Growing a Public Relations Career with a SXSW Internship Success
Career and Professional Development (CAPD) Opportunity Helped Land a SXSW Internship
During her work-study shift at the Student Success Center Information Desk, Cressida Rodriguez 鈥27, heard from her boss, SSC Business Manager Elvia Guadian, about the opportunity to visit the South by Southwest (SXSW) headquarters in downtown Austin. Through Career and Professional Development鈥檚 , students can learn firsthand about internships and application processes at companies like SXSW.
The very next day, Rodriguez joined a group of other students and Senior Director of Career and Professional Development Brittany Stansel to prepare for their visit. Then, they were off to explore the behind-the-scenes operations of one of Austin鈥檚 largest festivals. What began as a film and music festival in 1987, has now grown into a global event bringing together directors, artists and other professionals from booming industries to network and share their expertise.
鈥淚t鈥檚 truly an honor to connect our students with employers through CAPD programming, and the SXSW Career Trek was a perfect example,鈥 Stansel said. 鈥淪tudents got a behind-the-scenes look at this iconic organization, learned about its culture, and gained valuable insights into the application process. These types of experiences are not just about networking; they help students make informed career decisions and see firsthand how their skills align with industry needs.鈥
At the Career Trek, Rodriguez excitedly picked the brain of her current boss, SXSW Event Staffing Manager Stephanie Sanders, about all things event planning. A few days after their Career Trek, applications for internships opened and Rodriguez made her way to CAPD to update her r茅sum茅 and send it in. The following Friday was the Career Fair where she spotted the SXSW table and told them about her application, putting a face to the name.
Real-World Application of Communication Courses and Event Planning
As a Public Relations and Advertising major, Rodriguez鈥檚 passion for event planning paired with her communication courses prepared her for every aspect of her internship鈥攎ost notably, her Introduction to Communication course with professor Teri Varner.
鈥淚 feel the basics of communication has really prepared me. I know when people need help without saying they need help and then I can jump in. Classes are very beneficial, especially when you are passionate about what you're learning about; but then when you put it into use, it's completely different.鈥
Aside from preparing the logistics for volunteer events, Rodriguez and a sessions manager also brainstormed a new way to communicate with their 300 plus volunteers. Instead of sending out pages of information to volunteers, Rodriguez learned new softwares to create interactive emails to help each crew prepare for their event.
This kind of creativity is what SXSW hopes interns can bring to the table to help this renowned event run smoothly.
鈥淭he roles our interns play leading up to and during SXSW is essential in fostering the creative innovation that SXSW strives for,鈥 Sanders said. 鈥淚nterns from across many different departments, help organize and prepare a variety of information and build communication skills that prepare us for an amazing event.鈥
Learning New Skills and Growing Confidence for a Career in Sports Public Relations
When she鈥檚 not drafting interactive emails, she鈥檚 answering questions via email and preparing venue packets for crew managers to last them both weeks of the festival.
One of her favorite parts of the internship is how comfortable and welcoming her team is, creating a safe environment for her to learn and ask questions.
鈥淚鈥檝e learned a lot about myself鈥擨鈥檓 a very passionate person,鈥 Rodriguez said. 鈥淚f somebody says, 鈥榣et's just start thinking about an idea,鈥 I'm going to think about it, plan it out; I want it all done right then and there.鈥
Rodriguez hopes to go into sports PR, either working for the Dallas Cowboys or for a professional soccer team like Austin FC. She鈥檚 becoming more comfortable putting herself out there and has gained plenty of experience taking a chance. After leading RecWell Zumba classes as a freshman, Rodriguez took a chance and reached out to the SEU Athletics to help revamp their social media. There was no job posting; this was just something she felt passionate about and so she created the job for herself.
This internship has also taught Rodriguez to use new tools to better her work. Her perspective has shifted and she鈥檚 bringing these new tools into practice during her classes.
鈥淲hat I didn't really know until working with SXSW is that I like to look for constructive criticism,鈥 Rodriguez said. 鈥淪o being able to ask my boss and my peers, 鈥榃hat do you think about this?鈥 Is something that I never even thought of. I鈥檇 be scared to raise my hand in class. Now I'm like, okay, I actually have to ask this question.鈥
Fostering Connections and Gaining Insight for Future Career Journeys
As president of St. Edward鈥檚 chapter of the Public Relations Student Society of America and small business owner of an event planning company, C. Celebrations, Rodriguez is bringing her experience back to the hilltop to share with others and apply to her daily life.
As she prepares for the festival, Rodriguez is excited to meet some talent and see what her hard work has led to. She鈥檚 also looking forward to shadowing different parts of the festival, meeting the PR team for SXSW and watching Meghan Maroney perform.
鈥淚 encourage students to take advantage of Career Trek opportunities and other CAPD programming,鈥 Stansel said. 鈥淵ou never know the impact a single experience can have or the connections that may shape your career journey. Cressida鈥檚 story is a powerful example of how these opportunities can lead to real-world success, and I can't wait to hear more about how Career Treks continues to influence students' career paths.鈥
