Nova Scotia Business Inc. public affairs adviser Sarah Levy planned on being a doctor or a writer. Instead she was seduced by the energy and excitement of helping the government explain its message to the public. She says it is a dream job. (CHRISTIAN LAFORCE / Staff)

By STEVE PROCTOR
Business Editor

IT IS NOT unusual for Sarah Levy to write five versions of the same speech for her boss.

It's not that the Nova Scotia Business Inc. public affairs adviser is unhappy with the prose; she simply knows different audiences require the message to be tailored in a different way.

"If a speech is being delivered in Yarmouth or Sydney, I have to know the issues in those areas and make sure the speech addresses those concerns. If the speech is being given nationally, as opposed to locally, I have to make adjustments for those people who aren't familiar with our agency and the role we play."

Good communications officers "need to be able to put on the shoes" of the people they are delivering a message to and anticipate their needs, be they visuals or sound bites for the media or charts and graphs for a business audience.

Ms. Levy bristles at the terms spin doctor and communications flack that the media use to describe her profession. She says while trying to portray a company or agency in the best possible light is one part of the job, that can always be done with a clear, truthful message.

"For me, the responsibility to present the truth is the same as it is for a journalist or a good leader. It.s never about trying to muddy the waters."

People interested in getting into the field should be good listeners, good strategists and have a love of language. They should be good writers but need not necessarily "be spelling bee champs" or fabulous orators.

They definitely need to be prepared to learn more than one or two new things every day.

"It's often better if you are not someone seeking the spotlight. Your job is often to ensure others get that opportunity."

Ms. Levy is a musician in her off hours, a talent she hopes brings a lyrical quality to her speeches and press releases. If an athlete were doing her job, she believes they would bring some special determination or discipline to the role.

"If somebody is good at something, it will translate into their work in some way. That's true of what I do and I think it's true of any job."

To learn more about a career as a communications officer, read on.

WHAT THEY DO?
The group includes specialists in public relations and communications who develop and implement communication strategies and information programs, publicize activities and events, and maintain media relations. Activities include researching and editing material for internal and external audiences; preparing reports, speeches, brochures, press releases or newsletters; developing workshops, meetings and other events for publicity, fundraising and information purposes; arranging interviews and news conferences; and acting as spokesperson for an organization. Development of presentations for film, compact disc, videotape and slide shows is increasingly required in this occupation.

WHAT ARE THE WORKERS LIKE?
To work in this field, you must be organized and resourceful. You must have excellent oral and written communication skills. You need to have good interpersonal skills and be able to work as part of a team. Ability to meet deadlines and work under pressure is essential.

The average age of this group is relatively young, 37. Forty-three per cent have a university bachelor's degree and 17 per cent have a non-university certificate or diploma. A majority of practitioners .77 per cent - are female, and most work in Halifax, 72 per cent.

WHERE DO THEY WORK?
Annapolis Valley 6 per cent
Cape Breton 11 per cent
Halifax 72 per cent
North Shore 7 per cent
Southern N.S. 4 per cent

WHAT TRAINING OR EXPERIENCE IS REQUIRED?
A university degree or diploma in public relations, communications, journalism or a related discipline is usually required to work in this field.

Ability in French or other language is a definite asset. Practitioners in public relations may require an APR (accredited in public relations) designation.

WHAT ARE WORK PROSPECTS?
Strong analytical skills and good grasp of technology are assets for this profession, and specialized knowledge in a particular field may aid employment prospects. The need for good public relations in an increasingly competitive business environment should spur demand for these professionals. The provincial and federal governments are large employers of these occupations.

There has been a trend among PR companies to reduce the number of PR staff. As a result, contract or parttime work is expected to continue to grow.

Outlook: Fair
Employment in 2005: 1,060
Estimated average annual number of job openings for new communications officers: 42
Earnings in 2005: Average of $18.25 hourly with a maximum of $28.25

TYPICAL JOBS:
Fundraising consultant, media relations officer, public affairs officer, press secretary.

For information, or to explore over 300 other careers in Nova Scotia, visit the Education Department's Career Options website: novascotiacareeroptions.ca

On the Job is a weekly feature looking at career opportunities in Nova Scotia. Past columns are archived at www.jobspress.com