MEDIA & ENTERTAINMENT
INDUSTRY INSIGHT
Journalists regularly feature at the bottom of any poll of well-respected jobs, TV presenters have to be as thick skinned as any rhino to deflect the criticism they receive and those working in advertising are portrayed as being shallow – why would anyone want to work in this area?
Maybe because the industry is exciting, fast-moving and varied. It is an industry which can give its employees a terrific sense of achievement, the immense satisfaction of working with a team of other committed people and can provide the odd adrenaline rush.
The media covers a wide range of channels:
* newspapers
* magazines
* advertising
* public relations
* television
* film
* radio
* websites
* e-mails
* text messaging.
If you have aspirations in this area, you must be realistic in your expectations.
Hard work, determination, dedication, commitment and enthusiasm will be required in spades. You also need to accept that, no matter how hard you work, there is always an element of luck in getting these much sought-after positions.
JOB PROFILE
1 Advertising account handlers
What they do
* work in agencies
* act as link between agency and client
* co-ordinate jobs
* chase progress of jobs
* facilitate meetings between client and members of the creative team
* monitor effectiveness of advertising campaign.
Key skills
* teamworking skills
* motivation
* good organisational skills
* ability to work on a number of projects at the same time
* excellent communication skills
* ability to absorb complicated briefs quickly
* ability to work with a wide range of clients
* budgetary skills
* negotiation
* ability to work under pressure
* ability to think creatively.
Training
Tends to be on the job. Large agencies may have a structured training programme.
2 Conference organisers
What they do
research, write, plan and run all aspects of conferences and conventions on behalf of a client or their own organisation
* discuss the client’s requirements
* agree a budget with the client
* arrange to provide any equipment required by speakers, (eg video players and overhead projectors)
* book a suitable venue in hotels, universities or commercial conference centres
* organise accommodation and catering in accordance with the client’s requirements
* possibly arrange for interpreting and secretarial services to be provided
* arrange pre-conference press receptions
* contact and brief speakers.
Key skills
* communication and negotiation skills
* numeracy
* ability to work within a budget
* attention to detail
* sales skills
* diplomacy
* ability to work under pressure
* willingness to work unsociable hours
* language skills are often beneficial.
Training
Training is usually in-house, learning the ropes on-the-job. Attendance at short courses organised by the Chartered Institute of Marketing may be included. Some employers may encourage entrants to study part-time for a postgraduate qualification in marketing.
3 Editors
What they do
* work for newspapers, magazines, publishers or sometimes on a freelance basis
* have a wide knowledge of publishing
* set overall tone of piece
* generate ideas for features
* commission work to freelance writers
* take responsibility for certain titles
* sometimes liaise with printers/advertisers
* may have control of budgets
* edit articles and copy to desired length
* check for grammar and inconsistencies.
Key skills
* detailed knowledge of the market
* attention to detail
* communication skills
* negotiation skills
* ability to write clearly
* decision-making skills
* may need specialist technical knowledge
* ability to work under pressure
* ability to meet deadlines
* good grasp of grammar
* ability to get on with people.
Training
Mainly on the job, supplemented by short courses run by professional training organisations. Starting point is usually as an editorial assistant.
4 Journalists/Sub-editors
What they do
Journalists on local papers:
* attend events marked in the newsroom diary
* develop contacts
* write up news stories and sometimes features.
Sub-editors:
* check copy for accuracy, length, spelling and grammar
* ensure that stories are clear of legal problems
* write headlines, process illustrations and may layout pages.
Key skills
Journalists need:
* ’nose’ for a story
* self-motivation, determination
* ability to compile a story quickly
* persuasiveness
* ability to communicate with many different people
* ability to focus on the customer
keyboard skills, and sometimes shorthand.
Sub-editors need:
* eye for detail
* good knowledge of the law
* ability to work to deadlines.
5 TV company researchers
What they do
* work for the likes of NTA, commercial television companies or independent production companies
* support the producer
* contribute ideas
* identify relevant sources of information
* identify contributors to programmes and interview them
* write relevant material
* ensure stories are accurate.
Key skills
* good communication skills
* good organisational skills, including record keeping
* research skills
* teamworking skills
* IT skills
* enthusiasm
* ability to work under pressure
* ability to work to deadlines
* adaptability – multi-skilling is the watchword of the industry.
6 Radio DJ
Radio DJs, let’s face it, have a pretty cool reputation, but does the day-to-day grind of the job live up to this image?
The answer appears to be an overwhelming ’yes’: it is said that radio DJs develop a passion for their work that grows stronger over time and few leave it for other mediums such as television.
The DJ’s job
DJs are the lifeblood of radio programmes. Lively and cheerful by nature, they usually are great lovers of, and have a good knowledge of, music.
Their aim is to give information in a manner that is engaging and interesting, so that it keeps listeners tuned in and wanting more.
Essentially they play music, introduce the news and give traffic and weather updates, introduce special features such as phone-in programmes and interviews and play adverts. They also develop the practical skills needed to operate studio equipment.
Possibly in conjunction with a producer, they decide on the programme’s ’running order’, which outlines the timing, content and order of events on the show. Together they also select the music and brainstorm ideas for features.
Working hours
DJs work long hours depending on their recording schedule. You may find yourself starting early and working late, and possibly working on weekends. Be prepared to do some shift work.
Getting started
Vacancies are few and far between. Most radio DJs start out DJ-ing at discos or night clubs, or community, hospital and campus radio stations. Essentially what you need is to gain enough experience in order to produce a demo tape that you can send to programme controllers.
7 Television camera operative
If you have an urge to capture breaking news using your technical know-how and story-telling ability, a career operating a TV camera may be just what you are looking for.
True, it can be a difficult industry to get into because of its glamorous image, but if you have determination and persistence there are ways to make your dream a reality.
What does a camera operator do?
Camera operators film in a variety of situations such as in studios, on location, covering news or making features and dramas. They often work with a reporter or on their own.
What makes a good camera operator?
Essentially what you need is a knack for what makes a good shot, especially if you are filming news. You also need to have a picture of how your shots will fit together to form a coherent story when the video editor puts it together.
These are the skills that can make or break a camera operator, but not everyone develops them. A former cameraman who is now a BBC operations manager (in the United Kingdom) says: ’You can tell people what a good shot is, but it only really comes with experience. Some take to it quickly, others never do.’
8 Television presenter
There are many different types of television presenting, from presenting the news to hosting game shows, chat shows, music and entertainment slots, children’s programmes and speciality shows like cooking, documentaries, and traveling, to name a few.
Presenters impart information, link different items together and provide continuity and a sense of direction.
They need a knack for making a topic seem interesting and engaging.
They read a detailed script from a computer screen, which also guides them on what to do in front of the cameras.
They work closely with the production team and once they are experienced at presenting, may be required to write their own material.
Some types of presenting involve researching your own material. While presenting differs according to the nature of the programme, generally presenters need confidence, a good speaking voice, a presentable appearance and an ability to ad-lib when needed!
Work patterns
Be prepared to start early in the morning, work long hours and sometimes do weekend or shift work. Don’t expect a normal working week of Monday to Friday.
Getting your foot in
If you are ready to launch your career in front of the camera, you have a number of options:
* Make a showreel of 4–5 minutes in length, showing yourself doing an interview or linking
* Appear in whatever public performances you can.
* Get a foot in the door of a broadcasting company by starting out in a junior level job such as a runner, and then moving up into production as a production assistant or researcher.
* Specialise in an area of interest, such as music or sports. Then to apply to the relevant programmers.
* Look out for work experience opportunities offered by various broadcasters.
Qualifications or training required
There are no specific qualification requirements, although professional experience will be an enormous advantage.
However, the more skills you have, the better. There are plenty of short, intensive training courses out there which teach you skills like voice training, interview techniques, reading auto cues and also to advise on your appearance. You may also get a showreel out of the course.
University of Lagos offers a course in Mass Communication (commonly referred to as MassComm)
MARKETING
INDUSTRY INSIGHT
For a dynamic and rewarding career in one of Nigeria’s most fast-moving sectors, look no further than marketing.
Organisations develop marketing strategies to promote themselves to the public and other organisations, and to raise awareness of what they have to offer.
Marketing has become one of the key business activities of all kinds of organisation, both those producing goods (ranging from consumer products to business equipment) and those offering services (ranging from logistics to financial).
The marketing process involves:
* People. Developing a knowledge of customers’ characteristics and needs through research.
* Product. Designing and testing the product so it’s right for the market.
* Price. Setting a price that isn’t too high or too low.
* Promotion. Creating a brand image, advertising, merchandising and public relations.
* Place. Getting the product or service to the customers where and when they want to receive them.
What’s involved?
Marketing involves product planning and development, market research and analysis, and publicity, advertising and media work.
Typical tasks include:
* producing and developing marketing materials
* communicating with customers via e-mail or mailshots
* organising presentations, press events and exhibitions
* project work, including carrying out market research surveys, writing market intelligence reports, and liaising with the other teams, such as sales and administration.
Jobs for graduates
There are vacancies in the marketing departments of large organisations, but it is important to look out for opportunities with small- and medium-size employers too. Marketing agencies and consultancies usually look for candidates with a certain level of experience.
JOB ROLES
9 Marketing brand managers
What they do
* plan, direct and control business and marketing efforts for their products
* are concerned with research and development, packaging, manufacturing, sales and distribution, advertising, promotion, business analysis and forecasting
* aim to achieve market share and sales targets
* use past sales figures and market research to identify the need for a particular product
* implement agreed plans for product development and pricing
* monitor competitors’ sales strategies and selling prices.
Key skills
* commercial awareness
* product knowledge
* communication and diplomacy
* ability to make decisions
* negotiating and persuasive skills
* ability to prioritise and multitask.
Training
A degree in marketing is expected. It is usual to begin as a marketing assistant or trainee brand manager. Training is mainly in-house. Many trainees take the Chartered Institute of Marketing’s qualifications
10 Market research executives
What they do
* work for market research consultancies or as in-house marketing/research departments
* plan, implement, control, analyse and report on the market research information gathered
* investigate market activity
* discuss with clients or managers to establish what they wish to ascertain
* evaluate past performance of a product or service’s sales
* assess future trends
* co-ordinate research projects.
Key skills
* ability to form relationships with clients
* skilled in public speaking
* teamworking skills
* ability to meet tight deadlines
* negotiating and persuasive skills
* time management
* ability to prioritise and multitask.
Training
It is usual to train on-the-job.
11 Public relations officers / Corporate affairs officers
What they do
* work either in-house or in public relations consultancies
* develop and sustain the mutual understanding between an organisation and its public
* write promotional material and press releases
* produce brochures, leaflets and videos
* organise press briefings and news conferences
* attend or set up exhibitions and conferences
* project manage product launches
* carry out research and evaluations of published materials, interviews and surveys.
Key skills
* written and verbal communication skills
* organisation and flexibility
* ability to form relationships with clients
* public speaking
* negotiating and persuasive skills
* confidence and discretion
* time management
* ability to prioritise and multitask
* discretion. |
