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Account management

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Places available:
Points Awarded: 
Course Type: 
Classroom based

In house or agency, one of the most important requirements of any PR professional is the ability to manage client accounts effectively. Managing and exceeding expectations; dealing with different types of personality; time management and persuading and negotiating people are all standard requirements to the PR/client relationship. This one day workshop – packed with cases studies and exercises designed to coach best practice in account management techniques – ensures the following.

Course Objectives: 

A greater confidence in deploying strategies and tactics on successful account management. Understanding the language of account management – both verbal and physical – and deploying it effectively. Identifying different client types and altering behaviour to ensure good relations. How to keep campaigns on track. Delivering good news and bad news. Developing a client strategy to grow the account.

Learning Objectives: 

The duties of account management – what should be included and what shouldn’t!
The Client/Consultancy Life Cycle and how to manage the various stages
Handling difficult clients
Identifying common reasons for strain between an agency and client
Common problems and how to avoid them. Tactics to avoid the common issues. Listening and questioning skills
Managing time on accounts
Writing winning account management reports
Presenting ideas


Full course notes will be provided. A notebook and pen will also be provided. If you prefer to work on a laptop, you are more than welcome to bring it along with you to use throughout the day.