Job Description: PR Account Executive
by <a href="https://springpr.com/author/stephanie/" target="_self">Stephanie Briggs</a>

by Stephanie Briggs

13 October, 2021

The day-to-day

  • Write press releases, news stories, articles, case studies and product pieces.
  • Pitch press releases and feature ideas by phone or email to national, regional and trade journalists, across print, broadcast and online, to interest them in covering their clients’ stories.
  • Respond to phone calls and emails from journalists.
  • Arrange interviews and editorial meetings with key journalists for clients’ spokespeople – in person or over the phone – and facilitate these meetings where appropriate.
  • Monitor media coverage and report results to the wider team and clients.
  • Attend client events and industry conferences.
  • Handle clients’ social media accounts such as their Twitter, Facebook or LinkedIn page if required.
  • Deliver analytics reports on social media, reporting on traffic, engagement and follower figures.
  • Brainstorm fresh ideas for PR campaigns.

Key skills

  • English language fluency: You need to have excellent written and spoken English.
  • Copywriting skills: You need to be hot on spelling, grammar, and proof-reading, as well as have a creative flair for producing engaging copy.
  • Presentation skills: From communicating ideas to your team to presenting stories to journalists, you need to organise information in a succinct and interesting way to capture their attention. 
  • Strong interpersonal skills: Whether it’s over the phone, by email or in person, PR is all about people, so you need to be approachable, friendly, and empathetic, and be able to relate to people on different levels within the agency, with clients and with the media.
  • Excellent telephone manner: You will spend a lot of your time pitching stories to journalists, so you need to have the confidence to pick up the phone and speak to them and maintain a positive, friendly, and upbeat tone.
  • Time-keeping: You will often be working to tight media deadlines as well as meeting the demands and pressures of your team and clients, so you need to be able to work quickly and efficiently, without compromising on quality.
  • Resilience: You need to be ballsy enough to pick up the phone to national journalists and resilient enough to handle criticism and rejection. 

Qualifications

A relevant undergraduate degree such as PR, journalism or English Literature is expected but not essential. PR qualifications from the PRCA or Chartered Institute of Public Relations is also helpful as an alternative to a degree or at postgraduate level.

Relevant experience

Prior experience working in a PR agency, press office or fast-paced media environment is essential.

Hours

Hours are 9 – 5 with one hour for lunch (there’s flexibility here).  We are also trialing a hybrid working model where the team are coming into the office three days per week and working from home the other two.

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