(uh-kount man-ij-muhnt) (n.)
The practice of managing a client’s public relations efforts from within an agency. Public relations account managers work to impart information about a client to the general populace. These specialists are responsible for writing press releases for general distribution, answering questions about a company for press or investment purposes, providing material for public speaking events involving the client, identifying target segments of the populace that are critical to the client's success and working with marketing teams to ensure that all products or services provided cast the client in the best possible light. They typically work for public relations firms and agencies, and handle individual clients from the firms’ client lists.
Clients seeking public relations range from public figures and celebrities to commercial companies of all sizes. Public figures, such as state or federal government officials, may retain public relations account managers to oversee campaign planning or other issues that require direct work with the populace at large. Commercial organizations may hire or contract these specialists as part of an advertising push or brand development strategy. Larger companies may regularly employ a number of account managers to oversee other public relations specialists for a series of ongoing projects. Account managers typically work standard 40-hour weeks with overtime expected during a client's major events or marketing pushes.
Most employers seek public relations account managers with a degree in business, communications, English, journalism or public relations. Smaller clients may only request a bachelor's degree in one of these fields, while national figures or companies may prefer a master's degree or specialized training in the client's field. Many account managers work for years under established managers as public relations specialists or in similar roles before becoming managers. This allows new graduates and entrants to the field to learn from more experienced managers while building their own portfolio of completed work and professional contacts.#BR#