Advertising and PR jobs in radio will involve commercial broadcasting stations providing for either a community or nationwide audience. There are a large number of community radio stations in Canada, some broadcasting in French and others in English, but all giving a unique and personal service. Radio marketing executives perform a crucial PR function by publicizing the products and services of local and national broadcasters, increasing brand loyalty and attracting advertising revenue in a creative manner.
A career in broadcasting as a marketing executive has no set entry route, but marketing qualifications, such as a degree and also some experience in the field, are expected by employers. A previous PR position in communications is a help, unless an applicant is taken on as a trainee at entry level in order to gain knowledge and experience. Hands-on experience and a strong interest in broadcasting demonstrated in student or hospital broadcasting is also expected. Important personal skills are originality and creativity, excellent writing skills, self-motivation, tenacity and IT and research skills.
Salaries for these popular positions at entry level are similar to those in advertising and PR as a whole, at around C
$30,000, and can rise with promotion to a high level at major broadcasting stations.