Interning in a PR Firm

by Ashley Felder (BPRW)

Attention students! Are you hoping to retain a degree in the field of public relations; yet you are nervous and scared of the possibilities of interning? Securing an internship while in school will place you ahead of the game. Although some internships are often unpaid, the experience which is gained pays off in the end.
The key to being a successful intern relies within. Just like all jobs the same rules apply. The only difference is that you are working at a public relations firm. Television often misconstrues the public’s perception on the capabilities of an intern. Many times the images that are usually portrayed on television do not exist in real life. On TV, an intern’s only job is being the boss’ personal secretary, which according to TV means providing the boss with their daily dose of coffee. Fortunately times have changed!
For individuals interning within a PR Firm, there is never a dull moment. There is always something exciting and possibly new to do. Rather it is pitching to the media or drafting up press releases. One of the key aspects of working in a PR Firm is learning and getting to know different media styles. Below lists typical projects within a public relations firm that can be expected during an internship.
• Updating media listings- This involves implementing corrections to allow successful media distributions.
• Writing stories- Every journalist must be an efficient writer!
• Drafting and distributing press releases- Keeping the media as well as the public informed.
• Media pitching- Contacting the media by providing story ideas.
• Follow up calls- These are calls that are placed after media distributions such as press releases, media alerts and public service announcements
• Article clippings- Keeping a count on how many times clients’ names are mentioned.
• Script writings- Preparing suggested scripts for different events.
• Distributing Public Service Announcement- Sending PSA’s for placement to radio stations, print and television.
• Preparing and setting up for Press Conferences

Although many of these tasks may not be mastered at the end of the internship, they provide insight on what is expected in the real world of communications.