Competency-Based Interviewing: How to Prepare and Stand Out
Competency-based interviews are now one of the most common ways employers assess talent across PR, Communications, Public Affairs & Marketing roles in Ireland. Instead of focusing on hypothetical questions, interviewers want to understand how you behave in real situations—how you solve problems, communicate under pressure, influence stakeholders, or work in a team. This type of interviewing evolved from competency-based training approaches in the 1950s and 1960s that emphasised demonstrating a skill in practice rather than simply knowing about it.
This style of interviewing is particularly used in structured, fair hiring processes because it allows organisations to compare candidates consistently. As recruiters specialising in PR, Communications, Public Affairs & Marketing, we see competency-based interviews used in over 80% of mid-level and senior roles, especially those involving stakeholder management, reputation, and decision-making.
Whether you’re preparing for an interview or refining your technique ahead of your next step, this guide will help you deliver confident, well-structured answers that demonstrate your strengths clearly.
What Are Competency-Based Interviews?
In a competency-based interview, you’ll be asked to describe specific examples of how you handled real situations in the past. Interviewers will probe into:
- The situation
- The actions you took
- The challenges you faced
- The results you achieved
They’re not looking for generalities like “we completed the project successfully.” They want to know what you personally delivered, how you approached the task, and what impact you made on others.
These questions often start with:
- “Tell me about a time when…”
- “Give an example of…”
- “Describe a situation where…”
How to Structure Strong Answers: The STAR Method
The STAR model is the most effective way to structure competency answers clearly and logically.
S – Situation
Set the scene. Describe the context, problem, or challenge you faced. Keep it recent and relevant.
T – Task
Explain your responsibility. What was your goal? What were you trying to achieve?
A – Action
Detail what you specifically did. Why did you take that approach? What obstacles did you overcome? This is the core of your answer.
R – Result
Share the outcome. Quantify the impact if possible—metrics, improvements, engagement increases, reduced complaints, etc.
Tip: Employers value evidence. According to our latest Salary & Benefits Survey, professionals who demonstrate clear impact (particularly through measurable results) are 34% more likely to progress to second-round interviews.
Preparing for a Competency-Based Interview
To perform well, preparation is key. Before the interview:
- Study the job description
Identify key competencies the organisation emphasises—communication, influencing, problem-solving, planning, stakeholder engagement, etc.
- Pick 6–8 strong examples
Choose situations from the last 18–24 months that show your strengths. Aim for examples that demonstrate challenge, complexity, or collaboration. Find more detail in The Ultimate Interview Guide.
- Map each example to a competency
This ensures you always have a relevant story ready, even if the question is phrased differently.
- Practise aloud
Clear communication is essential in PR, Communications, Public Affairs & Marketing roles. Practising verbally helps you stay concise and confident.
Common Competencies & Example Questions
Below are the most common competencies used across PR, Communications, Public Affairs & Marketing interviews. We’ve also provided example questions to help you prepare.
1. Drive for Results
This assesses your motivation, ownership, and approach to challenges.
Example questions:
- What achievement are you most proud of?
- Tell me about a time you “made things happen” for your team.
- Describe a situation when a deadline was at risk. How did you prioritise?
- When have you performed beyond expectations?
2. Communication Skills
This competency is central to all comms and marketing roles. Employers want to see clarity, adaptability, influence, and empathy.
Example questions:
- Give an example of a time you influenced a colleague or stakeholder.
- Describe a time you had to communicate a difficult message.
- Tell me about a situation involving a language or cultural barrier.
- Describe a recent presentation you delivered.
- When have you communicated with internal and external stakeholders simultaneously?
3. Planning & Organising
Effective planning is crucial in roles that involve deadlines, campaigns, events, publications or crisis management.
Example questions:
- Tell me about a time you planned a large piece of work.
- It’s a busy day with competing priorities—what do you do?
- Describe a tight deadline you had to manage. What would you do differently next time?
4. Customer or Stakeholder Focus
“Customer” can mean external clients or internal stakeholders such as senior leaders, cross-functional partners or agencies.
Example questions:
- Describe a time you dealt with an angry or upset customer or colleague.
- Tell me about a time you went above and beyond to meet someone’s needs.
- When did someone make unreasonable demands of you? How did you manage it?
5. Influencing or Persuading Others
PR, Communications, Public Affairs and Marketing professionals regularly influence behaviours, opinions, or decisions.
Example questions:
- Describe a time you changed someone’s viewpoint.
- Give an example of when you were asked to do something you disagreed with—what was the outcome?
6. Interpersonal & Team Skills
Most organisations operate cross-functional teams, making collaboration crucial.
Example questions:
- What strengths do you bring to a team?
- Who is the most difficult person you’ve worked with and how did you manage the relationship?
- Describe a group project—how were tasks delegated and what was the outcome?
7. Problem-Solving & Decision-Making
Employers look for structured thinking, judgement and accountability.
Example questions:
- What difficult decisions have you made recently?
- Have you made any unpopular decisions?
- Describe a significant problem you faced. How did you resolve it?
8. Adaptability
With hybrid work, digital tools and evolving campaign demands, adaptability is increasingly valued. Spencer’s research shows that flexibility and adaptability are key traits employers seek in 2025 hiring.
Example questions:
- Tell me about a time you adapted your behaviour to suit a situation.
- Describe a change initiative you had to adopt. How did you respond?
- Give an example of an ambiguous situation you managed.
9. Resilience
Comms roles often involve fast-moving environments, crisis scenarios, and shifting priorities.
Example questions:
- Describe a time you worked under pressure. What steps did you take?
- Tell me about a time you received unfair feedback—how did you rebuild confidence?
10. Personal & Career Objectives
Employers want to see self-awareness, ambition, and alignment with the role.
Example question:
- What are your short-, medium- and long-term career goals? How will you achieve them?
Final Tips to Succeed in Competency-Based Interviews
To leave a strong impression:
- Keep stories concise—2 minutes max per answer.
- Use real numbers where possible (engagement increases, campaign reach, turnaround time, savings, etc.).
- Always explain your rationale (“I chose this approach because…”).
- Prepare examples that show growth, not just success.
- End with what you learned.
For communications professionals, competency-based interviews are an opportunity to show the impact, clarity and resilience that define strong PR, Communications, Public Affairs and Marketing talent.
Frequently Asked Questions
What is a competency-based interview?
A competency-based interview assesses how you behaved in real-life professional situations. Instead of hypothetical questions, employers ask you to describe specific scenarios, actions, and results that demonstrate key skills such as communication, problem-solving, or stakeholder management.
How long should a competency-based interview answer be?
Aim for 1.5–2 minutes per answer using the STAR method. Keep your explanation focused on what you did, why you took that approach, and what the outcome was. Interviewers value clarity and concise storytelling.
How many competency examples should I prepare?
Prepare six to eight strong examples that demonstrate different skills—communication, planning, resilience, teamwork, influencing, and adaptability. Choose examples from the last 18–24 months and be ready to tailor them to the question asked.
What competencies are employers looking for in PR and Communications roles?
Typical competencies include communication skills, stakeholder management, planning and organising, problem-solving, teamwork, and resilience. In Spencer’s 2025 Salary & Benefits Survey, employers cited adaptability and relationship-building as two of the most in-demand traits in hiring.
Should I use the STAR model for every answer?
Yes. STAR (Situation, Task, Action, Result) provides a clear structure that helps interviewers understand your thinking process and impact. It ensures you stay concise and avoid going off-topic.
How can I stand out in a competency-based interview?
Use real metrics where possible (engagement uplift, campaign reach, time saved, reduced complaints, etc.). Finish each answer with what you learned. And practise aloud—clarity and confident communication matter significantly in related roles.
