Job Outlook 2002 lists a career in the field of marketing in the top ten of demanded degrees. I plan on entering into this line of work after my graduation in 2004. My focus will be in the creative line of advertising and I plan on directing my attention mostly towards the Public Relations aspect of advertising. The Occupational Outlook Handbook online version informs that the nature of my work in an advertising firm is to coordinate market research, marketing strategy, sales, advertising, promotion, pricing, product development, and public relations activities of the firms clients. More focused is the work of the Public Relations Manager who directs publicity programs to a targeted public. To be proficient in the field of public relations I must use and be familiar with every type of medium available. As a PR rep for any firm I will be the voice to their consumers and the general public. The OOH goes into more detail by saying that PR reps assist company executives in drafting speeches, arranging interviews, and maintaining other forms of public contact; oversee company archives; and respond to information requests. In addition, some handle special events such as sponsorship of races, parties introducing new products, or other activities the firm supports in order to gain public attention through the press without advertising directly (OOH). The average employee of a firm such as this is highly focus on the aspects of integrated marketing communication, which is just an easy way of including every available service and medium in the field of Advertising into one. When advertising firms first began to appear they were strictly that, advertising. Their clients would have to go elsewhere to find a PR rep or a Marketing Counselor. Now the leading companies in the field of advertising incorporate all of these things into what we call integrated marketing. Advertising, marketing, promotions, public relations, and sales managers are provided with offices close to those of top managers.