As a PR Account Executive, you will be working within a PR agency or integrated agency and will be responsible for creating content, managing social media and working with the media. You will be creating all kinds of content for the agency and your clients from press releases, articles, blogs, thought leadership, social content to name a few. You may be managing the social media platforms for your client, adapting your tone of voice to be consistent. Another big part of your role will be working with the media; you will be picking up the phone to sell in your press releases to the media to gain maximum coverage for your clients.
You will either be working within a PR agency or in an integrated agency and will report in to the PR Account Manager or PR Account Director. Usually you will work in pods, so that you will work on a client with a PR Account Manager and PR Account Director.
To be successful in this role you will be a people people and enjoy networking, building strong relationships and will seize opportunities to spread your message. You will love to write and enjoy being creative in your approach.
Your aim will be to influence public opinion or behaviour, or promote the profile and reputation of your clients to their intended audiences, through news items, press releases and product placements but without the use of paid advertising.
As PR Account Executive you will have the following responsibilities:
Generate positive news coverage, achieving free product placement in broadcast, print and new media, and placing spokespeople as commentators
Liaise with clients and the media daily, often via telephone and email
Build strong relationships and networks with colleagues, clients and the media
Monitor the media, including newspapers, magazines, journals, broadcasts, newswires, social media sites and blogs, for opportunities for clients
Work as part of an account team to develop client proposals and implement the PR activity
Prepare regular client reports and attend client meetings
Promote news stories and features to the media, known as 'selling in'
Manage the PR aspect of a possible crisis situation.