Besides taking classes in marketing, advertising, or public relations, what have you done to prepare yourself for a successful transition from student to professional? According to Ginny Shipe, director of professional development and member services for the American Marketing Association (AMA), it’s best to start early on career plans, but you can take steps as a junior or senior to become a professional before you collect your diploma.
Network and learn
How can you become a professional when you devote most of your time to classes? One step that can take you far is joining relevant professional societies.
Many professional organizations have student chapters that offer career-oriented activities and give you opportunities to meet experienced professionals. The Public Relations Student Society of America (PRSSA) and student chapters of the American Advertising Federation (AAF) and the AMA are three examples of groups you can join at any time during your education. Most offer internship and mentoring programs and competitions that help you learn about the field and build your portfolio while you’re still in school.
Richard George, director of public relations, Public Relations Society of America (PRSA), emphasizes that internships are “almost mandatory” to get entry-level jobs because there are so many qualified college graduates who want PR jobs. PRSSA sponsors scholarship and internship programs and a case study competition each year.
Similarly, the AAF promotes internships as the best way to get into the communications field. AAF student chapters host practitioner functions, workshops, and a national contest to create an integrated marketing campaign—a great project for your portfolio!
If you join an AMA student chapter, you can participate in writing a chapter marketing plan and an annual report. Again, you can use these materials for your professional portfolio.
In addition to building industry contacts and portfolios, Shipe points out that involvement in professional societies can get you experience beyond the college campus. Your participation as an officer in a student organization can also give you excellent experience in relating to prospective employers during your job search.
What employers want
Besides internship experience and membership in relevant student organizations, what will help you land your first job in advertising, marketing, or public relations? Shipe notes that to be successful in marketing, candidates should be aggressive but not overbearing. “You definitely have to like working with people, be a team player and willing to share credit for achievements, and be a good verbal and written communicator,” she says.
You’ll also need an outgoing personality. Don’t be afraid to roll up your sleeves to get the job done—advertising, PR, and marketing are often high-pressure, deadline-oriented career areas where a 9-to-5 schedule is not the norm.
Besides excellent communication skills and a broad understanding of advertising, you should also have a passion for the ad business and be willing to sometimes take jobs that others might consider too risky.
Job and salary outlook
Advertising, marketing, and public relations are competitive, especially at the entry level. However, the U.S. Bureau of Labor Statistics (BLS) reports that “employment of marketing, advertising, and public relations managers is expected to increase faster than average for all occupations through the year 2006.”
Informational interviewing, internship experiences, and networking through participation in professional societies are probably the most effective ways of making the contacts that can help you find that first job. You should also read industry publications to learn about job opportunities and trends in the industry. Often, these magazines and newsletters are published by professional associations.
A job in marketing, advertising, or public relations doesn’t have to be your impossible dream. Start learning about jobs in your target area early. Seek out internships in your career area. You’ll be well positioned to land a job and get entry-level experience that will carry you to the career you’ve hoped for during the past four years!
For more information...
American Marketing Association
Collegiate Activities Division
250 S. Wacker Dr., Ste. 200
Chicago, IL 60606
Phone: 312/648-0536
www.ama.org
American Advertising Federation
College Chapters
1101 Vermont Ave., NW, Ste. 500
Washington, DC 20005
Phone: 202/898-0089
www.aaf.org
Public Relations Student Society of America
33 Irving Place
New York, NY 10003-2376
Phone: 212/995-2230
www.prssa.org