Journalism; Journalise Education; Hass Media; Occupational Choice; Occupations; Public Relations IDENTIFIERS Advertising

DOCUBBIT RESCUE

ED 145 446 CS 203 658

AUTHOR Egan, Christine TITLE Journalise: The Whole Story. INSTITUTION Department of Labor, Washington, D.C. PUB DATE 76 NOTE 9p.; Reprint from the Winter 1976 "Occupational Outlook Quarterly"

EDRS PRICE NF -$0.83 MC-81.67 Plus Postage. DESCRIPTORS *Career Opportunities; *Career Planning; *Careers; Editing; *Journalism; Journalise Education; Hass Media; Occupational Choice; Occupations; Public Relations IDENTIFIERS Advertising

ABSTRACT KnowiLg what a journalist does and what opportunities are available to graduates in thisfield is necessary to anyone interested in a journalism career. This reprir. discusses fivemajor categories of journalism careers: writing and editing the news for print and electronic media, commercial and professionalwriting, advertising, public relations, and broadcast journalise. Other areas described include photojournalism, teaching, and freelancewriting. General information is provided about educationalrequirements, job hunting, advancement, pay, hours, working conditions, and opportunities for women and minorities. A checklist of personal characteristics that have been attributed to good journalistsand a list of pamphlets and booklets about journalism an1 relatedjobs complete the discussion. (ES)

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A reprint from the Winter 1976 Occupational Outlook Quarterly, The U S Department of Labor's Career Guidance Magazine

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"If your journalism classroom is Questions To Ask. What do I want to hours of persistent job hunting before crowded, get used to itFor one thing, accomplish as a journalist? Am I and after graduation. the journalism classroom is likely to be serious about journalism as a career, Summer is a good time to gain crowded for the next few years For or is it just something in which I have a important on-the-job experience. For another, the marketplace for journalism general interest? Am I willing to buck undecided students, there is volunteer graduates may be just as crowded." the competition and work consistently work in the community print media; for journalism majors, there are a number So reads the first paragraph of a toward obtaining experience and, warning statement issued in October eventually, that first job out of college? of internship programs offered by 1975 by the Association for Education If you are a journalism student, you associations and by colleges and in Journalism to beginning journalism should have alrsady asked yourself universities. these questions; if you are undecided, students across the nation It's no The Beats. Knowing what a journalist consider them carefullyIf your answer secret that the market for journalism does and what opportunities are graduates is crowded, but that should to the first questionWhy journalism?is "... because I enjoy available to graduates in this field is not discourage the skilled and necessary to anyone interested in a dedicated student from pursuing a writing and have an innate curiosity about everything," then journalism may career in journalism. Five major career in this field categories of journalism careers are be your field. If your answer is ". . A wide choice of journalism writing and editing the news for the careers awaits college graduates with because I want a comfortable, good paying job from the start," you had print and electronic media, commercial good writing ability, intense or trade and professional writing, perseverance, and some general better think again Journalism occupations are advertising, public relations, and writing experience. Career possibilities broadcast journalism. Other areas usually demanding, with long hours, range from general news reporting to include photojournalism, teaching, and high pressure, and few prospects for photojournalism Within this range are freelance writing. occupations in daily and weekly getting rich. On the other hand, for the dedicated journalist, the rewards far Newspaper Reporting and newspapers, public relations, Editing A newspaper reporter collects advertising, broadcasting, magazines, outweigh the costs. What rewards? A feeling of usefulness, service to the the news by interview, through and technical or business writing research, or from wire services and public, or simply the sight of the But, whatever specialties they either writes articles upon return to the choose, aspiring journalists must build product of your efforts in print under your own bylinethese are just a few office or phones in the information to a a solid academic foundation in the rewriter. The reporter can work a If you're unsure about liberal arts and gain a wide knowledge "beat," such as city hall or municipal of what is happening around them. By journalism as a career, there is one good way to find out if it's right for court, or be on general assignment, acquiring basic journalistic skills, well- reporting different stories daily Often youtry it Community organizations roundedness, and some early faced with a deadline, the reporter lies experience in writing, journalism and editors of local newsletters are students will have prepared always looking for help. But you should themselves well for their career decide early on a journalism major, at least by your junior year of college, as journalism is not something to fall back on, it is a full-time major that requires time outside the classroom and many

Christine Egan is an 000 staff wntor la

little time to rewrite an article. More mainly feature writing. Magazine field coverage, and specialization in time and research, however, are articles, therefore, require more printing publications. required for features, articles about indepth researching and interviewing. Public Relations Public special topics that are not current Although reporting for news magazines relations (PR) work incorporates all events. is similar to newspaper reporting, the forms of communicationbroadcast Resources available to a magazine writer faces 3 later deadline and print media and face-to-face reporter include professional and has more time for rewrite and discourse. PR encompasses public authorities, witnesses, libraries, and fOHOWUD. information, investor relations, and the "morgue," or inhouse library of old Managing editors of magazines consumer services. Within all these articles at the newspaper office. Some are responsible for pictorial and areas, the public relations workerdoes newspapers have instant news-reprint reading content. They assign work to any or all of the following jobs. systems to aid reporters doing staff writers, arrange layout, and research on stories. perform general administrative duties. Programming: analyzing problems, News copy editors read copy Editorial assistants type copy, answer defining goals, organizing activities the typewritten text of a newsstory letters, interview callers, research Building relationships: gathering correcting spelling and grammar. They stories, and read manuscripts information from colleagues, staff, and check details, such as names, dates, submitted by freelance writers. outside sources. and places, and often compose Magazine copy editors check finished a Writing and editing: drafting reports, headlines. Depending on the size of copy for accuracy, grammar, spelling, news releases, speeches, newsletters, the newspaper and its staff, copy punctuation, organization, and or technical material. editing may include working on page readability. Setting up channels of layout, photoediting, or judging how Writing for a business communication: developing newsworthy a story is. In general, copy publication or technical journal requires relationships with the media and editors work with manuscripts to a basic understanding of the subject. organizing information flow. provide "dean" and coherent copy for These publications provide business Working with production: doing print. and professional people with news and layout work, design, and photography. The managing editor of a information about their specialized newspaper directs and supervises day- fields. Some business magazines, such Planning exhibits and conventions. to-day newsroom operations The city as Fortune, have a large circulation and Speaking with customers or to editor determines the coverage of local cover many subjects: others, such as groups and colleagues. news. The wire editor sifts and Iron Age, concern a single industry. Researching and evaluating: evaluates foreign and national news Many of them lack the shiny covers and gathering facts, surveying techniques from wire services such as the showy format of the commercial to evaluate the effectiveness of PR. Associated Press (AP). These job titles magazines. and functions do, however, differ from Technical writing can include paper to paper. collecting and updating information on Magazine Writing and Editing subjects such as products, services, Writing for a commercial magazine is technological advances, marketing techniques, and government regulations. Beyond writing and editing, occupations in the business press include circulation work, specific Junior employees answer telephone reports. Continuity writers draft calls, work on mailing lists, help with commercials, public service messages, research, write brochures, and scan and promotional announcements, and, newspapers for relevant information at times, program material. They must Most PR specialists work for have a creative imagination and be business corporations, but other able to write persuasive copy and employers include professional produce material quickly--often under associations, labor unions, schools, the pressure of a deadline. government agencies, and PR firms The news specialist writes Broadcast Journalism. about and reports on one area of the According to a former director of news. For example, a sportscaster television news, "Broadcast journalism may write copy, interview guests on is demanding, exhausting, and the air, or ad lib to fill unused time in a competitively never-ending." But, it can broadcast, but the subjectsports also be quite exciting, broadcast remains the same. Another type of journalists are in the middle of the specialist, the correspondent, covers a action Their work includes geographic area, often reporting on the newswnting, reoorting, editing, and scene for broadcasting later. Some production Because the broadcasting specialists operate on a freelance media are audible as well as visual, a basis, working under contract on one writer must be able to write copy that or a group of presentations. will sound well when delivered In Former reporters occupy many broadcast journalism, reporting refers of the supervisory or production to the spoken presentation of the positions in a news department Some written news serve as news editors, the people who There are two kinds of edit copy and drart editorials to be Educational Requirements. The two broadcast newsnetwork and local delivered on the air. Others work as basic requirements for a beginning Network news covers only the national assignment editors, deciding who journalist are experienc' and writing stone- and is closely timed and should cover which stories News ability. Today, because of the high synchronized Local news covers local directors guide overall policy, number of journalism graduates, a stories and is less structured than supervise reporters, and often act as college education is almost mandatory network news. Because of its reporters themselves. for a prospective journalist. A major in informality, local news broadcasting The copywriter must understand journalism is not necessary allows freedom in programming. It is consumer needs and be able to evoke Nevertheless, it is highly part of the community, local reporters public response by writing meaningful recommended by newspaper have more local influence, and they copythe text of an ad directed to associations and university placement gain more community recognition than consumers and their needs counselors because of the broad do network reporters On the other Copywriters are part sales agent, part liberal arts background it provides and hand, network news reporting usually Interpreter, and part artist, but mainly the basic journalistic skills it develops pays better and is more prestigious they are persuasive writers who Somu journalism careers Beginning positions in understand the product and the public require additional study in specific broadcast journalism include desk Photogs and Freelancers. The fields For example, technical writers assistant, newsroom secretary, and press photographer or photojournalist must be familiar with the subject about production assistant From these combines photographic ability with a which they will be writing. For this positions one can advance to journalistic eye Some have said a reason, many students pursue double researcher, unit manager, or assistant photojournalist of the future should be majors The double major can also producer a writer or journalist who can also take provide a backdoor approach to Although the number of straight good pictures. A news photograph not journalism, that is, it allows the newswriters is diminishing and the only documents a story but also graduate to work in the field of the number of newswriter- reporters is presents a story in itself by capturing second major before working as a increasing, there are still many off-the- what could not otherwise be journalist Usually, two courses of air writers Writers gather, report, or expressed. Because photojoi ,,talists study will give journalists an edge only rewrite news They also call in stones deal with the unexpected, as do if they intend to write in that alternative or write documentaries The biggest reporters, they must be prepared to area demand for newswriters exists at the work at any hour of the day or night stations that produce hourly news The freelance writer submits manuscript for sale to publication editors. Experience on a newspaper or publication staff prepares the writer for freelance work Because of the independent nature of their work, freelance writers must be well disciplined and be able to work without supervision or direct guidance The directories listed at the end of this article inc'ude several sources for names and addresses of publications that might serve as markets Courses in economics, Large dailies, such as the Washington school, advertising, and other media psychology, business administration, Post or the Chicago Tribune, require a took up the rest. and art are helpful to journalists going minimum of 3 years' experience on a Historically, although the into public relations or advertising daily paper, evidence of good writing unemplo;ment rate for recent college Courses in science or economics are ability, well-roundedness, a broad graduates has been lower than that of helpful for someone going into education, and a commitment to the the average for those aged 16 to 25, it technical or business wnting. written press. As for starting out in the has been consistently above the Photojournalism requires the mailroom, a personnel worker at the national average If the study is indeed mechanical and visual proficiency of Post says that is "next to impossible." representative of the national basic photography Carl Bernstein, the Wet, gate reporter, population of journalism students, the According to the Newspaper is an exception to the rule A college unemployment rate for journalism Funda nonprofit foundation that dropout and a copyboy who convinced graduates in 1975 was only 7.7 encourages young people to consider an editor he could write, Bernstein percentbelow the national average careers in newspaper journalism worked hard and was very lucky He of 8.5 percent. graduate study is not necessary for the does, however, possess qualities that When asked about satisfaction beginning journalist However, many a prospective journalist should have with work, most of the students. replied expenenced professional journalists drive and curiosity. that they were either very satisfied or return to school for more intensive Arrange for interviews v ith satisfied with their first jobs. The main study editors and follow up on applications function performed by the graduates Editors are impressed with sincerity was information gathenng; other and persistence and respond to functions, in order of frequency, were Experience. Regardless of what career confident rather than cocky answers writing ano reporting. editing, sales a student pursues, executives expect during interviews. A clean, neat and marketing, copy display, good writing ability and at least some appearance, as well as an immaculate photography, and management writing experience from a new resume, makes a good impression. The Bureau of Labor Statistics employee You can acquire experience The ability and the willingness projects an annual average of 2,200 in many ways to move to another city is very job openings a year for newspaper High school students can gain important Often students want to find reporters between 1974 and 1985. For early expenence by working on the work in their college town or in a technical writers, the estimated School paper a by being a "stringer," desirable city such as San Francesco. number of openings is 1,150. The reporting on high school news for the According to Jane Adams, a journalism Newspaper Fund projected there local newspaper For the college placement counselor at the University would be 2,500 job openings for student, the best sources for summer of California at Berkeley, "Many journalism graduates in 1975. The or part-time work are at the college students have to leave the Bay Area employment outlook is :avorable in paper and the small town or and then come back." She says that public relations, broadcasting, and community papers On-the-job geographic mobility is essential for a advertisingoccupations that employ experience not only offers students journalism graduate looking for that many thousand workersalthough all writing experience but familiarizes first job areas are highly competitive, according them with all aspects of the newsroom, to the Bureau. Opportunities in including journalistic jargon. photojournalism and reporting are less A good way to f'^iain early favorable due to limited openings and experience in writing is to receive an high competition internship with a newspaper, wire By and large, then, the job service, or magazine The Newspaper market appears to be open for Fund offers internships for college journalism majors. Why does everyone students and a program which say it is tight? One reason could be the establishes workshops to encourage glut of journalism graduates Over high school students of a minority 13,000 students, more than a third of group to cons:der journalism careers. them women (42.2 percent), graduated The Fund also publishes a booklet with journalism degrees in 1975 alone listing the journalism scholarships The positions are there, but they are available from schools and associations filled quickly, often before an ad is placed. The job market is also tight for That First Job. The clue to a those who restnct themselves to one successful job hunt is an early start occupation or geographic area and for and an active search This means The Job Market. A survey of 1975 those who are unwilling to accept less sending out résumés early in your journalism graduates has been than what they had hoped for. senior year of college. Directories of conducted by the Newspaper Fund Obviously, not all graduates surveyed newspapers, magazines, and other Results of that survey seem to were looking for jobs on the daily media provide the necessary contradint the popular belief that papers, but most were looking for addresses for contacting these journalism is an unmarketable major. publications Once again, the small Over 80 percent of the students polled town paper is a good place to start found media-related jobs within 6 months of graduation Over 50 percent found jobs within only 2 months Of all the jobs accepted, 23 percent were on daily or weekly papers: public relations and broadcast journalism accounted for another 20 percent; graduate or law

0 writing jobs. Although the survey demand for teachers has also over $200 more with experience. The recorded that students generally found increased. Quintus Wilson, executive average top minimum for magazine media-related jobs, results show that secretary for the Association for editors is about $450 a week, while students were taking their third or Education in Journalism, says that the writer-reporters receive from $50 to fourth choicesnot finding the jobs association receives four times as $100 less Advertising copywriters they had dreamed about many requests from schools seeking receive between $290 and $960 a A "foot-in-the-door" is the key to teachers as from people looking for week. Broadcast journalists received a journalism cattier That first job may teaching positions. an average of $200 a week in 1975 not be the best, but it is a start and Salaries also vary with the size perhaps the first step of a long climb. What About Pay? Starting salaries for and circulation of the publication. The Most positions are filled within the most journalism occupations range upper end of the pay scale is unlimited, staff, and, once you are in, you've got a between $130 and $160 a week. Over for example, a few executive editors of chance. Be willing to work at the copy 18 percent of the students who wide-selling magazines earn as much deskthat may be the only lob responded in the Fund survey received as $80,000 a year. available, and it could well be the beginning salaries over $200 a week, Pay depends on qualifications fastest way to the top yet only 10 percent were very satisfied and expenence. Nonunion publications with their earnings. This response is pay solely on this basis, while union Moving Up. Although some fields, surprising since the average beginning shops use these criteria to determine such as broadcasting, are pay for recent liberal arts graduates in levels above those which are set by characterized by strong competition, 1975 was $170 a week. union contracts. In all fields, executives the majority of journalism students in The Newspaper Guild is the and more experienced workers receive the Fund survey said that opportunities union which represents writers and higher salaries for advancement were at least fair editors of magazines and newspapers, Earnings of freelance writers Because advanced positions are news photographers, and advertising are not standardized, they vary with usually filled within the field, the key is salespeople. The Guild negotiates for the quality of the work, its length, and getting into broadcasting and working starting salanes and for salaries by the type of publication that purct...ses your way up Large papers tend to years of experience up to a certain itUnlike staff reporters and broads Est have more opportunities for promotion number of years. The highest salary journalists, freelancers have no to the middle management levels. set by a union contract is called the representative body to bargain for What are the higher level "top minimumEmployers can pay minimum levels or standard pay rates. positions? Executive positions are more at any level of experience, but Feature articles for newspapers have available in all journalism areas In they are not required to increase pay brought in from $25 to $200, but there broadcasting, there are producers, beyond the top minimum is no pay limit. One freelancer reports program directors, and assign nent Weekly starting minimums as of receiving about $400 from the editors Newspapers and magazines April 1, 1976, ranged between $123 Washington Post for an article which have managing editors, editorial and $432 for reporters and required about a month's work directors, and special section editors photojournalists under union contracts Newspapers also pay by article length, Advance positions for reporters who Top minimums for the same group usually about $6 per column of print want to avoid managing include ranged between $185 and $475 a The slick or general interest feature writer, columnist, and special week Copy and rewrite workers magazines, such as Esquire or correspondent Many journalists prefer receive an extra increment over the Playboy, pay in the hundreds or even to move into freelance writing, others minimum set and can sometimes earn thousands of dollars for an article, decide to work on that long planned while more refined, literary magazines, novel Photojournalists can become such as toe New Yorker and the New photoeditors York Times Magazine, pay less Some journalists who have because of their added prestige More been in the field for a time teach affluent publications, like the Reader s journalism courses or become visiting Digest, may pay even more lecturers at universities Teaching is Freelance editors and one area that has a very high level of ghostwriters earn flat rates, but demand With the increased ghostwriters can also receive royalties enrollment in journalism schools, the on book sales. Editors are sometimes paid by the quantity of copy they edit, receiving around $12 50 a column for their freelance editing services

Hours and Working Conditions. On the average, most journalists work about 40 hours a week. but for many the workday is not the usual 9 00 a m to 5 00 p m For reporters, the day may extend into the late evening hours if a particular story requires more work or research. Reporters are often on call to however, more women are now cover stones at any hour. Also, entering that level too. They are even because of deadlines for morning or entenng the business press, long a afternoon papers, many writers will male enclave, at an increasing rate. work in the early morning hours. The Helina Czerniejewski of the nonreporting jobs, such as those in Society of Professional Journalists, public relations and advertising, are Sigriv Delta Chi, says that characterized by more regular hours oppo..Jnikes for women have Broadcast journalism, improved, but women still have a more photojournalism, and reporting are difficult time finding a job than, do men. high-pressure occupations deadlines Mary Lifting of Women in must be met. Photojournalists are on Communications, Inc., says women are call at all hours of the day or night to more visible in the media now, but the catch an event on film as it occurs. situation is "sti" not too good on the Freelance writers set their own hours management level." She says, "There but put in about as much time as full- is still prejudiceattitude rather than time, salaried writers, albeit on factand that will take time to different schedules. Therefore, change although freelance writing requires Minorities are also increasing discipkne and responsibility, it is also their representation The Newspaper more flexible than more structured Fund sponsors programs to encourage fcbs. students of minority groups to enter Many journalists change jobs journalistic professions As cf May frequently early in their career, working 1976 the Fund approved over $60,000 up to more responsible positions in grants to 14 Urban Journalism Some change from one wedium to Workshops and 12 High School another However, most !cage dailies Visitation Programs for 1976 require a real commitment to the Newspapers and journalistic written press before hiring a full-time organizations contribute to the funding persistence reporter. for these programs agood judgment Some journalism jobs include The Urban Workshops bring verbal skill (public relations) long-distance travel and time spent high school students from minority proficiency in grammar and spelling away from the office. Work places are groups onto college campuses during often noisy and lacking in privacy the summer to study journalistic confidence The more business oriented jobs such techniques and to obtain information mannerliness in personal contact Rs advertising and public relations are about careers in journalism. In the and on the phone conducted in more businesslike High School Visitation Program, sensitivity to others (public relations) surroundings. reporters from a minonty group visit organizing and planning ability All journalism occupations the schools to introduce students to curiosity involve a great deal of contact with newspaper work. A $2,000 scholarship intellectual awareness people, both in and outside the office, is offered annually to the participant for communication is what journalism who writes the best feature article. In responsibility is all about. its annual scholarship guide, the Fund ability to get along with others lists a number of other scholarships ability to direct tile work of others Opportunities for Women and and programs offered specifically to (executive or editing positions) Minorities. Emplcyment of women students from minority groups and all ability to work quickly, accurately, and minorities today is increasing in other journalism scholarships offered and effectively under pressure by colleges and organizations across some fields of journalism more than in geographic mobility the country others. The general trend is toward ability to work independently open and equal hiring practices in all (freelance). areas. Some fields, such as public But Is Journalism for You? A quick Obviously, no one can have all relations and advertising, have and easy way to find out whether you the traits. But if you find that more than historically been more open to hiring are journalist matenal is to look down half of them apply to you, you may be women to fill executive as well as the following list of personal on the right track. Just keep in mind nonadministrative positions On the characteristics and abilities which have that the market is crowded, the other hand, men predominate in been attributed to good journalists by competition is stiff, and early editorial positions on the larger dailies, educators, editors. and journalistic experience, writing ability, and a broad associations education are essential to a successful career. The jobs are there for those writing ability who have prepared well personal drive, aggressiveness, assertiveness initiative and perception ability to think analytically under pressure imagination willingness to work willingness to seize opportunity

0 For More Information. The following booklets and pamphlets will tell you more about journalism and related jobs. They are freeunless otherwise noted

Society for Technical Communication "Jobs and Cpportunibes for Writers" "Careers in Broadcast News" 1010 Vermont Ave. NW. (Include a large, self-addressed, Radio and Television News Directors Association Suite 421 stampud, envelope.) Washington, D.0 20006 Writer's Digest 1735 DeSales St. NW. 9933 Alliance Road Washington, D.0 2003'3 Tile Newspaper Guild Cincinnati, Ohio 45242 "Come up to a Rewading Career in 1125 15th St NW. Journalism" Washington, D.C. 20005 "Education for a Journalism Career" National Newspaper Association (a list of accredited programs) 491 National Press Building National Press Photographers Milton Gross, Sec'y-Treas , ACEJ 14th St NW. Association, Inc School of Journalism Washington, D C 20045 P 0 Bex 1146 University of Missouri Durham, N.C. 27702. Columbia, Mo. 65201 "Career in Public Relations" (plus additional information) Public Relations Society of America, The following directories list "Look Into Journalism' Inc names and addresses of 1'''cations, (directed to high school students) PRSA Career Guidance agencies, PR firms, or Om, tnedia- "A Newspaper Career and You" 845 Third Ave related bu-anesses. These directories 1976 Journalism Scholarship Guide New York, N.Y 10022 or others like them should be in your A Directory of College Journalism local library and can be used either by Programs" "Cal eers in the Business Press" jobseekers to locate prospective The Newspaper Fund, Inc American Business Press, Inc employers or by freelancers to find P.O Box 300 205 East 42nd St markets Princeton, N J 08450 New York, N Y. 10017. O'Dwyer's Directory of Public These organizations can also send you ,relations Firms "Facts About Newspapers 1976" information. Broadcasting Yearbook "Your Future in Daily Newspapers' Standard and Poor's Register of American Newspaper Publishers Quill and Scroll Society Corporations, Directors and Association Foundation National Association for High School Executives P 0 Box 17407 Journalists Ayer's Directory Dulles International Airport School of Journalism Washington, 0 C 20041 Editor and Publisher Yearbook University of Iowa Iowa City, Iowa 52240 Literary Market Place Standard Directory of Advertising "Advertising A Guide to Careers in Agencies Advertising" (55 cents) Society ofPro:essional Journalists "What Advertising Agencies Are Sigma Delta Chi Publisher s Auxiliary 35 East Wacker Dr. What They DoAnd How They Do Writer s Handbook Chicago, III. 60601 It(40 cents) Writers Market Offered Material Dept AAAA Women in Communications, Inc 200 Park Ave 8305-A Shoal Creek Blvd i1 New York, N Y 10017 Austin, Tex 78758

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