There’s a big difference between learning communications in a classroom and practicing it with real clients.
In class, you can learn about messaging, audiences, public relations, and communications strategy. You can write a press release or create a communications plan based on a hypothetical situation. Those assignments teach you the fundamentals, but working with a real client adds a completely different layer.
When you work with a real client, the work has a purpose beyond getting a grade. Someone is actually going to read the message. The words you choose can affect how an organization is understood by its audience. That changes the way you approach the work.
You start thinking beyond whether something is well written. You have to think about whether it sounds like the client, whether the audience will understand it and whether the message accomplishes what it needs to accomplish.
Real clients also don’t always come with a perfectly defined problem. A client might ask for help with social media when the larger issue is really about messaging. They might ask for a press release when they need a different way to tell their story. Figuring out what a client actually needs is something that takes experience.
You also learn that there isn’t always one right answer. In a classroom, there are usually clear guidelines. With a client, you may have a goal but need to determine the best way to reach it. That requires asking questions, listening, and being willing to adjust your approach.
Feedback feels different when the work is real, too. A client may love your first draft, want to change it completely, or suggest something you hadn’t considered. Learning how to listen, adapt, and still keep the overall strategy in mind is an important part of becoming a better communicator.
Working with real clients also teaches you that communications is about more than writing. It’s about understanding people, building relationships and earning trust. You have to understand what matters to a client before you can help them communicate effectively with someone else.
The classroom gives you the foundation. Real clients teach you how to apply it. You learn how to ask better questions, explain your recommendations and make decisions when there isn’t an obvious answer. You learn that good communications isn’t always about finding the perfect words. It’s about understanding the situation, knowing the audience and making the message feel genuine.
Learning communications in class gives you the tools. Working with real clients teaches you how to use them. That’s when communications starts to feel real.
– Kristin Collins, Communications Specialist