What’s a promising public relations intern’s secret?
Having worked in the PR industry since 2005, I’ve encountered the occasional public relations intern who I instantly knew would go on to become a PR superstar one day.
Nowadays, I believe I can tell whether or not a public relations intern will become a force to be reckoned with in this business.
Here we go:
The Public Relations Intern: The PR Superstar
How do you recognise a public relations intern with PR superstar potential?
After many years of recruiting talent, I’ve learnt to spot the one tell-tale sign of the public relations interns who will become a force to be reckoned with in the PR industry:
The PR superstar secret = instead of asking how exactly a specific task should be done, a public relations intern with PR superstar potential rarely asks for detailed instructions simply because their heads are full of novel ideas and solutions to try.
Perhaps this sounds counter-intuitive? Shouldn’t a public relations intern be stunningly good at doing precisely what they’re told — and nothing else?
Well, yes. But PR superstars who started as public relations interns often weren’t the best interns around. A public relations intern who prefers every solution to be their own can even be a liability — short-term.
Here’s why:
Insecure PR managers might get nervous when a public relations intern proposes novel or unconventional solutions to well-known problems.
Resourcefulness and inventiveness can come off as arrogant and naïve. When their solutions do work better, they might still be resisted.
Bravery and youthful curiosity can often be mistaken for unwarranted confidence. It might be interpreted as disrespect for authority and experience.
The future PR superstar will often fail because they prefer doing things their way. But frequent failure leads to faster growth — and a public relations intern with progressive ideas and novel inspirations will keep trying where others would have given up a long time ago.
In short: They learn faster by thinking for themselves — and constant trial-by-error. The public relations intern with future PR superstar qualities isn’t the easiest to manage, but they also never stop trying.
Career Advice for Public Relations Interns
As a public relations intern, ask yourself: Are you waiting for someone to tell you how to succeed? Don’t. Instead, make sure that you are that person to yourself.
Arthur Schopenhauer
“Talent hits a target no one else can hit. Genius hits a target no one else can see.”
I’ve compiled a list of advice to maximise your public relations internship and set yourself up for success. These tips will serve you well toward becoming a PR superstar:
Always carry a Moleskine everywhere. A trusty notebook like a Moleskine is essential for jotting down ideas, insights, and important information on the go, ensuring you never miss a valuable thought or opportunity for inspiration. Also, if a client or colleague tells you something, please be sure to show them respect by noting what they say.
Be a strong (and fast!) writer (of everything). Effective communication is at the heart of PR, making strong writing skills indispensable. Practice writing press releases, pitches, blog posts, and other PR materials with clarity, conciseness, and creativity. Pay attention to grammar, punctuation, and style, and strive to tailor your writing to different audiences and platforms. 1Silfwer, J. (2011, February 11). Advice for Public Relations Entry-Level Jobs. Doctor Spin | The PR Blog. https://doctorspin.net/public-relations-entry-level-jobs/
Believe in your ability to come up with better ideas and solutions. Trust your creativity and problem-solving skills to innovate and think outside the box, always striving to offer fresh perspectives and solutions that drive results and exceed expectations. When faced with obstacles or constraints, think creatively and explore alternative solutions. Whether finding a last-minute venue for a press conference or adapting to changing client demands, your ability to think on your feet will set you apart as a valuable asset to your team. 2Silfwer, J. (2013, April 27). The Public Relations Intern — A Future PR Superstar? Doctor Spin | The PR Blog. https://doctorspin.net/public-relations-intern/
You can always strive to be more proactive. Take initiative and seek ways to contribute beyond your assigned tasks and responsibilities. Volunteer for new projects, offer to assist your colleagues and look for opportunities to add value to your team. By demonstrating initiative and a willingness to go above and beyond, you’ll position yourself as a proactive and indispensable member of the PR team.
The Devil’s in the details. In public relations, attention to detail can make all the difference between success and failure. Whether you’re proofreading a press release or scheduling media interviews, accuracy and precision are paramount. Cultivate triple-checking your work and maintaining meticulous records to ensure nothing slips through the cracks.
Memorise a personal elevator pitch. Be prepared to introduce yourself in various professional settings. Your elevator pitch should give the listeners your name, title, background, how you contribute, and something that will make you memorable. As a public relations intern, no one expects your life story, so keep it short and snappy.
Don’t let fear of failure stop you from trying again and again. Public relations can be fast-paced and demanding, requiring resilience and adaptability to navigate highs and lows. Embrace setbacks and challenges as opportunities for growth, and maintain a positive attitude even in adversity. By staying resilient, you’ll weather the inevitable storms of PR with grace and resilience.
Always make sure to understand how money is being made. How exactly is the agency making money? How exactly are the agency’s clients making their money? How can the agency make money from having you onboard? Understanding how money is being made at all times is never a wasted effort.
Bring a story to work each day. There will be small talk around coffee machines daily. Don’t be boring; make it a habit to bring a fresh and funny story from your life to work each day.
By embracing this advice, you’ll set yourself up for success and maximise your public relations internship experience.
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at Spin Factory and KIX Communication Index. Before that, he worked at Whispr Group NYC, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
The Cover Photo
The cover photo isn't related to public relations obviously; it's just a photo of mine. Think of it as a 'decorative diversion', a subtle reminder that it's good to have hobbies outside work.
The cover photo has
Tractor keeping a winter road clear.
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