Marketing/Advertising/PR

What Is Marketing?

According to the AMA, marketing is the process of creating, communicating, delivering, and exchanging offerings that provide value.

Simply put, marketing is the strategy behind promoting a product or service to drive sales, covering areas like advertising, PR, branding, and market research.

What Is Advertising?

The AMA defines advertising as “the placement of announcements and messages… to inform or persuade a target audience.”

In short, advertising is paid media used to promote a product, service, or brand — like billboards, TV spots, or online ads — and professionals focus on choosing where and how those messages appear.

What Is Public Relations?

According to the Public Relations Society of America (PRSA), public relations is “the strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Put simply, PR is about earning media attention and shaping public perception through tools like press releases, events, influencer outreach, and media pitching.

 

Necessary Skills

Skills needed in these fields vary by role, but many positions call for a strong mix of communication, technical, and interpersonal abilities. Below are key competencies employers commonly seek:

Communication & Storytelling Skills

  • Strong written and verbal communication
  • Ability to project confidence and competence to clients
  • Storytelling skills — crafting compelling narratives
  • Presentation and public speaking skills
  • Customer service and client relations skills

Technical & Digital Skills

  • Proficiency in tools such as Adobe Acrobat Professional, Photoshop, MS Excel, PowerPoint, MS Word, Outlook, and Cision (for PR roles)
  • Social media management experience
  • Design experience and a portfolio (for creative roles)
  • Basic understanding of SEO and digital analytics
  • Research and data analysis skills (especially for market research roles)

Strategic & Analytical Thinking

  • Critical thinking and problem-solving abilities
  • Research-driven approach to campaigns and content
  • Engagement with current trends in media, marketing, and pop culture

Interpersonal & Professional Skills

  • Collaboration and teamwork
  • Self-motivation and a results-driven mindset
  • Ability to adapt in fast-paced, ever-changing environments
  • Cross-cultural competence and audience awareness

Organizational & Project Management Skills

  • Attention to detail and accuracy
  • Strong organizational habits
  • Time management and ability to meet deadlines
  • Experience or skills in project management
  • Basic budgeting or financial literacy (for account/media planning roles)

Student Skill-Building Checklist

Start developing core marketing, advertising, and PR skills today!

Communication & Storytelling

▢ Write for a student publication or start a personal blog
▢ Practice public speaking or join a presentation-based group
▢ Create content on platforms like Instagram, LinkedIn, or TikTok

Digital & Design Skills

▢ Learn Canva, Adobe Creative Suite, or Figma through online tutorials
▢ Build a digital portfolio or personal website
▢ Take free online courses or certifications (LinkedIn Learning)

Research & Strategy

▢ Analyze a brand or campaign you admire and write a mini case study
▢ Explore trend reports, ad campaigns, or PR examples in Ad Age, PR Week, or Marketing Brew
▢ Join a case competition or virtual challenge

Professional & Interpersonal Skills

▢ Join a student org and take on a marketing or outreach role
▢ Volunteer to help a nonprofit or campus group with social media or event promotions
▢ Schedule an informational interview with a marketing, PR, or advertising professional

Organization & Project Management

▢ Plan and promote an event or initiative for a group or class
▢ Use tools like Trello, Notion, or Google Workspace to manage a personal or group project
▢ Set personal deadlines for creative or content projects to practice time management

What to do Now to Prepare

Enhance your skill set and gain practical experience with these activities, available to undertake independently at your own pace.

Micro-Internships

  • Parker Dewey: Engage in short-term, paid, professional assignments through Parker Dewey's micro-internships. These projects allow you to apply classroom knowledge to real-world challenges and build relevant experience in your field. Note: If you are an international student, it is likely that you will need some type of work authorization. Please visit the International Center to see if you are qualified for OPT/CPT before starting the internship

Virtual Work Experience

  • The Forage: Participate in free, virtual work experience programs offered by leading companies. These experiences are designed to simulate real-world tasks and help you understand daily activities in marketing, advertising, and PR roles.

Free Online Courses

Connecting with Professionals

Developing connections with industry professionals can provide valuable insights and guidance as you navigate your career in marketing, advertising, or public relations. Here are some resources and strategies to help you build and nurture your professional network:

Networking Resources

  • University Career Center Resources: Explore networking guides and opportunities provided by the University Career Center.
  • UCAN (University Career Alumni Network): Utilize UCAN to connect with U-M alumni who have volunteered to share their career experiences with current students.
  • Networking on LinkedIn: Learn how to effectively network on LinkedIn to expand your professional connections.

Campus Resources

  • Student Organizations: Joining a student organization is an ideal way to gain inside knowledge of your field and develop key skills.
  • Role-Specific Opportunities:
    • Explore clubs listed on Maize Pages to identify opportunities that align with your interests.

Curricular Preparation

LinkedIn Groups

  • Participate in LinkedIn Groups: Joining LinkedIn groups offers a way to engage with industry professionals, participate in discussions, and ask questions. Consider groups like:
Internship and Job Search Essentials

Understanding Hiring Timelines in Marketing, Advertising, and PR

When should you start looking for jobs and internships in marketing, advertising, or PR? Here’s what you need to know:

  • Job Hiring Timelines:
    • Spring is Key: Many firms do their main hiring in the spring. Unlike structured industries, marketing and PR agencies often hire based on current needs, so they might not know what positions they'll have for a May start date until closer to that time.
    • Fall Opportunities: Larger organizations, especially those with structured recruitment processes, might hire as early as the fall. Keep an eye out for these opportunities if you're interested in big companies.
  • Internship Timelines:
    • Early Birds: Some companies start looking for summer interns as early as late summer or fall of the previous year. If you're aiming for a competitive internship, start early!
  • Continuous Opportunities:
    • Anytime, Anywhere: Marketing, advertising, and PR roles pop up throughout the year. Opportunities can arise at any time, so it's important to stay ready and keep checking for openings.
  • Stay Updated:
    • Regular Checks: Make a habit of visiting job boards and company websites you’re interested in. Networking with people in the industry can also give you a heads-up on potential openings before they’re advertised.

Keep these timelines in mind to stay ahead in your job and internship searches.

Job Boards

These platforms feature a wide variety of roles, including marketing, advertising, and PR positions but are more general:

  • Handshake: University-focused job board connecting students with employers.
  • LinkedIn: Professional networking platform with job listings and networking opportunities.
  • Indeed: Extensive job search engine with listings across various industries.
  • WayUp: Focused on internships and entry-level positions for students and recent graduates.
  • Idealist: Specializes in roles within nonprofit organizations, including marketing and communication opportunities.

These job boards specialize in marketing, advertising, and PR roles and opportunities:

Typical Entry-Level Jobs

Common Entry-Level Jobs in Marketing, Advertising & PR

Marketing

  • Marketing Coordinator
    Supports campaigns, tracks metrics, and assists with promotions and content.
  • Digital Marketing Assistant
    Helps manage email campaigns, social media, and website updates.
  • Social Media Coordinator
    Creates, schedules, and analyzes content across social platforms.
  • Content Marketing Assistant
    Writes blog posts, newsletters, and web copy to support brand awareness and SEO.
  • Email Marketing Specialist
    Designs and sends email campaigns, tracks open rates and engagement.

Advertising

  • Account Coordinator
    Supports the client relationship side of an agency, helping with scheduling, briefs, and deliverables.
  • Media Assistant / Media Buyer Trainee
    Assists with researching, planning, and purchasing ad space across platforms.
  • Production Assistant
    Helps manage timelines and assets for creative ad projects.
  • Traffic Coordinator
    Ensures all ad materials are delivered on time and according to spec.

Public Relations

  • PR Assistant / PR Coordinator
    Supports press outreach, media list building, event coordination, and reporting.
  • Communications Assistant
    Draft press releases, social media posts, newsletters, and other external communications.
  • Influencer or Community Coordinator
    Supports outreach to influencers, partners, or local communities on behalf of a brand or agency.

Related/Hybrid Roles to Explore

  • Brand Ambassador (Campus or Part-Time)
    Promotes a brand on campus or social media, often paid or for perks.
  • Marketing Analyst (Junior)
    Works with data to evaluate campaign performance and audience behavior.
  • Events or Experiential Marketing Coordinator
    Supports planning, logistics, and promotions for brand events or activations.

Keywords to Use When Searching for Jobs & Internships:


General Titles

  • Marketing Intern / Assistant / Coordinator
  • Communications Intern / Assistant / Coordinator
  • PR Intern / Public Relations Assistant
  • Advertising Intern / Assistant / Coordinator
  • Brand Ambassador
  • Media Intern / Media Assistant
  • Creative Intern / Content Intern

Specialized Areas

Digital Marketing

  • Digital Marketing
  • Social Media
  • Paid Media
  • SEO / SEM
  • Email Marketing
  • Influencer Marketing
  • Content Marketing

Creative

  • Graphic Design
  • Copywriting
  • Content Creation
  • Brand Design
  • Visual Design
  • UX Writing

Analytics / Strategy

  • Marketing Analytics
  • Consumer Insights
  • Market Research
  • Data & Insights
  • Brand Strategy
  • Growth Marketing

Media & Advertising

  • Media Planning
  • Media Buying
  • Account Management
  • Advertising Sales
  • Creative Strategy
  • Campaign Management

Public Relations / Communications

  • Public Relations
  • Strategic Communications
  • Corporate Communications
  • Crisis Communication
  • Event Planning
  • Press / Media Relations 

Helpful Modifiers to Pair With Any Search

  • Intern
  • Coordinator
  • Assistant
  • Trainee
  • Specialist (for full-time)
  • Entry Level
  • Junior
  • Remote (if applicable)
  • Summer / Fall / Spring / Paid

Example Searches:

  • "Social Media Intern Remote"
  • "Marketing Coordinator Entry Level"
  • "Public Relations Assistant Paid Internship"
  • "Advertising Account Trainee New York"
  • "Brand Strategy Internship Summer 2025"

 

Industry Trends

Stay Informed About Trends:

  • To be a great candidate, stay updated on industry trends. Here are some go-to sources:
    • AdWeek: Offers insights and news in advertising and media.
    • PRWeek: Focuses on public relations industry insights.
    • Mashable: Covers digital culture, technology, and social media trends.
    • Ad Age: Provides news about marketing and media communities.
    • Digiday: Discusses developments in digital media and marketing.
    • MarketingProfs: Provides resources, articles, and podcasts on marketing strategies.
    • Think with Google: Offers insights and research from Google.
    • HubSpot Blogs: Focuses on marketing strategies, particularly in digital and content marketing.
  • Social Media Engagement:
    • Follow social media influencers in marketing, advertising, and PR on platforms like Twitter and LinkedIn.
    • Stay updated on social media platform changes with Social Media Examiner.

Know the Field:

By engaging with these resources and staying informed, you'll be well-equipped to navigate the dynamic landscape of marketing, advertising, and PR.