11202 – Professional occupations in advertising, marketing and public relations



11202 – Professional occupations in advertising, marketing and public relations
Professional occupations in advertising, marketing and public relations analyse, develop and implement communication and promotion strategies and information programs, analyse advertising needs and develop appropriate advertising and marketing plans, publicize activities and events, and maintain media relations on behalf of businesses, governments and other organizations, and for performers, athletes, writers and other talented individuals. They are employed by marketing and consulting firms, advertising agencies, corporations, associations, government, social agencies, museums, galleries, public interest groups, and cultural and other organizations, or they may be self-employed. Agents such as entertainment, literary and sports agents are included in this unit group.


Index of titles
Actor agent
Advertising account executive
Advertising account manager
Advertising and promotions coordinator
Advertising and promotions specialist
Advertising campaign organizer
Advertising consultant
Advertising specialist
Affiliated stations relations administrator
Art educator - museum
Artist agent
Artistic agent
Assistant brand manager - advertising
Assistant press secretary
Athlete agent
Athletes manager
Author's agent
Book publicist
Boxing promoter
Career agent
Casting agent
Casting agent for extras
Communication officer (except emergency services)
Communications adviser
Communications consultant
Communications expert
Communications specialist
Community information officer
Development officer - fundraising
Digital advertising specialist
Digital marketing consultant
Digital marketing coordinator
Digital marketing project manager
Digital marketing specialist
Entertainment agent
Event marketing specialist
Financing officer - fundraising
Fundraising campaign consultant
Fundraising campaign organizer
Fundraising consultant
Fundraising organizer
Information consultant
Information coordinator
Information officer
Information service coordinator
Literary agent
Marketing consultant
Marketing coordinator
Marketing project manager
Marketing specialist
Media coordinator
Media events coordinator
Media relations coordinator
Media relations officer
Museum education officer
Museum educator
Musicians agent
Performers agent
Press agent
Press secretary
Product manager - marketing
Promotion strategies consultant
Public affairs officer
Public affairs officer - Canadian armed forces
Public relations agent
Public relations consultant
Public relations coordinator
Public relations officer
Public relations practitioner
Public relations press agent
Public relations press secretary
Public relations representative
Public relations specialist
Publicity agent
Publicity coordinator
Publicity information officer
Recreation association information officer
Sales and promotions coordinator
Singers agent
Social media coordinator
Social media specialist
Sports agent
Stations-relations administrator
Student recruiter - post-secondary education
Talent agent
Talent representative
Theatrical agent
Theatrical business agent


Main duties
This group performs some or all of the following duties:
Assess characteristics of products or services to be promoted to determine marketing and advertising needs of an establishment
Advise clients on marketing, advertising or sales promotion opportunities and strategies
Develop strategies and related content for direct and digital marketing and advertising campaigns and implement them
Manage post campaign analysis to measure and report on marketing and advertising metrics
Develop and maintain social media accounts, including managing customer reviews and testimonials
Develop, implement and evaluate public relations strategies and programs designed to inform clients, employees and the general public of initiatives and policies of businesses, governments and other organizations
Conduct public opinion and attitude surveys to identify the interests and concerns of key groups served by their organization
Prepare or oversee preparation of reports, briefs, bibliographies, speeches, presentations, Web sites and press releases
Develop and organize workshops, meetings, ceremonies and other events and programs for publicity, fundraising and information purposes
Arrange interviews, news conferences and other media events
Act as spokesperson for an organization and answer written and oral inquiries
Coordinate special publicity events and promotions for internal and external audiences
Assist in the preparation of brochures, reports, newsletters and other material
Represent and act as an agent for talented individuals or individuals with specific occupational expertise
Prepare or oversee preparation of sports, literary, performance or other contracts.


Employment requirements
A university degree or college diploma in business marketing, public relations, communications, journalism, museology or a discipline related to a particular subject matter is usually required.
Practitioners in public relations may require an APR (Accredited in Public Relations) designation.


Additional information
Literary agents specialize in representing specific types of authors and writers. Performance agents specialize in representing singers, musicians, actors or other performers. Sports agents specialize in representing specific athletes or sports teams.
Progression to managerial positions in public relations, communications and fundraising is possible with additional training and experience.


Authors and writers (except technical) (51111)
Conference and event planners (12103)
Public relations manager (in 10022 Advertising, marketing and public relations managers)
Business development officers and market researchers and analysts (41402)