How to Write a Public Relations (PR) Account Manager Job Description: Top Duties and Requirements

A Public Relations (PR) Account Manager, or Public Relations Manager, is responsible for creating and maintaining the public image of a portfolio of clients. Their duties include building relationships with new and existing clients, planning and creating social media/marketing content, and approaching media outlets for an interview or advertising opportunities.

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Public Relations Account Manager duties and responsibilities

A Public Relations Account Manager’s main duty is to find new clients and maintain relationships with the ones they already have. They do this by fulfilling the following duties and responsibilities:

  • Research current marketing trends 
  • Communicate with the client’s social media or marketing team to plan future content 
  • Manage a portfolio of clients 
  • Coach clients on interview answers and marketing campaigns 
  • Build relationships with media contacts 
  • Schedule interviews with media outlets 
  • Create content for social media or other marketing campaigns 
  • Track digital metrics to see which strategies are most effective
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What does a Public Relations Account Manager do?

A Public Relations Account Manager manages clients’ image. They do this by promoting them through social media and other marketing techniques to reach their target audience. If a client has a negative image, a Public Relations Account Manager works to improve it. Public Relations Account Managers also handle media interaction on behalf of their clients by scheduling interviews and providing quotes or public statements.

Public Relations Account Manager skills and qualifications

A successful Public Relations Account Manager must have strong interpersonal skills to be able to effectively communicate with their team, clients, and media outlets. Additionally, they have various prerequisite skills and qualifications necessary to perform their duties effectively, these include:

  • Knowledge of public relations strategies
  • Able to use any social media platform
  • Strong written and verbal communication skills
  • Ability to multi-task and manage multiple projects at once
  • Willingness to learn and keep up to date with industry trends
  • Creative-thinker
  • Able to maintain confidentiality
  • Great organization and management skills

Public Relations Account Manager experience requirements

As a Public Relations Account Manager is a managerial position, candidates usually require five to 10 years of experience in public relations or marketing. Those with previous work experience in media, as a Journalist or Social Media Coordinator, have transferrable skills that make them qualified, too. Candidates should also have experience managing a team or a portfolio of clients. Public Relations Account Managers must have experience with copywriting, media communications, public relations, management, and/or marketing.

Public Relations Account Manager education and training requirements

A Public Relations Account Manager should have a bachelor’s degree in marketing, communications, journalism, or a related field. You may also prefer candidates with a relevant post-graduate degree or certificate. For example, Humber College in Ontario offers an advanced public relations diploma program that prepares professionals for the industry. Most Public Relations Account Managers receive training by starting at an entry-level position as a Public Relations Assistant or Public Relations Intern and working their way up.

Public Relations Account Manager salary expectations

According to Indeed Salaries, the average salary for a Public Relations Account Manager in Canada is $61,728 per year. This varies depending on experience, location and hiring company.

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Public Relations Account Manager job description FAQs

Where do Public Relations Account Managers work?

Public Relations Account Managers typically have their own office for their team to meet with clients and media personnel. Most Public Relations Account Managers travel frequently to meet new clients or attend press tours with their clients. In some cases, they travel for extended periods of time.

Who works under a Public Relations Account Manager?

Public Relations Account Managers typically manage a team of professionals to ensure they can help clients with an audience of any size. A Public Relations Account Manager typically oversees Public Relations Assistants and Public Relations Interns. The amount of assistants and interns a Public Relations Account Manager employs depends on the number of clients in their portfolio.

What should you look for in a Public Relations Account Manager resume?

The first thing you should look at in a Public Relations Account Manager’s resume is their educational background. Candidates with a bachelor’s degree in public relations, communications, journalism, marketing, business, or English can all be successful Public Relations Account Managers. Another consideration is the candidate’s work experience. Prior experience in a public relations, marketing, or management role is necessary for this position.

What is the difference between a Public Relations Account Manager and a Public Relations Account Director?

A Public Relations Account Manager works under a Public Relations Account Director as the Director is typically the head of a public relations department. A Public Relations Account Director oversees the entire team and manages client portfolios at a high level. They ensure clients are happy, and delegate tasks to other team members, including the Public Relations Account Manager.

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