The PR Internship: 7 Things to Take with You

If you are currently seeking job experience through an internship at an awesome PR firm, or reading this blog while sitting at your intern desk at said awesome PR firm (when you should really be creating media clippings or pouring coffee for the account executive whose job you want), this blog was written just for you.

Think about it, every year - in the spring, summer and fall - thousands upon thousands of people graduate with the same degree you did - and you're all (coincidentally) looking for the same job. Hopefully, you wised up - and you're ready to cut your teeth before you graduate by taking part in an internship. I recommend one to two internships before you graduate in order to be considered for an entry-level position. But I'm getting ahead of myself.

Here are 7 things you need to have in your repertoire by the time you complete your PR internship:

1. Media Relations Skills
During my first internship, my PR Director put me on the phone with the media to follow up on a Request for Coverage for an event the company was hosting. I got hung up on.

A lot. By grumpy editors who were on deadline.

I think my director knew what she was doing when she asked me to make those calls. That, or she knew how hard it is and didn't want to deal with it herself. Either way, kudos to her! She gave me some awesome insight into talking to the media and saved herself the effort. If you are asked to follow up on a press release or a media advisory - get on the phone, talk fast and don't spend ten minutes introducing yourself. They don't care who you are. They want you to get to the point and if you can make their job easier, do it. If that means emailing them links to high-res photos or hand delivering B-roll to the station, do it with a happy heart. I can honestly say that the media smell fear. Now going on 5 years of working in the industry, I can say that some of the same intimidating media editors I used to dread talking to are now my friends and colleagues.
You'll get there, too. Keep reading.

2. Writing for the Mass Media:
Most universities with even the most general Communications programs will require a writing class specific for public relations writing. You should have some of your class writing samples in your portfolio as you interview for the internship, but ask your supervisor for an opportunity to write a press release, media advisory, fact sheet, etc. When it's time to distribute the press release, you should also learn how to create a media distribution list. There are a lot of public relations tools that can help you do this like Vocus and Cision which allow you to build lists using a research module (it's basically a database of every media outlet and reporter/editor in the country/world). Just a warning - these programs cost a pretty penny, so depending on the organization you work for, you may or may not have this resource available. The company might already have a media list available but may ask you to update it during the duration of the internship.

3. A Positive Outlook
I often ask students about their interest in public relations as a profession. You know what answer I get a lot? "I'm really good with people.". News flash: you'll need that skill in pretty much any profession. But I can appreciate an awesome attitude when I see one. I hope you'll approach your internship with a positive attitude and a real willingness to listen and learn. You can take that with you no matter where you go and no matter how long you're in the business. A positive outlook and a plan for your next steps is key when you have an ambition. Don't ever feel like you're being asked to do something that you deem is "below" you. A good mentor and leader will never ask you to do anything they wouldn't do themselves. Chances are, if you're supervisor is asking you to do something, they would probably do it anyway if you weren't around to help them with it. We all do "intern"-type work. Do it with a happy heart and bring your bright attitude with you every day. You never know who is watching you.

4. A Working Knowledge of Social Media:
It's a known fact that more employers are looking for savvy professionals who can navigate the world of social media. Perhaps you manage a personal Twitter or Facebook account. That's a great start.
If you feel comfortable with social media, let your supervisor know. They might give you the opportunity to manage a Twitter account or Facebook fan page for one of your clients. If you get an opportunity to do so, this is an important skill to remember as you update your resume for future employment.

5. Strategic Planning:
So far I have mentioned many tactical but important activities that take place after the Public Relations plan has been set in motion. Many young professionals will not be exposed to a Public Relations plan until your capstone courses in college. If you have the opportunity to take part in developing a public relations plan for a client, be a part of the brainstorming session, take a lot of notes and pay attention to the process that leads you there. Your supervisor might even ask you to write a PR plan and then work with you on perfecting it.

6. Evaluation and Tracking:
With companies cutting their advertising budgets left and right, now more than ever, is the time for PR to shine. Without a recap or summary of your efforts (even for something as small as a great press conference that you pulled off), it's difficult for your client to truly understand the value and power of PR. That is, until they see all the earned (non-paid) media coverage you garnered. Most internships will ask you to help the PR department track media coverage by literally clipping articles out of the newspaper or tracking links and impressions online for your client.  I mentioned media clippings earlier but I couldn't be more serious about the importance of doing this because evaluation is so important to the work that we do as PR professionals.

7. Event Planning and Coordination
I'm always very relieved when I know that I have an intern to help our team coordinate a press conference or event. Your job will probably be along the lines of helping the set-up team, assisting with media registration, but generally your job is to observe and take it all in. You can learn a lot by watching what's going on.

A firm, like Creative Civilization, with a developed internship program will arm you with a public relations work schedule from the beginning of your internship and a mentor will work closely with you as you progress through it. If you feel you were hired by a company as nothing more than an extra pair of hands, I challenge you to take charge of this opportunity and create your own work calendar for the next 6 to 8 weeks (or however long you plan to work with the company). Ask your supervisor to sit down with you and sign it. It's a good addition to your portfolio, especially since most firms will ask you to sign a confidentiality agreement which prohibits you from moving clients' intellectual property out of the agency. The signed work schedule shows prospective employers that you did the work under the guidance of the professionals who hired you.

The goal of your internship shouldn't be about getting the most lauded firm on your resume (wait...who am I kidding?). Actually, the goal is to learn as much as possible and gobble up every bit of knowledge and information that you can from your very busy superiors. Imagine this: after your internship, you'll be hired as an entry-level PR person. Now, wouldn't it be wonderful to be confident in your abilities because you've already learned and done so much in your previous internship? At the end of the day, be proud of yourself. Take a good long look in the mirror before you head off to your little intern desk and dream big.

Now go. Go in peace.