Written by Trish McGee

The public relations (PR) and communications industry is in a state of major transformation. The rapid digital adoption and the rise of AI have reshaped the landscape, with authenticity, credibility and trust more important than ever.  

In 2025, navigating a media environment battling misinformation demands a new kind of professional. Success now requires more than just a degree – it demands practical skills, digital proficiency, and real-world experience. 

The IMPACT Agency’s founder and CEO, Nicole Webb, said: “At IMPACT, we believe that investing in the next generation of PR professionals is critical to ensure the future of a robust, dynamic, and trustworthy industry. For more than 26 years, we’ve championed emerging young talent, as we know that great communications start with great people.” 

IMPACT’s Emerging Talent Program: Building work-ready graduates 

In response to the demand for work-ready graduates, IMPACT’s Emerging Talent Program provides students with a deep and practical understanding of the sector, in addition to agency operations. 

An IMPACT intern will gain exposure to a diverse range of PR and communications skills and development opportunities in an agency setting, including: 

• media relations activity and strategic pitching 

• creative ideation and campaign development 

• influencer and social media content creation and execution 

• media and social media benchmarking and analysis 

• IMPACT’s innovative AI benchmarking and research 

• behaviour change and insights experience 

• event organisation and promotion, and 

• client and campaign reporting. 

“IMPACT’s Emerging Talent Program provides that extra foothold for students and graduates looking to gain professional experience and build a strong foundation for their careers,” Nicole said.  

Meet Daniel Pedavoli 

We are excited to introduce Daniel Pedavoli, who will be undertaking an internship with IMPACT for the next eight weeks.  

Daniel is a second-year student enrolled in Bachelor of Marketing and Media at Macquarie University, having recently switched his field of study. 

“When I first started university, I was initially studying a Bachelor of Economics as I enjoyed the subject in my senior years of high school. However, throughout my degree, I grew to love and admire the job opportunities in the media landscape, leading me to change degrees – and I haven’t looked back since,” Daniel said.  

When not studying or working at the IMPACT office, he enjoys listening to music, watching movies and TV shows or going to the gym. He is also a passionate swimmer and gives back to his community as a part-time swim teacher in Western Sydney.  

On why he wanted to join IMPACT as a part of our Emerging Talent Program, Daniel stated that he hoped to gain hands-on experience with clients and a deeper understanding of the industry.  

“I started my internship at IMPACT on the 30th of September, and I’m loving every bit of it. Throughout the program, I really want to figure out which sector of PR interests me more – either consumer or corporate. 

“It has already been such an amazing opportunity to gain invaluable education through agency experience to better prepare myself for my career in the years to come,” he concluded.   

Welcome to the team, Daniel!  

If you’re a student or graduate seeking an internship in PR and want to know more about IMPACT’s Emerging Talent Program, contact Trish McGee at trish@impactagency.com.au.