Pathway Overview
Why Communications?
- Variety of options for specialization
- Opportunities for continual advancement
- Desirable payscale
The way we communicate constantly evolves. Every breakthrough changes the way we deliver and consume news, advertising, and content. That means communications professionals need to evolve, too. Tomorrow’s creative leaders will need knowledge and expertise across multiple fields. This program prepares students to think critically while identifying and analyzing opportunities; envisioning, proposing, and implementing solutions; and adapting to change and uncertainty.
Certifications and Professional Development
| Organization | Definition/Purpose | Associated Roles |
| PRSA | The Public Relations Society of America (PRSA) is the nation’s leading professional organization serving the communications community. | Public Relations Specialist |
| Security Clearance | Some positions within the communications field require government security clearance. | Technical WriterCommunications Planner |
| STC | The Society for Technical Communication is the world’s oldest professional association dedicated to the advancement of technical communication. | Technical Writer |
| AMA | The American Marketing Association (AMA) leads unparalleled discussion on marketing excellence. The AMA offers differentiated content that focuses on the tension between Best Versus Next Practices™. | Chief Marketing OfficerMarketing DirectorAdvertising Manager |
In-Demand Skills
Ultimately, your ability to land a specific role rests on your experience and educational background as well as your proficiency in the skills below.
Field-Specific Skills
- Marketing and PR: Social Media
- Project Management
- Media and Writing: Journalism
- Online Marketing
- Content Development and Management
- Marketing Strategy
- Market Analysis
- Brand Management
- Business Process and Analysis
- Business: People Management
Transferable Skills and Qualities
- Detail-Oriented
- Microsoft-Office
- Proficient
- Collaborative
- Critical Thinking
- Deadline-Oriented
- Organized
- Presentation
- Savvy
- Solution-Oriented
- Customer-Service
- Proficient
- Quality-Assurance Minded
- Self-Development
- Driven
- Communicative
Job Titles
Note: Some job titles are used interchangeably. The title descriptors may change the level of the position; for example, terms like “associate” and “coordinator” tend to indicate entry-level positions, whereas terms like “lead,” “senior,” and “specialist” often indicate mid-level.
Entry-Level
Technical Writer
Technical writers prepare, review, revise, and maintain technical documents. They may review materials such as letters, memorandi, reports, guidance and training documents, and meeting minutes. They also collaborate with senior members of the writing team to develop expertise in products, and write clear documentation that simplifies complex topics. Tags: Technical Writer (Junior), Technical Communications
Relevant Certifications: Some government positions require security clearance.
Future Roles: Sr. Technical Writer, Consultant, Data Engineer.
Social Media Associate
Social media associates develop social media content across multiple platforms, monitor activity trends, and evaluate strategies for organizations and clients. Associates develop content based on social media monitoring and analysis, using data to inform tactics and plan future marketing. They also coordinate with design and graphics teams to create a cohesive brand identity. Tags: Social Media Associate, Coordinator, Social Media Analyst
Future Roles: Social Media Manager, Business Intelligence Analyst, Data Scientist
Public Relations Specialist
PR professionals specialize in crafting brand identity through problem solving and expertise in a variety of verbal and written communications. Core responsibilities include building client relationships, creating branded content, managing media relations, digital marketing, and project management. Tags: Public Relations, PR and Marketing, Public Relations Specialist
Future Roles: Public Relations Manager, Social Media Manager, Marketing Manager
Mid-Level
Advertising Manager
Advertising managers are responsible for building client and customer relationships. They prioritize analytical thinking to develop and implement sales plans, processes, and programs for their organizations. They also interpret data at the macro level and strategize marketing campaigns to meet sales, recruitment, and advancement goals. Tags: Advertising Manager, Senior Advertising Account Manager, Sales Manager, Audience Manager
Previous Roles: Marketing Specialist, Data Analyst
Future Roles: Chief Marketing Officer, Marketing Director
Media Planner
Media planners analyze client goals, develop media strategies, and optimize media plans. They also oversee budgets and create performance feedback loops to optimize content reach. This is a highly collaborative role that interfaces with media directors, public relations, and account services. Key skills include expertise in social media, Google and Bing platforms, as well as other marketing data programs. The role also calls for strong leadership abilities and attention to detail. Tags: Media Planner, Media Buyer, Media Intake Specialist
Previous Roles: Data Analyst, Public Relations Specialist, Social Media Planner
Future Roles: Marketing Director, Chief Marketing Officer
Senior-Level
Chief Marketing Officer
CMOs develop strategies to drive long-term growth of an organization. They do so by leveraging existing markets to sell products across verticals, cultivating a pipeline of prospects, and negotiating with potential partners. Tags: Senior Director, Associate Director, Director
Previous Roles: Marketing Manager, Public Relations Manager
Future Roles: Director, Vice President, or Other Senior Title
