

• Analytics (Not because I avoid it, but because my strengths are more on the creative, communication, and coordination side)

• Work with them regularly, and I’ve become much more comfortable interpreting data and pulling insights

• Area I’ve actively been improving because I know how important it is; I’m interested in continuing to build that skill set through additional training

What’s a challenging part of your role?

• Waiting on approvals/input from multiple stakeholders and leadership, since timelines aren’t always on schedule

• Focus on staying organized, setting clear expectations, and following up thoughtfully to keep projects moving

How do you prioritize?

• Assessing deadlines, project impact, and my team’s priorities (making sure I’m aligned with my teammates and my supervisor

• In my current role, I’ve often juggled numerous deadlines, being on the marketing and PR teams (stakeholder inquiries, newsletter deadlines, social media deadlines, etc).

• Assessing what is a static/firm deadline

How do you handle competing deadlines?

Clarify the urgency and impact of each task

Plan ahead as much as possible, blocking specific time off of my schedule and allowing for buffer time in case approvals/timelines change or there’s any unexpected delays

Daily check ins at the beginning and end of each day

What are some of your strengths?

• Translating complex information into clear, engaging, and accessible messaging

• Active listener/team player (love learning new perspectives, understanding people’s needs, supporting them etc.)

• Can communicate with wide variety of stakeholders/audiences/people of different backgrounds

What are some of your weaknesses?

• Over-committing on projects/tasks because I want to help

  • Been working on better prioritization and using tools like Asana to keep me on track

• Dwelling when I make a mistake

  • Need to understand that its important to move forward, take lessons learned, and keep going; if anything it’s more detrimental to dwell because you lose focus on what’s important

Where do you see yourself in 5 years?

In five years, I see myself growing into a communications role with more responsibility and strategic input, ideally contributing to campaigns that have a meaningful impact on the community. I’d love to be in a position where I’m mentoring newer team members and helping support their growth, while continuing to learn and develop my own skills in PR and marketing

Why should we hire you?

• I bring a strong mix of relevant experience, perspective, and adaptability

• I worked in house in comms at SANDAG, which was one of your firm’s major clients, so I understand both client side and what agencies need to deliver

• I also have experience in transportation communications, understanding complex topics and communicate them clearly

• I’m adaptable, eager to learn, and comfortable working with people from many diff backgrounds, which is super important in the kind of work we do

Tell me about a time you made a mistake and how you fixed it.

When I first started contributing to the media team, I accidently missed an edit from a partner agency on a press release I had already distributed to the media

Upon noticing, I immediately informed my supervisor about the situation. We also immediately informed the partner agency what had happened so everyone was aligned.

It was a minor edit, so no retractions had to be made, but I implemented the edit in the version we uploaded to the website.

That experience taught me the importance of having a stronger review process, especially when I’ve been looking at something for a long time. Now, I make a point to get another set of eyes when possible, change how I review content—like reading backwards—and use tools like AI as a final check. It’s helped me be much more confident in the accuracy of my work

How do you prioritize tasks and manage time?

• prioritize tasks and manage my time by planning ahead as much as possible. I block off key deadlines on my calendar and try to schedule early due dates with buffer time in case reviews or timelines shift

• I also do quick check-ins with myself at the start and end of each day to see what needs attention and adjust priorities if necessary

• I keep open communication with my team and supervisor so everyone stays aligned and nothing slips through the cracks

How do you handle tight deadlines or multiple campaigns at once?

• Break each project into smaller, manageable steps.

• Make a prioritized list of tasks and identify what needs attention first.

• Check in with the team if adjustments are needed.

• Track what’s completed and what still needs attention, so nothing slips through the cracks.

• Use color-coding to visualize priorities and deadlines.

• This system keeps me organized, reduces overwhelm, and ensures everything gets done on time.

Describe a successful campaign or project you’ve worked on. (Regional Plan)

My responsibilities:

• Determining what types of promo items to distribute at outreach events

• Developed a key messaging doc for interviewees to refer to throughout the process

• Filmed social media content

• Promoting the outreach events (learning sessions) through media materials such as press releases, media advisories

• Coordinating presentations and slides while working cross-functionally

• In the end, we received thousands of comments, positive news coverage (50+ hits across outlets in SD), and the plan was approved!

• Learned a lot about strategic messaging, cross-team collaboration, and community impact

Describe a successful campaign or project you’ve worked on. (LOSSAN)

• LOSSAN Rail Realignment project. For years, public perception had been negative and fueled by misinformation. When we released the initial Notice of Preparation outlining 4 proposed routes, there was strong backlash and confusion.

• Goal was to improve public understanding and reduce public confusion by clearly communicating that the NOP was the start of the process, not a final decision.

• My role:

  • Drafted and coordinated the development of press materials, including a press release and media advisory. (throughout the process to be as transparent and communicative as possible)

    • Translating complex information into digestible, easy to understand information

  • We did a media embargo w a journalist we knew

  • We also held a media availability that I supported with, coordinating the interviews and creating interview prep materials?

  • Coordinated presentations

  • Canvassed about the bluff stabilization work

• RESULT: The outcome was very positive. Coverage was focused on the process (highlighted how it was just the beginning) instead of assumptions. At the scoping meeting we held, the tone was overall very positive as well. The NOP was approved and now we are in the environmental phase of the project, taking steps forward :)

How do you measure the success of a PR or marketing effort?

I think it depends on what the goals and objectives were

I would look at quantitative metrics such as engagement, public participation rates website traffic, media coverage, comparing it to a baseline if there’s one available, and also look at qualitative outcomes such as sentiment and brand awareness. Combining both

For example, for LOSSAN scoping period, we tracked both media coverage and public feedback to see not just how many people we reached, but also how they felt about the plan.

How do you handle negative feedback or a PR crisis?

• In any situation I’d first assess the scenario and gather all possible/relevant information. I’d consult with my teammates and the appropriate leadership to ensure alignment on best approach.

• I think in these situations, responding as professionally, transparently, and empathetically as possible are vital to minimize impact and maintain trust

• I also focus on preventative measures, lessons learned and clear communication to reduce the chance of similar issues in the future.

• For example, we once received a media inquiry because a reporter had published inaccurate information about one of our projects. I immediately informed the media team and connected with the project team to confirm the correct details. Once we had the accurate information, we coordinated a clear and professional response to the reporter, who updated the story accordingly.

• Important to respond quickly, stay calm under pressure, and collaborate

How do you stay current on PR/marketing trends?

• Regularly keep up with the news in my industry/in San Diego/anything that could be related with the work I do (ex: Transportation Today, CalMatters, Cal Streetsblog, North County Pipeline)

• Follow similar organizations on social media to see what they’re doing

• Keep up with PR pages such as The PR Girl Manifesto, The PR Insider, The PR Habitat, California Association of Public Information Officials

If you were given a marketing budget, how would you allocate it for maximum impact?

If I had a marketing budget, I’d focus on channels that give the most impact for the audience we’re trying to reach. For example, for the Regional Plan learning sessions this year, we used a small portion of budget for targeted social media ads in the specific areas where the sessions were happening, which helped boost attendance. I’d also invest in creating engaging content and make sure to track performance—like engagement metrics—so I could see what’s working and adjust as needed. Even with a small budget, thoughtful allocation and keeping an eye on results can make a real difference.

How do you handle working with clients or multiple stakeholders?

• staying organized and keeping communication open.

• For example, for external presentations, theres a ton of people involved, I had to coordinate between the design team, presentation requester, host, leadership, and presenters to get content ready on time. I made sure everyone knew the deadlines, shared updates regularly, and checked in if anyone needed help.

• It made the process smoother, and we were able to finish everything on schedule. I try to stay flexible too, because everyone has different priorities, and being able to adapt helps things run more smoothly.

I handle working with clients or multiple stakeholders by staying organized and keeping communication open. For example, when preparing external presentations, there were many people involved—I had to coordinate between the design team, the presentation requester, the host, leadership, and the presenters to get content ready on time. I made sure everyone knew deadlines, shared regular updates, and checked in if anyone needed help. I also stay flexible, since everyone has different priorities, which helps the process run smoothly. As a result, we were able to complete everything on schedule.”

How would you approach writing a press release or newsletter?

I start by understanding the audience and key message, then draft a clear, concise, and engaging piece. I ensure formatting and style guidelines are followed, include relevant quotes or stats, and have it reviewed before distribution

How do you adapt your communication for different audiences?

• Study/do research on my audience

• Meet them where they are, learn their interests

• Ex: press releases vs social media posts

Tell me about a time you took initiative.

• Media metrics - first ever

• Smart brevity vs regular newsletter copy style

• Teaching abroad in Madrid

• PR editor for literary magazine

How do you research for PR campaigns?

• Start by understanding the audience and what matters to them.

• Look at industry trends to stay up-to-date.

• Analyze competitors to see what’s working in the space.

• Check social media performance to identify effective content.

• Gather data from past campaigns or reports to learn what worked and what didn’t.

• Combine all insights to develop a relevant and effective campaign strategy.