Which master's matters? A real world look at the MBA versus M.A. … and even the ABC designation

Communication World, June-July, 1997 by Cheryl O'Donovan

Jim Sheahan

Executive director of the Mayor's Office of special events, Chicago B.A. in history from St. Joseph's College

Patricia Shafer

Director of corporate affairs, Kraft Foods B.A. in political science and mass communications M.A. in journalism from Ohio State MBA from the Kellogg School of management at Northwestern

Bill Kokontis

Vice president of marketing programs for the Chicago Mercantile Exchange B.A. in philosophy and anthropology M.A. in agricultural economics from the University of Illinois

Moderator

Marilyn Moats Kennedy

Founder and managing partner of Career Strategies Author of six books, including "Office Politics and Career Knockouts" B.A. in journalism M.S.J. in science & journalism from the Medill School of Journalism at Northwestern

Get an MBA or M.A. in communication? A question many communicators wrestle with, particularly those with 10 plus years of experience and a career humming on idle. How vital is the master's to your success as communicator? Can you rise without it? Educator J. David Pincus, Ph.D., APR, delineated the merits of each degree in February's special issue of Communication World. One fundamental difference, according to Pincus, is that the MBA is a generalized, professional degree while the master's is specialized and research-driven. No matter which path, Pincus urged the communicator to get more business sense. "Tackle your fright of finance and numbers head on," said Pincus. Embrace Forbes and BusinessWeek.

Okay. Now for another perspective. You're competing for a job with 600 other faceless souls responding to the same advertisement. Will a master's or MBA make your resume glow in the dark? What does the real world say?

At an IABC/Chicago chapter luncheon in March, four experts answered the real-world questions. Jim Sheahan elevated work commitment to passion. Sheahan, a former teacher for Chicago public schools, spoke glowingly of his staff, some 70 magic-gatherers who organize the city's parades and premiere events like the Taste of Chicago.

Sitting next to Sheahan was Patricia Shafer. Shafer completed both degrees - a master's and MBA - and applied them to advantage at Kraft. Her specialty in crisis communication was evident. Shafer would stay calm despite a reporter swarm pressing microphones at her.

Third panelist Bill Kokontis is a creative force thriving in a pin-stripe industry. He is vice president of marketing programs for the Chicago Mercantile Exchange. With his roots in philosophy, Kokontis described a yin-yang balance in business, of its cyclical and even fickle nature. His reach at the Exchange is wide: from extensive training programs, to running the Exchange's library and overseeing the web site.

As moderator, Marilyn Moats Kennedy got big laughs. Kennedy has the insouciance of an accomplished performer - and a bulls-eye aim. She's at the top of her game. She's been interviewed on U.S. television shows "Good Morning America" and "20/20" and is the author of six career strategy books. If you seek advice and expect hand-holding, forget it. Kennedy's no-nonsense.

So, the cast was assembled and the script impromptu. For the communicator, is the master's meaningful? Unless you are the Michael Jordan of wordsmithing, yes. The advanced degree helps. But the master's or MBA is no guarantee of a higher salary.

Marilyn Moats Kennedy

Are you anywhere between 50 and death and thinking about getting a master's degree? What kind do you need? We want to hear from real people.

Jim Sheahan

I probably see as many resumes as any human being on the face of the earth. When I look at a resume - I do not look to just see if a person has a master's. What is most important are basic skills. Many people coming out of universities don't have them. People need to have skills as far as writing and math go - and skill sets. Plus, it's how the person presents him or herself. That's an intangible. If a person has it, they have it. You can tell. Talk to them. They're interested in producing and putting themselves into the job. Commitment is more important than any educational background. There is no substitute for passion.

Patricia Shafer

I believe in metaphors. And the metaphor that's been rolling around in my head about the value of an advanced degree is golf. Is there anybody in the room who's a golfer? What about a skier? or a tennis player? Everybody's got a hobby. Whatever it is, there are phases of hobby "advancement." One, you decide on what hobby to take on. Then, you buy the tools. For the golfer, it's a bag, clubs, balls, tees and shoes. Third, you need experience. So you go to the driving range. Hit a few balls. You gradually improve. One day, you realize your game's about good as it's going to get. You need a breakthrough...and that requires some advanced coaching. I'm a believer in advanced coaching - advanced education. The next question is: Should you get an M.A. in journalism or communication or an MBA? My answer is: "It depends." It depends on your life plan, your goals and on the effect it'll have on your family.