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This Just In…
Bonus Tactics article: Time well spent — An intern’s experience at a small PR firm
June 9, 2008
Copyright © 2008 PRSA. All rights reserved.
By Eva Simeone
Public relations requires not only a familiarity with journalism, but also a passion for the profession, the ability to prioritize and multitask, and refined written and oral communication skills.
As I reflect on how I have begun developing these skills, I am grateful for the foundation my education at the E.W. Scripps School of Journalism at Ohio University provided for my real-world learning experience as an intern at WordWrite Communications summer and winter 2007.
My first week at WordWrite, a six-person PR firm in Wexford, Pa., was action-packed. I pitched media outlets, outlined goals tailored to my interest in media relations and writing, and wrote a release about my hire that received hits in three major Pittsburgh publications. As the summer continued, I used various PR tools and databases to compile media lists, review editorial calendars and build a comprehensive 12-month calendar of PR opportunities for our clients.
WordWrite’s leaders could trust an intern to do so much writing, planning and pitching because of their extensive application process. Rather than choosing an intern by comparing résumés and interviews, they test writing and PR knowledge. I had to write a news release, a media pitch and a personal essay, and complete a general knowledge exam of my understanding of current events. This showed me that WordWrite values interns. They don’t hire just any college student to get coffee and file papers; I was expected to be an integral part of the team.
WordWrite’s high expectations set a high standard for my attitude and performance. I continuously asked for more work (even when there was plenty), never turned down an opportunity to write or pitch, and always showed up with a willing and positive attitude. I knew what they expected from me and I wanted to surpass their expectations.
Because of WordWrite’s small size, they were flexible with my role. I took part in brainstorming sessions, led meetings on our strategic PR calendar, frequently interacted with all members of the team, and worked side-by-side with senior-level PR executives on writing, editing and pitching.
The key to completing notable work was developing goals at the beginning of my internship and then evaluating my progress with the internship coordinator midway through the summer. We divided my role as an intern into three specific areas: account and agency assistance, team member accountability, and agency and personal development.
I then crafted my goals to my interests. I had five objectives:
- Acquire a practical and all-inclusive exposure to public relations, especially media relations, media planning and PR writing.
- Gain a solid understanding of the media relations process.
- Become comfortable working with the media.
- Write for various audiences.
- Participate in professional organizations and networking opportunities when appropriate.
To connect with my team and expand on these goals, I engaged in every possible opportunity to increase my knowledge of public relations. I attended a news conference and made media calls the day of the event; I attended a networking event through IABC; I wrote a news release for a junior golf tournament and assisted at the event; I helped plan a major media relations strategy; and I was essential in assisting with new media strategies for both WordWrite and its clients.
By the end of summer, I had successfully learned to make succinct and appealing media relations calls, write and send news releases, and work in the fast-paced agency environment.
Because my experience with WordWrite was so fulfilling, I returned during a six-week break after my fall quarter. Because my colleagues at WordWrite understood my work ethic and habits, I had even more flexibility than during my summer internship. The additional experience was invaluable because I worked on several new, major accounts, allowing me to build even stronger relationships with my colleagues.
Within those six weeks, I created three strategic PR calendars, an internal PR calendar and an events calendar; compiled a buzz-worthy events document presented to a client; and assisted with two fact sheets and a multitude of news releases and media alerts.
Ironically, the semester before my PR plan-writing professor said we wouldn’t be an integral part of plan writing until much later in our careers, but there I was, creating a 26-page PR calendar that we presented to the client in the first draft of our PR plan.
For others deciding whether to continue previous internships, I highly recommend it. I worked with a variety of new clients with more confidence and more flexibility from my supervisor.
Now, with graduation in June, I am seeking entry-level PR jobs. While looking at my résumé, I know employers might see my experience at WordWrite and think, “How could she have learned so much about public relations at a small firm in the suburbs of Pittsburgh?” The answer: A smart employer trusted me, and I engaged in every opportunity to further my knowledge and understanding of public relations.
Eva Simeone is a journalism and PR major at Ohio University graduating in June. She also works for the university's communications and marketing department as a writer. Outside work, school and extracurricular activities, she spends her time job searching, networking and enjoying the outdoors whenever the Ohio weather permits. E-mail: Eva.M.Simeone@gmail.com.
Tips to take you from intern to invaluable:
- Ask questions when you’re unsure of what’s being asked of you.
- Ask for more work even when you’ve got enough.
- Show up early and stay late.
- Define and achieve your goals.
- Send your team your weekly work plan.
- Look for ways to help others with their weekly work plans.
- Keep up to date on client news and related subjects. Send links to the team about relevant stories.
- Contribute during meetings. Be the devil’s advocate.
- Act excited. Be excited. Realize you’re valued, and show you appreciate the work.
Comments
Anna Prescod says:
Very informative and useful. The article however has me wondering if there are current PR trends being utilised or are strategies and tactics made up on 'as needed basis'? Public relations although widely used in today's business environment is not as popular as marketing and can be mistaken as such. Anna
Rose Roman says:
Very impressive, not surprised. Well done!
Katy says:
As a recent graduate currently working at a large corporation for my second internship, I found this article very useful and informative. It seems to me that the new public relations mantra for industry new-comers should be: "get an internship to get an internship to get a job"!
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