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Become A Digital Media Planner

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Working As A Digital Media Planner

  • Getting Information
  • Communicating with Persons Outside Organization
  • Communicating with Supervisors, Peers, or Subordinates
  • Interacting With Computers
  • Thinking Creatively
  • Mostly Sitting

  • Stressful

  • $56,770

    Average Salary

What Does A Digital Media Planner Do

Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals. 

Duties

Public relations specialists typically do the following:

  • Write press releases and prepare information for the media
  • Respond to information requests from the media
  • Help clients communicate effectively with the public
  • Help maintain their organization's corporate image and identity
  • Draft speeches and arrange interviews for an organization’s top executives
  • Evaluate advertising and promotion programs to determine whether they are compatible with their organization’s public relations efforts
  • Evaluate public opinion of clients through social media

Public relations specialists, also called communications specialists and media specialists, handle an organization’s communication with the public, including consumers, investors, reporters, and other media specialists. In government, public relations specialists may be called press secretaries. In this setting, workers keep the public informed about the activities of government officials and agencies.

Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does concerning that issue.

Press releases are increasingly being sent through the Internet and social media, in addition to publication through traditional media outlets. Public relations specialists are often in charge of monitoring and responding to social media questions and concerns.

Public relations specialists are different from advertisers in that they get their stories covered by media instead of purchasing ad space in publications and on television.

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How To Become A Digital Media Planner

Public relations specialists typically need a bachelor’s degree. Employers prefer candidates who have studied public relations, journalism, communications, English, or business.

Education

Public relations specialists typically need a bachelor’s degree in public relations, journalism, communications, English, or business. Through such programs, students produce a portfolio of work that demonstrates their ability to prospective employers.

Training

Entry-level workers typically begin by maintaining files of material about an organization’s activities, skimming and retaining relevant media articles, and assembling information for speeches and pamphlets. After gaining experience, public relations specialists begin to write news releases, speeches, articles for publication, or carry out public relations programs.

Other Experience

Internships at public relations firms or in the public relations departments of other businesses can be helpful in getting a job as a public relations specialist.

Some employers prefer candidates that have experience communicating with others through a school newspaper or a leadership position in school or in their community.

Important Qualities

Interpersonal skills. Public relations specialists deal with the public and the media regularly; therefore, they must be open and friendly to maintain a favorable image for their organization.

Organizational skills. Public relations specialists are often in charge of managing several events at the same time, requiring superior organizational skills.

Problem-solving skills. Public relations specialists sometimes must explain how a company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.

Speaking skills. Public relations specialists regularly speak on behalf of their organization. When doing so, they must be able to clearly explain the organization’s position.

Writing skills. Public relations specialists must be able to write well-organized and clear press releases and speeches. They must be able to grasp the key messages they want to get across and write them in a short, succinct way to get the attention of busy readers or listeners.

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Digital Media Planner jobs

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Digital Media Planner Demographics

Gender

Female

61.0%

Male

33.6%

Unknown

5.4%
Ethnicity

White

72.9%

Asian

15.9%

Hispanic or Latino

9.4%

Unknown

1.2%

Black or African American

0.6%
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Languages Spoken

Spanish

17.4%

French

13.0%

Chinese

8.7%

Russian

8.7%

Swahili

4.3%

Vietnamese

4.3%

German

4.3%

Japanese

4.3%

Mandarin

4.3%

Hindi

4.3%

Tagalog

4.3%

Arabic

4.3%

Korean

4.3%

Italian

4.3%

Sinhala

4.3%

Hokkien

4.3%
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Digital Media Planner Education

Schools

University of Southern California

9.4%

New York University

7.5%

Pennsylvania State University

7.5%

Syracuse University

5.7%

University of Connecticut

5.7%

Boston University

5.7%

Fordham University

5.7%

Northeastern University

5.7%

University of Texas at Austin

5.7%

Louisiana State University and A&M College

3.8%

Western Illinois University

3.8%

University of San Francisco

3.8%

Manhattanville College

3.8%

University of Michigan - Ann Arbor

3.8%

University of California - San Diego

3.8%

California State University - Fullerton

3.8%

Clark Atlanta University

3.8%

Texas State University

3.8%

Franklin and Marshall College

3.8%

Fashion Institute of Technology

3.8%
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Majors

Marketing

22.6%

Communication

19.9%

Business

16.1%

Advertising

12.9%

Public Relations

3.8%

Psychology

3.2%

Finance

2.7%

Graphic Design

2.2%

Sociology

2.2%

Management

1.6%

Political Science

1.6%

Journalism

1.6%

English

1.6%

Project Management

1.6%

International Business

1.1%

Business Economics

1.1%

Economics

1.1%

General Sales

1.1%

Kinesiology

1.1%

Computer Networking

1.1%
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Degrees

Bachelors

67.5%

Masters

22.2%

Other

7.5%

Certificate

1.9%

Associate

0.5%

Doctorate

0.5%
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Real Digital Media Planner Salaries

Job Title Company Location Start Date Salary
Digital Planner Dentsu McGarry Bowen, LLC New York, NY May 21, 2015 $135,000
Senior Digital Media Planner Ignited, LLC New York, NY Jun 10, 2013 $68,000
Senior Digital Media Planner Ignited, LLC New York, NY Jun 24, 2013 $68,000
Digital Media Planner Acxiom Corporation Foster City, CA Mar 28, 2011 $65,000
Digital Media Planner Acxiom Corporation Foster City, CA Apr 11, 2011 $65,000
Senior Digital Media Planner Mullen Communications, Inc. Boston, MA Jun 22, 2015 $60,000
Senior Digital/Mobile Media Planner Fearless Group USA Inc. New York, NY Aug 12, 2015 $55,000
Digital Media Planner Maxus Communications LLC New York, NY Aug 18, 2014 $55,000
Digital Media Planner Universal McCann Worldwide, Inc. New York, NY Aug 16, 2010 $49,800 -
$59,800

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Top Skills for A Digital Media Planner

OnlineInsertionOrdersCampaignPerformanceRFPROIKPIDirectResponseDay-To-DayFacebookADSDigitalCampaignsPovsTwitterComscoreDigitalPlanningSearchEngineSEMCampaignResultsAdvertiserProposalsDoubleclickCampaignManagement

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Top Digital Media Planner Skills

  1. Online
  2. Insertion Orders
  3. Campaign Performance
You can check out examples of real life uses of top skills on resumes here:
  • Lead online media business for largest client, resulting in 4 contract renewals and 180% budget growth in 2 years.
  • Submitted and managed insertion orders.
  • Support team in deck building; consists of media research, plan recommendations and campaign performance.
  • Worked closely with Marketing and Ad Ops in creating proposals when Advertiser RFP's came in.
  • Managed the domestic and international marketing media budget - evaluated opportunities for acceptable ROI and ensured budgetary constraints were met.

Top Digital Media Planner Employers

Digital Media Planner Videos

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