CAREER GUIDE: PR ACCOUNT EXECUTIVE

"Public relations account executives manage the information between organisations or individuals and the general public. They promote their clients to their intended audiences through news items, press releases and product placements. A PR account executive works within a wider team and aims to influence public opinion or behavior without the use of paid advertising. A PR account executive works to proactively promote the profile and reputation of their clients." 

This week on Career Guide we chat to two young and talented PR account executives Itumeleng Thulare and Thabiso Moloi, who are making a name for themselves in the PR industry. They get the chance to answer some of the questions that were submitted through twitter and Facebook.  

Itumeleng Thulare-PR account executive <Fleishman Hillard>

Tell us about yourself? Where did you study? What did you study? 
Itu Thulare is my name, 23 years of age and I’m a PR Practitioner. I studied BA Communications in North West University (Vaal Campus)

What does PR mean to you? And how would u describe your role as an account executive?

I’ve always found that good communication is a key tool in moving forward. I believe that PR creates a mutually beneficially relationship between organisations and their publics. We may not all be Olivia Popes, but we fix things in this industry, and that gives me a good feeling.

My role as and AE is to execute, from building media relations on behalf of a client, to implementing campaign strategies and events.

What does you daily duties involve as a PR account executive and which brands do you personally work with?

I’m constantly engaging with the media to maximise publicity for my clients, a lot of writing is also involved, I manage communities on social media, this is over and above a lot of admin of course.

What skills and qualities do you think you need to possess in order to be a great account executive? 
You need to be a people’s person, have good organisational skills, be very patient – whether it’s with a client or the media, you also have to be eager to learn as the communications industry is broad and has a lot to offer.

What would you say is the misconception many people have regarding PR? 

Definitely the myth that we are spin doctors, that is not what PR is about.

Where do you see yourself in the next 5 years? 

Definitely somewhere up the corporate ladder, I’ve always believed that if your dreams don’t scare you, they aren’t big enough; and currently my dreams do scare me.

What are some of the challenges you face along the way as a PR account executive? 

Yoooh! Where do I begin? From dealing with eccentric and out of the box personalities to staying up late working on events and campaigns. It’s a pretty rough industry and one has be resilient.

What advice would you give to young aspiring PR practitioners about the PR industry? 

Well first you have to get that qualification. Do a lot of reading, because being well-versed will help you out in analysing trends, giving out your opinion because once you’re sitting in a brainstorm your opinion will matter. Lastly, have a passion for the industry, make sure that you love it.

Twitter: @MizzItu

Thabiso Moloi- PR Account Executive <Cerebra> 

Tell us about yourself? Where did you study? What did you study?

My name is Thabiso Moloi born and bred in Diepkloof, Soweto. Went to local schools in my hood whilst growing up and eventually ended up at UJ where I studied and acquired a degree in Corporate Communications. 

What does PR mean to you? And how would u describe your role as an

account executive?

Strangely enough I don't like to call or refer to it as "PR". I prefer to refer myself as a communications consultant who provides counsel, direction and advise to his clients. As an AE I handle a number of things including reporting, media relations, managing the device review programme ect. But to be honest, titles don't mean anything to me, at the end of the day I'm part of a team that's trying to achieve the same goal.

What does you daily duties involve as a PR account executive and which

brands do you personally work with?

At the present moment I work on Huawei, the device division thereof. My duties include reporting, media relations etc, as per my previous answer.

What skills and qualities do you think you need to possess in order to

be a great account executive?

Having solid communication and writing skills is very important however in this industry it's also key to have excellent people skills.

What would you say is the misconception many people have regarding PR?

The one that I hate the most is being referred to as "spin-doctors". I can't blame people though as most of them either have little or no idea what we do.

Where do you see yourself in the next 5 years?

Can't say for sure, to be honest I don't think that far. Just take it one day at a time – what I do now will eventually determine what/who I become tomorrow so best make the most of today.

What are some of the challenges you face along the way as a PR account

executive?

Having to explain what I do to people is one :) Seriously though, i'd have to say it's being on the same page with client which doesn't happen from time to time but that's also what makes the job that more enjoyable – the thrill of the challenge.

What advice would you give to young aspiring PR practitioners about

the PR industry?

If you have a pure passion for it then go for it. This industry teaches you a lot not only from a professional point of view but also a personal point of view. With that said, it might help to have a thick skin because there are testing times that are going to require you to have one – at the end of the day though it's all part of the thrill and challenge.

Twitter: @Thabz_14