11202 Professional occupations in advertising, marketing and public relations

What this occupation covers

Professional occupations in advertising, marketing and public relations analyse, develop and implement communication and promotion strategies and information programs; analyse advertising needs and develop appropriate advertising and marketing plans; publicize activities and events, and maintain media relations on behalf of businesses, governments and other organizations, and for performers, athletes, writers and other talented individuals. They are employed by marketing and consulting firms, advertising agencies, corporations, associations, government, social agencies, museums, galleries, public interest groups, and cultural and other organizations, or they may be self-employed. Agents such as entertainment, literary and sports agents are included in this unit group.

Official main duties

The NOC profile lists 16 main duties for this code.

• Assess characteristics of products or services to be promoted to determine marketing and advertising needs of an establishment
• Advise clients on marketing, advertising or sales promotion opportunities and strategies
• Develop strategies and related content for direct and digital marketing and advertising campaigns and implement them
• Manage post campaign analysis to measure and report on marketing and advertising metrics
• Develop and maintain social media accounts, including managing customer reviews and testimonials
• Develop, implement and evaluate public relations strategies and programs designed to inform clients, employees and the general public of initiatives and policies of businesses, governments and other organizations
• Conduct public opinion and attitude surveys to identify the interests and concerns of key groups served by their organization
• Prepare or oversee preparation of reports, briefs, bibliographies, speeches, presentations, Web sites and press releases
• Develop and organize workshops, meetings, ceremonies and other events and programs for publicity, fundraising and information purposes
• Arrange interviews, news conferences and other media events
• Act as spokesperson for an organization and answer written and oral inquiries
• Coordinate special publicity events and promotions for internal and external audiences
• Assist in the preparation of brochures, reports, newsletters and other material
• Represent and act as an agent for talented individuals or individuals with specific occupational expertise
• Prepare or oversee preparation of sports, literary, performance or other contracts.
• Literary agents specialize in representing specific types of authors and writers. Performance agents specialize in representing singers, musicians, actors or other performers. Sports agents specialize in representing specific athletes or sports teams.

Do not copy these lines into your reference letter. The letter has to describe what you actually did, in your employer’s words. DUTYPROOF flags wording lifted from the NOC as something to review, and an officer reading a letter that mirrors the NOC reads it the same way.

What DUTYPROOF screens for

This is DUTYPROOF’s screening threshold, not IRCC’s decision. For this NOC, screening requires at least 3 of its 16 official duties to be evidenced in your own words, plus the required letter elements. IRCC asks that you performed the actions in the occupation’s lead statement and a substantial number of its main duties — so treat the duty coverage as the number that matters, not the badge.

Codes this one is confused with

The NOC profile names these itself. Choosing the wrong code of a look-alike pair is the most common way genuine work experience fails to establish eligibility.

• 51111 Authors and writers (except technical)
• 41402 Business development officers and market researchers and analysts
• 12103 Conference and event planners
• 10022 Advertising, marketing and public relations managers

Excluded from this code

• Authors and writers (See 51111 Authors and writers (except technical))
• Business development officers and market researchers and analysts (See 41402 Business development officers and market researchers and analysts)
• Conference and event planners (See 12103 Conference and event planners)
• Public relations manager (See 10022 Advertising, marketing and public relations managers)

Job titles filed under this code

A title on this list does not by itself put your experience in this code — the duties in your letter decide that.

actor agent · advertising account executive · advertising account manager · advertising and promotions coordinator · advertising and promotions specialist · advertising campaign organizer · advertising consultant · advertising specialist · affiliated stations relations administrator · art educator - museum · artist agent · artistic agent · assistant brand manager - advertising · assistant press secretary · athlete agent · athletes manager · author's agent · book publicist · boxing promoter · career agent · casting agent · casting agent for extras · communication officer (except emergency services) · communications adviser

Employment requirements

• A university degree or college diploma in business marketing, public relations, communications, journalism, museology or a discipline related to a particular subject matter is usually required.
• Practitioners in public relations may require an APR (Accredited in Public Relations) designation.