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.*
* Source: Bureau of Labor Statistics, "Career Guide to Industries," 2010-11 Edition