How a Glasgow Girl conquered an Edinburgh based PR Internship

by PR Interns

Friday, July 1st, 2016

I swapped West for East, Sauchiehall Street for Leith Walk and salt ‘n’ vinegar for salt ‘n’ sauce

Emma Sheer - PR Internship

By Emma Sheer

I SWAPPED the subway for the tram and moved from Glasgow to Edinburgh for my PR internship. This is the story of my time in the capital at award winning agency, Holyrood PR.

There’s no denying the East – West divide but the atmosphere was far from hostile when I walked through the door for my first day at Edinburgh agency, Holyrood PR.

I had no idea what to expect from the internship programme nor did I have any previous PR experience so the thought of starting work in the industry was daunting to say the least. However I was instantly made to feel part of the team, the Intern Bible was thrust into my hands and I was quickly set to work on my first press release.

My First Press Release

I can hold my hands up and admit that my first attempt at a press release was completely AWFUL. However, practice makes perfect and after a few attempts I was soon feeling much more confident in my release writing abilities. In my first two weeks I wrote releases for a number of different clients including BUPA, Musselburgh Racecourse and interior design firm, Cate Warren.

My advice would be to just take your time, do some research on the client, look at previous releases and don’t be scared to ask questions! The team are all really approachable and are always on hand to help out with any problems or queries that you might have.

The Dreaded Phone Pitch

Another task I was given, which appeared to be really intimidating at first, was phoning newspapers to pitch potential news stories. I hate having to make phone calls at the best of times, so being faced with calling up news desks across the country seemed scary.  Just keep calm, plan what you’re going to say and know your story inside out. By the end of my time at Holyrood I felt much more relaxed about making phone calls and was a pro at ringing up the likes of The Scotsman and Daily Express.

Although, just as I thought I was starting to blend in and camouflage as a wee Edinburger, someone at lunch clocks my accent and outs me, “You’re no from here then, eh!?”.

The Fun stuff

At the end of my second week I was given the chance to go on location with Craig, the videographer, to film an EU Referendum reaction video. Although this only took an hour or so, it was interesting to see the time and effort that goes into getting the composition, backdrop and lighting just right. I was trusted with the task of holding the microphone, a job which requires a steady hand and limited breathing!

One of the highlights of my internship was getting to taste test a new product from a client, Mackie’s ice cream. Eating pancakes, bacon and black pudding flavoured ice cream at 9am is just all part of the job and my comments ended up being featured in an article on the Deadline News website.Ice Cream - Emma PR Internship

Has it been worth it? You bet.


I think my time at Holyrood has been really worthwhile. I’ve been given a lot more responsibility as an intern than I expected (this is not a tea making and photocopying internship!) and I’ve learned more about the industry than I have in my whole time at uni.

Anyone who’s feeling unsure about whether to pursue a career in Public Relations or are looking to gain some experience in the field. I highly recommend applying for an internship at Holyrood PR. After being in education for nearly 18 years, stepping out into the big world of work can feel terrifying. I was however made to feel completely at ease and I was never left to carry out a task alone.

Whether you already think you’re a public relations whiz kid or are admittedly a complete novice, you’ll be able to gain valuable on-the-job knowledge at Holyrood.

by Emma Sheer for Holyrood PR


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PR Interns

Scottish public relations agency Holyrood PR in Edinburgh, Scotland, runs a rolling programme of placements for PR interns, working alongside our team of PR experts. Many of the most successful PR interns go on to land full time PR jobs with our award-winning Scottish public relations agency.

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