The kind of candidate that a PR agency looks for is a confident, people person with great communication skills who's an all round media junkie. Talk about your passion for multimedia such as newspapers (all of them, even the tabloids), magazines, TV, radio, websites, social media and blogs. You want to be giving off the impression of someone who is very involved not just professionally but on a personal level as well. Talk about your experiences that relate to the fast paced atmosphere of working in PR. Are you a good communicator? You need to prove this with every answer you give by delivering it in an enthusiastic, composed and confident manner. Don't waffle, a shorter more well crafted answer that's to the point is much more effective than a stretched one where your point can become vague.