July 07, 2006
by Sarah Christensen
Local Education Columnist
Only a few years ago, before September 11, it seemed impossible for airlines to do anything except succeed and build on previous triumphs. World demand for air travel was increasing, as more people took foreign holidays, or decided to travel by air. September 11 put an end to all that and now another two airlines, Delta Airlines and Northwest Airlines, are filing for Chapter 11. Many passengers still have tickets, air miles, and plans reliant on these airlines' flights. This is a potential PR disaster, but with the right PR firm on board, much consumer anger, and bad publicity can be averted depending on how the situation is handled. Integrated marketing communications are vital, both for the struggling airlines, and for those airlines that can turn the situation to their advantage. US Airways latest press releases show surviving airlines keen to honor tickets. Clearly, if you have been let down by one airline, any PR firm will tell you you'll be very grateful toward another if they get you home.
If this sort of work attracts you, then you'll need a minimum of an integrated marketing communications master degree. This type of program will help you get your foot in the door with your first PR firm. While you won't be writing press releases from day one, you could be responsible for verifying information and first drafts. An integrated marketing communications master degree, should cover subjects such as adverse publicity, linguistics, communications, corporate communications, writing, visual communications, and intercultural communication.
Studying in Monterey, CA
Where you study is just as important as what you study. A master in integrated marketing communications is going to be hard work, and you'll need to make sure that you have suitable diversions in your free time in order to study with a clear and fresh mind. Monterey has a typically Californian climate, and being located on the oceanfront, you couldn't wish for more.
About the Author
Sarah Christensen is the Managing Director of an Internet based footwear company. She has worked for various international corporations including 3M. After many years of corporate sales and marketing, she devoted her time to business development specializing in small start-ups and e-commerce. Sarah graduated from King's College, University of London with a degree in Chemistry and Business Studies.
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