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Public relations account executive skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

Jonathan Byers,

Anne Marie Mitchell

Below we've compiled a list of the most critical public relations account executive skills. We ranked the top skills for public relations account executives based on the percentage of resumes they appeared on. For example, 17.8% of public relations account executive resumes contained press releases as a skill. Continue reading to find out what skills a public relations account executive needs to be successful in the workplace.

15 public relations account executive skills for your resume and career

1. Press Releases

Here's how public relations account executives use press releases:

Handled all media relations including coordinating press releases, arranging interviews and delivering information to media outlets.
Prepared press releases distributed written articles, and utilized strong professional relationships in order to generate press.

2. Digital Marketing

Here's how public relations account executives use digital marketing:

Worked directly with Senior Account Executive on implementing digital marketing campaigns.
Managed digital marketing efforts leveraging social media to inform fans of upcoming shows.

3. Fact Sheets

A fact sheet is a short, typed or handwritten one-page document that contains the most important information about a specific topic, product, substance, or service in the least amount of space. The aim is to convey key facts and points on a topic in a clear, concise, and easily understandable way and to communicate the most relevant information effectively.

Here's how public relations account executives use fact sheets:

Formatted and disseminated key press materials (press and news releases, fact sheets, bios, newsletters).
Draft and editing of news announcements, pitch letters, fact sheets, etc.

4. Biographies

Here's how public relations account executives use biographies:

Obtained speaker biographies and coordinated forum handout materials.
Drafted, edited and published company's newsletter, along with the biographies of all stylists throughout the New York area.

5. Client Accounts

Here's how public relations account executives use client accounts:

Pitched and secured interviews and feature coverage for client accounts with prominent trade, local, and national media outlets.
Developed business opportunities, managed client accounts, and built/led project teams to fulfill client goals.

6. Wine

Here's how public relations account executives use wine:

Sustained relationship with vineyards in Spain to translate Wine information from Spanish to English to accurately offer their product in Texas.

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7. Facebook

Here's how public relations account executives use facebook:

Managed Facebook account promoting events to students across campus
Content Manager for the Facebook pages of World Class, Learning Skills for Life, and Craft Beer Academy.

8. Account Executives

Account executives help build good relationships with new and existing clients. They interact with brand teams and clients, making them the point of contact. A sales development representative responsibilities entail facilitating sales, generating potential leads, and referring customers to the best salesperson. To succeed in this job post, you need to have the best customer service, math, analytical, interpersonal, and communication skills. A bachelor's degree in business marketing, sales, or a similar field fits this role.

Here's how public relations account executives use account executives:

Supervised junior account executives/administrative assistants.
Worked with account executives in developing a crisis management plan for a large non-profit organization with 6 subsidiaries.

9. Press Materials

Here's how public relations account executives use press materials:

Developed press materials, presentations, educational materials and results reports.
Led media relations, including generating story ideas, writing press materials, and securing placements.

10. Account Management

The process of strengthening the relationship between a company and client is called account management. Effective account management has two key objectives, one is to retain loyal customers and the second one is to help the company grow by creating connections with new customers.

Here's how public relations account executives use account management:

Provided editorial services and account management for local clients (Widmer Wines and HCR).
Provide External & Internal Public account management services and new business development.

11. Marketing Campaigns

Here's how public relations account executives use marketing campaigns:

Collaborated with internal and external account teams through project management and day-to-day client contact for multiple digital and integrated marketing campaigns.
Collaborated with executive teams to develop distinguished brand identities and effective marketing campaigns.

12. Press Conferences

Here's how public relations account executives use press conferences:

Facilitated press conferences, conducted research, and organized national and international marketing events.
Coordinated with cabinet level speakers and conducted press conferences.

13. Client Relations

Here's how public relations account executives use client relations:

Organized and implemented company marketing and client relations initiatives.
Managed crisis communications and client relationships.

14. Content Marketing

Here's how public relations account executives use content marketing:

Helped to establish new Education division that provided international workshops and extensive content marketing.
Generated new accounts by implementing effective networking and content marketing strategies.

15. Pr Campaigns

Here's how public relations account executives use pr campaigns:

Create, manage, and implement PR campaigns with the goal of enriching the client's image within the public eye.
Developed and executed PR campaigns and annual PR plans for clients in the health and government industry.

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What skills help Public Relations Account Executives find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on public relations account executive resumes?

Jonathan Byers

Assistant Director, Virginia Polytechnic Institute and State University

- Professional skills related to career development competencies such as strong oral & written communication, teamwork & collaboration, leadership, problem-solving ability & creativity, and professional integrity, but we recommend that applicants do not just list these skills. They should provide evidence of how they have used them in their work experience, volunteer experience, academic experience, etc.
-The ability to use technology effectively to solve problems or improve collaboration; this could relate to social media management, computer hardware or software skills, proficiency with general programs like Microsoft Office Suite (also being able to demonstrate the use of these skills in various experiences).
-With diversity, equity, and inclusion becoming more important in 2020, the ability to appreciate different points of view, accept and appreciate different cultural backgrounds & types of identities, and increased awareness of one's own cultural biases and assumptions can also be important to market on a resume.

What soft skills should all public relations account executives possess?

Anne Marie Mitchell

Associate Professor, Columbia College Chicago

First and foremost, the ability to tell a story. Does your cover letter convey who you are and the major milestones of your life and career in logical, chronological order? Each and every bullet point in the experience section of the resume should tell specific stories of what you contributed to the business/cause, the results of your efforts (quantitative and qualitative results are key!), and the growth you enjoyed (were you promoted? given increasing responsibilities?). Every point should be considered a stand-alone story, conveying a message you intentionally want to convey about yourself.

Second, find ways to demonstrate you understand the value of networking. One way is to have a section on professional affiliations (like PRSA or PCC), pre-professional affiliations if just starting out your career (PRSSA or PRSA YPN), or reference networking events or conferences you've attended.

Third, since you are constantly swinging across various industries throughout your career, being interested in many topics, issues and industries are key. Can you show you are open to change and have a wide array of interests and passions? Also, if you have causes or issues you are passionate about, make sure you share them on the resume and/or in the interview. Take any chance to show who you are as a person and what makes you tick. Authenticity is key.

Lastly, as PR is a creative field and you need an open mind to solve your client's most pressing problems, you'll want to demonstrate that you value iteration as a core principle ("Yes, and..." in improv terms). You can show this either by the extracurricular section of your resume, through examples in your experience section, or even in the interview itself.

What hard/technical skills are most important for public relations account executives?

Anne Marie Mitchell

Associate Professor, Columbia College Chicago

Demonstrate you have experience with the tools that professionals regularly use, such as media list building/research (e.g., Cision or Just Reach Out), data analytics (e.g., Google Analytics, Hootsuite), and strategy/messaging (e.g., media pitching, message maps, strategic planning/creative briefs). You also will want a portfolio with real work for real clients (e.g., client presentations, press releases/media alerts, media plans/media lists for real clients, social media content, event management, influencer marketing, etc.). The tools evolve, so LinkedIn certifications are an easy way to supplement your experience.

What public relations account executive skills would you recommend for someone trying to advance their career?

Jacqui Lowman Ph.D.

Associate Professor, University of Maine at Presque Isle

If people need to take gap years, I would recommend that they continue to work on their communication skills. Read and write/create content for a wide range of audiences. Continue to learn and use technology. Look for opportunities to demonstrate leadership. And work on self-confidence. Volunteering for nonprofits that could use their help would be excellent. Those are great on resumes, will build skills, and the students will feel amazing helping others with their skills.

What type of skills will young public relations account executives need?

John Hartman

Emeritus Professor, Central Michigan University

The ability to gather information through multiple methods and distill it, verify it, write about it, and communicate about it through various media and means.

What technical skills for a public relations account executive stand out to employers?

David Brown

Diversity Advisor to the Office of the Dean, Assistant Professor of Instruction, Director of Public Relations Internships and Field Experiences, Temple University

Despite the changing environments that have come to define this pandemic-influenced market, the ability to write and convey concepts remains a foundational skill. Also, having a knowledge and affinity for issues related to diversity, equity and inclusion will be key as our nation (and the broader global arena) grapples with issues related to race and privilege.

Do you want to know more?

List of public relations account executive skills to add to your resume

The most important skills for a public relations account executive resume and required skills for a public relations account executive to have include:

Press Releases
Digital Marketing
Fact Sheets
Biographies
Client Accounts
Wine
Facebook
Account Executives
Press Materials
Account Management
Marketing Campaigns
Press Conferences
Client Relations
Content Marketing
Pr Campaigns
Blog Posts

SEO
Twitter
Instagram
ROI
Editorial Calendar
Media Management
Linkedin
NYC
Product Launches
Integrated Marketing
Event Planning
Market Research
Trade Shows
Crisis Communications
Pitch Letters
Communication Strategies

Event Management
Press Coverage
External Communications
Public Relations Programs
Public Affairs
Client Events
Trade Publications
Brand Marketing
Writing Press Releases
Web Content
Community Relations
Business Development
Public Relations Campaigns
Real Estate
Press Kits
Media Research

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

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