At Armitage Communications, we’re keen to share with you the different roles we have within the team. From Account Directors through to Marketing Specialists, we have a range of people performing a variety of tasks on a daily basis.
In this blog, we’ll share with you Rose’s typical day. Rose started in PR over five years ago as a Junior Account Executive and is now a Junior Account Manager.
Morning:
When I arrive in the morning, the first thing I do is check my emails for any urgent items which need to be addressed immediately. I then look online for any news relevant to our accounts, especially around robotics and automation technology, logistics and telecommunications.
It’s difficult not to get sidetracked into reading too much of the news – but also really important to get an overview of what is happening in the industries to provide context for our campaigns and articles.
Next I check in with the members of our Robotics, Telecommunications and Logistics teams to make sure we are all aligned on the high priority items of the day. If there are any difficulties across any projects then I have to think carefully about what the next best action is to take. More often than not it takes a small change to resolve a challenge, which in the moment can feel enormous, but usually it’s a small part of the overall picture and once addressed, it’s on to the next project. If I’m really stuck on what to do, then I can ask an Account Director.
Often the next project will involve writing of some kind. It could be a blog, feature article, opinion piece, case study or script. Depending on the content specifications, it could take up to eight hours to research, plan and draft the piece, or as little as half an hour.
Afternoon:
In the afternoon, I could be pitching features to editors, setting up press release distributions or spending some time on a Skype call with a client to run through briefs for content, events or campaign strategy.
As an Account Manager, it’s my responsibility to ensure that my clients are well represented in the press and that all content aligns with their key messaging. Usually I will scan the media packs for relevant features to pitch for. Common features I’d go for include ‘Digitalisation in food manufacturing’, or ‘How to address the skills shortage,’ through to “Warehouse automation’ and ‘Robotics’ across a range of magazines including Controls, Drives and Automation, Logistics Manager and Food & Drink Network UK. There are lots of nationals which occasionally feature relevant news which we can re-actively pitch against – recently we got a client a piece of coverage in the Times!
Either myself or the Account Executive will draft a synopsis for the article and email it over to the editor. We usually wait a few days before calling to follow up (unless it’s a reactive pitch of course, in which case we have to be super quick before the news is no longer relevant). If the editor is interested in the content, then we’ll find out the deadline, word count and any images they’ll need and make sure we note this to remind ourselves to deliver on time.
The brief for the article will be outlined to one of our writers unless we have time to write it ourselves. Then once drafted, the article is sent to the client for approval before submitting to the editor along with any images they need such as headshots or real-world examples of the product in action.
During the day I can often have a Skype call diarised, and I make sure to prepare in good time. I read through any attachments or notes in the invite, and write out any questions beforehand that I anticipate I will need to ask to glean the relevant information from the client to execute the project effectively. These 30 minutes to an hour of preparation time are what can make the difference between quality Account Management and last minute, rushed Account Management which can lead to lots of revisions and a frustrated client.
The fewer the revisions, the better the value.
Towards the end of the day I review the items I have completed and mark them as done on the work in progress (WIP) sheet. I also consider what projects will need to be completed the next morning. Having deadlines set against each project in the WIP helps to inform my priorities and leads to a much higher client satisfaction rate as this kind of attention to detail and organisation means the work is delivered in good time.
If I had to sum up what the role of Account Manager requires in a few words, I’d say flexibility, problem-solving abilities, creativity and a passion for nurturing positive client relationships. It helps when you enjoy the accounts which you work on, and have an interest in the subject matter, which I definitely do.
Did I mention I love robots?
If this sounds like a role you’d enjoy and you’re interested in potentially joining us, send your C.V. to debbiem@napierb2b.com.
