As
I sit here piecing together the whirlwind experience of my PR internship, I am
finding it hard to believe how quickly it has come and gone. Just as I placed my
foot in the door of a professional workplace, I have been drawn back to the
reality of a new university semester, with assignments, tests and readings
galore. However, motivating me through the final months of my degree is that I
have now accumulated and applied enough knowledge to hit the ground running.
As
an intern at 32dsg, I have applied theoretical concepts to client projects,
developed professional and ethical practice skills, as well as experienced the
demanding nature of the public relations profession.
Throughout
my internship, I worked with highly recognised clients and events, namely the
Department of Commerce, the Liver Foundation of Western Australia and the
Omnivore World Tour. On a daily basis I put years of theory in to practice, completing media releases, facts sheets,
news articles, newsletters, social media strategies, feature articles and
everything in between. Applying these skills to such vast and influential clients
has given me a sense of pride and accomplishment, and has assured me that my
degree is relevant; equipping me with the foundations I need to succeed.
Whilst
at 32dsg, I was not exposed to any ethical
dilemmas; however I grasped the importance of ethical practices within the
workplace. A particular example involves 32dsg client, the Liver Foundation of
WA, and their new Remote Outreach Program which is targeted particularly at
Aboriginal men in rural WA. As this program affects individuals suffering from
illness and addiction, care had to be taken in terms of how the program was
run, which professionals participated in the program, and how communication would
take place. This experience subjected me to the sensitivity required for
particular areas of public relations, a concept I had not yet thoroughly
considered. When confronted with similar clients in the future, it is essential
that I maximise my understanding of the target public, including cultural
differences, health and privacy concerns and how these influence methods of communication.
In
relation to professional practice, I
was surprised to see the lack of importance placed on punctuality in reality (however
this may be a result of the small nature of 32dsg). With such emphasis placed on
promptness at university, I was shocked to see fellow employees traipsing in to
the office at 10am. I was also amazed at the level of professional communication which took place over the phone. In
today’s technological society, I had assumed communication took place primarily
through online channels such as email and social media. I have since realised
that the importance of personal contact remains paramount, and it is unlikely online
forums will ever completely replace direct communication through traditional
channels.
Furthermore,
as 32dsg is a relatively small communications agency, I have discovered the
importance of diversifying my skills across
various roles. This awareness came as employees at 32dsg perform over a range
of areas including event management, marketing, public relations and
sponsorship. As a result, I now know that as a public relations practitioner I
will not be confined by a specific job description – instead, it is likely that
I will perform a range of functions that require me to be dynamic and flexible.
Reflecting
on what I enjoyed most is difficult
as this experience has equipped me with the skills, wisdom and confidence that
I need to excel. I have begun formulating a number of contacts within the
profession who have already shared more advice than I hoped for. I now have a strong
perception of the public relations profession and where I wish to work, as well
as a clear path for my future, including completing my Honours to ensure I am
distinguished from fellow graduates. I am happy to say that there is nothing I
did not like about my internship; however I would have enjoyed more experience out
of the office, for instance at events or press calls.
Concluding
my final blog with you, I am excited to announce that 32dsg has offered me a
freelance consultancy position that will commence immediately. I am beyond
excited and grateful for what this unit unveiled and I wish everyone luck who is
still completing their placement. My advice to you, enjoy every moment while it
lasts.
