www.graduateopportunities.com >> industry snapshots 85


communications media &


Overview The large and diverse media and communications industry is central to the Australian economy. The industry covers a range of occupations and media, including: radio, television and film; print media; internet content development; advertising; public relations; speech writing; and creative arts and design.


Growth in media and communications is heavily influenced by technological change and cultural/social factors. Demographic changes, government policy, new media forms and shifts in information consumption all significantly shape the sector.


The work Graduates from many disciplines work in media and communications. The industry has long been a common destination for communications, media, arts and design graduates, but is increasingly attracting graduates from disciplines such as law, commerce and business. The ‘glamour factor’ attracts many, but the workload can be heavy, expectations demanding and deadlines tight. Without work experience, getting a foot in the door can be difficult. Graduates can spend a year or more volunteering or freelancing for minimal pay before breaking into full-time paid work.


Advertising intersects with many sectors, and there is little doubt that it plays a key role in Australia’s economy.


Advertising directly and indirectly contributes to economic growth, market development, employment and an array of ‘new economy’ skills. Advertising positions may include: account/digital project manager, strategic planner, copywriter, art director and producer.


It is an innovative industry in which creative thinkers and problem solvers will thrive, and requires strong communication skills, an active knowledge of changing consumer habits and an awareness of the increased use of digital tools and technology in every day life.


See also the Sales & Marketing snapshot on page 89.


What you need bachelor degree or relevant cadetship for school leavers


excellent interpersonal and communication skills


inquisitiveness, tenacity, a strong worth ethic and good general knowledge


specific occupations, such as film production or design, require technical skills and relevant study


journalism graduates can sometimes gain entry via highly competitive cadetships with major newspapers, television or radio


experienced journalists often enter public relations, commonly as media officers or speech writers.


industry at a glance: www.skillsinfo.gov.au


37,800 employed


{newspaper, periodical, book & directory publishing}


money matters:


graduate salary ranges for selected relevant occupations($)


Graphic Designer: 35 - 44k Interior Designer: 33 - 48k Media Producer: 36 - 55k


Newspaper/Periodical Editor: 35 - 49k Print Journalist: 32 - 43k


Public Relations Professional: 38 - 52k


9% employment growth between 2011-15


Figures from the Australian Graduate Survey 2009, GCA. Ranges refer to the middle 50 per cent of salaries for bachelor degree graduates with permanent residency, in full-time employment in Australia late ‘08-early ‘09.


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