Marketing, Advertising, and Public Relations

Explore a career in Marketing, Advertising, and Public Relations.

The purpose of the marketing, advertising, and public relations (PR) industry is to communicate a company or organization’s offerings or initiatives to consumers, clients, and/or the general public. These professionals are hired to lead efforts such as cultivating brand identities, boosting the awareness and sales of products and services, persuading consumers to embrace a new brand or products brands, and maintaining a client’s public reputation. They work creatively and strategically to aim targeted messaging at specific audiences, such as the consumers, investors, stakeholders, or employees, via paid, earned, and owned media. Types of careers include:

• Public relations and media relations management
• Marketing campaign management
• Product marketing and sales
• Market research analysis
• Brand strategy and management
• Digital and social media strategy
• Account and project management
• Creative direction of advertising and marketing materials
• Media planning and buying
• Online and social promotions

Marketing, advertising, and PR professionals may work in-house at an organization, or for specialized firms that focus on providing these services to clients. They could also work for nonprofit organizations, such as community agencies, hospitals or colleges. After working in the field for several years, professionals can become independent consultants.

Employment Opportunities

Many roles in marketing, advertising and PR require at least basic skills in data analysis, so as to understand the market needs and trends that guide decision-making. Those looking to work specifically in market research roles use statistics to translate data on demographics, consumer behavior, and/or digital media usage into audience profiles. Networking is critical within the field of marketing, advertising, and public relations. Students should start developing their network early in their college career and begin talking with alumni and professionals in their area of interest.

• Successful candidates have:
  • Understanding of principles of advertising/marketing/media
  • Knowledge of marketing and communications industry trends
  • Ability to analyze corporate or customer requirements to develop, design, and deliver communication strategies and/or tactics
  • Self-motivation and skills for creating brand awareness
  • Excellent oral and written communication skills
  • Extensive computer proficiency in Word, Excel, and PowerPoint
  • Analytical skills and ability to compile data/reports
  • Statistical software packages (primarily for market research)
  • Client-oriented relationship management skills
  • Organizational and project planning skills; detail-oriented
  • Ability to meet deadlines, manage budgets, and research new business prospects
  • Flexibility to work extra hours, including evenings
• Hiring cycle:
  • Internship Cycle – Occurs later than many other industries with heaviest being throughout the spring semester (many firms hire interns by April for summer start dates)
  • Job Cycle – Occurs later than many other industries with heaviest being throughout the spring semester