Marketers and Public Relations

What are the roles of Marketers and PR's?


The roles of Marketers - both Social Media Marketers and other Marketers - are to promote the brand and present it in a positive and appealing light towards the public, in order to sell the brand to them. The role of Press/Public Relations is to manage the reputation of the company. Along with this Public Relations Officers help influence opinions of the customers and to communicate with them through all forms of media.


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Responsibilities of a Marketer

The responsibilities and roles of a marketer are;

  • deciding on what strategy will be used
  • researching trends
  • coordinating the social media platforms
  • deciding how to promote the brand (billboards, adverts and magazines)
  • understanding how the customer thinks and how and when they buy things by conducting research
  • finding out the needs of the customer
  • how to increase brand awareness
  • putting a positive image of the brand forward for the public to view
  • marketing the brand so it is above competitors
  • and finally measuring the traffic and footfall (how many people come in and buy after advertising) of the website

Helpful Skills

Within the job of marketing there are many skills which employers look for, and that will help you to succeed in this profession, such as;

  • be able to communicate with all levels within the organisation in different ways (email, phone call and in person)
  • be able to write in a creative and easy to understand way
  • be able to interpret visual written and verbal communication
  • be good at maths
  • be creative in the way you write and express yourself
  • be able to negotiate and persuade
  • working on a team successfully
  • being good with IT (spreadsheets computer, programmes and other commonly used apps)
  • the want to succeed

The Jobs of a Social Media Marketer

The role of a social media marketer administrates the company’s social media sites and help to promote the company through advertising, including;

  • Goal setting and planning
  • Developing a good online reputation and brand awareness
  • Managing the content posted and displayed
  • Generating traffic towards the sites
  • Acquiring leads and sales
  • Developing the brand
  • Identifying the target audiences and using the correct platforms to reach them
  • Designing websites in a creative way that are easy to navigate and will bring traffic

Skills needed

  • Relationship building – build relationships with companies similar to the one you are promoting
  • Creativity – don’t post repetitive or boring content come up with new, engaging and effective content
  • Organised – create a posting schedule and maintaining multiple social media accounts and planning ahead
  • The ability to learn quickly – learning how to use new technology and social media platforms quickly to optimise the brand
  • Writing – from creating a blog or writing the perfect tweet writing needs to be engaging so that followers will read and look through the content
  • Sales – need to be a pushy sales person on social media and help to influence the consumer to buy the product whether they need it or not
  • Customer service – be able to interact with customers and give them the correct advice and help to resolve their issues -respond quickly -be polite and professional -have empathy -go the extra mile to resolve the problem at hand
  • Community management - be able to interact with your audience
  • IT knowledge
  • Confident in person and with maths
  • Be able to communicate ideas and thoughts clearly
Social Media Marketing Explainer Video - SF Bay Area Web Design

All Forms of Marketing

How to get the Job and Qualifications

Marketing is an increasingly competitive sector, and although degrees and other qualifications are not necessary there are some which can help to secure the job;

  • advertising
  • business or management
  • communications
  • IT or computer science
  • marketing
  • psychology

Having good analytical skills and being good with digital techniques are also very helpful and would work to your advantage. A postgraduate qualification in marketing would also help to increase chances of securing the job.

Qualifications alone will not ensure that you get the job, networking and having work experience can be a big help. Personal skills such as: confidence, being ale to communicate well, be aware of trends and having a good understanding of IT can also be appealing to employers.


  • Assistants and trainees in marketing start off with a salary of around £17,300-£19,000 per year
  • Salaries vary depending on sector but on average the salary for a manager in marketing is £38,192 per year, whilst senior brand/product managers get £48,296 per year.
  • For a Marketing director the average wage is £86,165 per year. But in certain sectors there is a higher wage.
  • Overall the average wage for working as a marketer is £45,021. wages can go up or down depending on sector, the automotive and TV industries give the highest wages.

Like many companies incentives are on offer, with profit sharing, medical insurance, gym memberships and company cars along with bonuses.


Generally as a Marketer the hours are 9am-5pm. there will be the occasional evening and weekend shift when organising and attending events, or when working on a big campaign. But although overtime is common, paid overtime is rare.

part time work is possible along with short term contracts, but this is generally made possible through agencies.

Where can you Progress too After?

Most people start their marketing careers as a Marketing Executive. This is the most common starting role int he profession for graduate and non graduates.

After two/three years of this promotion to Senior Marketing Executive may take place. This mean staking on more responsibility.

Following this promotion to Marketing Manager then Marketing Director may occur. To make it easier to progress to senior marketing positions a further professional qualification can help.

After doing marketing for a company it is likely that you could progress to do marketing for a company which you have set up. Many go on to launch new beauty and pet care products - like Procter and Gamble - or raising awareness for a charity, like Save the Children.

Introduction to Marketing

Press/Public Relations

What is PR?

Responsibilities and Roles

PR's have a very varied role depending on organisation and their tasks often involve;

  • planning and putting in place PR strategies
  • answering enquires via telephone and email from media, individuals and other organisations
  • writing and researching press releases; and eventually releasing them to the public
  • analysing media coverage both good and bad
  • updating and maintaining the company website
  • updating and managing social media sites
  • organising events; such as press conferences exhibits and open days
  • devising photo and sponsorship opportunities
  • research the market and brands alike

In-House and Agency

There are two different types of PR's in-house and agency based. They both do the same job but in different ways:

  • focus their attention on one single brand
  • play a part of a bigger unit
  • they talk to other departments within the same company more


  • have a manger who works at different brands like them
  • they don't work directly with the client (they work at a different place)
  • won't liaise with other departments; strictly PR
  • they have more opportunities from sitting with like minded brands

Useful Information


  • The average salary for an executive or assistant PR is £18,000-£20,000 a year. This is typical graduate entry role.
  • The average salary for a PR officer is higher at £22,000-£28,000 per year.
  • when you have gained a few years experience it can increase to £30,000 or even more a year.
  • PR director/head of corporate affairs (senior management positions) can earn from £40,000-£100,000 or more a year.

But salaries vary depending on region, those in London and the south-east earn more than any other part of England. Those working in the private sector typically earn more. there is also no set salary scale apart from in the public sector.

In some organisations they have bonus schemes, whereas in other companies they have incentives such as; private health care or a company car. Laptops and mobiles phones may also be provided.


There are no set hours (or average hours) for being a PR, but there are approximates at how many hours PR's spend working a week.

Working in PR is not a 9-5 job it has many early starts, late finishes and weekend shifts.

There was a study done in the Harvard business review which outlined the approximate hours worked. The survey of 'executives, managers and professionals' found that those that use their phones to work (the majority) spend 13.5 hours a weekday and 5 hours on the weekend at 'work', that's a total of 72 hours a week.


  • be able to communicate well and have excellent writing skills
  • willingness to learn and drive to want to do the best possible
  • good time management and organisation
  • organised
  • professional
  • approachable
  • deal well with stress
  • creative

Qualifications needed and how to get the Job

To become a PR you don't need any specific qualifications and the job is generally open to all graduates. but as this job is very popular with degree graduates there are some dergees which can help;

  • communication and media studies
  • English and creative writing
  • business management
  • marketing
  • social science
  • and politics

Post graduate qualification in PR are also available and can further help toward securing the job.

As degrees are not necessarily needed to get the job as a PR other qualities and skills are needed, these include;

  • knowing the industry - read all the relevant press such as 'PR Week' and 'Campaign'
  • be chatty - being in PR is all about talking to new people
  • network - join in discussions with people that can help to promote the brand you are representing

Where can you go After?

Careers in PR are very difficult to obtain as so many people want to go into this profession. It is ranked number 1 in the top 3 most wanted jobs for graduates in the UK. There is no set progression plan in this industry but below shows how it might go.


  • public relations assistant
  • PR officer
  • senior PR officer
  • public relations manager
  • then finally moving on to a head or director of PR


  • junior account executive
  • account executive
  • senior account executive/account manager
  • associate/account director
  • then finally moving onto a specialism in the consultancy of a partner


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Dominique Jackson 13 Must-Have Social Media Skills Available at: (Accessed: 9 September 2016)

Gemma Halder (2014) Public Relations Officer Available at: (Accessed: 16 September 2016)

Jon Glyone (2010) An insider’s guide to: getting a job in PR Available at: (Accessed: 16 September 2016)

Macchiato Managing (2016) Social Media Manager Job Description: A Complete Guide (accessed: 7 September 2016)

Monster Worldwide (2016) How to Present Marketing Skills to Employers Available at: (Accessed: 17 September 2016)

Monster Social Media Assistant Job Description Sample Available at: (Accessed: 9 September 2016)

Monster (2016) What are the common Marketing career paths? Available at: (Accessed: 19 September 2016)

On the Beach Social Media Assistant Job Description Available at: (Accessed: 9 September 2016)

The Chartered Institute of Public Relations (2016) Building a career in PR Available at: (Accessed: 19 September 2016)

The Chartered Institute of Public Relations (2016) Is PR for you? Available at: (Accessed: 16 September 2016)



JPL. (2011). What id PR?. [Online Video]. 3 October 2011. Available from: [Accessed: 16 September 2016]. (2013). Introduction to Marketing. [Online Video]. 31 December 2013. Available from: . [Accessed: 17 September 2016].

Tech Design Studios. (2015). Social Media Marketing Explainer Video - SF Bay Area Web Design. [Online Video]. 14 July 2015. Available from: . [Accessed: 16 September 2016].