Job description: PR account director

PR Account Director Main

A PR account director is the senior contact for clients within an agency or in-house organisation. They manage and oversee a PR team to ensure campaigns are delivered and service level agreements are met. Commercially minded and creative in nature, the PR account director is adept at building relationships with key commentators, industry spokespeople and senior journalists. They direct and lead PR projects and provide counsel to their clients and board alike. As a senior member of the business they deliver new business and grow existing accounts.

 

The day-to-day

  • Senior contact for client accounts
  • Managing client service and agency performance
  • Overseeing PR campaigns from creative brief to implementation and delivery
  • Analysing PR outcomes and interpreting data
  • Presenting findings to the board, clients and key stakeholders
  • Delegating to and managing a PR team
  • Nurturing talent
  • Winning new business and developing current client accounts 
  • Contributing to the overall business
  • Developing a wide network and nurturing key contacts

Key responsibilities

Responsibilities will vary according to organisation and accounts but may include a combination of:

  • Leading and managing a team of PR professionals and account managers, providing career counsel, professional development support, monitoring and performance reviews
  • Identifying training needs where required
  • Managing new accounts along with existing ones
  • Key contact for clients.
  • Overseeing media strategy and account development
  • Providing support for agency growth and development of new business pipeline
  • Achieving exceptional outcomes for current clients and managing an extended portfolio ensuring consistency of service is delivered in line with company policy
  • Championing the agency values and brand
  • Developing senior press relationships and managing contacts with key commentators, industry spokespeople and sector influencers
  • Offering crisis management and counsel to clients and extending networking opportunities
  • Overseeing provision of account resources
  • Formulating business strategy in conjunction with other directors
  • Reporting into the board and providing high level data analysis

Key skills

  • Leadership and management skills within a PR environment
  • Talent development expertise
  • Senior experience within a PR agency or in-house position
  • Business development abilities with track record of success
  • Experienced at winning new clients and pitching for business
  • Keen networker and adept at building relationships with key influencers and industry spokespeople
  • Proven ability to present complex industry information to target audiences
  • Expertise at handling a range of media to place products, grow brands or pitch for new customers
  • Excellent project management skills with strong organisational and planning skills
  • Exceptional written, verbal and presentation skills
  • Ability to analyse complex data and interpret it for a range of audiences
  • Outstanding interpersonal skills
  • Strong negotiation and delegation skills
  • Business acumen with the ability to communicate across departments and represent PR at a senior level within the business

Qualifications

Experience in relevant roles is more important as an account director than qualifications at this stage. Most will, however, have an undergraduate degree in a related subject such as English or the arts. For those looking to transfer to the industry, attractive skills include management, creative expertise and journalism. 

Relevant experience

  • Extensive experience of PR within a specific sector or industry relevant to the post
  • A strong industry network and contacts with senior journalists and members of the press
  • Proven track record of successfully implemented 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
  • Management experience of developing star performers and overseeing performance
  • Driven, ambitious and willing to contribute to the business

Salary

Earnings will vary according to sector and experience. Roles in the professional services and in London may attract a higher earning potential. Account directors can expect to earn anything in the range of £35,000-£60,000 per annum plus bonuses in some businesses.

Hours

Typical Working Hours: 9:00am - 5:30pm

Standard hours are generally Monday-Friday, 9:00am to 5:30pm. As an account 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 in a crisis.

Career opportunities

Next steps may include more senior positions within a PR or marketing agency, or PR / media management roles in-house. Your next job roles may include:

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