2. This session will cover
• Introduction to PR Internship – what is it all about?
• Trouble shooting: when things go wrong
• Your internship and beyond:
– Naomi James, GoComms
– Clare Hayes, Careers & Employment Centre
3. Dr Katharina Wolf
e: k.wolf@curtin.edu.au
p: 9266 2851
l: 408:2010
Wed 1-2pm
Thu 1-3pm
Aboutyour Unit Coordinator
For generic & non urgent queries please contact the PRI
support team / Kelly Nowak via PRInternship@curtin.edu.au
4. Why do PR Internship?
• Past students often report this is the
most beneficial experience in their
course
• Can sometimes even lead directly to a
job offer
• Helps students become ready for
graduate employment
• Part of our accreditation by the Public
Relations Institute of Australia (PRIA)
5. Objectives – PR Internship
• Complete a minimum of one
month’s PR work experience (20 days)
• Understand how PR principles can be
applied in practice
• Develop personal and professional
attributes
• Prepare a portfolio and CV
• Be ready for employment in PR
6. Curtin’s Graduate Attributes
1. Apply discipline knowledge, principles and concepts;
2. Think critically, creatively and reflectively;
3. Access, evaluate and synthesise information;
4. Communicate effectively;
5. Use technologies appropriately;
6. Utilise lifelong learning skills;
7. Recognise and apply international perspectives;
8. Demonstrate cultural awareness and understanding;
and
9. Apply professional skills.
7. Finding a placement
• YOUR responsibility – and….it
takes time!
• It is good practice for applying for
future jobs
• Approach with same seriousness
as application for a permanent
job
• You are now an AMBASSADOR
for Curtin
8. Online support to get your
started early
• PRepare to Succeed in the Real World
– Four compulsory online modules + quizzes
• About PR393
• Professionalism in the workplace
• Writing & grammar
• Writing for a global audience – the Reflective Blog
– Plus optional modules (to be made available throughout the semester)
• Additional learning material in weekly folders
– Including interviews with past students
– Milestone reminders
– Additional reading & activities
– Links to report samples
9. The search - for your PR Internship or
any work experience
• Decide on the sector of PR you would ideally like to work in
e.g., consultancy, corporate, not-for-profit, government,
tourism etc.
• Make a list of possible organisations in your chosen area
• Make an initial call to identify decision-maker
• *Hint * The first phone call is essentially your first interview
• Write to that person with your CV and a copy of the
PRI unit outline or Handbook
• Persevere!
• Don’t be afraid to ask for help.
• Check Blackboard for new placement opportunities
• Find out about other students’ experience
on the Reflective Blogs
10. Approval and Confidentiality – PRI
• You must get your placement
approved BEFORE you start
+ pass the first four PRepare to Succeed
quizzes (100%)
• You are under an absolute obligation
to respect the confidentiality of your
employer’s business affairs
11. Tasks – every day is different…
• Updating media lists
• Drafting copy for media releases, brochures, newsletters
• Compiling media clippings & media kits
• Organising name badges for functions
• Conducting research
• Data entry on stakeholder groups
• Drafting speech notes
• Assisting with photo shoots
• Updating material on websites
• Document filing
• Confirming logistics for functions
- caterers, musicians, signage
• Assisting at functions
– set up, registration tables, gifts for speakers
12. Every day is different…(continued)
• Proofreading
• Editing
• Follow up calls to the media
• Media monitoring
• (assistance with) Social media messaging
• Booking venues / researching options
• Preparing presentations
• Campaign evaluation
• Compiling of media packs
• Participation in meetings and brainstorming sessions
• Going on coffee runs
• ……
13. Be A Sponge!
Absorb!
– Knowledge
– Skills
– People’s advice
– Politics
– Information
– Industry contacts
14. Unit outline, paperwork, updates
• Please read the most current Unit Outline
• Complete module 1-4 of PRepare to Succeed
• Once placement is secured, complete and
return Placement Approval form with CV.
• 10 days into internship,..
complete Update Form,
and return to Unit Coordinator /
PRInternship@curtin.edu.au
• Check Blackboard regularly – for updates,
job ads for paid and unpaid work
• Contribute continuously to
the Reflective Blog
15. Assessment
No. Assessment Activity Percentage %
1 Employer appraisal
(submitted directly to Unit Coordinator by the
employer)
20%
2 Final report 70%
3 Reflective Blog 10%
Total 100%
17. Memberships - networking, work exp
opportunities, mentors
• On campus
– PR Student Chapter (PRSC).
• In the PR industry
– Public Relations Institute of Australia (PRIA),
“PRelationships”
– PRIA Young Guns
• Emerging Marketers (AMI)
• Consider volunteering for a cause or
interest i.e. Girl Guides, Cancer Council,
church groups, sport clubs
18. The Opportunities are Endless…..
• Corporate Communications -
Curtin University
• 96fm/6PR Southern Cross Radio
• City of Joondalup
• Breastcancer Foundation
• ANZ
• Perth Glory
• Vodafone
• WA Police
• Starlight Foundation
• Rio Tinto
• Fremantle Football Club
• Public Transport Authority
• Rowlands
• Hyatt Regency
• Rosendorf
• Perth Zoo
• Weber Shandwick
• Samaritans
• Leukaemia Foundation
• WACA
• The Hub Marketing
Communication
• Devahasdin Communications
• Alzheimer’s WA
• Sunset Events
• CBH
• Apple
• H-Line Ogilvy (Beijing)
• Telethon Speech and Hearing
Centre
• Kings Park
• Tourism WA
• Freemantle Dockers
• Chevron
• Gloss Media
• PPR
• Art Gallery of WA
• Boddington Old School
• Netball WA
• …..
19. Key dates & deadlines
• PRepare to Succeed module 1-4 – now!
• Placement Approval Form – asap (at
least 10 days BEFORE commencement).
Approval deadline: 27th March! (Census Date)
• Reflective Blog - ongoing
• Intern Appraisal Form - WS 25th May
(your responsibility!)
• Final Report - WS 1st June
20. Final report format – PR Internship
• Assume the reader knows nothing about your
organisation. Include a brief history/background
of the organisation. Ensure your content is
relevant - each section should be clear in
meaning and purpose to the reader.
• General guidelines include:
– Business report format
– Supporting literature properly referenced.
– High standards of presentation and written
English
– Organisation background
– Industry background (characteristics, key
competitors, environment, current issues,
positioning)
21. Report format contd.
– Place of PR, including an organisation chart
– Detailed analysis of PR function. How is PR
currently contributing to the organisation’s
mission?
– Summary of work you carried out. Keep a
detailed daily journal or log. This can be in
first-person style.
– Recommendations. How could PR better
contribute to the organisation’s mission &
vision?
22. Essential appendices – PR Internship
• Samples of your work, each clearly
labelled. Direct your reader to EACH item
in your appendix.
• A new CV, including your PR internship
Recommended length of report:
– Minimum of 4,000 words plus appendices
23. Reflective Blog
• 10% of your overall PR Internship mark
Minimum of
– Four original posts, reflecting on your
experience, new insights and possible
challenges encountered
– Four responses to other students’ posts
• Allows you to reflect on your experiences, share insights with
other students across campuses and provides an opportunity
to provide advice and support to fellow students
• Provides a first hand insight into the use of new/ social media
in public relations
24. Reflective Blog: Objectives
• Demonstrate an ability to reflect on issues of
professional practice, including communication,
professionalism and ethical practice
• Demonstrate an ability to reflect on theory learned
at university and evaluate how this is implemented
in the working environment
• Reflect on new insights gained and highlight where
experiences may alter your understanding of
public relations practice; and
• Reflect on learning experiences and highlight how
these may alter future approaches.
25. Reflective Blog | Student feedback:
“I found the blog fantastic! I learnt so much from what others had
posted that it was incredible - even i was surprised! Not only was
the blog a good tool for learning about others experiences but
because blogging is such a popular form of communication in
today's society i found it great to practice my actually blogging
skills as well. Much more relevant than text book exercises!
Overall i think that students can really benefit from this and i hope
the blog stays a part of [this unit]”
“Initially i thought it would be a real hassle having to upload into the
blog. However, I found it a really useful tool that i found myself
contributing to often and i looked forward to reading the
experiences of others. I have learnt a lot just from the blog alone.
It's really nice reading about similar experiences and situations
that we are all going through together! It makes the real world look
lots less scary”
“This blog has been more beneficial than I ever expected, I find
myself reading the long list of blogs and becoming so interested in
my fellow students experiences and comparing this to my own”
26. Need more help?
• Every PR Internship report is different.
However, you are welcome to view a few
samples in Katharina’s office.
• Check out the Reflective Blogs:
http://printernship-reflections.blogspot.com.au/ &
http://printernship-reflections2.blogspot.com.au/
27. Current Vacancies
Check Blackboard regularly!
• Check Katharina’s notice board outside 408.2010
• Sign up with PR Student Chapter and receive emails
about work experience opportunities
• Add yourself to the PRIA Young Guns mailing list by
emailing wa@pria.com.au
28. The Top Ten Tips for PR Success
1. Read the unit’s paperwork thoroughly
& carefully work though the PRepare to
Succeed modules
2. Talk to fellow PR students and network
with graduates and the PR industry
3. Rehearse your phone call script
4. Read the newspaper employment
section – what’s on offer, what skills
are needed?
5. Give yourself ample time to draft your
report, show your organisation
supervisor, edit, perfect it.
29. Top Ten Tips (continued).
6. Proof-read everything you write
7. Be courteous to your organisation – a
thank- you card, chocolates, cake or
wine…..
8. Think like a PR professional!
9. Act like a PR professional!
10. BE a PR professional!
30. But what if
I am not ready yet?!
PRIA/ Young Guns
Oyster
31. Keep an eye on Blackboard
Check your student emails and the PR Internship
Blackboard section regularly for updates
• Placement opportunities
• Job opportunities
• Tips and tricks
• Events, seminars & workshops
• Useful links
• And much much more!
32. Any questions, worries, concerns?
Your unit coordinator is there to
help!
Katharina Wolf
e: k.wolf@curtin.edu.au
p: 9266 2851
Consultation
Wed 1-2pm
Thu 1-3pm
Other times by appointment only
For 24/7 answers to the most common questions, visit the PR
Internship Wiki: http://printernship.wikispaces.com/
Contact the PRI support team for approvals, follow ups, queries, etc:
PRInternship@curtin.edu.au
