How to Become a Technical Writer: Career Guide, Salary Data & Real-World Advice

What Does an Account Manager Do? Skills, Salary & How to Break In

Everything you need to know about account management roles at agencies, including daily responsibilities, required skills, and career path.

Jenell Talley is a journalist and program analyst with a background spanning media, government, and editorial work. She holds a journalism degree from Howard University and a master's in human resources management from the University of Maryland.

5 min read • Originally published June 6, 2016 / Updated April 6, 2026

5 min read • Originally published June 6, 2016 / Updated April 6, 2026

Part salesperson, part customer-service representative, an account manager is the critical link between a company and its clients. If you enjoy building relationships, solving problems, and ensuring client satisfaction, account management could be an ideal career path.

What Does an Account Manager Do?

An account manager serves as the liaison between an agency (or company) and its clients. They oversee the client relationship from start to finish—understanding what clients want to achieve, ensuring the agency delivers, and keeping everyone aligned along the way.

“I am responsible for making sure clients’ needs are met, and their voices are heard while coordinating with others and fulfilling the contractual day-to-day duties we’ve been hired to perform,” says Beth Adan, senior publicist at Three Girls Media, a public relations and social media management agency in Washington.

Account Manager Responsibilities

Daily responsibilities vary by industry and company size, but typically include:

Client relationship management — Building and maintaining strong relationships with assigned accounts
Presentations and pitches — Working with sales and marketing teams to prepare client presentations
Strategy development — Designing marketing strategies and media proposals
Communication — Handling client communications, writing reports, and translating client needs to internal teams
Budget management — Monitoring budgets, tracking spending and revenue, and explaining cost factors to clients
Business development — Identifying new opportunities within existing accounts and upselling products or services
New client acquisition — Some account managers are also responsible for identifying and pitching potential new clients

Skills Required to Be an Account Manager

“An account manager should be a proactive self-starter who understands business in general,” says Dave Di Maggio, president of Aqua Marketing & Communications in St. Petersburg, Florida. “He should also be a keen observer of society and trends, specifically among clients’ target audience, and possess financial management skills.”

Essential Skills

Skill Category	Specific Skills
Communication	Verbal and written communication, presentation skills, active listening
Interpersonal	Empathy, emotional intelligence, relationship building, conflict resolution
Organization	Project management, attention to detail, time management, multitasking
Business	Financial management, budgeting, strategic thinking, industry knowledge
Technical	CRM software, Microsoft Office/Google Workspace, basic analytics

Availability Matters

“While your work-life balance is important, being available and timely with your communication is essential for building trust and keeping a client’s account up to date,” says Adan. That sometimes includes evenings and weekends.

Attention to Detail

Being meticulous helps you avoid missing vital information about a client’s needs or misinterpreting what they want. “The simple mistake of incorrectly translating Eastern Time to Pacific can make or break a deal for your client,” Adan notes.

Account Manager Salary

Account manager salaries vary based on experience, location, industry, and company size.

Experience Level	Typical Salary Range
Entry-Level (0-2 years)	$45,000 – $55,000
Mid-Level (3-5 years)	$55,000 – $75,000
Senior (6-10 years)	$75,000 – $95,000
Director/VP Level	$100,000 – $150,000+

Note: Salaries in major markets (New York, San Francisco, Los Angeles) typically run 15-25% higher. Many account managers also receive performance bonuses tied to client retention and revenue growth.

Account Manager Career Path

Who Does an Account Manager Report To?

In larger firms, account managers typically report to an account supervisor or VP of client services. They may also supervise account executives or coordinators who assist with day-to-day client tasks.

Career Progression

Level	Title	Typical Experience
Entry	Account Coordinator / Account Executive	0-2 years
Mid	Account Manager	2-5 years
Senior	Senior Account Manager / Account Supervisor	5-8 years
Leadership	Account Director / VP of Client Services	8+ years

Similar Roles

A publicist is a similar role depending on the company, though the jobs aren’t interchangeable. “As a publicist, I am an account manager, but not all account managers are publicists,” says Adan.

Other related titles include client success manager, customer success manager, client relationship manager, and business development manager.

What Does It Take to Get Ahead?

“Those with strong interpersonal skills—empathy, emotional intelligence, verbal skills, flexibility—tend to go far, even making up for having less strength in other skills,” says Di Maggio. “People want to do business with people they like.”

How to Break Into Account Management

Build Your Personal Brand

Adan recommends developing a strong personal brand. Strengthen your social media presence, personal website, and professional profiles to demonstrate how well you can manage public perception—a preview of how you’d represent clients.

Get the Right Education

“A college degree is a must,” says Di Maggio. Degrees in public relations, advertising, marketing, or communications provide a strong foundation for careers in account management.

Start with Internships

Don’t overlook internships, even unpaid ones. They frequently lead to full-time positions and provide invaluable hands-on experience managing client relationships.

Ready to start your account management career? Browse account manager jobs on Mediabistro.

FAQs About Account Managers

What is the primary role of an account manager?

An account manager is the critical link between a company and its clients. They ensure client needs are met, relationships are maintained, and the company delivers on its promises. This includes understanding client objectives, coordinating with internal teams, designing strategies, handling communications, and monitoring budgets.

What skills are essential for an account manager?

Key skills include strong interpersonal skills (empathy, emotional intelligence), excellent communication, keen observation of industry trends, financial management, attention to detail, and responsiveness to client needs. Being proactive and self-directed is also crucial.

Who does an account manager report to?

In larger organizations, account managers typically report to an account supervisor or VP of client services. They may also oversee account executives or coordinators who assist with client relationships.

What’s the difference between an account manager and an account executive?

Account executives are typically more junior and focus on supporting client accounts, while account managers take ownership of client relationships and strategy. Account managers usually supervise account executives and have more decision-making authority.

How much do account managers make?

Entry-level account managers typically earn $45,000-$55,000, mid-level professionals earn $55,000-$75,000, and senior account managers can earn $75,000-$95,000 or more. Salaries vary by location, industry, and company size.

What degree do you need to become an account manager?

Most account managers have a bachelor’s degree in public relations, advertising, marketing, communications, or business. While not always required, a relevant degree provides a strong foundation and is often preferred by employers.

Is account management a good career?

Account management can be an excellent career for people who enjoy building relationships, solving problems, and working at the intersection of business strategy and client service. It offers clear advancement opportunities and the satisfaction of directly impacting client success.

What industries hire account managers?

Account managers work in advertising agencies, PR firms, marketing agencies, media companies, technology companies, financial services, healthcare, and virtually any B2B industry. The role exists wherever companies need someone to manage ongoing client relationships.

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What Does a Social Media Manager Do? Job Description, Skills & Salary

Everything you need to know about social media management careers

7 min read • Originally published February 1, 2016 / Updated April 6, 2026

7 min read • Originally published February 1, 2016 / Updated April 6, 2026

Social media managers are responsible for building and maintaining a brand’s presence across social platforms. They create content, engage with audiences, analyze performance data, and develop strategies to grow followers and drive business results. It’s a role that combines creativity, analytics, and communication skills.

If you’re considering a career in social media management, here’s what you need to know about the role, required skills, salary expectations, and how to break into the field.

What Does a Social Media Manager Do?

“The short answer: a lot!” says Suzanne Samin, social media editor at Romper, where she manages Facebook, Instagram, Twitter, Pinterest, and Snapchat accounts.
Social media managers are responsible for curating a brand’s social channels. Core responsibilities include:

Content creation – Developing posts, videos, graphics, and stories for social platforms
Community management – Monitoring, moderating, and responding to audience comments and messages
Strategy development – Planning content calendars and campaigns aligned with business goals
Analytics and reporting – Tracking performance metrics and adjusting strategy based on data
Brand partnerships – Managing collaborations with other brands and influencers
Paid social – Creating and managing promoted posts and social advertising
Trend monitoring – Staying current with platform changes, features, and viral content

“I track how much traffic is driven to Romper via social media and note what content is performing best, so the editorial team can use those analytics to grow the site’s audience,” Samin explains.

Platforms Social Media Managers Work With

Instagram – Feed posts, Stories, Reels, shopping features
TikTok – Short-form video content, trends, sounds
Facebook – Pages, Groups, Marketplace, advertising
LinkedIn – B2B content, thought leadership, company pages
X (Twitter) – Real-time engagement, news, customer service
YouTube – Long-form video, Shorts, community posts
Pinterest – Visual discovery, product pins, idea pins
Threads – Text-based conversations, community building

Skills Required for Social Media Managers

Technical Skills

Platform expertise – Deep knowledge of how each social platform works, including algorithms and best practices
Content creation – Writing, basic graphic design, video editing
Analytics – Interpreting data from platform insights and third-party tools
Paid social advertising – Creating and optimizing ad campaigns
SEO fundamentals – Understanding how social content supports search visibility
Basic HTML/design tools – Canva, Adobe Creative Suite, or similar

Soft Skills

Communication – Clear, engaging writing adapted for different platforms and audiences
Creativity – Developing fresh content ideas and jumping on trends
Thick skin – Handling criticism, trolls, and negative feedback professionally
Organization – Managing content calendars, multiple platforms, and deadlines
Adaptability – Pivoting quickly when platforms change or crises emerge
Brand awareness – Maintaining consistent voice and messaging

“You should know Facebook, Twitter, and Instagram like the back of your hand,” says Vince Buscemi, director of digital communications and social media at McDaniel College. “You also need to understand how each platform differs to maximize them all.”
And being a “master-level GIF hunter” never hurts, adds Samin.

Social Media Manager Salary

Social media manager salaries vary based on experience, location, company size, and industry:

Experience Level	Salary Range
Entry-Level (0-2 years)	$40,000 – $55,000
Mid-Level (3-5 years)	$55,000 – $80,000
Senior (6+ years)	$80,000 – $120,000
Director/Head of Social	$100,000 – $150,000+
Freelance	$50 – $150/hour

Factors affecting salary:

Location – Major metros (NYC, LA, SF) pay significantly more
Industry – Tech, finance, and entertainment typically pay higher
Company size – Enterprise companies often have larger budgets
Scope of role – Managing paid social and larger teams commands higher pay

Social Media Management Tools

Social media managers rely on various tools to work efficiently across platforms:

Scheduling and Publishing

Sprout Social – Enterprise-level scheduling, analytics, and social listening
Hootsuite – Multi-platform scheduling and team collaboration
Buffer – Simple scheduling for small teams
Later – Visual planning, especially for Instagram
Sprinklr – Enterprise social media management

Analytics

Native platform analytics – Instagram Insights, Facebook Analytics, etc.
Google Analytics – Tracking social traffic to websites
Brandwatch – Social listening and sentiment analysis

Content Creation

Canva – Graphics, templates, and simple video editing
Adobe Creative Suite – Professional design and video tools
CapCut – Video editing, especially for TikTok and Reels
Figma – Collaborative design

Career Path and Advancement

Typical Progression

Level	Titles	Experience
Entry	Social Media Coordinator, Social Media Specialist	0-2 years
Mid	Social Media Manager, Community Manager	2-5 years
Senior	Senior Social Media Manager, Social Media Strategist	5-8 years
Leadership	Director of Social Media, Head of Social, VP of Social	8+ years

Similar Roles

Jobs with overlapping responsibilities include:

Social Media Specialist
Community Manager
Digital Communications Specialist
Content Manager
Social Media Strategist
Influencer Marketing Manager

Who Do Social Media Managers Report To?

Reporting structure varies by organization:

Large corporations – Head of communications, marketing director, or CMO
Small companies/startups – May report directly to the CEO or founder
Media companies – Managing editor or editorial director
Agencies – Account director or agency leadership
Freelance – Direct to clients

Emerging Trends in Social Media Management

Short-Form Video Dominance

Platforms like TikTok, Instagram Reels, and YouTube Shorts have made short-form video essential. Social media managers must be comfortable creating and curating engaging video content.

AI-Powered Tools

AI is transforming social media management—from content generation and caption writing to predictive analytics and chatbots. Understanding how to leverage AI tools while maintaining authentic brand voice is increasingly important.

Social Commerce

Shopping features on Instagram, TikTok, and Pinterest mean social media managers often play a direct role in driving revenue, not just awareness.

Privacy and Ethics

Social media managers must navigate privacy regulations (GDPR, CCPA), handle user data responsibly, and maintain transparency around sponsored content and partnerships.

How to Become a Social Media Manager

Education

A bachelor’s degree in marketing, communications, journalism, or public relations can help, but it’s not required. What matters most is demonstrable social media expertise.

Build Your Personal Brand

“You might not think your intimate knowledge of Facebook, Snapchat, or Twitter is a marketable skill,” says Samin, “but it absolutely is.”
Consider your personal social profiles as your portfolio. Demonstrate your skills by:

Growing an engaged following on one or more platforms
Creating high-quality content consistently
Showing you understand different platform strategies
Engaging authentically with your community

Gain Experience

Internships – Social media internships at agencies, brands, or media companies
Freelance work – Manage social for small businesses or local organizations
Volunteer – Run social for nonprofits or community groups
Side projects – Build niche accounts to demonstrate your skills

Get Certified

Certifications can boost credibility:

Meta Blueprint Certification
Google Analytics Certification
Hootsuite Social Marketing Certification
HubSpot Social Media Certification

What Gets You Ahead

To advance as a social media manager, focus on:

Staying on top of emerging trends and platform changes
Developing strong analytics and reporting skills
Building expertise in paid social advertising
Learning video production and editing
Understanding how social ties fit into a broader marketing strategy

Frequently Asked Questions

What does a social media manager do?

A social media manager creates and curates content for a brand’s social channels, engages with the audience, monitors analytics, develops strategy, and manages paid social campaigns. They’re responsible for building and maintaining a brand’s presence across platforms like Instagram, TikTok, Facebook, LinkedIn, and X.

What skills do social media managers need?

Key skills include platform expertise, content creation (writing, design, video), interpreting analytics, community management, knowledge of paid advertising, and strong communication. Soft skills like creativity, adaptability, organization, and the ability to handle criticism are equally important.

How much do social media managers make?

Entry-level social media managers earn $40,000–$55,000 annually. Mid-level managers make $55,000–$80,000, while senior managers and directors can earn $80,000–$150,000+. Freelance rates range from $50–$150 per hou,r depending on experience and project scope.

Is a social media manager a good career?

Yes, for people who enjoy creativity, staying current with trends, and engaging with audiences. The field offers good job growth, competitive salaries, and opportunities across virtually every industry. However, it can be demanding—requiring constant learning and sometimes dealing with negative feedback or crises.

Do I need a degree to be a social media manager?

A degree isn’t required, though backgrounds in marketing, communications, or journalism are common. What matters most is demonstrable social media expertise—whether through personal accounts, freelance work, or internships. A strong portfolio of social content often matters more than formal credentials.

What tools do social media managers use?

Common tools include scheduling platforms (Sprout Social, Hootsuite, Buffer), analytics tools (native platform insights, Google Analytics), content creation apps (Canva, Adobe Creative Suite, CapCut), and social listening tools (Brandwatch, Sprinklr).

What’s the difference between a social media manager and a social media specialist?

Social media specialists typically focus on execution—creating content, scheduling posts, and monitoring channels. Social media managers have broader responsibilities, including strategy development, analytics, team management, and often budget oversight. Specialist roles are often more entry-level.

How important is video content for social media managers?

Extremely important. Short-form video (TikTok, Reels, Shorts) dominates social algorithms and engagement. Social media managers need to be comfortable creating, editing, and curating video content—even if they work with dedicated video teams on larger productions.

How can I get experience as a social media manager?

Start by building your own social presence and portfolio. Offer to manage social media for small businesses, nonprofits, or local organizations. Pursue internships at agencies or brands. Create niche accounts that demonstrate your ability to grow and engage an audience.

Looking for social media management roles? Browse social media manager jobs on Mediabistro. Hiring a social media manager? Post your job on Mediabistro.

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What Does an Event Planner Do? Responsibilities, Skills, Salary & Career Path

A complete guide to event planning careers, including daily responsibilities, essential skills, salary expectations, and how to break into the industry.

6 min read • Originally published May 16, 2016 / Updated April 6, 2026

See current event marketing job listings →

6 min read • Originally published May 16, 2016 / Updated April 6, 2026

An event planner is responsible for bringing events to life—from initial concept to flawless execution. Whether it’s a corporate conference, wedding, product launch, or charity gala, event planners handle every detail to create memorable experiences for clients and attendees.

The role combines creativity, organization, and problem-solving in a fast-paced environment where no two days are the same.

What Does an Event Planner Do?

An event planner ensures everything related to an event is handled from conception to completion. They create experiences and bring visions to life—which means managing multiple moving parts simultaneously.

“I take on all aspects of our events from start to finish,” says Laura Stomber, director of events at StartupBros. “I check out venues, finalize food and beverage lineups, design stage and event layouts, and negotiate prices, among a laundry list of other duties.”

The core function involves translating a client’s vision into reality while managing timelines, budgets, and the countless details that make an event successful.

Event Planner Responsibilities

Daily responsibilities vary depending on whether an event is approaching, but typically include:

Planning & Strategy

Meeting with clients to understand goals and vision
Developing event concepts and themes
Creating detailed timelines and schedules
Establishing and managing budgets

Venue & Logistics

Scouting and selecting venues
Designing floor plans and layouts
Coordinating transportation and parking
Managing day-of logistics and setup

Vendor Management

Soliciting and comparing bids
Negotiating contracts and prices
Coordinating caterers, florists, photographers, and other vendors
Managing ongoing vendor relationships

Communication

Regular client updates and check-ins
Coordinating with internal teams
Managing guest communications and RSVPs
Setting and managing expectations

Execution & Follow-Up

On-site event management
Problem-solving and crisis management
Post-event evaluation and reporting
Vendor payment and wrap-up

Looking for event planning opportunities? Check out open event planner positions and other marketing jobs on Mediabistro’s job board.

Essential Skills for Event Planners

“Creativity and thinking outside the box are musts,” says Kaitlyn Hostetler, an event planner and marketing manager at EVOKE, an event-design, planning, and management firm in the Washington, DC, area. “You have to come up with fresh, innovative ideas to wow your clients.”

Skill Category	Key Abilities
Creativity	Theme development, design sense, innovative problem-solving, visual storytelling
Organization	Timeline management, attention to detail, multitasking, project management
Communication	Client relations, vendor negotiations, team coordination, written communication
Problem-Solving	Quick thinking, crisis management, adaptability, resourcefulness
Financial	Budget management, cost estimation, contract negotiation, ROI tracking
Technical	Event management software, spreadsheets, design tools, registration platforms

Thinking on Your Feet

“Being able to think quickly on your feet is important,” says Hostetler. “When you have a roomful of people and things don’t go as planned—a supplier falls through, a speaker is late—an event planner has to find a solution before the crowd notices there’s a problem. Being calm under pressure helps. You can’t freak out when something goes wrong.”

Attention to Detail

Good time-management skills and meticulousness are essential. Sticking to the schedule and paying attention to every detail—from the tablecloths to the order of speakers—can mean the difference between an average event and an amazing one.

Types of Events Planners Manage

Event planners may specialize in one area or work across multiple event types:

Corporate Events — Conferences, meetings, team building, product launches, trade shows
Weddings — Ceremonies, receptions, rehearsal dinners, engagement parties
Social Events — Galas, fundraisers, milestone celebrations, holiday parties
Festivals & Fairs — Music festivals, community events, food festivals
Educational Events — Workshops, seminars, training sessions, graduations
Virtual & Hybrid Events — Webinars, virtual conferences, hybrid experiences

Event Planner Salary

Event planner salaries vary based on experience, location, industry, and whether you work in-house, at an agency, or independently.

Experience Level	Typical Salary Range
Entry-Level (0-2 years)	$40,000 – $50,000
Mid-Level (3-5 years)	$50,000 – $65,000
Senior Event Planner (6-10 years)	$65,000 – $85,000
Director of Events	$85,000 – $120,000+

Note: Salaries in major markets (New York, Los Angeles, San Francisco) typically run 15-25% higher. Wedding planners and those specializing in luxury events can earn significantly more. Freelance event planners set their own rates and may charge per event or hourly.

Event Planner Career Path

Who Does an Event Planner Report To?

Reporting structure depends on the company. Some event planners report to a director of events, while others report directly to the CEO or company owner. An event coordinator may work as an event planner’s assistant.

Career Progression

Level	Title	Typical Experience
Entry	Event Coordinator / Assistant	0-2 years
Mid	Event Planner	2-5 years
Senior	Senior Planner / Event Producer	5-8 years
Leadership	Director of Events / VP	8+ years

Related Job Titles

Directors of events, event producers, and event managers may have similar responsibilities. “Planner” and “producer” typically imply creative direction, while “manager” implies implementation, explains Stomber. At smaller companies, one person handles both vision and execution regardless of title.

What Does It Take to Get Ahead?

“Be passionate about what you do,” says Stomber. “Event planning is stressful—tons of people are relying on you to deliver the goods, figuratively and literally, on an important day. Loving your job will help you give it everything you’ve got.”

It also helps to master the art of multitasking and be proactive, adds Hostetler. The best event planners anticipate problems before they happen and have backup plans ready.

How to Break Into Event Planning

Start with Internships

Securing an event-planning internship or assisting an event planner on-site is one of the best ways to learn the business. Many planners start their careers this way.

Volunteer at Events

Offer to help coordinate events for nonprofits, community organizations, or your school. This builds experience and demonstrates initiative.

Get Certified

Consider certifications like Certified Meeting Professional (CMP) or Certified Special Events Professional (CSEP) to boost credibility.

Build a Portfolio

Document every event you work on with photos, testimonials, and results. A strong portfolio is essential for landing clients and jobs.

Essential Tools for Event Planners

Project Management: Asana, Monday.com, Trello, Airtable
Event Platforms: Cvent, Eventbrite, Whova, Bizzabo
Design & Layout: Canva, Social Tables, AllSeated
Communication: Slack, Mailchimp, HubSpot

FAQs About Event Planners

What does an event planner do on a daily basis?

Daily tasks vary depending on whether an event is approaching. Pre-event work includes venue scouting, vendor meetings, budget management, and client communications. During events, planners manage setup, coordinate vendors, troubleshoot problems, and ensure everything runs smoothly. Post-event work involves wrap-up, invoicing, and evaluation.

What’s the difference between an event planner and event coordinator?

Event coordinators typically handle day-of logistics and execution, while event planners manage the entire process from concept to completion. Coordinators often work under planners and focus on implementation rather than creative direction. However, titles vary by company—some use them interchangeably.

How much do event planners make?

Entry-level event planners typically earn $40,000-$50,000, mid-level professionals earn $50,000-$65,000, and senior planners can earn $65,000-$85,000 or more. Directors of events may earn $85,000-$120,000+. Salaries vary significantly by location, industry, and specialization.

What education do you need to become an event planner?

While there’s no single required degree, many event planners have backgrounds in hospitality management, marketing, communications, or business. Experience often matters more than formal education. Certifications like CMP (Certified Meeting Professional) can boost credibility.

Is event planning a stressful job?

Yes, event planning can be stressful. You’re responsible for ensuring everything goes perfectly on important days, often managing tight deadlines and unexpected problems. However, many planners find the stress worthwhile because of the satisfaction of creating successful, memorable experiences.

Can you be an event planner without experience?

It’s challenging but possible. Start by volunteering to plan events for friends, family, or community organizations. Seek internships or entry-level coordinator positions. Build a portfolio documenting your work. Many successful planners started by assisting established professionals.

What skills do event planners need most?

The most essential skills include organization, attention to detail, creativity, communication, problem-solving, and the ability to stay calm under pressure. Financial management and negotiation skills are also important for managing budgets and vendor contracts.

Do event planners work weekends?

Yes, most event planners work weekends and evenings regularly. Many events—especially weddings, galas, and social events—occur on weekends. Flexibility with scheduling is essential for this career.

Topics:

Managing

The Agency Pitch Is Broken. Here’s What’s Replacing It.

Cost asymmetry, procurement dominance, spec work, and AI commoditization have broken the traditional pitch. The alternatives are already here.

By Mediabistro

The Mediabistro editorial team draws on 25 years of media industry expertise to cover jobs, careers, and trends shaping the industry.

8 min read • Originally published March 12, 2026 / Updated April 6, 2026

By Mediabistro

The Mediabistro editorial team draws on 25 years of media industry expertise to cover jobs, careers, and trends shaping the industry.

8 min read • Originally published March 12, 2026 / Updated April 6, 2026

In this article: Four Fault Lines | What’s Replacing Pitches | Three Mistakes to Avoid

A strategist at a mid-sized creative agency recently spent eleven weeks preparing for a major retail client pitch. The internal cost estimate ran into six figures once you factored in senior team time, research, travel, and presentation production. The agency made it to the final round, delivered what they believed was a compelling strategic vision, and then heard nothing.

Not a rejection call. Not a “thanks but no thanks” email. Silence, or what the kids might call “ghosting.”

This isn’t a story about one bad client. It’s the pitch process working exactly as designed: asymmetric risk, unclear evaluation criteria, and outcomes that often have little to do with which agency can actually drive results.

So the question isn’t whether the traditional pitch is broken. It’s what comes next.

Four Fault Lines Breaking the Agency Pitch

The modern agency pitch fails because it’s built on assumptions from a different era. Long-term retainers, subjective creative chemistry, multi-year client relationships: those conditions made the pitch an expensive but rational courtship ritual.

That world is largely gone. What remains is a process colliding with forces it wasn’t designed to handle.

The Cost Nobody Invoices

Senior creative directors, strategists, and account leads dedicate weeks to a single opportunity. Research gets commissioned. Presentations get refined through multiple rounds. Travel budgets get allocated for finalist meetings.

Depending on agency size and review scope, the tab can run from tens of thousands to several hundred thousand dollars in unbilled staff time.

The Math: Come in second place three times in a row, and you’ve burned the equivalent of a senior hire’s annual salary chasing prospects that generated zero revenue.

The asymmetry is stark. Clients invest minimal resources in the review process. Agencies absorb all financial risk. Win the business, and you might eventually recover those costs through billable work. Lose, and it’s a pure write-off.

“Anyone who has run an agency knows the pitch process carries real costs that rarely show up on an invoice,” says Jo Trizila, Founder and CEO of TrizCom PR. At her firm, a single new business opportunity typically requires nine to 13 hours of staff time across introductory calls, proposal development, internal reviews, and follow-ups. At a $250 hourly billable rate, that translates to roughly $2,250 to $3,250 per prospect before a contract is ever signed. “Multiply that across several prospects and agencies can easily spend tens of thousands of dollars a year pitching work that may never materialize,” Trizila says.

That money could have gone toward retained talent. When pitch budgets cannibalize the capacity that should fund professional development, team building, or recruiting great people, the agency mortgages its future for a lottery ticket.

Procurement Ate Strategy

Where creative directors once sold ideas to marketing executives who valued subjective judgment, agencies now navigate scoring matrices designed by procurement teams, optimizing for cost efficiency and risk mitigation.

The client-side perspective is valid: procurement brings financial discipline to decisions that previously relied on gut feeling and relationship history. But the collision creates a persistent mismatch.

Clients say they want transformative creative thinking. Their weighted scorecards advantage the lowest-cost compliant bidder. Agencies prepare case studies demonstrating ROI. Finalist decisions still come down to which team “felt right” in the room, or which agency discounted their fees most aggressively.

The mismatch shows up in early conversations, too. Trizila notes a growing pattern of prospects requesting detailed tactics before strategy has even been discussed. “From a communications standpoint, that can be frustrating because tactics rarely accomplish the larger business objective on their own,” she says. It is another symptom of the same disconnect: clients seeking concrete deliverables from a process that hasn’t yet established what the deliverables should accomplish.

Spec Work Is Still the Price of Admission

The 4A’s and ISBA have pushed back against spec creative for years. The logic is sound: asking agencies to solve complex business problems for free, then choosing not to compensate the losers, treats strategic thinking as a commodity.

Spec work persists anyway.

The competitive pressure is brutally simple. If three agencies decline and the fourth agrees, the fourth gets to demonstrate its thinking. Everyone else is a name on a slide.

This dynamic grinds people down. Senior creatives and strategists produce their best thinking on compressed timelines, unpaid, knowing the odds favor losing. When the pitch-loss ratio climbs high enough, talented professionals stop asking whether this particular pitch is winnable. They start asking whether the agency model itself is sustainable. And then they leave.

AI Changed the Game, But Nobody Updated the Rules

AI-generated materials raise production quality while potentially commoditizing the very differentiation they’re supposed to showcase.

An agency that once distinguished itself through meticulous research synthesis now competes with firms that generate similar insights in a fraction of the time. Presentation decks that required days of design work come together in hours.

The barrier to entry drops. The volume of high-polish pitch materials spikes. And clients face the unenviable task of evaluating substance when every agency walks in with equally sophisticated deliverables.

The pitch ritual hasn’t adapted. Both sides are navigating evaluation criteria designed for a pre-AI workflow, and nobody has agreed on new rules.

What’s Replacing the Traditional Pitch

The large-scale agency review persists at major brands. But alternatives are gaining traction among clients and agencies who’ve run the math on the traditional model and found it wanting.

The common thread: evaluate agencies on actual performance, not presentation theater.

Compensated Pitches and Chemistry Meetings

ISBA and the World Federation of Advertisers have advocated for compensated pitch models that pay finalist agencies for strategic work produced during the review. The compensation rarely covers full costs, but it signals respect for professional expertise and breaks the pure-speculation dynamic.

Chemistry meetings offer a leaner alternative. Rather than asking agencies to solve the business problem upfront, these sessions focus on team dynamics, communication style, and strategic alignment. The client gets signal about working compatibility. The agency invests hours instead of weeks.

Adoption remains uneven, but professionals who understand these models can credibly advocate for them when clients show openness to alternatives.

Project-Based Trials Over Beauty Parades

The most direct way to evaluate an agency is to hire them on a defined, modest-scale project with clear deliverables and success metrics, before committing to a larger relationship. This inverts the traditional sequence: instead of choosing an agency based on speculative thinking, the client commissions real work and judges real output.

Contract structures are already shifting in this direction. Trizila says more organizations are requesting shorter commitments and additional out clauses before signing longer retainers. “It is not unusual now for a company to request project work before signing a 12-month retainer,” she says. “In many ways, it feels like clients want to test the relationship before committing long-term.” In her experience, the strongest agency relationships rarely start with a giant pitch process. “They start with a conversation, sometimes a small project, and a chance for both sides to see how they work together.”

Project-based trials favor agencies with strong operational talent, not just charismatic presenters. The agency that excels at reading what the client actually needs and delivering against clear metrics will outperform the firm that simply tells a great story in the pitch room.

Pre-Qualifying Opportunities: The Questions That Matter

The most powerful tactic available to mid-career agency professionals is disciplined selectivity. Agencies that win consistently are often the ones that decline aggressively, concentrating resources on opportunities where they hold a genuine competitive advantage and the client demonstrates serious intent.

Pro Tip: New business directors who can articulate why the agency declined an opportunity often earn more client respect than those who chase every RFP that lands in the inbox.

Questions to ask before committing pitch resources:

Is there a realistic budget, or is this a fishing expedition to gather free strategic thinking?
What’s the actual decision timeline, and does the client have a track record of respecting it?
How many agencies are in the review? More than four often signals the client hasn’t done the work to narrow the field.
Is the incumbent truly at risk, or is this a negotiation tactic to pressure them on fees?
Who makes the final decision, and will that person be in the pitch meetings?

Agencies that treat these as genuine qualification criteria reduce their pitch-loss ratio and preserve capacity for reviews that matter.

Three Mistakes That Make a Broken Process Worse

Treating Every RFP as Equally Worth Pursuing

The sunk-cost logic of “you never know” leads agencies to spread resources across too many marginal opportunities. The agency that pitches everything wins less frequently than the firm that concentrates firepower on three carefully chosen reviews per quarter. Selectivity signals confidence. Desperation signals commodity thinking.

Letting the Pitch Consume the Team That Serves Existing Clients

The hidden cost of an aggressive pitch schedule is existing client work suffering while senior talent focuses on new business. You might win the pitch and still lose ground if your book of business erodes during the pursuit. Retention revenue is quieter than new-business revenue, but it’s usually more profitable.

Presenting Capabilities Instead of Solving the Client’s Problem

Even when agencies avoid traditional spec work, many default to credentials decks cataloging past successes. The pitch becomes a recitation of the agency’s resume rather than a conversation about the client’s challenge.

If every agency shows equivalent case studies, the client has no basis for differentiation beyond price and gut feeling. You’ve handed them the commodity comparison you were trying to avoid.

The Pitch Won’t Fix Itself

Cost asymmetry, procurement dominance, persistent spec-work culture, and AI-driven commoditization have created a system that serves neither clients nor agencies particularly well.

But understanding the mechanics of that dysfunction gives professionals leverage.

The alternatives are already here. Compensated pitches, chemistry meetings, project-based trials: each evaluates agencies on actual performance rather than presentation polish. Clients experimenting with these approaches want agency partners who understand why agency pitch processes are broken in 2026 and can articulate what a better approach would look like.

Whether you’re rethinking your agency’s new-business approach, advocating for pitch reform with progressive clients, or considering a move to an organization that’s already adopted modern review practices, the professionals who can diagnose the system’s fault lines are the ones positioned to navigate what replaces it.

Looking for your next role at an agency rethinking how it wins and retains business? Browse opportunities on Mediabistro where forward-thinking agencies and clients are building better models.

Topics:

Managing

5 Bad Writing Habits That Hurt Your Career (And How to Fix Them)

Poor writing practices are easy to form and hard to break. Here's how to identify and eliminate the habits slowing you down.

By Aja Frost

Aja Frost is a growth marketing leader who has spent nearly a decade at HubSpot building and scaling the company's growth engine across SEO, AEO, content, and product-led acquisition. She is also the co-founder of Platonic Love, a media brand with a bestselling Substack newsletter.

5 min read • Originally published November 14, 2016 / Updated April 6, 2026

By Aja Frost

5 min read • Originally published November 14, 2016 / Updated April 6, 2026

Like most bad habits, poor writing practices are easy to form and hard to break. Unlike other bad habits, writing-related ones can have a major impact on your career (or your bottom line if you’re a freelancer). If you want to become a better writer, it’s time to stamp out these unproductive patterns.

1. Neglecting to Read

Writing for a living without regularly picking up new books, articles, or other content is like being a professional chef who never tastes anyone else’s food. To hone your skills, you need to sample what’s out there.

Exposing yourself to great writing helps you find new rhetorical techniques, strategies, and effective turns of phrase. It also sharpens your “ear” for rhythm and flow.

Nothing makes or breaks a piece like good rhythm. You might have compelling ideas and interesting quotes, but clunky sentences or poorly constructed paragraphs will doom your work. It’s nearly impossible to learn rhythm by taking a course or reading a manual. Most writers acquire this skill by absorbing as much writing as they can.

Quick fix: Set a goal to read for 20 to 30 minutes each day. Mix formats: books, longform journalism, newsletters, and writing in your niche. Pay attention to sentence structure, pacing, and how writers transition between ideas.

2. Jumping In Without an Outline

It’s tempting to dive right into your work without outlining first, especially if you’re a freelancer. Time equals money: The more writing you can do, the more you’ll make.

But cutting corners up front almost always slows you down in later stages. Without an outline to keep you focused and on-topic, you’re likely to lose your train of thought, get stuck in particular sections, write too much in some parts and too little in others, and fail to fully develop your points.

Even if you dread outlining, try to spend 15 to 45 minutes on it for each project, depending on its length, complexity, and type.

3. Editing While You Write

Many writers get stuck in the weeds while drafting. A sentence sounds off, so you pause and rewrite it. Changing that sentence messes with the flow of the paragraph, meaning you need to rewrite four more sentences. Next thing you know, 20 minutes have gone by and you haven’t made any progress.

It’s hard, but refrain from editing until you’ve finished your first draft. You’ll find it much easier to fix both macro and micro problems when you know what the entire piece looks like. Plus, you’ll finish your initial writing much faster, giving you more time for editing later.

Tools that can help:

Distraction-free writing apps that hide your previous text until you’re done drafting
Timed writing sprints where you commit to writing continuously for 25 minutes
Voice-to-text dictation which forces you to keep moving forward

4. Skipping a Writing Routine

What do Joan Didion, Kurt Vonnegut, Ray Bradbury, and Ernest Hemingway have in common (besides being supremely talented)? Each of these writers had their own highly specific creative routines.

They’re not alone. Most successful writers work the same way every day. Simone de Beauvoir, for example, used to have a cup of tea, write from 10 a.m. to 1 p.m., take a break to see friends, and then write from 5 p.m. to 9 p.m.

Establishing a routine has a couple of benefits. First, it allows you to transition from everyday life into a creative mood. Second, a routine makes it more difficult to procrastinate or let other obligations get in the way. When you’re committed to writing one hour before work each day, you’re far more likely to actually get that writing time in.

How to build your routine:

Identify the activities, settings, and times of day that make you most productive
Note when you have an easier time focusing (after exercise, with coffee, in the morning)
Weave those elements into a consistent daily or weekly schedule
Protect that time and treat it as non-negotiable

5. Reacting Poorly to Negative Feedback

No one enjoys receiving negative feedback. Writers often have a particularly hard time with constructive criticism because writing feels so personal. But becoming defensive or emotional when an editor or manager critiques your work will hurt your career in more ways than one.

This reaction damages your professional image. If people believe you can’t accept edits, they’re usually hesitant to rehire you or recommend you to others.

You’ll also lose the opportunity to improve. Chances are, the feedback you’re getting is valid, so paying attention and incorporating it into this piece as well as future pieces will help you grow as a writer.

The takeaway: Recognize the value of negative feedback. Remember that you are not your work. These comments aren’t personal attacks on your character. They’re opportunities to improve your craft.

Looking to put your improved writing skills to work? Browse open positions on the Mediabistro job board.

Frequently Asked Questions

What are the most common bad writing habits?

The most common bad writing habits include skipping the outline, editing while drafting, neglecting to read other writers’ work, failing to establish a consistent routine, and reacting defensively to feedback. These habits slow down your writing process and limit your growth.

How can I become a faster writer?

To write faster, create an outline before you start, resist the urge to edit while drafting, and establish a consistent writing routine. Separating the drafting and editing phases allows you to move through each stage more efficiently.

Why is reading important for writers?

Reading exposes you to different writing styles, sentence structures, and storytelling techniques. It also helps you develop an intuitive sense of rhythm and flow that’s difficult to learn any other way. Most professional writers read extensively in their genre and beyond.

How do I handle criticism of my writing?

Separate yourself from your work. Feedback on your writing is about the piece, not about you as a person. Take time to process the comments before responding, look for valid points you can apply, and remember that constructive criticism helps you grow as a writer.

Should I outline before writing?

Yes. Outlining saves time in the long run by keeping you focused and preventing structural problems. Even a brief 15-minute outline helps you organize your thoughts, identify gaps in your argument, and write more efficiently.

Topics:

Be Inspired, Productivity

What Does an Event Coordinator Do? Job Description, Skills & Salary

Everything you need to know about event coordinator jobs and how to break into the field

6 min read • Originally published April 5, 2016 / Updated April 6, 2026

6 min read • Originally published April 5, 2016 / Updated April 6, 2026

Event coordinators are the organizational backbone behind conferences, weddings, corporate gatherings, and everything in between. They handle logistics, manage vendors, and ensure events run smoothly from start to finish. If you’re detail-oriented, thrive under pressure, and love bringing people together, this could be the career for you.

What Does an Event Coordinator Do?

An event coordinator organizes events from conception to cleanup. Day-to-day duties vary depending on the employer and event type, but typically include:

Meeting with clients to understand event goals and vision
Preparing and managing event budgets
Scouting and booking venues
Coordinating with vendors (caterers, florists, DJs, photographers)
Securing sponsors and managing sponsorship relationships
Handling press outreach and marketing
Arranging food, beverages, and entertainment
Overseeing event setup and breakdown
Managing on-site logistics and troubleshooting issues
Conducting post-event analysis and reporting

“Depending on the size of an event, the preparation could take months or even a year,” says Christian McKenzie, who spent three years as an event coordinator for Macy’s before becoming a business account manager at Sears Holdings Corporation.

During her time at Macy’s, McKenzie pitched potential vendors and talent, processed invoices, worked with the legal team to draft service contracts, and managed relationships with clients—including celebrity handlers.

Event Coordinator vs. Event Planner

The terms are often used interchangeably, but there’s a distinction. Event planners typically handle higher-level strategy and client relationships, while event coordinators focus on execution and logistics. At some companies, coordinators assist planners; at others, the roles overlap significantly.

Types of Events

Event coordinators may specialize in specific event types:

Corporate events – Conferences, product launches, team-building retreats
Weddings – Ceremonies, receptions, rehearsal dinners
Nonprofit events – Fundraisers, galas, charity auctions
Music and entertainment – Concerts, festivals, award shows
Trade shows – Exhibitions, industry conferences
Virtual and hybrid events – Webinars, online conferences, hybrid gatherings

Skills Required for Event Coordinators

Hard Skills

Budget management – Creating and tracking event budgets
Contract negotiation – Securing favorable terms with vendors and venues
Project management – Coordinating timelines, tasks, and teams
Event management software – Proficiency in platforms like Eventbrite, Cvent, or Social Tables
Marketing and promotion – Social media, email campaigns, press outreach
Virtual event platforms – Zoom, Hopin, or similar tools for hybrid/virtual events
Basic legal knowledge – Understanding permits, contracts, and liability

Soft Skills

Communication – Managing relationships with clients, vendors, and teams
Attention to detail – Nothing slips through the cracks
Problem-solving – Thinking quickly when things go wrong
Time management – Juggling multiple deadlines and priorities
Emotional intelligence – Staying calm under pressure, reading the room
Adaptability – Pivoting when plans change at the last minute
Stamina – Long hours, nights, and weekends are common

“And you have to have stamina,” says McKenzie, who logged plenty of night and weekend hours after putting in a full day at the office. “You don’t always get to quit at quitting time in this line of work.”

Event Coordinator Salary

Event coordinator salaries vary based on experience, location, and industry. Here’s what to expect:

Experience Level	Average Salary
Entry-Level (0-2 years)	$38,000 – $48,000
Mid-Level (3-5 years)	$48,000 – $60,000
Senior (6-10 years)	$60,000 – $75,000
Event Manager/Director	$75,000 – $100,000+

Factors that affect salary:

Location – Major metro areas (NYC, LA, Chicago) pay more
Industry – Corporate and luxury events typically pay higher than nonprofit
Company size – Large agencies and corporations offer higher salaries
Specialization – Niche expertise (weddings, tech conferences) can command premiums

Tools and Technology

Modern event coordinators rely on software to manage complex logistics. Key platforms include:

Eventbrite – Ticketing, registration, and event promotion
Cvent – End-to-end event management for corporate events
Social Tables – Venue diagramming and seating arrangements
Asana/Monday.com – Project and task management
Canva – Creating event marketing materials
Zoom/Hopin – Virtual and hybrid event platforms

Career Path and Advancement

Typical Career Progression

Level	Title	Years of Experience
Entry	Event Coordinator, Event Assistant	0-2 years
Mid	Senior Event Coordinator, Event Planner	3-5 years
Senior	Event Manager, Senior Event Planner	5-8 years
Leadership	Director of Events, VP of Events	8+ years

Work Settings: Freelance vs. Agency vs. In-House

Freelance – Flexibility and variety, but inconsistent income and no benefits
Agency – Exposure to diverse clients and events, fast-paced environment
In-house (corporate) – Stability, benefits, deeper focus on one brand’s events

Who Do Event Coordinators Report To?

Reporting structure varies by organization. Event coordinators may report to a Director of Events, an Event Manager, a Marketing Director, or a VP of Operations. At smaller companies, they may report directly to leadership.

Similar Job Titles

Roles with overlapping responsibilities include:

Event Planner
Conference Coordinator
Meeting Planner
Production Assistant
Experience Designer
Special Events Coordinator
Corporate Events Specialist

Industry Trends for 2026

Virtual and Hybrid Events

Virtual events are now a permanent fixture. Event coordinators need expertise in virtual platforms, digital marketing, and remote audience engagement to stay competitive.

Sustainable Event Planning

Sustainability is increasingly important. Coordinators should know how to minimize waste and carbon footprint—from sourcing local food to using electronic invitations instead of printed ones.

Influencer Collaboration

Social media influencers can significantly boost event visibility. Understanding how to identify and negotiate with influencers—especially on Instagram and TikTok—is a valuable skill.

Diversity and Accessibility

Events increasingly cater to globally diverse audiences. Accommodating various cultural and accessibility needs—from language translation to wheelchair access—is essential.

How to Become an Event Coordinator

Education

A degree in marketing, public relations, hospitality, or communications is helpful but not required. Many successful event coordinators come from diverse educational backgrounds.

Get Experience Through Internships

“It’s the internships that make the difference,” says McKenzie. Seek opportunities to build your resume while still in school—you’ll be ahead of the competition when you graduate.

Build Your Network

Attend industry events to meet potential employers, clients, and mentors. Join professional organizations like Meeting Professionals International (MPI) or the International Live Events Association (ILEA).

Develop a Specialty

Specializing in a niche—corporate events, weddings, music festivals—can help you stand out in a competitive market.

Get Certified

Certifications can boost your credibility:

CMP (Certified Meeting Professional)
CSEP (Certified Special Events Professional)
CMM (Certificate in Meeting Management)

How to Get Ahead

“Impress your manager with a skill no one else has,” says McKenzie. Securing sponsors, mastering a new platform, or developing vendor relationships can set you apart. Take classes, find a mentor, and stay current by reading trade publications.

Frequently Asked Questions

What does an event coordinator do?

An event coordinator organizes and executes events, handling logistics like venue booking, vendor management, budgeting, and on-site coordination. They ensure events run smoothly from planning through completion.

What skills do you need to be an event coordinator?

Key skills include project management, budget management, negotiation, communication, attention to detail, and problem-solving. You also need stamina—long hours, nights, and weekends are common in this field.

How much do event coordinators make?

Entry-level event coordinators typically earn $38,000–$48,000 annually. Mid-level coordinators make $48,000–$60,000, while senior coordinators and managers can earn $60,000–$100,000+ depending on location and industry.

What’s the difference between an event coordinator and an event planner?

Event planners typically handle higher-level strategy and client relationships, while event coordinators focus on execution and logistics. However, the titles are often used interchangeably, and responsibilities overlap at many organizations.

Do you need a degree to become an event coordinator?

A degree is helpful but not required. Degrees in marketing, hospitality, communications, or public relations are common backgrounds. Experience through internships often matters more than formal education.

What certifications help event coordinators?

Popular certifications include the Certified Meeting Professional (CMP), Certified Special Events Professional (CSEP), and Certificate in Meeting Management (CMM). These can boost credibility and career advancement.

Is event coordination a stressful job?

Yes, it can be. Event coordinators manage multiple deadlines, handle last-minute changes, and work long hours during events. However, many find the work rewarding—especially when an event comes together successfully.

What software do event coordinators use?

Common tools include Eventbrite (ticketing), Cvent (event management), Social Tables (venue planning), and project management platforms like Asana or Monday.com. Virtual event platforms like Zoom and Hopin are also essential.

Ready to start your event coordination career? Browse event coordinator jobs on Mediabistro.

Topics: