The week before my internship at B2 Communications started, I was nervous.
I repeatedly refreshed my email to make sure I had not missed an important message. I wondered what I should already know, what my first assignments would be and whether I was prepared to work at a public relations agency.
Those nerves were understandable, but I quickly learned that no one expected me to have everything figured out on my first day.
An agency internship is designed to help you apply what you have learned in the classroom, gain exposure to different aspects of the industry and become more confident in your abilities. While I am still learning, several lessons have already helped me make the most of my experience.
While I am still learning, these PR agency internship tips have already helped me make the most of my experience.
Be prepared to learn new industries
B2B PR is different from consumer PR. Instead of communicating with a general audience, you are often writing for business leaders, decision-makers and reporters who understand the industry.
That means the work can be technical and research-heavy. As an intern, you may be introduced to industries you have never studied before.
A few ways to get up to speed include:
- Reviewing the client’s website and previous materials
- Reading recent news coverage about the client and its industry
- Learning commonly used terms and internal shorthand
- Asking your team for helpful background
You do not need to become an expert overnight. The goal is to learn enough to communicate clearly, accurately and credibly.
Expect a variety of assignments
One of the best parts of working at an agency is that no two days look exactly the same.
In a single week, I might:
- Monitor media coverage
- Help prepare an end-of-day update
- Draft social media content
- Research reporters or media opportunities
- Contribute to a newsletter or other client content
Moving between clients and assignments can feel overwhelming at first. Staying organized, tracking deadlines and confirming priorities have helped me manage the variety.
Ask questions
I initially worried that asking questions would make it seem like I did not know what I was doing. I soon learned that thoughtful questions show that you are engaged and want to do the work correctly.
Every agency has its own processes, tools and terminology. Each client also has a different voice, history and set of priorities.
Before asking a question, I try to review the instructions and available resources. If I am still unsure, I ask rather than make an assumption.
The answers help me complete the current assignment and approach similar work more independently in the future.
Learn the basic tools
You don't need to master every communications platform before your first day. However, basic familiarity with common workplace tools can make the transition easier.
Being comfortable using the following can be helpful:
- Spreadsheets
- Shared documents
- Presentation software
- Media databases such as Muck Rack
You will learn the specific features as you use them for real assignments. What matters most is being willing to explore the tools and ask for guidance when needed.
Get to know your clients
Strong writing begins with understanding the client and their industry.
The more I learn about a client’s voice, priorities and preferences, the easier it becomes to create content that feels specific to that organization rather than generic.
Past materials can provide valuable guidance. I have found it helpful to review:
- Previous news releases and articles
- Social media posts
- Client feedback and edits
- Examples of approved language
Your team can also explain what matters most to the client and provide context that may not appear in written materials.
Take the small tasks seriously
Not every assignment will feel exciting. You may update a tracker, organize a folder, monitor coverage or prepare a daily summary.
These responsibilities may seem small, but they help keep accounts organized and teams informed. They also give you an opportunity to demonstrate that you are dependable.
When you complete smaller assignments carefully and on time, people are more likely to trust you with larger projects.
Take Initiative
You do not need to wait until you have the perfect idea to contribute.
Taking initiative can be as simple as:
- Volunteering for an assignment
- Offering to help a teammate
- Sharing an idea
- Asking to become involved in a project
Early in my internship, I raised my hand for a task that needed an owner. That experience showed me that being willing to contribute can matter just as much as getting everything perfect.
Give yourself time
Feeling nervous before an internship is normal. You are entering a new environment, learning new processes and working with clients you may know little about.
Those nerves begin to fade as you complete assignments, ask questions and become more familiar with the team.
My biggest advice is to stay curious, pay attention to feedback and take every assignment seriously. You may not feel completely prepared on your first day.
I did not either, but I learned more quickly than I expected.