An athletic director for media relations at a university has the job of promoting the athletic program in the community.
A four-year bachelor’s degree in public relations, communications, journalism or a related field is necessary to obtain this position. A higher degree (master's or doctorate) in a related field, which may take an additional two-five years to earn, would be more valuable.
Because of the limited number of these positions, there will likely be a lot of competition for these jobs.
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A media or public relations position can work in any organization that needs to distribute information to the public or improve their image in the community (and that are big enough to financially justify this position). Brian happens to work for the athletic department at a university.
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Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook
Explore Careers, Labour Market Information, Government of Canada