A political economy of communication analysis of PRNEWS: Intern status, skills, and conflict within the public relations industry

A textual analysis of PR News was conducted to understand the evolution of internship programs and explore how the industry articulates, rationalizes, and positions these workers as valuable sources of labor. This study featured articles about interns who were primarily participating in internships at colleges and universities in a U.S. context to consider the range of positions and professional development within the PR industry. A political economy of communication framework provides insights into potential exploitative working conditions and the dynamic power relationships between prospective workers and the organization. This relationship is constructed through trade publication texts that illustrate best practices for internship programs. In turn, interns may grant consent to potentially exploitative precarious work arrangements based on the specific conditions and perceived benefits at the worksite. This study argues that the PR industry began recruiting paid talent and developing skillsets until the economic recession led to a cost-benefit analysis of full-time entry-level workers. In addition, PR News discourses have the potential to create interoffice conflict when emerging workers adopt neoliberal motives to secure full-time employment but are confronted with internship programs rooted in administrative tasks. By understanding the texts that construct an emerging workforce, the PR industry can synergize development training programs, rather than contribute narratives that devalue both financially and professionally intern work.