I was having a frank chat with a PR agency MD recently about how too many agencies hire lightweight people during boom years because they’re desperate for staff and cut corners at the interview stage. Harsh but, in my view, often true.

We got on to talking about what questions should be asked, and which agencies are infamous for asking oddball questions (like the biscuit one: you know who you are). And which questions really help to weed out the warblers in PR.

So here are my favourite 10 interview questions that agencies should be asking potential recruits when hiring in a recession, if indeed hiring in a recession becomes feasible, to help sort the wheat from the chaff:

1. Is this just about money?

2. Tell me about three stories in the news that caught your eye today.

3. If you had your own agency, what would it be like?

4. What do you like to cook (yes, this is wierd, yes I have a habit of asking it)?

5. Why is it that you think you’re good at your job?

6. You’re editing the evening news: PM to resign in scandal or tragedy leaves hundreds dead, which story do you run first?

7. What do your colleagues dislike about working with you?

8. Good grammar and attention to detail. Discuss.

9. How will agencies be selling PR services in years to come?

10. Define irony (this is my personal favourite).