Working in new media

The Internet is here to stay, it's changed the face of business and leisure the companies that provide services from design, marketing and information to services such as an electronic shop that can be bolted onto an existing site will continue to provide those services because they're still needed.

And new media covers production of CD-ROMs, internet and intranet sites, interactive tv sites, information kiosks, games and SMS and Wap services. So don't despair if you think that your dotcom dreams have crashed. It just be a little more difficult to realise them.

Essential roles
Firstly there are the careers that every industry needs

• Marketing and PR - every company needs marketing to the people who will buy their services
• Finance - someone has to keep the books in order.
• Administration - make sure that there is always enough pink and purple stationary to match the walls and you'll be fine!
• Sales - anything from selling ad space on your site to selling the business to other companies. You'll be making the contacts, taking the knocks and the stress and if you're lucky wining and dining!

You may find that there aren't many entry level positions in the first two roles but keep an eye out or get your training elsewhere and then move across.

More specific roles
Account manager/Account Executive - You'll liaise on a day to day level with clients making sure that everything is running properly in the project and communicating the needs of clients to the team at the company and vice versa. You'll need to be good with people, whether they're in a good mood or not! Start off as an exec and get promoted to manager.

Project Manager/Producer - You will draw up the schedules, ensure that there are enough people working on the project at the right time, organise meetings and take minutes and generally drive people like a demon to make sure the project finishes on time. You'll need to be organised, tactful and efficient - and also realistic! You may also have responsibility for budgets. Start off as an assistant and get promoted to full blown manager.

Information architect - People don't just browse websites or flick through games. There are certain ways of structuring the information on a site, a cd, a game console that ensure that users will be able to find what they want quickly. Which means they will be happy with the product! Through applying knowledge, but also through testing and focus groups, the information architects come up with the best ways of structuring information. An eye for detail and an understanding of what users need - which often comes in the form of a Masters degree - will be the key things you'll need for this role.

Designer/Artist - you come up with the look and feel for your products. You'll be required to take client briefs, present your ideas and then take them forward with any changes. You might have to work with existing branding or you might get complete freedom of expression! But either way you will start at the bottom, implementing the work of senior designers, cutting your teeth and learning the ropes until you're allowed to come up with the design schemes all by yourself! You'll definitely need a design degree or HND to get into this - and a cracking portfolio! Understanding of tools such as Macromedia's Fireworks and Flash will be helpful.

Programmers - You write the code that makes it all work and you might be working on a very detailed level, with systems such as Cold Fusion or TeamSite which make sites run up to HTML and javascript programming. To do this you'll have to have a logical frame of mind, enjoy puzzle solving and have some kind of experience. Sometimes companies will ask for people with Computer Science degrees.

IT - This lot are called something different in every single company it seems!! However, the responsibilities are two-fold. Firstly, you will take care of the internal network, systems and computers of your own company, that includes buying software and new systems. You could also be involved in the relationship between your company and whoever runs their web servers, which are almost always held in a server farm away from the site you work on. Secondly, you might get involved in writing specs for clients of the company, making sure that you suggest software and hardware that meets both their requirements and their budgets. Tricky stuff!

QA technician - Testing. Does the website work on Macs and on PCs? Is there a bug at the end of the game which means you can never finish it? You'll have to

Editorial - What is actually going into this site or product? How do you get hold of it and what will the tone be? The editorial staff decide what competitions will run when, with whom, what articles will you run and when and who will write them? Pretty much like the editor of an offline magazine or newspaper.

Top tips for getting into new media - whatever the kind

1. Be into new media. There's no point raving on about the brilliance of a print ad to an interactive media producer, they want to know that you are interested in the area that you are actually going to work in. Take the time to look at the media, what do you like and what don't you like? If you are producing a portfolio then make sure it contains relevant examples of coding or design. Put urls on your cv.
2. Get skills. The more you have the more useful you will be to a company. If you are a producer who can also code then you'll be able to speak to clients more easily. If you are a designer who understands information architecture the chances are that your designs will be more effective than one who doesn't care. You don't have to be a multi-skilled genius. Get your knowledge from books and sites like www.webmonkey.com where you can do free online tutorials on everything from content management systems to information architecture.
3. Be informed. Know what's going on in the industry you want to get into. Keep an eye on www.macromedia.com for new products, www.uk.revolutionmagazine.com for newmedia business news, www.createonline.co.uk for creative and design info, www.gamesbiz.net for business info on the gaming industry.
4. Be prepared to work. Yes, the new media industry is more relaxed than others in some ways, the offices are usually quite cool and the dress code is relaxed, but these people work pretty hard!
5. Be realistic. The days when you could get paid thousands for not much have gone. There is still a shortage in programmers but even they will need to accept that you don't get something for nothing. Plus, you may not find that the company that wants you works on the really cool sites, it might be corporate work or e-business. Get the experience and move on later.
6. And finally - be persistent and enthusiastic! After all, this is an area that lots of people want to work in and companies will be receiving a lot of applications and doing a lot of interviews. Don't get down hearted! Don't give up!
   

by Katie Streten