Account Executive

The term account executive (AE) refers to the practitioner within an agency or public relations firm who is responsible for day-to-day contact with a client or clients. As such, the AE is responsible for managing all agency-client initiatives, including publicity, press relations, special events, crisis communication, the creation and production of communication messages, and media buying and placement. In many instances, AE or assistant AE is the title of the entrylevel position in public relations agencies.

In the earlier days of the profession, the AE's function was viewed as the agency's liaison with a client or clients. It was the AE's job to represent the agency to the client. However, in today's consumer-driven environment, the AE is seen as functioning best as the client's representative within the agency. In that role, it is the responsibility of the AE to ensure that the interest of the client is foremost in all initiatives undertaken by the agency on behalf of the client.

Activities performed by the AE include the following:

• Developing and maintaining expertise in the client's business and industry
• Understanding the structure and policies of the client organization
• Scanning the economic, political, and social environment for challenges and opportunities vis-à-vis the client
• Maintaining an ongoing base of information concerning competitors for the client's interests
• Developing relationships at a minimum of three levels within the client organization
• Acting as consultant to the client with regard to communication planning and implementation, including advertising, media relations, Web content, media planning, and other activities
• Maintaining day-to-day contact with the client's representative(s) to maintain goodwill and keep the client “in the loop” regarding all activities on its behalf
• Representing the agency at client meetings
• Coordinating activities with the agency's creative director and media director as appropriate
• Monitoring and protecting the agency-client relationship
• Working with the client to develop planning documents
• Summarizing agency-client meetings for distribution within the agency and to the client organization
• Ensuring that all creative messaging and other initiatives are fully supported by the client prior to implementation
• Making certain that all members of the agency team assigned to the client's account understand the needs of the client and act accordingly
• Ensuring that all creative is “on target” (creative refers to the text, graphics, pictures, and other tactical tools that are crafted for each client as contracted)

However, the central focus of the AE has always been—and always will be—to effectively and [Page 4]efficiently manage the relationship between the client and the agency to protect the interests of both and to ensure mutual benefit. Moreover, the agency tenure of an AE is directly linked to the maintenance of that relationship.

The appropriate educational background includes public relations, advertising, or journalism.