A PR account manager is typically responsible for managing a portfolio clients and promoting them to their target audiences. An influencer of public opinion, you grow brands and help drive sales through a range of PR tools such as news items, press releases, case studies, product placement and social media activity. You will be the key to shaping your client’s reputation and profile and will manage their press coverage and often advertising too.
- Managing a portfolio of clients’ PR accounts
- Providing strategic counsel to clients to aid their PR and wider marketing campaigns
- Providing commentators and product or company information to the media (newspapers, magazines, radio, television and online news sites)
- Building relationships with existing and new clients
- Building relationships with key media contacts
- Liaising with clients regarding press campaigns, creative projects and PR solutions
- Dealing with the media, speaking to journalists and other members of the press
- Providing innovative and creative ideas to clients
- Briefing clients and updating them on press campaigns
- Analysing PR coverage and providing written reports
- Communicating effectively with a range of stakeholders
Responsibilities will vary according to organisation and accounts but may include a combination of:
- Daily point of contact with key media contacts
- Developing industry, sector and product focused PR campaigns
- Managing the needs of the client and their accounts
- Contributing to daily meetings, and liaising and updating clients on PR activities
- Keeping abreast of current PR trends and tools
- Building client relationships and maintaining a network of media contacts including journalists and industry spokespeople
- Spearheading both traditional PR and social media projects
- Developing news angles, stories and pitches to further the client’s profile, products and services.
- Fulfilling the client’s key performance indicators and growing accounts
- Being involved in pitching for new business and developing PR proposals
- Managing a high level of client interaction
- Managing and mentoring junior members of staff
- High levels of communication - both presentation, verbal and written skills
- Impressive emotional intelligence and interpersonal expertise
- A passion for the media, including social media
- Flair for creativity, strategic thinking and innovation
- Strong copywriting and marketing mastery
- Commercially aware and business savvy
- Good industry knowledge and experience in building influential networks
- Solid computer prowess and project management skills
- Outstanding organisation with an ability to manage multiple projects and portfolios
- Service focused and sensitive to confidential information
Graduates with relevant degrees in the arts, media or public relations are desirable. PR qualifications from the PRCA or CIPR are also highly valued. However, a lack of qualifications aren’t necessarily a barrier to entry if you can demonstrate strong interpersonal, writing and project management skills, a creative flair and an interest in the media.
Work experience in related fields including journalism or marketing offers transferable skills to a career in PR and is therefore attractive to potential employers.
- Experience of directing business to business (B2B) or business to consumer (B2C) PR accounts
- Agency experience is preferred
- Evidence of copywriting, marketing and report writing, social media, event management and client liaison skills
- Strong communication with excellent presentation and data analysis capabilities
- Aptitude to build a network of influencers and press commentators
- Industry knowledge and contacts is beneficial
Salaries vary according to seniority, experience and industry sector with financial and B2B often paying amongst the highest. Location has a bearing too, with London paying a higher wage than other geographic areas. A typical salary for a PR account manager will be in the range of £25,000-£35,000.
Standard hours are generally Monday-Friday, 9:00am - 5:30pm. There may be a requirement to work irregular hours or overtime to meet client deadlines, manage a client crisis or press launch. Attending networking events and social occasions with clients will also add to your working hours.