For its promotions the staff may use direct mail telemarketing advertisements

For its promotions the staff may use direct mail

This preview shows page 114 - 116 out of 132 pages.

For its promotions, the staff may use direct mail, telemarketing, advertisements, in-store displays, product endorsements, or special events. Public Relations Public relations personnel manage communications with the media, consumers, employees, investors, and the general public. They’re the spokespeople for their own company, or for client companies if they work for a public relations firm. They may write press releases to promote new products, or to inform the investment community of financial results, business partnerships, or other organizational news. If they’re in media relations, they may respond to information requests from journalists, pitch stories to the media, or even ghostwrite op-ed pieces about the company. In general, the goal of the public relations specialist is to portray the company in a flattering light, publicize its products and services, uphold its public image in a crisis, and generate positive buzz around its business and corporate practices. JOB PROSPECTS According to the 2006–07 Occupational Outlook Handbook from the U.S. Bureau of Labor Statistics (BLS), overall employment in the field of marketing is expected to increase faster than average—exhibiting 18- to 26-percent growth—through 2014. The BLS points to growing domestic and global competition in consumer products and services as a key reason for this job growth. However, the growth varies widely by sector: Robust growth is anticipated in scientific, professional, and technical services realms, while a decline is expected in the manufacturing sector. The BLS also foresees increased competition for the available full-time opportunities in the field of marketing overall, especially since hiring contractors in lieu of replacing full-time marketing professionals is becoming a common practice. This news comes as no surprise to marketers in the field, as few have been spared from widespread layoffs and drastic budget reductions. Nonprofit After a few brutal years, marketers’ job prospects are looking up. As other industries recover from the recent recession, marketing spending is sure to increase— and so will job opportunities for marketing professionals.
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107 WETFEET INSIDER GUIDE INTRODUCTION INDUSTRIES CAREERS marketers have had to step up their efforts to sustain their organizations, given the shrinking pool of funding available due to government cuts, scarce corporate sponsorships, and decreased individual donations. Many companies have opted to hunker down, keep a low promotional profile, and wait out the recession, which has meant tough times for marketers in many consumer products companies and advertising agencies. After a few brutal years, however, marketers’ job prospects are beginning to look up. As other industries continue to recover from the recent recession, marketing spending is sure to increase—and with that, so will job opportunities for marketing professionals.
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