Explore occupational profile
- Version:
- OaSIS 2022 Version 1.0
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Overview
Example job titles
- Advertising consultant
- Communication officer (except emergency services)
- Communications specialist
- Development officer - fundraising
- Digital marketing consultant
- Event marketing specialist
- Fundraising consultant
- Information officer
- Literary agent
- Marketing consultant
- Marketing coordinator
- Media coordinator
- Media relations officer
- Museum educator
- Performers agent
- Press secretary
- Public affairs officer
- Public relations consultant
- Public relations officer
- Publicist
- Publicity 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.
Additional information
- Progression to managerial positions in public relations, communications and fundraising is possible with additional training and experience.
- 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.
Similar occupations classified elsewhere
Exclusions:
NOC hierarchy breakdown
NOC version
NOC 2021 Version 1.0Broad occupational category
1 – Business, finance and administration occupationsTEER
1 – Occupations usually require a university degreeMajor group
11 – Professional occupations in finance and businessSub-major group
112 – Professional occupations in businessMinor group
1120 – Human resources and business service professionalsUnit group
11202 – Professional occupations in advertising, marketing and public relationsOccupational profile
11202.00 – Professional occupations in marketing, advertising and public relationsWork characteristics
This section outlines the key elements of each occupation’s work environment, including the type of work done, its location, and the setting. There are three categories included in this section:
- Work Activities: describes common tasks undertaken by occupations, grouped into physical, mental, people-oriented, or information gathering activities
- Work Context: highlights key descriptors of the occupation’s setting, such as the physical work environment, physical demands, and the types of interactions with others
- Workplaces/employers: lists common industries or types of companies where the occupation is typically found
The most important descriptors are displayed, in descending order based first on complexity (for Work Activities) or other measurement dimensions (for Work Context) and then alphabetically. Expand the list to present the full list of descriptors and their ratings by selecting “see more”.
Work Activities
General types of work-related activities.
Workplaces/employers
- Advertising agencies
- Associations
- Consulting firms
- Corporations
- Cultural organizations
- Galleries
- Governments
- Museums
- Public interest groups
- Self-employed
Work Context
Structural Job Characteristics
Physical Work Environment
Physical Demands
Interpersonal Relations
Skills and abilities
This section outlines the competencies required for an occupation in the categories of:
- Abilities: innate or developed aptitudes that enable a person to be able to perform expected tasks in this occupation, grouped into cognitive, psychomotor, sensory, and physical abilities
- Skills: developed capabilities that an individual must have to be effective in this occupation, grouped into foundational, analytical, technical, resource management, or interpersonal skills
- Personal Attributes: personal characteristics that are innate or developed through social context and personal experiences
Each category displays up to five descriptors, in descending order based first on proficiency level (for Skills and Abilities) or importance (for Personal Attributes) and then alphabetically. Expand the list to present the full list of descriptors and their ratings by selecting “see more”.
Abilities
Innate and developed aptitudes that facilitate the acquisition of knowledge and skills to carry out expected work.
Skills
Developed capabilities that an individual must have to be effective in a job, role, function, task or duty.
Personal Attributes
Personal characteristics that are innate and developed through the social context and personal experiences to which the individual is exposed. These qualities influence the way one is and does things and are considered to be valuable assets for work performance.
Employment requirements
Employment requirements include the education, training, certifications, and knowledge needed for each occupation. The Knowledge category displays up to five descriptors, in descending order based first on the knowledge level and then alphabetically. Expand the list to present the full list of descriptors and their ratings by selecting “see more”.
Education, certification and licensing
- 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.
Skills for Success
The Skills for Success (SFS) is a model that outlines the fundamental and transferable skills needed to learn, work, and fully participate in daily life. It includes skills descriptions and proficiency levels for nine key skills: adaptability, collaboration, communication, creativity and innovation, digital, numeracy, problem solving, reading and writing.
This section is intended to help users navigate between the SFS model and the occupational competency requirements in the OaSIS.
For each occupational profile, the nine SFS are aligned with corresponding competencies in the OaSIS. The OaSIS provides valuable insights into the level of proficiency or importance required for over 240 competencies across 900 occupations.
To find out how the OaSIS ratings were developed, please consult the methodology here: Occupational and Skills Information System (OaSIS) methodology - Canada.ca
For questions or comments, feel free to contact us.
Interests
The OaSIS uses the Holland Codes to describe work-related interests. According to the Holland model, people perform best in work environments that match their preferences, meaning individuals and occupations can be matched for an optimal fit. In this model, occupational environments are categorized based on a combination of primary interests and related activities. There are six interests in the Holland typology: Realistic, Investigative, Artistic, Social, Enterprising, and Conventional. Each occupation in the OaSIS is assigned up to three of these interest types.
Interests
Preferences for work environments and outcomes.
Interests profile: EIA
Enterprising (E)
Enterprising occupations are characterized by the dominance of activities that entail the interaction with others to attain organizational or self-interest goals. They frequently involve starting up and carrying out projects, influencing, leading or mobilizing people and making decisions, and sometimes require risk taking and dealing with business. They foster enterprising competencies and achievements. Workers in those occupations are audacious, popular, self-confident, sociable, and possess leadership and speaking abilities. They see the world in terms of power, status, responsibility, and in stereotyped, dependent, and simple terms. They are rewarded in their work environment for the display of enterprising values and goals: money, power and status.
Investigative (I)
Investigative occupations are characterized by the dominance of activities that entail the observation and symbolic, systematic, and creative investigation of physical, biological, or cultural phenomena. These occupations require an extensive amount of thinking and frequently involve working with ideas, searching for facts, and figuring out problems mentally. They encourage scientific competencies and achievements. Workers in those occupations are erudite, have mathematical and scientific abilities, and see the world in complex, abstract, independent, and original terms. They are rewarded in their work environment for the display of scientific values.
Artistic (A)
Artistic occupations are characterized by the dominance of free activities to create art products. These occupations frequently involve working with forms, designs, and patterns and often require self-expression and the accomplishment of work without following a clear set of rules. They foster artistic competencies and achievements. Workers in those occupations are expressive, original, intuitive, nonconforming, and independent. They have artistic abilities (acting, writing, speaking) and see the world in complex, independent, unconventional, and flexible terms. They are rewarded in their work environment for the display of artistic values.
This page includes information from the O*NET 27.2 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET® is a trademark of USDOL/ETA. Employment and Social Development Canada has modified all or some of this information. USDOL/ETA has not approved, endorsed, or tested these modifications.