Advertising and public relations directors plan, organise, direct and co-ordinate the advertising, public relations and public information activities of an organisation.
Liaises with client to discuss product/service to be marketed and develops the most appropriate strategy to deliver the objectives
Defines target group and implements strategy through appropriate media planning work
Conceives advertising campaign to impart the desired product image in an effective and economical way
Reviews and revises campaign strategy in light of sales figures, surveys, etc. and takes appropriate corrective measures if necessary
Stays abreast of changes in media, readership or viewing figures and advertising rates
Directs the arranging of conferences, exhibitions, seminars, etc. to promote the image of a product, service or organisation.
Entry is generally via career progression from related occupations (e.g. Advertising Accounts Manager, Public Relations Officer) and although there are no pre-set entry standards, in practice most advertising and public relations directors hold a degree. Off- and on-the-job training is provided.