Rubin says internships play vital role in preparing students for P.R. careers

Larry Rubin, president of O'ND Public Relations, spoke to students seeking careers in communications on how to prepare for their career.

by Melissa Lessig news editor

A key to achieving success when entering the world of employment is internships.

They offer experience and employers look for this in job candidates.

Larry Rubin, president of O'ND Public Relations, spoke to students preparing for careers in the field of communications on Thursday, Nov. 12 in the Widener Center Lecture Hall.

"I would certainly recommend seeking an internship. It looks good," Rubin said. "Future employers want to know that you have had that experience."

As a professional in the field of public relations, Rubin mainly focused on explaining public relations and describing the main components of good public relations.

Rubin said public relations is the art of influence.

He said it is an effective method of getting out a desired message to the public.

It is a way to target a variety of media.

Public relations is also used to change perceptions, according to Rubin.

Rubin also emphasized that in an increasingly competitive business world, public relations can help to defeat competition.

However, Rubin said that the objectives that the public relations group establish must be clearly defined.

You must know the public you are talking to and how target them.

He said that the tool of public relations is less expensive than a total marketing campaign.

According to Rubin, public relations is minimal in cost and just as effective.

He said first know how to write The second step is to seek internships.

According to Rubin , internships will make you feel good ai well as give you an idea oJ whether or not you can succeed ir your job.

The third step is to learn the media.

Rubin said to read newspapen and magazines and always bt looking for information.

According to Rubin, these thret steps can relate to any communi· cations profession and will enhance career opportunities.

Another advantage of public relations is that it goes through all the clutter and refines the message, according to Rubin.

Rubin explained that if one is choosing public relations as a career, one must realize the various opportunities within this field.

One can work for an agency or for one company.

Also one can chose between financial, sports, entertainment or crisis public relations, for example.

Rubin coined three terms as essential to public relations.

He said these are "accessibility, responsiveness and honesty."

In conclusion, Rubin gave students three steps in preparing for a career in communications.