Careers in the Media Industry

According to Times Higher Education, reports showed that between the academic years of  2021and 2022, “there were 58,700 undergraduate and postgraduate students”, that enrolled within media-related courses in the United Kingdom.

Once called “Mickey Mouse” subjects, an article by the Guardian from 2024, quotes from The British Academy study, that these subjects and courses “play a vital role in the UK’s £108 billion-pound creative
industry”, especially with new technologies such as artificial intelligence creating
false information that could pose potential risk to many different individuals
and organisations.

Many rely on those with degrees or qualifications within media in order reveal vital information, whether that be for a news corporation or an organisation, being able to communicate effectively through the right channels remains an important skill for those who work or are thinking of pursuing a career within the media industry. But in order to understand the type of communication that is needed, you need to be able to decide which industry it is that you want to work for.

Radio

What people do when they first wake up varies for many. While some find it easy to start their day, others prefer to start theirs with a random stranger telling them what the top 10 charts are for that week.

Radio presenters  are “the heart of everything” within the radio industry. Their job is to “bring stories, news, music and facts to life, and enable audiences to connect with what they’re hearing”.

Data released from Rajar; which is the official body “that collects and publishes audio statistics for radio stations in the UK”, states that “50 million adults within the UK aged between 15 and over, turned into their selective radio stations each week in the first quarter of 2025, with the average total of listening hours for that quarter totalling 1.027 billion hours.”

Although the Radio industry is still seeing a large number of listeners, the term ‘Radio is dead’, has also made its round when describing the future of the radio industry.

“Smartphones, smart speakers, and streaming apps have made podcasts easy to access. They can be enjoyed at any time, on demand, and without the limits of fixed radio schedules”,  states Radio Today.

The radio industry is also very competitive, which can make it harder for many who want to peruse it as a career.

“There are so many challengers in media…You hear ‘no’ a lot”; states Nick Bright, who is a radio and podcast presenter for BBC Radio 1Xtra and Radio 5 live.

But what radio does which online streaming platforms do not, is being able to connect and interact with their audience through live phone in. The radio also allows presenters to get live information and alert or inform their audience in real time.

When it comes to becoming a radio presenter, there are various routes that can be taken. Bitesize Careers suggests that getting a relevant qualification within either Media, Broadcast or Production, can give you a stronger chance with getting into the radio industry.

Nick also suggests that getting as much experience as possible, such as “volunteering at your local community university or hospital radio station, is a good way to build examples of work you can show potential employers.”

Getting experience within the radio industry, can not only
be used within your portfolio for future employers, but can also help with
understanding what improvements can be made in order to strengthen your chances with having a career within the industry.

Nicks top tip when it comes to wanting to pursue a career within media and radio is to “try and grow a thick skin”, “you’ll have knock-backs but just keep going”. 

Journalism
You either know them as professional whistle blowers, or a voice for the people, and just like Marmite; you either love them or hate them.

A journalist is someone who “gathers, writes and shares news information with the public through newspapers, magazines, websites, television, or radio. Their main goal is to keep the public and people informed and update them on current worldwide events, whether it’s breaking news, sports, politics, entertainment or business.

Susan Barr; a former journalist and lecturer at the university of Hertfordshire states that a good journalist needs to be “intelligent, curious, sceptical and persistent”.

There are many ways of getting into the journalism industry.
Susan explains that “the best way into news journalism is by completing a
professional diploma offered by the National Council for the Training of
Journalists, which is the standard that may editors require”.

“However many people get into  journalism via internships or by having a
strong and lively social media profile; blogs, for example, can get you noticed
by employers.”

Working as a journalist requires persistence and the ability to “show initiative”.

Susan explains that as a journalist, you should strive to find “fresh and exciting stories and offer them to editors.”

Susan further explains that being a journalist means being able to determine whether a story is news worthy or not; referring to those wanting to become journalists need to have a “nose for news”.

Susan also mentions that as a journalist, “you need to be prepared to go the extra mile in researching a piece, and have the ability to look behind the official version on a story that doesn’t sound right”.

Filmmaking
Many of us can remember having to sit down and watch a short film or documentary from time to time. But whether we wanted to or not, it’s safe to say that we can all somewhat remember the impact they had on us;
whether it was through a corny message or not.  

Filmmakers are “creative professionals who direct, produce
and often write or edit films or video content, bringing stories to life
through visual storytelling techniques”.  

When it comes to talking about filmmaking in general;
whether that be documentary or fiction films, “ a good filmmaker is one who is
critically engaged with the social and political conditions of the historical
period they are living”, says Deirdre O’Neil; a filmmaker.

Most documentaries or short films tend to cover and discuss issues
of importance and sensitivity.

“A good filmmaker should not impose their own perspectives
but should collaborate with people whose voices often go unheard. In documentary,
that means working with your subjects and allowing them to author their own
stories. In fiction film, it means creating characters that avoid cliché and
stereotype and telling stories situated in real social conditions”, explains
Deirdre.

Pursuing a career within the filmmaking industry requires
more of a practical approach. Deirdre explains that, “the best way of getting
into the filmmaking industry is to simply start making films and gaining
practical experience.”

Deirdre also explains that there are many opportunities that
can allow you to get hands on experience.

“There are plenty of spaces where you can build your skills
and develop your own voice without being shaped by the commercial pressures of
the ‘film industry’. Offer your services to community projects, get yourself
involved in the grassroots film groups or small independent productions”.

Creating your own name and identity within the filmmaking
industry not only allows you to stand out, but develops your sense of self-awareness
and independence to decide on what subjects are of importance to you, and the
best way to represent the voices that matter.

Deirdre explains that when working within the filmmaking
industry, “it’s really important to develop your own voice and style of
filmmaking”.

“Focus on subjects that matter to you and that you feel
passionate about; make that subject your own”.

Advertising

You may have watched the show Madman, and thought you too would
enjoy the workplace drama, while also trying to convince consumers that
cigarettes are actually good for them.

Although that might have worked in the 1960’s, advertising
since then has changed.  While the same
thought process remains; wanting customers to purchase products and services, many
companies and business have had to think outside the box when it comes to
trying to sell to potential customers or consumers.

Those who work within the advertising industry are
responsible for working with companies and business in order to promote their
products and services to potential consumers. Many different organisations
employ individuals in order to help them advertise new and upcoming projects,
while others go to advertising agencies; which consist of “experts in design,
writing and planning, that provide innovative and advanced skills to create
advertising campaigns that stand out in a competitive context”.

Chanda Mfula; a lecturer within Advertising at the
University of Hertfordshire explains that the best way of getting into
advertising is to get “experience relevant to advertising, media and strategic
communication”.

“Try getting involved in planning or producing advertising
campaigns and participating in publicity work within university; if you are a
student, and also through placements in external organisations”.

Chanda further explains that having knowledge and experience
within new and emerging technologies and software’s can be of great help to
those wanting to pursue a career within advertising.

“In today’s evolving digital landscape, practical experience
working with digital tools including AI, VR and AR, among others, would be a
valuable asset”.

When working within the advertising industry, Chanda
explains that having a “grasp of both critical theory and practical application
of knowledge on advertising and related fields”.

“One must demonstrate this through a dedicated and
outstanding performance in their academic work”.

“Understanding technology and being up-to-date with current
and future trends is a key part of this”.

“One must demonstrate that they have something to offer
intellectually , professionally and creatively through demonstrating what they
know, what to know and how to know it”.

Corporate communications

The term “It’s not what you say, but how you say it”, can be
implemented in many different situations.

What can be described as ‘Corporate lingo’, many corporate
organisations rely on a communication teams in order to communicate
professionally with their employees, shareholders, customers and others within
their corporate environment. These teams are relied upon heavily especially
when crisis hits.

Ramona Pistol; a lecturer within Corporate communications at
the University of Hertfordshire, explains how to gain experience in order to
work within corporate communications.

“I’d recommend seeking out any opportunity that will help
develop your communication skills, whether that’s writing press releases for a
university society, managing social media; either for yourself or for a
business or volunteering with a charity or community communications team”.

“Blogging and creating your own social media or content
projects can help further develop your skills. Internships in Public Relations
or advertising agencies can be quite competitive but they’re worth pursuing”.

“Creating a portfolio of varied written examples can show
that you understand how communications can help support a business’s objectives;
this would be a good strategy”.

Ramona further explains that when working for a potential
corporation, it requires one to  “become
curious about how organisations work, not just the communications function, but
the business itself”.

“Read annual reports, understand industry challenges, follow
corporate news beyond the headlines.”

In regards to how to stand out from other potential
candidates also wanting to pursue a career within communications, Ramona
explains that candidates stand out by being able to, “demonstrate strategic
thinking and understanding why a particular message matters, not just how to
write well”.

Working within the media industry may be challenging and
competitive, but the industry offers a wide range of opportunities and careers.
It’s important to understand how relevant work experience, producing pieces of
work, and showing resilience and confidence, can help you within your chances of
landing your dream job.