Role Title: Communications Project Intern
Organisation: City of Swan
Internship Period: Semester 2 (July – October)
Location: Midland
Conduct Strategic Research - investigate current trends, benchmarks, and innovations in:
1. Social media engagement and platform algorithms
Proactive communication models used by leading public and private sector organisations.
Contemporary brand strategy frameworks (e.g., brand archetypes, tone of voice)
Review case studies, white papers, government guidelines, academic sources, and industry reports (e.g., Edelman Trust Barometer, Sprout Social Index).
2. Analyse Competitor and Sector Activity
Perform comparative analysis of how peer organisations (e.g., councils, state agencies, NGOs, brands) use:
Visual identity and tone across digital channels
Crisis vs. proactive messaging
Cross-channel storytelling
Create summary reports and visual audits of competitor content strategies.
3. Identify Best Practice Frameworks
Research and summarise established communication models, such as:
PESO model (Paid, Earned, Shared, Owned)
Hootsuite or Meta’s best practice guidelines
Customer journey–based brand messaging
ISO or IAP2 guidelines for public engagement
The City of Swan is a local government area of Western Australia. It is in the eastern metropolitan region of Perth and includes the Swan Valley and 42 suburbs. It is centred approximately 20 km north-east of the Perth central business district.