Public relations is all about the brand. We work with one of the top agencies in the Pacific. Past students have helped put together “gift” baskets filled with the sponsor’s products and delivered them to radio and television stations to get airplay for their clients. They have completed brand research— looking at how a client’s competition presents itself to the marketplace and looking for ways to find a competitive edge. When the agency meets with a prospective client, our students sit in on the meetings and learn about expectations. Using platforms like Facebook, Twitter, and Instagram, they place ads for the client in key locations that will appeal to their target audience.
The main role of a PR agency is to promote a company or individual’s editorial coverage. This is referred to as "earned" or "free" media -- stories that on websites, newspapers, magazines and TV programs -- as compared to "paid media" or advertisements.
The intern is there to help clients seem successful, honest, important, exciting or relevant as possible.
Marketing the agency itself to attract new clients is an important part of the internship. Interns use the latest technology to focus in on potential businesses in need of representation. They may call companies and go door-to-door to leave flyers. Students do whatever it takes to continue the flow of new clients.
The agency we use is in the heart of the city amidst the hustle and bustle. The location gives it street cred among neighboring businesses who use their services.
The Public Relations Society of America defines the management of public relations as:
"Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.
Counseling management at all levels in the organization about policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.
Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.
Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above."