How Global Experience Shapes My PR Perspective

By: Colette Becker, Account Supervisor 

On paper, all my internships share the same title: Public Relations Intern. In reality, the role can look completely

different depending on where you’re working. In Tel Aviv, I worked at Selectika, a visual AI startup for e-commerce, in a fast-paced and independent environment. In Madrid, I interned at Expanish, a Spanish language school with campuses across Europe, where I learned that connection goes far beyond translation. And now, at CBH Communications in Boston, I’m part of a PR firm that thrives on relationships and precision. Experiencing PR across three countries taught me that communication isn’t universal – it’s cultural. 

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Madrid: Beyond Translation 

In Madrid, my role centered on building digital campaigns and engagement strategies for Expanish, but it quickly became clear that direct translation doesn’t equal effective communication. A caption that works in English might sound flat or out of touch in Spanish, so I had to redefine my understanding of “knowing your audience.” I realized that PR doesn’t just translate, it localizes. To connect with Exapanish’s audiences, I had to adapt my strategy and understand their humor, tone, and cultural nuances. Successful communication means thinking like your audience, not just talking to them. 

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Tel Aviv: Adapting Fast 

Tel Aviv was a completely different challenge. At Selectika, a fast-moving tech startup, adaptability wasn’t optional; it was the only way forward. With minimal supervision and rapid shifts in direction, I learned to take initiative, make swift decisions, and develop strategies independently. The culture demanded speed, data, and directness, which pushed me to be confident and proactive in my work. That environment taught me that being adaptable and decisive is just as crucial to PR success as creativity. 

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Boston: Relationships First 

Now, in Boston, my internship at CBH Communications has shown me the power of relationships. Working across 30+ hospitality clients, I’ve seen that every strong campaign starts with trust. Trust between agency and client, and between brand and audience. If Tel Aviv taught me to be bold and efficient, Boston reminded me that precision and empathy build credibility. Metrics matter, but authenticity matters more. 

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PRLab: Putting It All Together

As an Account Supervisor at PRLab, I pull from these lessons daily. I set early deadlines and take initiative like I did in Tel Aviv. I approach messaging with cultural awareness, like I learned in Madrid. And I prioritize relationship-building like in Boston. These habits have shaped how I lead my teams for clients like the Mattapoisett Museum and L’Amore Della Pasta, balancing creativity, accountability, and connection. 

Ultimately, my global experience doesn’t just make me more well-rounded; it’s the foundation of how I approach PR. Each culture taught me something new about communication, empathy, and leadership. Together, they shaped my belief that good PR can reach anyone, but great PR makes people feel understood. That mindset, more than anything, defines how I tell stories, lead teams, and connect with audiences today.

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About The Author

Colette Becker is a senior at Boston University majoring in Public Relations with a minor in Innovation & Entrepreneurship. She currently serves as an Account Supervisor for PRLab, leading teams for L’Amore Della Pasta and the Mattapoisett Museum. Outside of PRLab, she teaches tennis at FitRec and is a member of Alpha Phi, where she previously served as Vice President of Health, Wellness, and Accountability.