The marketing, advertising, and public relations (PR) industry covers a range of functions from the technical elements of market research to the more creative product/brand development, promotion, media relations, reputation management, public affairs, direct marketing and sponsorship. Digital roles (creative, design and production) are increasing significantly.

Marketing budgets, particularly social-media budgets, are increasing again as the global recession eases, and opportunities are available for graduates with exceptional communication skills, organisational skills and creative flair.

What kind of work can I do?

Marketing

Marketing can be defined as the intermediary function between product development and sales. It is the marketing professional’s job to create, manage and enhance brands.

Many roles are in-house and deal exclusively with one organisation’s marketing - usually incorporating advertising and sometimes PR. The work includes:

• promotion/sales planning;
• branding;
• media relations;
• product development;
• sponsorship;
• digital marketing;
• direct marketing;
• market research.

For more information on the types of marketing, see getin2marketing .

Advertising

Advertising is a creative and fast-paced industry that uses paid-for space in various media outlets to motivate people to buy products and services or change their attitudes. Advertising involves developing and implementing the company's advertising strategy.

Professionals are often employed in agencies. These agencies can either be specialist, e.g. media buying or digital/online, or full-service agencies. The work often includes:

• creating and managing integrated advertising campaigns;
• client and supplier liaison;
• planning, research and evaluation;
• new business development;
• digital roles - creative, design and production.

PR

Public relations is growing in importance as a marketing tool and is now considered a critical component of the marketing mix. Opportunities exist in-house or in consultancies/agencies. Some consultancies specialise in one sector, e.g. healthcare, IT, consumer. Work activities include:

• the management of reputation, with the objective of earning understanding and support;
• interacting with the media;
• writing and editing;
• planning, research and evaluation;
• event management.

Public affairs and lobbying also form part of the PR industry. The work includes persuading policymakers and/or conveying particular viewpoints to influential people such as MPs.

What’s it like working in this industry?

• This industry is fast, exciting, innovative, highly creative and varied but can also be stressful when having to meet tight deadlines under pressure.
• Salaries vary considerably, depending on the specialism, level of experience and geographical location.
• For junior roles, salaries tend to be higher in the professional services, financial and business sectors compared with those in the not-for-profit/public sector or small, independent companies.
• Senior positions within agencies can command a high salary.
• Working hours can be long and irregular, with some in-house PR roles attracting an ‘out-of-hours’ supplement.
• Networking and socialising with clients in order to build and maintain relationships is important in agency roles.
• While there is almost an equal split between males and females in the industry as a whole, females currently account for only 22.4% of those in an agency management role (Institute of Practitioners in Advertising (IPA) , Agency Census 2010). 
• Around half of employees are aged 30 or under (IPA, Agency Census 2010).
• In advertising, the workforce is predominantly from a white background (90%). This is an issue the IPA is trying to address and is slowly making progress on (IPA, Agency Census 2010).

How big is this industry?

• There are 18,843 people employed at 268 IPA member agencies, with 161 of these based in London.
• The Chartered Institute of Public Relations (CIPR)  estimates that there are approximately 50,000 people working in PR roles.
• The Chartered Institute of Marketing (CIM)  estimates that the total number of professionals working in marketing in the UK is 500,000.

Where can I work?

• Many large advertising, direct marketing and full-service agencies and PR consultancies are based in and around London, as are many in-house marketing and PR roles.
• However, opportunities exist throughout the whole of the UK, particularly in larger cities such as Birmingham, Bristol, Edinburgh, Leeds and Manchester.
• Few opportunities exist in rural areas.
• Large agencies and PR consultancies are increasingly international in scope. Many are part of a larger media and communications group whose parent company may be based in another country. For further information about worldwide opportunities, see opportunities abroad.