• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Account Management
Account management

Account management is the process of managing individual accounts within a public relations consultancy. Usually the account team comprises a director, account director, account manager and account executive with administrative support. The director is the most experienced member of the team and generally manages the senior client relationship and matters of strategy, budget and planning. They tend to have an overview role on the team and oversee teamwork.

The account director is the hands on, day-to-day driver of the programme and works closely with the rest of the team to meet communications objectives, manage budgets and plan teamwork. The account manager reports into the account director and also has a hands on role similar to that of the director, though is more focused ...

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