Editorial Record: Submitted September 28, 2024. Revised January 28, 2025. Accepted May 5, 2025.

Authors

ABSTRACT

This study examines how public relations education programs can better prepare students to navigate the evolving dynamics of internship experiences and professional development. Through interviews with 28 PR students and recent graduates, the research reveals a critical gap between academic preparation and industry expectations regarding internship outcomes. The findings suggest PR students prioritize organizational prestige over skill development, potentially undermining educational objectives. Students reported feeling pressure to complete multiple internships to meet perceived industry requirements, even when lacking substantive work experience. The study provides recommendations for PR educators to help students balance brand-driven motivations with meaningful skill development, including implementing structured mentoring programs and incorporating personal branding instruction into PR curricula. These insights can help educators better align internship programs with both student career aspirations and pedagogical goals.