Gain experience with a PR internship

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In today's South African landscape, it is imperative that all students and graduates gain experience within their field, thereby affording themselves the opportunity to complete a certain period of time at a particular organisation to gain a competitive edge over their peers within the industry.

In order for the internship to be beneficial to both parties, it is better to have a longer agreement period, such as six to nine months, within a specific company. Most organisations willingly hire interns with little or no experience, especially if the intern is willing to accept a stipend or no monetary compensation.

Let the organisation see your ability and view you as a professional within your field. Personal values such as: strong work ethic, responsibility, a positive attitude, adaptability, honesty and integrity play an important role within any industry.

A few tips before going into any company interview: prepare ahead of the interview, do research on the company, understand what it does, be clear on your strengths, ensure that you understand the organisation's culture. Be your own product.

Know what your passion is, if you love entertainment, sport, fashion or IT then find a place where that is the focus of the work the company or consultancy does. If you lean towards business, find the companies in this field. Remember to follow your passion.

Motivation and CV

In your motivational letter remember to keep it short and to the point; motivate why the company should hire you, reflect your personality in the language you use, address two achievements that you believe back up or prove what you have said, and end off with a strong call to action, as this would make the company want to meet you.

When it comes to your CV: include references where possible; highlight your strengths and achievements; include your passions/hobbies, as this tells more about what type of person you are. Always ensure that you spell check and proofread your document before sending it out, keep it short three to four pages.

As the job market is very tough, currently, students should initially consider unpaid internships to get the experience within the field. Some companies only offer a transport allowance. Don't make this an issue at your interview - prospective employers want to see how passionate you are to get experience. The more interviews you go on, the more opportunities you will have to be able to assess whether you are willing to do an unpaid internship. The standard rate within the industry is R3500 to R5000 a month. Generally, NGOs or smaller consultancies just don't have the funds to pay interns.

PRISA now sits on the Marketing Communication Chamber discussing ways for the Services Seta to assist with internships.

Most interns today want to do valuable work where they get to work for top clients and get exposure to exciting campaigns; however, as an intern, it is not always possible initially to get this exposure. To be a successful intern the onus lies upon you by showing your own value through your own initiative, motivation, personal and professional skills.

While on an internship, be sure not to come in late, sit on Facebook or stay on the phone talking to your friends. Be flexible when it comes to working hours and handling of tasks never mind how menial, always do them to the best of your ability.

If you don't understand something always ask. You should also consider becoming a student member of PRISA as you will get access to industry events and people who will be able to help you.