The Master of Science (M.S.) in Media Management, Mass Media Management online program at Arkansas State University (A-State) opens pathways to diverse career opportunities within the dynamic field of media communications. The only of its kind in Arkansas, this program offers foundational knowledge in media communications while helping students tailor skills to individual career goals. Focused on refining competencies in public relations, integrated communications, entrepreneurship, news and broadcasting, graduates bring expertise in the multifaceted media landscape to their leadership roles.
The program trains students for leadership roles, covering essential topics such as media entrepreneurship, crisis communication and media account management. A-State’s advanced degree underscores the significance of well-trained leaders in mass media and online environments. By offering a non-biased and professional approach to media management education, the program aims to prepare graduates for the complexities of the industry.
What Is Mass Media?
Mass media employs traditional channels like TV, movies, print advertising, magazines, radio and newspapers. It also employs digital channels, including news websites, streaming services, blogs, online advertising and social media platforms to inform, educate and entertain a wide audience.
Brands utilize both traditional and digital platforms to connect with their target audience, build awareness and boost engagement. Mass media is a powerful tool for companies to effectively promote goods and services, reaching broader audiences and increasing sales.
What Is Media Management?
Media management is a business administration discipline encompassing strategic management, procurement, production, organizational management and marketing. Various definitions highlight aspects such as supervising and motivating employees, operating facilities efficiently and building a bridge between general management principles and the specifics of the media industry. Media and internet management involve goal-oriented activities in planning, organization and control within information creation and distribution processes in media enterprises.
Journalism
Journalism is a dynamic storytelling field in which news analysts, reporters and journalists inform and shape public discourse. Journalism professionals gather, investigate and report news stories across various media, such as print, broadcast and online platforms. Their general responsibilities include researching, conducting interviews and crafting compelling narratives to present accurate and timely information to the audience. Whether covering breaking news or feature stories, journalists contribute to the public’s understanding of current events and issues.
Experienced journalists with management degrees often take on editorial or managerial positions. News analysts may transition to news editors (annual salary of $75,519), where they guide the overall direction of news coverage, make editorial decisions and supervise reporters. Journalists with expertise in strategic planning and decision-making may pursue roles such as news directors (annual salary of $70,110) or executive editors (annual salary of $108,981), where they not only manage day-to-day operations but also shape the editorial vision and policies of the media outlet.
Broadcasting
Broadcast media is a diverse industry encompassing creative, technical and managerial roles in both entertainment and public information. Ideal for those passionate about creating and engaging with television and radio content, broadcasting offers roles in television, radio and sales — each with unique responsibilities.
Broadcasting program directors (annual salary of $79,802) shape the content and vision of a program. They make editorial decisions, coordinate production teams and ensure the program aligns with the station’s objectives. Sales managers (annual salary of $77,559) in broadcasting navigate advertising and sponsorship deals, playing a crucial role in the financial sustainability of broadcast outlets. They work to secure partnerships and maximize revenue through sales strategies.
On the technical side, broadcast engineers (annual salary of $79,802) ensure the smooth operation of broadcasting equipment and systems, troubleshoot issues and implement technological advancements to enhance the quality and efficiency of broadcasts.
Advertising
Advertising leaders play vital roles in creating and executing campaigns that captivate audiences and promote brands. Advertising encompasses a wide range of responsibilities, which includes conducting market research, identifying target audiences, developing creative concepts and strategically placing content across various media channels.
Within advertising agencies, specific management roles contribute to the seamless execution of campaigns. Account executives (annual salary of $66,562) serve as liaisons between clients and the agency, manage relationships, understand client needs and ensure that campaigns align with strategic goals. Production managers (annual salary of $67,318) oversee the logistical aspects of campaign execution and coordinate timelines, budgets and resources to bring creative concepts to fruition. Creative directors (annual salary of $99,147) shape the artistic direction of campaigns, providing visionary leadership to copywriters, designers and other creative professionals.
Public Relations
Public relations (PR) transcends common misconceptions — it is not confined to advertising or press releases but rather constitutes a strategic communication process to foster mutually beneficial relationships between organizations and their audiences. PR professionals forge robust connections with multiple stakeholders, encompassing journalists, government agencies and industry bodies.
Public relations account executives (annual salary of $51,858) serve as intermediaries, adeptly managing relationships between clients and the agency while ensuring alignment with broader goals. Production managers (annual salary of $120,418) oversee the logistical intricacies of campaign execution. Creative directors (annual salary of $145,581) assume a pivotal position in shaping the artistic direction of campaigns, providing visionary leadership to creative teams.
Sales
Sales leaders in the field of mass media play a pivotal role in driving revenue and fostering business growth. Tasked with overseeing sales teams, these leaders develop and implement strategic sales plans to maximize advertising and sponsorship opportunities across various media channels. They cultivate relationships with clients, agencies and stakeholders by understanding their needs and tailoring comprehensive media solutions.
Within all of the mass media fields, there are many sales management roles. Sales representatives earn a national average salary of $70,968 annually, while sales managers earn $131,075 annually.
Prepare to Lead in Mass Media
Graduates of A-State’s unique program are equipped with the strategic insights and managerial acumen necessary to thrive in the dynamic landscape of media communications. Whether shaping news narratives, overseeing broadcast operations, crafting compelling advertising campaigns, strategically managing public relations or leading sales teams, A-State’s program lays a solid foundation for professionals to excel in their chosen leadership careers, contributing to the influential world of mass media.
Learn more about Arkansas State University’s online Master of Science in Media Management, Mass Media Management program.