I have learnt that PR isn't a simple role and this is especially true for not-for-profit organisations who have to build relationships and media coverage on minimal funding. Therefore the most important skills a PR practitioner can have is multi-tasking and organisation as you constantly have to be juggling numerous tasks to achieve success.
This week I started my internship at Momentum Forum Events who raises awareness and funds for causes through social and business networking. The organisation is run solely by Barbara McNaught who is passionate about helping worthy causes and dedicated to creating stand out events. The annual events the organisation hosts are:
- International Women's Day
- Men in Black Ball
- Pink Ribbon Ball
- Melbourne Cup Luncheon
From the first day I was thrown into the deep end and given the task to write media releases, sponsorship proposals and brainstorm ideas for Momentum's 10th Anniversary Pink Ribbon Ball. But I wouldn't have wanted it any other way as working for a not-for-profit organisation has given me the opportunity to have hands on experience in a variety of PR techniques. For example I had half an hour to write a media release in comparison to university where I was usually given a few weeks to perfect communication materials. Although the basic template of a media release remained the same and had to be simple, newsworthy and with a catchy headline. Therefore you need to complete tasks quickly as there are numerous tasks ongoing at all times. This is because Momentum Forum Events is constantly receiving emails and phone calls all day providing new tasks that need to be completed urgently at the same time other jobs are being done. Not only is the organisation planning the Pink Ribbon Ball but also the Melbourne Cup Luncheon, Hello Darlink! TV show and managing the Momentum For Australia charity at the same time. Also all profits from these events go to charity so Momentum relies on work experience students to help bring together the events as the organisation can't afford full-time employees.
I am definitely enjoying the internship as Barbara encourages all of us to contribute with ideas and gives out individual tasks. This gives invaluable experience into what a being a real PR practitioner entails and the satisfaction of seeing your work being used. I am looking forward continuing my internship at Momentum as I believe it will give me the confidence and experience to work in the public relations industry.
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