Essentially, Public Relations Account Executives aim to generate a buzz around their clients and promote the positive image of the company or individual they are representing across different media outlets, including print, online, and broadcast media channels. The majority of PR Account Executives are employed by PR agencies, and handle a number of different client accounts simultaneously. Alternatively, in some cases, PR Account Executives are employed by integrated marketing agencies or the in-house PR departments of large commercial companies.
Here’s a non-exhaustive list of common tasks Account Executives are required to complete.
- Handling a number of client portfolios, aiming to get their clients plenty of exposure across different media outlets such as internet, TV, radio, newspapers, and magazines:
- Meeting and liaising with clients to discuss PR strategies and directing all PR efforts toward their specific target audience;
- monitoring publicity and conducting market research to find out the needs, concerns, and expectations of the clients’ audiences;
- designing and implementing PR campaigns in accordance with their clients’ requirements, understanding their needs and objectives;
- working with Account Planners to devise a campaign that meets both client’s brief and budget;
- presenting campaign ideas, deadlines, and costs to clients;
- keeping clients up-to-date on new promotional opportunities and the progress of their current PR campaigns, monitoring media coverage and reporting back to their clients via email, over the phone, and through presentations;
- presenting creative work to clients for approval or modification;
- acting as the liaison between the client and the PR agency; and
- managing various other elements of successful PR campaigns, such as press releases and interviews.
- Managing the public perception of their clients, speaking on their behalf if necessary, and clarifying their positions on certain critical issues; managing bad press, if any.
- Attending networking and media events, as well as meetings with clients, suppliers, and partner organizations.
- Cultivating relationships and liaising with influential contacts in the press and broadcast media.
- Collaborating effectively with external business partners, such as advertising agencies.
- Keeping up-to-date with all issues that affect the company or organization, as well as the latest industry developments:
- Avoiding or responding to negative media coverage.
- Ensuring compliance with the agency’s bylaws, regulations, policies, and procedures.
- Meeting with clients to discuss PR strategies.
- Promoting a positive image of the client and handling negative publicity efficiently.
- Designing and implementing PR campaigns in accordance with their clients’ requirements.
- Keeping clients updated during every stage of the campaign.
- Presenting the campaign ideas, strategies, creative work, and budget to the client for approval.
- Writing client reports.
- Being the link between the client and the agency.
The average Account Executive salary is $77,469 per year or $40 per hour. This is around 2.4 times more than the Median wage of the country. Entry level positions start at $54,000 while most experienced workers make up to $108,000. These results are based on 218 salaries extracted from job descriptions.