A PR associate director plans public relations activity and develops strategies for a range of clients. From winning new business with innovative, creative proposals, to executing them with exemplary implementation skills, the PR associate director will also follow up with evaluation and deep data analysis. This role requires strong project management skills and outstanding creative flair. Excellent interpersonal skills are required to develop client relationships and act as senior counsel to the wider business.
The day-to-day
- Senior contact for client accounts.
- Manage client service and agency performance.
- Oversee PR campaigns from creative brief to implementation and delivery.
- Analyse PR outcomes and interpret data.
- Present findings to the board, clients and key stakeholders.
- Delegate and provide advice to junior team members.
- Nurture and develop talent.
- Win new business and grow client accounts.
- Contribute to the overall business.
- Develop a wide network and establish credible contacts.
- Provide strategic advice to senior board members and key stakeholders.
- Manage superior service delivery and nurture client relationships.
- Comply with legal formalities and contractual obligations.
- Seek new business opportunities, pitching to prospective clients and network contacts.
Key responsibilities
Responsibilities will vary according to organisation and accounts but may include a combination of:
- Managing client relationships and building long-term partnerships with key client groups.
- Providing feedback and dialogue with existing clients, and evaluating current and past projects.
- Executing creative client projects and liaising with key personnel regarding delivery and success.
- Generating new business and identifying growth opportunities within current client contracts.
- Developing a consistent and innovative corporate brand message.
- Providing senior leadership within the business.
- Developing the public relations team alongside other senior leaders to support brand building exercises and boost positive media coverage.
- Taking ownership of storytelling with new and creative ideas, driving the editorial strategy with content pitches, press alerts and new campaigns in a range of media including social media.
- Monitoring the industry and external climate to advise on public relations strategy and positioning.
- Managing public relations crises and providing counsel to senior leaders.
- Reporting into the board and supplying high level data analysis.
- Developing senior press relationships and managing contacts with key commentators, industry spokespeople and sector influencers.
Key skills
- Outstanding public relations skills, both verbal and written.
- Ability to present to a range of stakeholders at a senior level and at client events.
- Creative talents with an ability to initiate new campaigns.
- Delegation and supervisory skills.
- Keen networker with an ability to build and maintain large numbers of industry and media contacts.
- Team player with leadership and management skills within a PR environment.
- Project management talents with an aptitude for organisation and attention to detail.
- Ability to analyse complex data and interpret it for a range of audiences.
- Business acumen with the ability to communicate across departments and represent PR at a senior level within the business.
Qualifications
Bachelor’s degree in a relevant discipline including marketing, communications or business is desirable but not essential. Experience may outweigh professional qualifications with employers looking for proven track records in a similar position.
Relevant experience
- At least five years solid PR experience within a specific sector or industry relevant to the post.
- A strong industry network and contacts with senior journalists and members of the press.
- Excellent client handling.
- Proven track record of successfully implementing PR campaigns for a range of clients.
- Polished presenter and adept at explaining PR terms and outcomes to senior players.
- Commercial acumen and experience of developing new business.
- A deep understanding and knowledge of the PR and communications sector.
- Management experience of developing star performers and overseeing performance.
- Experience in managing budgets.
- Driven, ambitious and willing to contribute to the business.
Hours
Standard hours are generally Monday to Friday, 9:00am to 5:00pm. As a public relations associate director and the key contact for clients you may be required to work irregular hours when workloads demand or to attend key industry events and networking forums. You will also need to be on hand to manage in a crisis.
Salary
Earnings will vary according to sector and experience. Roles in the professional services and in London may attract a higher earning potential. Associate directors can expect to earn anything in the range of £45,000-£85,000 per annum plus bonus in some businesses.
Career opportunities
Next steps may include:
Browse PR associate director opportunities with PRWeek Jobs, the specialist PR job site
