by Beth Stallman
According to the usual internship guidelines, I was fully prepared for my first day as the new work experience girl at Ptarmigan Bell Pottinger. I could file papers virtually at the speed of light, I was a whiz-kid on the photocopier and I could make a mean cup of tea, or coffee, according to a range of preferences. ‘Rich roast with a splash of milk and half a teaspoon of sugar you say? Coming right up!’
So you can imagine my surprise when I walked into the (very cool loft-space) office that first morning and after being shown to my desk – which, for the record, was not in the gloomiest corner of the office (the MD has that spot!), as tends to be the favoured abode to seat a lowly intern –I was asked to write a press release for the agency. A press release? I thought I’d have to make at least a month’s worth of tea before I was allowed to write one of those!
But in the short time I have been at Ptarmigan I have already produced a photocall notice, helped evaluate a press campaign, gotten to grips with industry related computer software such as Mediadisk and Lexisnexis, explored social networking sites to map audiences for a current campaign – there is definitely no Facebook ban in this office as online social media is now an important part of PR! – and of course, written a press release.
For any wannabe interns out there I have compiled a short list of things I have learnt so far for getting the most out of a PR work experience placement:
1. Keep your ears open – Listen to what people in the office are saying, whether they are discussing a current campaign, new campaign strategies or are on the phone to journalists or clients. Listen to the way they handle different people and situations and the way they adapt accordingly. You will be sure to pick something up or will at least familiarise yourself with some PR-jargon.
2. Have a go – This is not an industry for those who need their hand holding through tasks. If you are asked to do a piece of work, have a go and then ask for feedback afterwards.
3. Ask questions – You are in the company of PR practitioners; take an active interest in what is going on.
4. Keep on top of media issues – “Did you hear about that…” is the start of oh-so-many conversations. You don’t want to be the only one who looks vacant when a current topic is brought up. If you know what’s going on you can form an opinion and actually play a part in the conversation rather than having to make do with the odd nod here and there.
But if you’ll excuse me now, the chat time is over…I’ve got to get back to some real work!
