Objectives of Internship
To introduce the student to the professional environment, where a bookish approach must be met with equally brilliant creative thinking. To enable the student to nurture his own qualifications through direct and constant exposure to real-world responsibilities.
Benefits of Internship
Assisting the press conference - during the D-day, I had to rush to the press conference venue after I finished with my daily media monitoring as well as the weekly report. The final result of the daily media monitoring would be included in the mid-week, weekly and monthly report for my client, Mondelez Indonesia.
History of Golin
Vision and Mission
A. Vision
B. Mission
Organisational Chart
Core Practices
Products and Services
Daily Duties
A. Media Monitoring
The papers, graded according to their grade, would then be distributed among the trainees. Once we finished going through the papers again, we quickly headed to the photocopying area.
B. Report to TrendReader
I will only select the news most relevant to my client's business, such as the growth of Indonesia's food and beverage industry or coverage of the client's competitors. This filtering was very dependent on my knowledge regarding our client's needs and nature.
Periodical Duties
Mondelez Indonesia's search keywords - but the overall content of the article barely had anything to do with the customer. Since Mondelez Indonesia operates in the consumer goods sector, I will first look through the lifestyle magazines and tabloids before going to the business businesses.
A. Mid-Weekly Report – Vocus
In this case, I had to personally contact the publication's secretariat and ask them to email me their media profile - which contains important details about their distribution and advertising rate. I emailed the Word document with the scanned copies of the attached articles to my supervisors.
B. Weekly Report
C. Monthly Report
Event-Related Duties
A. Mondelez Indonesia Food Service Press Conference
It was done by reviewing older files of monthly reports from this January to the mentioned month. As the press began to gather in the lobby, I had to hand them the registration form and press releases. This was mainly because it was a Friday and the start of Ramadan was approaching, so the government had arranged a number of other press conferences - which apparently loved to hold conferences on a Friday, or so one of the colleagues told me - as well as other corporations.
The nature of the information presented at the press conference, which mainly talked about the results of a limited scope corporate program, also did not go down well. Word, Excel and PowerPoint, and generally included essential details such as the abstract of the article, the scanned or screen-capable copy of the article, the name and level of the publication, the media impression, the advertising value and the PR value .
B. Oreo Media Breakfasting
It turned out that we had to take it upon ourselves to take the logistics to the site. I ended up having to go back and forth between the movie theater and the parking lot just to pick up all the logistics. The rest of the afternoon I spent mainly checking the whereabouts of the journalists, attending the registration desk, handing out press releases and collecting the logistics from the cinema when the film was over.
While the reporters were having breakfast, I went downstairs to put the logistics back in one of my colleagues' cars so that we could wrap things up sooner. As usual, I was assigned to prepare a post-event coverage report using the same formats I used to create the report of the last Mondelez Indonesia Food Service press conference.
C. Mondelez Hamper List
The morning before the event, I was asked to check if all the logistics for the event – including several boxes of Oreos, 35 goodie bags, two stand-up banners – had already been delivered to the office. There was almost a crisis when we realized that none of us had the camera with us, and we quickly called the office to have the driver bring it to us. Most of them came from lifestyle and business magazines, only one came from a daily newspaper.
D. Celebrity Fee Research for Sangobion
Therefore, I was tasked with discovering the contact channel of the managers of several celebrities, including Chelsea Olivia, Laura Basuki, Titi Sjuman, Nowella 'Idol', Citra Scholastika and Giselle Martin. Having paid little or no attention to the national entertainment scene, I was very confused when I was given this assignment. I didn't recognize most of the names and it was the first time I learned that many of the celebrities in the country were free agents and that their contact person number would be available online.
I will note the fee required for each scheme and pass on my research to the Associates.
E. Powerful Women’s Profile Collection for Mondelez Indonesia
Supporting Purposes
A. Brief Stint for Morgan Stanley
Morgan Stanley had a set of media preferences – a list of media outlets from which they should gather news, an article hosted by a media outlet not on the list they should simply ignore. Each daily media monitoring report was accompanied by a media clip file containing both scanned copies of articles from print media and direct copies of articles from online media.
B. Translating Press Release
C. Media Database Update
D. Library Cleaning
There are many players with the same function as us in the industry, so we had to find that feature that sets us apart from the rest of the pack. For quite a long period, about a week, some of the computers in the office failed to get any internet connection. Prior to the start of the internship program, the Internship and Career Center (ICC) hosted a workshop detailing the timeline as well as the general work ethic we should impose on ourselves in the office.
Therefore, I have to make a report every Wednesday, Friday and at the end of the month respectively. One of my superior's colleagues came to me and asked if I had completed the task.
General Impression
I was particularly interested in the information distribution aspect of the industry and wanted to learn how we could attract a mass audience to our cause. Being a sister agency to Weber Shandwick – another PR firm within the Interpublic Group of Companies, whose Jakarta office is next to ours – the client list was even longer. Although we did not manage the latter customers directly, we still had to keep up to date with news that might be of interest to them.
It was only through deep insight into the related industries that we could manage to maintain the trust of our customers, and therefore we were encouraged to educate ourselves in a number of different areas. During my second event, the Oreo Media Breakfasting - the one where it seemed that from the planning of the event to the logistics and even to the media networking was done by us, it dawned on me that it was not within our policy to impose a limit on our purpose.
II. Personal Development
Our wing of the office hosts only one copier, despite the urgent and overwhelming demand for its use in the morning. At that time, the only solution for us was to run to the other end of the office and use another machine that our parent company had placed there. The process is pretty much the same for the weekly, except for the inclusion of non-prime articles and the cutting, scanning, and display of said articles.
For the second half of my last few weeks here, I had to both check the validity of the already existing data and add new ones to broaden the reliability of our archives. We soon had to go outside the cinema and I was immediately told to take care of various logistics - and that's when I lost the vouchers.
Recommendations for Golin
The office culture was really welcoming and we - the interns - often found ourselves interacting with the Associates and Consultants there as equal colleagues rather than adhering to rigid hierarchy. Since buying another machine might sound like going overboard - considering it's usually only us interns who got the most out of it, I think it would help us get our work done faster if we began a renewal of the slow copier. Nevertheless, since there were also several instances where our computers just shut themselves down out of the blue, and to add that none of these computers – well, at least the trainees', as far as I know – were virus free, I think it wouldn't hurt to use a stronger and more reliable technology in the office.
I realized that while the routine helped me develop my dexterity and general practical skills, I still felt that the interns were not very involved in processes that required actual substantive input. I think it would be better if the trainees were introduced to a more comprehensive curriculum that taught them how to become both strategists and executioners.
Recommendations for President University
When everything is arranged, I wait until the papers are handed in to the office, which is usually at 7.15 so I could find all the relevant keywords in relation to our clients, copy them, stack them neatly in their respective part of the cabinet and go to my desk to make a report on that day's media monitoring to send to my supervisor. My supervisor emailed me the names of the media both our office and my client would like to be present and I had to email her the relevant information about said media including the address of the main office, phone - and fax numbers, the e-mail address as well as the means of contact of their journalists. One of the biggest things that has worried me for the past few weeks had been none other than time.
As we got closer to opening time, I kept dialing the numbers of the journalists who had confirmed their attendance and helped them get to our place. I did my best to call all the media on our invite list, ask them if they had sent anyone to attend our event, call that person's number and guide them to the venue. Check up on the progress of the news writing - with a facade of offering thorough information as well as the opportunity for interviews, I was tasked with calling the journalists present during the press conference and asking them if they needed help writing the coverage of the event.
Ever since that day, I was assigned to send the daily final media monitoring, along with the screencaps of the articles which were present on my version of media monitoring yet were missing from Trendreader’s one, directly to the relevant Trendreader officers instead of passing it to my supervisors first.
