Communications and Media Careers: Research Roles and Build Evidence

Communications and media covers a wide range of work concerned with creating, shaping, producing and distributing information, stories and experiences for different audiences. Some roles are highly creative; others depend more on research, production, technology, organisation, audience insight or commercial judgement.

Interest in creativity or influencing people does not predict suitability for this sector. Start with the work, the environment and the evidence each role requires.

Example role clusters

• Marketing, public relations and audience work: marketing, digital marketing, communications, public relations, campaign and audience-development roles.
• Journalism and editorial: reporting, research, editorial, copy and content roles across print, broadcast and digital formats.
• Production and broadcast: production coordination, camera, sound, editing, technical and studio or location-based work.
• Digital content and social media: content production, social media, community, platform and multimedia roles.
• Publishing and writing: editorial, publishing, technical writing, copywriting and related content-development work.
• Creative and live operations: events, venue, technical theatre and other creative-production support roles.

Build evidence before choosing a route

1. Pick a role cluster and medium. “Media” is too broad to be a useful target on its own.
2. Study current work examples and vacancies. Compare the tools, output, audience, deadlines, collaboration and technical expectations.
3. Create or collect evidence. A portfolio, campaign, article, video, audio piece, event, publication, research task or social-content project can help you test the work and demonstrate capability.
4. Separate durable capability from changing tools. Storytelling, audience awareness, research, judgement and production discipline may remain useful even as platforms and software change.
5. Verify the route against the actual role. Use current pathway and employer information rather than an old static list of job titles.

For current Scottish pathway exploration, see the Creative and Digital Media Foundation Apprenticeship, the Creative and Cultural Modern Apprenticeship, and the Digital Marketing Modern Apprenticeship. Use My World of Work and current vacancies to verify the requirements of the specific role you are considering.

Evidence you can explore

Depending on the role, useful evidence may include writing for an audience, researching and checking information, interviewing, producing visual or audio content, editing, planning a campaign, interpreting analytics, coordinating a production, meeting deadlines, working with a brief, collaborating with contributors, or adapting a message for different channels.

Next proportionate research step: choose two communications or media roles that produce different kinds of output. Compare their current requirements, then identify one piece of evidence you could create or improve within the next two weeks.

Return to Navigate Your Career to compare other job families, or use the wider Career Resources gateway for employability and development support.