My journey into the public relations apprentice position at MVW Communications was one I was not expecting. Going into my senior year of college at Appalachian State University there were a lot of unknowns. Not only was the transition from student to professional life on the horizon, but I was also living through a global pandemic that had interrupted everything about my life: school, extracurricular activities and perhaps most important for a public relations student, a traditional internship. 

Although my undergraduate classes were teaching me the basic levels of what PR means along with studies of theories, ethical scenarios, writing practices and design courses, I lacked the real-world experience that I had been reminded time and time again was so important to making that scary transition smoother. 

Enter the Public Relations Student Society of America. I joined PRSSA my sophomore year of college and worked up to being elected president my senior year. Pre-pandemic, the club consisted of traveling to conferences, networking with pros face-to-face and offering PR services to other clubs or non-profits in the area. However, with the pandemic our chapter meetings became solely lecture-style via Zoom.

I worked hard along with our faculty advisor to find pros in different fields of communications to join our chapter once a month to give a presentation about their specialties and provide advice to members. 

That is how I met Melissa Vela-Williamson from MVW Communications and began my own professional journey. Melissa was PRSSA’s guest speaker in October of 2020. After a follow-up thank you email from myself and some back-and-forth banter regarding my lack of real-world experience, Melissa told me about the Apprentice position offered through MVW and invited me to interview.

I had no idea what to expect or what a virtual apprenticeship would even look like, but I’m glad I tried it. Throughout the past eight months, I have gained real-world PR experience, expanded upon my undergraduate skills, and formed so many new skills. I have learned more in this position than I could even put onto paper, but here are some of the most important and career-altering tips I learned as a PR apprentice. 

Planning is Always Necessary 

Have you ever heard of a content calendar? One of the most incredible (and slightly overwhelming) sights for a first-time PR apprentice is that of a huge, color-coordinated content calendar on Google Sheets with everything needed for posting on social media or websites for months in advance. Creating one is a lot of work, but the organization is extremely helpful for staying on top of content for a client or for your own business.

It’s also important to strategically plan with clients as well. Asking probing questions and letting the client explain their wants and needs is crucial in the communication and planning process. Being a part of these meetings as an apprentice has been one of the most exciting parts of the job as I have been able to see a project formed from the ground up.

Stay Up to Date on The News

You don’t want to be the only person in the room who doesn’t know about current events. As an apprentice, I found myself keeping up with more global, national and local news than ever before. It’s important to be aware of any events or problems that could potentially affect your clients or business. Prime example: remember the big Texas snowstorm of 2021? Well, since I am located in North Carolina, if I hadn’t been paying attention to the news and staying up to date on the conditions in Texas, I wouldn’t have known about the halt in life and crisis many businesses and clients were facing.  

Staying up to date on the news also includes following what is being said about clients online. Social media is a powerful tool and knowing what your clients’ public perception is online can factor into what tools are necessary for maintaining or improving their image.

Anticipate Journalists’ Needs 

Pitching a story to a journalist can seem overwhelming but it is part of the job of a PR pro. Gaining coverage for special events or pitching editorials/articles in a paper requires the help of journalists. Unfortunately, not every story you pitch is going to be picked up, but by providing as much information as possible and anticipating what the journalist may need to cover a story, you are much more likely to gain that coverage. So ask yourself: What can I provide to make this as informative as possible? Do they need a media alert? Is there a compelling piece of evidence I can include to make sure they know this story is newsworthy? Asking yourself questions like these will increase your chances of getting your story idea picked up and will probably make a journalist happy to work with you.

Always Get a Second Opinion 

Whether it be writing press releases, editing website/social media copy, or just brainstorming new ideas, getting a second (or even third) pair of eyes on projects ensures you are creating optimal and accurate work. What some people may overlook, others may not. Grammatical errors and AP Style errors are sometimes easy to gloss over but can ruin an entire piece of writing. In this field, you can create an expansive network of pros from all different walks of life and expertise, so don’t be afraid to ask for help. Different pros can offer different points of view and help to make projects more well-rounded and successful.

I could write pages about my experience as an apprentice and all I’ve learned, but my final two tips are specifically for students studying PR, looking for their next step and beginning to think about their own scary transition from student to professional life.

Join Your University’s PRSSA Chapter

PRSSA played a huge role in my story. Without it, I would have never found MVW. PRSSA provides valuable lessons for students, experiences that go beyond the classroom, and helps to expand your network. I could not be a bigger advocate for PRSSA, but don’t just take my word for it. Check out your university’s chapter! If your college doesn’t have one, follow your local PRSA and attend their events to build connections. You never know where it will lead. 

Promote Yourself Like You Would Promote a Client

This is something that Melissa told me during one of our meetings that has stuck with me through my early professional career. When looking for jobs or even just being a voice in a room full of experienced pros, it is easy to lack confidence in your abilities. However, remember you’ve put in the work to become a pro! So, when writing your resume, interviewing for an internship/job or just communicating with other pros, show your pride! Of course, always be open to learning more, but know your own worth from the work you’ve put into the profession. You wouldn’t let a client diminish themselves. You would show off the greatest parts of them, so do the same for yourself. Try it, it really does make a difference.

My experience as an MVW apprentice has made my transition from student to professional life a little less stressful and scary. I am more confident in myself and know that these tips will stick with me in any job I fulfill in the future, including my new role as a PR Coordinator.

The beauty of this profession is the learning never stops and the room for growth is always there. I am excited to let my passion for PR drive me into success and wish you all luck in your own professional endeavors.