Tips for public IR consulting interview

I've got an interview this week for an associate gig at an IR consulting firm for small/midcaps

I've always viewed IR (for public companies, not fundraising for PE/VC) as strategic marketing and PR for investors: explain value, tell earnings growth story, answer analyst questions, proactively message to buysiders, etc.

Is there anything Im missing? Any IR folks care to chime in with things to discuss (best practices, how the industry is changing, etc)?

edit: public, not pubic.