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So You Want to Be a... Media Planner
Media planners fill a niche role within public relations firms and advertising agencies. They determine what media format, from print to radio to internet, will be the most effective for a given campaign. From there, they work with media outlets, from the owners of billboards to the television station ad salespeople, to buy the media space the campaign needs. In addition to the skills media planners need to make crucial judgment calls about media formats, they also need the skills to handle people and tasks so that relationship with media outlets are effectively managed throughout the entirety of campaigns.
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What Kind of Degree Can Prepare You to Work as a Media Planner?
As is the case with many other jobs with public relations firms or advertising agencies, a degree in marketing, communications, or advertising is excellent preparation for a job as a media planner. Courses in marketing with a specific focus in marketing across different forms of media can be especially helpful. Degrees in marketing, communications, or advertising are available at all levels, from the associate's degree level through the advanced degree level. Higher level degrees can prepare you to take a position as a media planner right away, whereas associate's or bachelor's degrees are more likely to land you a position from which you can work your way up to becoming a media planner. A marketing or communications focus within a related degree program, such as business management, can also be excellent preparation for a career as a media planner.
Where do Media Planners Find Work?
Most media planners work for advertising agencies or public relations firms, but there are a limited number of openings for media planners, and the field is accordingly highly competitive.
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