Careers

According to Bruce Vandenburg of Michigan State University, "Advertising is a field that demands good oral and written communication skills. Someone who plans a career in advertising should be a people person." Obtaining a degree in advertising includes learning about the research involved in developing advertising strategies, how advertising campaigns are produced, how marketing plays into advertising, and, of course, related computer skills.

Vandenburg projected that advertising will be one of the top growth career areas for the year 2000 and beyond. There should be a high demand for new graduates. This growth appears to be based on the role of advertising as it relates to new electronic, computer-based technologies, including the Internet and CD-ROM.

Careers in advertising

• advertising or marketing specialist
• copy writer
• account executive
• sales manager
• media planner
• media buyer
• creative director
• media sales representative
• public opinion researcher

Communication courses that can enhance an advertising career

• research methods
• persuasion
• argumentation theory
• TV culture
• interpersonal communication
• gender and communication
• group communication
• intercultural communication
• communication and diversity
• advanced media studies
• contemporary issues in organizations

Communication educators are hired at all educational levels--elementary and secondary schools, community colleges, colleges and universities. Most communication faculty members are found at the collegiate level.

To teach communication in an elementary or secondary school you need to obtain certification. Each state has its own regulations, but almost all require a minimum of a bachelor's degree in the field you will be teaching.

Becoming an instructor at the college level usually requires a doctoral degree, though some community colleges will hire a candidate with a master's degree. Community colleges tend to prefer graduates who have a general communication degree so they can teach a variety of courses. Four-year institutions, especially research and graduate level universities, prefer candidates trained in a specific area, such as organizational communication, rhetoric and public address, or interpersonal communication.

One question often asked by students is, "What are the job opportunities at the college level for teaching communication?" According to a study, "more than 80 percent of those institutions currently advertising for new faculty to fill communication positions prefer or demand the Ph.D. However, only half the number needed to fill those vacancies will be available in the years ahead. . . . These trends will be more severely felt in the communication studies discipline than in many other academic fields, because Ph.D. production in communication per undergraduate to be served has been declining steadily for a number of years."

Careers in communication education

• language arts coordinator
• high school speech teacher
• forensics/debate coach
• drama director
• college or university professor
• speech communication department chairperson

Communication courses that can enhance a career in communication education

• interpersonal communication
• communication theory
• research methods
• intercultural communication
• small group communication
• forensics
• conflict
• argumentation
• rhetorical theory and criticism
• advanced rhetorical studies
• contemporary public address
• communication and diversity
• technology, organization and globalization
• persuasion

The field of broadcasting is going through a period of rapid change. One of the trends is the combination of radio and television with computers and interactivity. Even the title of the field is shifting from the present emphasis on broadcasting to electronic media, according to Louisa A. Nielsen of the Broadcast Education Association.

It is further anticipated that there will be a major job shift in the field from radio and television positions to non-broadcast video. Non-broadcast video includes the activities of corporations, health care centers, and educational organizations in producing newsletters, training materials, videos, commercials, and educational materials. Careers will encompass not only performance, but technical skills, including video graphics. Students will need to be thoroughly trained in the use of media.

Often considered to be a glamour industry because of the attention given to electronic broadcasters--network newscasters and talk show hosts--the radio-television field actually has more jobs off-camera and off-microphone than on-air. Many of these technical, sales, and administrative positions pay as well or better than those held by performers.

Those interested in on-air performance should be aware that many of the jobs are in small or rural communities at local stations and in independent production facilities, rather than with the networks. It is fairly common for performers to find their first job at one of the small broadcasting or production sites. Initial pay is often low or even unpaid as volunteer work or internships. Even at that, competition for jobs is often high.

Careers in electronic media/radio-television/broadcasting

• broadcasting station manager
• director of broadcasting
• film/tape librarian
• community relations director
• unit manager
• film editor
• news director
• news writer
• transmitter engineer
• technical director
• advertising sales coordinator
• traffic/continuity specialist
• media buyer
• market researcher
• actor
• announcer
• disc jockey
• news anchor
• public relations manager
• comedy writer
• casting director
• producer
• business manager
• researcher
• account executive
• floor manager
• talk show host

Communication courses that can enhance a career in electronic media/radio-television/broadcasting

• interpersonal communication
• TV culture
• film criticism
• persuasion
• introduction to political communication
• advanced media studies
• communication and diversity
• contemporary issues in organizational communication
• organizational communication systems
• contemporary public address
• group communication

Communication skills are essential to address the issues that challenge political leaders and our systems of government. Communication is the basis for gaining understanding between people, discussing similarities and differences, and settling disputes.

Communication and government/political-related careers

• public information officer
• speech writer
• legislative assistant
• campaign director
• research specialist
• program coordinator
• negotiator
• lobbyist
• press secretary
• elected official

Communication courses that can enhance a government career

• interpersonal communication
• communication theory
• communication research methods
• organizational communication
• argumentation theory
• rhetorical theory and criticism
• introduction to political communication
• communication and diversity

Journalism involves researching and gathering information and communicating it to the public through writing, speaking, visual, or electronic means. Collegiate enrollment in journalism programs remains fairly steady. Approximately 50 percent of journalism graduates find employment in the field within six to eight months after completing their undergraduate degree.

Careers in journalism

• reporter
• editor
• newscaster
• author
• copy writer
• script writer
• publisher
• news service researcher
• technical writer
• acquisitions editor
• media interviewer
• talk show host

Communication courses that can enhance a career in journalism

• rhetorical criticism and theory
• early American public address
• gender and communication
• communication and conflict
• intercultural
• technology, organization, and globalization
• interpersonal communication
• communication and diversity
• persuasion
• tv culture
• film criticism
• research methods

Public relations typically involves managing the public image of an organization or an individual. According to Carl Botan of Purdue University, the field has been growing at a fast rate because (1) the information society allows the reaching of specialized audiences which opens up the public relations field to new and ever-expanding approaches, and (2) public relations has been strongly affected internationally by changing economic structures. It is expected that employment trends will continue to rise as the conception of public relations continues to broaden into areas of international communications and training and development.

Botan advises anyone planning to enter the field to be aware that "effective writing is absolutely a critical skill." And with the advent of video newsletters and video production as an important aspect of public relations, a background in media production is a necessity for career planning in this area.

Careers in public relations

• publicity manager
• advertising manager
• marketing specialist
• press agent
• lobbyist
• corporate public affairs specialist
• account executive
• development officer
• fund raiser
• membership recruiter
• sales manager
• media analyst
• media planner
• creative director
• audience analyst
• news writer
• public opinion researcher

Communication courses that can enhance a career in public relations

• interpersonal communication
• research methods
• organizational communication
• persuasion
• contemporary issues in organizational communication
• intercultural communication
• communication and diversity
• communication and conflict

It is well recognized that communication plays a vital role in the functioning of any government, business, or industrial organization. A national study indicates that the essential skills needed by a competent employee to get a job and to succeed and be promoted are primarily communication skills.

Careers in business and communication

• sales representative
• executive manager
• personnel manager
• public information officer
• industrial and labor relations representative
• negotiator
• director of corporate communication
• customer service representative
• newsletter editor
• communication trainer
• human resources manager
• mediator
• buyer

Also see Law, Electronic Media, Public Relations and Advertising.

Communication courses that can enhance a business career

• interpersonal communication
• research methods
• organizational communication
• persuasion
• contemporary issues in organizational communication
• intercultural communication
• communication and diversity
• communication and conflict

Communication is a key tool that health care providers must use in dealing with clients and patients to prevent illness, diagnose disease, and manage treatment and patient care. It is necessary for developing and maintaining trust between provider and client, their families, and other health care providers.

Equally important in health careers is the use of communication to educate and train a population in healthy behaviors such as nutrition, sexual health, and family planning.

Careers in health and communication

• health educator
• school health care administrator
• medical grants writer
• hospital director of communication
• clinic public relations director
• health communication analyst
• research analyst
• medical training supervisor
• communications manager for federal health agencies
• health personnel educator
• medical center publications editor
• hospice manager
• drug rehabilitationist
• health care counselor
• activities director
• marketing director
• health facility fund raiser

Communication courses that can enhance a health career

• interpersonal communication
• research methods
• group communication
• conflict
• persuasion
• communication and diversity
• gender and communication
• intercultural communication

The link between computerization and communication has become the subject of extensive research by communication specialists. Many departments of communication offer a specialization in information sciences, human information theory and processes, or communication technologies, often dealing with communication by computer, compressed video, and teleconferencing.

Careers in technology and communication

• trainer for communication technologies
• closed circuit television producer/director
• systems analyst
• technical copywriter
• language specialist
• speech synthesizer
• cognition researcher
• audio and visual computer display specialist
• performance assessor

Communication courses that can enhance a high technology career

• interpersonal communication
• communication research methods
• communication theory
• organizational communication
• technology, organization, and globalization
• persuasion
• rhetorical criticism

International relations and negotiations are communication-centered. Understanding the effect of internationalism and how it affects communication is fundamental to dealing with others in the world arena. In an increasingly diverse world economy, essential communication skills are: problem-solving, speaking, listening, writing, and the abilities to analyze information and interact among multiple cultures.

Careers in international relations and negotiations

• on-air international broadcasting talent
• corporate representative
• translator
• student tour coordinator
• diplomat
• foreign relations officer
• host/hostess for foreign dignitaries
• foreign correspondent

Communication courses that can enhance an international relations/negotiations career

• intercultural communication
• communication theory
• contemporary issues in organizational communication
• technology, organization, and globalization
• early American public address
• interpersonal communication
• introduction to political communication
• communication and diversity
• communication theory
• communication and conflict resolution

Law is a profession which is essentially about communication. It involves establishing meaning and community through language. With a field so steeped in verbal and nonverbal skill requirements, a background in communication can serve as an effective beginning to a career in law. Communication training, or a degree in communication, can be useful for admission to law schools, as well as providing skills for use after law school. It is also valuable to paralegals and legal secretaries.

Careers in law and communication

• public defender
• corporate lawyer
• district attorney
• public interest lawyer
• private practice lawyer
• legal researcher
• mediation and negotiation specialist
• paralegal researcher
• legal secretary
• legal reporter
• legal educator

Communication courses that can enhance a legal career

• rhetorical criticism and theory
• interpersonal communication
• argumentation theory
• group process
• communication and diversity
• communication and conflict
• persuasion
• early American public address
• contemporary public address
• advanced rhetorical studies

The way human services are communicated can affect how people use and evaluate those services. Social workers, counselors, and other similar professionals must be effective communicators.

Careers in social and human services

• public administrator
• social worker
• recreational supervisor
• human rights officer
• community affairs liaison
• park service public relations specialist
• philanthropic representative
• religious leader
• mental counselor

Communication courses that can enhance a social services or human services career

• interpersonal communication
• communication and diversity
• intercultural communication
• organizational communication
• group process
• communication theory
• gender and communication
• communication and conflict