Q&A: From internships to full-time roles, here’s how MSL helps students and young professionals launch careers in public relations
The MSL team takes pride in opening our doors to students and emerging talent, providing them with the opportunity to shadow, learn, and experience the industry firsthand. This investment in their futures reflects our belief that creativity grows best when it’s shared.
That belief was brought to life last month when MSL teamed up with POV Film’s Advertising Training Program (ATP) to welcome four up-and-coming BIPOC talents for an immersive learning experience at our Toronto offices.
Over the course of two days, the ATP students dove into active roles within the agency, working alongside MSL team members to contribute to ongoing PR projects. They assisted in developing assets for a branded media partnership using MSL’s proprietary tools, including Fluency and Creator IQ. They also worked on influencer marketing campaigns, including crafting strategic recommendations, performing outreach and measuring performance analytics.
We’re excited to share that two of the students have since been given internships at MSL after demonstrating their talent, skills and enthusiasm during the workshop. One of those new interns, Nikki Sampson, shared her perspective on the experience and why she wanted to become an intern at MSL.
“My experience working and learning directly from MSL PR experts allowed me to practice what I learned in the training program and receive tailored career advice and tips for skill improvement. Ultimately, the culture in which everyone's ideas are welcomed, creativity and curiosity are encouraged, and the spirit of collaboration where interns sit alongside executives and everyone shares the same space made me want to be an intern at MSL,” she said.
Still interested in PR? Part of our workshop involved a “speed dating” exercise where the students could ask MSL experts rapid-fire questions about their roles, the industry, and more.
Here are some of the questions MSL’s very own former intern, Yasmin Ansari, and Account Associate, Maxwell Johnston, answered during the exercise:
1. What should I look for in a good PR internship?
Maxwell: Effective internships encourage your growth by challenging your thinking and providing channels for learning. You should be engaging in meaningful work that is clearly and directly connected to the team’s account objectives, with guidance that contextualizes your contributions. At MSL, managers inform you on how your efforts impact the team and broader goals, allowing a deeper understanding of how exactly you’re adding value.
Yasmin: Look for an internship that gives you real ownership and clear context. During my MSL internship (I started in January and now serve as an Account Associate), I was in the room for client calls, owned parts of influencer outreach and reporting, and always knew how my work connected to outcomes. A good program pairs hands-on work with active coaching and a culture that values diverse voices.
2. What should I do to make the best case for hiring me at the end of an internship?
Maxwell: Demonstrate your unwavering commitment to the team. Showcase your reliability to prove you’re a dependable team player. Complement your teamwork skills by seeking out opportunities, speaking up with suggestions and learning new skills that elevate your performance. By anticipating the next step and identifying new opportunities, you demonstrate a strategic mindset and readiness to take on more responsibility.
Yasmin: Make yourself indispensable in the basics, then add value proactively. Communicate early, meet deadlines, and keep tight trackers. Ask for feedback and show how you applied it in your work. Share quick, useful POVs (e.g. a mini competitive scan, a new creator to consider, a smarter way to tag metrics). Reliability plus initiative is the combo that I admire most in my colleagues.
3. What’s been the biggest challenge of your job at MSL, and how did you address it?
Yasmin: The toughest shift was moving from intern to associate while juggling multiple workstreams. To succeed, I built simple systems: a single source-of-truth tracker, priority tiers per client, and daily planning blocks. I also borrowed templates from senior teammates (briefs, recap notes, status docs, etc.) and asked for quick gut-checks to catch issues before they became delays.
Maxwell: Navigating the fast-paced agency world was my greatest challenge, testing my time management skills and adaptability. In client services, accommodating unexpected requests and adapting to ever-changing situations is an everyday occurrence. I sought advice from more senior peers and adopted effective systems that worked best for me. Staying agile and maintaining a flexible mindset helps me manage shifting priorities and meet expectations.
4. How has AI impacted your job?
Maxwell: AI plays an important role in every aspect of my job, and it's completely transformed my approach to work, making me more efficient and strategic in every way. AI accelerates my processes and allows more time to focus on clients. These tools also allow me to streamline and enhance my decision-making power, helping me stay ahead in an ever-evolving industry.
Yasmin: AI is a force multiplier. I use it for first-draft brainstorms, call-note structuring, creator shortlists, light competitive scans, and tightening copy. I then refine with client nuance and guardrails. It speeds up reporting and pattern-spotting, so I can spend more time on strategy and relationships. The golden rule, however, is to always protect confidentiality and verify facts.
5. What makes you want to stay and build a career at MSL?
Yasmin: MSL lives its ethos of influence and impact. I’ve experienced growth, real mentorship, and the creative freedom to contribute ideas that matter. The team celebrates diverse perspectives and turns potential into opportunity - just like it did for me. That combination of trust, learning, and purpose is exactly why I want to keep building my career here.
Maxwell: I want to build a career at MSL for the abundant learning opportunities and creative freedom. MSL fosters a working environment where everyone’s opinion is valued, and diverse perspectives are encouraged. Most importantly, being surrounded by intelligent, talented and driven colleagues who are committed to success makes MSL an inspiring place to grow.
To learn more about the agency and our career opportunities, visit the MSL website and our careers page.