From Fashion to Food and even Farming
3 key learnings from a 3-month internship
by Kelly Oglesby
In college, I had a module titled ‘Communication, Culture and the Environment’ that included students sharing their knowledge and experiences about farming, sustainability, and the agricultural sector. I had no prior interest in the industry, but I remember thinking that I wish I knew more about the topic of farming and food production instead of only having insights into the fashion and beauty industries.
My B.A. course in Communications came to an end in 2020 and I decided to pursue an MSc in PR & Strategic Communications. The programme consisted of a three-month placement which grabbed my attention as I was curious to learn more. Fast-forward to this summer, and I commenced an internship at &Smyth Creative Communications. I already had a DCU mentor/mentee relationship with current Account Manager Katie Boyle, who briefed me on the kind of clients &Smyth works with particularly in the food, drink, and agriculture sector.
I knew it would push me outside of my comfort zone, but I was eager to learn and saw that I could not only learn about the world of PR and Communications but also get to educate myself further on this topic which I was already intrigued about. I got to work on a range of different projects spanning the food, drink and Agri sector including Bord Bia’s National Potato Day, Cybercolors, Kate’s Kitchen, ICBI Irish Beer Map, Certified Irish Angus, Farmers To Market and Nuffield Ireland. I found that every day was different and I learned so much but the three key learnings from my internship are as follows:
1. Measurement & Evaluation:
Completing activity reports for clients has led me to observe how useful they are when it comes to analysing the success of a project and seeing what worked and what could be improved. These learnings can be carried over to optimise future campaigns.
2. The relationship between PR professionals and journalists:
It is key to familiarise yourself with what topics journalists write, and for which relevant sector. This information is key when it comes to sending out press releases or pitches on behalf of clients so that news may be picked up and result in media coverage. To help me grasp the Irish media landscape, I listened to current affairs on the radio every morning and started reading newspapers at weekends. Every Monday, our team had a meeting and discussed recent events and news stories which were helpful.
3. Campaign planning:
Throughout my internship, I supported on many campaigns, but I was involved in Bord Bia’s National Potato Day from start to finish which was a great experience. I enjoyed the brainstorms, attending the launch photocall and helping to coordinate a recipe meal kit product drop. In my twelve weeks of interning, I learned the necessity to keep on top of deadlines as there needs to be time dedicated for client feedback, logistics and preparation of materials. As National Potato Day was centred around one day it meant that all tactics had to take place at the same time, so it showed me the importance of having a clear timeline. Within campaign planning, I also learned about budgets and management of same, and that it should always be used as proficiently as possible to result in the best use of spend for the client.
Chef Kwanghi Chan - Lead ambassador for Bord Bia’s National Potato Day
The &Smyth team welcomed me with open arms (not literally because of Covid...) and included me in every possible way they could, always providing context in meetings for any decisions being made to help further my learnings. As my internship comes to an end, I can walk away knowing that I have gained invaluable experience at &Smyth. I have realised that it is so important to keep an open mind seeking to gain experience in any area because sometimes, the things that you thought weren’t for you, can benefit you in more ways than one!