Public relations (PR) account executives are communications professionals.
They help companies develop and maintain a good image.
Every time a company has a new product to sell, a PR account executive
helps get the media interested and tries to get good reviews for the product.
To get positive media coverage for a new product, PR account executives
have to be creative. They have to decide what media events would best suit
the product.
"It's the right positioning or idea or angle that really excites the reader
or changes people's minds," says Cindy Monticue. She is a senior PR account
executive in California.
The PR account executive decides if there should be advertising for the
product in magazines, in newspapers, on the radio or on TV. They may also
try to get the media to tell stories about the new product.
In order to tell the press about a new product, a PR account executive
writes and distributes news or press releases. These are letters that tell
the media about a new product or a specific event that's going to take place.
Companies often want PR account executives to set up a specific event that
will get the media and the general public interested in their product. Trying
to carve the world's largest chocolate bunny in front of city hall is an example
of a media event that a chocolate company might stage.
Another way to tell the media about a product is to give them a tour where
the company makes its product. For example, the press might be interested
in a tour to see how the caramel gets inside a chocolate bar.
PR account executives also hold press conferences. That's where they tell
the media about certain events or products. They also answer questions about
the company and its product.
They give companies advice on what trade shows they should attend and help
set up conventions.
As you can see, PR account executives must enjoy meeting and working with
new people. In a typical month, they will work with several clients and on
many different projects.
They also have to be quick learners and able to adapt. "Every day we will
write about, research and have meetings on subjects as diverse as airports,
the oil patch [and] the environment," explains Rachel Ballantyne. She is a
PR account executive.
Writing news releases and preparing a product campaign is done in an office
setting. However, not all the work is done in an office. PR account executives
spend a fair bit of time on the road.
They meet with the media, go to trade shows, conventions, press conferences
and media events. They may also have to travel to meet with clients.
PR is not a 9-to-5 job. "You'll find that overtime is more the rule than
the exception, especially as you move up the corporate ladder," says Monticue.
If there is a media event to be worked out or a news release to be written,
the PR account executive has to stay until it's finished.
Planning a special event will probably mean working on the weekend. Hours
aren't flexible in this career, unless you choose to freelance instead of
working with an agency.
There aren't any specific physical requirements to be a PR account executive.
A physically challenged person could do this job.