Valuable Lessons I Learned during my Internship at a PR Agency

Just a few months ago, I decided to pursue a minor in Communications. With no prior experience or knowledge of the field, I had no idea where to start. Right before the spring semester ended, I was presented with a great opportunity to intern at kglobal, right in our nation’s capital. I had no clue what to expect or what would stem from my newfound interest in the PR industry, but I decided to jump at the opportunity to learn. And, learn I did. During my time as a kglobal research associate, I’ve learned that critical components of being successful in the industry include having strong media relationships, knowing your target audience, and being agile for clients.

Media relationships are the lifeblood of what we do.

Our industry is all about reputation and relationships – essentially, what others say and think about you. Learning how to communicate with and connect to a variety of media platforms is an essential (and time-consuming) skill to hone. During my internship, I learned just how important building and maintaining relationships with members of the media is. You want to be top of mind and seen as a reliable source. Your business success can greatly depend on how effectively news outlets are communicating your value and key messages.

Knowing your target audience is vital.

In the world of PR, you must begin by knowing your target audience. Who exactly are you trying to reach and with what message? Target audiences change frequently by project and/or client, so it’s imperative to continually reassess who you are trying to reach and how. For example, if you want to more quickly reach Gen Z, Instagram might be the fastest avenue to do so. In contrast, early morning news broadcasts might be the better medium for reaching Baby Boomers. The key is research. Learning how to hone in on the right audience(s) is crucial to driving your PR strategy.

Successful client relations means being agile.

Adaptability and agility on the part of the PR agency is key to having happy clients. A good PR team must be able to identify and adapt to the needs of the client, which can change on a dime depending on the latest business development. In addition, ideas that might work for one client may not work well for another. In order to keep up with the pace and demands of agency life, we must be able to keep up with the 24-hour news cycle. Being agile and adaptable for each and every client will lead to successful outcomes and ultimately help drive clients’ business outcomes.

Though my internship is coming to an end, I am leaving with valuable knowledge and skills that I’m certain will help me succeed in the field for years to come. My internship has helped me realize the elements needed to ensure effective communication results, both in professional and personal life.

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