careers.novascotia.ca

Advertising, Marketing, and Public Relations Professionals

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NOC:1123
Occupation:Advertising, Marketing, and Public Relations Professionals
Category:Business, Finance, and Administration

About the job

Nature of work:

This group includes specialists in advertising, marketing and public relations who analyze, develop and implement communication and promotion strategies and information programs, analyze advertising needs and develop appropriate advertising and marketing plans, publicize activities and events, and maintain media relations on behalf of businesses, governments and other organizations, and for performers, athletes, writers and other talented individuals. They are employed by consulting firms, advertising agencies, corporations, associations, government, social agencies, museums, galleries, public interest groups, and cultural and other organizations, or they may be self-employed. Agents such as entertainment, literary and sports agents are included in this group.

Job duties:
Specialists in advertising, marketing and public relations perform some or all of the following duties:
  • Assess characteristics of products or services to be promoted and advise on the advertising needs of an establishment.
  • Advise clients on advertising or sales promotion strategies.
  • Develop and implement advertising campaigns appropriate for print or electronic media.
  • Gather, research and prepare communications material for internal and external audiences.
  • Develop, implement and evaluate communications 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 for publicity, fundraising and information purposes.
  • Prepare and deliver educational and publicity programs and informational materials to increase awareness of museums, galleries and other tourist attractions.
  • Initiate and maintain contact with the media.
  • Arrange interviews and news conferences.
  • 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.

Sample job titles:
  • advertising account executive
  • assistant brand manager
  • communications specialist
  • event marketing specialist
  • fundraiser
  • information officer
  • public relations consultant
  • publicist
  • talent agent
Skills:

To work in this field, you need good interpersonal skills and effective oral and written communication skills. You should be organized and capable of analytical and logical thought. Negotiating skills and research skills are also important.

Job requirements:
  • 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.
Other considerations:

Many companies are now contracting with outside firms to provide various professional services. Therefore, the number of people in these jobs who work on a contract basis is likely to increase in the future. Progression to managerial positions in public relations, communications and fundraising is possible with additional training and experience.

Labour Market Information

Work Prospects:Undetermined

OccupationEstimated employment in 2011Estimated change in employment between 2015 and 2017Estimated openings due to growth and retirements, 2015-2017Estimated rate of unemployment in 2014 Estimated hourly earnings in 2015 (learn more)Estimated annual earnings in 2010
Advertising, Marketing, and Public Relations Professionals1,450xxx
Minimum: $14.06
Median: $26.92
Maximum: $48.08
Minimum: $14,152
Median: $46,496
Maximum: $85,687
Occupations in Business, Finance, and Administration66,565Stable6,693Low
Minimum: $12.00
Median: $20.00
Maximum: $32.97
Minimum: $9,773
Median: $35,225
Maximum: $67,805
Advertising, Marketing, and Public Relations ProfessionalsCompared to: Occupations in Business, Finance, and Administration
Percent employed full-time85%82%
Percent self-employed14%6%
Where will I likely work?
Area of EmploymentAdvertising, Marketing, and Public Relations ProfessionalsCompared to: All NS Occupations
% EmployedMedian Annual Income% EmployedMedian Annual Income
Southern Region4%N/A12%$30,581
Northern Region5%N/A16%$33,660
Cape Breton4%N/A12%$32,974
Halifax84%$46,17448%$41,209
Annapolis Valley3%N/A13%$32,958
Top 5 Industries of Employment% Employed
Other Services19%
Public Administration18%
Other Professional Services18%
Information, Culture & Recreation14%
Educational Services8%
What are the workers like?
AgeAdvertising, Marketing, and Public Relations ProfessionalsCompared to: Occupations in Business, Finance, and Administration
% Employed% Employed
15-247%2%
25-3441%3%
35-4423%19%
45-5415%37%
55-6411%27%
65+4%10%
Median Age3646
GenderAdvertising, Marketing, and Public Relations ProfessionalsCompared to: Occupations in Business, Finance, and Administration
% Employed% Employed
Female71%74%
Male29%26%
EducationAdvertising, Marketing, and Public Relations ProfessionalsCompared to: Occupations in Business, Finance, and Administration
% EmployedMedian Annual Income% EmployedMedian Annual Income
Less than high schoolxN/A5.9%$23,775
High school11.9%$29,54323.0%$30,074
Trades certificatexN/A9.1%$32,871
College certificate or diploma13.3%$41,51131.5%$33,837
University certificate or diploma2.5%$15,0335.2%$35,053
Bachelor's degree55.8%$47,77519.6%$39,473
University advanced certificate or diploma2.5%$42,1422.3%$40,672
Master's degree10.2%$36,9593.0%$23,407
DoctoratexN/A0.2%$48,614
Medicine, dentistry, veterinary, optometryxN/A0.1%$41,688
Total100%100%
Wage Disclaimer

Hourly earnings data are from the Labour Force Survey by Statistics Canada. Data are not available for all occupations. Hourly earnings are calculated based on usual hours worked per week. This is how an annual salary, for instance, gets converted to an hourly rate. The data include full and part-time workers along with new and experienced workers. Self-employed workers are excluded.

Annual employment income data reported in the Work Prospects section, are from the 2011 National Household Survey by Statistics Canada. Much of the data (around 70%) came directly from tax records. The data relates to the year 2010 and includes total wages and salaries and net income from self-employment.

Sources

Employment Requirements & Contacts

Regulations:
No regulating bodies were found under this occupation profile
Useful contacts:
International Association of Business Communicators - Maritimes
,
amythomas_04@hotmail.com
Association of Canadian Advertisers
95 St. Clair Avenue West, Suite 1103
Toronto, ON M4V 1N6
Tel: (416) 964-3805
Fax: (416) 964-0771
jforget@ACAweb.ca
Canadian Public Relations Society
Suite 346, 4195 Dundas Street West
Toronto, ON M8X 1Y4
Tel: (416) 239-7034
Fax: (416) 239-1076
admin@cprs.ca

Training Paths & Education

Program Name:Business administration and management - General
Education Level:This program may be offered at the college, trades, or university level.
Program Description:
This instructional program class comprises any program that generally prepares individuals to plan, organize, direct, and control the functions and processes of a firm or organization. These programs include courses in management theory, human resources management and behaviour, accounting and other quantitative methods, purchasing and logistics, organization and production, marketing, and business decision-making.
See all institutions providing this program+
Maritime Business College - Dartmouth
45 Ochterloney Street, Suite 100
Dartmouth, NS B2Y 2N6
(902) 463-6700
admissions@maritimebusinesscollege.ca
Eastern College - Halifax
6940 Mumford Road, Suite 111
Halifax, NS B3L 0B7
(902) 423-3933
Success College
800 Sackville Drive
Lower Sackville, NS B4E 1R8
(902) 865-8283
Academy of Learning - Halifax
6960 Mumford Road, Suite 155-1st Floor Mumford Professional Centre
Halifax, NS B3L 4P1
(902) 455-3395
learn@aolhrm.com
Acadia University
15 University Avenue
Wolfville, NS B4P 2R6
(902) 542-2201
agi@acadiau.ca
Dalhousie University
Office of the Registrar
Halifax, NS B3H 4R2
(902) 494-2450
admissions@dal.ca
Mount Saint Vincent University
166 Bedford Highway
Halifax, NS B3M 2J6
(902) 457-6117
admissions@msvu.ca
Universite Sainte-Anne
Siège Social: 1695, Route 1
Pointe-de-l'Église, NS B0W 1M0
(902) 769-2114
Blanche.Theriault@usainteanne.ca
St. Francis Xavier University
PO Box 5000
Antigonish, NS B2G 2W5
(902) 867-2219
admit@stfx.ca
Saint Mary's University
923 Robie Street
Halifax, NS B3H 3C3
(902) 420-5400
admission.status@smu.ca
Cape Breton University
PO Box 5300 1250 Grand Lake Road
Sydney, NS B1P 6L2
(888) 959-9995
registrar@cbu.ca
Nova Scotia Community College - Cumberland Campus
PO Box 550, 1 Main Street
Springhill, NS B0M 1X0
(902) 597-3737
cumberland.info@nscc.ca
Nova Scotia Community College - Burridge Campus
372 Pleasant Street
Yarmouth, NS B5A 2L2
(902) 742-3501
burridge.info@nscc.ca
Nova Scotia Community College - Kingstec Campus
236 Belcher Street
Kentville, NS B4N 0A6
(902) 678-7341
kingstec.info@nscc.ca
Nova Scotia Community College - Lunenburg Campus
75 High Street
Bridgewater, NS B4V 1V8
(902) 543-4608
lunenburg.info@nscc.ca
Nova Scotia Community College - Pictou Campus & School of Fisheries
PO Box 820, 39 Acadia Avenue
Stellarton, NS B0K 1S0
(902) 752-2002
pictou.info@nscc.ca
Nova Scotia Community College - Strait Area Campus & Nautical Institute
226 Reeves Street
Port Hawkesbury, NS B9A 2A2
(902) 625-2380
strait.info@nscc.ca
Nova Scotia Community College - Marconi Campus
PO Box 1042, 1240 Grand Lake Road
Sydney, NS B1P 6J7
(902) 563-2450
marconi.info@nscc.ca
Nova Scotia Community College - Truro Campus
36 Arthur Street
Truro, NS B2N 1X5
(902) 893-5385
truro.info@nscc.ca
Nova Scotia Community College - Waterfront Campus & Aviation Institute
80 Mawiomi Place
Dartmouth, NS B2Y 0A5
(902) 491-1100
waterfront.info@nscc.ca
Nova Scotia Community College - Online Learning
Unit 37, 115 Chain Lake Drive
Halifax, NS B3S 1B3
(877) 491-6774
online.learning@nscc.ca
Program Name:Business administration, management and operations - Other
Education Level:This program may be offered at the college, trades, or university level.
Program Description:
This instructional program class comprises any program not listed above that relates to Business Administration, Management and Operations.
See all institutions providing this program+
Dalhousie University
Office of the Registrar
Halifax, NS B3H 4R2
(902) 494-2450
admissions@dal.ca
Program Name:Communication, general
Education Level:This program is typically offered at the college or university level.
Program Description:
This instructional program class comprises any program that focuses on the comprehensive study of communication, and that spans the study of mass communication/media studies, old and new media technologies, social and political applications, and speech communication and rhetoric. These programs include courses in interpersonal, group, organizational, and intercultural communication; theories of communication; critical thinking, argumentation, and persuasion; written communication; printed, electronic, and digital media; rhetorical tradition and criticism; media, society, and culture; consequences and effects of mass media; media social science and criticism; and quantitative and qualitative methods of inquiry.
See all institutions providing this program+
Mount Saint Vincent University
166 Bedford Highway
Halifax, NS B3M 2J6
(902) 457-6117
admissions@msvu.ca
Cape Breton University
PO Box 5300 1250 Grand Lake Road
Sydney, NS B1P 6L2
(888) 959-9995
registrar@cbu.ca
Program Name:International and intercultural communication
Education Level:This program is typically offered at the college or university level.
Program Description:
This instructional program class comprises any program that focuses on the specialized knowledge and skills needed for effective communication in the international community and among people of different cultures; and that prepares individuals to function at the national and international levels as journalists, public relations specialists, travel industry representatives, intercultural trainers, and/or foreign service officers. These programs include courses in journalism, communications, intercultural and international relations, marketing and public relations, and global communications policy.
See all institutions providing this program+
Dalhousie University
Office of the Registrar
Halifax, NS B3H 4R2
(902) 494-2450
admissions@dal.ca
Program Name:Journalism - General
Education Level:This program is typically offered at the college or university level.
Program Description:
This instructional program class comprises any program that focuses on the theory and practice of gathering, processing, and delivering news and that prepares individuals to be professional print journalists, news editors, and news managers. These programs include courses in news writing and editing; reporting; photojournalism; layout and graphic design; journalism law and policy; professional standards and ethics; research methods; and journalism history and criticism.
See all institutions providing this program+
Dalhousie University
Office of the Registrar
Halifax, NS B3H 4R2
(902) 494-2450
admissions@dal.ca
University of King's College
6350 Coburg Road
Halifax, NS B3H 2A1
(902) 422-1271
admissions@ukings.ca
Program Name:Marketing/marketing management - General
Education Level:This program is typically offered at the college or university level.
Program Description:
This instructional program class comprises any program that generally prepares individuals to undertake and manage the process of developing consumer audiences and moving products from producers to consumers. These programs include courses in buyer behaviour and dynamics, principles of marketing research, demand analysis, cost-volume and profit relationships, pricing theory, marketing campaign and strategic planning, market segments, advertising methods, sales operations and management, consumer relations, retailing, and applications to specific products and markets.
See all institutions providing this program+
Acadia University
15 University Avenue
Wolfville, NS B4P 2R6
(902) 542-2201
agi@acadiau.ca
Dalhousie University
Office of the Registrar
Halifax, NS B3H 4R2
(902) 494-2450
admissions@dal.ca
Mount Saint Vincent University
166 Bedford Highway
Halifax, NS B3M 2J6
(902) 457-6117
admissions@msvu.ca
St. Francis Xavier University
PO Box 5000
Antigonish, NS B2G 2W5
(902) 867-2219
admit@stfx.ca
Saint Mary's University
923 Robie Street
Halifax, NS B3H 3C3
(902) 420-5400
admission.status@smu.ca
Cape Breton University
PO Box 5300 1250 Grand Lake Road
Sydney, NS B1P 6L2
(888) 959-9995
registrar@cbu.ca
Nova Scotia Community College - Cumberland Campus
PO Box 550, 1 Main Street
Springhill, NS B0M 1X0
(902) 597-3737
cumberland.info@nscc.ca
Nova Scotia Community College - Kingstec Campus
236 Belcher Street
Kentville, NS B4N 0A6
(902) 678-7341
kingstec.info@nscc.ca
Nova Scotia Community College - Lunenburg Campus
75 High Street
Bridgewater, NS B4V 1V8
(902) 543-4608
lunenburg.info@nscc.ca
Nova Scotia Community College - Pictou Campus & School of Fisheries
PO Box 820, 39 Acadia Avenue
Stellarton, NS B0K 1S0
(902) 752-2002
pictou.info@nscc.ca
Nova Scotia Community College - Marconi Campus
PO Box 1042, 1240 Grand Lake Road
Sydney, NS B1P 6J7
(902) 563-2450
marconi.info@nscc.ca
Nova Scotia Community College - Waterfront Campus & Aviation Institute
80 Mawiomi Place
Dartmouth, NS B2Y 0A5
(902) 491-1100
waterfront.info@nscc.ca
Program Name:Public relations/image management
Education Level:This program is typically offered at the college or university level.
Program Description:
This instructional program class comprises any program that focuses on the theories and methods for managing the media image of a business, organization, or individual and the communication process with stakeholders, constituencies, audiences, and the general public; and that prepares individuals to function as public relations assistants, technicians, and managers. These programs include courses in public relations theory; related principles of advertising, marketing, and journalism; message/image design; image management; special event management; media relations; community relations; public affairs; and internal communications.
See all institutions providing this program+
Mount Saint Vincent University
166 Bedford Highway
Halifax, NS B3M 2J6
(902) 457-6117
admissions@msvu.ca
Nova Scotia Community College - Waterfront Campus & Aviation Institute
80 Mawiomi Place
Dartmouth, NS B2Y 0A5
(902) 491-1100
waterfront.info@nscc.ca
Program Name:Technical and scientific communication
Education Level:This program is typically offered at the college or university level.
Program Description:
This instructional program class comprises any program that focuses on the communication of technical and scientific knowledge to a variety of audiences through print, video, and digital media; and that prepares individuals to function as technical writers and editors, documentation developers, web designers, and usability specialists. These programs include courses in scientific and technical writing and editing, graphic and information design, web design, audience analysis, document usability and field testing, publications management, and applications to specific technical fields.
See all institutions providing this program+
Dalhousie University
Office of the Registrar
Halifax, NS B3H 4R2
(902) 494-2450
admissions@dal.ca
Mount Saint Vincent University
166 Bedford Highway
Halifax, NS B3M 2J6
(902) 457-6117
admissions@msvu.ca
Program Name:Tourism and travel services marketing operations
Education Level:This program is typically offered at the trades/college level.
Program Description:
This instructional program class comprises any program that prepares individuals to provide direct retail services to hotel and motel clients and customers in a variety of settings. These programs include courses in the principles of hotel/motel operations, customer sales and assistance operations and techniques, telephone operations, and basic office management.
See all institutions providing this program+
Cape Breton University
PO Box 5300 1250 Grand Lake Road
Sydney, NS B1P 6L2
(888) 959-9995
registrar@cbu.ca
Additional resources:

There are no additional resources for this occupation.