Ever since the first week, the executive in-charged of interns Miss Zurina (as pix) had constantly introducing us new conventional business terminology. She asked us to check the meanings of every unfamiliar business term that we came across during daily task and did a report to hand in to her. Just from there I only knew what is the meaning of IPO, BLR, a premium of, ETF Fund, Private Banking, Offshore Banking and such. Even as a undergraduate that took "commerce" subject before, I found out that what i learned of those "bull-bear market, remiser, conventional and Islamic banking" are far not enough for today PR industry. This is because as PR practitioner, our clients are those involve in ever-growing business world. Update ourselves mean we can bring better services to them.
In relation to above, another senior Miss Aishah also told us to read and monitor media that our clients would read. For examples cross-nation corporate CEO will read Asia Wall street Journal, Asia CNBC or Bloomberg TV. Government-linked companies, on the other hand, would pay attention to the local news agency Bernama TV. Besides, magazines such as The Edge, Personal Money and The Financial Daily are a must for reading. As we produce press release, the client would very much like their release to be published on such media.
From that day on I started to visit those media outlets as frequent as possible, plus a click to The Australian and Sdyney Morning Herald website to know what is ongoing in Australia, and New York Times to read the world trend.
An intern life in real PR field also gain me several new concept of PR. When flipping through the files, I noticed AP used the phrase of "covert and overt PR" quite often. This is because AP's clients are mostly giant corporate, which benefits and privilege involve multi-layers of politics and privacy. Therefore, AP will use this PR concept to apply both invisible and open hands to help achieve the client's key message. Besides, in their business proposal, they also try to eliminate unfamiliar PR terms, for instance "two-way symmetrical model". Instead, they use simple and understandable concept to picth their clients what they are going to do. For that I think they had created these terms such as "mesra rakyat PR" (pro-people PR), "short and sharp offensive strategy", "message orchestration". Haha... I think those terms are cool. As a real PR practitioner, why not we creating the new term to define our industry?
My first month therefore ended with a lot of excitement. I am looking forward to the next month now.
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