A media planner works within the marketing or advertising department of a company. They help publicize and coordinate message delivery through a variety of platforms to highlight new offerings, updates, changes, or other important information an organization wishes to reach the highest number of interested parties.
A media planner must first be familiar with the goods or services associated with their company. The planner then assesses the needs of marketing campaigns and/or advertising rollouts. They offer suggestions on which platforms might perform optimally for these programs. The media planner ensures a consistency of the campaign message and then works with creative departments or independent contractors to acquire necessary media assets to support the campaign’s goals. These assets are then coordinated to the web, focused emails, television, radio, magazines, and newspapers as required.
Media planners also play an important role in crisis management within a company. In a crisis, the planner coordinates all media inquiries and either act as spokesperson or assign that role. The planner works with management within the organization to determine the proper messaging on the crisis and then ensure that all information released is consistent, on message, and coordinated through outlets in a proactive manner. Due to the need for this position to purchase and contract for assets outside the company, a media planner is typically required to establish a budget for approval and expected to adhere to it. Media purchases by the planner are expected to conform to the organization’s branding and image and may require approval by marketing management.
The planner must be organized, have excellent communications skills, and be proficient with computers. Persons wanting to work as a media planner likely need a bachelor’s degree in communications or a related field. Additionally, many companies look for prior experience in marketing, media assets management, or a related field.
Media Planner Tasks
Develop media plan options based on the company's objectives.
Analyze post-campaign results and present refinements.
Interact with internal and external partners to evaluate, maintain, and implement media plans.