Q. Why did you choose to apply for an internship with UMass News and Media Relations? What are your day-to-day responsibilities?
A: My name is Colby Sears, and I am a senior journalism major here at UMass. I’m currently interning at UMass News & Media Relations, where I specialize in developing social media campaigns for the University, analyzing social media analytics and writing news features to be distributed to the campus community and local media.
During my sophomore year, I decided to get involved on campus by working as a news correspondent at the Massachusetts Daily Collegian. I soon became an assistant news editor at the daily paper, where I learned what it means to be both passionate and proud of the work I do while working on deadline for publication. The Collegian helped me fine-tune my writing and reporting skills and I learned how to work quickly in a fast-paced newsroom environment.
Despite the amazing experience I had spending late nights in the Collegian offices readying the next day’s news section, I decided that I’d instead like to get involved in the other side of news: distributing it rather than reporting it. So I spoke with internship coordinator B.J. Roche about what the best route might be to pursue my interests in public relations, and she recommended I apply to News & Media Relations for a spring 2016 internship. I’m now in my second semester at the office, working under the Executive Director of Strategic Communications Ed Blaguszewski.
Q: What is your strategy for social media? Do you have any social media best practices that have helped you in your internship?
A: If I’ve learned one thing about social media during my time at the News Office, it’s that you have to know your audience and the channels you’re using to reach them. Each of the official UMass Amherst social media pages – Facebook, Twitter, Instagram and LinkedIn – encourages users to interact with and react to content differently. Posts have to be tailored to current students, prospective students and alumni all at once, and have to be done so properly on the correct channels. It’s also important to focus on the visual aspect of posts (good photos tend to attract more eyes), as well as scheduling different content for different times to get the most engagement.
Q: What is the most important piece of information you have taken away from your internship?
A: In my time at the News Office, I’ve learned that you should always speak up and always share your ideas. Though you might partake in an internship to learn from professionals in your field, you’re also able to teach them a thing or two with the skills you already have, whether you realize it or not. Communication is key and you should always use it to your advantage. Speak up, tell people what you’re thinking, and most of the time, they’ll listen.
Q: What important changes have you noticed in the industry in terms of technology and the influence of the digital age? Do you have any tips on how students can learn and capitalize on these changes?
A: In terms of the digital age, I think its important for students (journalism students, especially) to always expose themselves to new things, whether that be learning how to use a new editing software, operating an unfamiliar camera, or trying to teach yourself HTML. As we all know, being able to write a standard 500-word article doesn’t cut it anymore. The more skills you’re able to master, the better you’ll look to potential employers and the more you’ll be able to offer to your audience. You don’t have to become an expert at everything, but it never hurts to take a risk and try something new –you might even find a new interest or hobby along the way.