Reflecting on my UnleashedPR Experience as a First-Time Account Manager

Hands-on experience is crucial in every field, but especially in public relations. Whether it is internships, school clubs, or professional events, all of these experiences help to sharpen your skills and develop expertise. UnleashedPR has been an amazing opportunity for me to do just that! From working across different client accounts as an account executive and now an account manager, I’ve been able to apply course materials to learn more about real client work. Since it is halfway through the semester, here are some of the things I’ve learned this semester as a first-time account manager at Unleashed with a focus on an entertainment client:

1. Organization is key. While this may be an obvious one, it’s truly so important! I found that having a google doc and google sheet with separate tabs is great to keep documents in order and track progress. I’ve implemented a google sheet for meeting agendas labeled with each meeting date so account executives can go in and see their deliverables for the next week. Additionally, hyperlinking everything such as the Google Sheet for a specific media list, so that there is no confusion and team members can access documents easily. Even if it is the same document every time, it’s helpful for it to be on the agenda so everything is in one place. And pro tip: you can copy the link of a specific tab within a doc so you can hyperlink a specific page to further reduce confusion!
   

2. There is no such thing as overcommunication. Creating a group chat with both the internal team as well as the client has greatly increased efficiency. The client is able to run quick ideas past the team, and there is a constant line of communication in between formal meetings so that there is no waiting or questioning about the work in progress. Additionally, the internal group chat for the team is great for sending reminders for meeting times, deliverables, and updates.
   

3. Team culture is vital. It might be tempting to jump straight into the work, but it is so worth it to take the extra time to get to know the team and build a good relationship. Additionally, if possible, I would highly recommend conducting meetings in person, as that face to face time helps members bond and feel excited about the work. Having a strong team culture ensures everyone feels comfortable reaching out, asking questions, and proposing ideas without judgement. It makes team members feel more engaged with the work and encourages everyone to put their best foot forward. Also, it makes the Unleashed experience a lot more memorable and fun! My favorite part of this semester has been getting to know my incredible team members and working alongside them!
   

4. Deadlines come around a lot quicker than you would expect. This is true of all industries in PR, but especially with an entertainment client. If you know the client has an event coming up, make sure to get started with pitching, outreach, and promotion before you think you need to. For example, with a Halloween event, we thought three weeks in advance was sufficient time to develop a media list, write and send pitches, and strategize content for socials. While we were able to meet our deadline, an additional week of work would’ve given time for more contacts to respond and coordinate for the event. It takes time to get things approved by the client, sent out to contacts, await a response, and then coordinate.
   

5. Balance matching the energy while also being professional. Working with an entertainment client with an eccentric energy requires balance to cultivate a trusting relationship. You want to be able to build rapport, but also advise them in the best way possible. A good way to balance the two is to keep in contact with your client frequently via email or text, providing updates, congratulating them on any wins, and offering additional support. By going above and beyond, your client will feel the enthusiasm from your team, which strengthens the client relationship and establishes a close but professional bond. This is a way to create an environment where the client and account team can establish mutual trust and respect while delivering the best outcomes.
   

6. Learn how to be flexible and fast. Life happens, whether it is a delay, last minute gig, or a change of strategy/plans. As the PR team, you have to be ready to accommodate your client’s changes and support them with content ideas, strategy, outreach, etc. These changes also typically happen quick or last minute, so fast replies and coordination are key for a team that needs to pivot immediately. Pro tip: If you know your client has last-minute changes frequently, try to come up with a pre-established plan based on patterns or scenarios you know they encounter so your client can act fast if the team is not readily available.
   

If you’re looking to join an UnleashedPR account team, or if you’re just looking for some guidance to organize and structure client work, consider implementing some of these tips!