Earlier this week, I was told by by a former student that she had given my name to an agency for a reference check later that day. I almost said “no,” but I used the last-minute request to serve as yet another teaching moment. I asked her to jot down key points on why she would be a good fit for the job, and get it to me before the reference checker called.
While her “assignment” arrived just moments before the agency recruiter called, I reminded her that she needs to develop a game plan for future reference requests. Ideally, a plan for great references needs to start long before the job search begins.
Whether you’re a PR intern or an early-career professional, every interaction is an opportunity to establish yourself as someone others are eager to recommend.
Here are a few practical ways to build references that can support your career for years to come:
- Treat every assignment like an audition. Complete tasks accurately, meet deadlines, and maintain a positive attitude—even when the work seems routine. Reliability is one of the qualities supervisors remember most.
- Communicate professionally. Keep supervisors informed about project progress, ask thoughtful questions, and respond promptly to emails and messages. Strong communication demonstrates maturity and accountability.
- Be proactive. If you’ve finished your work, ask how you can help with another project. Volunteering for additional responsibilities shows initiative and a willingness to learn.
- Build relationships across the team. Your future references don’t have to come only from your direct supervisor. Account executives, media specialists, designers, and other colleagues can all speak to your work ethic and collaboration skills.
- Seek feedback regularly. Don’t wait until the end of your internship or first job to learn how you’re doing. Constructive feedback helps you improve while showing managers that you’re invested in your professional growth.
- Maintain a positive online presence. Since communications professionals often represent brands publicly, employers appreciate candidates whose social media and LinkedIn profiles reflect professionalism and good judgment. Interact with LinkedIn and other social media commentary by other PR professionals.
- Document your accomplishments. Keep track of successful projects, media placements, campaign contributions, presentations, and measurable results. These achievements help refresh a reference’s memory when they’re asked to recommend you.
- Stay connected after your internship or job ends. Send occasional updates, congratulate former supervisors on career milestones, or share news about your own professional growth. Networking is about maintaining genuine relationships, not only reaching out when you need a favor.
- Broaden Reference Pool. Don’t just focus on references from supervisors, co-workers and clients. Build relationships with professionals in other fields or through noprofit volunteer opportunities.
- Ask for references thoughtfully. When the time comes, ask someone who knows your work well. Give them plenty of notice and provide information about the position you’re pursuing so they can tailor their recommendation. Include a link to your resume or LinkedIn profile. Unless you know the individual well, include some memory-jogging bullet points that will help them recall why you were a great student or co-worker.
Building strong references isn’t about collecting names—it’s about consistently demonstrating professionalism, curiosity, and dependability. Every project you complete and every relationship you cultivate contributes to your professional reputation.
In the fast-paced world of public relations, people remember those who are reliable, collaborative, and eager to learn. By investing in your workplace relationships early in your career, you’ll create a network of advocates who can confidently support your next opportunity. And, please, no urgent, last-minute requests for references.