KPJ Ipoh Specialist Hospital / Amirah Zafirah Musa

Industrial training serves as a critical capstone experience for undergraduate students in the Faculty of Business Management. It offers an invaluable opportunity to bridge the gap between academic learning and real-world application by placing students in professional environments where they can develop practical knowledge, essential work skills, and a professional attitude. This report provides a comprehensive evaluation of my 24-week internship at KPJ Ipoh Specialist Hospital, specifically in the Public Relations Department, conducted from 12th August 2024 to 24th January 2025. The primary objective of the internship was to equip students with hands-on experience in a professional setting. At KPJ Ipoh Specialist Hospital, my exposure to the Public Relations Department allowed me to understand the intricacies of corporate communications, event management, media relations, and community engagement. Given my academic background in Bachelor of International Business (Hons), this experience was particularly valuable as it introduced me to an entirely new domain of knowledge, outside my primary field of study. Through this cross-disciplinary experience, I was able to apply my business acumen while acquiring new skills specific to public relations. Initially, adapting to the new environment and responsibilities posed significant challenges. The Public Relations Department's dynamic nature demanded adaptability, strong communication skills, and the ability to manage multiple tasks under tight deadlines. Despite the initial difficulties, I gradually acclimated to the work culture and began to take on more responsibilities with confidence. My supervisors played a pivotal role in mentoring me, providing guidance, and entrusting me with key tasks, which greatly enhanced my learning experience. As a result, I was able to strengthen my work ethic, sense of accountability, and ability to work collaboratively in a team. Throughout the internship, I contributed to several significant tasks, including assisting in organizing press conferences, drafting press releases, coordinating media coverage, and executing Corporate Social Responsibility (CSR) programs. These responsibilities allowed me to gain first-hand experience in handling real-world communication challenges and foster community relationships. Moreover, I honed my skills in event coordination, data management, and graphic design, which are crucial competencies in the field of public relations.

Beyond the operational tasks, the internship required us to conduct a SWOT analysis of the company. This analysis involved identifying the department's strengths, weaknesses, opportunities, and threats. The SWOT analysis served as a critical thinking exercise, encouraging us to evaluate both internal and external factors that affect the department’s performance. By understanding these elements, I was able to provide informed discussions and practical recommendations that could help the department remain competitive and relevant in the healthcare industry. In conclusion, the industrial training program at KPJ Ipoh Specialist Hospital was an enriching experience that provided a realistic and practical foundation for my future career. It not only enhanced my professional capabilities but also broadened my understanding of the healthcare sector and its unique public relations challenges. This experience has prepared me for future roles by instilling a strong sense of responsibility, adaptability, and teamwork, which are essential for any career path I choose to pursue.