The end of my internship at ABC has come; it was a great learning experience, even if
for a short period of time. I really was able take a lot from this internship, my supervisors and co-workers, were very helpful in showing me around and getting me acquainted with everything. I started my internship in January, in the marketing department of WABC TV which is our local station, and is located on the Upper West Side at 7 Lincoln Square. I was able to see immediately from my first day that this profession is very fast paced and competitive, but also offers great opportunities and incentives.Bobby Wooten who interviewed me for the internship, works in the marketing department, she is a Marketing Account Executive. She takes care of production and editing and putting together various campaigns for ABC and various sponsors to get involved with. Bobby, along with Dara, who is an assistant in the marketing department, worked closely with me; they oversaw everything and instructed me in my daily activities. I was also able to meet Rebecca Scofield who is the intern coordinator at ABC, she was very helpful in explaining how the internship program works at ABC, and offered to assist me with any questions I might have.
My first day at ABC, was mainly just getting settled in, I filled out some paper work, I was issued an ABC picture I.D., which allowed me to gain access to the various facilities and most important the ABC building where the marketing department is located. I was given a small tour of the floor where the marketing department is located, along with the sales department, traffic (which programs the commercial airings), and Live with Regis and Kelly, offices. Then I was given an overview of what the marketing department does, I was able to see a compilation tape of all the projects that the marketing department has been involved in. I met Khorsheid Nusratty who is the Marketing Director, and Shari Frank who also works in the marketing department. Shari is in charge of convergence between television and the internet (ABC's website), she is creating a user-friendly website and incorporating the client logos as links to their websites, from the ABC website. As my first day at ABC came to a close I was very excited that this was just the beginning for me at such an interesting place.
Starting with my second day at ABC, I was put straight to work it took some time to adjust because this was all unfamiliar. Everybody in the office was very nice and encouraging, while offering his or her assistance. Bobby explained to me about an ongoing campaign that ABC is involved in with various sponsors. The campaign is Operation 7: "Save A life"; the clients are NY Lottery, First Alert, NY Presbyterian Hospital, and Jeep. The department has created packages for each client, which outlines how the client will be promoted. I had to create re-cap reports for each client outlining what each client was promised and what they received. I was able to acquire this information from invoices, which Bobby gave me. It was interesting to see what these promotions are priced at and how much preparation goes in to explaining in detail how the promotions will be executed. The re-cap reports consisted of categories such as print materials, billboards, and commercials, which all tie together to get a message across, in this case saving a life in case of fire.
As my internship progressed, my confidence grew I was becoming more familiar with everybody in the office, and where everything is located, as well as with the software programs. ABC uses a different email program than what I was familiar with but I was able to get the hang of it, and it became very useful because everybody in the office communicates via email and sends each other information instead of printing it out.
I was able to visit the ABC Network; East Coast headquarters, which is located in the building right next door. The ABC network deals with everything on a national level. I visited the marketing department there, where I was able to see how they work on campaigns on a bigger scale because these campaigns reach ABC viewers throughout the Unite States. Dara introduced me to some employees in the department and they explained, how their jobs are much different than Bobby, and Dara's because every marketing strategy deals with national viewership instead of local.
ABC is involved in many campaigns and is dedicated to showing their support to each and every one of them. I was able to sit in on a taping of a public service announcement (PSA), with the president of the Prostate Cancer Coalition. It was a great learning experience; I was able to see the great detail that goes into creating the PSA's. I was able to see how the teleprompter works and how the information is entered on to it. I saw how the lighting was achieved and how makeup was applied according to the lighting so that the president did not have any shiny spots on his face. It was great to see the behind the scenes, of the project. Then I was also able to sit in on an editing session with Bobby where she went through the different takes of the PSA and I helped, pick out the one, which was the best. Then we added music making sure that everything was timed correctly, and the final cut made a great presentation. Being able to sit in during tapings such as this PSA was a great learning experience because I was able to see how the marketing department is multi faceted, and is involved in production as well as creative.
I had the great opportunity of working together with Scott Simensky who is the General Sales Manager; I helped by researching figures from last year's revenues during sports programming. He was able in turn to use that information in creating reports forecasting next year's revenues during sports programming. Scott was a great mentor, aside from myself helping him with various projects; he helped me by discussing career possibilities and strategies in this field. His discussions with me were very encouraging and insightful.Along with being able to experience and sit in on various exciting projects I helped with normal office duties. I answered phones, and took messages for the Account Executives in the sales department, I made photocopies of reports and various paperwork that were needed for us to be able to work on projects together, simultaneously. I think one of the major things, which I learned, is how closely the marketing department works with the sales department. The marketing department frequently discusses projects and campaigns, which they are working on, with the Account Executives in the sales department, which would be great for their clients to get involved with. So along with the regular sales of commercial spots, the Account Executives could potentially get one of their clients to get involved and become sponsors in one of the campaigns which the marketing department has created.
I appreciated the fact that I was treated as an employee, as far as being able to participate in all of the goings on in the office. I was able to sit in numerous meetings which were held for the marketing department employees, which included Bobby, Dara, Shari, and Khorsheid, discussion in these meetings was always about developing new ideas, promotions and campaigns. We also discussed about what improvements could be made to our existing campaigns and promotions. I was really appreciative of the fact that they were willing to, and interested in listening to my opinion and thoughts during these meetings. I was also fortunate enough to be able to sit in meetings, which were held once a week between the marketing department and the sales department. These meetings were great because they allowed everybody, the opportunity to become aware of what was going on in the office and what everybody was working on. I liked the fact that these meetings and the reason for having them were to give everybody the same goal to strive for, these meetings created a team spirit. One meeting, which was between the research department and the marketing department, I really enjoyed because, Pat and Nick, who work in the research department, were explaining about ratings, and shares and how they work. I was happy to be able to add to the meeting because I was familiar with ratings, shares, and how Nielson acquires them. I was also glad to be able to understand with Pat and Nick's, explanations, about how ABC utilizes this material, and how the company uses it to it's advantage when working with clients.
Other opportunities, which I had, were to see the sets from Live with Regis and Kelly, and from the Eyewitness News. I was able to meet Roz Abrams who is our local news anchor, and Sam Champion, who is our local weatherman. I saw Regis and Kelly, frequently because their show's offices were on the same floor as mine. Everybody was friendly and it made the fact that ABC is a huge company, not so obvious, it allowed for a pleasant and warm feeling.
However a major disappointment to me was, when I received my evaluation. I did not expect to get the evaluation that I received. Although it was not bad, it was not what I expected at all; the impression which Bobby and Dara had given me was night and day with the evaluation, which they gave me. Never did they point out that there was a problem with something, or that there was something that they wanted me to work on, so in logical assumption, I assumed that my evaluation would be excellent. When I confronted them they said that they were satisfied with my performance and my work but they felt that I did not go above and beyond, they said that I did not mingle and interact enough with everybody in the office. I explained that I did not feel that I could go ahead and go above and beyond because I was just an intern (not a full time employee), I was there only twice a week, and felt that I would be getting in everybody's way. I assumed that I could just observe, so as not to get in the way. I also explained that on many occasions I offered to come in extra days, or even stay late, which showed how dedicated I was. One of my lessons was about office politics, and how you can't take everything for face value. I realized that there is a thin line between being too pushy and assertive and being a little more reserved and humble, you can't please everybody either way you go.
My overall feelings and view on my internship, well I was satisfied I enjoyed myself. I learned a lot I was able to see a lot of the behind scenes, and see how the marketing department interacts with clients and the sales department. Although I was there for a short period of time and I was only able to see just the tip of the iceberg, as to what this field is about and has to offer, I am looking forward and enthused to my future in this profession. Of course I was disappointed with my evaluation, and the fact that I wasn't made aware of areas to work on, earlier, but I am aware of my potentials and will keep in mind that thin line, and knowing when to cross it and when not to. I have taken from this internship hands on experience, and being able to apply my knowledge, and what I have studied at St. John's University.