Progressions

Agency vs. In-House: Finding the Right Fit 

College is supposed to be the time for self-discovery, but where do you even begin? As a marketing major, I never truly felt I belonged in communications spaces. In my classes, I wasn’t learning how to write press releases or how the media cycle worked, which left me feeling disconnected from what I thought a future in communications might look like. I quickly became overwhelmed by my options, constantly hearing that marketing, public relations, communications and journalism all fall under the same category, yet each felt like its own distinct path. 

I learned more about agencies from PRSSA guest speakers, and I knew most companies had in-house marketing or communications departments, but I didn’t fully understand what those differences meant. Every option felt like a road veering far from the others, and I stood still, unsure of which direction to take. 

Finding the right fit can feel daunting, but I knew I had to start somewhere. I’ve always been a “test-run” kind of person — trying free samples before committing to the full product. A mindset I carried over to how I approached internships. Instead of seeing them as career-defining, path-choosing moments, I began to see them as opportunities to explore, learn and gather information. 

To better understand where I fit, I completed two internships in 2025: a summer marketing internship at BBI Logistics and a fall public relations internship at MediaSource. The experiences were extremely different, and I’m grateful I had the chance to try both. 

Here are a few honest takeaways from each experience: 

Agency: 

• Billing your time requires serious focus and accountability. 
• You have to be comfortable with unanswered emails (journalists really are that busy).
• Understanding the broader news cycle, beyond the companies you represent, plays a major part in what stories get picked up. 
• Enjoying writing and having a genuine interest in your clients make the experience far more rewarding. 
• You get comfortable advocating for yourself and asking questions early. 

In-House: 

• Collaboration is essential, even with teams you may not fully understand (yes, I’m talking about IT and accounting). 
• You gain a stronger understanding of brand voice and long-term strategy. Ideas can take months to fully come to life, which requires patience and trust in the process. 
• You see how communications fits into the larger business environment.
• Decisions often involve more stakeholders, which can slow things down but improves alignment. 

So, how should other college students go about finding their path? 

First, I’d recommend finding a company that stands out to you — and not in a “everything aligns perfectly” way. That rarely happens. For me, it meant browsing a company’s website and noticing small things that resonated, whether it was a value, a mission statement or even a design choice. I also recommend introducing yourself to someone at the company in a low-pressure setting and paying attention to the overall vibe. Your coworkers play a huge role in your experience, regardless of whether you’re at an agency or in-house. 

Next, I’d encourage students to try both environments if possible before graduating. Starting at an agency can offer breadth, exposing you to multiple clients and industries, whereas an in-house role allows for depth and a deeper understanding of one organization. Experiencing both helped me better understand what type of work feels best for me. 

Finally, consider the environments you work best in. Agencies are often known for their hustle and fast pace, but I found that both agency and in-house roles require flexibility and adaptability. Even in-house, you may be juggling multiple projects at once, such as collaborating with HR on recruitment efforts or working with IT on website updates. Knowing how to pivot is essential, and it is truly a skill that comes with time. 

To better understand my own preferences, I asked myself three questions:

1. Do I like seeing my work come to fruition within days or weeks, or do I prefer building toward long-term results? 
2. Do I thrive with built-in structure and accountability, or do I prefer more flexibility in how I manage my time? 
3. Do I enjoy writing and relationship-building for multiple clients, or completing digital design and brand work for one company? 

At the end of the day, choosing between agency and in-house won’t make or break your career. Internships are not final decisions, they’re learning experiences. Whether you find yourself in an agency or an in-house internship, the most important part is to give yourself the time and space to explore what truly feels like the right fit.