What is a PR or Publicity Intership?

What is a PR Intern?

A PR Internship provides a unique opportunity to gain hands-on experience in the public relations industry, particularly in fields such as entertainment, music, fashion, or corporate communications. As a PR Intern, you will support the PR team in executing media campaigns, managing communications, and learning about the strategic aspects of public relations. This role is ideal for individuals aspiring to become publicists, communications specialists, or marketing professionals.

Some of the key responsibilities of a PR Intern may include:

Researching background information for upcoming media campaigns and client projects.
Drafting and sending press releases, media pitches, and other communication materials to journalists and media outlets.
Building and maintaining media contact lists and databases.
Assisting in the planning and execution of events, such as press conferences, media tours, and promotional events.
Monitoring and clipping media coverage for clients and compiling press reports.
Supporting social media campaigns by creating content, scheduling posts, and engaging with followers.
Assisting with administrative tasks, such as managing emails, scheduling meetings, and organizing files.
Researching and identifying potential media opportunities and industry trends.
Participating in team meetings and brainstorming sessions to contribute ideas for PR strategies.
Helping with the creation of client reports and presentations to showcase campaign results.

Training Opportunities/What You Will Learn

A PR Internship provides extensive training opportunities, offering interns the chance to learn and develop key skills that are essential in the public relations industry. Some of the key things you will learn during the internship include:

How to write and distribute effective press releases and media pitches that capture media interest.
Best practices for building and maintaining relationships with journalists, bloggers, and influencers.
How to manage media contact databases and track media coverage effectively.
The intricacies of planning and executing successful media events and press campaigns.
Techniques for monitoring social media and engaging with audiences to enhance brand visibility.
Administrative skills specific to the PR industry, including email management, scheduling, and report generation.
Research methods for identifying media opportunities and staying informed about industry trends.
On-the-job training in client communication and presenting campaign results to stakeholders.
Practical experience in creating and managing content for social media platforms.
How to assist in the preparation of client reports and presentations for review and strategy sessions.

Paid vs Unpaid Internships

PR Internships can be either paid or unpaid, depending on the agency and the nature of the internship. Many internships are unpaid and offer college credit in exchange for the experience and educational opportunities provided. Unpaid internships often require a commitment of a specific number of hours per week and may offer additional benefits such as mentorship, networking opportunities, and potential for future employment.

When internships are paid, the compensation can vary. Based on the job postings provided:

Paid internships typically range from $17.00 to $20.00 per hour, particularly in larger cities like Los Angeles and New York.

Whether paid or unpaid, internships provide valuable experience and can serve as a stepping stone to a career in public relations.

Required Skills

To excel as a PR Intern, certain skills and qualifications are essential. These include:

Strong Writing Skills: The ability to craft compelling press releases, pitches, and social media content.
Attention to Detail: Precision in managing media lists, tracking coverage, and ensuring accuracy in communications.
Excellent Communication Skills: Both written and verbal communication skills are vital for interacting with media, clients, and internal teams.
Technological Proficiency: Familiarity with tools such as Microsoft Office, Google Suite, and PR software like Cision or Muck Rack.
Time Management: The ability to prioritize tasks and meet deadlines in a fast-paced environment.
Research Skills: The ability to identify media opportunities and stay informed about industry trends.
Professional Attitude: Maintaining confidentiality, demonstrating reliability, and exhibiting a strong work ethic are essential for success.
Creativity: The ability to generate fresh ideas for media pitches, social media campaigns, and event planning.
Team Player: The ability to work collaboratively with others and support the team to achieve shared goals.
Adaptability: The ability to adjust to changing priorities and last-minute requests.

How Do I Become a PR Intern?

To become a PR Intern, you typically need a combination of education, industry knowledge, and a genuine interest in public relations. This role offers a stepping stone for those looking to build a career in PR, communications, marketing, or other related fields.

Here are the steps you can take to pursue this career:

Enroll in a Relevant Degree Program: While a specific degree isn't always required, many interns are enrolled in fields such as communications, marketing, journalism, or public relations. Internships often provide college credit, making enrollment in an accredited program advantageous.
Gain Industry Experience: Internships are an excellent way to gain experience in public relations. Look for opportunities that offer hands-on learning and exposure to the various aspects of PR.
Develop Relevant Skills: Strengthen your writing, communication, and organizational skills to succeed in a fast-paced environment.
Network: Building connections within the PR industry is essential. Attend industry events, join professional organizations, and connect with industry professionals to expand your network.
Apply for Internship Positions: Tailor your resume and cover letter to highlight your relevant experience, skills, and passion for the industry. Be sure to follow application instructions carefully, including any requests for cover letters or additional materials.
Continue Learning and Growing: The public relations industry is constantly evolving. Stay informed about industry trends, continue developing your skills, and be open to taking on new challenges.

But I Don’t Want to Be a Publicist

It's important to note that many people who participate in a PR Internship do not ultimately become publicists. Instead, they gain invaluable experience, explore their true passions within the industry, and acquire a solid foundation in communications management. This experience can lead to various opportunities across the communications industry, such as corporate communications, marketing, event planning, or other roles. The skills and connections gained during this time can open doors to numerous career paths, making it a rewarding experience even for those not aiming to become publicists.

Why This Role Matters

A PR Internship is a highly valued experience in the communications industry, offering a phenomenal learning opportunity and a great way to build your network quickly. It’s an ideal position for those who are passionate about public relations and looking to advance their careers in PR or other related fields.