Overall knowledge acquisition at Watermelon Communications

Hi everyone,

This will be my last post about my internship at Watermelon Communications. I will be reflecting on my experience during my internship placement. I observed and learn a lot during this internship as it gave me an opportunity to be take my first step out to the working world.  The experience I gained is too much to written in just one blog. I shall touch on the most basic PR activity.

The most basic job scope – media monitoring. In Curtin, I learnt that media monitoring is to monitor newspapers, magazines and online for coverage. Although I knew that was for evaluation purpose, I thought all these evaluation methods are written “for the sake of the report”.

However, during my internship at Watermelon Communications, I learnt that media monitoring is actually a very important aspect in public relations. Other than monitoring coverage, screenshots have to be made and compiled into a coverage report to be sent to the client. The success and failure of the each PR initiative, be it traditional PR or digital PR depends on the numbers and type of coverage.

In depth discussions will revolve around the coverage report, to decide on the next direction and requirements of upcoming campaign. The objectives and methods will be amended according to it. Clients learnt from the procedure and results of the coverage report. Other than it, the coverage also allow client to see a balance and clear picture of their positioning in the industry.

From just media monitoring, I learnt to look at different aspects of PR activities in different perspectives. Every activity plays a different role and each of it is impactful to PR initiatives. Other than that, I have also learnt how to work better in a team.

I mentioned in my first blog post that corporate culture is very important in a company. The corporate culture in Watermelon Communications also allows me to speak out comfortably whenever my opinions differ from my colleagues. The comfortable working environment allows me perform and learn. I believe that the experience I have gained in Watermelon Communication will assist me to be prepared for the PR industry when I graduate from Curtin Singapore.

All in all, besides dreading to wake up early everyday for work, i LOVE my internship placement at Watermelon Communications.

SONG XINYING

15646570

CURTIN SINGAPORE