By Oliver T
There are many misconceptions about what a life in public relations (PR) is really like. The PR terminology witnessed by would-be applicants can sometimes confuse and, at worst, deter candidates from applying for a role that they might go on to love. It’s time to step back from the buzzwords and take a look at the tasks and responsibilities that would make up a typical day as a Junior Account Executive (JAE), as well as giving you a taste of our company culture here at Flame PR.
The commute to work can be a time for reflection, pre-planning your day, or simply beating your high score on Wordle. While navigating the labyrinth of London, coffee and water refuels are highly recommended.
Work for a Junior Account Executive begins at 9am, when the most important hour of your day begins. JAEs search through the last 24 hours of news articles to source stories that your client can comment on, or industry news that they need to be kept abreast of.
The most interesting stories are discussed in the morning meeting, when team members link the news to the client, get feedback from their Account Manager, and give an overview of their priorities for that day (no, getting to Pret before their oat milk runs out doesn’t count). Throughout the hour, you will be catching up on any unread emails that need replying to, and scheduling any press releases that are to be distributed that day.
Whether it’s writing a thought leadership, creating a few pitches, or conducting outreach, this time slot is the meat in the PR sandwich. Once researched, quality content writing should be a seamless pairing of client messaging and creativity, balancing a regimented writing routine with nuanced angles and cutting edge statistics. An interest in the sector can add further edge to your writing, and at Flame PR, we work in a number of fast-paced, engaging industries such as Technology, Finance and Retail, so you will never be short on ideas.
This time slot also allows for outreach to UK and European time zones. Through email and phone calls, you will be expected to successfully pitch concise ideas to journalists, and secure exciting opportunities for your clients in online, broadcast and print publications.
An array of skills are needed to excel as a JAE: writing, communication, initiative and organisation, to name a few. However, the lunch hour really tests the decisiveness of a team member. Flame PR is encircled by a talented group of eateries, fresh food markets and cafés which will test the decision-making ability of even the most ruthless members of the team.
Internal meetings and client calls often occur in this time slot, and team members will be expected to send a call agenda the day before, draft talking points and brainstorm ideas for pitches, as well as write up minutes for any actionable items that are mentioned.
Flame PR is an international company, and therefore you will be expected to pitch to multiple countries and time zones, the post-2pm slot being prime U.S. pitching time. Internal systems that track opportunities across all accounts also have to be updated, with details such as journalist deadlines and the current stage of content approval, so no team member is left in the dark.
The final hour consists of tying up the day’s loose ends, whether that be providing clients with a daily or weekly update of opportunities and team activity, or replying to any final emails. All team members are asked to send personal end of business updates, tracking their progress made throughout that day and reporting the big hits and any exciting opportunities secured.
After the working day has officially ended, Junior Account Executives usually keep an eye out for relevant industry news throughout the evening, as well as looking out for any urgent correspondences from clients. However, the most enjoyable after-hours activities include team drinks in local bars, which can be a great way to enhance cooperation and encourage team building.
At Flame PR, a positive company culture is a foundational pillar of the values we hold. With various roles available to launch you into a life in PR, the growth opportunities are endless. Delving into a world where media contacts are currency, and household companies are colleagues can be a thrilling prospect for those willing to dedicate themselves to the industry.
Adopting the voice of your client and converting a hook into a pitch are famous PR qualities, but relationship building, strength of character and a positive outlook can truly take you to the next level as a Junior Account Executive.