The pedagogy relevant to work-integrated learning (WIL) has formed a significant component of most educational processes and has become a necessity for the public relations industry in South Africa. Properly planned, designed and monitored programmes expose students to professional culture and workplace practice. This paper outlines the pedagogy underpinning WIL and uses a qualitative approach to reveal communication challenges experienced by students in the workplace. In addition, the paper highlights the ability of the students to reflect on their work experiences and to integrate those experiences with their academic lessons. The author concludes that students thrive on challenges in the public relations industry and that the capabilities they develop as a consequence can be used effectively to enhance their work performance. (Contains 1 figure.)