The Keys to Dealing with Interns
In the spring of 1978 I supervised the first interns in advertising and public relations from UCF. We had a total of 14 interns for the academic year. Last year I worked with a total of 160 interns in Ad/PR. Over my career I have worked with 3,317 student interns. I’d like to take this opportunity to share some of what I’ve learned about internships and hear your thoughts on this topic. I also want to acknowledge the contributions of Frank Stansberry, APR and PRSA Fellow to both our internship program and to the content of this blog post.
VALUE OF INTERNSHIPS
Students consistently rate internships as the most valuable course in their studies. They report that internships help focus their career goals and help shape their selection of elective courses at the university. Internships allow many students to find professional mentors in the community.
Employers note in their evaluation letters that student interns bring fresh thinking to their organizations. Interns help expedite projects that need additional work hours to complete. Each semester several internships evolve into entry-level jobs.
THE NEED FOR STRUCTURE
Any internship is valuable because we cannot create a business work environment in a campus classroom. That wouldn’t be “real” for the student. Even a bad internship experience can be instructive. Students can learn what they don’t want to do after graduation.
But for the sake of discussion let’s look at a more ideal internship situation for the both the student and the internship employer. Here, the key seems to be structure.
1. Although interns may assist different employees at an organization, they need to have one “boss” to whom they report. The boss can resolve conflicting requirements and priorities. The boss should also take responsibility for ensuring the internship is a learning experience in the field.
2. Interns are most effective when they get a formal orientation to the organization and any necessary training for specific tasks. Where a higher level of skill in particular computer programs, writing, graphics, etc. may be required – screen interns for skills as you would an entry-level employee (including testing).
3. Interns need someplace to be. Before you take an intern under wing, ensure that you have a desk, phone, computer or other tools and supplies that they will need to complete tasks assigned.
4. Interns need something concrete to do. Assign regular responsibilities or particular projects to your intern. Set deadlines and expectations. Most interns will appreciate a chance to add something concrete to their portfolios.
5. Clear expectations between the intern and the employer keep internships on track.
Written job descriptions including the roles of both parties can help get an internship off to a solid start.
6. Respect the intern’s class schedules and university requirements. Don’t allow organizational crises to put an intern in the position of missing coursework. The student’s first priority is completing their degree.
7. Be reasonable. On occasion we have intern employers seeking a single student for a 40-50 hour workweek with no paycheck. Consider dividing that workload between two or even three interns.
8. Interns are looking for chances to contribute and learn. Where possible allow the intern to sit in on planning/strategic meetings. Seek their input on projects. There is busy work in every job (filing, Internet searches, making copies, getting coffee, etc.). The intern’s job should not become all busy work.
9. In an effort to make Ad/PR internships easy to undertake for both the intern and the employer we have a simple evaluation process. The intern is required to produce a letter from their employer outlining what and how they did during the internship. Once again, please respect the student’s semester schedule. To receive a grade the student must produce the letter for the faculty supervisor during the last week of class for the term.
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Dr. Bob Davis, APR, CPRC is Professor and Division Head, Advertising and Public Relations, for the Nicholson School of Communication at the University of Central Florida.
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Interns can be an exciting addition to your business team. They bring energy, excitement and fresh perspectives. FPRA Blog Week continues with an outstanding post on the Keys to Dealing with Interns from Dr. Bob Davis, a professor with the... [Read More]





Visitor Comments
Bob, wow over 3,000 interns that's a lot of people. I cannot claim those numbers but one aspect of your list caught my attention in my experience in working with interns. Point number eight giving interns a contribution to make to the company. It very important to structure your intern job in such a way that the intern is part of the team, that you allow them to contribute ideas.
Make sure that when you advertise your internship that you stress the contributions an intern can make to the organization, and follow through. Not only will you plan to let your intern contribute but by promoting the fact your willing to let an intern make a contribution you are more likely to get better interns.
Posted by: john cass | April 13, 2006 09:13 AM
Thanks to Bob and Frank and the wonderful internship program at UCF, we have had the opportunity to hire many wonderful interns here at AAA.
I would like to add one comment to what Bob has offered. When we hire interns, we try to find someone who likes to write -- and most Ad/PR majors do! What they want and need from the employer is instruction in how to write the way they will be expected to write in the real world job market.
So, if you hire an intern, please give them ample writing assignments, but also take the time to edit (not re-write) carefully, so that it becomes a helpful and encouraging experience. I know it takes a bit more time, but on the plus side you are bound to learn something in the process, too. I know my English handbook gets a real workout when I have to explain the "why" behind punctuation and not just the "what"!
Posted by: Janie Graziani | April 13, 2006 11:07 AM
This post should be required reading for anyone offering an internship or considering the launch of an intern program!
One of the best employees I ever had began as an intern. He proved himself invaluable so when the internship was over, I hired him on a part-time basis while he finished college and he continues to do work for me to this day.
The interns I've had from UCF have always been top-notch and that is a testament to the great work you and Frank do in teaching your students.
Posted by: Wendy Kurtz | April 13, 2006 01:00 PM
I will say the internship program at UCF is amazing, and is helpful to graduate students who are looking for more experience in Public Relations. As a graduate student trying to break into the Public Relations field, I have found that internships are very helpful in acquiring knowledge that I will not find in my graduate studies because of limited classes that involved Public Relations at UCF. I have had both good and bad experiences being an intern and Professor Davis has nailed it.
I just hope I can translate my internships into a career.
Posted by: Aisha Jones | April 13, 2006 01:09 PM
Over the past few years, I have hired several professionals to join our corporate communications department.
The first person I hired was one of 600 applicants. The second person was one of 970. The most recent hire came from an applicant pool of nearly 300 individuals.
In reviewing nearly 2,000 resumes and applications to fill these positions, the candidates that stood out most were those with internship experience.
Having served an intern myself while attending UCF, I know there are not enough internships available in Central Florida to meet the need of every PR student. So the individuals who list an internship on their resume show initiative and drive. It also shows a forward-thinking individual who is aware of what it takes to land a job in today's competitive job market.
All three of these employees have been excellent additions to our company. The same initiative that drove them to secure an internship in college is the same initiative and drive I see in their work every day.
Students: don't underestimate the value of an internship. It might be a low- or no-paying internship, but it could land you a good job in the future!
Posted by: Chris Gent | April 13, 2006 05:28 PM
I convinced myself to participate in this blog because I thought I might get some new perspectives from the employer point of view. I want to thank all of you for your insights. Many of our students are following this discussion and your input will be taken to heart.
Posted by: Bob Davis | April 13, 2006 09:50 PM
I've been able to work with many wonderful interns that have joined our team from UCF. I would like to point out that being in Orlando, with a degree program that requires an internship, is a strong advantage. Many local employers welcome interns and offer them experiences that help them so much in their career. Of course it is beneficial to the employer as well.
I attended college in a smaller area and internships were required, but it was quite difficult to find the opportunities. I hope all students and employers see what a great place Orlando is to partner in developing talent.
Posted by: Kelly King | April 14, 2006 09:20 AM
I always feel fortunate to have the opportunity to work with interns.
As professionals they keep us on our game, are an extra hand when we are on deadline, and give us the opportunity to share information that may guide them in their career.
One intern in particular worked with me at the City of Ocala. She took the internship without pay and with that, I promised her that if she ever left any day and didn't learn something new I would pay her out of my pocket. I believe internships should be about learning and participating in 'real' day-to-day issues, challenges and participating in how they get resolved. I asked every day what she learned. Fortunately, I never had to pay her.
She became the first student member of the Ocala Chapter and was awarded the chapter scholarship for the student track at the FPRA conference. After conference, she had a whole new outlook on public relations and she was so energized about her future.
We had many opportunities to discuss her career path as she really didn't know what she wanted to do when she graduated. Carolyn Fennell from OIA spoke at an FPRA meeting. After that meeting she thought she might want to work in the airline industry. I encouraged her to seek out internships and jobs in that arena. Her last semester, she was hired by Southwest Airlines in Dallas as an intern. Upon graduation she was offered a job in their Internet marketing department in Baltimore.
We have an opportunity and responsibility to mentor in our profession. You don't always know the impact you have on an intern, but with Jennifer Roy I know the outcome. I am now proud to count her as a friend and a peer in the industry. Who knows...some day she may hire me!
Thanks to the college programs who see the importance of internships and encourage their students to get out there in the real world and learn while they are in college.
Posted by: Monte Martin | April 14, 2006 10:34 AM
As a student, I've participated in several different internships (both good and bad) for several different organizations. They have been some of the most rewarding and worthwhile experiences of my college career.
It's difficult sometimes, as a student, to find your niche in an organization. Never forget to commend your interns on a job well done or counsel them on projects that need more work. Encourage them to show initiative and offer them an opportunity to work on tasks that interest them. Make sure your interns feel comfortable in the office environment by giving them a tour and introducing them to your staff. And last but not least, never forget that your interns are there to learn. They are working for free, taking time off from their regular job, paying gas and tolls, to gain experience from your organization. Help them accomplish this.
Finally, Thank you to the employers that offer interns the opportunity to learn, grow, mature, and realize their goals. It's because of you that I've realized mine.
Posted by: Randy Jacobs, Senior at UCF | April 14, 2006 10:57 AM
As head of the internship program at Pecora & Blexrud, I found this information very helpful. It is comforting to see that Pecora & Blexrud has a lot of the above mentioned items in place. I will use this posting as a reminder of how important internships are.
Posted by: Justine Jenkins | April 14, 2006 02:07 PM