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Become A Media Planner

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Working As A Media Planner

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

  • Stressful

  • $46,850

    Average Salary

What Does A 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 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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Media Planner jobs

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Media Planner Career Paths

Media Planner
Marketing Manager General Manager Account Executive
Account Director
9 Yearsyrs
Account Supervisor Office Manager Marketing Coordinator
Associate Marketing Manager
5 Yearsyrs
Media Supervisor Media Director Marketing Director
Brand Director
11 Yearsyrs
Senior Account Executive Sales/Marketing Marketing Manager
Brand Marketing Manager
7 Yearsyrs
Associate Director Development Director Creative Director
Brand Strategist
5 Yearsyrs
Media Director Marketing Director Search Engine Optimizer
Digital Marketing Manager
6 Yearsyrs
Marketing Director Search Engine Optimizer Digital Marketing Manager
Director Of Digital Marketing
10 Yearsyrs
Account Director Marketing Consultant
Head Of Marketing
6 Yearsyrs
Account Executive Marketing Manager
Marketing Director
7 Yearsyrs
Account Director Director Of Sales Marketing Consultant
Marketing Lead
6 Yearsyrs
Account Executive Territory Manager Account Manager
Marketing Manager
6 Yearsyrs
Marketing Director Writer And Editor Marketing Specialist
Marketing Program Manager
7 Yearsyrs
Media Director Communications Director Marketing Consultant
Marketing Strategist
6 Yearsyrs
Account Supervisor Account Executive Marketing Specialist
Online Marketing Manager
5 Yearsyrs
Account Manager Account Executive Marketing Manager
Product Marketing Manager
7 Yearsyrs
Senior Account Executive Territory Manager Marketing Manager
Regional Marketing Manager
7 Yearsyrs
Marketing Manager Marketing Director
Senior Director Of Marketing
13 Yearsyrs
Media Manager Marketing Manager
Senior Manager Of Marketing
9 Yearsyrs
Account Manager Product Manager
Senior Product Manager
9 Yearsyrs
Associate Media Director Media Director Marketing Director
Vice President Of Marketing & Communications
12 Yearsyrs
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Media Planner Demographics

Gender

Female

58.4%

Male

39.0%

Unknown

2.7%
Ethnicity

White

76.6%

Asian

11.1%

Hispanic or Latino

9.8%

Unknown

1.9%

Black or African American

0.7%
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Languages Spoken

Spanish

44.3%

French

10.7%

Mandarin

6.0%

Portuguese

5.4%

Chinese

5.4%

Russian

4.7%

German

4.7%

Italian

3.4%

Cantonese

2.7%

Arabic

2.7%

Japanese

2.0%

Turkish

1.3%

Korean

1.3%

Tagalog

1.3%

Swahili

0.7%

Latvian

0.7%

Hindi

0.7%

Dutch

0.7%

Hebrew

0.7%

Bulgarian

0.7%
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Media Planner Education

Schools

University of Texas at Austin

9.7%

New York University

8.7%

Syracuse University

7.0%

Michigan State University

7.0%

University of Southern California

6.0%

Temple University

5.0%

University of California - Los Angeles

5.0%

University of Oregon

4.7%

Saint John's University - New York

4.4%

Loyola Marymount University

4.4%

Northwestern University

4.0%

Pennsylvania State University

4.0%

University of Florida

4.0%

University of Kansas

4.0%

Baruch College of the City University of New York

3.7%

San Francisco State University

3.7%

Boston College

3.7%

University of Georgia

3.7%

Hofstra University

3.7%

Fordham University

3.4%
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Majors

Marketing

21.8%

Communication

18.4%

Business

13.8%

Advertising

11.4%

Public Relations

6.8%

Journalism

4.7%

Management

3.3%

Psychology

2.9%

English

2.4%

Business Communications

1.9%

Economics

1.8%

Political Science

1.8%

Journalism And Mass Communications

1.5%

Finance

1.3%

Graphic Design

1.3%

Sociology

1.3%

History

1.0%

Photography

0.9%

Audiovisual Communications Technologies

0.9%

Fine Arts

0.8%
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Degrees

Bachelors

68.2%

Masters

20.1%

Other

8.0%

Certificate

2.0%

Associate

0.8%

Doctorate

0.6%

Diploma

0.3%

License

0.1%
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Job type you want
Full Time
Part Time
Internship
Temporary

Real Media Planner Salaries

Job Title Company Location Start Date Salary
Media Planner Lipman Operating LLC New York, NY Sep 20, 2012 $85,000
Media Planner Rubin Postaer & Associates Santa Monica, CA Apr 25, 2011 $78,000
Senior Media Planner Dimassimo Inc. New York, NY Mar 15, 2016 $78,000 -
$88,000
Media Planner Rubin Postaer and Associates Santa Monica, CA Apr 25, 2011 $78,000
Media Planner Rubin Postaer & Associates Santa Monica, CA Apr 29, 2010 $66,784
Media Planner Overdrive Marketing Communications, LLC MA Aug 15, 2012 $65,000
Integrated. Media Planner Cheil USA New York, NY Oct 10, 2012 $65,000
Media Planner Icrossing Inc. New York, NY Sep 08, 2015 $65,000
Integrated Media Planner McKinney Ventures New York, NY Mar 20, 2013 $65,000
Media Planner NEO@Ogilvy LLC New York, NY May 09, 2014 $62,000
Senior Media Planner Dimassimo Inc. New York, NY Mar 14, 2014 $60,000 -
$70,000
Media Planner Meredith Corporation New York, NY Dec 01, 2015 $60,000
Media Planner Crispin Porter & Bogusky, LLC Miami, FL Sep 02, 2013 $53,000
Media Planner Groupm Worldwide, Inc. New York, NY Sep 01, 2010 $53,000
Senior Media Planner GSD&M Idea City LLC Austin, TX Jun 25, 2014 $53,000
Interactive Media Planner Saatchi & Saatchi North America, Inc. Torrance, CA Oct 01, 2011 $52,700
Media Planner Sang Am & Associates, Inc. Los Angeles, CA Sep 08, 2015 $52,050
Media Planner, Search Digitas LLC Chicago, IL Nov 02, 2009 $47,237 -
$60,000
Media Planner Saatchi & Saatchi North America, Inc. Los Angeles, CA Aug 18, 2016 $46,700 -
$50,000
Senior Media Planner True North Incorporated NY Jul 14, 2011 $46,000 -
$61,000
Media Planner Converseon, Inc. New York, NY Dec 15, 2010 $45,000
Media Planner Brideclick Inc. New York, NY Aug 24, 2015 $45,000
Senior Media Planner Groupm Worldwide Inc.-Mediaedge:CIA New York, NY Apr 19, 2010 $45,000

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Top Skills for A Media Planner

OnlineStrategyTVAssistantPlannersTargetAudienceProductsInteractiveNewBusinessPitchesPovsCompetitiveAnalysisROIVideoInsertionOrdersCampaignPerformanceMulti-MillionDollarRfpsFacebookMRIInternetMarketResearch

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Top Media Planner Skills

  1. Online
  2. Strategy
  3. TV
You can check out examples of real life uses of top skills on resumes here:
  • Worked with client and online publishers to ensure successful campaign launches.
  • Presented media strategy, budget allocation recommendations, and analysis of campaign performance to clients.
  • Experience with clients in a broad range of industries: retail, epicurean, home decor, music, and TV.
  • Cultivate business relationships with sales executives and train assistant planners and interns.
  • Conducted extensive syndicated research to define target audience for sports apparel client.

Top Media Planner Employers

Media Planner Videos

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