As a journalism student working in marketing this past summer, I initially viewed them as two completely separate career paths. While they have individual goals and objectives for the most part, the core idea and approach have shocked me with how alike they really are. I believe the skills I developed studying journalism are actually the same ones required to become successful in marketing. Here’s a breakdown of the top five. 

1. Understanding Your Audience 

Understanding your audience is one of the first points they teach us as we begin writing journalistically. This means not only knowing who your audience is, but what they value and what matters to them. I found myself applying this same skill during my internship. As I learned more about customer insights, I began to better understand how knowing your audience made it easier to develop content that felt meaningful. Whether writing a news story or assisting in a campaign, knowing your audience is essential to effectively communicating your message. 

2. Storytelling 

Storytelling has proven to be the heart of both journalism and marketing. As journalists, we are taught to take information and facts and turn it into a story that captures an audience’s attention. In marketing, storytelling serves a similar purpose by allowing brands to connect with the audience on a more personal level. During my internship I learned that marketing isn’t just promoting a product or a service. It’s finding the story behind a brand and telling it in a way that their target audience can engage with. The ability to create a meaningful connection is a language spoken by both industries. 

3. Research and Accuracy 

Research and accuracy are essential to quality journalism and are just as important in marketing. Journalists are taught to research their topics and to verify information before it reaches their audience. Marketing also requires that attention to detail. During my internship I conducted competitive research, explored industry trends and gathered information to help in marketing strategies. While the research that goes into marketing might look different from a journalism story, they both require you to get every detail right. 

4. Writing With Purpose 

Every word you write matters, no matter the profession. I have, however, seen the importance of word choice and reason in marketing and journalism specifically. Whether the goal is to inform, explain, or bring attention to a current event or to write a blog post, email, or caption, every word should have meaning behind it. 

5. Curiosity 

The mindset of curiosity is what makes a good journalist. I have come to learn it makes a good marketer too. The more curious you are, the more you learn about your audience, ultimately leading to better communication with them- a desired outcome of both journalism and marketing. 

Both Journalism and Marketing Offer Valuable Skill Experiences

My experience this past summer has shown me the value of bringing skills to the table that you may not think initially apply to marketing. The ability to understand an audience, tell meaningful stories, write with intention and stay curious has helped me become a more thoughtful marketer. As I continue to grow in my career, I know these skills will continue to shape my work and the way I communicate with my audience — whoever that may be!

When most people think about marketing, they probably think of campaigns, advertisements, slogans or analytics. And while I’ve learned those are all very important to the marketing world, they all revolve around proficiency in one key skill — simply just listening.

As an intern, I’ve quickly learned that effective marketing starts long before content is created. It begins the moment you start to listen, in the very early stages of work. Listening to the client and their goals for their business, to team members who often have years and years of experience, to your feedback — both the good and the bad. The strongest strategies are not created by ideas or assumptions, rather understanding people, and listening to their needs.

Why Listening Matters

Listening is so easy to overlook in a world that’s always focusing on more. More posts. More emails. More ideas. But if we don’t pay attention to what real people are saying they need, these campaigns absolutely miss the mark leaving the client and consumer both unsatisfied. Listening requires slowing down, asking the important questions and being willing to pivot, adapt and change when necessary.

Lessons From My Internship

Through this internship so far, I’ve noticed that great marketers spend SO MUCH time listening and asking questions. They seek feedback. And they are always listening to the language of their clients. Learning the client’s language not only creates strong marketing, it creates a relationship built on trust.

Moving forward, this is an aspect of marketing that I think everyone can benefit from in their day-to-day life. Spend less time focusing on an answer or a desired result, and more time opening our ears to hear what people have to say.

Perhaps the most overlooked part of marketing isn’t having all the answers, it’s the willingness to listen for them.

I think everyone may have something we can learn — not just the intern.