Key Responsibilities and Required Skills for a Public Relations Intern

🎯 Role Definition

The Public Relations (PR) Intern is a dynamic, entry-level role designed to provide hands-on experience and foundational training in the fast-paced world of corporate communications and media relations. This individual acts as a crucial support system for the PR and Communications team, contributing directly to the execution of strategies that shape public perception and enhance brand reputation. The PR Intern assists with a wide array of tasks, from media monitoring and content creation to event support and administrative duties, gaining invaluable exposure to all facets of the public relations lifecycle. This position is a launchpad for a successful career in communications, offering the opportunity to learn from seasoned professionals and build a tangible portfolio of work.

📈 Career Progression

Typical Career Path

Entry Point From:

Current undergraduate or graduate students specializing in communications-related fields.
Recent university graduates with a degree in Public Relations, Journalism, or Marketing.
Individuals making a career change with a strong passion for storytelling and brand management.

Advancement To:

Public Relations Coordinator
Communications Assistant / Specialist
Junior Account Executive (in an agency setting)

Lateral Moves:

Content Marketing Specialist
Social Media Coordinator
Internal Communications Assistant

Core Responsibilities

Primary Functions

Media Monitoring and Reporting: Actively monitor daily media coverage across online, print, and broadcast channels for company mentions, competitor activities, and industry trends using platforms like Cision, Meltwater, or Muck Rack.
Press Material Development: Assist in drafting, editing, and proofreading a variety of written materials, including press releases, media advisories, fact sheets, and backgrounders, ensuring they adhere to AP style and brand guidelines.
Media List Building and Maintenance: Research and identify key media contacts, influencers, and journalists, and meticulously build and update targeted media lists for specific campaigns and announcements.
Content Creation Support: Contribute to the creation of engaging content for various platforms, such as blog posts, social media captions, website copy, and internal newsletters that align with the company's messaging.
Pitching and Media Outreach Assistance: Support the PR team in distributing press materials and conducting initial follow-ups with media contacts to secure coverage opportunities.
Coverage Tracking and Analysis: Compile and organize secured media placements into comprehensive coverage reports, presentations, and clip books to demonstrate PR value and ROI to stakeholders.
Research and Trend Analysis: Conduct in-depth research on industry-related topics, competitor strategies, and emerging communication trends to provide actionable insights for PR planning.
Spokesperson and Event Briefing Preparation: Assist in preparing briefing documents, talking points, and Q&A sheets for company spokespeople ahead of media interviews, conferences, and events.
Social Media Support: Help manage and monitor the company's social media channels, including drafting posts, engaging with the community, and tracking performance analytics.
Awards and Speaking Submissions: Research relevant industry awards and speaking opportunities, and assist in drafting and submitting compelling applications and proposals to elevate brand visibility.
Internal Communications Support: Assist in drafting internal announcements, memos, and newsletter content to ensure employees are informed of company news and initiatives.
Influencer Identification and Vetting: Help identify and vet potential brand-aligned influencers and content creators for collaborative campaigns and partnerships.

Secondary Functions

Event Coordination and Support: Provide logistical and on-the-ground support for PR events, including press conferences, trade shows, product launches, and media tours.
Administrative and Team Support: Handle various administrative tasks for the PR team, such as scheduling meetings, maintaining calendars, organizing files, and processing invoices.
Brainstorming and Ideation: Actively participate in team brainstorming sessions to contribute fresh, creative ideas for new PR campaigns, story angles, and content strategies.
Asset Management: Help organize and maintain the digital asset library, ensuring all photos, videos, logos, and approved press materials are up-to-date and easily accessible.
Reporting and Analytics: Assist in pulling data and metrics to help build weekly, monthly, and quarterly activity reports that showcase team performance and campaign results.
Website Content Updates: Support the team by making basic content updates to the company's newsroom or press section of the corporate website.
Competitive Landscape Audits: Periodically conduct audits of competitor press coverage, social media presence, and messaging to inform our own strategic approach.
Cross-functional Collaboration: Liaise with other departments, such as Marketing, Social Media, and Product teams, to ensure consistent messaging and alignment on cross-functional projects.

Required Skills & Competencies

Hard Skills (Technical)

AP Style Proficiency: Strong understanding and application of Associated Press (AP) style for all written communications.
Writing and Editing: Exceptional writing, editing, and proofreading skills with the ability to craft clear, concise, and compelling narratives.
Media Monitoring Tools: Familiarity with PR software and media monitoring platforms like Cision, Muck Rack, Meltwater, or SimilarWeb.
Microsoft Office Suite: High proficiency in Microsoft Word, Excel, and PowerPoint for creating documents, tracking data, and building presentations.
Social Media Platforms: In-depth knowledge of major social media platforms (LinkedIn, Twitter/X, Instagram, Facebook) and their use in a professional/corporate context.
Research Skills: Ability to conduct thorough and efficient research online and through various databases to gather information and insights.
Content Management Systems (CMS): Basic understanding of or willingness to learn CMS platforms like WordPress for website updates.

Soft Skills

Excellent Communication: Superior verbal and written communication skills, with the confidence to articulate ideas clearly and professionally.
Detail-Oriented: A meticulous approach to work, with a keen eye for accuracy in everything from proofreading to data entry.
Proactive and Eager to Learn: A "can-do" attitude, demonstrating initiative, a strong desire to learn new skills, and the ability to work independently.
Time Management and Organization: Proven ability to manage multiple tasks and deadlines simultaneously in a fast-paced environment.
Adaptability: Flexibility to pivot between different projects and handle unexpected requests with a positive attitude.
Creative Thinking: Ability to contribute fresh perspectives and innovative ideas during team brainstorming and strategy sessions.
Interpersonal Skills: A collaborative team player with strong interpersonal skills, capable of building positive relationships with colleagues and external contacts.

Education & Experience

Educational Background

Minimum Education:

Currently enrolled in or recently completed a Bachelor's degree program from an accredited college or university.

Preferred Education:

A completed Bachelor's degree or in the final year of a Bachelor's program.

Relevant Fields of Study:

Public Relations
Communications
Journalism
Marketing
English
Liberal Arts

Experience Requirements

Typical Experience Range:

0 - 1 years of relevant experience.

Preferred:

Prior internship experience in a public relations, communications, or marketing role (agency or in-house).
A portfolio showcasing writing samples (e.g., press releases, blog posts, articles).
Active membership in a relevant student organization, such as the Public Relations Student Society of America (PRSSA).
Experience managing social media accounts for a club, organization, or business.