In advertising and public relations, the account management department links the agency and the client — it represents the agency to the client, as well as the client to the agency. Account management brings business to the agency and ultimately, is responsible for the quality of the advertisement or public relations campaign.
Firms in public relations services offer one or more resources that clients cannot provide themselves. Usually this resource is expertise in the form of knowledge, experience, special skills or creativity; but sometimes, the resource is time or personnel that the client cannot spare. Clients of public relations firms include all types of businesses, institutions, trades and public interest groups, and even high-profile individuals. Clients are large and small for-profit firms in the private sector; state, local or federal governments; hospitals, universities, unions and trade groups; and foreign governments or businesses.
Public relations firms help secure favorable public exposure for their clients, advise them in the case of a sudden public crisis and design strategies to help them attain a certain public image. Toward these ends, public relations firms analyze public or internal sentiment about clients; establish relationships with the media; write speeches and coach clients for interviews; issue press releases; and organize client-sponsored publicity events, such as contests, concerts, exhibits, symposia, and sporting and charity events.*
As communications continue to evolve in a digital world where consumers are saturated with multimedia messages, public relations agencies are redefining the way they do business. Leaders at GolinHarris, a public relations firm ranked in the top 10 in the United States and top 20 globally, reorganized their agency structure in 2011 and implemented a new communications model leveraging traditional and social media.
Fred Cook, CEO of GolinHarris, will discuss the company’s innovative new “g4” model on Saturday, June 2, during his keynote address at the WVU P.I. Reed School of Journalism and Integrated Marketing Communications (IMC) graduate program’s annual INTEGRATE conference. Cook will share his insights on the need for public relations agencies to re-evaluate how they function and deliver multi-platform results in a rapidly evolving communications industry.
Cook’s address will come at the end of the IMC graduate program’s 2nd annual integrated marketing communications conference – INTEGRATE 2012. The two-day conference will be held on WVU’s downtown campus June 1-2, 2012.
* Source: Bureau of Labor Statistics, "Career Guide to Industries," 2010-11 Edition