Communications and Media

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If you are interested in a job where you get the chance to think creatively, and influence how other people think or act, then working in the communications and media industry is the place to be.

We all watch TV, including the adverts, and are targeted by marketing campaigns. We read books and newspapers. We very often take on board the attitudes promoted by people who work in this industry. We want to have the products they advertise.

What areas can I work in?

There are many different types of careers to choose from in this sector, including: advertising, marketing and public relations (PR); journalism and writing; media and broadcasting; and publishing.

What kind of companies can I work for?

For some careers such as TV or journalism, you would work for a specific type of company, but in areas such as PR and marketing you could be working for a company in any type of industry.

Possible employers include:

What’s the job market like?

Entry is very competitive for jobs in all of these sectors, so you will need determination and persistence to get into many careers. Short term contracts and freelance work are common, except in marketing and printing.

Many media jobs are widely spread around the UK, with the highest concentration in London, but the film and video industry is still significant in Scotland. It is the second largest centre in the UK’s film industry with around 360 film and video companies operating, employing some 2,800 people. 2016 saw Scotland’s film industry spend an additional 30%, reaching a record high of £69.4 million.

Current skills shortages in the film sector include creative development, audio and business management, with one of the future skills gaps identified as the ability to develop content for multiple platforms.

Around 153,000 people working in advertising in the UK, with more than half based in London and around 3% of the workforce being in Scotland. This equates to more than 5,000 people, working across 670 companies.

There are around 1,100 writing and publishing companies in Scotland employing some 9,500 employees. There has been a decline in editors, journalists and sports writers and significant technical skills gaps. However the rise in digital publishing has opened up opportunities for web content creators, web copywriters, content managers and those who can keep up to date with technology.

Facts and figures

Want to find out more?

Creative Skillset is the Sector Skills Council for the UK's screen-based creative industries and they also provide information on working in publishing, advertising and marketing communications and radio. You can visit the Creative Skillset website for more information.

The BBC website has a great careers section on their website with information about getting into the industry via work experience, trainee schemes and apprenticeships.


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Career Sectors

Advertising, Marketing and PR


Media and Broadcasting

Publishing and Writing