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COMMUNICATION AND CAREERS
Information now functions as the core of the American economy and labor force. In the last century the economy has shifted from an agricultural base to an industrial and service economy and not to an information-based economy. More than 50% of the U.S. gross national product is attributable to the development of data, exchange of information, and manipulation of ideas and the transfer of numbers. Over 50% of the labor force is engaged in management and manipulation of information.
In the "Information Age" of the 21st Century, a degree in communication can open a great number of career doors. Increasingly, we see a wide variety of job descriptions across professional disciplines which list competence in communication as the highest priority. An essential goal for us is to help you develop these very important communication skills. In addition, we try to provide an educational base for our majors and minors for specific careers requiring competencies in oral and written communication and in interpersonal and managerial communication.
According to the National Communication Associations publication, Pathways to Careers in Communication, eleven fields seem highly attractive to our graduates. Of course, all careers and professions require excellent communication skills in order to advance to positions of leadership, and the courses we offer may have slightly different names on our different campuses. Nevertheless, most of our graduates find careers in Business, Law, Medicine, Education, Government, Media, Public Relations and Advertising, Arts and Entertainment, Social and Human Service, High Technology Industries, and. International Relations and Negotiations.
Communication graduates are employed as public relations consultants, personnel managers, political campaign directors, management analysts, teachers, counselors, lawyers, ministers, human resource specialists, and marketing representatives. We offer students a discipline widely suited to today's uncertain job market. National placement studies reveal that communication majors are finding jobs with reasonably high job satisfaction and above average pay rates, and that their rate of promotion is significantly faster.
Many colleagues, administrators, students, parents, decision-makers and members of the general public are interested in the types of careers graduates of the California State University communication departments pursue.
Every year the National Association of Colleges and Employers conducts a national survey of employers to find out what they're looking for in job candidates.
In January 2005, NACE reported on the top 12 important candidate qualities and skills:
1. Communication skills
2. Honesty/integrity
3. Interpersonal skills
4. Strong work ethic
5. Teamwork skills
6. Analytical skills
7. Motivation/initiative
8. Flexibility/adaptability
9. Computer skills
10. Detail oriented
11. Leadership skills
12. Organizational skills
In year 2003, the survey results showed the Top 10 Qualities/Skills Employers Seek:
1. Communication skills (verbal & written)
2. Honesty/integrity
3. Teamwork skills (works well with others)
4. Interpersonal skills (relates well to others)
5. Motivation/initiative
6. Strong work ethic
7. Analytical skills
8. Flexibility/adaptability
9. Computer skills
10. Organizational skills
In year 2000, the results showed the Top 10 Personal Qualities Employers Seek
1. Communication skills
2. Motivation/initiative
3. Teamwork skills
4. Leadership skills
5. Academic achievement/GPA
6. Interpersonal skills
7. Flexibility/adaptability
8. Technical skills
9. Honesty/integrity
10. Work ethic*
10. Analytical/problem-solving skills*
* Tie
In 1997 the results showed employers were looking for the following, in the order listed:
* Interpersonal Skills
* Teamwork Skills
* Analytical Skills
* Oral Communication Skills
* Flexibility
* Computer Skills
* Written Communication
* Leadership
* Work Experience
* Internship
* Co-op Experience
In 1994 and 1995 the top five skills, in rank order, were:
* Oral Communication Skills
* Interpersonal Skills
* Teamwork Skills
* Flexibility
* Analytical Skills
In 1993 the top five skills, in rank order, were:
* Proficiency in field of study
* Oral Communication Skills
* Interpersonal Skills
* Teamwork Skills
* Analytical Skills
The survey over the years clearly shows that the kinds of skills developed by Communication majors are highly valued by all kinds of employers. Courses and activities in this department both teach and make use of all five of the skills ranked at the top of the list since 1994, and four out of the top five in 1993.
Careers in the Field of Communication
When investigating a possible career in communication, it is important to know the possible positions available in the field, potential career opportunities, and educational offerings available at the school you choose.
The discussion in this section describes some of the careers and jobs available. These careers and jobs originally were derived from a survey of communication graduates from 16 colleges and universities.18 That list has been supplemented with other jobs clearly in the speech communication field. In this ever-changing economy, there are job titles and descriptions which are not included but which might open up for the communication graduate with the right skills, knowledge, and experience.
Not all colleges and universities offer all of the subjects listed for each
career area. In addition, many colleges have general education requirements
(that all students must take, regardless of major) which may prevent a student
from taking all of the subjects listed.
ADVERTISING
According to Bruce Vandenburg of Michigan State University, “Advertising is a field that demands good oral and written communication skills. Someone who plans a career in advertising should be a people person.” 19 Obtaining a degree in advertising includes learning about the research involved in developing advertising strategies, how advertising campaigns are produced, how marketing plays into advertising, and, of course, related computer skills.
Vandenburg projected that advertising will be one of the top growth career areas for the year 2000 and beyond. There should be a high demand for new graduates. This growth appears to be based on the role of advertising as it relates to new electronic, computer-based technologies, including the Internet and CD-ROM.
Advertising programs are typically housed with journalism or mass communication departments, although they may be a part of a communication or business program.
Careers in advertising include: advertising or marketing specialist, copy writer, account executive, sales manager, media planner, media buyer, creative director, media sales representative, and public opinion researcher.
Communication subjects that can enhance an advertising career include: marketing,
copy writing, research methods, persuasion, advertising and society, mass media,
interpersonal communication, mass media law, media production, public speaking,
and small group communication.
COMMUNICATION EDUCATION
Communication educators are hired at all educational levels—elementary and secondary schools, community colleges, colleges and universities. Most communication faculty members are found at the collegiate level.
To teach communication in an elementary or secondary school you need to obtain certification. Each state has its own regulations, but almost all require a minimum of a bachelor’s degree in the field you will be teaching.
Becoming an instructor at the college level usually requires a doctoral degree, though some community colleges will hire a candidate with a master’s degree. Community colleges tend to prefer graduates who have a general communication degree so they can teach a variety of courses. Four-year institutions, especially research and graduate level universities, prefer candidates trained in a specific area, such as organizational communication, rhetoric and public address, or interpersonal communication.
One question often asked by students is, “What are the job opportunities at the college level for teaching communication?” According to a study, “more than 80 percent of those institutions currently advertising for new faculty to fill communication positions prefer or demand the Ph.D. However, only half the number needed to fill those vacancies will be available in the years ahead. . . . These trends will be more severely felt in the communications discipline than in many other academic fields, because Ph.D. production in communication per undergraduate to be served has been declining steadily for a number of years.”20
Careers in communication education include: language arts coordinator, high school speech teacher, forensics/debate coach, drama director, college or university professor, and speech communication department chairperson.
Communication subjects that can enhance a career in communication education
include: oral communication, public speaking, interpersonal communication, introduction
to media systems, communication theory, research and methodology in communication,
communication in the classroom, cross-cultural communication, teaching the language
arts, linguistics, sociolinguistics, developmental communication, nonverbal
communication, small group communication, oral interpretation and performance
studies, forensics, family communication, conflict resolution, argumentation,
ethics of communication, rhetorical theory and criticism, listening, discussion,
and persuasion.
ELECTRONIC MEDIA/RADIO-TELEVISION/BROADCASTING
The field of broadcasting is going through a period of rapid change. One of the trends is the combination of radio and television with computers and interactivity. Even the title of the field is shifting from the present emphasis on broadcasting to electronic media, according to Louisa A. Nielsen of the Broadcast Education Association.21
It is further anticipated that there will be a major job shift in the field from radio and television positions to non-broadcast video. Non-broadcast video includes the activities of corporations, health care centers, and educational organizations in producing newsletters, training materials, videos, commercials, and educational materials. Careers will encompass not only performance, but technical skills, including video graphics. Students will need to be thoroughly trained in the use of media.22
Often considered to be a glamour industry because of the attention given to electronic broadcasters—network newscasters and talk show hosts—the radio-television field actually has more jobs off-camera and off-microphone than on-air. Many of these technical, sales, and administrative positions pay as well or better than those held by performers.
Those interested in on-air performance should be aware that many of the jobs are in small or rural communities at local stations and in independent production facilities, rather than with the networks. It is fairly common for performers to find their first job at one of the small broadcasting or production sites. Initial pay is often low or even unpaid as volunteer work or internships. Even at that, competition for jobs is often high.
Undergraduate and graduate enrollments in electronic media are increasing. Electronic media/radio-television/broadcasting programs can be found in departments with such diverse names as Communications, Mass Media, Mass Communication, and Radio-Television-Film.
Careers in electronic media/radio-television/broadcasting include: broadcasting station manager, director of broadcasting, film/tape librarian, community relations director, unit manager, film editor, news director, news writer, transmitter engineer, technical director, advertising sales coordinator, traffic/ continuity specialist, media buyer, market researcher, actor, announcer, disc jockey, news anchor, public relations manager, comedy writer, casting director, producer, business manager, researcher, account executive, floor manager, and talk show host.
Communication subjects that can enhance a career in electronic media/ radio-television/broadcasting
include: oral communication, public speaking, print communication, interpersonal
communication, introduction to mass communication, media research, studio and
field production and direction for television/radio/film, script writing, editing,
persuasion, nonverbal communication, media performance, oral interpretation,
public relations, listening, media theory, media criticism, advertising, media
law, communication ethics, campaigns, interviewing, and acting.
JOURNALISM (Print or Electronic)
Journalism involves researching and gathering information and communicating it to the public through writing, speaking, visual, or electronic means. Collegiate enrollment in journalism programs remains fairly steady. Approximately 50 percent of journalism graduates find employment in the field within six to eight months after completing their undergraduate degree.
Careers in journalism include: reporter, editor, newscaster, author, copy writer, script writer, publisher, news service researcher, technical writer, acquisitions editor, media interviewer, and talk show host.
Communication subjects that can enhance a career in journalism include: interviewing,
oral communication, public speaking, print communication, interpersonal communication,
editing, persuasion, nonverbal communication, oral interpretation, listening,
media theory, media criticism, advertising, media research methods, media law
and ethics, acting, radio-television production, and announcing.
PUBLIC RELATIONS
Public relations typically involves managing the public image of an organization or an individual. According to Carl Botan of Purdue University, the field has been growing at a fast rate because (1) the information society allows the reaching of specialized audiences which opens up the public relations field to new and ever-expanding approaches, and (2) public relations has been strongly affected internationally by changing economic structures. It is expected that employment trends will continue to rise as the conception of public relations continues to broaden into areas of international communications and training and development.23
Botan advises anyone planning to enter the field to be aware that “effective writing is absolutely a critical skill.” And with the advent of video newsletters and video production as an important aspect of public relations, a background in media production is a necessity for career planning in this area.
This academic major can be found in a journalism, mass communication or communication department. It is sometimes housed in the business school.
Careers in public relations include: publicity manager, advertising manager, marketing specialist, press agent, lobbyist, corporate public affairs specialist, account executive, development officer, fund raiser, membership recruiter, sales manager, media analyst, media planner, creative director, audience analyst, news writer, and public opinion researcher.
Communication subjects that can enhance a career in public relations include:
business and professional communication, public speaking, print communication,
interpersonal communication, introduction to media systems, organizational communication,
media production, listening, interviewing, ethics of communication, persuasion,
visual communication, and nonverbal communication.
THEATRE/PERFORMING ARTS/DRAMATIC ARTS
Theatre, along with mass media, is considered a glamour industry. Some individuals who are interested in entering into a career in the theatre perceive it as a pathway to becoming a “star.” Although stars do exist, the majority of people in the field do not reach that level. Successful careers as performers may be had by people who recognize that there are opportunities outside of New York and Los Angeles. There are professional, community, and educational theatres operating throughout the country.
In planning for a career in the theatre keep in mind that individuals who were “stars” in their community or high school productions, will be competing with others who have had similar experiences. The jobs are few, the competition intense. It takes a great deal of dedication, along with talent, to become a successful performer.
It should also be kept in mind, when thinking about a career in drama, that there are off-stage jobs in areas such as theatre management, instruction, technical and production positions.
Degree programs in theatre/performing arts/dramatic arts are sometimes found in a communication department, but more often they are housed in a theatre or performing arts department. Depending on the institution, the focus of the program may include: theatre history/literature, acting, stage speech, stage movement, design, directing, makeup, costuming, theatrical/arts criticism, and theatre/stage management.
Careers in theatre/performing arts/dramatic arts include: performing artist, script writer, producer, director, arts administrator, performing arts educator, costume designer, scenic designer, lighting designer, theatre critic, makeup artist, stage manager, model, theatre professor, and casting director.
Communication subjects that can enhance a career in theatre/ performing/dramatic arts include: theatre criticism, arts management, acting, directing, lighting design, designing for the stage, costume design, theatre appreciation, history of the theatre, oral communication, public speaking, and nonverbal communication.
Careers in Fields Related to Communication
Knowledge of communication can be beneficial to any career. If you enjoy studying
communication, but do not plan on pursuing it as a career, consider taking as
many communication courses as you can fit into your elective selections. If
your school permits it, you might choose to double major or minor in communication.
Here are some career fields and occupations in which communication is important.
BUSINESS
It is well recognized that communication plays a vital role in the functioning of any government, business, or industrial organization. A national study indicates that the essential skills needed by a competent employee to get a job and to succeed and be promoted are primarily communication skills.24
Careers in business and communication include: sales representative, executive manager, personnel manager, public information officer, industrial and labor relations representative, negotiator, director of corporate communication, customer service representative, newsletter editor, communication trainer, human resources manager, mediator, and buyer. (Also see Law, Media, and Public Relations and Advertising.)
Communication subjects that can enhance a business career include: public speaking,
interpersonal communication, introduction to mass media, business and professional
communication, organizational communication, small group communication, interviewing,
and listening.
EDUCATION
A teacher of any subject has to effectively organize and deliver material to students. Communication skills are necessary to facilitate comprehension and understanding no matter whether the subject is math, science, reading, or English. Great teachers are great communicators. Besides teaching, there are other education-related careers.
Careers in education include: teacher (elementary and secondary), school counselor, educational researcher, audiovisual specialist, educational administrator, school/university information specialist, director of college news, director of a collegiate information center, educational tester, development officer, educational fund-raiser, alumni officer, college placement officer, college admissions director, and college recruiter.
Communication subjects that can enhance an education career include: oral communication,
public speaking, interpersonal communication, introduction to media systems,
communication theory, communication research methods, communication in the classroom,
intercultural communication, teaching the language arts, linguistics, sociolinguistics,
nonverbal communication, small group communication, performance studies, forensics,
family communication, conflict resolution, argumentation, communication ethics,
rhetorical theory and criticism, listening, persuasion, and communication disorders.
GOVERNMENT/POLITICS
Communication skills are essential to address the issues that challenge political leaders and our systems of government. Communication is the basis for gaining understanding between people, discussing similarities and differences, and settling disputes.
Communication and government/political-related careers include: public information officer, speech writer, legislative assistant, campaign director, research specialist, program coordinator, negotiator, lobbyist, press secretary, and elected official.
Communication subjects that can enhance a government career include: public
speaking, journalism, interpersonal communication, introduction to media systems,
mass communication, communication theory, communication research methods, organizational
communication, argumentation and debate, rhetorical theory and criticism, political
communication, persuasion, media performance, listening, communication ethics,
performance studies, and acting.
HIGH TECHNOLOGY INDUSTRIES
The link between computerization and communication has become the subject of extensive research by communication specialists. Many departments of communication offer a specialization in information sciences, human information theory and processes, or communication technologies, often dealing with communication by computer, compressed video, and teleconferencing.
Careers in technology and communication include: trainer for communication technologies, closed circuit television producer/director, systems analyst, technical copywriter, language specialist, speech synthesizer, cognition researcher, audio and visual computer display specialist, and performance assessor.
Communication subjects that can enhance a high technology career include: oral
communication, public speaking, interpersonal communication, introduction to
media systems, communication research methods, communication theory, listening,
communication ethics, and organizational communication.
HEALTH CAREERS
Communication is a key tool that health care providers must use in dealing with clients and patients to prevent illness, diagnose disease, and manage treatment and patient care. It is necessary for developing and maintaining trust between provider and client, their families, and other health care providers.
Equally important in health careers is the use of communication to educate and train a population in healthy behaviors such as nutrition, sexual health, and family planning.
Careers in health and communication include: health educator, school health care administrator, medical grants writer, hospital director of communication, clinic public relations director, health communication analyst, research analyst, medical training supervisor, communications manager for federal health agencies, health personnel educator, medical center publications editor, hospice manager, drug rehabilitationist, health care counselor, activities director, marketing director, and health facility fund raiser.
Communication subjects that can enhance a health career include: health communication,
interpersonal communication, family communication, interviewing, business and
professional communication, public speaking, research methods, small group discussion,
conflict resolution, public relations, listening, nonverbal communication, persuasion,
and communication ethics.
INTERNATIONAL RELATIONS AND NEGOTIATIONS
International relations and negotiations are communication-centered. Understanding the effect of internationalism and how it affects communication is fundamental to dealing with others in the world arena. In an increasingly diverse world economy, essential communication skills are: problem-solving, speaking, listening, writing, and the abilities to analyze information and interact among multiple cultures.
Careers in international relations and negotiations include: on-air international broadcasting talent, corporate representative, translator, student tour coordinator, diplomat, foreign relations officer, host/hostess for foreign dignitaries, and foreign correspondent.
Communication subjects that can enhance an international relations/negotiations
career include: intercultural communication, international communication, nonverbal
communication, public speaking, interpersonal communication, introduction to
mass communication, communication theory, language and social interaction, public
relations, political communication, and conflict resolution and negotiation.
LAW
Law is a profession which is essentially about communication. It involves establishing meaning and community through language. With a field so steeped in verbal and nonverbal skill requirements, a background in communication can serve as an effective beginning to a career in law. Communication training, or a degree in communication, can be useful for admission to law schools, as well as providing skills for use after law school. It is also valuable to paralegals and legal secretaries.
Careers in law and communication include: public defender, corporate lawyer, district attorney, public interest lawyer, private practice lawyer, legal researcher, mediation and negotiation specialist, paralegal researcher, legal secretary, legal reporter, and legal educator.
Communication subjects that can enhance a legal career include: public speaking,
interpersonal communication, legal communication, media law, media regulation,
argumentation and debate, listening, small group communication, conflict resolution
and negotiation, persuasion, interviewing, communication ethics, nonverbal communication,
performance studies, and acting.
SOCIAL AND HUMAN SERVICES
The way human services are communicated can affect how people use and evaluate those services. Social workers, counselors, and other similar professionals must be effective communicators.
Careers in social and human services include: public administrator, social worker, recreational supervisor, human rights officer, community affairs liaison, park service public relations specialist, philanthropic representative, religious leader, and mental counselor.
Communication subjects that can enhance a social services or human services career include: public speaking, business and professional communication, interpersonal communication, introduction to media systems, family communication, discourse analysis, cross-cultural communication, organizational communication, listening, relational communication, small group communication, communication ethics, crisis communication, and nonverbal communication.
INTERNSHIPS
Dr. Richard Ullmann, Coordinator (278-2202; SA-35; richu@csufresno.edu)
Internships are offered to majors who plan to pursue a professional career in government, business, social services, industry, and related institutions. The program is designed to provide learning experiences in settings outside the classroom. Developed for students who have completed most of their course work, internships offer work experiences where principles of communication are applied to "real world situations." Internships are designed to be beneficial to both students and client organizations. Students who apply for internships must be majors with a 3.0 grade point average. Acquisition of an internship is generally done in much the same way that an initial job is obtained. Potential interns provide agencies with resumes and a letter or phone call indicating their interest. An interview is then set up to determine mutual goals and activities for the agency and student. Upon obtaining an internship, each student works closely with an agency staff member who acts as internship supervisor. The time spent by the intern usually involves from 8 to 12 hours of work per week for the semester. Periodic reports of the intern's work are made by the supervisor to the internship coordinator in the Communication Department. Final grades are determined from these reports. Interns from the Department of Communication have been placed with a number of professional organizations, and these placements have sometimes led to full employment upon graduation.
LINKS
Fresno State Department of Communication
Western States Communication Association
National Communication Association
