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.
Many roles are in-house and deal exclusively with one organisation's marketing - usually incorporating advertising and sometimes PR. The work includes:
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:
i) the management of reputation, with the objective of earning understanding and support;
ii) interacting with the media;
iii) writing and editing;
iv) planning, research and evaluation;
v) 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.