Navigating Public Relations Summer Internships: A Comprehensive Guide
Introduction
A summer internship in public relations (PR) offers invaluable real-world experience for students and recent graduates looking to break into the field. These internships provide opportunities to apply classroom knowledge, develop professional skills, and build a network of contacts. This article explores the requirements, opportunities, and benefits of PR summer internships, drawing on insights from various programs and organizations.
The Value of Public Relations Internships
Public relations internships offer a thorough introduction to the mission and expectations of the field. They provide real-world experience and career development for those looking to excel in their field(s) of interest. Interns gain hands-on experience and develop essential skills, making them more competitive in the job market.
Hands-on Experience
Internships provide practical experience that complements academic learning. For example, at Maryland Public Television (MPT), content interns gain an inside look at the editorial and creative side of television production. They assist producers on local programs in all stages of production, conduct story research, assist during field and studio shoots, help generate social media content, and log and transcribe footage. Many interns also have the opportunity to write and edit a short-form video of their own for either digital or broadcast, under the guidance of a producer.
Similarly, at the Ohio State Fair, interns are encouraged to step outside of their comfort zones and tackle new challenges head-on. They work on meaningful projects that contribute to the overall success of the fair, such as writing press releases and coordinating media days with local television outlets.
Skill Development
Internships help students develop and refine essential skills for a career in public relations. These skills include:
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- Writing and Editing: Interns often assist with writing press releases, blog posts, social media content, and other communication materials.
- Media Relations: Interns may perform media monitoring, support fulfillment of media requests, and create and/or maintain contact databases.
- Event Planning: Interns may assist with all aspects of event planning, including creative concept, logistics, vendor selection & management, staffing, and execution.
- Research: Interns conduct project-related research to support communication efforts.
- Communication: Interns develop strong communication skills through interaction with internal and external audiences.
- Social Media Management: Interns help generate social media content and manage social media accounts.
Networking Opportunities
Internships provide opportunities to meet people in the communication field, attend meetings, and begin to build a network of contacts for future employment. These connections can be invaluable when seeking full-time employment after graduation.
Internship Requirements
The requirements for public relations summer internships vary depending on the organization and the specific role. However, some common requirements include:
- Educational Background: Most internships require that applicants be currently enrolled or recently graduated from an accredited college or university degree program. Some internships may be open to high school students as well.
- Academic Standing: Students must be in good academic standing to be eligible for an internship.
- Course Prerequisites: Some internships may require specific courses to be completed before applying. For example, public relations majors may need to complete a course in public relations principles before attempting an internship.
- Minimum Hours: Interns must be able to commit to a minimum number of hours per week. For example, MPT requires students to commit to a minimum of 16 hours per week (with the exception of high school students). Summer internships may require more hours per week than fall or spring internships.
- Transportation: Students must have reliable transportation to get to and from the internship site.
- Application Materials: Applicants typically need to submit a resume, cover letter, and writing samples as part of their application.
- Learning Contract: Some internships require students to complete a learning contract outlining the goals and objectives of the internship.
Specific Examples
- Maryland Public Television (MPT): MPT offers internships to high school juniors, seniors, college/university, graduate school, trade school students, and recent graduates up to six months. Students must be able to commit to a minimum of 16 hours per week (with the exception of high school students) and have reliable transportation.
- Ohio State Fair: The Ohio State Fair internship program seeks self-motivated individuals with the drive to follow through. Dates of employment are typically from mid-May through mid-August, and interns work at least a 14-hour shift daily during the Fair.
- Boston University: To be eligible for a Boston University internship, participating organizations (sponsors) must provide an overview of the goals and objectives for each internship project as well as a detailed description of the intern’s duties and responsibilities. COM graduate students wishing to enroll in CM 809 must have completed at least one semester before beginning their internship, and Public Relations graduate students must have completed CM 701.
Finding Internship Opportunities
There are many resources available to help students find public relations summer internships. These include:
- University Career Services: University career services offices often maintain lists of internship opportunities and can provide guidance on resume writing, interviewing, and networking.
- Online Job Boards: Websites like Indeed, LinkedIn, and Glassdoor list internship opportunities in public relations and related fields.
- Professional Organizations: Organizations like the Public Relations Society of America (PRSA) and the National School Public Relations Association (NSPRA) offer internship listings and other resources for students.
- Company Websites: Many companies and organizations post internship opportunities on their websites.
- Networking: Talking to professors, alumni, and other professionals in the field can help students learn about internship opportunities.
Specific Examples
- CMCN 490(G) at an Unspecified University: The instructor for CMCN 490G maintains a list of sites that have employed students in the past. Job descriptions and past intern reports and assessments are available in the Department Office.
- Maryland Corps/Service Year Option: Maryland Public Television is officially a Host Site Partner for the Maryland Corps/Service Year Option, which is an opportunity for individuals to find meaningful service roles in various sectors across the state.
- NextGen Leaders for Public Service: Maryland Public Television is officially partnered with the Schaefer Center for Public Policy in support of their NextGen Leaders for Public Service opportunity, which is a program offered to currently enrolled University of Baltimore students from all majors that are seeking a paid internship in public service.
Internship Structure and Responsibilities
The structure and responsibilities of a public relations summer internship vary depending on the organization and the specific role. However, some common tasks and responsibilities include:
- Writing and Editing: Writing press releases, blog posts, social media content, and other communication materials.
- Media Relations: Monitoring media coverage, pitching stories to reporters, and maintaining media lists.
- Event Planning: Assisting with the planning and execution of events, such as press conferences, product launches, and fundraising galas.
- Research: Conducting research on industry trends, target audiences, and competitors.
- Social Media Management: Creating and scheduling social media posts, monitoring social media channels, and engaging with followers.
- Administrative Tasks: Performing administrative tasks, such as answering phones, filing documents, and managing databases.
Specific Examples
- MPT Public Relations/Communications Interns: PR/Communications interns assist with project-related research, writing, and editing of communication products for both internal and external audiences. They also perform media monitoring, support fulfillment of media requests, create and/or maintain contact databases, and execute other related tasks as part of the network’s Communications Department.
- Ohio State Fair PR and Marketing Interns: These interns write press releases and coordinate media days with local television outlets.
Academic Credit for Internships
Many universities offer academic credit for internships. To receive credit, students typically need to:
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- Enroll in an Internship Course: Students must enroll in a designated internship course, such as CMCN 490(G) or CM 471.
- Complete Required Assignments: Students must complete required assignments, such as weekly reports, mid-semester reports, final reports, and a formal resume and job search.
- Meet with the Internship Faculty Member: Students must meet regularly with the internship faculty member to discuss their progress and challenges.
- Receive a Positive Evaluation from the Internship Supervisor: The internship supervisor must complete a performance evaluation form and return it to the university.
- Submit an Internship Report: Students must write and submit an internship report before a grade can be awarded.
Specific Examples
- Boston University: Undergraduate students who secure internships for the summer can choose to enroll in CO575 by itself, or CM471 and CO575. Public Relations master’s students must complete either CM 809 OR CM 580 PRLab (adding up to at least four units).
- CMCN 490(G) at an Unspecified University: Students must complete a learning contract, turn in weekly informal reports, meet weekly with the CMCN 490 class, turn in mid-semester and final reports, prepare a formal resume and job search, and complete other readings and assignments.
Paid vs. Unpaid Internships
Public relations internships can be either paid or unpaid. Paid internships are more competitive, but they offer students the opportunity to earn money while gaining valuable experience. Unpaid internships can still provide valuable experience and networking opportunities, but students may need to find other sources of income to support themselves during the internship.
Factors to Consider
- Financial Need: Students who need to earn money during the summer may need to prioritize paid internships.
- Experience: Students with limited experience may need to consider unpaid internships to gain a foothold in the field.
- Academic Credit: If students are receiving academic credit for the internship, they may be more willing to accept an unpaid position.
- Employer Reputation: Some employers are known for providing high-quality internship experiences, regardless of whether they are paid or unpaid.
Specific Examples
- Maryland Public Television (MPT): MPT offers paid and unpaid internships. High school students are not considered for the paid internship. An unpaid intern that is not for academic credit is deemed a volunteer.
- Maryland Corps/Service Year Option: This program provides job training, an on-site mentor, and resources to be successful, all while earning at least $15 an hour in the role.
Maximizing the Internship Experience
To make the most of a public relations summer internship, students should:
- Set Clear Goals: Before starting the internship, students should set clear goals for what they want to achieve.
- Be Proactive: Students should take initiative and seek out opportunities to learn and contribute.
- Ask Questions: Students should not be afraid to ask questions and seek guidance from their supervisor and colleagues.
- Network: Students should make an effort to network with people in the field and build relationships.
- Seek Feedback: Students should ask for regular feedback from their supervisor and use it to improve their performance.
- Document Accomplishments: Students should keep track of their accomplishments during the internship and use them to build their resume and portfolio.
- Maintain Professionalism: Students should maintain a professional demeanor at all times and adhere to the company's dress code and ethical guidelines.
Specific Advice
- Initiative and Independence: Internship supervisors value your initiative and independence even more than your specific job skills. Offer to undertake new tasks once you’ve completed assigned tasks. Make yourself invaluable to your employer.
- Professionalism: Dress as other professionals at your internship site dress. You are an ambassador of the Department and the University. Your professional comportment will not only reflect well on you, it will encourage your internship supervisor to hire future communication students.
- Learning and Growth: You should be given professional assignments and not clerical or maintenance duties. (Occasional clerical work is OK, but in general you should be given tasks commensurate with your nearly complete university training.) You should meet lots of people in the communication field. You should attend meetings and begin to build a network of contacts for future employment. You should receive clear instructions about tasks to be accomplished. You should get story bylines, clippings, photo credits or videography credits that you can show to prospective employers. You should be able to get letters of recommendation from your site supervisor.
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