When hearing the phrase “a day in the life,” it’s impossible for me not to think about the Beatles song. Strangely, that track fits when it comes to describing my role as an assistant account executive here at Ketner Group. The grandiose song that changes tempos, has multiple bridges and juggles several themes mirrors the fast-paced world public relations and agency life is often associated with. While anyone would say it’s difficult to walk through their day-to-day, the public relations world is especially difficult. And as my colleague Mikaela pointed out, our roles and responsibilities can sometimes blend together, however, there are a few underlying patterns behind my daily tasks as an assistant account executive.
Starting the Day
When I get into work, the first thing I do is open is my inbox. Then begins an email triage of sorts – I read through everything, organizing by what’s the most pressing, what needs my attention that day and what I can add to my longer to-do list. Next comes a quick news scan – even Lennon and McCartney start off their song the same way: “I read the news today…” The number of emails I’ve received and what’s making headlines are pretty good indicators of how my day will turn out. For example, a major news story that’s great for a client to comment on, or a press release that needs to be drafted by the end of the day, can temporarily push research and other content projects to the back-burner.
What I’ve Learned
In this fast-moving industry, being proactive and taking an extra step is everything. This could be in the form of asking a question or offering a new perspective. Another example may be taking the time to build a one-on-one relationship with a journalist or editor. Then, when the time comes when you need to pitch them news or a byline, they see you more as a person than a pesky PR professional.
As an assistant account executive, it’s also important to sharpen your internal communications skills, liaising between senior and junior staff. Whether it’s providing instructions on a task or supporting the senior team with major projects, it’s important to keep your team updated on the status of each project. If an account coordinator or intern is drafting an agenda, writing a blog or distributing a press release, it’s important that I stay aware of those tasks and am available to answer any questions that may arise.
My Favorite Part
For a company that has “communications” in its name, it’s a bit redundant for me to point out that writing is a big part of my day-to-day. What changes is the type of content – bylines, blogs, press releases, social media posts. You name it, we write it. And while I would argue that it’s my favorite part of the job, I also have found a love for social media analytics. As our company has expanded our skillset and offerings, it’s provided new opportunities for us to dip our toes in and learn something new.
Regardless, storytelling is at the core of everything we do. Some days that’s fulfilled through writing long-form content, and others I only get around to writing emails. That’s what makes it fun; even though I have a to-do list, it could change within the hour. If you would like to know more about our roles here at Ketner Group, feel free to send us an email at [email protected].