Two weeks of being thrown in at the PR deep end with Viva

Martha Hulme

If I had to sum up my two weeks at Viva as part of the NextGen 2026 cohort, I’d say they were action-packed, full of lessons, and rewarding. From getting under the skin of agency life and meeting clients face-to-face to producing real work for them, every day taught me more than I was expecting. It gave me valuable insight into working at an award-winning PR agency, beyond the theory taught at university.

On my first day, I wasn’t really sure what to expect. But after a warm welcome from everyone on the team, I quickly settled in and was thrown straight into the deep end.

My first week was a great introduction, beginning with press releases and media relations. After learning how to put them together using real examples, I had the chance to write my own. Putting what I had learned into practice gave me a real confidence boost and helped me understand press releases on a much deeper level than I had previously. The team talked me through my work and shared constructive feedback that I will carry with me into the future.

What I really appreciated was how much the team wanted me to get the most out of my time here, shaping tasks around the areas I was most keen to learn about, including social media. But what really opened my eyes was the level of work and detail that goes into creating content. Before drafting anything, I had to understand each business’s tone of voice, style and wider priorities, then plan posts around relevant awareness days, project milestones, and looking at how to tie it in with the wider news agenda. It was really interesting to see the importance Viva places on understanding each of their clients and how it identifies the messages that cut through the most on each channel.

A key part of Viva’s NextGen programme is being treated as a genuine member of the team rather than sitting back and making cups of tea, and that was something I really valued. I felt this first-hand when I joined client meetings. Listening to the conversations gave me an insight into the importance of client relationships, and it showed me how much preparation goes into communicating clearly, asking the right questions and gathering the information needed to create strong content.

I felt trusted to make a useful contribution when I was asked to work on a research project that could help inform Viva’s future business development. With support from the team, I created and shared surveys with different age groups, alongside carrying out secondary research and analysing existing reports. The project really challenged me and gave me the chance to put the skills I developed at university into practice.

Learning in the office was enjoyable, but joining the team on client visits offered a completely different and equally valuable view of agency life.

It was great to see the process behind filming content with clients, from the initial planning to capturing behind-the-scenes photos, and to see the strong relationships Viva has built with them. The team involved me throughout and gave me the chance to create social media and blog content for Viva.

A highlight of my two weeks, and a lovely way to end my final day, was taking part in a discovery session with a new client. Alongside members of the team, I was in the room and involved in the discussion, learning about their goals and the project. It was particularly interesting to see how carefully considered questions help draw out the information needed to understand the client and their expectations.

This experience has reshaped how I view PR for the better, and I only wish I could have stayed longer than two weeks. I can’t thank the team enough for making me feel so welcome and giving me insight into agency life. I would highly recommend it to anyone looking for a real taste of PR, especially with such a supportive team around you.

Thank you, Viva!