If you’re about getting the job done and are unhappy until your client is ecstatic, you might make one heck of an account executive. But before you make rash career decisions, read on to see if you’ve got what it takes—we’re betting you do—and if an account executive job is everything you’re looking for.
What exactly does an account executive do?
Whether working in public relations or at a radio station or a pharmaceutical company, an account executive scouts and builds relationships with new clients and cultivates relationships with existing ones.
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An account executive is the point of contact for clients and brand teams, often interacting with both daily. Elements of the job include planning and coordinating account activity, including press releases, media pitches, blogger and influencer outreach, press conferences, product samples for editorial placement, and promo events, such as photo shoots and videos.
What skills do you need as an account executive?
“First and foremost, an account executive must be a good writer—it’s non-negotiable,” says Arzu Yonak, owner and creative director of Addicted Youth Public Relations. You have to be able to communicate your client’s message effectively and engage the media and target audience.
Erin Pieretti, a senior account executive with the Bauserman Group notes that good customer service, strategic planning skills, creativity, and attention to detail are also important.
You need solid sales skills, too. For example, if you’re an account executive at a magazine or TV station, you’re responsible for securing ads that help keep the publication or network afloat.
Are the skills required of an account executive at a PR firm different than those required at another type of company (e.g., website, radio station)?
Yonak says the skill set is essentially the same; there’s just a difference in how it’s applied.
If you’re an in-house account executive for a company, you’re all about the positioning and strategy of that company’s brand. You’re likely overseeing various accounts at a PR firm, each requiring its own strategy.
Who is an account executive’s boss?
Each company’s internal structure is different, so hierarchies vary, but an account exec reports to a designated senior account executive, account manager, or department director. Sometimes, they may report directly to the agency director or the president/principal.
Are there other titles with similar responsibilities?
This may depend on a company’s internal structure. At Addicted Youth Public Relations, for example, account execs are essentially mid- to senior-level publicists responsible for specific accounts.
The role of an account manager is similar to that of an account executive. However, some agencies reserve this title for a supervisory position, overseeing a team of account executives.
What do I need to get ahead as an account executive?
Hard work and dedication are required. This isn’t a typical 9-to-5 job. You have to be driven, available to your client, and able to work in a fast-paced environment.
You should also be simultaneously creative and strategic—you control your client’s message, so you must be mindful about what you put out there to ensure the message aligns with the brand.
How can I get my foot in the door as an account executive?
You’re off to a good start with a degree in business, marketing/advertising, public relations or communications, says Pieretti. And if you want to work at an agency, Yonak adds, your best bet is starting with an internship and working your way up the ladder at an agency or in the media industry to build contacts.
Get a fast track into working in PR by taking a Mediabistro online course on public relations.
FAQs on Becoming an Account Executive
1. What does an account executive do?
An account executive serves as the primary point of contact between a company and its clients and is responsible for scouting new clients, building and maintaining relationships with existing ones, and coordinating various account activities. Depending on the industry, these activities can range from press releases, media pitches, and influencer outreach to organizing promotional events like photo shoots and video productions.
2. What skills are necessary to succeed as an account executive?
Key skills include excellent writing ability, customer service, strategic planning, creativity, and attention to detail. Strong sales skills are also important, especially in roles where securing advertisements or sponsorships is part of the job. The ability to communicate effectively and engage the target audience is non-negotiable.
3. Does the skill set for an account executive differ by industry?
While the core skill set remains consistent—good writing, strategic planning, and customer service—applying these skills may vary depending on the industry. For instance, the focus might shift between brand positioning and strategy in an in-house role versus managing multiple accounts at a PR firm.
4. Who does an account executive report to?
Reporting structures vary by company. Depending on the organizational hierarchy, an account executive may report to a senior account executive, an account manager, a department director, or directly to the agency’s director or president.
5. Are there other job titles with similar responsibilities to an account executive?
Yes, similar roles can include mid- to senior-level publicists in a PR firm who focus on managing specific accounts. The account manager title might also encompass similar duties, though it often denotes a supervisory level overseeing a team of account executives.
6. What does it take to advance in an account executive position?
Advancement requires hard work, dedication, and the ability to thrive in a fast-paced environment. Being creative yet strategic in controlling and disseminating your client’s message is crucial. Success in this role is not just about putting in the hours; it’s about being driven, available, and mindful of the brand’s alignment with its messaging.
7. How can I start a career as an account executive?
A business, marketing/advertising, public relations, or communications degree sets a solid foundation. Gaining experience through internships, especially at agencies or within the media industry, can provide valuable contacts and a pathway to climbing the professional ladder. Additionally, specialized courses on public relations, such as those offered by Mediabistro, can fast-track your entry into the field.
8. Is working as an account executive a 9-to-5 job?
No, being an account executive often requires flexibility beyond the typical 9-to-5 schedule. The role demands availability to clients and the ability to work under tight deadlines, which can extend into evenings and weekends depending on the project and client needs.
