From Academy Bylaws:
Article III, Section 1. Membership shall be by invitation of the Board of Governors. Invitations to active membership shall be limited to those persons active in the motion picture arts and sciences, or credited with screen achievements, or who have otherwise achieved distinction in the motion picture arts and sciences and who, in the opinion of the Board, are qualified for membership.
To be considered for invitation to membership in the Marketing and Public Relations Branch of the Academy, an individual must:
(a) have achieved distinction in the marketing and public relations field and, in the opinion of the executive committee, reflect the high standards of the Academy,
(b) have a minimum of seven years employment in the field of publicity, advertising or promotion
in the motion picture industry.
1) Of the seven years employment in the field, five years must have been as the head of a department or as a chief strategist involved in marketing or publicizing theatrical motion pictures.
In this executive position the individual must customarily and regularly exercise comprehensive and discretionary powers, specifically the formulation and implementation of creative strategy in the marketing or publicizing of motion pictures.
2) The "head of department or chief strategist" requirement can be waived if, in the judgment of two-thirds of the Marketing and Public Relations Branch Executive Committee, the individual has otherwise earned special merit or made an outstanding contribution within his or her field of endeavor.
c) have, after a minimum of two years as the most senior marketing executive at a motion picture production/distribution company, made an outstanding contribution within his or her field of endeavor, in the judgment of two-thirds of the Marketing and Public Relations Branch Executive Committee.
Proposals must be accompanied by a letter from each sponsor which addresses as specifically as possible, how the candidate meets the above requirements. The letter should begin with the statement, “I have read and am familiar with the current requirements of membership in the Marketing and Public Relations Branch.”
To keep membership in the Marketing and Public Relations Branch active, members must continue to serve in the motion picture industry for a period of no less than twenty years, said length of service to include the years prior to membership as well as those subsequent to joining the Academy.
In the event a member leaves the industry to take up employment in a non-entertainment industry field of endeavor, or takes a hiatus from working status prior to completing the required years of service, he or she will be designated for transfer to the Associates category, said transfer to become effective one year after notification of Associates designation.
In the event a member who has been moved to the Associates category resumes employment in the motion picture industry, he or she may request reinstatement in the Branch.