CIPR

The CIPR has recently updated its Work Placement Charter (PDF). The Charter aims to provide guidance to employees on what to consider before agreeing to a placement, and what to expect from a placement.

The CIPR encourages members to provide work experience, placements, and internships to school leavers, graduates or a professional looking for a career change. Work placements can provide people with opportunities to enter the public relations profession, and build their skills and experience.

Many of our members offer or have taken part in an internships. Below Anneka Patel, Edelman assistant account executive talks about the value of doing an internship.

In July 2009, I began a three-month public relations internship at Edelman working in the technology team. Fresh out of university with a BA (Hons) degree in accounting and finance, I was not entirely sure what to expect. But after some intense training, new challenges and a lot of hard work, I became a permanent member of the company where I now hold the position of assistant account executive.

After joining Edelman, I was thrown straight into a rigorous graduate training programme where I learnt what I thought was the whole gamut of the PR profession, from how to generate media coverage to the tenets of public engagement. I took part in writing training courses, social media engagement strategy workshops and face-to-face meeting with Edelman's UK chief executive Robert Phillips.

Given I started at a junior level, I didn't expect to be working on major blue chip brands, but I was pleasantly surprised as I was given the opportunity to work on some significant technology brands. Perhaps this reflects the agency's trust in its team and confidence that it has the right training to ensure all its team members can make a valuable contribution.

My day-to-day responsibilities involved analysing the newspapers for issues that might affect client opportunities, identifying new opportunities to generate media coverage, as well as proactively engaging with journalists. I was also able to hone my writing skills, and was responsible for drafting briefing documents, media alerts and press releases. I also worked on new business pitches, and helped with research and media analysis.

My main client is one of the biggest technology companies in the world, and I have gained very hands-on experience working across many parts of its business, from business-to-business activities to consumer-facing work. It was fascinating to learn how the company works; how it develops and implements it communications strategies; everyday industry issues; new products and services, and key competitors. I now manage 48 markets across EMEA for this client.

I felt very involved in the technology team from the outset. I had a mentor who helped me manage my workload and discuss my progress on a weekly basis. I also had a line manager who put me forward for training courses and pushed me to learn new skills. Having this support made the internship experience less daunting as knowing I always had someone to turn to made me feel more confident in my abilities.

Edelman definitely has a 'work hard, play hard' ethos, but it provides a friendly working environment. Since joining the team, I've integrated with many different teams. I've played for Edelman's netball team and took part in the Christmas pantomime. I've also enjoyed many of Edelman's perks such as the weekly 'happy hour' at the in-house bar, free breakfast and an on-site massage service.

I would recommend student and graduates to undertake internships to gain invaluable hands-on experience, and know what to expect in today's PR working world.

* Next month Matt Appleby MCIPR, Golley Slater Public Relations director, will talk about the benefits of providing internships.