Three Things I Learned as a PR Apprentice
mvw communications public relations apprentice gina vela
When I think of the word “apprentice,” I instinctively imagine an 18th-century scribe putting together Hammurabi’s Code in a candlelit, stone-walled basement. So, when I had the opportunity of putting this word on my resume, I couldn’t resist.
But before receiving the title of Public Relations Apprentice at MVW Communications, I was just a PR graduate with some theoretical practice in my area of study. I knew that the real lessons hadn’t even begun.
I also knew that if I didn’t start applying the theories and practices that I had skimmed over in my capstone classes, my learning curve would never come full circle, and I wouldn’t be maximizing my college courses.
My time as a PR apprentice did more than bring my classes to life: it challenged my preconceived notions, gave me a birds-eye view of the industry, and even rekindled sentiments of confidence and trust in my future. Although the lessons I learned during my time at MVW are too many to mention, I’ve listed my top three.
#1: Create and update your contact list
Basically, you want to be a walking Rolodex for your client.
Part of the reason PR pros are so valuable is because of their wide-ranging contact list and the connections they have throughout the city. A helpful way of keeping track of your contacts is by creating an excel document and sorting their contact information by their industry or job title. You can also use Google Contacts to ease searchability and sync them into your phone.
And don’t forget to add them on LinkedIn.
#2: Re-define your idea of plagiarism
After being cautioned about the unforgiving repercussions of plagiarizing documents throughout grade school -- and then some more in college, copy/pasting sentences and even paragraphs on a press release went against my nature. But in PR, it’s not plagiarism when you’re taking the written copy from your client and repurposing it in other documents for that same client. For example, when writing a press release for your organization, you can take phrases stated in past press releases (even if someone else wrote it), instead of coming up with a new way of saying the same thing every time you compose material for your organization.
What students know as plagiarism turns into consistency in the business world, and your organizations’ message remains clear and harmonious. Plus, you don’t have to go through another round of approval on that copy.
#3: Triple-check your work and then check it again
Grammatical errors in your writing can take away credibility and make it difficult for journalists to understand your organization’s message. And with all of the tools available to us online, there’s no reason not to have an error-free piece of writing. In addition to grammatical errors, checking for accuracy in your writing is vital. Ensure the information you’re putting on documents, including dates and references, represent your client truthfully. Melissa taught me to, “spell check, fact check, get a second set of eyes on it...check, check, check!”
Although there are many tips and tricks to the trade, one thing’s for sure -- a pro never stops learning. During my apprenticeship, these first lessons learned have helped me lay down a foundation to continue to grow in the industry and appreciate the art of public relations in a new way.
Georgina is a San Antonio native and recent public relations graduate from the University of Texas at San Antonio. She has concluded her summer apprenticeship at MVW Communications and is now an Advertising and Public Relations Account Coordinator at KGBTexas Communications.
