While public relations internships allow students to grow and prove themselves to potential employers, they also provide an opportunity for employers themselves. Organizations can show students what they have to offer, in hopes of gaining outstanding team members and letting the “good word” trickle down through the student population. Not to mention the tremendous task support interns can provide. Essentially, this experience should not be undervalued by either side.
At Kidd Public Relations, we are currently gearing up for fall 2008 newbies (term used affectionately). As we welcome students looking to boost their PR experience, I am reminded of what it was like in their shoes - like the first few times I meekly asked my supervisor a question, uncertain that it should even be asked.
I can empathize from experience on both sides of the desk, so here are a few tips for employers and interns to consider:
For Employers:
Basic entrance and exit surveys are simple tools with significant value. They not only show you care how well things go, but they can honestly yield some helpful feedback. One comment on a recent exit survey was to, “have more projects on which interns can collaborate and get to know each other.” Great idea! More heads together and more bodies to make it happen! Thanks to this comment, our fall ‘08ers will benefit.
Next, holding interns accountable can keep you from finding them trimming their toenails or surfing Facebook (unless it is legitimately for a client). Ask for weekly status reports in one form or another, and have them use time sheets.
There are certainly times when interns are underutilized. Sometimes supervisors cannot devote the attention, or an intern is too timid to speak up and show what they are capable of achieving. To avoid this, try to give interns a larger, ongoing project amid other tasks. Being labeled “project manager” for an appropriate assignment can help them take pride in the outcome.
Assignments often depend on the intern’s skills or course lessons, but you can be sure that any PR intern wants an opportunity to build his or her portfolio. While research is a critical component, also give opportunities to create tangible examples.
In a PR agency atmosphere, expose interns to other divisions whenever possible. Working with designers or taking part in branding sessions can ultimately be part of the program for some PR pros, so allowing mentees to even just witness this is still beneficial.
For Interns:
Do not feel you are being snubbed if your boss is distant at times. They are likely just swamped! I admit I did not quite understand this at first as an intern, but now… Sometimes you just have those days when you cannot proof read something or give the desperately needed answer an intern needs to move a project forward. If you are in a “swamped superior” situation, and really anytime professionally, keep it simple by condensing a few questions in one e-mail rather than sending five separate ones.
Do not turn down assignments. If your boss asks what type of projects you would like to experience, they will likely try to make that happen, but be willing and ready to support in whatever capacity you are needed.
Next, it is not always about getting it done fast. It is about getting it done right. Take pride in your work – the little details make a difference. Remember, the less your boss has to edit, whether a page margin or font discrepancy, the better.
As my own boss would say, “Some work hard to complete a task so they can waste time afterward, while others work hard to complete a task in order to get to the next assignment.” You want to be the latter.
Learn from your surroundings. Watch how situations are handled and meetings are conducted. Pick up on how professional e-mails are written, for example. Hint: “Top of the morning! Hope you are having a fantastic day…” is not necessary.
After it is all over, stay in touch. If you make the effort, an internship can result in a lasting connection with your former employer and letters of recommendation to help land that first big job. If your supervisor is inspiring to you, let them know. They will likely be glad to provide guidance and be eager to follow your career (pending you did not blow it).
Extreme Internships: The PR Apprentice
If you want to take the internship experience to the next level, an internship “competition” is one way to do it. Kidd PR made that happen in spring 2008 with the inaugural year of the The PR Apprentice. The program involved selecting six seriously ambitious interns to participate in weekly challenges, boardroom meetings and ongoing public relations assignments for a non-profit client. Ultimately, only one was named “The PR Apprentice,” winning a part-time job among other prizes.
Although it was a competition, each person “fired” was essentially reassigned to a new project. It was an intense semester for these six, and our team respected each of them for being up to the challenge. Their supporters and peers enjoyed watching weekly online confessionals, which unveiled each student’s personality and sense of humor. They will all undoubtedly go on to successful careers in the communication field, and we will be here to support them. Kidd PR is looking forward to implementing this again next summer, and as you can imagine, surprises will be in store.
What tips, stories or generally inspiring words of wisdom do you have for students or employers regarding the intern experience?
Making the Most of the PR Intern Experience 
