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Fleishman-Hillard Interview
Questions

30 Questions and Answers by Helen Lee

Published March 17th, 2019 | Helen Lee is a freelance data analyst and writer with over 15 years of experience in marketing.
Question 1 of 30
At FleishmanHillard, we believe in learning from other PR campaigns, both positive and negative. Can you talk about a campaign you have seen that taught you a lesson you can apply in the future?
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How to Answer
FleishmanHillard believes in learning from successes and mistakes, both internal and external to the company. Hiring managers are looking for a candidate with the same open-minded mentality.

By sharing a specific campaign that provided a learning opportunity, it lets hiring managers at FleishmanHillard know that you are a proactive learner, ready to build high-quality PR campaigns. It also shows your ability to identify aspects of improvement in campaigns that were not entirely successful.
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Top 30 Fleishman-Hillard Inc. Interview Questions with Full Content
1.
At FleishmanHillard, we believe in learning from other PR campaigns, both positive and negative. Can you talk about a campaign you have seen that taught you a lesson you can apply in the future?
FleishmanHillard believes in learning from successes and mistakes, both internal and external to the company. Hiring managers are looking for a candidate with the same open-minded mentality.

By sharing a specific campaign that provided a learning opportunity, it lets hiring managers at FleishmanHillard know that you are a proactive learner, ready to build high-quality PR campaigns. It also shows your ability to identify aspects of improvement in campaigns that were not entirely successful.

Helen's Answer #1
"The Dove Real Beauty campaign was a successful campaign for the Unilever company as it addressed an alarming statistic - at that time, only 2% of women considered themselves to be beautiful. The campaign used 'real' women in the campaign as opposed to professional models. Unilever was successful at initiating the conversation about real beauty, and it increased sales during the campaign. I believe it was successful at identifying a theme that many women could relate to and a successful connection was made with its target group."
Rachelle's Answer #2
"A Pepsi ad starring Kendall Jenner in the middle of a Black Lives Matter protest. The problem with this campaign was it minimized the seriousness of this movement as it portrayed a Pepsi being the solution to this deep racial issue. I learned from this campaign how important it is to get feedback from people of various races and backgrounds. If qualitative research had been done before the release, Pepsi likely would not have faced the backlash. Money and time spent on research are worthwhile to avoid potential damage to the company image and brand."
2.
Helping clients with their brand strategy is one of the first phases of brand development. How can your experience with brand strategies be of value when working with FleishmanHillard's clients?
Ensuring a client has a strong brand strategy is one of the first steps in successfully helping it develop its brand. Therefore, it is essential to FleishmanHillard that its team members have experience in this area.

As you respond to this question, talk about what role you took while working on brand strategies in prior positions. Specifically, address how you can bring value to FleishmanHillard's client relationships concerning your experience with brand strategies.

Helen's Answer #1
"My prior positions have given me the opportunity to work on brand strategy teams. My main role in these teams was providing analytical support for strategic decisions making. In doing so, I was able to work with and learn from my teammates and also learn about the strategy building process. I am confident my experience gives me valuable perspectives on the process, which can help the strategy building phase for FleishmanHillard's clients run more smoothly. Also, my strong analytical viewpoint gives me a great foundation on which to make strategic decisions."
Rachelle's Answer #2
"I had the fortunate opportunity to participate in a brand strategy team in a creative capacity. My role was to give input on how the company's brand was to be represented in advertisements and on social media. An important lesson I learned as part of this team is that members' roles are dependent on one another. It is important to understand the contribution everyone is making so you can better accomplish your tasks. I believe my ability to understand the various roles of a strategy team will help FleishmanHillard's clients work more productively and efficiently."
3.
In your opinion, what is the best practice for handling bad press?
FleishmanHillard works very hard for their clients, ensuring that any bad press, or public crisis, is handled with professionalism and suave. The interviewer would like to see that you are on the same page as FleishmanHillard when it comes to helping their clients manage their reputation through a crisis or bad press.

Helen's Answer #1
"I believe the best practice for handling bad press is to have one dedicated spokesperson for the company, who can create a consistent message and image for the public to absorb. Generally, this would the be CEO or another leader of the company, who has been trained on positive talking points when dealing with the press. Despite the crisis, this person should remain focused on the positive aspects of their company by speaking to its strengths."
Rachelle's Answer #2
"Many companies have recovered very well from a crisis, and the common factor seems to be getting ahead of the bad press. One step could be to push negative reviews and bad comments away from page one, using SEO techniques. Another would be to call the media and get your talking points out before they can turn a negative situation into a full-blown crisis. This effort could including putting together a list of potential questions, and having key members of the company practice answering those specific sets of questions."
4.
Research is an integral part of the brand development process. What is your analytical experience as it relates to brands?
FleishmanHillard is looking for candidates with some level of brand analytical experience. Your experience may be related to any phase of the process, as long as it is relevant to brand development or brand evaluation.

Some areas brand analytics come in to play is in identifying target audiences, developing creative and selecting channels. Also, brands go through an evaluation on an ongoing basis through customer surveys.

Helen's Answer #1
"I am excited about the possible opportunity to put my brand analytical skills to use to meet the brand development needs of FleishmanHillard's clients. My previous projects have allowed me to gain extensive experience in evaluating and monitoring clients' brands. Through my analyses, I have been able to identify opportunities for clients to improve their brand positions. My brand analytical experience helps me determine what measures need to be looked at to make careful brand development decisions."
Rachelle's Answer #2
"As an active team member on a brand development team, I was tasked with making recommendations on target customers and providing analytics to support them. While working towards developing my recommendations, I learned the importance of telling a story through the analyses. The ability to look at the numbers and build a story is an important skill to have in the brand development process as it can help FleishmanHillard's clients make the necessary strategic brand decisions."
5.
FleishmanHillard believes that for visitors to have an enjoyable experience on a website or an app, its functions and formatting should be human-centric. How does this tie into the big picture when it comes to digital strategy?
Help the interviewer see into your philosophy behind user experience, its impact, and the importance in digital strategy. First, tell the interviewer how your beliefs in user experience align with those of FleishmanHillard. Then explain exactly how your approach complements other areas of digital strategy. Avoid describing the process of user experience planning; that will not directly address the question.

Helen's Answer #1
"The experience on a company's digital platforms needs to be human-centric and designed to fit in with the customer's needs. I know this from experience because I've seen campaigns where a company placed a lot of focus on collateral or different kinds of content, but when the customers made it to the website, whether because it was unattractive or they couldn't figure out how to use it, they quickly lost interest. When we don't match the target audience's preferences to a digital platform's functionality and feel, it can contradict all other messaging and branding that's been convincing until this point. The customer will lose trust or become confused, and this causes them to skip the buyers' cycle. In this situation, the final result for the company is negative, and they suffer a loss in sales."
Rachelle's Answer #2
"Website and app experiences designed with customers in mind are an essential part of digital strategy. The online platform may be the first or only place where the customer gathers an impression of a company, then decides whether or not to make a purchase. When user experience is well-planned, the website or app can become a place of comfort for the customer and allows them to feel connected with the brand. It also makes decisions easy for the customer. Being able to intuitively navigate a site to learn about product details and pricing, for example, or seamlessly follow calls to action and complete purchases lowers the resistance and pushes sales to the finish line. Finally, the positive experience creates new opportunities because happy customers often return and refer others."
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