We have also stressed the fact that it is the necessity to help a client make a reasonable profit in his business. As public relations experts, we serve corporate America in performing a much-needed and worthwhile purpose. We and corporate clients need each other, and none of us should lose sight of that fact.
Although we have already discussed the primary roles that marketing plays, there are additional contributions which must not go unnoticed. For example, public relations is the hook with which specific marketing goals can be attached to news interests. When a beautiful, well-appointed cruise ship sails out of or into port, it is news-but only if you make it news.
Each public relations firm has a hierarchy within which an employee can advance. A beginner can join a firm as a secretary or an account assistant and be promoted up the ranks to account executive, account supervisor, vice president and eventually senior vice president.
Descriptions of these titles are as follows:
- Account Assistant: Functions as an assistant to an account executive or account supervisor. Usually a person at entry level with little or no public relations experience and who receives close supervision.
- Account Executive: Responsible for handling day-to-day activities of one or more accounts. Performs all traditional public relations functions including writing, media contact and placement, client liaison and support service supervision. Reports to account supervisor or higher executive.
- Account Supervisor: Directs client programs and supervises other employees. Responsible for day-to-day account activities, preparation of client reports, work plans, supervision of account executives and assistants. Monitors out-of-pocket expenses and budgets of accounts, maintains client contacts and tries to expand existing accounts. Probably involved in sales activities. A record of achievement must be present before an individual assumes this level of middle management. Reports to vice president or senior vice president, according to account.
- Vice President: Assumes administrative responsibilities for accounts including budgeting, expense monitoring, profitability and supervision of staff members. Demonstrates the ability to conduct account and other management responsibilities successfully with minimal supervision. Probably involved in sales activities, including program proposals, sales presentations and expanding services to clients. This position is held by an individual who has demonstrated consistent management skills over a number of years and has potential for a senior position within the firm.
- Senior Vice President: A group supervisor with ultimate responsibility for the success of profitability of a number of accounts. Responsible for managing the members of the group, reviewing their performance and making recommendations to management. Routinely counsels clients and is heavily involved in new business activities including program proposals and client presentations. A person in this position has demonstrated a substantial track record of successfully completed assignments, account supervision, professional and business management capabilities, sales skills and employee supervision, and is expected to exhibit the highest standards of the profession in ability and experience.
