A Promotion Coordinator working at a television station is responsible for developing and implementing special projects and promotions to enhance the station's image and make it more visible. The Promotion Coordinator has varied duties depending on the size and organization of the station where he or she is working. At larger stations the individual has more specialized responsibilities, while the person working in a small station might be the only one in the department and have to do everything.
Many of the functions of the Promotion Coordinator revolve around writing. He or she is responsible for writing press releases and announcements about new programming, television specials, station personalities, promotions, and events in which the station is taking part. The individual may also be responsible for writing the little blurbs often seen in newspapers and TV guides about upcoming programs. The Promotion Coordinator may write newspaper ads to advertise television programs the station is airing or events in which the station is participating. He or she may also write brochures or booklets distributed by the station.
The individual is responsible for developing effective promotions and special projects as well as implementing them. He or she may come up with a variety of contests and sweepstakes to run on the station. The Promotion Coordinator must put the idea in writing and bring it to the station management. After the initial idea has been approved, the individual must find the appropriate time of the year to run the promotion, check into state and federal regulations, decide on a set of rules for participants, find sources for prizes, and implement the contest on the air. He or she is responsible for writing press releases on the event for other media as well as for on-air promotion. The individual is also responsible for advising members of the staff about the event.
Other projects the Promotion Coordinator may develop include the sponsorship of events for community organizations, such as marathons, sporting events, and other entertainment, and fund-raising telethons. Individuals working at cable stations also have to develop promotions that help attract new subscribers.
An important function of the Promotion Coordinator is to arrange appearances for station personalities at events and in other media. He or she may set up interviews with magazines and newspapers for feature stories on newscasters, or to interview show hosts or show stars. In certain stations the Promotion Coordinator might also function as the public relations or community relations coordinator. In these cases, he or she could also be expected to write speeches for other members of the station, handle public relations problems, arrange press functions, and work with community groups.
The Promotion Coordinator works closely with the advertising department to find ways to increase the viewing audience, which will in turn increase advertising revenues. Together the two departments work on promoting and advertising new programs, new viewing seasons, and TV specials. The Promotion Coordinator may be asked to come up with attractive promotion packages for potential advertisers. If the television station is a local network affiliate, the Promotion Coordinator might also work with the network on promotions and special projects. He or she may then be asked to travel to meet with network representatives. The individual must also travel on behalf of the station to any conventions, meetings, and seminars related to promotion or advertising.
The Promotion Coordinator works fairly normal hours. He or she may have to work late occasionally or work on a weekend if a special project is taking place. Depending on the organization of the station, the Promotion Coordinator may be responsible to the advertising director, the marketing director, or the general manager of the station.
Salaries for a Promotion Coordinator depend greatly on the size and market of the television station for which he or she is working. Compensation is also dependent on the experience and responsibilities of the individual. Smaller stations often offer annual earnings so low that they are close to minimum wage. Most individuals feel, however, that a low beginning salary is worth the experience value of the position. Earnings for those working in smaller markets can range from US Dollars 23,000 to US Dollars 28,000 annually. Income for those working in larger markets can range from US Dollars 24,000 to US Dollars 49,000 plus.
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