AboutPeter Gabany Expertise Strategic planning:
Objective based advertising, Ad creative, Writing, Photography - buying and making, Illustration - buying, Print, Outdoor, Event, Media, Media Planning, Broadcast, How to select an agency, What the client must provide, Pitching a client / being pitched
Experience Over 25 years in the business - 22 years operating an agency. Creative direction and agency management.
Question I am a recent graduate with a BA in Strategic Communications/Public Relations. I'm doing PR volunteer work, getting involved in PRSA, etc. and looking for jobs.
But PR doesn't thrill me, and I'm thinking that what I've really wanted is to do advertising. I would love nothing more than to create ads. One of my favorite classes was creating radio spots. Now what? I can start by conducting informational interviews with advertising firms and job shadowing, but can I hope for an internship? Should I just go to grad school? And what degree should I get, an MA in Advertising or something else? How do I know advertising is right for me?
Answer Allison,
The most important thing to do here is to do what you love. But sometimes to get to the position to where you are most happy takes some work. You can do this with the tools you already possess. Advertising agencies will be around for some time yet, but they too are finding (with and without the change in economy) that their client base are looking for more value added.
In the late 80s the term ‘integrated communications company’ became a path for a new ad agency model and some agencies became quick adopters. Other - today - are integrating all sorts of specialties to remain relevant in the marketplace. They are incorporating all sorts of new media, PR, direct marketing, data mining, research, graphic design and more into their service portfolio.
This can be your in. As a PR person you already know quite a bit about the ad business, you have writing skills and understand how media works. You understand buzz marketing, guerrilla tactics and more. This is your entry pass to the world of advertising. Go in under the guise of PR and help to enhance or add-to your agency of choices' service roster.
As for more education - I am not certain how good you are. I don't know your relevant experience. I don't even know what city you are in and if there are opportunities where you are. I do know that there is opportunity out there. Whether advertising is right for you or not - I know for certain that there are many paths to be taken in both a PR and advertising agency. But don't stop there - please make certain to look in graphic design agencies - they desperately need writers, strategic planners and content builders. Look into web design houses as well. All of these people end up creating communications of some sort and much of it can grow into creating ads and integrated campaigns.
Fill in some of the questions that I have had for you and I will attempt to help you further. This is a great time to excel in whatever path you wish to take.
Let me know if this has been of help and please keep me in the loop.
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