PR pros are no strangers to being misunderstood. Don’t worry—it’s not that serious. It’s an industry that’s long been oversimplified.
The reality is that public relations is highly dynamic. It’s a fast-paced environment, with shifting priorities, real-time storytelling, and collaboration across industries that keeps agency life exciting. It’s not something you can fully prepare for—rather, it’s something you lean into once you’re in it.
To capture that perspective, our CEO, Barbara Goldberg, sat down with our intern, Lauren Rosenblatt, to reflect on how her understanding of PR has evolved since joining the team.
Here’s what she had to say.
Before starting your internship, what did you think PR was…and how has that perception changed?
I initially thought PR would focus on mostly writing and communications, but that has changed. I’ve come to see how much it involves storytelling, relationship building, and long-term brand strategy.
It also shares many similarities with marketing, particularly in its use of social media and influencer partnerships.
What’s one thing you’ve learned here that you definitely didn’t learn in the classroom?
In the classroom, deadlines are usually fixed. In PR, priorities can shift quickly. Clients may change direction or introduce new projects on short notice, and it becomes your responsibility to adapt and execute efficiently.
At the same time, staying aware of current events is essential, as news developments can directly impact clients and call for a timely response.
What’s something about PR that surprised you once you got hands-on experience?
What surprised me most is how varied PR can be. One of the best parts of agency life is the opportunity to work across a variety of industries, from real estate to restaurants to universities, all with unique goals and priorities.
Every client also comes with a different supporting team, bringing new perspectives to every project. It keeps the work engaging and allows you to continuously learn and become more well-rounded.
What’s been your favorite assignment or project and why?
Working on Fortis’ social media has been my favorite. Each month, my mentor and I plan the content calendar and create a mix of posts, from static to carousel to reels.
The most rewarding part is seeing the content go live and knowing I played a role in creating it, along with seeing how it performs and engages the audience.
What’s something you’ve learned about teamwork or collaboration here?
Collaboration is a key part of the work environment. Each day involves working closely with others, whether it’s sharing ideas, supporting team goals, or providing feedback to improve projects.
One aspect I value is our Monday coffee talks, where we come together to discuss current events, industry trends, and pop culture. It is a great way to stay informed and continuously learn.
What do you think makes someone successful in PR?
Project management is essential, especially when managing multiple client accounts and deadlines. Creativity also plays a major role in standing out and keeping content fresh and engaging.
Lastly, a strong work ethic is important, as PR is fast-paced and often requires quick thinking and the ability to act on trends in real time.
What’s one word you’d use to describe agency life?
Fast-paced
If you could sum up your internship experience in one sentence, what would it be?
It has been an amazing opportunity that has taught me so much, pushed me to grow, and allowed me to contribute to meaningful, real-world client projects.