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Arkansas State University

5 Career Fields to Pursue With a Media Management Degree in Public Administration

The 21st-century media industry bears little resemblance to how consumers accessed news and entertainment before the digital age. Nevertheless, the tectonic shift opens new career paths for communications experts with media management expertise.

Cable television companies lost 31 million subscribers during COVID-19 pandemic lockdowns — the industry’s biggest hit ever. Another 27% of subscribers said they intended to cut the cord in favor of streaming entertainment and news in 2021, according to TechJury.

Moreover, younger media consumers do not help the cable television industry. “Millennials and digital natives prefer their devices over the old-fashioned TV set. They’re often on the move, and convenience is key,” notes the tech-data aggregator.

That demographic shift paints a similar picture for the newspaper industry. Print subscriptions reached their peak of 63 million readers in the late 1980s, falling to just over 24 million in 2021, according to Pew Research Center.

On the other hand, digital media consumption is only increasing. Pew Research Center notes that “digital circulation in 2020 is projected to have risen sharply with weekday up 27% and Sunday up 26%.” As a result, professionals with advanced degrees in media management and public administration will be in high demand in the coming years.

Why Invest in Digital Media?

As consumers move to digital from traditional news and entertainment channels, the advertising and public relations industries are close behind.

Advertising budgets on TikTok, for instance, are projected to grow by 84% in 2022, according to Statista, which predicted growth ranging from 50% to 60% on YouTube, Instagram, Amazon, Twitch and Google. And, like social media advertising, online public relations campaigns provide real-time access to audience reactions, enabling more effective communication through data analytics and statistics.

“Another aspect that the data and analytics help with is the fine-tuning of strategies and targeting of selected demographics based on age, gender, or other distinguishing parameters,” notes OnePitch, a digital PR services provider.

How Are Communications Professionals Preparing for the Digital Media Management Careers?

The shift to digital is forcing the media industry to rethink strategies for reaching their target audiences, making a Master of Science in Media Management (MSMM) with a public administration focus an ideal option for developing critical skills in:

  • Social media in strategic communication
  • Audience market analysis
  • Media, advertising and public information account management
  • Quantitative research methods

Arkansas State University’s online MSMM, Public Administration Track online program explores those key topics to prepare graduates for careers in the following digital communications and media sectors:

  • Journalism: The S. Bureau of Labor Statistics (BLS) projects demand for news analysts, reporters and journalists will grow by 5,400 positions annually through 2030, with a median annual salary of $49,300 for those jobs.
  • Broadcasting: The BLS estimates demand for music, news and sports announcers will grow by 15% annually with salaries in the sector averaging $41,950.
  • Advertising: Salaries for management positions average $141,900 through 2030 as the industry will add 31,000 positions, the BLS
  • Public relations: Demand for PR specialists is expected to grow by 11% through 2030, according to the BLS, which estimates the median salary at $62,810.
  • Sales: Professionals with expertise in managing sales teams earn $132,290, according to the BLS, which projects organizations will create 28,000 positions annually through 2030.

“These professionals know how to develop marketing strategies that will attract customers. They don’t just take ownership of business intelligence; they take it to the next level to develop and enhance a brand,” notes creative services placement agency Robert Half about communications managers.

In an increasingly digital world, expertise in media strategy and public administration is crucial to organizational success.

Learn more about Arkansas State University’s Master of Science in Media Management, Public Administration Track online program.

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