The communications industry has been going through a very noticeable shift in the last several years where job titles and responsibilities are blurring between advertising, marketing and public relations to include the ever present digital/social media and content development.  Public relations agencies have been known to focus on earned media but as of late, large PR agencies have been building out their paid media expertise as well as hiring Creative Directors, Strategic Planners and Digital Analytics teams; all areas that PR firms have not necessarily concentrated on hiring in the past.  Now, it’s a necessity to create integrated communications plans to blend all areas to satisfy clients as well as their customer base.

In the age of digital/social media, consumers want messages and brand experiences that are holistic and aligned from all mediums whether it’s coming from their television, billboard or FaceBook banner ad.  As Recruiters, we are seeing more people with integrated experience in the past few years that mirror what we are seeing happen in the industry.  People focused on earned media, media relations and press release writing are now getting experience with original content creation, managing paid search campaigns and strategy as well as managing SEO/SEM campaigns and analytics.  So, don’t be surprised if you start getting contacted by recruiters for opportunities that feel outside of your comfort zone or different than what you may be used to.  For instance, you could be approached for an Account Management role with a PR agency if you have strong brand management experience but don’t necessarily have the typical earned media experience; however, your background may be very transferable to the needs of the client for that firm.  So be open to gaining new experiences, growing your skill set and moving into this blurred world of integrated marketing communications.