How to land an internship in fashion PR, according to four industry professionals
Words by Genevieve Phelan
Lessons from the best.
As a publicist, I know that PR isn’t all Samantha Jones and rainbows. But I do still have this weird inkling that a lot of budding publicity people are holding out for the perceived glitz and glamourama of it all. You know, the parties, the long lunches, more parties, and lots of fabulous matching pantsuits.
To be totally honest, fashion PR actually does entail a lot of those things (somewhere along the line), but there is much more hard work, relationships-forging, research and years of experience-honing that goes into this artform.
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It’s also fun and rewarding in so many other ways, like the rush of adrenaline you feel when a journalist loves your angle, or you see a client’s face staring back at you in print. It’s about the friends you make along the way, the mentors you look up to, and the all-important psychology of PR.
Over the years (five to be precise), I’ve learned that there is a lot of clipboard holding, spreadsheet building and occasional blundering required in your PR training phase. Would I change a second of it? Nope. But would I urge today’s publicists-in-training to lean on the expertise of publicity pros? Absolutely.
An internship isn’t the only way to get your foot in the door of a great career, but if it’s an option available to you, it can certainly help. I’ve enlisted the help of some of Australia’s finest fashion and lifestyle publicists to dish their personal prerequisites for a unicorn intern. You’ll notice a few common denominators in their advice, too. Turns out, your personality, passion and knowledge of the media landscape will go a long, long way.
Lib Hutton, Director of Project Hutton
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What do you look for in an intern?
A positive attitude and go-getter vibes! Someone who wants to sink their teeth in and has endless initiative. We don’t judge on experience when we recruit interns, it’s all about attitude and a willingness to learn.
What’s the best way for a prospective intern to approach someone they admire for a gig?
Email the director or a senior manager of the agency directly. Do your research to find out who they are and what their direct email is. If you can’t find it, never be afraid to slide into the old DMs [of the company] to get the best contact.
Study the PR company by having a look at some of their recent work and clients. Open your email by acknowledging some of this work, so it shows them you’re actually interested and engaged. I can assure you a cut-and-paste job will be seen through immediately! Keeps things short and punchy – maybe with a bit of background on yourself, why you’re looking for experience at that particular agency and what you can bring to the team.
Without prior experience in the industry, what are some habits that a fashion or PR student can get into (or steps they can take) to show they’re ready to learn?
Consume, consume, consume! Engage in Australian media and all its forms with a voracious appetite. I’m talking podcasts, newspapers, mags, radio, TV – all of the forms. The more you can consume, the better your knowledge will be of the Australian media landscape.
The same goes for social media – engage in all platforms so when you walk into the agency, you already know the biggest names are on TikTok (I embarrassingly still don’t know this). Other important things include learning to multitask, build relationships and connect with people, and to be curious.
Jessy Marshall, Director of Hive HQ
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What do you look for in an intern?
Desire! The world of fashion and beauty can look super glamorous, but above all else, I look for someone with the will and desire to do the hard work. An internship is an incredible way to gain hands-on experience and to ensure that you land the role that you want. It’s not just about what I see in you. [An internship] allows you to see if the industry, or the role, is what you expected and hoped for.
What’s the best way for a prospective intern to approach someone they admire for a gig?
Reach out! If you don’t ask, the answer is always no. PR is all about forming relationships, so email the agency or brand you love. Let them know you like what it is they’re doing, share that you are eager to learn more and offer your time.
Treat your approach like your audition for the role. How will you get noticed? How will you add value? All of these skills are necessary in the industry, so what better way to show you have the right [approach] than through your first impression? If the company doesn’t have openings, stay in touch, check in, show your interest and reach out in a few months’ time to see if anything has changed.
Without prior experience in the industry, what are some habits that a fashion or PR student can get into (or steps they can take) to show they’re ready to learn?
I didn’t have experience in the industry! An internship helped me understand what the fashion and beauty PR world was all about. You need to immerse yourself in the industry. The first and most important quality to show is that you love learning – be hungry to know more, ask questions, absorb information and be curious.
A more practical habit is to be across the industry publications and trendsetters, daily. Honestly, I still check everything and everyone every single day. Learn what agencies are doing, what influencers and talent are saying, who the editors-of-note are, who’s up-and-coming and what trends are happening. You wouldn’t believe how many people don’t have these answers at two or even three years into the industry. It’s the base expectation for our Bees at Hive, and you’ll be far ahead of your peers if you have the insight.
Sophie McGrath, Director of Sophie McGrath PR
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What do you look for in an intern?
I look for a willingness to give things a go, and the confidence to share your insights or any articles that you’ve come across in the media or social media.
What’s the best way for a prospective intern to approach you? How can they reach out?
Broadly speaking, I’d say start with a personalised email to the Director of the PR Agency you’re wanting to work at. Call out some reasons why you’d like to gain experience at the agency, plus examples of past work that are standouts to you. Those little touches in an email go a long way and can make you stand out from the rest.
Without prior experience in the industry, what are some habits that a fashion or PR student can get into (or steps they can take) to show they’re ready to learn?
Fall in love with media. Stay up to date with industry news and follow leading opinion makers within the industry. It’s important to start with a solid understanding of whatever industry you’re planning to enter and if you’re keen on PR, you’ll spend most of your days keeping up to date with trends and reactive news anyway. It helps if you have a real love for it!
Emma Dettre, PR Manager at The Known Agency
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What do you look for in an intern?
Someone who is motivated, positive, keen to learn, forward-thinking and willing to contribute.
What’s the best way for a prospective intern to get in touch for a gig?
Email us, DM us, or get connected via a mutual contact. Show that you have done a bit of research into who we are and what we do. I also love it when prospective interns let us know what they are interested in, specifically.
Without prior experience in the industry, what are some habits that a fashion or PR student can get into (or steps to take) to show they’re ready to learn?
Read magazines, read newspapers and read digital publications. Devour it all with interest. Look at what the media is covering and what is happening in the industry. Soak up industry events, keep exploring and always share your ideas.
Genevieve Phelan is Fashion Journal’s Lifestyle & Careers Columnist. Her writing fuses introspection with investigation, calling on her own personal anecdotes and the advice of admired experts in the realms of intimacy, money, friendship, careers and love. You can find her here and here.
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