Start Now and Follow These 10 Tips for Internship Success

As internship season arrives, public relations and integrated marketing firms worldwide are opening applications for paid summer roles. If you’ve spent your college years building a well-rounded experience and crafting a standout portfolio, then now’s the time to elevate your networking and job search strategies.

Here are some essential tips to help you make the most of your search:

1. Start early.
   Many paid internships have deadlines up to six months in advance. Dedicate a few hours each week to researching companies, following “early careers” social media accounts, and setting up LinkedIn and PRSSA alerts. This will help you identify leads and expand your network. Keep in mind that many global firms require writing samples, scenario-based assessments and other prescreening, so research these expectations and plan ahead.
2. Maximize LinkedIn.
   LinkedIn is a primary recruitment tool. Take advantage of its free tutorials to build a compelling profile, post regularly on industry topics and showcase your achievements. Create a list of target companies and professionals, engage with their posts, and familiarize yourself with their blogs and social media.
3. Build and leverage your network.
   Use personal and alumni networks for advice and potential referrals to coveted positions. Schedule informational interviews and job shadows, attend internship info sessions and participate in free networking events. Let people know your career goals — anyone from a family member to a professor could be a source of leads.
4. Look beyond “easy apply.”
   While applying through job sites, also do some sleuthing to identify recruiters or senior managers by name, and send your applications to an actual person rather than “to whom it may concern.” Company press rooms and investor pages are good resources for this information.
5. Think beyond PR firms.
   Businesses of all types hire interns for strategic communications, social media and public relations. Consider broadening your keyword search to include roles in strategic communications, influencer relations, community relations, social strategy, content creation, integrated communications, account management and analytics.
6. Create your own opportunities.
   If you currently work in retail or food service, then consider pitching customer outreach or social media initiatives to your employer. Designing your own internship can be a valuable experience and might even lead to a long-term position. Many students have created such roles and secured full-time positions upon graduation.
7. Apply year-round.
   While summer internships are popular, some open during the school year. A part-time role in spring or fall can provide valuable experience and may even be less competitive. Don’t be afraid to pitch yourself directly, even if the organization isn’t advertising openings.
8. Consider smaller organizations and campus roles.
   Look for internships on campus or with local small businesses, boutique firms and nonprofits. This can provide experience before pursuing a larger agency role. Be cautious of unpaid roles, however, and carefully vet any company to avoid scams.
9. Optimize and proofread.
   Generic résumés won’t stand out. Tailor your resume with keywords that match each role and include a professional summary. Recruiters spend mere seconds on each résumé if HR software identifies yours as a match, so make yours count. Polish your materials using AI tools, but personalize each version, and save it as “FirstLastName.”
10. Volunteer.
    Volunteering is a great way to build skills. Offer to develop a PR plan for fundraising, events or social media engagement. This demonstrates initiative and allows you to contribute meaningfully to the community.

Securing that first internship or job may feel challenging, but with thoughtful planning and a consistent, strategic approach, you’ll yield results.

Lorra Brown is an associate professor of public relations and strategic communication at William Paterson University in Wayne, N.J., where she also serves as graduate program director of the master’s program in integrated marketing communication. A former senior executive at Ogilvy and Weber Shandwick, Brown was recognized as 2024 “Advisor of the Year” by William Paterson’s Student Government Association for her decades of leadership with the Student Public Relations Association, focusing on internship and alumni networking initiatives. Connect with Professor Brown on LinkedIn.

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