Top 5 lessons from a PR intern: Everything you should know about agency life in Singapore

If you had asked me six months ago what PR interns would be doing, I’d say, “writing press releases and responding to emails.” And here I am today, with visual work for actual campaigns under my belt, sitting in on client meetings, and contributing to stories that make their way into the world.

Working as an intern for SYNC let me get a glimpse of how action-packed agency lifestyle is. I got a behind-the-curtains view of PR as it relates to media but also from a creative and strategic standpoint. Here are five lessons I’ll carry away from this experience.

1. Knowing what goes on at a PR agency

I had a vague understanding of public relations before coming to SYNC. While I picked up plenty of practical skills during my internship, I think I learned even more about how a real PR agency works day in and day out.

At SYNC, I gained firsthand insight into the inner workings of a PR agency. I saw how account managers, writers, designers, and other team members worked together to bring campaigns to life. That entailed writing press releases and media kits, designing graphics and ensuring everything aligned with the client’s goals. I also saw how the team talks to clients, iterating on ideas, responding to feedback and keeping the work on track. It gave me a clear picture of the immense backstage work that precedes every public message.

By attending meetings weekly and helping on real projects, I learned how PR work is organised, how client relations are nurtured, and how deliverables are scrutinised and polished before being sent out. This got me a better idea of how PR works and how even the interns had a role.

2. Startup agencies chuck you in the “Deep End”

 Unlike a typical agency where interns are kept busy with administrative responsibilities, at SYNC, interns are considered valuable contributors from the start. In my initial two-week period, I was already contributing to real content, working on live client projects and getting involved with creative planning meetings with the team.

I was struck by how much the interns were trusted by the team. Instead of handing me repetitive or trivial tasks, they allowed me to try, contribute ideas and take ownership on my own even when it meant I would make mistakes and learn from them. Such an environment hones confidence and accountability.

Getting thrown in the deep end like this helps you pick things up fast. You learn PR quickly, you learn to deal with uncertainty, you take responsibility and you learn what are the right questions to ask. It’s challenging but rewarding.

3. You’re not only studying PR – You’re writing the kind of stories that get attention

Before starting my internship at SYNC, I thought public relations was mostly about writing press releases and contacting the media. But I quickly realised that visual content can be even more important to defining a brand message.

At SYNC, I primarily designed posters and social visuals and edited short-form videos. These assets were used in multiple campaigns to help clients communicate their message. I learned how to follow brand guidelines, reformat content for a variety of mediums, and make sure everything laid out visually exactly how the message intended. Getting that hands-on training has allowed me to stand back and see everything in a bigger context: in PR today, visual storytelling is critically important in addition to the written word.

4. Writing for brands requires a balance of Gen Z creativity and professionalism

I’ve always been attracted to designs that are fresh, expressive, and a tad playful, perhaps influenced by the Gen Z aesthetic that I see on the internet. I always like to try out different colors, compositions, and little creative bits to add to the visuals and make them more interesting.

But during my work stint at SYNC, I am learning that not every brand craves that type of energy. A fintech organisation might want to convey a clean, trustworthy tone. A B2B client may want minimalism and order. I had to learn how to modulate my style to fit each client. Sometimes, that involved “toning things down,” while at other times it involved moving from “fun” to “functional.”

In the process of writing and learning from real projects, I was able to bring my design voice into relationship with brand expectations, creating content that is both professional and fresh, visually engaging. It’s something I’ll keep refining – finding that balance between creativity and clear, purposeful communication.

5. Feedback & Collaboration is Important – Especially if We Work Remote

I learned while working at a remote-first agency like SYNC that good communication is at the centre of everything: the way you manage your tasks, the way you get better by receiving feedback. Left without the structure of a physical office, I needed to be a self-starter: scheduling my day, meeting deadlines, keeping the team in the loop through platforms like Slack.

As I adjusted to working remotely, feedback became one of the most impactful parts of my learning. I also came to realise that, rather than as corrections, comments represent opportunities to improve the work and solidify the outcome. In an agency environment with input from account managers, senior writers, and clients, feedback is very much part of the conversation and a catalyst for improved work.

What was most impactful was learning how to react. I got bolder about asking questions, making sure my expectations were understood, and processing their suggestions immediately. With time, I also got good at articulating my thoughts.

It was something that allowed me to grow as a creator and collaborator. It trained me in responsibility, motivation, and communication as much as in the work itself.

PR agency life is versatile and demanding but fun!

This internship gave me hands-on insight into how a PR agency truly operates. Through active involvement in real campaigns, I gained a deeper understanding of the creative process – from concept to execution, and how each part contributes to a successful outcome.

Do you have your own lessons or stories from the world of PR? Please share! The SYNC team is always interested in creative ideas and fun stories. Drop us a line at hello(a)syncpr.co.