
BSc. Media, Culture and Society to Intern at Wigwam PR
by Jenna Charman, University of Surrey Student & Wigwam PR Intern 2017
Coming into PR, I had very little knowledge about what the industry entailed. Finishing my second year of BSc Media, Culture and Society and spending a year as the Communications Officer for my University Boat Club, the communications sector was a place I was keen to explore. I began to think about possible career options, and with the opportunity to fulfil a year in industry as part of my degree, I spent most of my time scrolling through marketing roles, until I stumbled across PR. After doing some research and with a ‘why not’ attitude, I applied for the Intern Role at Wigwam PR.
Upon arrival at Wigwam PR, due to my limited knowledge of PR, I didn’t really know what to expect. My understanding of the PR sector was to act as the ‘middle man’ between the client and the media, unaware of the amount of research which is needed to provide the solid foundations of understanding the client’s needs.
The first few months definitely highlighted how important research was, and the consequences if research was not fully committed. I found this area often dry, and did begin to question if this was something I wanted to do post-studies. However, I began to understand the importance of a research base to develop and tailor clients’ requirements, in addition to potential opportunities.
The most challenging part of my time at Wigwam PR has been something I expected I would be able to adapt with ease — writing. Throughout my studies, I have been writing assignments upon assignments, blog posts and articles for the Boat Club, however, nothing prepared me for press releases! A challenging aspect was solely laying down the facts for the media to then make a judgement. In comparison to writing assignments, I would highlight the facts and then make a value judgement based on these. The writing styles for PR amplified the amount of ‘waffle’ in my writing; handing-in drafts to be read over, and coming back with masses of crosses through asking if it was all relevant. Despite this being a frustrating process, I understand the purpose of presenting the facts in a compelling manner and most importantly, getting to the point!
My time at Wigwam PR has given me an insight to how the theory used in my Degree can be applied to the ‘working’ world and its relevance. Through my studies, I understand the ways different audiences use and interpret media outlets, however, I have never fully applied these theories. For example, we have covered topics in relation to social media, developing theories that address a ‘proactive’ and ‘reactive’ user. Wigwam PR has provided the opportunity to use these theories in an environment which is beneficial to a client, such as Tala, working on developing their social media channels.
Thanks to the different sectors at Wigwam PR, this has given me the opportunity to adapt writing and social media skills to attract a sector specific audience and to understand how these can be interpreted.
Despite studying a research based Degree, during my first few months at Wigwam PR, I neglected the importance of reading and developing an understanding of a client’s base. When discussing research, I assumed I would be exploring ‘the field’ through questionnaires, interviews to then analyse the data, similar to what I have been doing through my studies. I did not expect how much desk research would been involved, highlighting my naivety towards the industry. However, I now understand that research is key to developing a strong understanding of the client, and addressing the best way to maximise an opportunity.
Looking back over my time at Wigwam PR, it would be fair to say I have learnt an awful lot. Although at times it has felt like slow progress, I can now confidently say I have developed industry specific skills, such as research and writing, but also professional skills that can be used in any workplace — something my degree alone could not have provided. The year has pushed my confidence and comfort zone, and has definitely provided me with a mature understanding and knowledge of the PR industry, in addition to prospects unavailable from my Degree course. I look forward to applying everything I have learnt from Wigwam PR, and continuing my journey through the communications industry.
