The role of the media professional in contemporary times

Abstract

Contemporary times present several trends with strategic potential for advertising and the media: digital technologies, use of data, streaming, interactivity, content production, influencers, among others. Each characteristic can (and should) be studied to strengthen brands in such a competitive environment. The media continues to be a vital link in advertising work. So, how does your performance develop considering so many particularities of today? Looking at the area with all its creative potential, this article presents, based on a bibliographical review combined with documentary research in reports in the area, some possibilities of the professional role of media in contemporary times. In the end, we reinforce: creativity is the most necessary competitive skill for advertising professionals, working in the media or in the most diverse possibilities in our area.