Hi! My name is Amber Groen, and I am a third year Communication Science student at the UvA. From February to June I had the pleasure of interning for De Balie. Located near Leidseplein in Amsterdam, De Balie is an independent journalistic center which produces programs centered around art, culture and politics. In forty years, De Balie has grown into a leader in the field of thought-provoking discussions, films, and art projects.
As an intern, I was part of the Marketing Communications department. This department ensures that all programs produced at De Balie are correctly communicated to the outside world. This includes not only social media, press briefings, and reaching out to communities, but also creating tangible materials like posters and monthly brochures that are distributed throughout the city. What I really valued during the internship was the diversity of topics for the programmes, which made each day different. One day I was creating a social media post about the food industry, the other day I was writing about the European elections.
On a daily basis, I was mainly busy ensuring that communities were approached to share De Balie’s programs, managing the social media channels, and writing the newsletter. Additionally, I also had the chance to use my creative skills by making reels with Adobe Premiere Pro or by assisting the visual editor with the design, which allowed me to master the InDesign program.
Throughout the internship, I collaborated with every department at De Balie. The organization fosters an open culture, with a communal space where members from the editorial, development, journalistic, and technical teams converge. Moreover, the presence of a café within the premises facilitates informal interactions, making it even easier to acquaint oneself with colleagues. Additionally, I collaborated extensively with all the interns from the editorial department while participating in the De Balie Academy.
De Balie Academy offers aspiring program makers the unique opportunity to develop a current and creative program. During De Balie Academy, interns participate in various workshops, such as dramaturgy, scriptwriting, and interview techniques. They familiarize themselves with all aspects of De Balie and learn step-by-step how to create a program, from drawing inspiration from public debates to inviting speakers. As the cherry on top, interns present their own program in the main hall of De Balie.
Besides my routine work duties, I dedicated five months to developing my own program titled Spirituality of Today: Is it Written in the Stars? alongside two fellow interns. Throughout this period, I gained valuable experience in brainstorming current and pertinent topics, assessing news value, reaching out to guest speakers, devising communication strategies, and promoting the program. Overall, it was an enriching and delightful journey!
I noticed from the start of my internship that the people who visit De Balie are largely an older audience. Therefore, I decided to base my research on young people between the ages of 18 and 30. I conducted research into the social interests of young people and the effect of celebrity endorsement on the purchase intention of tickets for a program. At De Balie, I was given a lot of time to work independently on my research. By conducting the research on my own, I gave my recruitment and statistical skills a boost.
Through this internship, I truly discovered that the world of journalism is the right place for me. I particularly enjoyed the aspect of writing. I believe that an internship should be a mandatory part of a study program because it is only then that you really find out what suits you, as well as what does not suit you. It is excellent preparation for the future, helping you make the right choice for a master’s program!
Communication & Marketing at De Balie
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