Strategic Public Relations internship puts theory into practice
Postgraduate Media and Communications students can complete a placement with a host organisation for 20 days to cap off their coursework degree. The internships provide work-integrated learning opportunities to enhance our students' employability.
When Boyi Zhang stepped into Havas Red Australia's Sydney office for his internship, there was uncertainty about what to expect. The Master of Strategic Public Relations student amassed a repertoire of academic knowledge, but he was unsure how it would translate into the real profession. Over ten weeks, Boyi put theory into practice and discovered the excitement and challenges of working in PR firsthand.
From the very first day, it was clear this was no classroom exercise.
Each morning Boyi worked on daily media reports for a client, summarising news from the energy sector. This tested his speed and precision. His mentors, Tanisha and Allan, guided Boyi in streamlining the process to produce sharp, concise updates in under an hour.
It was a crash course in prioritising what matters, a skill I’ve realised is invaluable in the fast-paced PR world.
Strategic Public Relations student Boyi Zhang (on the right) with his mentor at Havas Red Australia
Some tasks pushed Boyi out of his comfort zone, like crafting a media release to announce a senior appointment for one of the agency’s clients. Boyi had to dig deep to create content that resonated with audiences, and weaved a narrative that aligned with the brand, while maintaining a professional tone.
Boyi's highlight of the internship was writing a bylined article for Fujitsu about their AI traffic system, a project designed to reduce congestion in Australian cities. The task required a blend of technical research and storytelling. Boyi framed the article as a story rather than just listing the system’s benefits to also engage non-technical readers.
Seeing the published article was not just gratifying—it was a validation of everything I’d learned, from crafting a compelling narrative to tailoring content for specific audiences.
Boyi was impressed by the speed at which seasoned PR professionals craft media pitches—and perhaps a little intimidated. While he attained a wealth of knowledge from his course, Boyi would work on refining certain practical skills to meet the demands of a high-performing team. Boyi found that realisation rather motivating giving him a clear idea of where to focus when transitioning to the industry full-time.
The biggest takeaway from the internship was that PR isn’t just about writing releases or managing campaigns; it’s about building relationships—whether with clients, colleagues, or the public.
His mentors showed Boyi the importance of empathy, adaptability, and teamwork. "These 'soft skills' aren’t just nice to have—they’re the foundation of a successful career in PR," he explains.
Boyi reflects on his internship at Havas Red with a deep sense of gratitude. The experience provided more than just a peek into the PR world—it gave confidence in his ability to thrive in it. Whether it’s crafting stories, connecting with audiences, or learning to pivot under pressure, Boyi now feels ready to take on this dynamic industry’s challenges.
About Boyi Zhang
Boyi Zhang recently finished the Master of Strategic Public Relations at the University of Sydney, specialising in corporate PR and crisis communication. With a strong foundation in public relations theory and practical expertise, Boyi is passionate about crafting impactful narratives and driving effective communication strategies.
This news article has been adapted from a report originally written by Boyi Zhang for the MECO6928: Media and Communication Internship unit of study.