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Shannon Russell
blog posts and experience passports, to help travelers and residents make the most of their Cleveland experience. As someone who has been a Cleveland fan since birth, I knew this kind of work was something I wanted to be a part of.
After the panel, I became a member of PRSSA Kent’s executive board and got involved in other extracurriculars to improve my resume. In Fall 2024, I attended ICON (PRSSA’s national conference), where I met Destination Cleveland’s Senior Public Relations Manager Jen Brasdovich. I expressed my interest in interning for the company, and she was able to recommend me for the internship, which I eventually landed. It was very satisfying to have my long term goal pay off, and I am very thankful for how PRSSA Kent helped me get there. At my internship, I am a member of the content team. I write blog posts for the Destination Cleveland blog, including trip planners and landmark spotlights. I also conduct market research and content audits for the Destination Cleveland website and make recommendations to improve user experience. Finally, I help brainstorm and execute messaging and creative for each seasonal content plan. Being a part of this collaborative, supportive and creative environment has been nothing short of special. Although this isn’t a typical public relations internship, I still use public relations skills in my role every day. A large part of my role is writing, specifically in AP style, which is a foundational public relations skill. In all of the content I write or engage with, I also have to ensure I am writing strategically and clearly so that content resonates with the target audience. Finally, the recommendations I make are all backed by research, which is another key public relations skill. Overall, I am having a great time at my internship and I am thankful for the opportunity to grow my strategic communication and public relations skills. I recommend for PRSSA Kent members to get more involved with the organization and to take chances because you never know what opportunities could come from it.
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Additionally, I was responsible for developing trend reports to inform strategic decisions and I gained corporate exposure by attending weekly PR meetings. One of my more unique tasks was identifying fraudulent accounts to maintain brand integrity.
One of the most challenging aspects of my internship was managing the analytics and performance reports for multiple social media platforms simultaneously. I initially thought the data analysis would be overwhelming, especially when tracking audience engagement, analyzing competitor activity, and compiling trend reports for strategic decisions. But I quickly realized that breaking the work into smaller, manageable chunks and using the tools at my disposal made the process much more efficient. The more I worked with the data, the easier it became to spot patterns and trends that could influence future strategies. What I thought would be a struggle, organizing and interpreting a large volume of data, turned out to be one of the most rewarding and enjoyable aspects of the job. It not only improved my analytical skills but also gave me a deeper understanding of how data-driven decisions shape a corporate social media strategy. I enjoyed learning how much data analysis goes into a corporate social media strategy. It was fun to have hands-on experience with audience behavior and trend reporting. While the exposure was incredible, what truly stood out to me was how impactful a positive and caring work environment can be. Every person I collaborated with was more than willing to help further my education in corporate communication.
The Delta Experience One of the many standout moments of my internship was attending Delta’s Q2 Earnings Town Hall. Being in the presence of Ed Bastian, Delta’s CEO, was nothing short of inspiring. His dedication to the company’s vision and his approachable demeanor left a lasting impression on me and many other employees. This event was not just about financial results but also a testament to how deeply Delta values transparency and communication within its workforce. Another personal highlight was meeting Paralympian Mallory Weggemann through Delta’s partnership with Team USA. Her story of resilience and triumph was truly motivational, and her visit underscored Delta’s commitment to celebrating and supporting diverse and exceptional individuals. It was a privilege to hear her speak and witness the impact of her journey. Exploring Delta's Legacy Behind-the-scenes tours of Delta’s facilities such as the Delta Flight Museum and Delta Tech Ops provided an insightful look into the airline’s storied history and cutting-edge technology. The Flight Museum, with its collections of aircraft and memorabilia, was a glimpse into Delta’s evolution over the years. Additionally, Delta Tech Ops showcased the impressive scale and sophistication of Delta’s maintenance operations, highlighting its dedication to safety and innovation. Diving into the Role My role within the HR Communications team was dynamic and multifaceted. I was deeply involved in creating communications plans and supporting various projects, including content creation and intranet migration. Each project was a new challenge and opportunity to apply my skills, and I appreciated the chance to contribute meaningfully to Delta’s communication efforts. Collaborating with talented professionals from various departments broadened my understanding of the business and allowed me to build a diverse network. The insights I gained from these interactions were invaluable and contributed to my overall growth during the internship. Personal Adventures Beyond work, this internship was a gateway to incredible personal experiences. Over the past three months, I had the chance to explore four new countries and visit Europe for the first time. From marveling at the Eiffel Tower and Notre Dame to savoring a genuine Belgian waffle, each experience was a million dreams come true. My travels also took me to California, where I enjoyed Disneyland for the first time. Collecting trading cards from Delta pilots added a personal touch to my journey and further connected me to the airline’s culture. Learning the Delta Difference Throughout my time at Delta, several key takeaways stood out:
My internship at Delta Air Lines was an amazing journey of professional development and personal growth. The experience solidified my admiration for the company and the airline industry as a whole. As I move forward, I will carry with me not only the skills and knowledge gained but also the inspiration drawn from Delta’s exceptional people and their unwavering commitment to Keep Climbing. I want to thank everyone at Delta for an unforgettable summer and for showing me what it truly means to be a part of something extraordinary.
I previously thought I wanted to go into corporate public relations, but I enjoyed the work I did with Vitamix’s partnering agency, Marcus Thomas. I'm looking forward to getting agency experience.
While at Vitamix, I worked on a variety of tasks, ranging from writing press releases to conducting competitive media audits to assess our performance in comparison to our competitors. During my first full week, I was tasked with writing a press release to coincide with a Mother's Day event the company had held before I worked with the company. The press release was on the results of a maternal wellness survey Vitamix conducted to find out what the barriers are for mothers to achieve whole food nutrition and wellness in their lives. We found that by utilizing small kitchen appliances like blenders, mothers can save time in the kitchen and focus more on their health and not just their families. This was the first time I wrote in the brand voice, and I enjoyed it. The press release secured the highest syndications and pick-ups ever since partnering with Marcus Thomas in 2020. I was extremely proud of myself and glad I got to do that for the company. I also got the chance to do a couple of creative projects that utilized my creative and design skills. I encourage all young Public Relations students to get an internship in a sector of Public Relations they want to go into and also a sector they do not want to go into so that they can diversify their public relations skills pre-graduation. This internship showed me that corporate public relations is an industry I am good at and should consider pursuing a career in. |
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