Advertising, PR, and Marketing Skills
In the fast-paced world of Mass Media today, it is not a wonder that employers are looking for very skilled and well-educated employees. Often, for an entry-level position in this field, a bachelor’s degree is not necessary (OOH). However, according to the Occupational Outlook Handbook for 2010-11, employers often desire potential employees to have a bachelor’s or master’s degree in business administration with an emphasis on marketing for positions in marketing, sales, and promotions management positions. Also highly recommended is the completion of an internship while in school (OOH). In exceptionally technical industries, like computer and electronics manufacturing, a bachelor’s degree in engineering or science, combined with a master’s degree in business administration, is preferred (OOH).
The Occupational Outlook Handbook also says, “A wide range of educational backgrounds is suitable for entry into advertising, marketing, promotions, public relations, and sales manager jobs, but many employers prefer college graduates with experience in related occupations.” For advertising management positions, some employers want a bachelor’s degree in advertising or journalism (OOH). It would be helpful for the person to have taken classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography (OOH).
For public relations management positions, some employers would like the applicant to have a bachelor’s or master’s degree in public relations or journalism (OOH). The Occupational Outlook Handbook says, “The applicant’s curriculum should include courses in advertising, business administration, public affairs, public speaking, political science, and creative and technical writing.” Just like the other jobs available in this area, communication holds a huge part of employability. The majority of job listings have written and oral communication skills at the top of their lists of necessary skills for someone to even be considered for the job they are listing.
The majority of advertising, marketing, promotions, public relations, and sales management positions are filled through the advancement of qualified staff or related professional personnel (OOH). For instance, many managers are previous sales representatives; purchasing agents; buyers; or product, advertising, promotions, or public relations experts (OOH). Advancement to management positions in small firms usually comes very slowly (OOH). However, in large firms, promotion could possibly occur more rapidly (OOH).
The Occupational Outlook Handbook also says, “Computer skills are necessary for recordkeeping and data management, and the ability to work in an Internet environment is becoming increasingly vital as more marketing, product promotion, and advertising is done through the Internet.” The ability to communicate in a foreign language, especially in cities with large Spanish-speaking populations, may open doors to employment opportunities in many rapidly growing areas around the country (OOH).
According to the OOH, “Persons interested in becoming advertising, marketing, promotions, public relations, and sales managers should be mature, creative, highly motivated, resistant to stress, flexible, and decisive.” It is vital to be able to communicate convincingly, both orally and in writing, with other managers, staff, and the public (OOH). It is also important that these people have tact, good judgment, and outstanding ability to begin and sustain successful personal relationships with supervisory and professional staff members and client firms (OOH).
In reading about advertising jobs, another point that comes across is that it is a very competitive industry. AllArtSchools.com puts in their description of Ad designers:
Aspiring ad designers also need to have a competitive edge. The advertising industry is highly competitive—possibly even bordering on cutthroat.
As well as having distinguished communication skills, persons interested in this kind of career should be experienced in sales. Previous sales experience is also a qualification listed high upon job listings for positions in these areas. The OOH says specifically about careers in Public Relations:
In addition to the ability to communicate thoughts clearly and simply, public relations specialists must show creativity, initiative, and good judgment. Decision-making, problem-solving, and research skills also are important. People who choose public relations as a career should have an outgoing personality, self-confidence, an understanding of human psychology, and an enthusiasm for motivating people. They should be assertive but able to participate as part of a team and be open to new ideas.
About Advertising, OOH says the individual should be:
Because they represent their employers to the executives of client organizations, advertising sales agents must have excellent interpersonal and written communication skills…Self-motivation, organization, persistence, independence, and the ability to multitask are required because advertising sales agents set their own schedules and perform their duties without much supervision. Creativity also is an invaluable trait for advertising sales agents, who must come up with new ways to attract clients and to serve existing ones.
As social media is becoming a greater tool to reach consumers and understand their wants and needs, employees’ will need more technical knowledge than before. Although they will not need the array of knowledge as say a software developer or web designer, they will need pertinent and basic skills of certain internet and computer software and hardware. They should know how to use social media effectively.
To summarize, and individual desiring to get a job in the Advertising/PR/Marketing fields today should be well-rounded and knowledgeable. This person should not only have great communication skills, both oral and written, but they should be creative and for certain positions, expert salespersons. They should also be well-versed in the ways of the web, able to understand and use social media outlets, as well as basic internet usage. A person with these skills will have a much greater employability.
Works Cited
Occupational Outlook Handbook (Advertising, Marketing, Promotions, Public Relations, and Sales Managers). Bureau of Labor Statistics. United States Department of Labor. 2010. 16 June 2010 <http://www.bls.gov/oco/home.htm>.
Advertising Design Job Description. 2010. All Star Directories, Inc. 2010. 17 June 2010 <http://www.allartschools.com/faqs/advertising-design>
