PURPOSE
The Mass Communications credential documents the essential competencies relating to general knowledge of the mass communications industry, including traditional and new media, and their evolution, funding challenges and ethical issues.
AUDIENCE
This credential is appropriate for individuals working in entry-level positions in public relations, media communications, market research, advertising and ad sales, and media marketing roles at established or new media companies.
JOB/CAREER REQUIREMENTS
The Mass Communications credentials document competencies including a working knowledge of an array of media formats, media advertising techniques and pricing models, methods for researching and analyzing audience behavior, and ethical and legal issues that affect media companies. Media communications professionals in sales, public relations, market research, advertising and media marketing roles use their skills to assist in analyzing media audiences and in planning advertising, marketing, and public relations approaches that appeal to their target readers, viewers, or listeners.
MASS COMMUNICATIONS WORKPLACE TASKS
- Research and analyze audiences, using sampling and polling methods.
- Use audience knowledge to select and plan media content and advertising strategies that appeal to a target audience
- Promote content to target audiences to drive engagement using a variety of mass communication channels and tools, including social media
- Develop and sell advertising strategies that drive revenue.
EXAM STRUCTURE OVERVIEW
Number of Questions in Exam: 75
Total Time: 90 minutes
Overall Passing Score: 70%
(All sections require an individual passing score of 70%)
