Career Opportunities In Advertising And Public Relations (Career Opportunities)

337 Pages·2005·2.27 MB·English

by  Shelly Field

CAREER
OPPORTUNITIES
IN ADVERTISING
AND PUBLIC RELATIONS
Fourth Edition
S F
HELLY IELD
Foreword by
HOWARD J.RUBENSTEIN
This book is dedicated to my parents, Ed and the late Selma Field,
who taught me that if I reached
high enough for a star, I would be able to catch one;
and to my sisters,
Jessica and Debbie, who helped me reach.
Career Opportunities in Advertising and Public Relations,Fourth Edition
Copyright ©2006,2002,1996,1990 by Shelly Field
All rights reserved. No part of this book may be reproduced or utilized in any form or by any means,electronic or
mechanical,including photocopying,recording,or by any information storage or retrieval systems,without
permission in writing from the publisher. For information contact:
Ferguson
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New York NY 10001
Library of Congress Cataloging-in-Publication Data
Field,Shelly.
Career opportunities in advertising and public relations/Shelly
Field; foreword by Howard J. Rubenstein.—4th ed.
p. cm.
Includes index.
ISBN 0-8160-6245-5 (alk. paper)
1. Advertising—Vocational guidance. 2. Public relations—Vocational guidance. I. Title.
HF5828.4.F54 2005
659′.023′73—dc22 2005040041
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Cover illustration by Art Parts/Ron and Joe,Inc.
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This book is printed on acid-free paper.
CONTENTS
Acknowledgments v Copywriter 70
Foreword vi Junior Copywriter 73
How to Use This Book vii Copywriter,Direct Response Advertising 75
Introduction viii Media Planner 78
Media Buyer 81
Assistant Media Buyer 84
SECTION 1—CORPORATE AND
Market Researcher 87
INDUSTRY
Research Assistant 90
Assistant Art Director 92
Brand Manager,Corporate/Industry 2
Commercial Artist 95
Assistant Advertising Manager,
Computer Graphic Artist 98
Corporate/Industry 5
Lettering Artist 101
Copywriter,Corporate/Industry 8
Mechanical Artist 104
Assistant Art Director,Corporate/Industry 11
Pasteup Artist 106
Graphic Designer,Corporate/Industry 14
Broadcast Production Coordinator 108
Marketing Assistant,Corporate/Industry 17
Assistant Production Manager,Print 111
Marketing Director—Web site 20
Traffic Coordinator,Print 114
Promotion Coordinator,Corporate/Industry 23
Assistant Casting Agent 117
Assistant Public Relations Director,
Advertising Assistant 120
Corporate/Industry 26
Intern 123
Publications Manager,Corporate/Industry 29
Coordinator of Consumer Affairs,
SECTION 3—RADIO AND TELEVISION
Corporate/Industry 32
Customer Relations Representative,
Advertising Department Copywriter,
Corporate/Industry 35
Television/Radio 128
Community Relations Coordinator,
Public Relations Assistant,Television/Radio 131
Corporate/Industry 38
Advertising Salesperson,Radio 134
Employee Relations Coordinator,
Traffic Manager,Radio 137
Corporate/Industry 41 Traffic Assistant,Radio 140
Trade Show Representative, Television Advertising Representative 143
Corporate/Industry 44 Advertising Sales Assistant,Television 146
Special Events Coordinator, Promotion Coordinator,Television 149
Corporate/Industry 47 Promotion Assistant,Television 152
Special Events Assistant, Television Advertising Graphic Artist 155
Corporate/Industry 50 Advertising Production Assistant,Television 158
Shopping Center/Mall Advertising
Manager 53
SECTION 4—SPORTS AND
Shopping Center/Mall Public Relations
ENTERTAINMENT
Manager 56
Art Director,Retail Outlet 59 Unit Publicist 162
Press Agent 165
Press Agent Trainee 168
SECTION 2—AGENCIES
Theatrical Press Agent 171
Account Executive 64 Theatrical Press Agent Apprentice 174
Assistant Account Executive 67 Professional Sports Team Publicist 177
SECTION 5—HOSPITALITY AND Freelance Graphic Artist 245
TOURISM Placement Specialist 247
VIP Coordinator 250
Hotel Publicist 182
Crisis Management Consultant 252
Director of Public Information,Tourism and
Development 185
SECTION 9—MISCELLANEOUS
Hotel Advertising Assistant 188
OPPORTUNITIES
Nightclub or Restaurant Publicist 191
Restaurant/Club Advertising Manager 193
Press Secretary,Government/Political 256
Director of Public Affairs,
SECTION 6—NONPROFIT AGENCIES College/University 259
Sports Information Director,
Advertising Assistant,Nonprofit
College/University 262
Organization 198
Copywriter,Nonprofit Organization 201
SECTION 10—APPENDIXES
Community Relations/Public Relations
Coordinator,Police Department 204
I. Degree Programs 266
Graphic Artist,Nonprofit Organization 207
Colleges and Universities Offering
Assistant Director of Hospital Public
Majors in Advertising 266
Relations 210
Colleges and Universities Offering
Publication Assistant,Nonprofit
Majors in Public Relations 272
Organization 212
II. Internships in Advertising and Public
Assistant Director of Fund-raising and
Relations 282
Development,Nonprofit Organization 215
III. Seminars,Workshops,etc. 285
Guest Services Coordinator,Nonprofit
IV. Trade Associations,Unions,and Other
Organization 218
Organizations 287
V. Advertising Agencies 294
SECTION 7—PUBLISHING VI. Public Relations Agencies 297
VII. Advertising and Public Relations
Promotion Coordinator,Newspapers 222
Recruiting Agencies 301
Public Relations Assistant,Magazines 225
Advertising Sales Representative,
Glossary 306
Newspapers and Magazines 228
Community Relations Coordinator,
Bibliography 309
Newspapers and Magazines 230
A. Books 309
Advertising Assistant,Book Publishing 233
B. Periodicals 313
Publicity Assistant,Book Publishing 235
C. Directories 317
D. Media Directories 318
SECTION 8—FREELANCE AND
CONSULTING Index 320
Public Relations Generalist 238 About the Author 324
Freelance Speechwriter 241
Freelance Copywriter 243
ACKNOWLEDGMENTS
I thank every individual, company, corporation, agency, Honda; Dan England; Dress Barn; Michelle Edwards; Scott
association, and union that provided information, assis- Edwards; Valerie Esper; Ernest Evans; Field Associates,
tance,and encouragement for this book. Ltd.; Deborah K. Field, Esq.; Edwin M. Field; Lillian
First and foremost, I acknowledge with appreciation my (Cookie) Field; Mike Field; Robert Field; Selma G. Field;
editor,James Chambers,for his continuous help,encourage- Finkelstein Memorial Library Staff; David Garthe, CEO,
ment, and guidance. I am thankful to Kate Kelly, who, as Graveyware.com; John Gatto; Shelia Gatto; Sam Goldych;
my initial editor,provided the original impetus for this book Alex Goldman; Grey Advertising; Gary Halcott; Joyce Har-
as well as for a number of my other books. Thanks also to rington; Hermann Memorial Library Staff; Joan Hezza;
Randy Gill and Neal Maillet for their help. I gratefully Joan Howard; Jo Hunt; International Council of Shopping
acknowledge the assistance of Ed Field for his ongoing sup- Centers; Julia Jacobs; Jimmy “Handyman” Jones; Margo
port in this and every project. Jones; Dave Kleinman; Janice Kleinman; Dr. John C. Koch,
Other organizations and individuals whose help was Sullivan County Performing Arts Council; Bruce Kohl,
invaluable include: the Academy of Hospital Public Rela- Boston Herald.com; Tom Lagrutta; Karen Leever; Liberty
tions; Ellen Ackerman; Advertising Club of New York; Public Library Staff; Lipman Advertising; William Little,
Advertising Council; Advertising Research Foundation; Jr.; Dorothy Marcus; Robert Masters,Esq.; McCann Erick-
Advertising Women of New York, Inc.; Julie Allen; Ameri- son; Judy McCoy; Lois McCluskey; Phillip Mestman; Rima
can Advertising Federation; American Association of Mestman; Beverly Michaels, Esq.; Martin Michaels, Esq.;
Advertising Agencies; American Society for Hospital Mar- Monticello Central High School Guidance Department;
keting and Public Relations; Art Directors Club,Inc.; Asso- Monticello Central School High School Library Staff; Mon-
ciation of National Advertisers; Association of Theatrical ticello Central School Middle School Library Staff; Sharon
Press Agents and Managers; Dan Barrett; Lloyd, Barriger, Morris; Ellis Norman, UNLV; Dorothy Olim; The One
Barriger and Barriger; Debra Barnes; Allan Barrish; Warren Club; Outlet Bound; Ed Pearson, Nikkodo, USA; Barbara
Bergstrom; Eugene Blabey, WVOS Radio; Robert Boone, Pezzella; Public Relations Society of America; Doug Pup-
Isle of Capri Casinos; Theresa Bull; Business/Professional pel; Harvey Rachlin; Ramapo Catskill Library System;
Advertising Association; Liane Carpenter; Earl “Speedo” Doug Richards; John Riegler; David Rosenberg, Human
Carroll; Eileen Casey, Superintendent, Monticello Central Resources Manager,Grey Advertising; Howard Rubenstein;
Schools; Casino Career Center; Mary Cawley; Anthony Diane Rudd; Saatchi & Saatchi Advertising; Joy Shaffer;
Cellini, Town of Thompson Supervisor; Patricia Claghorn; Raun Smith; Society of Illustrators; Laura Solomon; Laurie
Andy Cohen; Bernard Cohen,Horizon Advertising; Dr. Jes- Spar; Parke Spencer; Aileen Spertell; Matthew Strong; Tom
sica L. Cohen; Lorraine Cohen; Norman Cohen; Jan Cor- Sutton; Thrall Library Staff; Marie Tremper; Brian Vargas;
nelius; Crawford Memorial Library Staff; Margaret Cross- Kaytee Warren; Carol Williams; John Williams; John Wolfe;
ley,Nevada Society of Certified Public Accountants; Meike WTZA-Television; WSUL Radio; WVOS Radio.
Cryan; Direct Marketing Association, Inc., Mark Di Raf- My thanks also to the many people and companies who
faele, Direct Marketing Educational Foundation, Inc.; provided material for this book who wish to remain
Joseph Doucette, General Sales Manager, Middletown anonymous.
FOREWORD
It’s exciting to pick up the new edition of Shelly Field’s guide Fifty years ago,I began my own public relations agency.
to Career Opportunities in Advertising and Public Relations Probably from my father’s strong influence—he was a
and discover that the book’s relevance has only grown in police reporter—the firm developed and has grown to func-
recent years. Of course there’ve been changes in the land- tion a good deal like a newsroom. On any given day, we’re
scape of new media since the third edition was published,but interviewing newsmakers for quotes, writing, sharing ideas
career opportunities in PR and advertising have kept pace and between colleagues, following the breaking news on the
there remains a strong need for creative individuals who can wires and doing our best to channel all this information fir-
shape the message to bring about bottomline results. ing at us into stories that enable our clients to achieve their
The explosion of online information, whether through goals. Just like in a newsroom,you can never be sure of the
Web sites complementing traditional news outlets or developments that the next half-hour will bring,let alone the
through blogs and other digitized formats, has only next day. But whatever comes at you,you’ve got to draw on
enhanced the role of media in our culture. It sometimes all your skills to communicate the client’s message. You’ve
seems as if everybody’s plugged into one news source or always got to remember that you have your own story to
another all the time. What this means for people looking to break; and wherever possible, other stories should be feed-
enter the fields of public relations and advertising is that the ing into the one you’re trying to tell.
pace of everything has increased—but so has the number of I think Shelly Field’s Career Opportunities in Advertis-
places in which to communicate a client’s message. Our job ing and Public Relations is a terrific road map for anyone
as professionals in the communications industry is to plunge either entering the field for the first time or contemplating a
into the fray and recognize that while strategies and formats move to a new firm. Not only does she do a great job of
might change, the basics of the business remain the same. explaining the opportunities out there today,she gives read-
You still need to develop strong writing and oral presenta- ers the necessary resources to translate her lessons into new
tion skills. You still have to be able to think on your feet and strategies to meet the inevitable changes that will come as
work hard. And you still have to make integrity and honesty the fields evolve. Both advertising and public relations are
an absolute priority in everything you do. In order to acquire now such broad industries that you need a guide like never
these assets,a good guide to the business is essential. before to find your way around. With Shelly’s book in hand,
I’ve always seen three main tracks of activity at the core you’ll make your way through the maze just fine.
of any information service business: creating a brand iden-
tity; managing the flow of information to all types of audi- Howard J. Rubenstein
ences; and shaping public perception of both the brand and President
the information flow. Those essentials haven’t changed in Rubenstein Associates,Inc.
the digital age. As publicists and advertisers, we’re still the Public Relations
people who stay out of sight creating the message that meets
the public eye.
HOW TO USE THIS BOOK
Purpose information came from personal working experience. Other
The advertising and public relations industries offer a myr- data were obtained from business associates and colleagues in
iad of careers. Thousands of people want to work in these various positions in advertising and public relations.
interrelated industries but have no idea how to go about get- Among the people interviewed were men and women in
ting jobs. They are not aware of the career opportunities, all aspects of the advertising and public relations industries.
where to find them,or the training required to be successful These included people in the corporate world, colleges,
in their quest. trade associations,not-for-profit organizations,newspapers,
Until the first edition of this book was published in 1989, magazines, radio and television stations, politics, and gov-
there was no single reliable source describing the major job ernment. Also interviewed were publicists, public relations
opportunities in the advertising and public relations indus- counselors, advertising agency owners and employees,
tries. Four editions later, this book still serves as a guide for hotel, nightclub, and restaurant owners and managers,Web
all those seeking a career in these industries. The 2006 edition site marketers, freelancers, and businesspeople. Employ-
of Career Opportunities in Advertising and Public Relations ment agencies were contacted as well as recruiting firms,
includes all the updated information you need to prepare for schools,personnel offices,unions,and trade associations.
and find an exciting and rewarding job in these fields.
This book was written for everyone who aspires to work Organization of Material
in any aspect of advertising and public relations but doesn’t
Career Opportunities in Advertising and Public Relationsis
know how to start. It was written to help you get a great job
divided into nine general employment sections. These
and climb the career ladder to success.
include:Corporate and Industry; Agencies; Radio and Tele-
The 88 jobs covered in this book encompass careers in
vision; Sports and Entertainment; Hospitality and Tourism;
agencies and in the corporate world. There are very few
Nonprofit Agencies; Publishing; Freelance and Consulting;
types of organizations in the country,or in the world for that
and Miscellaneous Opportunities. Within each of these sec-
matter, that do not need or use advertising and public rela-
tions are descriptions of individual careers.
tions in some form. Opportunities exist in a wide array of
There are two parts to each job classification. The first
companies and businesses,not-for-profit organizations,tele-
part offers job information in a chart form. The second part
vision and radio stations, publications, political parties,
presents information in a narrative text.
schools, and governmental entities as well as online busi-
In addition to the basic career description there is infor-
nesses and Web sites.
mation about unions and associations, as well as tips for
Advertising and public relations are multibillion-dollar
entry. Seven appendixes, a glossary, and a bibliography are
industries whose growth continues with a multitude of
offered to help locate information you might want or need to
career opportunities. The advertising and public relations
get started looking for a job in the field. E-mail addresses
industries need a variety of people with many different tal-
and Web sites are included when available for companies
ents. Secretaries, receptionists, accountants, executives,
listed in the appendixes. This should make it even easier to
salespeople,publicists,press agents,copywriters,computer
obtain additional information.
technicians,artists,writers,designers,Webmasters,and oth-
Your career in advertising and/or public relations can be
ers are required. The trick in locating a job is to develop
exciting, glamorous, and fulfilling. Whichever facet of the
your skills and use them to get your foot in the door. Once
business you choose to enter,your work can be far-reaching
in, learn as much as you can, work hard, and climb the
in terms of its effects on individuals, the community, and
career ladder into other positions.
even a worldwide audience.
This fourth edition includes updated information neces-
This book will help you prepare for a great career you
sary to prepare you and help you find an exciting and
will love. It will give you the edge over other job seekers.
rewarding career in these fields.
The jobs in advertising and public relations are out there
waiting for you. You just have to go after them.
Sources of Information
Information for this book was obtained through interviews, Shelly Field
questionnaires,and a wide variety of additional sources. Some www.shellyfield.com
INTRODUCTION
The advertising and public relations industries are multibil- nies are structured in exactly the same way. Therefore, no
lion-dollar businesses. Thousands of people work in these two jobs will be precisely the same. For example, note the
industries. One of them can be you! figures on the following pages. These illustrate tables of
Advertising and public relations coupled together can organization for a typical advertising and public relations
have a significant effect on people. Every time you make a agency and a typical communications department within a
decision to buy a product,choose a vacation spot,vote for a corporation. However, as no two companies are set up the
political candidate, watch a television show, go to a movie, same way, other agencies and corporations might have dif-
read a story about an entertainer, celebrity, new product or ferent tables of organization. The company might have peo-
business, or even choose a Web site search engine you are ple reporting to other executives. The company might also
feeling the effects of both of these disciplines. eliminate some positions on the chart or add others.
We are surrounded by advertising on a daily basis:televi-
sion commercials,radio spots,advertisements in the newspa-
Salary Range
per or magazines,highway billboards,bright pylon signs on
Salary ranges for the 88 job titles in the book are as accurate
buildings,mass transit posters,or even banner or pop-up ads
as possible. Salaries for a job will depend on the size and
on the Internet. We are similarly surrounded by public rela-
location of a company as well as the experience and respon-
tions campaigns that attempt to provide us with opinions,
sibilities of the individual.
often trying to influence us to change the ones we have now.
A career in advertising and public relations can be chal-
lenging and demanding. It can also be glamorous, fun, and Employment Prospects
very rewarding. If you choose a job that has an EXCELLENT, GOOD, or
As you read the various sections in this book, searching FAIR rating, you will have an easier time finding a job. If,
to find the job you have always dreamed about, keep in however, you would like to work at a job that has a POOR
mind that there are many ways to get into advertising and rating, don’t despair. The rating means only that it is diffi-
public relations. I have provided you with the guidelines. cult to obtain a job—but not totally impossible.
The next step is yours.
Within each section of this book you will find all the
Advancement Prospects
information necessary to acquaint you with the important
Try to be cooperative and helpful in the workplace. Don’t
jobs in both industries. A key to the organization of each
try to see how little work you can do. Be enthusiastic,ener-
entry follows.
getic, and outgoing. Do that little extra that no one asked
you to do. Learn as much as you can. When a job advance-
Alternate Titles ment possibility opens up, make sure that you are prepared
Many jobs in advertising and public relations, as in all for it.
industries,are known by alternate titles. The duties of these
jobs are the same, only the names are different. The title
Education and Training
varies from company to company and from agency to
This book outlines the minimum training and educational
agency.
requirements,but this does not mean that it is all you should
have. Get the best training and education possible. A college
Career Ladder degree does not guarantee a job in either advertising or pub-
The career ladder illustrates a normal job progression. lic relations,but it will help prepare you for life in the work-
Remember that in the advertising and public relations indus- place.
tries there are no hard-and-fast rules. Job progression may
occur in almost any manner.
Experience,Skills,and Personality Traits
These will differ from job to job. However, any job will
Position Description require a lot of perseverance and energy. You will also have
Every effort has been made to give well-rounded job to be articulate. An outgoing personality helps. Contacts are
descriptions. Keep in mind that no two agencies or compa- important in all facets of business; make as many as you
INTRODUCTION ix
can. These people will be helpful in advancing your career If you are applying for a creative job such as artist or
and helping you network. copywriter,put together a portfolio of your best work. Make
it neat and imaginative. This will help illustrate your poten-
tial. Bring this with you to all interviews.
Best Geographical Location
Use every contact you have. Don’t get hung up on the
Most major agencies are located in cities such as New York,
idea that you want to get a job by yourself. If you are lucky
Atlanta,Los Angeles,Chicago,Detroit,Boston,Minneapo-
enough to know someone who can help you obtain the job
lis, Pittsburgh, Washington, Dallas, and Cleveland. This
you want, take him or her up on the offer. It will be up to
does not mean that these are the only locations in which to
you to prove yourself at the interview and on the job;
look for employment, however. Smaller agencies or those
nobody can do that for you.
found in other cities will often offer easier entry into the
Use the Internet to help you research companies,look for
advertising and public relations world.
jobs, get ideas, and keep up with trends. If you don’t have
Jobs in television,radio,publishing,hospitality,tourism,
Internet access at home, most schools, colleges, and public
and entertainment may be located both in large cities and in
libraries generally offer free on-site access.
less populated areas. While government or political posi-
Be on time for everything. This includes job interviews,
tions may be located in Washington, D.C., or in any of the
phone calls,work,meetings,sending letters,and answering
state capitals, they might also be found in other areas.
e-mails. People will remember when you are habitually late,
Opportunities in corporate and nonprofit organizations may
and this will work against you in advancing your career.
be found almost anywhere in the country.
Learn something positive from every experience. Don’t
burn bridges. Don’t criticize prior bosses, clients, or jobs.
Unions and Associations The advertising and public relations world is a small one. In
Unions and trade associations offer valuable help in getting short do your best at all times. A good professional reputa-
into the advertising and public relations industry, obtaining tion will follow you throughout your career.
jobs, and making contacts. They may also offer scholar- Have fun reading this book. Use it. It will help you find a
ships,fellowships,seminars,and other beneficial programs. career you will truly love. The world of advertising and pub-
lic relations can be both glamorous and exciting. You will
wake up and go to work every day knowing that the results
Tips for Entry
of your job will be influencing others.
Use this section for ideas on how to get a job and gain entry
Don’t get discouraged. People rarely get the first job they
into your area of interest. When applying for any job,
apply for. You may have to knock on a lot of doors,send out
always be professional. Dress neatly and conservatively for
many résumés,and apply for a lot of jobs,but you will even-
interviews. Don’t wear sneakers. Don’t chew gum. Don’t
tually find the job of your dreams. When you do get it,share
smoke in the reception area before an interview or during an
your knowledge and help others get into the business too.
interview. Don’t wear heavy perfume or cologne. Always
We love to hear success stories. If this book helped you
have a few copies of your résumé with you. These should
in your quest for a job and you would like to share your
look neat and professional. Have résumés typed and well
story,go to www.shellyfield.com and let us know.
presented. Make sure you check and recheck for errors in
Good luck!
grammar, spelling, and content. Don’t just rely on your
computer’s spelling and grammar checker.