The Media Sales Institute (MSI) was created to address the media industry's challenge of ensuring a diverse workforce representative at all levels. Over ninety percent of management in media today has come through sales. In order to meet this challenge the industry needs a large base of qualified and diverse candidates. Thus, the best long-term plan to meet this challenge is to recruit highly qualified and diverse entry-level executives from educational institutions with recognized credentials in the broadcasting and media industries.

The candidates are pre-screened academically and have demonstrated a strong desire to pursue a career in media sales. The MSI is a partnership between industry and education, that not only benefits the individuals involved, but the communities in which they serve and conduct business.

The MSI is an affirmative and proactive way to recruit future executives into the industry.