A day in the life of a
PR Account Executive

When I tell people I work in PR, I’m often met with puzzled looks and questions like, “What does that even involve?” Well, as I approach my one-year mark in the industry, I still find it a hard one to answer because no two days are the same! Working with several different clients, every day is unique and full of new opportunities. And it’s not just about writing press releases or sending a pitch to journalists, it’s about storytelling, building relationships and creating impact.

Working within the fast-paced and ever-evolving tech industry allows me to dive into new technologies and trends, spanning from robotics to AI-driven drug discovery – an exciting opportunity to continuously learn and grow. And partnering with brands that are genuinely transforming our world means getting exposure to ground-breaking innovation and working with really talented comms people.

My day usually starts by reading the news to see the big announcements of the day, or stories that might be relevant for our clients. Not only is it about staying informed about their industries, but sometimes an article can spark an idea for a pitch or a new angle for a client’s messaging. This is generally the calmest part of the day, a moment to get my bearings before things kick into high gear.

Typically, I split my work week up between working from home and the office which allows for flexibility and balance.

On office days, the first stop is always the coffee machine, for a catch up with my colleagues to chat and bounce ideas around – plus it’s a nice way to hear what others are working on.

Then it’s time to dive into client work – and today has a few different priorities, one of which is a product launch for one of my cybersecurity clients about to launch its new cyber risk management tool. Ahead of the product launch, the key things for me to do are to review the messaging, double-check the press release, and pull together a media list for distribution, accompanied by a compelling pitch that will draw the attention of our key media.

From there, it’s all about building connections with the media and getting the word out, as I begin pitching to journalists. This is where the relationship-building comes in, crafting personalised, targeting pitches that not only tell the story but also make it relevant to each journalist’s unique interests. As most of us know, journalists are very busy people, so a PR’s job is about making sure that our stories are the ones they care about! A lot of work goes into this but seeing your clients story published in the press is always the most rewarding part. It’s a victory for the whole team seeing those hard-won pieces appear in the media!

Lunchtime is a break from the screen and a chance to get some fresh air with colleagues – once a month we have a team ‘lunch club’ outing, turning the midday break into more of a social highlight where we try new spots near our office. Often, we use the time to unwind and chat about things outside of work. The social side is one of my favourite aspects of working at Brands2Life with so many events organised throughout the year; one that really stands out was our team rounders match.

This afternoon I am focused on writing a piece of content – this time it’s a thought leadership article for a client in the fintech space, focusing on the future of digital payments. Content creation is one of the main parts of PR where you can really unleash your creative license whether that’s in a comment, byline or social copy. In essence, this part of the role involves turning complex ideas into compelling stories that really highlight your client’s expertise and convey their messaging and tone of voice. We want to position our clients as experts in their fields, who have something insightful to say about the big topics of the day.

Towards the end of the day, I shift my gears to media monitoring, scanning for any coverage from this morning’s product launch, and draft a wrap-up report to showcase all of our results, feedback from journalists and next steps to the client.

Before logging off, I like to update my to-do list and flag my priorities for the next day, as this helps me stay organised and make sure my team knows what I’m working on. And what does tomorrow entail? A team brainstorm session about a new campaign on sustainable technology, as well as planning for an upcoming GenAI media event, and after a busy week, a trip to the local pub with the team!

Written by Kirsten O’Doherty