欢迎来到阿特伍德泰特’s industry spotlight series, where we go behind the scenes of each of our recruitment desks to give you the scoop on working with Atwood Tate. This week, Olivia returns, focusing on Marketing and Publicity roles.
营销
出版营销人员做了什么？
营销人员负责促进publisher’s products or services to their target audience, whether that be to individual consumers (B2C) or other businesses (B2B). Marketing can broadly be split into traditional (e.g. print advertisements, newsletters, flyers, brochures) and digital (e.g. social media, email, websites, paid search, SEO). The majority of marketing roles in publishing combine the two or are digital focused, so it’s advisable to keep your digital skills up to date.
营销人员有许多不同的渠道和techniques at their disposal and roles will vary depending on the nature of the product or service and target audience. For example, if you are marketing books to teachers you are likely to produce a lot of visually appealing marketing collateral and do a lot of direct mail campaigns. On the other hand, if you are marketing a medical journal to doctors you will likely target them with intellectually stimulating email campaigns.
Do you need a marketing qualification to work in marketing?
绝对不。这是雇主可能会发现所需的东西，但很多人在入场级别的角色开始并从那里积聚。Some people choose a qualification once they’ve built up some experience and decided on an area to specialise in. The Chartered Institute of Marketing (CIM) and Institute of Direct and Digital Marketing (IDM) both provide qualifications which can be studied for alongside a full-time job. Your employer may even cover the cost of the course.
营销工作会带我在哪里？
营销非常重要，因为您发展的技能和知识是非常可转让的，对这么多雇主和不同行业有用。出版时有丰富的营销作用。有些人选择留在大多数职业生涯中出版的一个领域，而其他人则围绕不同的部门移动，特别是如果您有特殊的技能或需要高需求的专业。
由于有如此多的营销角色，有很多机会职业发展和机会迁入管理职位或非常专业的角色。
宣传/公关
出版中的公共代表是什么？
Publicists are responsible for managing relationships with authors and dealing with their agents. Their job is to secure press coverage for books in the print, broadcast and online media so they are expected to build strong press relationships. They are also responsible for organising and attending events with authors, such as book launches and signings, interviews, author tours and appearances at literary festivals. Publicists need to stay informed about new trends and developments in their area of publishing and they often attend editorial meetings and contribute to pitches for new acquisitions.
Is PR all about parties and schmoozing with authors?
是的，您可能有机会与高调和名人作者合作。您也可以与新的和首次亮相作者合作，这可能就像令人兴奋和奖励一样。无论作者名单如何，都有很多努力工作和关系建设，以取得任何成功的活动。
Do you need a big network of media contacts?
最初没有。在初级角色，您将通过他们的竞选管理员协助PR管理人员。随着时间的推移，您将开始建立联系人网络。如果您正在努力特别标题，这可能会很大。例如，如果您正在使用烹饪作者，您将建立与烹饪杂志和食品博客的联系人。
您需要在营销和宣传方面取得哪些技能？
市场营销和宣传角色密切相关nrequire similar skill sets. Anyone who wants to succeed in one of these roles needs superb communication and relationship building skills. They are busy jobs so excellent organisation skills are also essential. Creativity is also important. Some publishers work with small budgets, so you have to be innovative and resourceful to come up with new and inventive ideas. Keeping up to date with trends in the market is also key.
Marketers in particular often need to have strong copywriting skills and a good eye for detail. Photoshop and InDesign experience is a plus, especially if working in a collateral heavy role. Software skills are important as there are marketing programs you will be expected to use, such as CRM, email, social media, marketing automation software and analytics tools. There are a wealth of programs which do different things so it’s good if you can pick them up quickly. Video and audio content creation skills are increasingly desired in publishing, especially when working with online products.
If you are looking for a job in Marketing or Publicity,get in touch with Olivia atOlivia@atwoodtate.co.uk。
