Public relations account executives work to promote their clients' businesses and policies to the public.
Public relations account executives work to build positive public images for their clients. By fostering a relationship between their clients and the public, they are able to promote an organization's goals and policies, or help businesses to increase profits. A career as a public relations account executive requires both the necessary academic background and professional experience, because the field can be extremely competitive despite its continued growth.
Duties
Public relations account executives write press releases and communicate with the press to release information about their clients. They utilize a variety of media, including television, radio, newspapers and magazines, to create positive public images for their clients. In some cases, they will also help design client logos and artwork. Public relations account executives may arrange interviews for their clients with members of the media, or set up public speaking engagements. Some may also write speeches for their clients and create promotional presentations to be used during addresses as well. They may also arrange conferences or conventions that promote issues that are important to their clients. In addition, public relations account executives are sometimes responsible for sales or advertising promotions.
Training
Most public relations account executives have a bachelor's degree in a field related to communications. This may include communications, journalism, English or marketing. Some colleges offer programs in public relations as well. In addition, students often find courses in creative writing, finance, psychology, sociology and political science helpful. Practical experience in the field should also be part of a public relations account executive's training. Many students participate in internships in the field, so they are prepared for entry-level positions when they finish their degrees. Membership in the Public Relations Student Society of America can provide good networking opportunities for those who wish to go into the field as well. Training may also occur on the job while working with experienced public relations specialists. There are several organizations that offer certifications for public relations executives as well. Requirements vary, but generally students must complete a degree in a communications-related field and pass a certification exam.
Environment
Public relations account executives work in a public relations office, and usually have several clients. These may include hospitals, nonprofit organizations, colleges and universities, and businesses. Public relations account executives usually work standard 40-hour weeks, but may have to work overtime. Schedules largely depend on client events and deadlines. Public relations executives may spend a great deal of time traveling as well because they must attend client speeches, presentations, conventions and community meetings.
Salary
According to the Bureau of Labor Statistics, the median annual salary for public relations account executives was $51,280 as of May 2008. The top 10 percent was paid more than $97,910, while the lowest 10 percent were paid less than $30,140. The middle 50 percent earned between $38,400 and $71,670.
Employment Outlook
The Bureau of Labor Statistics estimates that employment for public relations account executives will increase by 24 percent between 2008 and 2018, which is a much faster rate than the average for all occupations. Increased opportunities will result in part due to the expansion of social media, which provides public relations executives with new avenues to reach the public. Job opportunities should be best for those with college degrees in public relations or a related subject and previous work experience in the field.
Tags: account executives, relations account executives, relations account, their clients, public relations, Public relations, relations account