Public Relations Account Manager Job Description: Top Duties and Qualifications

A Public Relations Account Manager, or PR Account Manager oversees the development of materials that elevate a company’s image and brand. Their primary duty includes handling a company’s communications, serving as a Spokesperson to the public and writing press releases. 


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Public Relations Account Manager duties and responsibilities 

Public Relations Account Managers usually work in an office environment. They work regular business hours, but may need to work on weekends or overtime if they need to handle a pressing issue. They may travel to meet with media or clients or attend community events and conferences. Other duties and responsibilities of a Public Relations Account Manager include:

  • Maintaining a good relationship with existing and new clients
  • Helping clients improve their PR and marketing campaigns 
  • Developing various marketing materials, such as newspapers, magazines and promotional blog articles
  • Speaking to Journalists, answering questions during press conferences and analysing PR coverage 
  • Providing creative ideas to clients and creating reports 
  • Ensuring effective communication with a wide range of stakeholders
  • Raising funds if they work for a non-profit and attending and organising events
  • Refining or developing the client’s logos, voice or branding
  • Tracking digital metrics on across all channels 


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What does a Public Relations Account Manager do? 

Public Relations Account Managers are usually responsible for managing a portfolio of clients and marketing them to their target audience. An influencer of public opinion, a Public Relations Account Manager grows brands and helps them drive sales through a variety of PR tools such as social media, product placement, case studies, press releases and news items. They are the key in shaping their client’s profile and reputation and manage their press coverage and advertising. 


Public Relations Account Manager skills and qualifications 

A successful Public Relations Account Manager candidate will have a range of various prerequisite skills and qualifications that typically include:

  • Excellent verbal and written communication skills
  • Good interpersonal and listening skills
  • Effective problem-solving skills and ability to understand client needs 
  • Excellent negotiation and presentation skills
  • Proficiency in various software, including Microsoft Office, content management systems and photo editing tools 
  • Excellent analytical skills and ability to work strategically 
  • Impressive creativity and imagination skills 
  • Ability to stay on top of newest business affairs and trending topics


Public Relations Account Manager experience requirements 

Individuals with previous experience in advertising, marketing and public relations fill most PR management positions. These promotions are usually made from within a company. Some employers may offer training, management certification or continuing education for their employees who want to become Managers. By accepting an entry-level position, candidates can prepare for professional accreditation and acquire work experience, which are vital to advance in the field. They can also gain experience through internships in public relations and marketing departments. 


Public Relations Account Manager education and training requirements 

Most Public Relations Account Manager positions require a bachelor’s or master’s degree in mass communication, journalism or public relations or related field. These programmes are usually offered through the communications or business department of a university. In some universities, a public relations degree is offered as a combined public relations and marketing or advertising programme. 

Many employers provide candidates with training on public relations, media and marketing before being promoted or hired as Managers. Some employers may ask candidates to complete courses or attend seminars about useful topics such as business writing and administration, public speaking and advertising. 


Public Relations Account Manager salary expectations

According to Indeed Salaries, the average salary of a Public Relations Account Manager in the UK is £1,991 per month. This figure varies depending on factors, including experience, education, location and company. 


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Public Relations Account Manager job description FAQs


What's the difference between a Public Relations Account Manager and a Public Relations Specialist?

The primary difference between a Public Relations Account Manager and a Public Relations Specialist lies in their respective positions on the company’s hierarchical structure. The Public Relations Account Manager is positioned above the Public Relations Specialist on the organisational chart and may even oversee a staff of Public Relations Specialists, especially in large organisations.


How can you make your Public Relations Account Manager job description stand out?

To make your Public Relations Account Manager job description stand out, make sure it shows your brand’s personality. It must be infused with your brand’s messaging and tone-of-voice. When your Public Relations Account Manager listing portrays your company’s personality, it will help attract applicants who fit well with your company’s culture. Also, include a salary range, as each candidate will have expectations of what they would like to get paid. 


Who does a Public Relations Account Manager report to?

The Public Relations Account Manager typically reports to the Director of Public Relations or the Accounts Director. 

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