Davíð Ernir Kolbeins
Consultant, Athygli Consulting, Reykjavík, Iceland
Bachelor of Communication Studies in Public Relations
The practical nature of the Bachelor of Communication Studies is what drew him to AUT and New Zealand to study public relations, says Davíð Ernir Kolbeins who came to AUT as an international student from Iceland.
“After careful consideration, I knew that public relations was the field I wanted to pursue. I was also keen to study overseas, experience a different culture and challenge myself by trying something completely new. While researching my options, I came across AUT and was immediately drawn to the structure of the degree, the courses on offer and the strong practical focus of the programme. The more research I did, the clearer it became that AUT had a highly regarded and well-established PR programme, which ultimately made it an easy choice for me.
“Looking back, I’m extremely grateful for how practical the programme was. Theory is obviously an important part of developing the mindset and understanding required for a career in PR, but having the opportunity to take what we had learnt and apply it to real-world situations was invaluable. As part of my degree, I had the opportunity to complete a short internship where I gained invaluable experience, but the experience that prepared me most for working in PR was Outside the Square, AUT's student-run PR consultancy. Third-year PR students worked on real assignments for real clients, including NGOs and charities. That experience gave me a much better understanding of what working with clients, developing ideas and delivering professional PR work actually involves.”
He says the people he met along the way were what made his time in New Zealand so special.
“Without a doubt, the people were one of the biggest highlights of my time at AUT. That includes my fellow students, the friends I made through student accommodation, and last but certainly not least, the faculty. I always felt that the lecturers genuinely cared about their students and were willing to offer support, guidance and encouragement whenever it was needed. There was a real sense that they wanted you to succeed, not only academically but also in preparing for your future career.”
Making a difference through PR
After graduating from AUT in 2022, Davíð is now back in Iceland and enjoys working as a PR consultant for Athygli Consulting, a strategic communication and public relations firm based in Reykjavík.
“I’m proud to say that, despite still being relatively early in my career, I’ve already built a career in the field I always wanted to work in. I’ve had the opportunity to work in communications for the Football Association of Iceland and now work as a consultant at one of Iceland's leading PR firms. Iceland is a small market, even smaller than Aotearoa, and breaking into a specialised field such as PR can be challenging. My education and experience at AUT gave me a strong foundation, and the confidence and skills to establish myself in the industry.
“As a consultant at Athygli, I get to work with a wide variety of clients and tackle very different challenges from one day to the next. It’s a role where you have the opportunity to make a genuine difference, whether that means improving an organisation's communication, contributing positively to public discussion or helping clients communicate effectively with important stakeholders. No two projects are quite the same, which keeps the work both interesting and rewarding. Being able to work every day in a profession I genuinely enjoy is something I’m very proud of.”
He says his time at AUT prepared him extremely well for the mindset required to work as a PR consultant.
“The theory and academic side of the programme gave me a strong foundation for working in a strategic environment, but what has surprised me most is how often I still draw on the practical elements of my studies. Even today, I occasionally go back to old lecture slides or course material when I want to refresh my knowledge on something practical, such as preparing client pitches or approaching a particular communications challenge. It says a lot about the programme that the material is still relevant to the work I do today.”
Advice for other students
Davíð has some great advice for other students.
“There’s a good chance that once your degree is finished, ‘adult life’ properly begins – finding a job, paying bills, working long hours and taking on more responsibilities. So enjoy your time at AUT while you can. There will be times when the theories become a little stale, assignments pile up and deadlines feel overwhelming, but I can almost promise that one day you’ll look back and miss it. Make the most of the people you meet, the opportunities you get and the freedom that comes with being a student.”
He also has some guidance for those dreaming of a career in PR.
“You have to be willing to put yourself out there and actively go after what you want. Pick up the phone and ask about the job you want. Reach out to someone you’d like to work with. Don't assume that everything will simply fall into place by itself. Sometimes, just having the confidence to make that call or send that message is enough to make you stand out from everyone else who didn't.”
