What a PR Degree Can’t Buy

“Baptism by fire.”  This was the term used to describe the internship program at Buchanan Public Relations on my first day at the agency.  I didn’t understand it then, but I definitely do now.

When I chose Public Relations as a major during my first semester in college, I didn’t know exactly what it was.  Upon graduating in May, I thought I knew what it was.  I was completely wrong. Granted, I understood the basic skills of the profession, such as how to write a news release, how to use proper grammar and AP Style and how to conduct proper research.  But to be completely honest, I don’t think I truly appreciated what PR was until I was fully immersed in it.

There are several aspects of PR that I didn’t learn as a student and that I believe can only be acquired through the hands-on experience that an internship provides.  The three most important lessons I have learned as an intern at Buchanan PR are:

1. Research is crucial.  Whether creating a media list or writing a pitch, it’s important to know both the audience you’re aiming to reach and the industry or subject you’re pitching.  This isn’t always easy, and it almost always requires a bit of digging to understand the topic well enough to communicate it to your clients’ targets – whether they be the media, stakeholders, consumers or customers.

2. Tailor every pitch.  Not all reporters and outlets are the same – and when pitching, it’s important to understand what might pique their interest.  Sending a pitch blindly to any reporter without looking into what he or she  covers may warrant a nasty response or worse, none at all.

3. Ask questions.  Even if it’s a minor detail you aren’t sure about, it doesn’t hurt to ask.  In fact, it shows initiative, curiosity and could lead to an explanation that answers a broader question.

The past four months have flown by, and I am eternally grateful for the experiences I’ve gained at Buchanan PR.  With each task, I built upon a new skill set and learned best practices that I will continue to develop and apply throughout my career.  I’m just getting started.