View occupational profile

Search the OaSIS

Professional occupations in marketing, advertising and public relations

OaSIS code 11202.00

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

Also known as

  • 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:

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

Work characteristics

Work characteristics gathers the various components describing the work environment of each occupation, such as employers, work activities, and the work context. Each category displays up to 10 descriptors in descending order based, firstly, on their attributed ratings by the level of complexity (for Work Activities) or other measurement dimensions (for Work Context), and secondly, in alphabetical order. The whole list of descriptors and their ratings can be expanded at the bottom of each page.

Work Activities

Proficiency or complexity level
Communicating with Coworkers
5 - Highest Level
Communicating with Persons Outside Organization
5 - Highest Level
Establishing and Maintaining Interpersonal Relationships
5 - Highest Level
Planning and Organizing
5 - Highest Level
Providing Consultation and Advice
5 - Highest Level

Work Context

Structural Job Characteristics

Structured versus Unstructured Work
Degree of freedom to determine tasks and priorities
3 - Moderate amount of freedom
Work Week Duration
Worked hours in a typical week
3 - More than 40 hours

Physical Work Environment

Physical Proximity
Physical distance from others
3 - Somewhat close (e.g. share office)

Physical Demands

Sitting
Duration
4 - More than half the time
Standing
Duration
1 - Very little time
Bending or Twisting the Body
Duration
1 - Very little time

Interpersonal Relations

Contact with Others
Frequency
5 - Every day, almost continuously
Duration
4 - More than half the time
Work with Work Group or Team
Importance
4 - Highly important
Frequency
4 - Every day, a few times per day

Workplaces/employers

  • Advertising agencies
  • Associations
  • Consulting firms
  • Corporations
  • Cultural organizations
  • Galleries
  • Governments
  • Museums
  • Public interest groups
  • Self-employed

Skills and abilities

This section displays the various competencies required for an occupation. Each category displays up to 10 descriptors in descending order based, firstly, on their attributed ratings by the level of proficiency (for Skills and Abilities) or importance (for Personal Attributes) and secondly, in alphabetical order. The whole list of descriptors and their ratings can be expanded at the bottom of each page.

Abilities

Proficiency or complexity level
Fluency of Ideas
4 - High Level
Speech Clarity
4 - High Level
Speech Recognition
4 - High Level
Verbal Ability
4 - High Level
Written Comprehension
4 - High Level

Skills

Proficiency or complexity level
Coordinating
4 - High Level
Decision Making
4 - High Level
Negotiating
4 - High Level
Oral Communication: Oral Comprehension
4 - High Level
Oral Communication: Oral Expression
4 - High Level

Personal Attributes

Importance
Attention to Detail
5 - Extremely important
Adaptability
4 - Highly important
Analytical Thinking
4 - Highly important
Collaboration
4 - Highly important
Concern for Others
4 - Highly important