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Case Studies

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Wong Fung Chiu

on 12 October 2014

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Transcript of Case Studies

Career Notes
Advertising Specialist
On-Air Talent
COMM 3001:
Case Studies in Communication
Career Planning and Representation

Introduction: Aims and objectives
New possibility of self-representation
Job seeking: searching and selecting
Application: standard required documents for job application
Interview: skills of representation

Media Professionals
Provide you some possible choice in media industry
Identify your talent, especially, your interest.
Examples of the Media Professionals:
Advertising Specialist
On-Air Talent
Group Activity!
Divide into groups of 3-4 group mates
Each group will receive a situation card
Try to use the skills and tips mentioned in the previous sections to represent yourself
Ask yourself the following questions:
What elements should be included in the self-representation?
How to keep your strengths and make yourself be outstanding in the interview?
Send a representative to present as the interviewee!
Orlin, Peter B. (2004). Career Perspectives in Electronic Media. Oxford: Blackwell. Chapter 8: Cueing up your Career: One Hundred Suggestions for Breaking into the Profession, pp. 209-225
Morgan, Frank (2002). 'A Never Ending Story: Capabilities for the Media Professions?' Asia Pacific Media Educator 12/13: 194-202

After attending this short tutorial, we hope you'll:

start to figure out your own talent and interest in the field of careers;
have a clear understanding of what are you going to face after graduation;
have a clear picture on how to prepare and represent yourself to the employers; and
be stimulated to develop your own outstanding portfolio.


In order to achieve the aims, we will include the following parts in this tutorial:

New possibility of self-representation
Media Professionals
Skills for interview and required documents
Group activities

Required documents and interview skills
Required documents
Interview skills
Required documents – E-portfolio
Get this free template:
10489167 / 21427992 Wong Fung Chiu Josie
10582153 / 21423119 Ho Pui Lam Miu

Advertising Agency
Account service
Account Executive
As the primary liaison
Manage and execute campaign
Creative Director /Copy writer /Studio Artist (Graphic Designer, Photographer...)
Formulates and present concepts by visual communications media
Produce outstanding creative work
Career Tips
Learn more about the industry as possible;
Get internship and get yourself involved;
Be curious and explore yourself more;
Prepare a portfolio, especially on creative side of the industry;
Be prepared to start at the bottom
Career Tips
Programming links
Set-ups and Transitions
Station call letters
Positioning statements
Creative Hooks
professionally deliver all relevant information (e.g. weather)
In-depth knowledge of the music being played
What is an e-portfolio?

"In general, an e-portfolio is a purposeful collection of information and digital artifacts that demonstrates development or evidences learning outcomes, skills or competencies.”

E-Portfolios as professional self-presentation:

Define your range of target audiences
Develop your range of careers
Steps of developing an e-portfolio:

1. Sort your materials and find existing samples for reference

2. What technologies your are going to use? By using these technologies, collect, review and develop your materials.

3. Make sure your portfolio is well-structured and clear

4. Prepare and reframe your e-portfolio to ensure relevance for specific submission/ display

5. Continue to update and work on
Possible materials for an e-portfolio for different jobs:

YouTube videos
Any production work from your university study
Your assignment work
Production work of photo-editing, video-editing, etc.
Media industry placement work, reports, feedback, etc.

1 year experience working as a English Teaching Assistant
3 years part-time experience (till now) working as a tutor in various courses, such as homework-tutoring, Cambridge English courses, abacus course, and even cooking course
Able to write teaching materials for specific course
Able to handle a class of 16 kids by my own
Different fields: Magazine, Newspaper, Electronic- Media
Research, document, write and present the news
Interviewing people
Attend news conferences
Writing copy
Building contacts and sources for pitching story ideas
Career Tips
Know your strengths;
Learn the mechanics of the job;
Develop calling cards
Network and follow up
Good communication skills;
Able to work well alone or in a team;
Be prepared for multitasking;
Long and unpredictable working hours should be expected;
Curious about everything
2 months internship experience as Account executive in Advertising Agency
Clients: Coca-Cola, Georgia Coffee and Aquarius and Nike
Never had any first-hand experience
Help doing research
Work for different types of production: Events, Print ad, Apps...
Learning every seconds in the office
Talk more, get in touch with people
Referral is important!
Duties: Off Air
Daily pre-show meeting
Pre-show and live interviews
Contribution to comedy skits
Writing scripts
Scanning daily newspaper for any relevant items
Reviewing promo cards for possible on air use etc.
Public Appearances
Duties: On Air
Statement addressing selection criteria
Usually 4-5 selection criteria (half – one page each).
Demonstrate prior experience, qualifications, ‘issues’ and strategies against specific requirements of the position
Suggested by Dr. Rob Cover
The degree subject
Complimentary subject
Skill development
Technical expertise
Work experience
Volunteer activities
Community involvement
Cover letter
Reasons of applying
Very brief summary
Contact details
Preparing for your career:
Planning ahead
Developing a Resume
Seek career advice
Follow market trends
Decide what is important to you
Gaining work experience

Act now!
During the interview:
Your first impression
Be polite
Sit straight
Smile when you’re answering the questions
Nob when you’re listening
NEVER Badmouth your past employers
Preparations you should do before attending an actual interview:
Knowing as much as possible about the company
Practice answering typical interview questions
Plan on what you are going to wear
Arrive ahead of schedule
Practices make perfect!
Full transcript