Companies hire service providers for needs outside of their business as usual. These may include business requirements that are only needed during specific periods, such as product launches, publishing write-ups, or even award ceremonies. For such types of activities, companies hire public relations firms to handle the publicity requirements, and those public relations firms assign public relations account executives to handle specific clients.
Public relations account executives are assigned specific clients based on their experience or area of expertise. They craft public relations write-ups, coordinate with media, and create and implement the communication plan. They are also in charge of briefing involved suppliers. Public relations account executives also conduct regular meetings with their clients. This helps them ensure that they are on the same page as their clients. It also helps them assess the feasibility of the client's vision and gives them the opportunity to discuss action plans.
If you enjoy public relations and client management, working as an account executive is right up your alley. Should you pursue this career, you will need to build credibility with your clients and you will need to create a good reputation.