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What PR Agencies Look for in an Intern: Top 8 Qualities & Skillsets

By November 8, 2022No Comments

What do public relations agencies look for in an intern? Perhaps you have recently graduated college or are making a career change and want to explore a career as a PR professional. Imagine having an exciting job that lets you use your creativity to communicate with the public. Businesses and organizations use public relations strategies to increase brand awareness, build trust with the public and improve a brand’s reputation.

At Fort Lauderdale- and Aspen-based public relations and marketing agency Durée & Company, our decades in the industry give us valuable insight and working knowledge of how a PR agency builds a winning PR team to serve its clients.

Discover whether you have the knowledge and expertise to succeed in a career with a public relations firm by reading this breakdown of our top eight qualities and skillsets.

  1. Curiosity

We look for interns that are willing to learn and can absorb as much information as possible. A person full of creative ideas, curiosity and eagerness to gain visibility into the inner workings of a public relations firm is poised to succeed.

  1. Writing Skills

A key component, as well as a valuable life skill, is writing proficiency. Drafting releases and crafting pitches, combined with a solid understanding of different social networks and an expert knowledge of AP Style guides, are essentials for a communications role.

  1. Enthusiasm

PR interns should have a passion and aptitude for communications in all forms and be enthusiastic about the industry. From the application process to the interview, demonstrating knowledge and excitement for the role is crucial.

  1. Passion

Once selected, an intern represents clients as a spokesperson of the communications agency to the media and in public forums and should be passionate about both. Exhibiting a zeal and interest in the PR industry and its best practices is something we can’t teach. However, it is a prerequisite at Durée & Company. Enjoying the work and investing the time and energy are the ingredients that make a great publicist.

  1. Experience

Hands-on experience as a full-time team member will not only help the public relations agency but will help an intern see what real PR agency life is like. Gaining knowledge of public relations procedures and executing communications strategies that provide concrete deliverables assist an intern in learning from bottom to top.

  1. Strategic Thinking

Possessing the ability to rapidly mobilize, share insights and manage internal and external resources that provide solutions is ideal. Also key is performing research and other market analysis activities that have the potential to impact a client’s reputation or business.

  1. Organization

Being detail-oriented and having excellent time-management skills are solid attributes for a career in public relations. For example, we look for an intern with the ability to manage projects and develop project plans, allocate resources, identify potential issues and risks and create contingency plans. There are many moving parts in PR, and we look for interns that remain agile in thought and practice.

  1. Growth Mindset

We nurture an inclusive culture and seek interns endeavoring to breathe life into our vision and public relations firm. We act with a growth mindset and believe in continuous learning to improve our business and ourselves.

Durée & Company is always looking for unique talent. If you’re interested in an internship with one of the best PR firms and would like to apply to join the award-winning South Florida team of Durée & Company, please fill out the form on this page and let us know why you’d make a great Dynamo. We look forward to hearing from you!


About Durée & Company 

Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national, and international clients. Services include public relationssocial mediamarketingcontent developmentadvertisingspecial eventsbrandingradio promotions and more. Durée & Company clients include well-known names in businessfashionhospitalitytravelhealth and wellnesscannabis and hemppsychedelicstechnology and cryptocurrencymarine and yachtart and culturenonprofit organizationslegal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to; or Join the social conversation and follow Durée & Company on FacebookInstagramTwitterYouTube and LinkedIn at @DureeCoPR.


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