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Digital Subscriptions > The Graduate Guide > The Graduate Guide 2017 > ADVERTISING, MARKETING & PR

ADVERTISING, MARKETING & PR

THESE INDUSTRIES ARE FAST-PACED, DEMANDING & COMPETITIVE BUT ALSO HIGHLY REWARDING FOR ANYONE WHO IS CREATIVE, COMMERCIALLY AWARE AND A GREAT COMMUNICATOR

Advertising, marketing and public relations (PR) work together to establish and improve communications between an organisation and an audience.

Advertisers use paid-for space in various media outlets such as on TV, online, in magazines, on billboards etc. in order to communicate the existence of products and services or to change attitudes. Marketing incorporates research into consumer behaviour to identify a target audience, and find out what it is they want, in order to attract them to a product or service via the use of advertising etc. PR is about establishing a two-way relationship with a media outlet or company, in order to get a message out. It’s all about managing the spread of information — and maintaining a positive public image, reputation and perception of an organisation or an individual — with the aim of gaining public support and influencing opinion.

The ongoing social media revolution has had a huge impact on how these sectors work, considerably changing working practices. Roles are increasingly reflecting a global digital economy e.g. traditional marketing has now flourished into digital marketing.

KEY SKILLS:

− COMMERCIAL AWARENESS: Understanding the target audience, competitors and the arena in which the product or company functions is essential.

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About The Graduate Guide

The Graduate Guide 2017 has everything you will need for life after university. It covers 50+ career industries and looks at some top destinations overseas. Or if postgraduate study beckons, you’ll find loads of information to help you decide which route to take — in the UK or abroad. Whatever the next step is for you, The Graduate Guide is packed full of information and advice to help you on your way.

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