Interns Perspective By Niamh Slevin

Like many University students studying PR (and there’s a lot of us!), I was so keen to finally put down the books and actually get some real industry knowledge.

Undertaking internships is always so beneficial and scoring one with Dawn til Dusk Publicity was such a worthwhile experience that really challenged my expectations. While it would be impossible to culminate my whole experience into writing, it has left me with some valuable lessons about the industry and how to succeed. Here is a list of what I learnt:

1. PR is not for the faint-hearted – especially working for an agency with multiple clients, it becomes a balancing act where you have to stay on top of everything.
2. Absorb all media – It may seem obvious but I realised just how important it is to read newspapers and watch news on TV. If you’re going to make a career out of making something newsworthy then you need to learn how to write like a journalist, understand the platform and how it works across print, digital, television and radio.
3. Don’t burn your bridges – the PR industry is a lot smaller in Australia and I’ve learnt that you need to make your mark early and build a trustworthy name for yourself because word spreads quickly.
4. Work with integrity and stay humble – in an industry that works so closely to the glitz and glamour of the entertainment industry, it can be easy to get caught up in their world. It’s important to always act professional at events or photo shoots and don’t indulge in gossip. Even on social media keep things professional as it could affect future job opportunities.
5. Flexibility is key – you never know what’s around the corner and what opportunities may come along. You need to be able to adjust quickly and work to tight deadlines according to the client.
6. You have a chance to be influential – having that small influence on the media and being able to make things happen is so satisfying. You can create news where there is none but it takes a high level of organisation, strong relationships and succinct writing.
7. Keep your strategy simple – while I gained knowledge from University, it’s interesting to notice the differences between what lectures teach you and what actually happens. A client isn’t interested in jargon or complicated strategies.
8. Liaising with journalists – when working with journalists always be trustworthy and dependable because that’s how you build relationships. Never be disrespectful and try to match their tone when you are speaking on the phone with them.
9. Keep your networks – do things for people without expecting anything in return, as this is how you build a reliable network. You never know when they might pay the favour back in return in the future.
10. Always produce high quality work no matter what it is – this builds your reputation and can lead to future recommendations.
11. Manage expectations – don’t make any promises you can’t keep just to look good in front of the client or media.

Take note of any piece of advice you receive during an internship and ask heaps of questions. Be grateful to those that have given you the opportunity to learn because it can really give you so much insight and an advantage over others starting out in your field.

~ Written by Niamh Slevin.

She completed her internship with us Sept – December 2014.

(*Image Source: geralt)