How to Research a Company Before Your Interview: 7 Steps PR Pros Use

Last month, I walked into an interview for my dream PR agency job feeling bulletproof with confidence. I'd spent hours memorising their client list, recent campaigns, and had three clever questions ready.

Then the interviewer asked: "What did you think about our recent rebrand and shift in positioning?"

Cue internal panic. I'd completely missed their entire rebrand that happened just two weeks prior. My face must have said it all.

Don't be like me. Thorough company research isn't just a nice-to-have — it's the difference between "We'd like to offer you the position" and the dreaded "We'll keep your CV on file."

Why Most Candidates Fail at Company Research

After speaking with hiring managers across London's PR scene, I've discovered that the vast majority of candidates make the same mistake: they only scratch the surface. A quick glance at the homepage and memorising the "About Us" section isn't enough.

True company research requires strategic digging. And as someone who's both bombed interviews (see above) and landed offers through proper preparation, I'll show you exactly how to do it right.

The 7-Step Company Research Framework

1. Start with the Basics (But Don't Stop There)

Every interview prep should begin with understanding the company fundamentals:

• Company website - Beyond the homepage, explore their blog, case studies, and careers section
• LinkedIn company page - Note their follower count, recent posts, and employee count
• Companies House - Check their financial health and history (a uniquely valuable UK resource)

I recently used Companies House to discover a PR agency I was interviewing with had just received significant investment—which explained their aggressive hiring plans and gave me a perfect conversation starter.

2. Decode Their Culture and Values

Understanding a company's culture helps you determine if you'll thrive there and allows you to align your interview answers accordingly.

Look for:

• Team photos and videos - Do they seem corporate or casual?
• Employee testimonials - What language do they use?
• Social media presence - Is it polished and professional or quirky and personable?

I once noticed a PR agency's Instagram was full of team socials and dog photos—so I mentioned my own dog in the interview, creating an instant connection that helped me stand out.

3. Analyse Recent News and Press Coverage

This step separates serious candidates from casual applicants:

• Set up a Google News alert for the company name
• Check their press releases section
• Search the company name on PR industry sites

When I interviewed at a health tech PR agency, I mentioned their client's recent funding announcement covered in TechCrunch. The interviewer was genuinely impressed, saying: "Most candidates don't even check our own news section, let alone our clients' coverage."

4. Study Their Work and Clients

For PR roles especially, understanding the company's portfolio is crucial:

• Case studies - What campaigns are they most proud of?
• Client roster - Which sectors do they specialise in?
• Work examples - What's their creative approach?

Before interviewing with consumer PR agencies, I always check if their clients align with my personal interests—it makes enthusiasm come naturally in the interview rather than feeling forced.

5. Investigate Their Digital Footprint

A company's online presence reveals their priorities and positioning:

• Social media content - Which platforms do they prioritise? What's their tone?
• Content marketing - What topics do they write about?
• SEO presence - What keywords are they targeting?

This research provides excellent conversation starters: "I noticed your LinkedIn content focuses heavily on sustainability initiatives—how does that influence your client selection?"

6. Understand Their Competitors

Knowing who the company competes with shows business awareness:

• Identify 3-5 direct competitors
• Note what makes your target company different
• Understand their unique selling proposition

When I interviewed at a boutique PR agency, I mentioned how their focused approach differed from larger agencies I was considering. This demonstrated I'd made an informed choice to apply there specifically.

7. Connect with Current or Former Employees

Nothing beats insider information:

• LinkedIn - Look for connections who know current employees
• The OHub - Check employee reviews for honest insights
• Alumni networks - University connections often prove invaluable

A quick coffee chat with a former employee gave me crucial insight before an interview—the agency was planning to expand their sustainability practice, which I then highlighted as an interest area during my interview.

How to Actually Use This Research in Your Interview

Gathering information is only half the battle. Here's how to strategically deploy your research:

Tailor Your Answers to Their Values

When asked behavioural questions, align your examples with what matters to them:

• If they pride themselves on creativity, highlight your most innovative work
• If they emphasise collaboration, share team success stories
• If they value client service, focus on your relationship-building skills

I noticed a PR agency's website repeatedly mentioned "fearless communication" as a value. During my interview, I framed my experience around times I'd been bold in client recommendations—it resonated perfectly with their ethos.

Ask Intelligent Questions Based on Your Research

Your questions reveal your preparation level. Good formats include:

• "I read about your recent campaign for [Client]. What was the biggest challenge in executing that strategy?"
• "Your CEO mentioned [initiative] in her recent interview with PR Week. How has that shaped the agency's direction?"
• "I noticed you've expanded your [service area] team. What opportunities do you see in that sector?"

When I asked specific questions about an agency's award-winning campaign—referencing details from their case study—the interviewer literally said: "That's the best question I've had all day."

Address Company Challenges Tactfully

Demonstrating awareness of challenges (without being negative) shows business maturity:

• "I noticed the industry is facing [challenge]. How is your company approaching this?"
• "Many agencies are adapting to [trend]. What's your perspective on this shift?"

During an interview with a PR agency that had recently lost a major client (which I discovered through industry news), I carefully asked about their strategy for new business development. The interviewer appreciated my awareness of market realities.

Research Red Flags to Avoid

Be careful not to:

• Over-reference personal details about interviewers (comes across as stalking)
• Mention negative press without a constructive angle
• Ask questions easily answered on their website
• Reference outdated information (always check dates)

I once mentioned a campaign I thought was brilliant, only to discover it was widely considered a misstep within the agency. Always verify the reception of work you reference.

Tools to Supercharge Your Company Research

These resources will help you dig deeper:

• Companies House for financial insights
• LinkedIn Sales Navigator (free trial available) for detailed company intelligence
• Google News alerts for real-time updates
• The OHub's PR job insights for industry trends and company information
• PR Week and Campaign for industry news

Research Timeline: When to Do What

Timing your research properly ensures information is fresh:

• When applying: Basic overview (Steps 1-2)
• Interview invitation received: Deep dive (Steps 3-7)
• 24 hours before interview: Check for breaking news and refresh key points
• Morning of interview: Final quick scan of company social media and news

A PR director once told me she asks candidates what the company posted on LinkedIn that morning—not because she expects everyone to check, but because those who do instantly stand out.

How The OHub Can Help Your Research Process

Beyond traditional research methods, The OHub's job platform offers unique advantages for PR job seekers:

• Company profiles with culture insights not found on corporate websites
• Transparent information about workplace environments
• Video introductions from potential employers giving you a feel for personality and culture

Many candidates I know use The OHub to get a more authentic sense of agency culture before interviews—something particularly valuable in the PR industry where culture fit is so crucial.

When You Can't Find Much Information

Sometimes, especially with smaller agencies or startups, information is limited. Turn this challenge into an opportunity:

• Acknowledge it: "As a growing agency, there wasn't extensive information available online..."
• Show initiative: "...so I followed your founder on LinkedIn and was impressed by her thoughts on..."
• Ask open questions: "I'd love to hear more about your company culture and vision"

My current role came from an interview with a boutique PR agency with minimal online presence. I honestly said I was excited to learn more about them directly—which they appreciated more than someone pretending to know everything.

Final Thoughts: Research as Respect

Thorough company research isn't just about impressing interviewers—it's about respecting their time and demonstrating genuine interest in their organisation. It shows you're serious about the opportunity and have considered how you would fit into their world.

When you walk into that interview room having done proper research, you're not just another candidate—you're already thinking like an insider. And that's exactly who they want to hire.

Ready to put your research skills into practice? Browse PR opportunities on The OHub and start preparing for your next great interview. The platform's unique format gives you insider information that most candidates miss, helping you walk into interviews with confidence—not panic like my embarrassing rebrand story!

Good luck with your research, and remember: in PR, information is everything—especially when it comes to landing your dream job.