Corporate Communications is not a ‘fake it till you make it’ field

I’ve been in the game long enough to know when someone is trying to wing it in an interview. And trust me, in corporate communications, there’s nowhere to hide.

The moment a candidate walks in, radiating confidence but suspiciously light on specifics, I know what’s coming. The buzzwords. The generic statements. The well-rehearsed but ultimately hollow claims.

“I thrive in high-pressure situations,” they say.

Great! I lean forward and ask, “Tell me about a real crisis you managed. Step by step.”

There’s a pause. A slight shift in the chair. Then a vague story about a ‘challenging situation’ that somehow never gets specific.

“I’m a strategic storyteller,” they continue, smiling.

“Fantastic,” I reply. “Give me an example of a time your words changed the public narrative. Who was the audience? What was the message? What was the outcome?”

Now there’s blinking. Some nervous nodding. I can almost hear the internal monologue: Oh no. They actually expect details.

“I understand media relations deeply,” they throw in, hoping to regain lost ground.

“Excellent,” I say. “Which journalist do you have on speed dial, and how would you pitch them right now if we had a brand crisis?”

This is when they realise: bluffing isn’t going to cut it. Not here.

By the time I ask, “Let’s say our CEO misquotes revenue numbers on live TV. Walk me through your response plan,” I can practically see them contemplating if now is a good time to fake a medical issue.

But here’s the thing—corporate communications is not a ‘fake it till you make it’ field. It’s real. It’s fast. It’s high-stakes. If you don’t know your stuff, the press, the public, and the boardroom will know before you even get a second chance.

So if you’re walking into an executive corporate communications interview thinking you can rely on buzzwords and vague stories—don’t. I’ll see through it. And so will anyone who actually knows this job.

So, what do I actually look for in an executive corporate communications candidate? 

- Crisis management experience – If you’ve never managed a crisis, you’re not ready. Full stop Media relations mastery – Do you have journalists who take your call? Can you control a narrative? Prove it.  

- Strategic thinking – We don’t just write statements; we shape reputations. Show me how you’ve done that.  

- Flawless writing and messaging skills – Every word matters. If your emails read like a high school essay, we have a problem.  

- Executive presence – Can you hold your ground in a boardroom full of senior leaders? Can you make them listen?  

- Integrity and judgment – This job is not about spinning. It’s about navigating truth, perception, and business realities without making things worse. 

So if you’re walking into an executive Corp Comm interview thinking you can rely on buzzwords and vague stories—don’t. I’ll see through it. And so will anyone who actually knows this job.