Business Goal: To train obtain practical experience in the Public Relations field, and a good reference for business experience. Talking about the good experience at the firm and get additional support. Interns that are skilled and carry on the reputation of the company at other places.

Statement of Problem: In order to get intern to be integrated into the public relations firm and trained in how to conduct business on a professional level.

Research: What we feel we need to know practically speaking, and based on what the firm does. Adding knowledge about the elements about the real skills to start in a job.

Situational Analysis: What the strengths and weaknesses of the individual firm are. The opportunities presented to uniquely strengthen particular areas for an intern.

Communications Goals: To completely convey and hone the skills needed to succeed in Public Relations. To integrate interns into the PR team. 

Objectives: Have client contact, experience in writing, pitching. Take-away portfolio of work completed. Having the opportunity to speak to executives and key team members.

Key Audiences: PR firms in Los Angeles. 

Key Messages: Something to show for the work they are doing that will matter. They will get a wide range of experience and skills.

Strategies/Tactics:

Day 1:
Introduce to everyone on your team - or everyone that is a player and a tour of the office, background of the company, what everyone does and who to report to or ask question about XYZ, dress code, housekeeping.

By end of first week:
Acclimation to clients and their products, what they do, and what the PR firm does for them. Information at lunchtime with supervisor - adopt an office mentor.

Week 2:
Be involved with office projects, listening in on client and team calls. Start getting CC'd on the interesting or important parts of projects and clients to become more knowledgeable. Set business, communications, and job performance goals. After-work socialization opportunities.

Week 3:
Get to know our main writers and media contacts. Have some experience in contacting media. Background on the most important projects and contacts involved in those projects.

Week 4:
Start writing something for clients, drafts and feedback on pitches, releases, or whatever is needed. Have another lunch with someone else in the firm to learn about their job and experience.
Get an evaluation on how well you're performing in the job.

Week 5:
Continue writing, contacting media, keep up with tasks and be involved in special events or other aspects of PR work done by the firm.

Week 6:
Understanding how the PR company handles internal communication and be involved in some kind of internal project. 

Week 7:
Understand the types of clients and outreach done to gain business for the PR company. New business insight and how it is gained.

Week 8:
Be comfortable working with clients, media, other employees, and writing. Evaluation of internship performance, lunch with SVP (who pays), - and job offer! Self-evaluation to see what has been learned of your own strengths and weaknesses. Make comparison to see how to use your skills to be successful.