One area that is often overlooked when it comes to training PR newbies is account management. Learning by being thrown in the deep end works for some people – especially personalities who thrive off of pressure and love to make themselves uncomfortable, but for most, this can lead to unnecessary stress. As an account manager you want to keep your clients happy, meet deadlines, and have all the answers, right? Well, yes… but this isn’t always possible, and it’s how you navigate these situations that’s important.

With that in mind, here are four critical elements to becoming a good account manager.

1. It’s Okay To Push Back. Clients sometimes expect the impossible. It often comes from their lack of understanding of what PR and marketing is, or they’re just trying to squeeze the most out of you. It is your job to educate them on what is doable on your side and what is not. Honesty is the best policy here; it’s always better to underpromise and overdeliver.
2. Communication Is Key. Knowing your client is critical. Is their C-suite or board members asking for status updates every day? Or are they a one man band trying to work with you to do the best they can? You don’t want to bombard them with emails and updates if they’re overwhelmed. But if they’re under a lot of pressure from their peers, it may be best to send frequent updates even if you’ve not got a huge amount to say. Strike a balance based on the type of client, their work style and personality.
3. Immerse Yourself. A good account manager will immerse themself in the industry they’re representing. Trying to wing it and learn as you go can get you caught out and make you look unprofessional and sloppy. Be sure to conduct your own research before you get started. Be curious and ask smart questions. If you know what you’re representing, you’re more likely to find hidden media opportunities and share your clients’ story in the most compelling way.
4. Delegate. Delegate. Delegate. Don’t be afraid to delegate tasks to your team — or equally down and up the ladder. All too often in PR we see burnouts and part of this is because of the fear of letting go of control. Sometimes it’s easier just to do things yourself if you need it done quickly, but your team is there to be utilized. Teach them and it’ll make life easier going forward. It also looks better optically from an outward perspective when a client sees multiple people working on their account, rather than just one person frantically trying (and most likely failing) to manage everything.

PR is a fast paced and constantly evolving industry, but if you can learn how to manage your clients and your team, you’re off to a great start.

Looking for help with PR strategy and to break through the noise? Mercury Global Partners is an award-winning PR firm focused on emerging tech. Get in touch with us at hello@wearemgp.com. 

One area that is often overlooked when it comes to training PR newbies is account management. Learning by being thrown in the deep end works for some people – especially personalities who thrive off of pressure and love to make themselves uncomfortable, but for most, this can lead to unnecessary stress. As an account manager you want to keep your clients happy, meet deadlines, and have all the answers, right? Well, yes… but this isn’t always possible, and it’s how you navigate these situations that’s important.

With that in mind, here are four critical elements to becoming a good account manager.

1. It’s Okay To Push Back. Clients sometimes expect the impossible. It often comes from their lack of understanding of what PR and marketing is, or they’re just trying to squeeze the most out of you. It is your job to educate them on what is doable on your side and what is not. Honesty is the best policy here; it’s always better to underpromise and overdeliver.
2. Communication Is Key. Knowing your client is critical. Is their C-suite or board members asking for status updates every day? Or are they a one man band trying to work with you to do the best they can? You don’t want to bombard them with emails and updates if they’re overwhelmed. But if they’re under a lot of pressure from their peers, it may be best to send frequent updates even if you’ve not got a huge amount to say. Strike a balance based on the type of client, their work style and personality.
3. Immerse Yourself. A good account manager will immerse themself in the industry they’re representing. Trying to wing it and learn as you go can get you caught out and make you look unprofessional and sloppy. Be sure to conduct your own research before you get started. Be curious and ask smart questions. If you know what you’re representing, you’re more likely to find hidden media opportunities and share your clients’ story in the most compelling way.
4. Delegate. Delegate. Delegate. Don’t be afraid to delegate tasks to your team — or equally down and up the ladder. All too often in PR we see burnouts and part of this is because of the fear of letting go of control. Sometimes it’s easier just to do things yourself if you need it done quickly, but your team is there to be utilized. Teach them and it’ll make life easier going forward. It also looks better optically from an outward perspective when a client sees multiple people working on their account, rather than just one person frantically trying (and most likely failing) to manage everything.

PR is a fast paced and constantly evolving industry, but if you can learn how to manage your clients and your team, you’re off to a great start.

Looking for help with PR strategy and to break through the noise? Mercury Global Partners is an award-winning PR firm focused on emerging tech. Get in touch with us at hello@wearemgp.com.