Advertising, Marketing, and Public Relations Professionals

(NOC 1123)

in All Business, Finance, and Administration

This group includes specialists in advertising, marketing and public relations who analyze, develop and implement communication and promotion strategies and information programs, analyze 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 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 group.

Job Outlook

Good

Read more

  • Estimate Moderate growth employment change, 2017-2019
  • Estimate 225 openings due to growth and retirements, 2017-2019
  • Estimate Low rate of unemployment in 2016

Compared to: All Business, Finance, and Administration

  • Estimate Moderate growth employment change, 2017-2019
  • Estimate 6600 openings due to growth and retirements, 2017-2019
  • Estimate Low rate of unemployment in 2016

The employment outlook over the next few years for this occupational group is “good”, which indicates the chances of a qualified individual finding work is better than average when compared to other occupations in Nova Scotia. This is a fairly large occupation in Nova Scotia so job opportunities occur fairly regularly. The number employed in this occupation is expected to grow moderately over the next few years, which will likely provide some additional opportunities for employment. With a large percent of workers being 55 years of age and older, retirements are expected to be a key contributor to employment opportunities over the coming years. Advertising, Marketing, and Public Relations Professionals most commonly work full-time hours. Furthermore, the jobs are typically permanent positions.

The median employment income for 57% of Advertising, Marketing, and Public Relations Professionals who worked full-time, year-round in 2015 was $51,974. Across all occupations in Nova Scotia, 59% of those who worked full-time year round had a median employment income of $43,600.
(Source: 2016 Census)

Hourly Pay

$14.29

Minimum

$25.64

Median

$43.27

Maximum

Annual Pay

$5,148

Minimum

$36,755

Median

$84,099

Maximum

Compared to: All Business, Finance, and Administration

Hourly Pay

$13.00

Minimum

$21.03

Median

$35.90

Maximum

Annual Pay

$6,754

Minimum

$36,515

Median

$70,271

Maximum

About the job

Nature of work

This group includes specialists in advertising, marketing and public relations who analyze, develop and implement communication and promotion strategies and information programs, analyze 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 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 group.

Job duties

Specialists in advertising, marketing and public relations perform some or all of the following duties:

  • Assess characteristics of products or services to be promoted and advise on the advertising needs of an establishment.
  • Advise clients on advertising or sales promotion strategies.
  • Develop and implement advertising campaigns appropriate for print or electronic media.
  • Gather, research and prepare communications material for internal and external audiences.
  • Develop, implement and evaluate communications 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 for publicity, fundraising and information purposes.
  • Prepare and deliver educational and publicity programs and informational materials to increase awareness of museums, galleries and other tourist attractions.
  • Initiate and maintain contact with the media.
  • Arrange interviews and news conferences.
  • 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. // 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.

Sample job titles

  • advertising account executive
  • assistant brand manager
  • communications specialist
  • event marketing specialist
  • fundraiser
  • information officer
  • public relations consultant
  • publicist
  • talent agent

Skills

To work in this field, you need good interpersonal skills and effective oral and written communication skills. You should be organized and capable of analytical and logical thought. Negotiating skills and research skills are also important.

Job 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.

Other considerations

Many companies are now contracting with outside firms to provide various professional services. Therefore, the number of people in these jobs who work on a contract basis is likely to increase in the future. Progression to managerial positions in public relations, communications and fundraising is possible with additional training and experience.

By the numbers

Quick look

1,400

employed in 2016

83.9%

employed full-time

8.2%

self employed

71.4%
Icons/female Created with Sketch.
28.6%
Icons/male Created with Sketch.
36.1

median age

Compared to: All Business, Finance, and Administration

63,775

employed in 2016

81.3%

employed full-time

6.6%

self employed

73.4%
Icons/female Created with Sketch.
26.6%
Icons/male Created with Sketch.
47.9

median age

Where will I likely work?

73.1%

Halifax

8.7%

Northern

7.3%

Annapolis Valley

5.9%

Southern

4.8%

Cape Breton

Compared to: All NS Occupations

47.0%

Halifax

15.6%

Northern

12.9%

Annapolis Valley

12.7%

Cape Breton

11.8%

Southern

Top Industries of Employment

17.0%

Other Professional Services

14.9%

Information, Culture & Recreation

14.2%

Other Services

12.1%

Public Administration

11.0%

Educational Services

What is the age of Employment?

29.2%

25-34

20.8%

35-44

17.5%

45-54

11.7%

15-24

10.0%

55-64

9.2%

65+

Compared to: All Business, Finance, and Administration

36.5%

45-54

28.0%

55-64

18.6%

35-44

10.7%

65+

6.0%

25-34

Top levels of education

52.6%

Bachelor's degree

$56,393 median annual income
13.8%

High school

$60,328 median annual income
13.8%

College certificate or diploma

$52,800 median annual income
10.3%

Doctorate

N/A
2.9%

University certificate or diploma

$20,459 median annual income

Compared to: All Business, Finance, and Administration

34.4%

College certificate or diploma

$33,837 median annual income
23.7%

High school

$30,074 median annual income
22.9%

Bachelor's degree

$39,473 median annual income
5.8%

Trades certificate

$32,871 median annual income
4.7%

Less than high school

$23,775 median annual income

Education & training

Business administration and management - General

This program may be offered at the college, trades, or university level.

This instructional program class comprises any program that generally prepares individuals to plan, organize, direct, and control the functions and processes of a firm or organization. These programs include courses in management theory, human resources management and behaviour, accounting and other quantitative methods, purchasing and logistics, organization and production, marketing, and business decision-making.

Institutions providing this program

Maritime Business College - Dartmouth

45 Ochterloney Street, Suite 100

Dartmouth, NS B2Y 2N6

(902) 463-6700

Eastern College - Halifax

6940 Mumford Road, Suite 111

Halifax, NS B3L 0B7

(902) 423-3933

Success College

800 Sackville Drive

Lower Sackville, NS B4E 1R8

(902) 865-8283

Academy of Learning - Halifax

6960 Mumford Road, Suite 155-1st Floor Mumford Professional Centre

Halifax, NS B3L 4P1

(902) 455-3395

Acadia University

15 University Avenue

Wolfville, NS B4P 2R6

(902) 542-2201

Dalhousie University

Office of the Registrar

Halifax, NS B3H 4R2

(902) 494-2450

Mount Saint Vincent University

166 Bedford Highway

Halifax, NS B3M 2J6

(902) 457-6117

Universite Sainte-Anne

Siège Social: 1695, Route 1

Pointe-de-l'Église, NS B0W 1M0

(902) 769-2114

St. Francis Xavier University

PO Box 5000

Antigonish, NS B2G 2W5

(902) 867-2219

Saint Mary's University

923 Robie Street

Halifax, NS B3H 3C3

(902) 420-5400

Cape Breton University

PO Box 5300 1250 Grand Lake Road

Sydney, NS B1P 6L2

(888) 959-9995

Nova Scotia Community College - Cumberland Campus

PO Box 550, 1 Main Street

Springhill, NS B0M 1X0

(902) 597-3737

Nova Scotia Community College - Burridge Campus

372 Pleasant Street

Yarmouth, NS B5A 2L2

(902) 742-3501

Nova Scotia Community College - Kingstec Campus

236 Belcher Street

Kentville, NS B4N 0A6

(902) 678-7341

Nova Scotia Community College - Lunenburg Campus

75 High Street

Bridgewater, NS B4V 1V8

(902) 543-4608

Nova Scotia Community College - Pictou Campus & School of Fisheries

PO Box 820, 39 Acadia Avenue

Stellarton, NS B0K 1S0

(902) 752-2002

Nova Scotia Community College - Strait Area Campus & Nautical Institute

226 Reeves Street

Port Hawkesbury, NS B9A 2A2

(902) 625-2380

Nova Scotia Community College - Marconi Campus

PO Box 1042, 1240 Grand Lake Road

Sydney, NS B1P 6J7

(902) 563-2450

Nova Scotia Community College - Truro Campus

36 Arthur Street

Truro, NS B2N 1X5

(902) 893-5385

Nova Scotia Community College - Waterfront Campus & Aviation Institute

80 Mawiomi Place

Dartmouth, NS B2Y 0A5

(902) 491-1100

Nova Scotia Community College - Online Learning

Unit 37, 115 Chain Lake Drive

Halifax, NS B3S 1B3

(877) 491-6774

Business administration, management and operations - Other

This program may be offered at the college, trades, or university level.

This instructional program class comprises any program not listed above that relates to Business Administration, Management and Operations.

Institutions providing this program

Dalhousie University

Office of the Registrar

Halifax, NS B3H 4R2

(902) 494-2450

Communication, general

This program is typically offered at the college or university level.

This instructional program class comprises any program that focuses on the comprehensive study of communication, and that spans the study of mass communication/media studies, old and new media technologies, social and political applications, and speech communication and rhetoric. These programs include courses in interpersonal, group, organizational, and intercultural communication; theories of communication; critical thinking, argumentation, and persuasion; written communication; printed, electronic, and digital media; rhetorical tradition and criticism; media, society, and culture; consequences and effects of mass media; media social science and criticism; and quantitative and qualitative methods of inquiry.

Institutions providing this program

Mount Saint Vincent University

166 Bedford Highway

Halifax, NS B3M 2J6

(902) 457-6117

Cape Breton University

PO Box 5300 1250 Grand Lake Road

Sydney, NS B1P 6L2

(888) 959-9995

International and intercultural communication

This program is typically offered at the college or university level.

This instructional program class comprises any program that focuses on the specialized knowledge and skills needed for effective communication in the international community and among people of different cultures; and that prepares individuals to function at the national and international levels as journalists, public relations specialists, travel industry representatives, intercultural trainers, and/or foreign service officers. These programs include courses in journalism, communications, intercultural and international relations, marketing and public relations, and global communications policy.

Institutions providing this program

Dalhousie University

Office of the Registrar

Halifax, NS B3H 4R2

(902) 494-2450

Journalism - General

This program is typically offered at the college or university level.

This instructional program class comprises any program that focuses on the theory and practice of gathering, processing, and delivering news and that prepares individuals to be professional print journalists, news editors, and news managers. These programs include courses in news writing and editing; reporting; photojournalism; layout and graphic design; journalism law and policy; professional standards and ethics; research methods; and journalism history and criticism.

Institutions providing this program

Dalhousie University

Office of the Registrar

Halifax, NS B3H 4R2

(902) 494-2450

University of King's College

6350 Coburg Road

Halifax, NS B3H 2A1

(902) 422-1271

Marketing/marketing management - General

This program is typically offered at the college or university level.

This instructional program class comprises any program that generally prepares individuals to undertake and manage the process of developing consumer audiences and moving products from producers to consumers. These programs include courses in buyer behaviour and dynamics, principles of marketing research, demand analysis, cost-volume and profit relationships, pricing theory, marketing campaign and strategic planning, market segments, advertising methods, sales operations and management, consumer relations, retailing, and applications to specific products and markets.

Institutions providing this program

Acadia University

15 University Avenue

Wolfville, NS B4P 2R6

(902) 542-2201

Dalhousie University

Office of the Registrar

Halifax, NS B3H 4R2

(902) 494-2450

Mount Saint Vincent University

166 Bedford Highway

Halifax, NS B3M 2J6

(902) 457-6117

St. Francis Xavier University

PO Box 5000

Antigonish, NS B2G 2W5

(902) 867-2219

Saint Mary's University

923 Robie Street

Halifax, NS B3H 3C3

(902) 420-5400

Cape Breton University

PO Box 5300 1250 Grand Lake Road

Sydney, NS B1P 6L2

(888) 959-9995

Nova Scotia Community College - Cumberland Campus

PO Box 550, 1 Main Street

Springhill, NS B0M 1X0

(902) 597-3737

Nova Scotia Community College - Kingstec Campus

236 Belcher Street

Kentville, NS B4N 0A6

(902) 678-7341

Nova Scotia Community College - Lunenburg Campus

75 High Street

Bridgewater, NS B4V 1V8

(902) 543-4608

Nova Scotia Community College - Pictou Campus & School of Fisheries

PO Box 820, 39 Acadia Avenue

Stellarton, NS B0K 1S0

(902) 752-2002

Nova Scotia Community College - Marconi Campus

PO Box 1042, 1240 Grand Lake Road

Sydney, NS B1P 6J7

(902) 563-2450

Nova Scotia Community College - Waterfront Campus & Aviation Institute

80 Mawiomi Place

Dartmouth, NS B2Y 0A5

(902) 491-1100

Public relations/image management

This program is typically offered at the college or university level.

This instructional program class comprises any program that focuses on the theories and methods for managing the media image of a business, organization, or individual and the communication process with stakeholders, constituencies, audiences, and the general public; and that prepares individuals to function as public relations assistants, technicians, and managers. These programs include courses in public relations theory; related principles of advertising, marketing, and journalism; message/image design; image management; special event management; media relations; community relations; public affairs; and internal communications.

Institutions providing this program

Mount Saint Vincent University

166 Bedford Highway

Halifax, NS B3M 2J6

(902) 457-6117

Nova Scotia Community College - Waterfront Campus & Aviation Institute

80 Mawiomi Place

Dartmouth, NS B2Y 0A5

(902) 491-1100

Technical and scientific communication

This program is typically offered at the college or university level.

This instructional program class comprises any program that focuses on the communication of technical and scientific knowledge to a variety of audiences through print, video, and digital media; and that prepares individuals to function as technical writers and editors, documentation developers, web designers, and usability specialists. These programs include courses in scientific and technical writing and editing, graphic and information design, web design, audience analysis, document usability and field testing, publications management, and applications to specific technical fields.

Institutions providing this program

Dalhousie University

Office of the Registrar

Halifax, NS B3H 4R2

(902) 494-2450

Mount Saint Vincent University

166 Bedford Highway

Halifax, NS B3M 2J6

(902) 457-6117

Tourism and travel services marketing operations

This program is typically offered at the trades/college level.

This instructional program class comprises any program that prepares individuals to provide direct retail services to hotel and motel clients and customers in a variety of settings. These programs include courses in the principles of hotel/motel operations, customer sales and assistance operations and techniques, telephone operations, and basic office management.

Institutions providing this program

Cape Breton University

PO Box 5300 1250 Grand Lake Road

Sydney, NS B1P 6L2

(888) 959-9995

Employment requirements & contacts

No regulating bodies were found under this occupation profile

Contacts

International Association of Business Communicators - Maritimes
,
Association of Canadian Advertisers
95 St. Clair Avenue West, Suite 1103
Toronto, ON M4V 1N6
Tel: (416) 964-3805
Fax: (416) 964-0771
Canadian Public Relations Society
Suite 346, 4195 Dundas Street West
Toronto, ON M8X 1Y4
Tel: (416) 239-7034
Fax: (416) 239-1076

Additional resources

There are no additional resources for this occupation.

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