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Frequently-Asked Questions: The Advertising Sequence
What type of work do people do in advertising and public relations?
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"There's a variety of things people can do in advertising and public relations, from planning and managing a brand's campaigns to writing copy and designing layouts for ads, brochures, Web sites. Some people in this field sell ads while others buy ad space for print publications or time for radio and television. There's so much more, too, such as event planning, promotions and speech writing."
Cynthia Frisby
Advertising Faculty
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"Public relations is one option in Strategic Communication. One of the neat things about PR is that there are a wide variety of job opportunities. Jobs in public relations range from publicity and media relations to employee communications to lobbying to fundraising to sports promotion to entertainment."
María Len-Ríos
Advertising Faculty
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"Missouri Journalism alumni are working all over the world and are represented in every level from top management to entry-level. You might want to check out the Profiles in Success on this Web site. Alumni share information about their jobs, what they've learned and other highlights in these features."
Brian Brooks
Undergraduate Studies Dean
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What kind of background is important?
"Three essential characteristics employers look for are excellent writing skills, passion and professionalism. The types of knowledge required in public relations include research and strategy, management of multiple projects, an understanding of business and economics, long-term planning, innovative uses of new technologies, and working with the media. Many people think public relations is just schmoozing and cocktail parties; it's much more."
María Len-Ríos
Advertising Faculty
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"For careers in advertising, people typically earn degrees in English, journalism, fine arts, writing, marketing, accounting, psychology or business administration."
Cynthia Frisby
Advertising Faculty
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"To earn an entry-level position, you will need to know basic business skills. This includes the ability to perform the requirements of the position, competency in computer skills and software programs, both coupled with a related degree."
Larry Powell
Advertising Faculty
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What type of hands-on experience might I get while I'm in school?
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"In my upper-level classes, we create multiple ads for products. After we're done, we talk about what works and what doesn't work. Even as a student, I am responsible for my own advertising work."
Carla DeRousse
Advertising Student
Ste. Genevieve, Mo.
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"I'm working for real companies and creating advertisements for their products. The hands-on experience I'm involved in is almost exactly what I plan to be doing after I graduate."
Brandon Butcher
Advertising Student
Columbia, Mo.
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"In my classes, I have real clients to create ads for. These companies will use the ads to reach real consumers. I'm learning and working at the same time."
Ryan Mogge
Advertising Student
Rockville, Md.
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"We're given the names of clients who want and need our advertising services. We spend a lot of time working with these clients to create advertisements that will help reach their customers."
Gina Ventura
Advertising Student
St. Louis, Mo.
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"Our students have the best of both worlds: a liberal arts education and ample opportunities to practice journalism and advertising."
Brian Brooks
Undergraduate Studies Dean
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What other qualities and skills are valuable?
"What people in advertising and public relations have in common is a desire to do things in different and creative ways. People who enjoy a set way of doing things should steer clear of advertising. Some common traits that will increase a person's chance for success in advertising are motivation, expressiveness and problem-solving ability."
Larry Powell
Advertising Faculty
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"There are many different types of jobs in public relations, each needing a variety of talents. People who want to go into the area of special events need planning skills and the ability to handle stress, deadlines and odd hours. Those who go into investor relations are usually interested in money, financials and legal guidelines. People who choose corporate public relations typically have an affinity for a certain industry such as food, telecommunications, energy or health. People often choose nonprofit public relations for altruistic reasons."
María Len-Ríos
Advertising Faculty
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"It's important to have the ability to work under pressure and on several tasks at once, the ability to take rejection and to persevere. You need the ability to receive and respond to criticisms. Beyond that, the strategic communication field can use a wide variety of skills, interests and aptitudes. Those who can solve problems, think independently, organize, conceptualize and analyze will feel at home. Also important is creative and independent thinking, problem solving, artistic ability (for those going into design) written and oral skills, presentation skills, people skills. Curiosity and interest in pop culture and trends are also useful."
Cynthia Frisby
Advertising Faculty
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How do you benefit from learning from faculty who have had practical experience in the field?
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"Our professors have been out in the professional world, so they know what works and what doesn't work. And because they have already been there, they have real advice on how to work your way through the business."
Carla DeRousse
Advertising Student
Ste. Genevieve, Mo.
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"One of my advertising professors taught me about what I really want to do and made me realize what I wouldn't want to do. You have to see what fits best for you in this field, and the faculty here will take the time to help you find it."
Brandon Butcher
Advertising Student
Columbia, Mo.
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"Our teachers here have real-world experience. They teach more than just theories here at Mizzou; they teach us what they've learned from going out there and doing it themselves."
Ryan Mogge
Advertising Student
Rockville, Md.
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"Professors here have real-world information to share with us. But the best part is that they can help us make contacts with people who are working in the advertising or public relations business. Making contacts is so important in our business!"
Gina Ventura
Advertising Student
St. Louis, Mo.
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Where do Missouri Journalism students get internships?
"Our students usually have had at least one internship by the time they graduate. These have been in news reporting, producing, advertising, photography, public relations, magazine writing, event planning, design and much more. The internships are in major U.S. cities as well as in smaller communities, representing the wide range of interests of our students, who, incidentally, come from every state in the nation and from more than 30 countries. You might want to check out a list of almost 300 student internships at media outlets, agencies and other organizations where our students have worked in recent years."
Phou Sengsavanh
Career Center
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What kind of jobs are graduates getting with an advertising emphasis?
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"Students have gone straight from the Missouri School of Journalism to work in jobs as account coordinators, managers, account executives, art directors, designers, researchers and media planners."
Larry Powell
Advertising Faculty
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"Our students go everywhere. Some go to big cities such as New York, Chicago and Los Angeles and work for large agencies. Some work for our state politicians in Washington, D.C., others join Fortune 500 companies, and still others give back to their hometowns or join Teach for America to make a difference."
María Len-Ríos
Advertising Faculty
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What are the salaries and working environment like in this field?
"Salaries depend on the particular job tasks, the size of company you'll work for, and the location or region in which you work. For information on specific jobs in certain locations, two Web sites to visit for more detailed salary information are www.salary.com or www.monster.com."
Phou Sengsavanh
Career Center
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"If you are interested in media buying and sales, you can work from just about anywhere given how much is done via computers. Many jobs like account managers and media buyers and sellers often do a great deal of travel. Creative workers have unpredictable schedules based on clients' needs. Entry-level salaries are usually less when you're just starting out, but there is huge potential to increase your salary in advertising."
Cynthia Frisby
Advertising Faculty
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"A typical advertising agency environment is fast-paced. Some companies are small and employ young people to work on 'cool' new products. Other larger firms employ seasoned professionals to manage less experienced staffs. Salaries for entry-level positions can start at $30,000. Experienced professionals can even exceed half a million."
Larry Powell
Advertising Faculty
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"The working environment can vary based on what area of public relations students choose, but in general, it is challenging and no day is the same. As for salaries, a recent survey by PR Week-Korn/Ferry International shows that 21- to 25-year-olds make $35,000 to $37,000 a year. Of course, salaries always depend on geographic region and other factors. The best public relations jobs are highly competitive."
María Len-Ríos
Advertising Faculty
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What is one tip you would give incoming students about this sequence?
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"It would be helpful for you to take the time to get to know upperclassmen in the Strategic Communication sequence. Ask them what classes they think you should take. They've been there, so they can help you."
Carla DeRousse
Advertising Student
Ste. Genevieve, Mo.
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"Talk to your professors and get to know them personally. With their help, you can find out exactly what you want to do. There is enough variety in advertising that you'll be able to find the part of it that you enjoy the most."
Brandon Butcher
Advertising Student
Columbia, Mo.
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"If your professors assign readings, take the time to actually sit down and read them. Your teachers know what literature will help you learn, and it reinforces the points they're trying to make."
Ryan Mogge
Advertising Student
Rockville, Md.
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"Take a full schedule of classes your freshmen year, or consider taking summer school classes. Then, by the time you get to the harder, more time-consuming classes your senior year, you'll be glad you have more time to focus on them."
Gina Ventura
Advertising Student
St. Louis, Mo.
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