FarrowPR - Public Relations
Fall, 2016
Entering the workforce may seem quite scary to any individual, but by entering the workforce and truly exiting the comfort zone, individuals are able to recognize the true moment that defines experience and separates them from other people. Interning is typically one of the major experiences that allows individuals to exit their comfort zones and try something new. Typically, internships are a true test to see how far an individual’s academic studies have brought him or her and also, if said studies will allow that individual to fulfill specific positions within the workplace. As a Communications major and a Marketing minor, I had many options for interning, as there are many different fields to get involved in within Communications. Specifically, I was seeking out a Public Relations internship or a Communications internship, that specialized in Public Relations and social media management.
Luckily, I applied online to a few internships that seemed to fit my studies/interests. I locked down a Public Relations internship at FarrowPR, which is a small-scale Public Relations firm in Buffalo, New York. FarrowPR was founded just a few years ago, therefore, it seemed interesting to work for a company that is continuously growing and expanding, while it is still learning the ropes of Public Relations and Marketing. Typically, a days work included managing various clientele Public Relations, that of which included: upkeep of social media pages such as Twitter, Facebook, and LinkedIn, creating and sending media mailers, creating and conducting spotlight phone pitches and more.
Not only does Public Relations require an extreme amount of verbal and written communications skills, but it also allows for individuals to make connections with clients who need assistance with Public Relations, who may know other people in need of Public Relations, those of whom can help the company expand it’s business. Besides being able to speak and write in a proficient manner, working within Public Relations also requires interns to make use of databases and PR or Marketing software, such as Cision and InfusionSoft. This allows the company to gain media appearances by obtaining information of personnel within multiple media outlets such as television, radio, print, blogs and more. Also, interns learn to use social media management sites, such as Hootsuite, in order to input social media posts for all clients on a weekly schedule.
I could definitely picture myself fulfilling a career within Public Relations, because not one day is ever the exact same. Each day, new tasks must be completed, in order to fulfill client needs. For example, each FarrowPR client has a different talent or skill to sell to the public. Some clients may have published books, such as children’s books or non-fiction literature, while others specialize in entrepreneurialism or climate change. Each of the clients have a spotlight pitch, which involves a personalized pitch for a topic that the client would like to broadcast to the public. In order to spotlight a client, a webpage is made with all of the information. A media list is made for media emails and phone pitching within a certain region or to a specific media platform. A pitch is written up, in an attempt to gain media appearances through phone pitches. Social media is used to spotlight specific topics on a daily basis, and media mailers or press releases are made, in order to send information through the mail. On top of maintaining client Public Relations, the company also searches for new clients and does social media pitching for the company and for the owner, Dave Farrow, who is the two-time Guinness World record holder for greatest memory. Farrow has been a featured guest expert for memory on over 2000 interviews within the media including, The Today Show, Live with Regis and Kelly, Steve Harvey, Discovery Channel and many others.
While interning, there is typically some “busy work” involved. Often, I would run errands to the Post Office, in order to send media mailers or client’s books to a specific media outlet that expressed interest in a specific client. Typically, internships may only consist of busy work, but at FarrowPR, interns maintain the same professionalism as their colleagues, by performing similar tasks that the employees would typically complete. Phone call pitches were one of the main tasks that interns performed within FarrowPR. Many media professionals often do not enjoy Public Relations pitches, while others enjoy gaining clients and stories to put on their show or to talk about, for free. In the end, phone call pitches paid off, as I gained about seven media appearances for three different clients on news channels, radio talk shows, and an online magazine.
To any student who has yet to intern, I urge you to put yourself out there and exit your comfort zone, in order to truly recognize experience and gain knowledge within the field that you are studying. Specifically, for students who seek to intern at FarrowPR, recognize that it is a smaller company, so it is a great place to begin as an intern, since there are less clients and more of the basics are taught one-on-one with experts and professionals who have worked within this field for years. For Public Relations interns who have already interned before, FarrowPR is small-scale and should truly be used for an entry-level internship to gain experience within Public Relations.
FarrowPR is amazing, as it gives students the opportunity to work whenever they are available, work one-on-one with professionals, and also grow with a small-scale company that is continuing to learn the ropes of Public Relations and Marketing, just as the intern is. FarrowPR helped me to get out of my comfort zone and placed me in a professional atmosphere. My experiences as an intern at FarrowPR will only assist me in finding my dream job within the future.