I thought you might find this article useful--How to land a career in digital PR.
Although the title says "Digital PR", it discusses a strategy to get a job in digital media area in general. A couple of highlights:
* Take any and all new technology classes in communication (if you are in communication major)
* Take a course emphasizing innovation, not technology per se.
“You can take a class on how to use Twitter (Twitter) or Facebook (Facebook), but soon there will be something else to come along and replace it. So understanding technology shifts can give you some insight to how things may change. It’s about forward thinking, but understanding the history of how it happened can be a big help." ~Dave Levy, a senior account executive at Edelman Digital