A moment with our intern: Abby Dalziel
From PR campaign ideation to on-site client meetings, our superstar intern and recipient of the 2025 Cole Lawson Scholarship, Abby Dalziel, excelled in every project that came her way.
Joining the Cole Lawson team in February 2025, Abby stepped into six jam-packed weeks of hands-on experience, gaining exposure across social analytics, event management, media release writing and pitching, client liaison, creative briefing, media monitoring, and much more.
Bringing expertise from her full-time role as a social media manager, along with a wealth of previous internship experience, this placement gave Abby the opportunity to immerse herself in agency life and apply her skillset across a diverse mix of corporate, consumer, and creative clients and communications.
She approached every task with tenacity and efficiency, giving 110% to everything she took on.
Now in her final semester of university, we wish Abby all the very best for the career ahead - we know it’s going to be an incredibly bright one.
Before she wrapped up her internship, we asked Abby about her time with the team. Here’s what she had to say.
1. What were the main roles and responsibilities you took on during your time with the business?
During my internship with the Cole Lawson Communications Group, my main responsibilities included contributing to strategy development, writing media releases, and supporting activation launches. I also focused on strengthening my content creation skills while developing a more refined eye for design through hands-on experience across a range of projects.
2. What was your highlight?
A highlight of my time was having a media pitch for a press release I had written picked up by an outlet, generating over 1.41 million in reach for a client! Seeing my work contribute to large-scale media exposure was incredibly rewarding and reinforced the value of strategic storytelling and building strong media relationships.
3. What is the biggest takeaway or thing you’ve learned?
I have gained a deeper understanding of the end-to-end process involved in the creation of a successful PR campaign. Being involved from ideation through to activation allowed me to see how ideas are shaped and brought to life through strategic planning and collaboration.
4. What is your top communications tip?
When developing a campaign, it’s important to begin with a strong key message and ensure every element consistently ties back to it. Maintaining clarity and consistency across all touchpoints helps reinforce the message and ensures the campaign remains cohesive and aligned with the original brief.
5. Where do you see yourself in the future?
Down the line, I hope to start my own PR and Marketing agency specialising in live entertainment and performance. I’m also passionate about mentoring emerging professionals in the industry, helping them build their skills and confidently navigate the early stages of their careers.
6. What is your advice for students hoping to enter the industry?
Never be afraid to ask questions and embrace opportunities to learn and receive constructive feedback. Personal and professional growth comes from having curiosity and an underlying commitment to continually bettering yourself!
All the best, Abby!