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Public Relations Account Executive

2 months ago

Gloucestershire UK, South West England, United Kingdom Walker & Sloan Ltd | Certified B Corp Full time

Walker and Sloan are working with a fantastic PR Agency in Gloucestershire, as they are keen to bring on an exciting new role of a PR Account Executive.


The role of Account Executive


Job profile

As the name suggests, the role of anyone at executive level is to deliver or ‘execute’ the communications and PR programme, undertaking various activities to ensure agreed objectives and targets are met.


Put another way, if we define a communications programme in terms of objectives, strategies and tactics, the responsibility of executives is to drive the quality and execution of all campaign tactics.

In terms of raw material, we look for a high academic standard and individuals who are literate and client presentable. We look for evidence of motivation, ambition and energy, tenacity and efficiency. We want the best candidates – they are the future building blocks of our business.

Although they will enjoy client contact in undertaking actions on their behalf, the key goal of the executive at any level is to master the core skills and capabilities needed to deliver all aspects of the campaign, and this should be their focus.


The executive is passionate about results and fastidious over the presentation of excellent coverage, stakeholder collateral, and in using their initiative to support the account team and their direct line of report – in most cases, but not all, this will be an Account Manager.

At the entry level, the role is to be assiduous over account administration and production while beginning to develop an understanding of more advanced media relations and communications skills, including political and stakeholder relations.


Account Executives and Senior Account Executives should above all be media and channel experts. They should understand the complex make-up of a client’s stakeholders, and the messages to be delivered to each. It is their responsibility to know the media and communication channels relevant to each of their client accounts and to understand in detail the approach, tone and tools required to ensure the best results and outcomes.


This means understanding the commentary and the attitude of the media and political/business stakeholders to the client’s project, products or services, and the journalists who are relevant.

Executives will get to know the key contacts and influencers and ensure they stay in touch with editorial, local sentiment or political and policy changes. They will also keep track of relevant freelancers, community groups, bloggers and columnists who are important to our clients’ work.


They should feel at ease talking to the media and stakeholders discussing a client’s business or projects in a way that supports a client’s objectives. They should understand the differences between how to achieve news, feature, promotional and other types of coverage, and to maximise all opportunities, including an appreciation of how to communicate in a crisis. Likewise, on a planning project they should understand the way in which policy and planning comes about and the different layers of decision-making (local, regional, national).


In addition to the media and political and planning communications, executives will develop the relevant skills required, for example, to organise events, manage digital media such as websites and social media accounts, brief designers, copy-writing, print projects and commission photography and other graphics, under the guidance and tutelage of their manager and of more experienced team members.


Key duties and responsibilities

  • Supporting the Account Manager effectively; anticipating what needs doing next, and using initiative to contribute ideas to drive accounts forward
  • Having a good overall understanding of communication objectives, strategies and tactics, and how these are evolving to stay ahead of the curve and relevant to client needs
  • Effectively managing all account administration and taking responsibility for drafting contact reports and status reports, seeking approval prior to dispatch within 24 hours of a meeting
  • Reading, monitoring and reporting on the media on a daily basis and having a good grasp of the media environment and business landscape we work in
  • Having ownership of monthly activity planners ensuring they are fully populated and up to date, suggesting new ideas and opportunities to the Account Manager
  • Taking responsibility for tracking stakeholder sentiment, monitoring this through the media, direct stakeholder contact, Google alerts, social media networks, and by cultivating contacts and research, among other channels
  • Researching and drafting communications materials, including press releases, newsletters, feature material, stakeholder audits, among other things, under supervision
  • Dealing with client requests by telephone and managing community hotlines for projects, responding to calls and requests; ensuring they are always manned and monitored
  • Using media databases effectively; compiling media lists and being responsible for forward features and maximising client opportunities
  • Selling in and negotiating features and interviews; press briefings and meeting journalists (accompanied) and evaluating coverage
  • Having disciplined use of Camargue housekeeping and management systems (timesheets/expenses); managing time and workloads effectively and adhering to deadlines
  • Developing good knowledge of the design process, print and production
  • Liaising with clients and providing advice consistent with his/her level and attending client meetings offering constructive comment
  • Where their job requires it, to understand local government and national government structure and decision making plus policy context for our sectors and to keep abreast of those developments throughout
  • Playing an active part in the production of collateral (i.e. campaign documents, publications, consultation materials etc) working with JFD to take material through the design and client approval process efficiently and accurately. Ensuring the Senior Account Executive and / or Account Manager is aware of progress
  • Monitoring closely the logistical arrangements for events and meetings (i.e. journalist briefings, public exhibitions) to ensure they run smoothly. Highlighting potential risks or opportunities to the Account Manager.


Key skills

To be a successful Account Executive you'll need to:


  • Be self-motivated and tenacious
  • Have a solid understanding of our sectors
  • Understand the basic principles of PR and its role in business
  • Have an appetite to go the extra mile
  • Have a sharp eye for detail and accuracy
  • Be committed to the business and your role in its success
  • Have good time management and organisation skills
  • A good understanding (if relevant to your specific role and clients) of the planning process (TCPA and DCO)
  • An awareness of the wider political, current affairs and policy context