By necessity, many large organizations must be able to communicate with the public. There are many reasons for this, and many ways in which it is done. One of the most common ways in which the organization proactively communicates a message to the general public is through mass media, and these organizations often employ a media director to coordinate these efforts. The media director is responsible for taking the intended message of the organization and making it accessible to the average person through the use of mass communication.
In addition to broadcasting the message, the media director is responsible for conducting analyses, including demographics and other statistics, to identify the ideal target audience. Using this information, the media director can then craft the message in a particular way, as well as choose the most appropriate vehicles by which to deliver the message.
In the past, the media director traditionally relied on advertising to spread the desired word to people, through avenues such as newspapers and television and radio commercials. Other traditional methods include distributing press releases and organizing press conferences. In many cases, these methods are still in use today, but the avenues available now are far more vast and clever. The media director may now be coordinating websites, blogs and the development of mobile applications. This individual will always have to be aware of and identify new ways to deliver mass communication.
The typical media director will have at least a bachelor's degree in marketing, advertising, communications, or business administration. There are many other educational emphases which can aid employment prospects, from industry-specific learning to psychology. Employers will usually require a minimum of two years of relevant work experience.
Media Director Tasks
Create and implement media program(s).
Work with advertising and marketing departments to be sure the company's products or services are portrayed well and in the best possible medium.
Manage media department with supervision over media buyers and media planners.