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Career Objectives for Marketing & Communications

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Careers in marketing and communications can be rewarding for people who are creative and enjoy engaging with others. Those seeking a fulfilling marketing and communications career are typically creative people with a willingness to engage with others.

Corporate Communications

The larger an organization is, the more important the corporate communications function becomes. A corporate communications team will handle media inquiries, media training for executives, identifying opportunities to strengthen the corporate brand and more. Corporate communications teams will have multiple layers to their organizational structure and all will ultimately report up to a head of corporate communications. This person may hold the title of vice president, senior vice president or higher, but he will ultimately oversee the entire corporate communications function. To reach this level, a master's degree in a communications-related field is typically required, along with 10 or more years of experience.

Creative Design

Creative design teams are responsible for creating the engaging logos and visual campaigns that help establish a company's brand. Creative design teams can consist of graphic artists who blend artistic flare with innovative computer software to develop images as well as consultants who partner with clients to help them determine what they want their brand to look like. When working with internal clients, the creative design team will partner with internal clients such as marketing or corporate communications. A common career objective of a creative design professional is to lead a creative design team as the art director. According to the Bureau of Labor Statistics, art directors earned an average of $83,000 in 2013. The job outlook for these creative professionals is positive, with the employment rate of art directors projected to grow 3 percent by the year 2022.

Public Relations

Public relations is the management of a person or organization's reputation and keeping their brand relevant in the public sphere. The career objectives of these professionals can be to work for private companies, government entities or own their own PR firm. In addition, public relations practitioners are valued members of a communications agency or a PR department embedded in a larger company. PR specialists earn a median annual income of $54,940 as of 2013, according to the Bureau of Labor Statistics. Salary for the head of a PR department will range, depending on whether she works for a nonprofit, for profit or government entity.


Copywriters create the verbiage of ad campaigns, public relations initiatives and more. They often work in tandem with creative design teams to create content that engages customers and reinforces an organization's brand. They will write copy for digital platforms such as websites and blogs, as well as printed materials such as brochures. According to the Bureau of Labor Statistics, copywriters and other writers in the communications field earned an average of $57,750 in 2013. Senior copywriters may oversee copywriting teams and play an important part in the communications strategy of an organization. Bachelor's degrees in English, journalism and communications can lead to a successful copywriting career.


M. Skylar Ezell has been writing about politics, entertainment, urban culture and career-related topics since 2007. His communications work for Fortune 500 companies in health care, technology and hospitality has resulted in international recognition, including the Association for Talent Development BEST Award and Achievers Global Award. He is a graduate of Georgia State University, where he received a Bachelor of Arts in journalism and public relations.

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