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Job outlook for directors of marketing and public relations in the United States
Director of marketing and public relations job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected director of marketing and public relations job growth rate is 8% from 2018-2028.
About 6,300 new jobs for directors of marketing and public relations are projected over the next decade.
Director of marketing and public relations salaries have increased 14% for directors of marketing and public relations in the last 5 years.
There are over 36,455 directors of marketing and public relations currently employed in the United States.
There are 94,651 active director of marketing and public relations job openings in the US.
The average director of marketing and public relations salary is $86,626.
Are director of marketing and public relations jobs in demand?
Director of marketing and public relations job and salary trends over time
Director of marketing and public relations jobs over time
Director of marketing and public relations job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 36,455 | 0.01% |
| 2020 | 35,429 | 0.01% |
| 2019 | 34,575 | 0.01% |
| 2018 | 31,566 | 0.01% |
| 2017 | 28,932 | 0.01% |
Average director of marketing and public relations salary over time
Director of marketing and public relations salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $86,626 | $41.65 | +4.1% |
| 2024 | $83,235 | $40.02 | +2.1% |
| 2023 | $81,542 | $39.20 | +3.2% |
| 2022 | $79,042 | $38.00 | +3.7% |
| 2021 | $76,229 | $36.65 | +3.1% |
Director of marketing and public relations jobs by state
Most common states for directors of marketing and public relations
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 323 | 47% |
| 2 | Iowa | 3,145,711 | 779 | 25% |
| 3 | Arkansas | 3,004,279 | 740 | 25% |
| 4 | New Hampshire | 1,342,795 | 257 | 19% |
| 5 | Wyoming | 579,315 | 102 | 18% |
| 6 | Minnesota | 5,576,606 | 930 | 17% |
| 7 | Oklahoma | 3,930,864 | 674 | 17% |
| 8 | Alabama | 4,874,747 | 796 | 16% |
| 9 | Mississippi | 2,984,100 | 472 | 16% |
| 10 | South Dakota | 869,666 | 136 | 16% |
| 11 | Louisiana | 4,684,333 | 716 | 15% |
| 12 | Maine | 1,335,907 | 198 | 15% |
| 13 | North Dakota | 755,393 | 113 | 15% |
| 14 | Virginia | 8,470,020 | 1,224 | 14% |
| 15 | Colorado | 5,607,154 | 800 | 14% |
| 16 | Connecticut | 3,588,184 | 508 | 14% |
| 17 | Alaska | 739,795 | 106 | 14% |
| 18 | Georgia | 10,429,379 | 1,320 | 13% |
| 19 | North Carolina | 10,273,419 | 1,318 | 13% |
| 20 | Nebraska | 1,920,076 | 256 | 13% |
Most common cities for directors of marketing and public relations
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Jeffersonville | 1 | 2% | $73,362 |
Director Of Marketing And Public Relations job outlook: Expert opinions
Our panel of director of marketing and public relations experts
Elon University
University of Florida
Washington State University
American University
Loyola University New Orleans
San Jose State University
Maryville University of Saint Louis
Methodist University
Columbus State University
University of Illinois at Urbana-Champaign
University of Montevallo
City University of Seattle
University of San Francisco
University of Scranton
University of Detroit Mercy
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Dr. Joy Daggs: 1. Knowing how to use AI responsibly. It can be used to make work more efficient. It's important to understand how to use it appropriately at a tool.
2. Understanding social media and how to interpret data to create and change messages.
3. 'Soft skills' such as public speaking, conflict management, and relationship building are not going away. You may need to learn to adapt those skills to a digital platform, such as Zoom or Teams. I am seeing current articles from publications such as Forbes about current graduates struggling in these areas, so sharpening these skills and your writing skills will set you apart.
What will help Directors Of Marketing And Public Relations increase their earning potential?
Dr. Joy Daggs: I have quite a bit of advice:
1. Get as much experience as an undergraduate as possible. Many programs require internships, but even if they don't, seek opportunities to get experience. Take leadership roles in student organizations. Even if it's not specifically a 'public relations' entitled position, anything where you practice your skills is helpful. Even if you need to work a job in retail or service, those jobs still provide important benefits other than a paycheck. Don't discount your experiences!
2. Don't pass up opportunities to meet professionals. Many schools and departments bring their alumni on campus or do virtual events so that you can meet and chat with professionals. Even if it's not required for class, GO. You never know when a casual conversation may lead to an internship or an important professional connection.
3. Use your LinkedIn profile to your advantage. Make sure you have a professional picture that shows you in your best light. Follow organizations that you want to work for and other professional organizations related to your interests. I know of people getting interviews based off of LinkedIn interactions. Check your other social media accounts to make sure that you are not presenting yourself poorly. Most likely, organizations will Google you or look up your personal social media. There are reports of students losing opportunities because of poor social media choices.
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Kenn Gaither Ph.D.: Interpersonal skills will become as valuable as ever. AI will eliminate some of the more menial parts of public relations, allowing practitioners to get to face-to-face, which is still the space where opportunity, innovation and relationships-building thrive.
Dr. Rebecca Frazer
Assistant Professor of Public RelationsUniversity of Florida
Public Relations, Advertising, And Applied Communication
What will help Directors Of Marketing And Public Relations increase their earning potential?
Dr. Rebecca Frazer: Be eager, flexible, and willing to learn. Entry-level PR positions often involve a broad range of different tasks that may require the employee to quickly teach themselves new skills, software, and applications. Demonstrating an ability to catch on quickly and an eagerness to take on new challenges goes a long way in impressing an employer.
What general advice would you give to a Director Of Marketing And Public Relations?
Michelle Galey: PR is a great profession to enter now because of the growing demand for PR professionals, varied career opportunities, growth potential, competitive salary and benefits, and work-life balance and flexibility. Plus, working in PR allows you to be creative and work with so many different software tools and platforms. With the increasing reliance on digital media and online platforms, there is a growing demand for PR professionals who can effectively navigate these channels and stay up to date with current trends and technologies. We live in an era of 24/7 communication and public scrutiny, so organizations need highly skilled PR professionals to manage and mitigate potential crises effectively. Although this is a sad reality, it provides more work for PR professionals!
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Michelle Galey: From my experience being a PR practitioner myself and talking to my former PR students, it’s easy to find both rewards and challenges in the PR profession. My former students tell me that they enjoy the variety, creativity, impact, and networking opportunities in the field but that can sometimes come with high pressure, stress, unpredictability, client expectations, and mundane administrative tasks. These tasks can range from data entry to maintaining media lists and contact databases. Despite the challenges, they find the field rewarding and fulfilling, knowing they have an opportunity to grow in their careers and make significant impacts within their organizations and for their clients.
Jason Mollica
Professorial LecturerAmerican University
Public Relations, Advertising, And Applied Communication
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Jason Mollica: It’s safe to say understanding artificial intelligence is a skill that pros in the PR/strategic communication field should be learning now. According to Muck Rack’s State of AI in PR survey, more than twice as many pros were using generative AI at the end of 2023 as opposed to the beginning. This is where networking can be helpful. If you are a part of a professional organization, like the Public Relations Society of America (PRSA), or subscribe to one of the social intelligence platforms like Meltwater, look for webinars or conferences where there are opportunities to gain insight and, yes, an advantage where you may be working. While it has always been important, understanding the news media is a skill that requires consistent adaptation. What are the local media outlets and who the key reporters are for traditional and digital? As newsrooms continue to consolidate, knowing the media landscape can be a skill that pays dividends.
What will help Directors Of Marketing And Public Relations increase their earning potential?
Jason Mollica: It starts with research. Look at the location, cost of living, and the comparable salaries to the specific position, as well as those within the company where you’ve applied. If you can get details on benefits offered, such as health coverage and paid time off, this can help your potential ask. Also consider if a position is fully remote, will the salary be adjusted to the state where you live as opposed to where they are located? Finally, don’t hesitate to stress the skills and experienced gained from internships or leadership positions you’ve held while in college. It can be a considerable advantage when it comes time for a potential employer to make a decision.
Jeffrey Ory
President & CEO, il Stratega Marketing & Public Relations, Adjunct ProfessorLoyola University New Orleans
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Director Of Marketing And Public Relations?
Jeffrey Ory: As the public relations industry continues to evolve rapidly, professionals within the field must adapt and refine their skill sets to stay ahead. Over the next three to five years, several key areas are expected to become even more crucial for those in PR. Digital literacy is set to take center stage as digital media remains a dominant force in how information is consumed and disseminated. Skills in digital marketing, search engine optimization (SEO), and social media analytics will be indispensable. PR professionals who can navigate the digital landscape skillfully, optimizing content for various platforms and understanding the metrics behind digital campaigns, will find themselves in high demand. Alongside digital expertise, data analysis capabilities will grow in importance. With the vast amounts of data available today, the ability to interpret and effectively use this data will be crucial for designing targeted PR campaigns and evaluating their success. PR specialists who can draw actionable insights from data will be able to tailor their strategies more precisely and demonstrate tangible results to clients. In our fast-paced, always-connected world, crisis management skills will become increasingly valuable. The ability to handle crises swiftly and effectively can preserve or even enhance a client's reputation when managed correctly. PR practitioners skilled in navigating crises, from initial response to resolution, will be critical assets to any organization. Content creation is another area poised for growth. As audiences become more segmented and the mediums through which they consume content diversify, skills in video production, podcasting, and content marketing will be essential. PR professionals who can create engaging, high-quality content across a range of formats will help brands capture and retain the attention of their target demographics. Finally, adaptability to new technologies will serve as a competitive advantage. The introduction of advanced technologies, such as artificial intelligence tools for content creation and analysis, is reshaping the landscape of public relations. Professionals who are not only familiar with these technologies but also adept at leveraging them in creative and effective ways will stand out in the field.
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Jeffrey Ory: As you embark on a career in public relations, one of the primary goals may be to maximize your earning potential. Here are several strategic steps you can take to ensure you're not only valued for your skills but also compensated accordingly. Firstly, consider specializing in a niche within the PR field that's in high demand. Areas like technology PR, healthcare, and crisis communications are often looking for experts. Specialists in these fields typically command higher salaries due to their unique, in-demand expertise. By positioning yourself as a specialist, you differentiate yourself from generalists and increase your value to employers who need specific skills. Furthering your education is another effective way to boost your salary potential. Pursuing advanced degrees or certifications in public relations, communications, or related fields can significantly enhance your expertise. This additional education not only enriches your knowledge and skills but also makes you more attractive to potential employers who value formal qualifications and are willing to pay a premium for well-credentialed candidates. Developing a strong portfolio is crucial. This should include examples of successful campaigns, high-profile client work, and effective crisis management. A robust portfolio demonstrates your capabilities and achievements, positioning you as a top candidate for more advanced and higher-paying roles. It's a tangible collection of your work that can speak volumes more than your resume alone. Negotiating your salary is an essential skill in any field, particularly in PR. Equip yourself with negotiation techniques and be prepared to advocate for yourself based on your experience, achievements, and the industry benchmarks. Understanding the value of your contributions and being able to articulate it effectively during salary discussions can lead to better compensation packages. Lastly, actively seek out leadership roles as you gain more experience. Whether it's leading a project or a team, leadership positions are associated with higher levels of responsibility—and consequently, higher compensation. These roles not only offer better pay but also provide greater visibility within the organization and the industry, paving the way for further career advancement.
What will help Directors Of Marketing And Public Relations increase their earning potential?
Jeffrey Ory: Starting a career in public relations can be an exhilarating journey, filled with opportunities to shape perceptions and craft compelling narratives. As you embark on this path, there are a few foundational strategies that can enhance your success in the dynamic field of PR. First and foremost, cultivating a robust network is essential. The heart of public relations lies in forging strong connections. Engage actively with colleagues, journalists, and industry professionals. This can be achieved by attending industry events, participating in relevant organizations, and maintaining a vibrant presence on professional social media platforms like LinkedIn. These relationships will not only provide valuable insights and opportunities but also support your growth in the field. Equally important is honing your communication skills. In public relations, your ability to articulate ideas clearly and persuasively is paramount. Dedicate time to refining your writing and speaking abilities, ensuring you can deliver clear, concise, and compelling messages tailored to various audiences and media formats. This skill set is your toolkit, enabling you to convey your clients' messages effectively and resonate with your target audience. Staying informed cannot be overlooked. The landscape of public relations is constantly influenced by shifting industry trends, breaking news, and technological advancements. By keeping abreast of these changes, you can better anticipate and meet the needs of your clients and the media, thus solidifying your role as a knowledgeable and indispensable asset. Practical experience is another cornerstone of a successful PR career. Seek out internships or entry-level positions within PR agencies or in-house teams. These opportunities are invaluable for understanding the industry's dynamics from the inside out, providing a real-world context to the theories and strategies learned in academic settings. Lastly, embracing a proactive and creative mindset is crucial. Public relations thrive on innovation and initiative. Be ready to propose new ideas, tackle challenges with creative solutions, and manage crises with agility and poise. Your ability to think outside the box and act decisively in high-pressure situations will set you apart in the fast-paced world of public relations.
What will help Directors Of Marketing And Public Relations increase their earning potential?
Dr. Mathew Cabot APR: A PR practitioner's day-to-day responsibilities can widely vary depending on the practitioner's role, including media relations, social media management, content creation, crisis and reputation management, research and data analytics, and employee communication. Regardless of the specific role, all public relations practitioners help organizations behave and communicate in ways that build trust between the organizations they represent and the stakeholders on whom their success or failure depends. A beginning practitioner could be involved in a variety of tasks, including media monitoring, social media management, research, writing, content creation, and event planning and support.
What general advice would you give to a Director Of Marketing And Public Relations?
Dr. Dustin York: As customers are becoming more and more reluctant to traditional advertising, PR is breaking through the noise. Businesses crave a good online reputation that attracts loyal customers, so PR skills are in high demand. Plus, it's a blend of writing, creativity, and tech-savviness - a hot commodity these days.
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Dr. Dustin York: PR is dynamic, fast-paced, and a field in which you can make a real impact. But it's also stressful, with unpredictable hours and behind-the-scenes work that is not so Instagram-worthy.
What will help Directors Of Marketing And Public Relations increase their earning potential?
Dr. Dustin York: A PR pro's day is a juggling act of pitching stories to media, crafting content, planning events, and maybe even communicating an issue or crisis, but all their work comes down to some sort of storytelling. Newbies assist senior folks with projects, but some common tasks for entry-level pros include media listening and auditing.
Dr. Leslie Rasmussen
Associate ProfessorWhat Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Dr. Leslie Rasmussen: Public relations focuses on building relationships between organizations and audiences. Nowadays, audiences are inundated with options, and we must focus on connection, building community, and making people feel something. We get to think outside of the box and build strategy to make those connections for a variety of reasons and industries. Organizations, big and small, use PR to cut through the clutter and set themselves apart from the competition. The need spans across industries and organization size, so it's a perfect time to enter PR and find your fit.
What will help Directors Of Marketing And Public Relations increase their earning potential?
Dr. Leslie Rasmussen: The exciting thing about working in PR is that it's never the same. You might be planning an event, writing news releases, developing social media strategies and content, managing campaigns, or working with the media, depending on the day. PR is also versatile - you can work in the auto industry, healthcare, politics, beauty, sports, entertainment... the possibilities are endless. No matter which path you take, the core skills we utilize in PR are writing, research, public speaking, organization, and creativity. How we use those skills will vary from day-to-day.
Jennifer D'Angelo PhD
Assistant Professor of MarketingWhat will help Directors Of Marketing And Public Relations increase their earning potential?
Jennifer D'Angelo PhD: A marketing manager is often responsible for planning and implementing a marketing plan. What this marketing plan encompasses can vary, as marketing involves many different things such as branding, product development, sales, advertising, digital and social media, and retailing.
What general advice would you give to a Director Of Marketing And Public Relations?
Jennifer D'Angelo PhD: The ever-changing landscape of consumer trends and technological advancements in how to market to consumers often makes the job exciting and fast-paced. However, with the increased emphasis on results, marketers must be conscious of how to measure and demonstrate the value of their work.
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Jennifer D'Angelo PhD: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.
Sara Erlichman Ph.D.
Visiting Assistant Professor of Communication and MediaMethodist University
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Director Of Marketing And Public Relations?
Sara Erlichman Ph.D.: Demonstrate your ability to adapt and grow through participation in any company or external training opportunities. Having a certification on your resume is always a plus; but it is important for early career individuals to cultivate their professional skills.
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Sara Erlichman Ph.D.: One of the top advice I see is that you document your successes with KPIs. Keep a Word file in your personal cloud documenting any and all positive feedback from colleagues and hard data that demonstrate successful results. Only you know exactly how you've impacted the company through your work, and no one is going to advocate for you as well as you can for yourself!
What will help Directors Of Marketing And Public Relations increase their earning potential?
Sara Erlichman Ph.D.: Overall, it is important that anyone pursuing a career in PR to have a combination of investigative, planning, management, and social media experience and skills. Additionally, advance proficiency in Excel will set you apart from candidates.
Regarding the future, I think data analysis and synthesis is extremely important. Majority of metrics are assessed via third-party data, so it is important to be able to look at descriptive statistics and synthesize recommendations for clients.
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Dr. Tiffany McBride: Over the next 3-5 years, communications will have changed rapidly, and staying abreast of what is happening and how it can impact the industry is essential. Jobs in communications are expected to increase. Not only is employment in communications being valued differently but growth in this field is also anticipated. A recent USC Annenberg Study projects that spending on PR and communications would increase by 11% over the next five years. Given the fast-changing landscape, focusing on online crisis communication and strategic digital communication capabilities will be essential. In addition to those skills, graduates must keep up with PR and mass communications developments and technologies. A working knowledge of data analysis and digital media management skills is also helpful. Digital abilities are essential in modern communications and PR. Learning data analytics, social media management, and platform content development can determine employment in the desired field. Lastly, although not a technical skill set, an essential soft skill is flexibility, learning new technology when offered, and seeking knowledge. Crisis communication and strategic planning are crucial as firms adapt to fast change.
Marisa Peacock
LecturerUniversity of Illinois at Urbana-Champaign
Communication And Media Studies
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Marisa Peacock: Everything is public relations. The traditional approach to PR doesn't always apply. Because of the expansive and pervasive nature of how information is shared on and offline, if you're trying to educate, promote or persuade a public, that's public relations. As such, your job title might not reflect it, so when applying for jobs, focus more on the job responsibilities than the job title.
Good public relations specialists are curious. They love learning about how things work, the people who are involved, and about how the public engages - ask questions, attend events, meet the people at your company - this will all make your job easier, because you'll have a more holistic view about the brand, its products, and services.
What will help Directors Of Marketing And Public Relations increase their earning potential?
Marisa Peacock: It's important to figure out how much it costs to keep you alive. Before job hunting, do the math. How much is rent, car, food, etc? Do you need a Starbucks coffee every morning or can you brew your own? Do you need health insurance (recent grads can stay on their parent's insurance until 26 in most cases)? Figure out that number and then add in buffer room so you can have some wiggle room or opportunities to save. That's your base salary. If you go below, you'll have to make concessions - some reasonable, some not. Use cost of living calculators to determine what salaries look like in other places. Remote and hybrid work is still available, so it's important to factor that in, especially if you're going to live in different locations than where you work.
When looking for jobs, don't underestimate your experience. Even if you haven't had PR-related internships, chances are you've demonstrated public relations skills that can translate well. If you worked in retail, for example, that's a lot of customer relations. If you worked front of house at a restaurant, you know how to engage a public. If you worked as a barista, you know how to meet deadlines, work in chaotic situations, and communicate with others.
Look for the skills that make you better at PR and then highlight those experiences on resumes, cover letters, and in interviews. These skills from different experiences may set you apart and make you eligible for more than just entry-level positions.
Dr. Emma Atwood
Associate Professor of EnglishUniversity of Montevallo
English Language And Literature
What general advice would you give to a Director Of Marketing And Public Relations?
Dr. Emma Atwood: Now more than ever, in a fast-paced media landscape, we need people who understand how effective arguments work; who understand how persuasion, logic, and emotion affect audiences; and who can think critically about complex issues and see these issues from multiple perspectives. Training in English, Philosophy, and Communication helps prepare future leaders to pursue truth as they enter this landscape and transform it for the better.
Kevin Faigle
Media Relations SpecialistWhat Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Kevin Faigle: That's tough to answer. But one, try to see what other similar positions are being paid. There are plenty of websites where you can find salary ranges for positions and that may give a good basis for a starting point. Also, be sure to track everything you are good at and build that resume up. Sometimes a HR department will have a salary range in the job posting, and don't be afraid to ask for the higher amount or even negotiate. 100% of the questions you don't ask, the answer is no. If you are confident in your ability and confident in your background, then show that and push for a higher salary level.
What general advice would you give to a Director Of Marketing And Public Relations?
Ajay Abraham Ph. D.: Earning a fair salary is important, although what exactly is fair might vary based on individual perceptions. More important, think of a job as offering a combination of financial and other non-monetary benefits such as perks (e.g., work culture, work-life balance, self-fulfillment, good colleagues, networking). Try to optimize your benefits across this multi-dimensional perspective rather than by simply focusing on salary. That stated, some job opportunities have scope for negotiation on salary. First, identify if the job that you are applying for has scope for negotiation, in which case, there's no harm in negotiating if done ethically, professionally, and reasonably. If the job is not one in which there's scope for negotiation, don't worry. Instead, focus on performance and making a case for yourself at the time of annual evaluations and/or salary hikes (which should be done even if there were salary negotiations before joining). Similar suggestions apply if you are thinking of switching roles/organizations.
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Ajay Abraham Ph. D.: Everyone is talking about AI these days, so I will start off by joining the bandwagon, but with some nuance. It's important to know how to use artificial intelligence tools in order to be better or more effective at one's job. This doesn't mean that everyone needs to become an AI expert, but that we should be able to harness the power of AI tools to improve the quality and efficiency of our work. This requires being fluent enough with AI tools to understand, discuss, and make decisions involving AI or about AI output (even if we don't actually use those tools in a hands-on manner). This should be done while also being able to bridge the gap for those who are less fluent (perhaps those in more senior-level roles who are even less hands-on with these tools). That apart, as more of the workforce focuses more of their time on technical and similar skills, "softer" skills such as integrity, professionalism, self-awareness, and team-orientation will become even more important as differentiators.
What will help Directors Of Marketing And Public Relations increase their earning potential?
Ajay Abraham Ph. D.: Earning a fair salary is important, although what exactly is fair might vary based on individual perceptions. More important, think of a job as offering a combination of financial and other non-monetary benefits such as perks (e.g., work culture, work-life balance, self-fulfillment, good colleagues, networking). Try to optimize your benefits across this multi-dimensional perspective rather than by simply focusing on salary. That stated, some job opportunities have scope for negotiation on salary. First, identify if the job that you are applying for has scope for negotiation, in which case, there’s no harm in negotiating if done ethically, professionally, and reasonably. If the job is not one in which there’s scope for negotiation, don’t worry. Instead, focus on performance and making a case for yourself at the time of annual evaluations and/or salary hikes (which should be done even if there were salary negotiations before joining). Similar suggestions apply if you are thinking of switching roles/organizations.
Dr. Zifei Chen
Associate Professor of Public Relations University of San FranciscoUniversity of San Francisco
Public Relations, Advertising, And Applied Communication
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Dr. Zifei Chen: With the rapid development of technology such as generative AI, it will become even more important to understand how to use technology and tools effectively and *ethically* in today's public relations practice. It is also important to cultivate the soft skills of mindfulness, emotional intelligence, and empathic listening to navigate the ever increasingly fragmented media landscape, information overload, and polarized views.
Stacy Smulowitz Ph.D.
Associate Professor & Department Chair Department of Communication & MediUniversity of Scranton
Public Relations, Advertising, And Applied Communication
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Stacy Smulowitz Ph.D.: Public Relations: It is hard to say what individuals will like and dislike about specific jobs. That is really a personal choice. Many PR pros enjoy the variety in their jobs and the people they get to work with and meet daily. They also enjoy seeing the value they provide to the organization and the people they serve.
Alexandra Hichel
Senior Adjunct Instructor – Department of Communication StudiesUniversity of Detroit Mercy
Communication And Media Studies
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Alexandra Hichel: Maximizing your salary potential when beginning your career involves strategic steps that go
beyond just your academic qualifications. Consider obtaining relevant certifications to bolster
your skill set. Certifications not only enhance your knowledge but also demonstrate a
commitment to continuous learning, making you a more valuable candidate in the job market.
Joining a professional association related to your area of interest can open doors to networking
opportunities and valuable insights. Organizations such as IABC, Social Media Club, or Public
Relations Society of America offer not only national but often local chapters, providing a
platform to connect with industry professionals, stay updated on trends, and potentially uncover
job opportunities that might not be widely advertised.
During your academic journey, seize every opportunity to gain hands-on experience through
internships. The practical skills and real-world exposure acquired during internships not only
enhance your resume but also make you a more competitive candidate when negotiating your
starting salary.
Building a digital portfolio is a proactive step to showcase the breadth and strength of your work.
This collection of samples allows potential employers to assess your capabilities and
contributions, reinforcing your value as a candidate.
Understanding your worth is crucial, but it's equally important to recognize that as a newcomer,
you may not have all the answers yet. Be open to learning and adapting, as this flexibility can be
an asset in negotiating salary and navigating the early stages of your career.
Knowing your audience extends beyond personal attributes to include a strategic approach in
communication. Researching reporters and publications, being creative yet truthful in finding the
right media angle, can set you apart. This skill not only demonstrates your understanding of the
industry but also positions you as someone who can contribute effectively to the organization's
goals.
By implementing these strategies, you can not only enhance your professional profile but also
maximize your salary potential as you launch your career in the competitive field of
communications.
What general advice would you give to a Director Of Marketing And Public Relations?
Jennifer D'Angelo Ph.D.: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.
What Director Of Marketing And Public Relations skills would you recommend for someone trying to advance their career?
Jennifer D'Angelo Ph.D.: The ever-changing landscape of consumer trends and technological advancements in how to market to consumers often makes the job exciting and fast-paced. However, with the increased emphasis on results, marketers must be conscious of how to measure and demonstrate the value of their work.
What will help Directors Of Marketing And Public Relations increase their earning potential?
Jennifer D'Angelo Ph.D.: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.