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Arts, Entertainment, Communications, Marketing, and Media

Marketing, Advertising, and Public Relations

The purpose of the marketing, advertising, and public relations industry is to communicate a company or organization’s offerings or initiatives to consumers, clients, and the general public. These professionals are hired to lead efforts such as cultivating brand identities, boosting the awareness and sales of products and services, persuading consumers to embrace a new brand or products brands, maintaining a client’s public reputation, and advancing a particular policy position. They work creatively to aim targeted messaging at specific audiences, such as the public, investors, stakeholders, or employees via paid, earned, and owned media. 

Market research, while related, focuses more on the understanding of market needs and trends. Those looking to work in market research are individuals who enjoy focusing on utilizing skills in statistics and data analysis in order to support company business development initiatives and guide decision-making processes. Individuals interested in using analytics to translate demographic data, consumer behavior, and digital media usage into audience profiles could find opportunities in marketing, public relations, and advertising as analytics and brand strategists.

Types of careers include:

  • Public relations and media relations management
  • Marketing campaign management
  • Market research analysis
  • Brand strategy and management
  • Digital and social media strategy
  • Account and project management
  • Creative direction of advertising and marketing materials
  • Media planning and buying
  • Online and social promotions

Marketing and public relations professionals may work in-house at a company, a consulting firm, or marketing firm. They could also work for nonprofit organizations, hospitals, colleges, or government organizations, or political campaigns. After working in the field for several years, professionals may be hired as independent consultants. 

Networking is critical within the field of marketing, advertising, and public relations. Students should start developing their network early in their college career and begin talking with alumni and professional in their area of interest.

Successful candidates have:

  • Understanding of principles of advertising/marketing/media
  • Knowledge of marketing and communications industry trends
  • Ability to analyze corporate or customer requirements to develop, design, and deliver communication strategies and/or tactics
  • Self-motivation and skills for creating brand awareness
  • Excellent oral and written communication skills
  • Extensive computer proficiency in Word, Excel, and PowerPoint
  • Software skills specific to area of interest
  • Analytical skills and ability to compile data/reports
  • Strong client-oriented relationship management skills; strong sense of customer service
  • Organizational and project planning skills; detail-oriented
  • Ability to use a variety of communication methods (paid, earned, and owned media) to create integrated communications plans
  • Ability to meet deadlines, manage budgets, and research new business prospects
  • Flexibility to work extra hours, including evenings, to attend public affair events

Hiring cycle:

  • Internship Cycle - Occurs later than many other industries with heaviest being throughout the spring semester (many firms hire interns by April for summer start dates)
  • Job Cycle - Occurs later than many other industries with heaviest being throughout the spring semester


*If it is your first time accessing Vault, create an account with your University of Rochester email on the login page, then click the link again to access these specific resources.


In addition to the links below, you can find entry-level positions and internships on sites like Indeed, The Muse, and Handshake.

Related Student Organizations

Marketing, Advertising and PR are roles that exist in any student organization. Please see the Campus Community Connection for a full, current list of student organizations and ask about opportunities to contribute to their communications efforts.