Review the evidence signals before interviewing. Then use the anchored descriptions—not instinct alone—to choose the score that best matches each answer.
01
Evaluation factor
Campaigns that performed
30% weight
Ask for two named crises they ran digitally: product recall, data breach, executive misconduct. Look for holding statement turnaround times, escalation triggers, and how sentiment recovered afterwards.
Evidence to listen for
Names campaigns or programmes they ran, with the metric they moved and the baseline it moved from
Distinguishes their own work from the team's or the agency's
Knows the audience and the offer, not just the channel
Can describe a campaign that failed and why
Five-point scoring guide
1
Poor
No numbers; describes activity rather than results.
2
Needs Improvement
Vanity metrics only; attribution to their own work is unclear.
3
Satisfactory
Real campaigns with some numbers; baselines often missing.
4
Very Good
Named campaigns with metric, baseline, and clear personal ownership.
5
Excellent
Names specific incidents with dark site activation, first-response times in minutes, and documented sentiment or share-of-voice recovery curves.
02
Evaluation factor
Audience and segmentation
25% weight
Probe how they map stakeholders before a crisis: customers, regulators, investors, employees, activist accounts. Check whether messaging differed by channel, from LinkedIn to Reddit to TikTok comment threads.
Evidence to listen for
Describes real customer segments and what differs between them, not demographic guesses
Has built lifecycle stages, journeys, or nurture logic that reflect actual behaviour
Knows where the audience data comes from and its limits
Writes for the segment rather than for everyone
Five-point scoring guide
1
Poor
One message for everyone; no segmentation thinking.
2
Needs Improvement
Segments by demographics only; no behavioural insight.
3
Satisfactory
Workable segmentation; lifecycle logic is basic.
4
Very Good
Behaviour-driven segmentation and lifecycle design with evidence behind it.
5
Excellent
Segments audiences by outrage risk and channel behaviour, and shows tailored message trees rather than one press release pushed everywhere.
03
Evaluation factor
Measurement and testing
30% weight
Test their listening stack: Brandwatch, Talkwalker, Meltwater, Sprinklr. Ask which thresholds trigger escalation and how they distinguish a genuine spike from bot amplification.
Evidence to listen for
Tests deliberately rather than changing everything at once
Understands attribution limits and does not overclaim
Knows what sample size and duration a test needed
Can name a test whose result contradicted what they expected
Five-point scoring guide
1
Poor
No testing; claims credit for correlation.
2
Needs Improvement
Runs tests but reads them badly; overclaims attribution.
3
Satisfactory
Tests sensibly; rigour drops under deadline pressure.
4
Very Good
Disciplined testing with honest attribution and a result that surprised them.
5
Excellent
Cites concrete alert thresholds, benchmark volumes, and post-incident reporting on sentiment, reach, and earned media tone shifts.
04
Evaluation factor
Working with the business
15% weight
Assess how they work with legal, investor relations, and the CEO under time pressure. Check experience running simulation drills and maintaining pre-approved statement libraries.
Evidence to listen for
Works with sales, product, or operations rather than throwing campaigns over a wall
Briefs designers and writers well enough to get usable work
Manages agencies or freelancers to a standard
Reports results to leadership without spin
Five-point scoring guide
1
Poor
Works in isolation; reports only flattering numbers.
2
Needs Improvement
Limited coordination; briefs are thin.
3
Satisfactory
Coordinates adequately; reporting is honest if basic.
4
Very Good
Strong partner to sales and product; briefs and reports clearly.
5
Excellent
Describes running tabletop exercises, holding legal-cleared statement banks, and getting sign-off from counsel and executives within hours, not days.
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