Have I bored you yet?

I certainly hope not, but I must admit, the research is tedious. I had no idea how intense the research for labor statistics would be. In a poor economy, the job outlook is forever changing, along with the projections on where we will be next year at this time, let alone what market we are in. The Midwest will certainly be different than the West Coast, for example. Also, the employment numbers and pay will depend on whether you live in a metropolitan area, or rather a small town. My new fear? Taking a job based on what I thought it would be instead of what it is. Not all of this research will tell me exactly what I need to know when making my move. It will be important to research the companies I apply to, not just the types of jobs I am applying for. I'll keep at it. Watch for the upcoming notes of my interview on a career in communications/public relations.

Research for Careers

The Following information was found here:
http://www.bls.gov/oco/ocos020.htm

Advertising, Marketing, Promotions, Public Relations, and Sales Managers
Significant Points
Keen competition is expected for these highly coveted jobs.
College graduates with related experience, a high level of creativity, and strong communication and computer skills should have the best job opportunities.
High earnings, substantial travel, and long hours, including evenings and weekends, are common. Because of the importance and high visibility of their jobs, these managers often are prime candidates for advancement to the highest ranks.

Nature of the Work
Advertising, marketing, promotions, public relations, and sales managers coordinate their companies' market research, marketing strategy, sales, advertising, promotion, pricing, product development, and public relations activities. In small firms the owner or chief executive officer might assume all advertising, promotions, marketing, sales, and public relations responsibilities. In large firms, which may offer numerous products and services nationally or even worldwide, an executive vice president directs overall advertising, marketing, promotions, sales, and public relations policies. (Executive vice presidents are included in the Handbook statement on top executives.)

Advertising managers. Advertising managers direct a firm’s or group’s advertising and promotional campaign. They can be found in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in companies that advertise heavily. They work with sales staff and others to generate ideas for the campaign, oversee a creative staff that develops the advertising, and work with the finance department to prepare a budget and cost estimates for the campaign. Often, these managers serve as liaisons between the firm requiring the advertising and an advertising or promotion agency that actually develops and places the ads. In larger firms with an extensive advertising department, different advertising managers may oversee in-house accounts and creative and media services departments. The account executive manages account services departments in companies and assesses the need for advertising. In advertising agencies, account executives maintain the accounts of clients whereas the creative services department develops the subject matter and presentation of advertising. The creative director oversees the copy chief, art director, and associated staff. The media director oversees planning groups that select the communication medium—for example, radio, television, newspapers, magazines, the Internet, or outdoor signs—that will disseminate the advertising.

Marketing managers. Marketing managers work with advertising and promotion managers to promote the firm's or organization's products and services. With the help of lower level managers, including product development managers and market research managers, marketing managers estimate the demand for products and services offered by the firm and its competitors and identify potential markets for the firm’s products. Marketing managers also develop pricing strategies to help firms maximize profits and market share while ensuring that the firms' customers are satisfied. In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and they oversee product development.

Promotions managers. Promotions managers direct promotions programs that combine advertising with purchasing incentives to increase sales. Often, the programs are executed through the use of direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or other special events. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, and contests.

Public relations managers. Public relations managers plan and direct public relations programs designed to create and maintain a favorable public image for the employer or client. For example, they might write press releases or sponsor corporate events to help maintain and improve the image and identity of the company or client. They also help to clarify the organization’s point of view to their main constituency. They observe social, economic, and political trends that might ultimately affect the firm, and they make recommendations to enhance the firm's image on the basis of those trends. Public relations managers often specialize in a specific area, such as crisis management, or in a specific industry, such as healthcare.


In large organizations, public relations managers may supervise a staff of public relations specialists. (See the Handbook statement on public relations specialists.) They also work with advertising and marketing staffs to make sure that the advertising campaigns are compatible with the image the company or client is trying to portray. In addition, public relations managers may handle internal company communications, such as company newsletters, and may help financial managers produce company reports. They may assist company executives in drafting speeches, arranging interviews, and maintaining other forms of public contact; oversee company archives; and respond to requests for information. Some of these managers handle special events as well, such as the sponsorship of races, parties introducing new products, or other activities that the firm supports in order to gain public attention through the press without advertising directly.

Sales managers. Sales managers direct the distribution of the product or service to the customer. They assign sales territories, set sales goals, and establish training programs for the organization’s sales representatives. (See the Handbook statement on sales representatives, wholesale and manufacturing). Sales managers advise the sales representatives on ways to improve their sales performance. In large multiproduct firms, they oversee regional and local sales managers and their staffs. Sales managers maintain contact with dealers and distributors, and analyze sales statistics gathered by their staffs to determine sales potential and inventory requirements and to monitor customers' preferences. Such information is vital in the development of products and the maximization of profits.

Work environment. Advertising, marketing, promotions, public relations, and sales managers work in offices close to those of top managers. Working under pressure is unavoidable when schedules change and problems arise, but deadlines and goals still must be met.

Substantial travel may be required in order to meet with customers and consult with others in the industry. Sales managers travel to national, regional, and local offices and to the offices of various dealers and distributors. Advertising and promotions managers may travel to meet with clients or representatives of communications media. At times, public relations managers travel to meet with special-interest groups or government officials. Job transfers between headquarters and regional offices are common, particularly among sales managers.

Long hours, including evenings and weekends are common. In 2008, over 80 percent of advertising, marketing, promotions, public relations, and sales managers worked 40 hours or more a week.


Advertising, marketing, promotions, public relations, and sales managers often serve as liaisons between the firm requiring the advertising and an advertising or promotion agency that develops and places the ads.

Training, Other Qualifications, and Advancement
A wide range of educational backgrounds is suitable for entry into advertising, marketing, promotions, public relations, and sales manager jobs, but many employers prefer college graduates with experience in related occupations.

Education and training. For marketing, sales, and promotions management positions, employers often prefer a bachelor's or master's degree in business administration with an emphasis on marketing. Courses in business law, management, economics, accounting, finance, mathematics, and statistics are advantageous. In addition, the completion of an internship while the candidate is in school is highly recommended. In highly technical industries, such as computer and electronics manufacturing, a bachelor's degree in engineering or science, combined with a master's degree in business administration, is preferred.

For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The applicant's curriculum should include courses in advertising, business administration, public affairs, public speaking, political science, and creative and technical writing.

Most advertising, marketing, promotions, public relations, and sales management positions are filled through promotions of experienced staff or related professional personnel. For example, many managers are former sales representatives; purchasing agents; buyers; or product, advertising, promotions, or public relations specialists. In small firms, in which the number of positions is limited, advancement to a management position usually comes slowly. In large firms, promotion may occur more quickly.

Other qualifications. Computer skills are necessary for recordkeeping and data management, and the ability to work in an Internet environment is becoming increasingly vital as more marketing, product promotion, and advertising is done through the Internet. Also, the ability to communicate in a foreign language may open up employment opportunities in many rapidly growing areas around the country, especially cities with large Spanish-speaking populations.

Persons interested in becoming advertising, marketing, promotions, public relations, and sales managers should be mature, creative, highly motivated, resistant to stress, flexible, and decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. These managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms.

Certification and advancement. Some associations offer certification programs for these managers. Certification—an indication of competence and achievement—is particularly important in a competitive job market. Although relatively few advertising, marketing, promotions, public relations, and sales managers currently are certified, the number of managers who seek certification is expected to grow. Today, there are numerous management certification programs based on education and job performance. In addition, the Public Relations Society of America offers a certification program for public relations practitioners that is based on years of experience and performance on an examination.

Although experience, ability, and leadership are emphasized for promotion, advancement can be accelerated by participation in management training programs conducted by larger firms. Many firms also provide their employees with continuing education opportunities—either in-house or at local colleges and universities—and encourage employee participation in seminars and conferences, often held by professional societies. In collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Course subjects include brand and product management; international marketing; sales management evaluation; telemarketing and direct sales; interactive marketing; product promotion; marketing communication; market research; organizational communication; and data-processing systems, procedures, and management. Many firms pay all or part of the cost for employees who complete courses.

Because of the importance and high visibility of their jobs, advertising, marketing, promotions, public relations, and sales managers often are prime candidates for advancement to the highest ranks. Well-trained, experienced, and successful managers may be promoted to higher positions in their own or another firm; some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.

Employment
Advertising, marketing, promotions, public relations, and sales managers held about 623,800 jobs in 2008. The following tabulation shows the distribution of jobs by occupational specialty:



Sales managers 346,900
Marketing managers 175,600
Public relations managers 56,700
Advertising and promotions managers 44,600


These managers were found in virtually every industry. Sales managers held about 56 percent of the jobs; about 62 percent of sales managers were employed in wholesale trade, retail trade, manufacturing, and the finance and insurance industries. Marketing managers held approximately 28 percent of the jobs; the professional, scientific, and technical services, and the finance and insurance industries employed around 32 percent of marketing managers. About 27 percent of advertising and promotions managers worked in the professional, scientific, and technical services industries and wholesale trade. Around 48 percent of public relations managers were employed in service-providing industries, such as professional, scientific, and technical services; public and private educational services; finance and insurance; and healthcare and social assistance.

Job Outlook
Employment is projected to grow about as fast as average. As with most managerial jobs, keen competition is expected for these highly coveted positions.

Employment change. Overall employment of advertising, marketing, promotions, public relations, and sales managers is expected to increase by 13 percent through 2018. Job growth will be spurred by competition for a growing number of goods and services, both foreign and domestic, and the need to make one’s product or service stand out in the crowd. In addition, as the influence of traditional advertising in newspapers, radio, and network television wanes, marketing professionals are being asked to develop new and different ways to advertise and promote products and services to better reach potential customers.

Sales and marketing managers and their departments constitute some of the most important personnel in an organization and are less subject to downsizing or outsourcing than are other types of managers, except in the case of companies that are consolidating. Employment of these managers, therefore, will vary primarily on the basis of the growth or contraction in the industries that employ them. For example, if, as is expected, the number of automobile dealers declines over the next decade, these major employers of sales managers will need fewer of them. Employment of marketing managers will grow about as fast as average at 12 percent between 2008 and 2018, and that of sales managers will grow faster than average at 15 percent over the same period.

Advertising and promotions managers are expected to experience little or no change in employment from 2008 to 2018. Despite large declines in the number of advertising managers in recent years, due mainly to the sharp reduction in the number of advertising agencies and newspaper and periodical publishers, which employ the greatest numbers of these managers, advertising and promotions managers are not expected to experience similar declines in the future. Because advertising is the primary source of revenue for most media, advertising departments are less affected in a downturn. An expected increase in the number of television and radio stations and a sharp increase in the amount of advertising in digital media, such as the Internet and wireless devices will generate a need for advertising managers to oversee new and innovative advertising programs. A number of these advertising managers will be self-employed.

Public relations managers are expected to see an increase in employment of 13 percent between 2008 and 2018, which is about as fast as average for all occupations, as organizations increasingly emphasize community outreach and customer relations as a way to enhance their reputation and visibility. Especially among the growing number of nonprofit organizations, such as education services, business and professional associations, and hospitals, where many of these workers are employed, public relations managers will be charged with promoting the mission of the organization and encouraging membership or use of the organization’s services.

Job prospects. Most job openings for this occupation will be due to the need to replace workers who leave the occupation or retire. However, advertising, marketing, promotions, public relations, and sales manager jobs are highly coveted and are often sought by other managers or highly experienced professionals, resulting in keen competition. College graduates with related experience, a high level of creativity, and strong communication and computer skills should have the best job opportunities. In particular, employers will seek those who have the skills to conduct new types of advertising, marketing, promotions, public relations, and sales campaigns involving new media, particularly the Internet.

Earnings
Median annual wages in May 2008 were $80,220 for advertising and promotions managers, $108,580 for marketing managers, $97,260 for sales managers, and $89,430 for public relations managers.

Median annual wages of advertising and promotions managers in May 2008 in the advertising, public relations, and related services industry were $105,960.

Median annual wages in the industries employing the largest numbers of marketing managers were as follows:


Computer systems design and related services $127,870
Management of companies and enterprises 115,650
Management, scientific, and technical consulting services 111,130
Insurance carriers 103,210
Depository credit intermediation 98,510


Median annual wages in the industries employing the largest numbers of sales managers were as follows:


Professional and commercial equipment and supplies merchant wholesalers $125,130
Wholesale, electronic markets, and agents and brokers 114,670
Automobile dealers 107,500
Management of companies and enterprises 106,980
Department stores 54,560


Wages vary substantially, depending upon the employee’s level of managerial responsibility, length of service, and education; the size and location of the firm; and the industry in which the firm operates. For example, manufacturing firms usually pay these managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important determinant of salary. Many managers earn bonuses equal to 10 percent or more of their salaries.

According to a survey by the National Association of Colleges and Employers, starting salaries for marketing majors graduating in 2009 averaged $43,325.



For the latest wage information:The above wage data are from the Occupational Employment Statistics (OES) survey program, unless otherwise noted. For the latest National, State, and local earnings data, visit the following pages:

•advertising and promotions managers
•marketing managers
•public relations managers
•sales managers


Related Occupations
Advertising, marketing, promotions, public relations, and sales managers direct the sale of products and services offered by their firms and communicate information about their firm’s activities. Other workers involved with advertising, marketing, promotions, public relations, and sales include the following:

Actors, producers and directors

Advertising sales agents

Artists and related workers

Authors, writers, and editors

Demonstrators and product promoters

Market and survey researchers

Models

Public relations specialists

Sales representatives, wholesale and manufacturing

Sources of Additional Information About this section


For information about careers in advertising management, contact:

American Association of Advertising Agencies, 405 Lexington Ave., 18th Floor, New York, NY 10174-1801. Internet: http://www.aaaa.org

Information about careers and professional certification in public relations management is available from:

Public Relations Society of America, 33 Maiden Lane, 11th Floor, New York, NY 10038-5150. Internet: http://www.prsa.org


Suggested citation: Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2010-11 Edition, Advertising, Marketing, Promotions, Public Relations, and Sales Managers, on the Internet at http://www.bls.gov/oco/ocos020.htm (visited January 19, 2010).


Last Modified Date: December 17, 2009

Future Job Outlook for Ohio

This information was gathered from various sources, including:

http://lmi.state.oh.us/proj/OhioJobOutlook.htm

High Prospect Industries
Health services will dominate the job growth picture. Of the 10 industries that are projected to have a large number of new jobs and a growth rate of at least 25 percent over 10 years, half are in the health service industry:
Individual and family service – 25,200 new jobs
Home health care services – 22,800 new jobs
Management and technical consulting services – 13,800 new jobs
Community care facilities for the elderly – 13,400 new jobs
Computer systems design and related services – 13,300 new jobs
Offices of other health care providers – 7,100 new jobs
Residential mental health facilities – 6,400 new jobs
Outpatient care centers – 6,100 new jobs
Activities related to real estate – 5,400 new jobs
Activities related to credit intermediation – 4,600 new jobs

Declining Industries
The manufacturing industry is projected to decline nationally by 10.6 percent. In Ohio the decline is projected at 17.7 percent over a decade. Specific manufacturing industries that are projected to decline more than 25 percent are:
Iron and steel mills and ferroalloy manufacturing
Rubber product manufacturing
Other nonferrous metal production
Foundries
Motor vehicle parts manufacturing
Household appliance manufacturing
Glass and glass product manufacturing

The Resume

Jill M. Valentine
150 Barford Road • Marion, OH 43302
740.382.2512 • 740.244.9254
valentine.178@osu.edu

Professional Writing Qualifications:

• Wrote creative ad campaigns
  
• Wrote copy for lease contracts, brochures, ads, flyers
  
• Produced variety of business materials including letters, proposals, summaries, and reports
  
• Formulated employee policies, manuals, and memos
  
• Composed essays using MLA format
  
• Proofread and edited all referenced written materials and business documents
  
• Wrote copy for press releases, wrote promotional copy
  

Education:

B.A. in English, expected June 2010
The Ohio State University, Marion, OH

Minor in Professional Writing
Core Courses: English, professional writing, communication, publishing, creative writing, web design

Associate of Arts, June 2008
The Ohio State University, Marion, OH

High School Graduate, 1995
Ridgedale High School, Morral, OH


Volunteer Work:

Communications Intern
June 2009 to August 2009 · Ohio State University · Marion, OH

• Wrote copy for press releases and electronic news pertaining to events at The Ohio State University at Marion
  
• Interviewed people for stories
  
• Wrote promotional articles supporting events sponsored by Ohio State
  
• Attended budget and advertising meetings with director to see where budget dollars go for advertising

Communications Intern, Board Member
March 2009 to June 2009 · Center Street Community Health Center · Marion, OH

• Youngest member to currently serve on Board of Directors
  
• Created mission, vision, values statements, and tag lines to use for all communications branding
  
• Planned Power Point slide shows for donor presentations
  
• Generated advertisements for promotions
  
• Designed posters and created slogans to use as advertising and future billboards
  
• Wrote copy and designed brochure in InDesign for promotions
  
• Volunteer to work events that further the mission of the health center

Experience:

Manager
December 2006 to June 2007 · Fairpark Pizza · Marion, OH

• Set up new business policies and procedures and hired new staff
  
• Created and managed new marketing campaign, including signs, advertising, menus, brochures
  
• Reviewed business contracts to buy business and acquire financing

Front End Coordinator
March 2006 to December 2006 · Giant Eagle · Columbus, OH

• Trained and coordinated new or current staff members for front end of grocery store, including check-out and customer service
  
• Supervised staff of 20+ people and coordinated all breaks, lunches, training sessions, and shift changes
  
• Ran registers when needed to ensure proper customer flow
  
• Managed all customer relations and helped customers whenever needed

Property Manager
May 1998 to March 2005 · Preferred, Anyi, Summit, and Fairfield Properties · Columbus, OH

• Collected rent and posted in computer system for 350+ apartments
  
• Planned quarterly market themes and planned events around these themes
  
• Wrote proposals of business incentives and goals for staff
  
• Wrote nightly and weekly reports to corporate office and investors on status of property
  
• Planned new sales campaigns to be competitive with market
  
• Planned monthly events to maintain resident relations
  
• Worked within budgetary guidelines and managed all paperwork for given budget year
  
• Inspected property daily and coordinated with maintenance team on issues
  
• Hired and trained new staff as needed
  
• Attended Fair Housing Seminars

Setting Sail

Professor, Professor...my goodness, you are a walking library, aren't you? For those of you that do not know my dear professor, ask anyone that has had her classes, she is a wealth of information. I actually showed her "brief list" to another professor of mine, who promptly fell into a fit of giggles at the many helpful, very long list of (did I mention helpful?) references. So vast, and numerous! Dr. P, what would I do without you?

It has been suggested that for those that might actually consider following along in this journey, and disobey Frost's thoughts on roads less traveled, to instead choose a trail well-blazed, that I might map out what my specific plans are for this 10 week journey, give you a projection (so-to-speak) before we embark.

Compass: Review careers in two week increments. Research career and types of jobs in the field considered,salary research, mobility within career, transitions into other careers, types of jobs within particular field, knowledge needed for success within career, what would the hiring person look for in a writing portfolio, etc. Blog about research found, interview people in these careers, find open positions that I may qualify for, possibly send out resume for the future.

WEEK 1 & 2: Communications/Public Relations/Marketing

Interview Possibilities: W.R.(Communications), B.B. (Donor Relations), D.C.(Communications)

Update: Interview set up with W.R for Friday, January 15, 2010. 1:00 p.m. W.R.'s office.

WEEK 3 & 4: Law

Interview Possibilities: N.S., I.M., R.S.'s sister

WEEK 5 & 6: Teaching/Alternative Teaching (Is this a real thing?)

Interview Possibilities: S.C., J.Y., B.R.,C.S-B., Anyone that might have taught troubled youth or taught in prisons.

WEEK 7 & 8: Writing (Both Technical & Creative)

Interview Possibilities: S.L., Contact I made at Panera, E. M., Other authors

WEEK 9 & 10: Nearing the home stretch! Spend these two weeks gathering up samples for my writing portfolio. Split personal and professional efforts up. Make a list of websites that are helpful.

Example: Good job search database is http://www.jobsatosu.com/

Day 1

You know how they say today is the first day of the rest of your life? Well, I don't know who said that, but I'm sure they were right. I am about to embark on a journey that I feel will finally set me onto the path of knowing exactly what it is I want to do. I want a clear vision of my career direction, and I am here to find it.

The Goal: Know what career path I want to take by the end of the year (Winter and Spring quarter) and have application and resumes sent out.


The Plan: Research and interview people in the careers I am considering, write about them here in hopes some other poor,
directionless English student needs a guiding light.





Time Frame: I have 10 weeks to complete this goal.
And I have posted this here to share with all of you, dear readers. If there are any readers.

Since today is the day I have started this endeavor, I have outlined a calendar of where to start to present to my professor as she guides me along in the as a course of Independent study. Yes, I am actually getting college credit to research my own career options.