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In focus: Marketing communications
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Photo © Joanne S. Lawton
In Focus is an occasional, ongoing series that outlines a particular career via a Q&A-style interview with someone who has been in the industry for at least 10 years.
Name: Becky Sheetz-Runkle
Title: Vice President, Client Services
Organization: Q2 Marketing
Number of Years in the Industry: 15 years
Heather Huhman: Please describe a “day in the life” in marketing communications for an entry-level practitioner.
Becky Sheetz-Runkle: From the perspective of working for a marketing agency, there’s a great deal of variation that can run the gamut from account management to creative to administration. I’ll focus on the account management, or the client services side. Generally, entry-level practitioners would support this group. Depending on the agency and the tier of client, this can include industry research, preparing client reports and clippings, building matrixes for speaking opportunities and awards, and conducting industry intelligence. The vast majority of this time would be billable to the client.
But, it will most certainly include client interfacing. Many agencies put their junior people in account coordinator and eventually manager roles. This requires a willingness and dedication to get the job done, ability to coordinate with the creative team, and it requires a thick skin. It also requires creative problem solving and sensitivity to clients’ needs.
A typical day will include one or more client meetings or conference calls, responding to clients’ needs, some of which are more urgent than others, and playing a role in ensuring deliverables are on schedule. It may include facilitating with third-party vendors, like mailing houses and advertising specialty vendors. It may include participation in a creative brainstorming session, as well as bringing writing skills into play. For the entry-level individual, these are all opportunities to learn and get better. Nobody knows it all when they begin.
HH: What skills/knowledge are expected of entry-level professionals in marketing communications? Also, is an advanced degree recommended, or is a Bachelor’s degree acceptable, and why?
BSR: A Bachelor’s degree is the norm in the fields of communications, marketing, business or in my case, history and political science. What matters is that you can communicate effectively, are organized and are the kind of even-keeled person who can interface with clients and your internal team. This point is important because interfacing with clients is a specialized skill that gets honed with practice and experience, but it’s not for everyone. Other skills are a healthy attitude, ability to listen and understand what the client is communication and an ability to move quickly to put out fires. The ability to build trust and relationships with clients and co-workers makes an exceptional client services person.
HH: What can an entry-level job candidate do, say, prove, etc. during an interview to impress you enough to move to the next stage of the hiring process?
BSR: They need to be able to multitask and move quickly, and many times this will come through in an interview. They need to be able to learn quickly, and as they go. If they are uncomfortable and pressured during a basic interview, that is telling. They also need to be very good communicators, articulate and organized in both their presentation of themselves and any relevant materials they might bring with them, such as a résumé, writing samples, letters of recommendation, etc.
As with all jobs, presentation is critical. If the candidate is disheveled and not tidy for an interview, that’s the same presentation that will be seen by a client, and it’s a confidence buster.
HH: While this varies depending on location and organization size, what might an entry-level practitioner in marketing communications expect in terms of salary range?
BSR: If the candidate is directly out of college, the mid-$30Ks is probably about right. But, with a couple of years of experience, the low- to mid-$40Ks is more of the norm.
HH: What advice do you have for students or recent graduates looking to “break into” marketing communications?
BSR: Working in an agency is hard work and requires long hours. But, it is extremely rewarding. If you’re smart, capable, work hard, get along well with others and communicate and write effectively, you can do it. Many people who work in marketing management have an extensive network, which means they start with who they know, but there are still opportunities.
HH: Do you have any personal anecdotes of the best and worst entry-level practitioners you’ve come in contact with over the years?
BSR: Most people new to the industry have a willingness to learn and to pitch in and do their best. I don’t have any horror stories. If they have decent supervisors and mentors to help shape them, they learn from their mistakes and get better.
HH: Please describe the current job market for entry-level professionals in marketing communications.
BSR: Since the role that I’ve described consists primarily of billable hours, there’s good opportunity here. There are opportunities with small, boutique firms that specialize in a particular industry and larger, full-service shops.
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