03/09/2026
Earlier today we were very pleased to welcome a group of Western Sydney University communication students to Primary Comms Group for a behind-the-scenes look at agency life.
For us, opportunities like this are about more than opening the office doors. As an industry, we all have a role to play in nurturing the next generation of communication professionals, helping emerging practitioners understand the pathways available to them and the skills they will need to build along the way.
Many of the students are in, or approaching, their final year majoring in PR, communication and advertising, so it was a great opportunity to move beyond the theory and talk about what working in communication looks like in practice.
Our team shared their own career journeys and experiences in PR and walked through how a client project comes to life, from strategy and planning through to delivery.
The students also heard from our intern Lara, who offered a valuable perspective on taking those first steps into the industry and building experience early in your career.
Most importantly, there were plenty of questions and conversations about what students can be doing now to build their skills, knowledge and confidence as they prepare to enter the workforce.
A big thank you to Vanessa Campbell, Dr Nicole Bridges and Western Sydney University for bringing the group in, and to our own Melissa, Sue, Alexandra, Chris, Frank and Lara for generously sharing their time and insights.
Strong partnerships between universities and industry are an important part of helping shape the future of our profession.
