Career in mass communications


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  • The dictionary suggests that Mass Communication is a collective term used to describe the academic study of various means of communication by which individuals and entities relay information to large segments of the population all at once through mass media. And mass media is that particular medium through which the information is communicated to a large section of the audience. In a nutshell, Mass Communication is the study of mass media and mass media includes all types of medium used to convey the information to the audience. Examples of mass media include newspapers, magazines, cinema films , radio, television, etc. The graduates of Mass Communication programs work in a variety of fields in news media and publishing, public relations and research institutes. Mass communication is generally identified with these modern mass media. The media creates a link between the communicator and the mass audience. To understand the nature, ingredients and the effects of mass communication following adjectives have been used: Instantaneous, Multi sensual, Impact, Masses, Sponsors, Attention grabbing, Rapidity, Heterogeneity, Newsworthy, Public opinion, Public interest, Dramatic, etc. Mass audience tends to be diverse and heterogeneous, and therefore in planning a mass media communication, one first has to define the target audience and then select a medium that can reach most of them as frequently as possible for the least investment.
  • Mass communication has become one of the most attractive fields in the present times. Indeed, with every passing moment, more and more young people are drawing close to Mass Communication. Offering a lot to the young students, it offers interesting career options. You can always entire into the following fields after successfully completing your Mass Communication course: Newspapers Magazines Advertising Radio Television Public Relations Although, Mass Communication was present since long, it has been recognized widely in the present times. One of the major reasons is that with the advent of new TV and radio channels, its popularity has soared unimaginably. As a college student you must have participated or must have viewed competitions such as ‘Ad-mad world’ wherein you are asked to market & sell a certain product through an ad which funny & exciting. The world of Advertising is similar to that but much more serious business as it is about communicating to an audience who is expected to a customer due to the advertisement.
  • PRINT JOURNALISM: In short, journalism is collecting and editing of news for presentation through media. Print journalism has been one of the oldest forms of journalism. Newspapers and magazines, big or small have always been major source of news and information throughout the world and millions of readers go through them daily. Over the years, print journalism has witnessed major transformation, the simple reporting of yesteryears has taken a shape of highly specialized and professional field owing to competition and other factors. The newspapers and magazines today cover a wide range of specialized sections like political events, business news, leisure, cinema, sports, career, health and so many other subjects, which demands for professionally qualified journalists. Given the variety of subjects to choose from, one can look forward to a field of his interest and pursue several avialable courses in that direction. ELECTRONIC JOURNALISM: Introduction of electronic communicaiton especially through broadcasting has affected the lifestyles and thoughts of masses. Communication mediums like television, radio, audio, video etc. has made possible news, entertainment, information, education related subjects reach the very far and wide places. It has to an extent sidelined other forms of communication. With the growing network of TV, satellite communication, cable services, radio stations, etc., the future of this industry seems bright. Electronic journalism offers to professionally qualified aspirants opportunities in a number of fields. Some of these are direction, production, camera, graphics, editing, sound, programme research, script writing etc. ADVERTISING: Advertising is brand building process of a product, idea, thought or a even a service, through effective mediums of communication. From newspapers, magazines, posters, signboards, bills to the commercials on radio, television and even Internet, advertising has come a long way. Business organisations, political organisations, social organisations, all find it important to advertise in order to influence public opinion. Since advertising is a service industry, the reputation of the ad agency depends on the effective work being done and campaign released from time to time. This makes the job even more challenging. With the advent of the multinational companies, more and more Indian agencies are tying up with the the foreign agencies to pitch for international clients which is clearly indicative of high growth in coming years in this industry. PUBLIC RELATIONS: Once, the simple operation of publicity, today has emerged as an important management function. Public Relations, as the name suggests, is used to generate and portray, positive image of an organisation by various means. Business houses, schools, universities, hospitals, government institutions, etc. engage public relations personnels and agencies to cast and present their image, objectives and policies in the best possible light. For somebody to become a successful public relation consultant, it is imperative to have a liking to meet people alongwith excellent communication skills, ability to interact with, convince people, and build a rapport is important. The other traits should be, quick decision making abilities and good organisational skills. FILMS - PRODUCERS, ACTORS, MUSICIANS AND DANCERS When we talk of films today, there is no dearth of available professional career options. Although, it is not all that easy to taste success in one of the most competitive and sought after fields, but definitely for someone sanguine and determined, it can be quite rewarding. Films have always earned recognition and fascination of masses. There are so many different groups of people associated with the so-called big screen and one has a variety to choose from the available options from technical professions like directors, producers, soundmen, lightmen, cameramen, editors etc. to artists like actors, dancers, musicians, stuntmen etc. The rapidly growing film industry and its certain future has led to various institutes offering highly professional courses. One definitely finds it useful to pursue these courses in order to hone their skills and make themselves better to compete with the best in the industry. Source:
  • Do you remember these & many more lines that feature in various advertisements. These are the advertisements prepared to sell or publicize certain products to the masses.
  • The Executive Department understands client needs, find new businesses and retains existing business, selects the appropriate media, analyses timing and placement of advertisements and negotiates the financial aspects of the deal. The Creative Department creates advertisements, including the copy or text and the visual elements. It verbalizes and visualizes the specific need of the client. Careers in Advertising The innumerable career opportunities the ad-world offers makes it a truly spectacular industry. There are careers in Account Management (also called client servicing), Creative, Media and the recent addition of Account Planning.  Creative can be further sub-divided into art and copy. All these departments work in perfect harmony and make you hum that catchy tune in the bathroom, (la…la, la, la, la…Liril) or bring tears in your eyes over a mere scooter (Hamara Bajaj).  Advertising agencies handle a broad range of marketing tasks, which require people with experience and specialized skills and overall management abilities. In all agencies, the jobs usually fall into four categories: Account Management Account Planning Media (Planning and Buying) Creative Account Management This department is the link between the client and the agency. An important part of every Advertising firm, it functions just as the heart does in the human body. Account Managers are responsible for meeting prospective clients and getting business for the company. This involves a study of the client, the product and the market; an analysis of consumer behavior and marketing, knowledge of all available media and their cost effectiveness, and a strategic plan to be presented to the client. So on one hand, the Account Manager is the client’s representative at the agency, and on the other, he is the agency’s representative at the client’s organisation. It is his job to get the best possible work from the agency for the client—but at a profitable return for the agency. This means, he must know how to handle people at the agency so that they give the client their best efforts without spending more time than the income from the client’s business justifies. In the final analysis, the account person must be able to foster productive communication between the client and agency staff, identify common goals, and make sure that the final product is profitable and effective for the client and the agency. Today, Advertising agencies depend on Account Management professionals to understand what the product needs. They are the voice of not just the client, but also of the consumer behind the product. They are the custodians of the brand. They are ones who protect the identity of the brand when it can get lost in some powerful creative idea that does not meet the brief. And as representatives of the agency to the client, it is their moral responsibility to have the best interests of the agency at heart, and ensure buy-in on the creative. For after all, an Advertising agency is only as good as its creative product. The role is something like that of a daughter, who is also a daughter-in-law.  Account Planning Account Planning is still a relatively new concept among agencies. Essentially, the Account Planner works to continually focus and re-focus the agency’s strategic and creative thinking on the consumer, helping the team—particularly the Creative—to understand what ‘turns the consumer on’. They study how consumers actually make use of marketing communications. Using that knowledge, they help the agency ‘break out’ into new ways of communicating about products and services. They offer not only consumer insight, but also a plan of action to approach marketing challenges involved in marketing communication design. The Account Planner’s primary tool is research: consumer psychology and behavior, brand-sales history, competitive sales and customer information, consumer demographics, and much more. They use this information to determine how the agency can leverage a brand’s strengths in a strategic and creative manner. Creative The Creative department of any agency is always under the spotlight After all the hob-nobbing with the clients; it’s the creative department that addresses the best way of interpreting the brand idea. They’re the guys that give expression to “how can we communicate our brand”. They are responsible for developing the ideas, images and words that make up commercials. This consists of Copywriting and the Art department. The Copywriting department works on the text for the ad and themes for the campaign. The Art department visualizes the campaign. While many people in the agency contribute to the process, the invention and production of Advertising is mainly the responsibility of Copywriters and Art directors. The Copywriters evolve a theme for the campaign and provide the text for advertisements. They are responsible for making the ad look attractive and delivering the message to the point. They work out the campaign slogans, jingles, scripts and promotional literature of the products or services as well as proposals, concept notes and film treatments. They are expected to edit all textual matter for factual, syntax and typesetting discrepancies before it goes into production. Some times specialists called Typographers are appointed for making the format of textual matter and they advise on fonts, lettering etc. Art directors constitute the other part of the creative team. They translate copywriters’ ideas into dramatic visuals called “layouts.” Agency artists develop print layouts, package designs, television layouts (called storyboards), corporate logotypes, trademarks, and symbols. They specify style and size of typography, and arrange all the details of the ad so that engravers and printers can reproduce it. A superior Art director or Copy chief becomes the agency’s Creative Director and oversees all its Advertising.   Media Planning and Buying   The media department of an Ad agency is responsible for placing Advertising where it will reach the right people, at the right time, in the right place and in a cost-effective way. These are the back-room boys of the Advertising firmament, so to speak. It is the responsibility of the media department to develop a plan that answers the question: how can the greatest number of people in the target group be reached often enough to have the Advertising message seen and remembered—and, at the lowest possible cost? The media department must therefore devise the most effective Advertising budget that can efficiently and economically transmit the campaign message to target audiences. This department consists of: Media Planner who has to decide the different media where the ads would be featured in order to get maximum viewers. Media Buyer who has to negotiate to buy space in the Press, or time on electronic media at the best rates for which he has to understand the buying as well as selling trends. The planning and buying of media at an advertising agency is exciting and challenging because the ways of communicating are constantly changing and becoming more complex. Technological advances, such as cable television, the internet or videotext make an impact on what media are available for Advertising and how the viewer ship is calculated.  
  • Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. Some of the commonly used media for advertising are T.V., radio, websites, newspapers, magazines, billboards, hoardings etc . To put it simply, advertising is salesmanship. It can make the difference between business success and failure. Advertising agencies handle a broad range of marketing tasks requiring people with experience and ability in overall management and specialized skills. In all agencies, the jobs usually fall into four categories: Account Management Account Planning Media (Planning and Buying) Creative
  • FAQs In the current scenario, which Advertising-based programmes are more in demand? A graduate degree with a PG degree/diploma in Mass Communication or Public Relations is suitable to enter the Advertising industry. For a career in Account Planning, a candidate with an MBA in Marketing, an MSc in Statistics and an MA in Psychology/Economics is preferred. And the most suitable qualification for Account Management and Media Planning and Buying, is an MBA (Marketing), as it provides excellent training on business, thereby enabling the professionals to get a good perspective on the client’s and market’s requirements. A BMM and/or a BA degree in Advertising/Mass Communication will assist in getting an entry-level position in the industry. Is Advertising really a glamorous, fun-filled career as it is made out to be? Of course, it’s great fun and equally rewarding to create an ad campaign and to be a part of a team. The ad industry will give you a tremendous exposure to a host of sectors. In fact, the sort of interaction and responsibility advertising professionals undergo give them a larger worldview as compared to most other sectors. It isn’t surprising that the work culture in the ad world is looked upon with envy by other industries. It’s a combination of creative skills at the front-end as well as client servicing, media planning and buying behind-the-scenes that keeps it ticking, irrespective of the acclaim the creative units get. However, there will be days when you’ll have to work for long hours, maybe even weekends. Again, there are days your project may do a 180 and everything you previously worked would be trashed! Sometimes, the best days are the days when that difficult project finally leaves your hands for the last time. What factors should a student consider while selecting an Advertising programme? A graduate in any respect can get into the industry. If you are looking for a long stint in the industry, a Post Graduation in Mass Communications or an MBA in Marketing is more beneficial. Does an MBA qualification give an edge to an advertising career? How? Yes, candidates with am MBA degree have better prospects as they are expected to know how to streamline thoughts, time, effort and money, and hence are preferered over other candidates.   (Source: Mr Umesh Chauhan, Faculty for Bachelor’s in Mass Media, Swami Vivekanand College, Mumbai, Mr John Gabriel, Head-Marketing, IMS Learning Resources, Pvt Ltd, Mr.
  • It is a field that informs & educates the common man on what is really happening in the society. One can specialize in various areas: political, sports, business, finance or international news. Journalists have to perform a very important task - that of reporting what is happening as honestly and accurately as possible. They also act as supporters of social change in a society. Journalists work in high-pressured world. It often makes a difference on who has the breaking news. One can also choose one specific medium: print, TV, web (online). The writing section comprises Reporters, Chief reporter, Feature writers, Correspondents, Columnists. The editing Section includes Sub editors, Chief Editor, News Editor. Photographers and cartoonists are also required.
  • Pointers taken from the excerpts of an interview with veteran journalist Except for the good writing skill, which has to be there from a very young age, every other quality can be developed. The real spotlight should be on the knowledge in current affairs, ability to interact and independence in thoughts above the academic results.` ~Mr. V. Gangadhar is a veteran journalist Mr. V. Gangadhar is a veteran journalist in the field for well above 40 years, who started his career in the Indian Express as a trainee and then moving onto the Times of India and later to Outlook. Currently he freelances with ‘The Hindu’ and ‘The Hindustan Times’ in columns like the ‘Slice of life’. An avid cricket enthusiast and columnist, he is a teacher to 100’s of aspiring journalism students too for the past 10 years Tushar Bhatt (a versatile senior journalist) I do not know. Again, I do not regard myself as successful. I only say I am a journalist. Good or bad is for the readers to judge and that judgment can change also. A journalist must be curious- in Gujarati, panchatiyo. He must be keen to understand what is going on and able enough with appropriate words to bring it home to readers. Journalism is a strange vocation. A paper may be owned by some one but real owners are the readers. Newspapers cannot be loyal to one party or another. They have to be faithful to their readers. An editor should know the pulse of the people better than his colleagues. He/she should be capable to take unpopular decisions with which his colleagues may not agree. A news organization is a joint effort but there are occasions when he has to be ruthless like a dictator. For building a solid and loyal team of editorial staff, an editor must learn to take the blame for anything in the paper and share the credit that may come after good work has been done. An editor has to read for several hours a day, keep meeting people in places high and low. Despite all this, he must be ready to be unpopular within the office and in the corridors of power. Tushar Bhatts profile He has worked with several prominent newspapers. From the ET I shifted to Business Standard , Calcutta, as special correspondent, then moved to The Telegraph, a new generation trail-blazing daily. I was so prolific from Ahmedabad that other correspondents complained to the editor that I was taking up too much space, leaving little room for their reports. I also wrote for Sunday magazine. In 1986, I shifted to Delhi as chief of news bureau of The Telegraph . I had a battery of young people, including girls, between 24 and 28 years competing with journalists above 50 in other papers. It was a highly productive and heavy work period. In late 1989, the ET was launching its first totally computerized edition  and I became the first resident editor of the paper. It was a glittering success. In 1992, I moved to The Times of India as its resident editor. Five years later, after again computerization and local need-orient transformation of the paper, I was made a senior editor. In 1997, I took retirement to pursue an independent career in writing and broadcasting. Source:
  • These days, mass communication is emerging as a practical career option. It is actually a difficult task to get admission in the top most mass communication colleges. Some of the most renowned mass communication institutes in India
  • Career in mass communications

    2. 2. What is Mass Communication?In simple words, Mass communication is tocommunicate to the groups of people – the masses… How does this communication take place? It is through the Media-TV, radio, internet, newspapers, magazine, etc. Media Mass Audience Communicator
    3. 3. What is being communicated to the masses? Communication on the features, value of the new products launched, already existing products, creating brands, events, exhibitions, urging buyers to buy the product or the service, social messages, etc…
    4. 4. Communicating to massesSome examplesProducts : Cosmetics,Electronic goods, jewellery,Clothesline, Eatables, etc. Service : Fitness center, Education Institute, Hotels, Airlines, etc… Social Messages: Popular Eye donation campaign done by Aishwarya Rai, Polio Campaign by Amitabh Bacchan & Sachin Tendulkar, etc… News, Information & Entertainment: News channels (CNBC, NDTV,etc.), Entertainment channels (Zee, Star, etc.), Informative channels (Discovery, National Geographic, etc.) Radio, etc.
    5. 5. Selling of a concept(Social message) Selling a service / expertise Selling a product
    6. 6. Professionals involved in the field of mass communication
    7. 7. Ad – Mad worldCareers in Advertising
    8. 8. AdvertisingYeh fevicol ka majboot jod Yeh sirf mooh par kabu rakkhe,he tutega nahi… Fevicol haat par nahi… Polo Bhaiyya ye nahi tutata… Raj… ma … Ambuja cement Kurkure •Do you feel fascinated & tickled with the type of ads that come on television & other media? •Do you watch the television more for ads than for the programs? •Do you ever wonder what goes into the making of these ads? •Do you ever think about how differently would you have handled the ad? •Have you participated in Ad competitions at college level? •Do you enjoy creating interesting lines or one liners?If your answer is yes to these questions then the world of advertising could be a possibility for you.
    9. 9. Careers in Advertising Advertising agencies handle a broad range of marketing tasksrequiring people with experience and ability in overallmanagement and specialized skills. In all agencies, the jobsusually fall into four categories: Art Director Copy Writer
    10. 10. Advertising & MediaAdvertising & Media Advertising professionals can seek opportunities in Advertising agencies, Masters / PG in Mass PR firms, or join companies in the Communications, MBA, area of Marketing. One of the best PGD in Public Relations, programs in the country is offered by etc. MICA (Mudra Institute of Communications & Advertising), Ahmedabad. Advertising employs some of the brightest and most creative economists, researchers, artists, producers, writers, and business people in the country today.
    11. 11. Which area in advertising is interesting to you? Take a test!
    12. 12. Some facts In the current scenario, which Advertising-based programmes are more in demand? Is Advertising really a glamorous, fun-filled career as it is made out to be? What factors should a student consider while selecting an Advertising programme? Does an MBA qualification give an edge to an advertising career? How?
    13. 13. A pen is mightier than swordCareer in Journalism
    14. 14. Journalism 26/11 attacks Tsunami News Nitesh Kumar winning the Bihar Earthquake in Ahmedabad elections Commonwealth Games•Do you feel fascinated to read & know about what is happening in the world?•Do you wish you were there to cover & know the first hand information when acertain event happens?•Does a piece of news thrill & excite you?•Do you feel if you were in the place of a reporter you would have given thenews differently?•Do you like the play of words & value language as a medium to communicate? If you agree to these then the field of Journalism is your calling.
    15. 15. Who can opt for this career? Generally those with English major or those with Journalism Journalism flair for language can opt for career in Journalism. However, different publication industry may show preference for those with PGD, Diploma different majors e.g. A financial publication may seek a candidate with business, economics,Some well known Journalist are finance background or a political news channelBarkha Dutt, may seek a journalist, researcher, or an analystRajdeep Sardesai with Political science background. However onePranoy Roy thing remains common across is a flair for the language & love for writing & communication. Few well known Institutes that offer program in Journalism Indian Institute of Mass Communication, New Delhi Xavier’s Institute of Communication, Mumbai Symbiosis Institute of Mass Communication, Pune
    16. 16. A word of advice from the veteranWhat are the skills that an aspiring journalist should possess?•passionate interest in current affairs,•good writing skills,•preparation to read a lot•extrovert nature•must have ‘news sense’•curiosity about life.
    17. 17. A word of advice from the veteranAny advice you would give to the present generation of students?I request the present generation to ‘Read, read, read and read’ and thenonly can they write well by linking the ideas together. What do you say about the emerging trends in the field of Journalism? More jobs in websites, industries bringing out their own journals like medical journals, technical journals etc. ~Mr. V. Gangadhar is a veteran journalist
    18. 18. Prepare for the road ahead
    19. 19. Top Programs Indian Institute of Mass Communication (IIMC), New Delhi, Indian Institute of Journalism and New Media, Bangalore, Manorama School of Communication, Kottayam, Times School of Journalism, New Delhi, Xavier Institute of Communication, Mumbai, Asian College of Journalism, Chennai, Film and Television Institute of India, Pune, Symbiosis Institute of Mass Communication, Pune, Mudra Institute of Communications, Ahmedabad, , AJ Kidwai Mass Comm Research Centre, Jamia, New Delhi.
    20. 20. Some Prominent Recruiters•Lowe Lintas India Ltd.•Leo Burnett India•Contract Advertising•Grey Worldwide•Hakuhodo Percept•JWT – J Walter Thompson India•McCann-Erickson India Ltd.•Ogilvy & Mather Ltd.•Percept Advertising Ltd.
    21. 21. Advantage MBA.Advantage MBA.The merit of recruiting an MBA is that, those coming outof a formal MBA program, are well rounded, matureand understand all aspects of business. Greater businessadvantage of an MBA from a premier school is therepute of your degree. If you come out with a degree degreefrom IIM and you have a specialization in marketing,you have a good starting point with the client. You areat an even keel with the client, who is also usuallyan MBA.MBAs are primarily hired in client servicing across the organisation.They eventually grow into planners.
    22. 22. How can IMS help you? Our centers are equipped with Counselors who can guide you at different stages Our expert Faculty members to guide you in clearing your doubts & help you in preparing for the entrance exams. Last but not the least, IMS offers the training programs to crack CAT - the most competitive exam for the Management program as well as CET which is widely accepted test for colleges in Maharashtra. MICA – the one of the top institutes for Mass communication also requires CAT for its program.
    23. 23. IMS Programs
    24. 24. IMS Programs
    25. 25. How do you prepare yourself for higher studies?Once you have identified Mass communication as a career option for you Identify from where you wish to pursue the program Enlist the requirements of the admission to the program e.g. The test to be prepared, the duration required for preparation, the fees for the program, the financial aid available, etc. March ahead – Start with your preparations. Seek help of a Counselor to guide you & help you understand amount of preparation required from your side. If needed, join a good coaching program that gives you right practice to crack the test & consequent selection process