Stepping into the world of public relations as an intern, I quickly discovered that success isn’t just about crafting catchy headlines or perfecting press releases. Unlike the classroom, where assumptions fill in the gaps, real client work demands curiosity, clarity, and a strategic mindset.
Embracing thoughtful inquiry has transformed my experience at Mutant, helping to create an environment that balances my learnings from school and engage in client work. If you are looking for an unfiltered journal from a Mutant intern, here’s an all-in-one Public Relations Playbook for a head start at Mutant!
1. Navigating the unpredictability of the communications world – deadlines, rejections, and (internal) crisis
The first thing anyone in this industry tells you on your first day is, “PR is very fast-paced!” They aren’t kidding. It is definitely fast-paced, and navigating the unpredictability of the communications world can give you an internal crisis.
On my first day, I was added to various Slack channels, client WhatsApp chats, and tasked with media monitoring for three clients. I never understood when people talked about taking mental health walks until that day at 4 pm, when I felt like I would cry if I heard another ping.
While the workload can become increasingly overwhelming over time (speaking from experience), you also learn how to handle multiple assets at once. Gone are the days of focusing solely on one or two assignments per week, taking your time to finish them own-time-own-target.
Now, you’ll have clients to deal with – and with multiple assets, you have no choice but to manage your time differently. The work pushes you to be quick, productive, and efficient. The one key effort that I always found helpful, even when it’s busy times, is reading through assets as they come in, so that I stay updated and build overall client knowledge. Yes – even when I wasn’t working on the assets directly! This experience is crucial for developing a robust PR strategy in 2025.
2. Building relationships with the media as an introvert
If you’re anything like me, public speaking is not your forte, calling up media persons, journalists, and producers alike is wayyyy out of your comfort zone, and speaking to them one-on-one at media events is a personal nightmare. But these interactions are a key component of working in public relations, so if you’re an introvert who wants a career in this field, you have to learn how to manage them, even when they’re incredibly overwhelming.
The way I’ve managed it? Finding small moments of fulfilment in these otherwise nerve-wracking situations.
While academic settings stress clear communication and networking, they don’t always prepare you for making genuine connections. Schools teach you the foundational tools to craft pitches and press releases, but they rarely capture the urgency of being able to answer questions on the spot or guide a conversation with a journalist based on nuanced, up-to-date client knowledge. It requires putting yourself out there, but the sense of accomplishment when you do it successfully? It’s unmatched. This hands-on experience truly shapes an effective public relations strategy.
How to navigate PR as an introvert
Stepping into public relations can be daunting, especially if you’re an introvert. The fast-paced environment, constant communication, and need for networking might seem overwhelming. However, by embracing strategic approaches and honing key skills, you can thrive in this exciting field. Here’s how to navigate PR strategies successfully, even if you prefer quiet contemplation to constant chatter.
1. Be knowledgeable about your client and all the details. Read, read, and read!
The most crucial, yet often underestimated, aspect of working in PR is developing a deep understanding of your client. While it can be challenging during peak periods, start by immersing yourself in everything related to their brand, industry, competitors, recent news, and even their challenges and aspirations. The best PR professionals don’t just skim the surface – they become walking encyclopedias about their clients. This deep dive is essential to any successful PR strategy.
Having solid background knowledge empowers you to guide conversations confidently and meaningfully. Imagine being on a call with a journalist and having to respond with, “Erm, let me check with my colleague first.” It’s not just awkward; it also kills the momentum of the conversation.
Regardless of how friendly or informal the interaction is, meaningful dialogue can’t happen without a firm grasp of the subject matter. As you get to know your client inside out, you can anticipate questions, provide insightful answers, and steer discussions toward productive outcomes. This is particularly vital in B2B public relations, where specific industry knowledge is necessary.
2. Embrace the art of small talk
At media events, your purpose isn’t to pitch a story or push a business agenda. Instead, these moments are opportunities to build authentic relationships with journalists, who are key partners in your PR efforts. This is where the art of small talk becomes invaluable.
Small talk isn’t about filling silence with meaningless chatter – it’s about creating a comfortable space where both parties can connect as people, not just professionals. Rather than approaching a journalist with a transactional mindset (“Can you feature my story?”), think of these interactions as getting to know them on a personal level. As our CEO, Joe, wisely put it, “We need the journalists and reporters, and they need us, too.” Recognising this mutual reliance fosters respect and openness, and helps to reduce pressure about any perceived power dynamics. This mutual reliance is key to effective public relations in marketing.
When engaging in small talk, find common ground within professional boundaries, such as shared industry experiences, recent media trends, or even mutual interests related to your client’s sector. My experience at a large-scale media event taught me this: when I mustered the courage to have a personal chat with a journalist, he was incredibly open to sharing about his job once I expressed my genuine curiosity. This allowed me to carry the conversation without feeling any pressure, and I learned more about the media industry. Conversations like these can lay the foundation for trust and collaboration, making future pitches more natural and effective. And of course, don’t talk about the weather.
3. Welcome criticism to manage expectations
School is all about getting feedback – whether from professors or peers, you’re constantly being evaluated, scored, and told what to do to improve. This dynamic is similar to what you’ll find with your team at work. However, when clients are thrown into the mix, things can feel very different.
Every day, you’ll handle rejections, constructive criticism, and sky-high expectations – and this can feel vastly different from working with friends and classmates. I once had to rewrite an asset four times (not edit, but rewrite) within the same week, as the client didn’t have a clear vision in mind and thus couldn’t provide a solid brief. It took four drafts to finally nail it. I found that resilience is a key part of any successful PR strategy.
While the relationship and trust between you and your client take time to build, understand that you’ll rarely ever receive a “perfect score” on a press release or deck. There will always be questions and feedback, requests for changes, last-minute edits, and new directions. It’s just part of the process – and learning to roll with it rather than taking it personally will help you stay motivated.
Mostly, when it comes to clients, what I’ve learned is this: if you keep to your promises and stick closely to deadlines, you’ll be rewarded with lesser OT and fuller lunch breaks. (It’s not as if you’re in school and you’ll get extra grades for turning in work early, after all.)
4. Recognise that everything is a negotiation
Negotiation isn’t limited to contracts or client deals – it’s woven into every aspect of the job. Whether you’re managing deadlines, prioritising tasks, or working on a million different slides, every interaction involves some form of negotiation. Recognising this early helped me approach each situation with more intention, seeking solutions that benefit both the team and myself. Especially in a collaborative environment, it’s easy to get lost in the shuffle. Being open to conversations and proactively sharing what you can offer helps your team understand what you can bring to the table (yes, even as an intern!). This negotiation skill is a crucial component of a robust B2B PR strategy.
A common misconception for interns is that you must say yes to every request to prove your worth. While enthusiasm is important, it is equally vital to set boundaries. You don’t have to feel obligated to take on every task, but you also shouldn’t default to saying no. Instead, assess your daily and weekly capacity and communicate clearly about what you can realistically handle. When unsure, speaking to my manager helped foster mutual respect and trust within the team.
Overcommunication should be your daily mantra. At Mutant, projects often span multiple accounts and involve diverse teams. I found that consistently updating teammates, clarifying expectations, and sharing progress helped me prevent misunderstandings and ensure everyone is aligned. Especially for Mutant’s flexible hybrid work environment, this level of communication is even more critical to maintain cohesion and momentum between submission deadlines.
5. Ask the right questions
One of the most surprising lessons from my internship at Mutant wasn’t about writing the perfect press release or landing media coverage – it was about asking the right questions. This skill, often overlooked in the classroom, became the foundation for creating impactful assets and building strong client relationships. This is a vital part of any effective public relations strategy.
From classroom assumptions to real-world curiosity
In school, writing assignments often require you to fill in the blanks. You are usually given a scenario: “Write a campaign pitch!”. But you soon realise there’s little context. Who is the client? What’s the campaign for? Who are the target audiences? Without a real client to consult, you are forced to make assumptions and invent details.
But in the real world of PR, assumptions can get you fired. Rather than guessing, ask the question. When you finally have a client, you can ask questions, you realise just how much you need to know and how valuable it is to ask questions that can help you do your job faster, more efficiently, and more effectively. Suddenly, curiosity isn’t just a trait – it’s a necessity.
Take the time to understand your client
Media assets that stand out don’t just look good – they resonate with both the client and the audience. Before crafting any media asset, be it a press release, pitch, or social post, it is essential to digest the client’s needs and brand message. This means taking the time to truly listen and be curious about their business. What are their goals? What makes their brand unique? What challenges are they facing? What do they want this asset to help them achieve? The more you understand, the better you can align your work with their vision. This approach is key to any public relations strategy.
Distilling the important questions
With real clients, you will find yourself overwhelmed by the sheer number of questions you could ask. The challenge is to distil these down to the most important ones and the ones that will drive your work forward. I found that focusing on business goals, stakeholder expectations, and areas needing more coverage provided a strong foundation for most projects. With the right questions, you not only gain clarity but also build trust with clients, showing that you care about their business and are committed to delivering results that matter.
What to expect at Mutant
My internship at Mutant unveiled a truth often understated in textbooks – successful public relations isn’t about perfecting a pitch or generating the highest number of coverage. It’s a nuanced blend of diligent preparation and authentic human connection. Aside from meeting KPIs, be inquisitive, build deep client knowledge, and hone the adaptability required to manage yourself, your team, and your clients. Every bit is underscored with the importance of being present, proactive, and genuinely curious.
By interning with Mutant, I’m now equipped with practical skills that you have touched on in school, and hands-on experience that has redefined what it means to be an effective and strategic communicator in this PR world. If you’re looking for a comprehensive public relations playbook, this is just the beginning.
At the end of the day, the lessons that stick aren’t found in lecture slides – they’re earned in the wild, unpredictable world beyond the classroom.
If you’re seeking a public relations agency in Singapore that offers expert guidance, including copywriting services in Singapore and social media content services, to help you navigate the complexities of modern PR and implement an effective public relations strategy, reach out to us at [email protected].