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One of our listeners, Yasin Akgun, asks,
As a final year marketing student about to embark on a summer internship I would be grateful if you could discuss what you guys think makes a good intern, examples of good students you’ve had and common mistakes that you’ve seen them make.
We thought this was a great question, and really well timed, as most of us are in the beginning of the summer intern season.
Because of that, we spend a few minutes talking about, from our perspectives, the qualities that make a great intern.
They include:
* Act as though you’re auditioning for a full-time job
* Take initiative and always go the extra mile
* Show that you have the ability to reach out and meet other people
* Show a thirst for work
* Ask questions
* Learn how to negotiate
* Learn the gentle art of persuasion
* Really begin to understand where you best fit
* Have a “let me figure that out” attitude
* Be creative
* Find a project that you can see from beginning to end
And, while we’re talking about interns and their roles within the PR industry, we saw some interesting news about a global agency changing the titles of their staff and restructuring to fit the changing times.
GolinHarris is moving from generalists to specialists to adapt to the way consumer behavior is changing…and changing quickly.
The New York Times broke the story a day before the announcement and details what the agency is doing.
From the article:
The four specialties are strategists, who analyze a client’s business; creators, people like writers, designers and producers who generate ideas and tell brand stories; connectors, people who reach target audiences through traditional and social media as well as other channels; and catalysts, account leaders overseeing relationships with clients.
Martin Waxman makes a great point: It seems like they’re borrowing from Malcolm Gladwell’s “The Tipping Point.”
But, in this case, their creators are his mavens, their catalysts are his salespeople, and their connectors are, well, his connectors.
This really is a sign of the times, but Joe Thornley wonders if GolinHarris simply is responding to the smaller, more nimble agencies that are already well down the road of adding specialists to their teams.
What do you think? What qualities make for a great intern? And what are your thoughts on the GolinHarris restructuring?
Do you have an idea for a topic you would like us to discuss? Send us an email or an audio comment to [email protected], join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini Dietrich, Joe Thornley, and Martin Waxman on Twitter.
Our theme music was created by Damon de Szegheo; Roger Dey is our announcer.
This week’s episode was produced by Kristine Simpson.
Posted written by Gini Dietrich.
I very much enjoyed this Inside PR. As someone who just completed an internship at United Way of Canada, I agree it is very important not only become part of the team, but to take on projects you may not know how to do.
I am a strong believer in trying to figure it out and I was surprised by what I could do on my own just by trying to figure it out. As well I agree with your points on producing a final piece of work/ completion of a project to be used as a part of your portfolio. In a short 8 weeks, I was able to produce and implement a full media strategy for United Way of Canada’s National conference, including all media material, as well as many other smaller projects like letters from the CEO, newsletter articles and piece used in the Annual Report.
I am huge supporter of internships, They crucial and should be made available earlier in schooling and integrated into the University experience more so.
Hi Liza! Thanks so much for the nice comment! I understand you’ve met Martin and Joe so I guess I have to settle for the virtual hello!