I marked the end of my undergraduate studies with internships in both public relations and radio journalism. While both are forms of public communication, radio and PR represent two elements on opposite sides of the media landscape. Each internship required me to adapt to different intentions, tools, and outcomes, which – given the willingness and understanding of media and the nature of each profession – is not an impossible task.
The time I spent in the small newsroom of a student radio station, behind the microphone in quiet communication with the technician, shortening sentences at the monitor, or on the phone with interviewees, stands out in my memory for the connection I felt with the community I am part of – and for whom I prepared the news every week. A specific feature of student radio, and therefore the university newsroom where I began my radio adventure, is the “by students, for students” concept – returning the effort back to the group of young people I myself belong to. Radio instilled in me the habit of following student organization Instagram accounts, noticing new posters in faculty hallways, and engaging actively with every aspect of student life – not just those I was personally interested in. While in the radio newsroom I had the chance to sit behind the mic at least twice a week and reach any listener tuned in via the airwaves, public relations offers a slightly different approach to audience engagement.
Nonetheless, constant curiosity and staying up to date with trends and news are common threads across all media professions, including both radio and PR. PR may not offer the loyal audience that characterizes traditional media, but it is built on a deep understanding of the surrounding environment, the profession, colleagues, and ultimately, on creating and skillfully maintaining interpersonal relationships. Media literacy and knowledge of the target audience are prerequisites for every written press release, attended event, or completed meeting. Meeting colleagues, guests, and agency partners at events like an office warming party helped me understand the importance of human warmth and connection in this profession. I’ve become more aware of the weight that timeliness and awareness carry in communications, and of the responsibility PR professionals have not only to their clients but also to the public.
The beauty of media and communications lies in one common element – connection. Although the age of digital media brings with it a risk of dehumanization and depersonalization of relationships, I believe that through conscientious work, connecting people and maintaining responsibility toward the audience remain the most important tasks of both media and public relations.
