I work with a business to communicate its expertise and successes to potential clients via media.
They would see me managing all of the different projects and tasks that I am working on that day. Usually that will include promoting a new hire, a closed financing deal, and a major thought leadership initiative that will help our potential clients see us in a more positive way.
You need to be able to communicate effectively with people inside your organization. Especially in big companies, you have to rely on the cooperation of others to accomplish your goals, therefore you need to be able to communicate with them well.
Here's the first step for college students
This really depends on what industry you want to be in, but if you want to have a communications role for a large business, a college degree is requisite. It doesn't really matter what school you go to or even what your major is necessarily, but to get your foot in the door you need a degree. If you want to go into the entertainment/fashion communications world, a college degree might not be necessary.
"There's a lot of competition for jobs, everyone wants someone who already has experience in the field."