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OaSIS 2025 Version 1.0
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11202.00 – Professional occupations in marketing, advertising 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.

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

Core competencies

  • Persuading to convince clients, stakeholders and the public of the value of proposed campaigns, strategies or events
  • Social Perceptiveness to understand and respond to the needs, preferences and behaviours of different audiences, tailoring communication strategies and marketing efforts to targeted groups
  • Fluency of Ideas to generate innovative communication strategies and promotional campaigns
  • Verbal Ability and Speech Clarity to communicate ideas, present plans and engage with clients, media and the public
  • Attention to Detail to ensure all aspects of advertising and marketing materials are accurate, polished and aligned with brand standards
  • Knowledge in Communications and Media to understand how to craft effective messages, choose the right channels for dissemination and manage media relations

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:

  • Authors and writers (except technical) (51111)
  • Business development officers and market researchers and analysts (41402)
  • Conference and event planners (12103)
  • Public relation managers (10022.03)

NOC hierarchy breakdown

NOC version

NOC 2021 Version 1.0

Broad occupational category

1 – Business, finance and administration occupations

TEER

1 – Occupations usually require a university degree

Major group

11 – Professional occupations in finance and business

Sub-major group

112 – Professional occupations in business

Minor group

1120 – Human resources and business service professionals

Unit group

11202 – Professional occupations in advertising, marketing and public relations

Occupational profile

11202.00 – Professional occupations in marketing, advertising and public relations

O*NET in-it

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.