Media Career Profile

Marketing Communications: Beyond the Glamour

Sarah Finney, Public Affairs Officer, AusAID

Sarah's resume boasts a broad range of marketing and PR roles for film companies and cinema chains - along with a stint at the National Trust. She has also worked in the tourism industry, done event marketing and spent several years in marketing and publicity at travel publisher Lonely Planet (a job she found via a SEEK newsletter) before moving to her current role in Government a year ago.

	Career Questions: How did you first become involved in marketing and communications? Did the Bachelor of Communications provide a good initial grounding in the subject matter? What traits does a person need to be successful in marketing and communications roles? What does your current role involve? How big is the public affairs team at AusAID? What do you enjoy most about working in your industry?

How did you first become involved in marketing and communications?

Quite by accident. I got involved in drama and film societies at university and ended up doing publicity and promotional activities. I then worked as film crew, and found myself working for a producer, preparing marketing materials for projects and productions. That led to work in film publicity.

I then studied a Bachelor of Communications; when you're working as a publicist in the entertainment industry, there's always a bit of marketing and promotions thrown in, so that course was well suited.

Did the Bachelor of Communications provide a good initial grounding in the subject matter? It did! I'd had some practical experience, and the course provided some theoretical background to the work I'd been doing. But it was very different to studying an arts course - the comms course was much more vocational. They really focused on what the marketing world would be like. There was an emphasis on group projects and teamwork, which is what you find in most marketing departments. It was very different to studying Ancient Greek civilisation and researching and writing an essay and preparing for an exam at semester's end. People who are committed and passionate about the product or the message are infectious. There was a real commitment to striking a balance between the theory and the practical work; very early on I was writing campaign plans and strategies and analysing campaigns. The course also seemed very clued-in to what was actually happening in the industry at the time.

Most Popular Courses Certificate IV in Business (Marketing) Bachelor of Arts Diploma of Business (Marketing) Bachelor of Communication Certificate IV in Communication and Media Marketing jobs PR jobs Marketing communication jobs Event management jobs Career Facts According to Australian Government figures, the job vacancy level for marketing, PR and advertising professionals is high. (Australian Government JobSearch) Very strong growth in marketing, PR and advertising roles over the past five years leads government experts to conclude that job prospects in the next few years are strong. (Australian Government JobSearch)

Salary Comparisons - Public Sector / Not for Profit vs Business to Business
	Public Sector / Not for Profit Business to Business Source: Michael Page International Salary Survey 07/08

What traits does a person need to be successful in marketing and communications roles?

They need to be articulate, media-savvy and interested in popular culture and consumer behaviour. Of course they need to be creative, but they also need passion. People who are committed and passionate about the product or the message are infectious.

What does your current role involve?

My role at AusAID is very much focused on the production of communications materials; largely media releases and talking points, but I've also written for the Internet, assisted with publications and other information about AusAID policies and programs, especially for the media. I have a real communications focus, in that there is a message that needs to be delivered. It's very different from my previous marketing roles; I'm not actually selling. It's very fact-based.

How big is the public affairs team at AusAID?

It's small compared to other government agencies, because we don't actually advertise. There are about 20 people. It comprises Media Liaison, Publications, Global Education (an area providing information for teachers and schools), Events, and Stakeholder and Community Engagement.

What do you enjoy most about working in your industry?

For me, it's about sharing. At the moment, I love the opportunity I get to share with people the significance, challenges and successes of the aid program. More generally, the job is about people - working with them and communicating with them in different ways.

I'd absolutely recommend working in marketing, although it's not as glamorous as people think. It's not all product launches and marquees at the Melbourne Cup! It's very challenging. But it's also very creative and it can be really rewarding to see the fruits of your labours when you've worked on a campaign from its inception right through to the rollout.

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