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Hi,
I'm in HR and can probably help you a bit. I'll give you some general information and then if you have other questions I would be happy to answer them.
First you need to figure out what would make a person successful in the roll you are looking for. Think in terms of prior experiences, education and personal attributes. Once you have developed your "profile" of a perfect intern, you will of course need to advertise for it.
Screen resumes by comparing them to the profile that you developed for each job. Since you said you know about legal/illegal, I guess I don't have to tell you that listing stuff like "cute, front desk appearance" is a big no no.
I would also ask for work/writing samples, and maybe even take them through a simulation if you are looking for people with some experience. In a simulation you can have them develop a marketing presentation for a magazine (not like yours to not give the impression that you are just trying to gather ideas. Believe it or not, people do this!) or develop a layout for an ad or something like that.
There are many books out there with good interview questions. There is also tons of stuff on line. I am partial to behavioral based questions, but you will also find situational, creative "riddle" type questions and just straight forward "What are your strengths/weaknesses?" type questions.
If you'd like me to send you a list of questions that we use in my company to select for core competencies shoot me a PM. These questions won't address the job specific stuff you want to ask about, but will give you an idea of how behavioral based questions are set up and may give you some good general questions to ask.
You should also develop an objective way to evaluate each candidate before the interviews start so that you are not just going on your gut feelings.
I think interviewing is fun. Good luck!
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