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Public Relations/Advertising

The study of public relations/advertising prepares students to be effective and ethical communicators in a variety of media.

Sharon shares how she got started and why she loves this field.

Career Fields

Account management

  • Advertising agencies client services: general or specialty
  • Brand manager for corporate advertising department
  • Marketing and consulting companies
  • Smaller agencies or freelance/self-employed: multiple roles
  • Website marketing director

Strategies: Intern in several diverse agencies; develop a portfolio; join and take leadership in student professional organizations such as Duquesne Advertising Club and PRSSA; consider a certificate in Business; get experience in sales working at the Duke or local radio station; learn to manage multiple priorities and deadlines.

Creative Services

  • Art Director for an agency
  • Creative director in an agency or marketing firm
  • Copywriter
  • Research and development
  • Web design
  • Graphic design

Strategies: Develop art and design skills; intern in the creative services departments of several diverse agencies; develop a strong portfolio of writing, graphics and ideas; join student professional organizations such as Advertising Club and PRSSA; volunteer to develop materials for community and non-profit organizations; work with college magazines, radio and TV; learn to sell your ideas and take feedback and criticism; take a technical writing course.


  • Advertising/sales departments of newspapers and magazines
  • Website advertising departments of companies
  • TV and radio sales departments
  • Internet marketers
  • Direct marketing to customers via mail, email, radio, and TV
  • Government agency publicity and media affairs

Strategies: Write for the Duquesne Duke or Duke TV; get experience in media sales working at the Duke or local radio station; intern with local media including TV, radio, newspapers and magazines; develop excellent communication and negotiation skills; build confidence and assertiveness; cultivate high energy and motivation; join and take leadership roles in student organizations.

Public Relations

  • Various roles in a public relations firm
  • Risk and crisis communication for a company or organization
  • Media director for legislative representative or political campaign
  • Fundraising for non-profits and educational institutions
  • Labor relations in corporation
  • Consumer affairs departments of government agencies
  • Event planning and promotions

Strategies: Intern with PR and Ad agencies; write copy for promotions and PR of student organizations; get involved in event planning for student groups and a community volunteer; develop excellent communication and diplomatic skills; be willing to work under  pressure and at unscheduled times; perfect your public speaking and writing skills; be prepared to speak to “unfriendly” audiences and the press with poise and confidence; cultivate high energy and motivation; join and take leadership roles in student organizations.

Public Affairs

  • Government agencies (federal, state, local)
  • Corporate government relations departments
  • Tourism councils and chambers of commerce
  • Community affairs for professional, sports, and charitable organizations
  • World affairs, political and non-governmental organizations such as lobbyist groups
  • Researcher for legislators or community action committees

Strategies:  Intern with government agencies; participate in community action groups; volunteer in political campaigns in publicity areas; consider a minor or take coursework in Political Science or International Relations; work for election campaigns or legislators; develop strong research and writing skills; build excellent writing and communication skills.