Advertising and public relations practitioners

This group performs some or all of the following duties:

• Assess characteristics of products or services to be promoted to determine marketing and advertising needs of an establishment

• Advise clients on marketing, advertising or sales promotion opportunities and strategies

• Develop strategies and related content for direct and digital marketing and advertising campaigns and implement them

• Manage post campaign analysis to measure and report on marketing and advertising metrics

• Develop and maintain social media accounts, including managing customer reviews and testimonials

• Develop, implement and evaluate public relations strategies and programs designed to inform clients, employees and the general public of initiatives and policies of businesses, governments and other organizations

• Conduct public opinion and attitude surveys to identify the interests and concerns of key groups served by their organization

• Prepare or oversee preparation of reports, briefs, bibliographies, speeches, presentations, Web sites and press releases

• Develop and organize workshops, meetings, ceremonies and other events and programs for publicity, fundraising and information purposes

• Arrange interviews, news conferences and other media events

• Act as spokesperson for an organization and answer written and oral inquiries

• Coordinate special publicity events and promotions for internal and external audiences

• Assist in the preparation of brochures, reports, newsletters and other material

• Represent and act as an agent for talented individuals or individuals with specific occupational expertise

• Prepare or oversee preparation of sports, literary, performance or other contracts.

• Literary agents specialize in representing specific types of authors and writers. Performance agents specialize in representing singers, musicians, actors or other performers. Sports agents specialize in representing specific athletes or sports teams.

• A university degree or college diploma in business marketing, public relations, communications, journalism, museology or a discipline related to a particular subject matter is usually required.

• Practitioners in public relations may require an APR (Accredited in Public Relations) designation.

• Progression to managerial positions in public relations, communications and fundraising is possible with additional training and experience.