中文
11202 – 广告、市场营销和公共关系方面的专业职业
广告、市场营销和公共关系方面的专业职业分析、制定和实施传播和促销策略和信息计划,分析广告需求并制定适当的广告和营销计划,宣传活动和事件,并代表企业、政府和其他方面维护媒体关系组织,以及表演者、运动员、作家和其他有才华的个人。他们受雇于营销和咨询公司、广告公司、公司、协会、政府、社会机构、博物馆、画廊、公共利益团体以及文化和其他组织,或者他们可能是个体经营者。本单元组包括娱乐、文学和体育经纪人等经纪人。
该小组履行以下部分或全部职责:
- 评估要推广的产品或服务的特性,以确定企业的营销和广告需求
- 就营销、广告或促销机会和策略向客户提供建议
- 为直接和数字营销和广告活动制定战略和相关内容并实施
- 管理活动后分析以衡量和报告营销和广告指标
- 开发和维护社交媒体帐户,包括管理客户评论和推荐
- 制定、实施和评估旨在让客户、员工和公众了解企业、政府和其他组织的举措和政策的公共关系战略和计划
- 进行公众舆论和态度调查,以确定其组织所服务的关键群体的利益和关注点
- 准备或监督报告、简报、参考书目、演讲、演示文稿、网站和新闻稿的准备
- 为宣传、筹款和信息目的开发和组织讲习班、会议、仪式和其他活动和计划
- 安排采访、新闻发布会和其他媒体活动
- 担任组织的发言人并回答书面和口头询问
- 协调针对内部和外部观众的特别宣传活动和促销活动
- 协助准备小册子、报告、通讯和其他材料
- 代表和代理有才能的个人或具有特定职业专长的个人
- 准备或监督体育、文学、表演或其他合同的准备。
- 通常需要商业营销、公共关系、通信、新闻学、博物馆学或与特定主题相关的学科的大学学位或大专文凭。
- 公共关系从业者可能需要获得 APR(公共关系认证)称号。
- 文学代理专门代表特定类型的作者和作家。表演经纪人专门代表歌手、音乐家、演员或其他表演者。体育经纪人专门代表特定的运动员或运动队。
- 通过额外的培训和经验,有可能晋升到公共关系、传播和筹款方面的管理职位。
- 作者和作家(技术除外)(51111)
- 会议和活动策划者 ( 12103)
- 公共关系经理(10022广告、营销和公共关系经理)
- 业务发展官员和市场研究人员和分析师(41402)
English
11202 – Professional occupations in advertising, marketing 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. They are employed by marketing and 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 unit group.
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.
- 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.
- 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.
- Progression to managerial positions in public relations, communications and fundraising is possible with additional training and experience.
- Authors and writers (except technical) (51111)
- Conference and event planners (12103)
- Public relations manager (in 10022 Advertising, marketing and public relations managers)
- Business development officers and market researchers and analysts (41402)