The Cycle

by Nikki Lakin in , ,


True or False: Education is meant to be your top priority while in college.

At any other school, that's true. At FIT, that’s a hard value to keep up, since the nature of the school is to use the resources of NYC to its advantage and get into the workforce immediately. It’s inevitable that you’ll be an intern right from the get-go, or at least a volunteer for NYFW at some point your freshman year. The importance of our schooling gets lost amidst the crazy quest for the best internships and making connections with CEOs at nightclubs.

My freshman year, I, too, fell to this naïve idea and picked up two internships. First-year classes like mass communications and how-to-use-Microsoft-Office were nothing short of boring and I let all the material I should’ve retained fly right over my head.

Enter sophomore year, and the content of the classes began to change. One requirement was a class called Publicity Workshop, where we learned about what publicists do and how to create press kits. Everyone at FIT at some point “wants to work in PR,” and although being a publicist may appear to be a glamorous job, it’s not. Plus, a publicist doesn’t just make celebrities look good - every business, brand, and company needs a publicist.

One class was devoted to event planning. I didn’t realize at the time that one responsibility of publicists, among the many that they have, is to organize an event that a brand wants to have. And they don’t just put it together, they also write up the press release and then send that out to the media.

 NYC PR Girls

NYC PR Girls

As tedious as the work is, publicists have to stay composed. I learned that no matter what, when someone from the media is invited to an event and shows up at it, the publicist has to cater to their every. Single. Need. Why? It’s simple: so that they get good press. And that’s publicity. It’s a lot to execute, but it’s all for one reason.

When my internship started at Guest of a Guest in January, I knew that I would be covering events, but that was the extent of it I knew at that point. I started picking up more and more parties to cover and noticed a trend in how I was being treated. Someone would come up to me, tell me the firm they worked for, and then say in uptalk, “Thank you so much for coming! We’re so glad to have you here! Is there anything you need? Are you hungry? Do you want a cocktail menu? Don’t worry, we’ll take care of evvvvverything.”

I realized that what I learned in school about public relations had come full circle with my experience in the media and technically as part of the press. This has been a unique way to learn about public relations. We get invited to events and press releases about parties. PR firms want their events, brands, and sponsors to be written about in the media, and in a good light. What I’m doing here is so crucial to their business, and I had no idea. To return the favor for being so welcoming to me at these events, I pay it forward and write sincere reviews about the events.

The attributes of academia may seem time-consuming and as students in NYC, we may believe that education comes solely from experience. Take it from me - use what you learn and apply it to your internship. It really does come full circle.