What I Learned About Purpose-Driven Communications During My Internship at Fifty Acres
By Nanda Nastiti
This internship with Fifty Acres has been an incredible opportunity to grow as a communications professional. Before joining the agency, I had experience in communications through an in-house internship. Most of my work involved writing media releases, monitoring coverage, and attending press conferences for government projects. It taught me accuracy and navigating formal language, and it gave me familiarity with government communications. However, the work was repetitive, and I was not exposed to a variety of clients or projects. I wanted to experience the fast-paced, dynamic side of PR where every day could teach something new.
That curiosity led me to apply for an internship at Fifty Acres. Beyond fulfilling a university requirement, I wanted to challenge myself and experience agency life. I expected it to be fast-paced, with multiple projects happening at once — and it was. On my first day, everyone was juggling client meetings, updates, and research, but the team was welcoming and supportive. The team’s mentorship made settling into a busy environment manageable and enjoyable.
Agency work was a big shift from in-house. I had to manage multiple clients, understand different needs, and adapt my work accordingly. Fifty Acres works closely with both corporate and government clients, so much of my research and pitching involved understanding government processes, priorities, and communication requirements.
One of the most rewarding projects was with Guide Dogs NSW/ACT, where I worked with the team to craft communication resources. This included writing key messages, researching stories, and designing social media toolkits for Ministers and government stakeholders. It was a thoughtful and detailed process, and it really strengthened my attention to detail and appreciation for strong collaboration.
The internship also offered a great balance between creativity and strategy. I wrote blogs for the agency’s newsroom, and seeing my work published felt particularly rewarding. I gained hands-on experience using tools like Telum to identify and reach out to journalists covering specific topics, and Meltwater to track real-time conversations about issues relevant to campaigns. Applying these insights in client research and pitching ideas strengthened my confidence in developing communication approaches that meet client goals.
Looking back, this eight-week internship was a mix of challenge and growth. Balancing multiple tasks and revisions helped me improve time management, professional communication, and strategic thinking. I also gained a deeper appreciation for purpose-driven communications and the impact PR can have.
I am especially grateful to the team for their guidance and support throughout my internship. For anyone looking to gain hands-on experience in a client-focused, fast-paced, and supportive environment, Fifty Acres’ internship program is an incredible opportunity to learn, grow, and see how purpose meets practice in PR.
Nanda is a Bachelor of Communication student majoring in Public Relations at the University of Queensland.
