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What does an
Account Executive do?

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Other common names for this position: PR Account Executive, Account Handler, Advertising Account Executive, Advertising Account Manager, Advertising Consultant, Communications Specialist, Communications Executive


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.[1]

Primary Responsibilities

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.

Daily Tasks

  • 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.

Gross Salary77,842.63 $
CPP- 2,479.95 $
EI- 930.60 $
Federal Tax- 11,613.90 $
Provincial Tax- 5,595.60 $
Total Tax- 20,620.05 $
Net Pay*57,222.58 $
In Ontario, Canada, if you make 77,842.63 $ a year, you will be taxed 20,620.05 $. That means that your take home pay will be 57,222.58 $ per year, or 4,768.55 $ per month. Your average tax rate is 26.49% and your marginal tax rate is 32.98%.
* Deductions are calculated based on the tables of Ontario, Canada income tax.
Job Offers
There are currently 4960 available job offers for the Account Executive position on Below is a list of available jobs, based on Canada's most populated metropolitan areas.
Education is key ! Over [number] graduates attended one or more of these schools prior to becoming a Account Executive. These Schools usually offer specialized courses and programs that impart the necessary knowledge and skills required by most employers.
Top 5 Schools in Canada
to become Account Executive
  • 1
    Montreal, Quebec
  • 2
    Montreal, Quebec
Required Skills and Qualifications
  • Outstanding commercial awareness, creativity, drive, and initiative.
  • The desire to ensure client satisfaction.
  • Excellent interpersonal and communication skills:
  • Communicating clearly, both verbally and in writing, in order to create a clear and communicative environment between the clients and the agency;
  • having outstanding listening skills in order to comply with the clients’ requirements;
  • being friendly enough to build a rapport and receive cooperation from their media contacts;
  • being able to work both independently and as part of a team;
  • being able to deal with a diverse group of people in potentially adversarial situations using a calm, polite, tactful, discreet, and effective approach;
  • being able to write press releases and make presentations; and
  • being confident while giving presentations and pitches to the client.
  • Organizational and time management skills, ability to prioritize and plan effectively:
  • Having strong multitasking skills; being able to work in a dynamic, fast-paced environment;
  • coping with pressure and working to tight deadlines; and
  • being organized enough to run several events and handle several clients at the same time.
  • Analytical, problem-solving, and decision-making skills:
  • Identifying issues and resolving problems in a timely manner exercising good judgment and critical thinking;
  • being a clear thinker, especially when dealing with the media; and
  • using good judgment in what they report and how they report it.
  • Trustworthy enough to manage sensitive/confidential information.

A good undergraduate degree in any discipline is acceptable to enter into the Account Executive profession, although Business, Marketing, or Management degrees can be particularly helpful. Additionally, a complimentary degree in Public Relations, Advertising, English Literature, Journalism, or a similar subject may give the applicant the advantage over other candidates. Being the competitive field that it is, in order to get a job in Public Relations, a background of 2 to 5 years work experience, internships, or industrial placements is generally expected by most employers.

By entering this profession, the candidate could end up specializing in different Public Relations’ areas in business-to-business (B2B), business-to-customer (B2C), financial, healthcare, fashion, or sports. PR Account Executives specialized in B2B or financial PR tend to receive higher salaries than their colleagues working in fashion, retail, or sports PR.

Opportunities for internal promotion in this industry depend on individual performance and expertise. Most professionals in the area start out as trainees and become full-on executives in about a year’s time. From there, the candidate may progress to Account Manager to then become Account Director. Senior Executives with years of experience and an established reputation have the option of working on a freelance basis, developing their own client base and, eventually, having their own agencies.

PR Account Executives tend to work on a standard 9-to-5 basis. However, they are frequently required to put in some extra hours in order to meet the requirements of individual PR campaigns, especially when important deadlines are right around the corner. Senior PR Account Executives usually spend a large amount of time socializing and networking with new and existing clients, business partners, and industry professionals. These activities are typically conducted outside of regular office hours. Furthermore, traveling outside the office is also a regular task, sometimes including overseas travel for PR professionals who represent multinational corporations and international clients.