2. 2
Contents
Section 1 Aims and Objectives ...................................................................................3
Section 2 Reflective Analysis .....................................................................................3
Introduction............................................................................................4
Internship ...............................................................................................6
Tasks ......................................................................................................6
Developing Skulls and Insight .............................................................10
Overcoming Challenges.......................................................................11
What I Learnt .......................................................................................13
Successes..............................................................................................15
Measuring Success ...............................................................................17
Reflection upon Host Feedback and Evaluation..................................18
Conclusion............................................................................................20
Bibliography.................................................................................................................21
Appendix A...................................................................................................................22
Host Feedback and Evaluation Form...................................................................
Appendix B...................................................................................................................23
Internship Application Form................................................................................
Internship Timetable Log.....................................................................................
Appendix C...................................................................................................................24
Internship Completion Certificate........................................................................
Appendix D...................................................................................................................25
The Knowledge Application Form .......................................................................
Evidence.......................................................................................................................26
3. 3
Aims and Objectives
Aims
1. To gain a broader knowledge of a career within an arts organisation.
2. To expand my working knowledge of arts organisation and practice on a
professional level.
3. To build on current skills attainted through my degree discipline.
4. To gain experience within the marketing division of a contemporary art space.
5. Develop my communication skills and the way in which to network
successfully in order to acquire valuable contacts if I should choose to pursue
a career in the arts after my undergraduate degree.
6. To liaise with the Marketing team in order to cultivate innovate ideas that
encourage public and student participation.
7. To build upon my current knowledge of the publishing process.
8. To work with the understanding that there is a purpose greater than myself.
Objectives
1. To secure an internship within a large contemporary art space.
2. To be efficient and pro-active in order to achieve my aims.
3. To be efficient and attentive so as to learn from my experience.
4. To hone and cultivate my existing communication skills.
5. To test my ability to prioritise and manage my time effectively.
4. 4
Reflective Analysis
Introduction
My long-term career goal is two-fold; on the one hand I would like to work within the
publishing industry, preferably within a role that utilizes the skills attained through
my degree discipline. On the other hand, I hope to channel my passion and
enthusiasm for the arts into working through either a management or curator role for a
gallery. Prior to university I was fortunate enough to travel, my interest in fine art and
contemporary art practice was fostered and redefined; I was staggered at how many
galleries and cultural attractions offered a free or subsidised participation in arts
scheme for European students and thus, upon my return to university, I was dedicated
to become involved within such an organization.
Prior to undertaking the Working with Literature module I conducted initial research
into Peninsula Arts as both an organization and an independent contemporary art
venue to see if the organization would provide me with the opportunities to achieve
my aims and objectives. My research found that the gallery is the largest
contemporary art space in Plymouth and hosts exhibitions from internationally
renowned artists. Their principle aim is to provide access to a wide-range of high
quality art and cultural experiences; which informed by the expertise, research and
scholarship of the University and its partners, is made available to the communities of
Plymouth, the South West and visitors to the region.
An initial draw to undergoing an internship at Peninsula Arts was the fact that the
gallery is dedicated to “Supporting Art and Culture in the South West” (Website).
Providing a service entitled SPiA, an acronym of Student Participation in Arts
Scheme. The scheme essentially allows students of Plymouth University student, to
5. 5
be part of a high quality arts environment, no matter which course – or level of study.
It was for this precise reason that I came to the conclusion that Peninsula Arts
presented the perfect opportunities to help achieve my aims.
Seeking approval from the module leader I contacted the Peninsula Arts gallery and
enquired about the application process, upon speaking with the Box Office Assistant I
tailored my cover letter and curriculum vitae to fit the objectives of the organisation.
The following week I was invited to attend an informal interview with their gallery
Curator and Box Office Assistant to discuss the most suitable course of action to
achieve my aims.
6. 6
Tasks
Box Office Assistant and Gallery Steward:
Upon my appointment as an intern within Peninsula Arts my initial duties were
largely positioned within a ‘front-of-house’ role; thus I enacted the responsibilities of
both gallery steward and Box Office assistant when required. To a large extent this
part of my internship focused primarily upon becoming accustomed to the different
roles of staff, interns and volunteers.
The roles of Box Office Assistant and Gallery Steward required me to be attentive to
the wants and needs of the customers yet, at the same time, allowing them to enjoy
the exhibition and art space free of distractions. Due to the wide variety of cliental
that Peninsula Arts attracts I found that I had to adapt my personality and
communication skills to fit a fluctuating demographic. For example: the way in which
I would explain a current exhibition to a second year Fine Art student would differ
greatly to the way in which I would explain the same exhibition to a Peninsula Arts
member. However, I endeavored to maintain the upmost degree of customer service
as to effectively represent Peninsula Arts as both a viable and condemnable
organization dedicated to supporting “Art and Culture in the South West” (website)
In order to preform my internship to the best of ability it was necessary to familiarise
myself with current and upcoming events and exhibitions; In order to successfully
accomplish this familiarisation I begin to look at the artists’ previous works and
exhibitions that Peninsula Arts had previously publicised; It was my hope that if a
customer was to ask me about a current or upcoming exhibition I could provide an in-
depth explanation of the current or upcoming art work and if necessary how it relates
of differs from the artists previous works.
7. 7
Promoter:
On various occasions I was required to represent Peninsula Arts as an ambassador;
my job was to encourage potential customers to become part of the organization. I
promoted the organisation at both; The Fresher’s Fair in September and a number of
the university’s open days. These roles, to a large extent, enabled me to take full
advantage of the skills attained through my degree; the tasks required me to hone and
cultivate both my professional and confident communication skills, while, at the same
time; communicating effectively Peninsula Arts’ focus upon student participation in
art.
One scheme in particular that my roles encouraged me to promote was the “SPiA”
scheme which inspires student participation in arts by allocating them, based on
course and level of study, a degree of credit that can be redeemed against current and
upcoming exhibitions, performances, talks and films present in the program. Francois
Matarasso’s Use or Ornament defines the social impact of participatory arts
programmes as the “area of the arts that social benefits are most commonly attributed
in policy discussion” (Matarasso, 1997, p. iii). Suggesting that participatory arts
programmes can produce positive social effects that are “out of proportion to their
cost” (Matarasso, 1997, p. 81). As I have previously stated the SPiA programme was
an initial draw to undergoing an internship with Peninsula Arts and thus I was
enthusiastic in delivering Peninsula Arts objectives in relation to this project to
potential visitors. During this task it was necessary for me to adapt the way I
communicated Peninsula Arts’ objectives effectively, the task required me to use my
initiative in the sense that I had to determine myself Peninsula Arts’ target market and
demographic. From research into different marketing strategies I found that effective
8. 8
verbal communication was vital to the acquisition of customers. Bruhn 2003 suggests
that:
Measures to direct word-of-mouth communication are instruments of a
symbolic persuasion strategy for winning advocates of the corporation that
speech positively of the firm and its products with potential customers.
(Bruhn, 2003. Pp.107)
I endeavored to approach potential customers in a confident and responsive manner,
remaining cautious that the way in which I presented myself would reflect either
positively or negatively upon Peninsula Arts itself. I directed my enthusiasm for the
Student Participation in Arts scheme in such a way that was accessible and relatable
for current and prospective students, while focusing largely upon exhibitions of
particular interest for Friends of Peninsula Arts and members of the History
Association.
Publication Liaison:
Throughout my internship with Peninsula Arts I was often required to liaise with a
vast variety of publications in order to secure promotion for the upcoming program of
events and exhibitions. This experience gave me a valuable insight into the realm of
free advertising and how this can be mutually beneficial for the parties involved.
Throughout this task I was aware that the manner in which I presented myself would
reflect directly upon Peninsula Arts as an organisation and thus I endeavored to
maintain the upmost degree of professionalism, whilst composing myself as both
articulate and proficient over email. This experience equipped me with invaluable
networking skills that I have readily transferred across my other voluntary work
9. 9
within the university. I am now confident that if required I could represent a company
to the best of my ability and network successfully in order to secure a career in either
publishing or the arts industry.
During this role I was engaging largely with Peninsula Arts’ marketing strategy; the
organisation primarily relies upon word-of-mouth and free advertising through the
mediums of the Internet and local print and so networking was key in acquiring new
contacts and building upon the contacts already held by the organisation. This role in
particular allowed me to build upon my limited business knowledge and professional
acumen giving me a greater insight in Peninsula Art’s demographic and scale of
audience. The role continued to provide me with a working knowledge of the possible
locations to advertise for free in the UK; knowledge I will be sure to deploy in future
employment.
10. 10
Developing Skills and Insight
During my ongoing internship there were several artists and upcoming exhibitions
that I was not familiar with and was thus apprehensive about how I would
communicate effectively the aims of their particular exhibition to the public. However
I combatted this uncertainty by researching thoroughly before and during my
placement; I made an effort to talk to the gallery curator, as I believed she would be
the best person in relaying information regarding the artists and their works. Nobody
minded if I couldn’t provide all the answers initially; I was reassured that the ability
to answer questions came gradually over time. The visitors placed a higher value on
how approachable and welcoming the gallery stewards were, thus, when next in a
similar customer facing position I will endeavor to maintain the mentality that
professionalism, initiative and confidence are as equally important as knowledge.
My time spent as Gallery Steward and Promoter allowed me to develop upon both my
cooperation and face-to-face communication skills in a professional environment.
Enabling me to work more efficiently and proactively as a member of a team; a skill I
have since transferred to my working environment both within the Student’s Union
and within group work upon my course.
My internship required me to be professional and confident whilst using an intuitive
approach to creative decision-making and problem solving. This opportunity thus
encouraged me to develop and enrich the skills attained from my degree discipline
within a professional environment. I continued to develop my ability to adapt;
whether that was to a fluctuating demographic or a diverse environment. When I am
next in similar customer facing role I will be conscious that professionalism, initiative
and confidence are vital attributes at communicating knowledge effectively.
11. 11
Overcoming Challenges
My internship with Peninsula Arts often required me to preform duties that were
occasionally monotonous and time consuming; I was often required to distribute
invitations and promote upcoming events and exhibitions on the Internet, this, to a
large extent involved being situated at a desk for long periods of time. Though the
work involved a lot of repetition and was at times tedious and demoralizing, it
provided me with a genuine reflection into what a career in arts and gallery
organization may entail.
In order to achieve the best results I endeavored to channel my passion and
enthusiasm for the arts into building a beneficial rapport with both my colleagues and
fellow interns. To a large extent such a professional relationship was successfully
attained; the working environment was “mutually supportive” (Howitt, 1999, pp.65)
and beneficial, both encouraging and motivating me toward the completion of tasks
that I may have otherwise found tedious.
This was most successfully applied upon the numerous intermittently busy
promotional events such as postgraduate events, exhibition launches, and university
open days. I was often inactive and unoccupied however I was more often that not
accompanied by a fellow intern and so the time spent idle was more interesting.
Throughout these experiences I aimed to lead my example in the hope that my
colleagues would be further inclined to emulate my enthusiasm and professional
attitude; a state of mind I have since demonstrated within my current employment at
the Students Union.
These setbacks encouraged me to take a creative approach to problem solving and
mustering enthusiasm for the task at hand; a transferable skill that I will strive to
12. 12
utilise in my future employment following my undergraduate degree. In hindsight
however if I find myself in a similar position I aim to be forthcoming in negotiating
the most suitable experiences, as to ensure the adequate completion of my particular
aims and objectives.
13. 13
What I Learnt
My internship at Peninsula Arts constantly provided opportunities for me to feel
positive about the work I had produced and the skills that I had cultivated and honed.
Firstly, I endeavored to preform every task to the best of ability regardless of my
enthusiasm for it, much to the appreciation of the staff. I laboured with an
understanding that there was purpose greater than myself and that if we, as an
organisation, were to achieve our aims and mission objectives then I had to work to
the best of my ability; a frame of mind I will strive to emulate in both my current and
future employment.
Secondly, I believe the application and interview process allowed me to tailor my
attained skill set suitably for an internship and in turn has permitted me to engage
with the process by which I may tailor my curriculum vitae for a future graduate job
(See appendix D). This experience has tested by ability to prioritise as I often had to
complete a number of tasks in one given day; a skill that I carry with me throughout
both the remainder of degree and my paid work within the Student’s Union.
In addition the minor jobs my internship entailed I was provided with a broad
working knowledge of the events and arts industries. It was refreshing to have a
number of varying job roles throughout my internship as it allowed me to identify the
sector of my internship that I enjoyed the most and should pursue a career in. I have
since used my skills acquired throughout my internship to secure an Arts Section
Editor position for the coming term with Plymouth University’s student newspaper
The Knowledge.
I actively used the networking skills attained from my internship in order to secure
relevant professional contacts and character references if I were to persue a career
14. 14
within arts and gallery management. I communicated with Sarah Chapman; the
gallery director, Nadia Thorndrayen; the curator and Hayley Partridge, the marketing
executive all on a regular basis. My ongoing an internship with Peninsula Arts has
moreover encouraged me to become more directly involved with the local art
community, this in part, was largely entertained through liaising with local artists,
photographers, business and gallery owners.
15. 15
Successes
My internship at Peninsula Arts provided with me several opportunities in which to
feel positive about the success I have achieved, for instance; I was instrumental in
recruiting future interns from a number of networking events, be that university open
days or the university’s Sports & Societies fare, Fresher’s and Refreshers fare. This
recruitment was an outcome separate from the task at hand; I was merely trusted to
deliver Peninsula Art’s aims and objectives to prospective and current Plymouth
University Students while promoting the ‘SPiA’ Scheme.
I found that my passion and enthusiasm for both the Arts and the Student’s
Participation in Art’s Scheme was channeled into presenting Peninsula Arts as a
viable work experience opportunity for those interested in a career within Arts and
Media. As a result many students have since signed up to undergo a continuous
internship, much to the praise of my colleagues. I found that my ability to promote
Peninsula Arts effectively was recognised which in turn fostered my confidence in
approaching potential customers whilst supporting a belief that I was an indispensible
part of the team. I believe this outcome is testimony to the extent in which I have
developed the communication skills attained from my degree discipline and cultivated
them in a professional arts environment.
A further quantifiable measurement of my success within Peninsula Arts would be
that I was approached by Literature Works to act as a sole intern for the imminent
organisation and promotion of the upcoming Plymouth International Book Festival.
My internship supervisor, Suzanne Hawkins, was contacted directly by Bertel Martin,
an organiser for Plymouth International Book Festival, who requested the name of a
candidate suitable to act as a sole intern for the festival; I was contacted shortly
16. 16
afterwards. It is with hope that the recommendation I received from Suzanne will go
far in serving as testimony for my professional character and acumen when applying
for graduate jobs and internships following my undergraduate degree.
My role at the book festival largely comprised of similar duties to Peninsula Art thus
the professional skills I had attainted were easily transferable. My competence with
computers benefitted me sufficiently throughout this internship. I was often required
to compile marketing presentations and strategies and thus the presentation and time
management skills attained through my degree were significantly helpful. My
experiences at Literature Works have, to a large extent, furthered my confidence and
competence in both team and independent environments and encouraged me to
complete tasks with patience and efficiency. The Internship provided me with the
opportunity to network with both local and national authors; I developed significant
intercommunication skills through this experience and was at times required to
entertain the authors themselves. My involvements at Literature Works further
illustrate my abilities to present myself professionally in a creative industry.
Measuring success
17. 17
A quantifiable measurement of success can be most effectively recognized through
the completion of a particular set of aims and objectives identified at the beginning of
this project. To a large extent I succeeded in achieving both my first aim and
objective, I successfully acquired an internship within Peninsula Arts and was
efficient and proactive in negotiating the tasks that would help achieve my intentions
effectively. I was proactive in acquiring an internship with Peninsula Arts prior to the
Working With Literature module and could not of been more efficient in tailoring my
internship to coincide with this independent project. As a result I gained a realistic
view of what a career in arts and gallery management may entail; further illustrating
the manor of professional skills involved.
Secondly I aimed to expand my working knowledge of arts organization and practice
on a professional level; be that communications, time management or market
research. To a large extent my substantial roles as Box Office Assistant, Gallery
Steward and Marketing Associate all provided with the opportunities in which to do
so. I was required to liaise not only with the student public but also external visitors,
various print publications and local artists, photographers and gallery coordinators. I
endeavored to employ my literary and proficiency whilst networking with the
aforesaid populaces to acquire the best results.
Thirdly I aimed to build upon the skills attainted from my degree discipline and
cultivate these skills in a professional arts environment. Reading a degree in English
Literature has provided me with a particularly transferable skillset and thus I was
initially at an advantage. I built upon my time management, research and
communications capabilities through a predetermined set of tasks. I endeavored to
18. 18
take a creative and analytical approach to research in the hope this would in turn
benefit my own essays and enrich my developing research methods; thus enabling me
to establish innovative and creative approaches to my upcoming essays.
I feel this experience has also significantly benefitted my presentation ability and
confidence in delivering said presentations to the best of my ability. I am now able to
take an analytical and efficient approach to presenting complicated ideas effortlessly
and effectively; due in part to synthesizing Peninsula Arts’ aims and objectives to a
fluctuating demographic of students and external gallery visitors. As well as liaising
with the Marketing team in order to cultivate innovate ideas that encourage public and
student participation.
My fourth and final aim was to use my internship with Peninsula Arts to gage whether
or not I should pursue a career within arts and gallery management. Reflecting on my
experience I can firmly assert that arts and gallery management is certainly a career
track I venture to chase following the graduation of my undergraduate English
Literature degree. Thus, throughout the remainder of my degree I aim to secure
relevant professional work experience in order to both benefit and tailor my
curriculum vitae (See Appendix D).
19. 19
Reflection on Host Feedback
Reflecting upon my host’s feedback and evaluation from (See Appendix A) I believe
it accurately depicts the duties and roles I was assigned throughout my internship.
Throughout this reflective account I have identified the ways in which I have liaised
with various publications and have accounted for the times in which I have been
instrumental in securing new interns whilst advocating for Student’s Participation in
Arts. Alongside these acknowledgments I additionally believe that my enthusiasm and
passion for the arts has been recognised in my creative approach to problem solving.
A skill that I believe can only beneficial upon my pursuit of a career in a creative
industry.
Self-assured that the skills I have attained from this placement will only benefit me in
my future endeavors; it is with pleasure that my dedication and commitment has been
recognized by my internship supervisor, so much so that I have proven to be an
indispensible and reliable member of team. My feedback emphasises my ability to
tailor my personality and professionalism in order to fit specific environments, in turn
helping me achieve the best possible outcomes.
My host’s reflection and feedback will remain to serve as an accurate representation
of my dedication and commitment to a voluntary internship. It is with the hope that
such a reflection will go a long way in helping me secure a further placement, be that
paid or voluntary. Alongside the aforementioned factors I hope that this feedback
will go far in assuring my character in a professional environment as well as
portraying my professional ability effectively and positively to potential employers.
20. 20
Conclusion
Returning to the set of predetermined aims and objects defined at the beginning of
this project it is possible to identify, after producing this reflective account, that
Peninsula Arts has been instrumental in providing the opportunities and work
environment in which to complete my goals to the best of my ability. Overall I have
thoroughly enjoyed my internship and fell that I have developed and gained
significant skills that will benefit me if I choose to pursue a career within the arts and
arts management. Peninsula Arts has been influential in reassuring that a career within
an arts industry is something I should definitely pursue following my undergraduate
degree; an opportunity I wouldn’t have experienced if I had not undergone the
Working With Literature module.
Prior to undergoing an internship with Peninsula Arts I was hesitant as to what career
I should pursue following my degree, however Peninsula Arts has encouraged an
understanding that there are various ways in which an Arts Industry can create
sustained career roles. Thus, I have since looked at educational progression routes and
have determined that following my degree I shall endeavor to undergo a MBA
(Masters of Business Administration) majoring in Art History.
Finally, though Peninsula Arts provided me with a valuable insight into a career
within a creative industry, it has endorsed an understanding that if I were to persue a
career within the arts I would aim to work for much larger company than Peninsula
Arts; thus, I have since applied for internships at The Barbican Theatre, Plymouth
Arts Centre and The Tate: St Ives. In the hope that upon applying for graduate jobs
my enthusiasm and commitment to the arts will be recognised through my relevant
and growing professional work experience.
21. 21
Bibliography
Bruhn, Manfred. (2003) Relationship Marketing: Management of Customer
Relationships. Malaysia: Pearson Education Limited.
Howitt, Mark. (1999) The Handbook of Good Business Practice. UK: International
Thomson Business Press.
Matarasso, F. (1996) Defining Values: Evaluating Arts Programmes, Working Paper
(Comedia, Bournes Green, Stroud).
Matarasso, F. (1997) Use or Ornament? The Social Impact of Participation in the
Arts (Comedia, Bournes Green, Stroud).
Matarasso, F. (1998a) Poverty & Oysters. The Social Impact of Local Arts
Developments in Portsmouth (Comedia, Bournes Green, Stroud).
Matarasso, F. with Chell, J. (1998b) Vital Signs. Mapping Community Arts in Belfast
(Comedia, Bournes Green, Stroud).
“Supporting Art and Culture in the South West”;
www.plymouth.ac.uk/pages/view.asp?page=35791 [accessed 03/03/14]
