As an agency, you should have two goals for your internship program. First, be sure to provide interns with the opportunity to experience what PR and your agency is like. Second, try to determine if he or she has the skills necessary to be hired and succeed in your company.
Begin by assessing the individual's strengths and weaknesses. Then leverage their strengths by providing the tools they need to succeed, while also working to improve their weaknesses. You can involve them in all of the day-to-day agency work, from writing press materials to media outreach, and then evaluate their performance in each area. For example, let them take a crack at writing pitches, and then provide constructive criticism on the key "hook" for media.
Getting interns involved will allow them to come away from your agency with the right skills and knowledge to excel in this industry. If done right, your new intern might be your next employee. Taking time to invest in their future could have a positive impact on yours.
Michael Olguin is president of Formula PR.
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