What Makes a Great PR Account Director?

Jerin Ephrem, director of client services at Torque Communications Pvt Ltd, "With the rise of AI and the evolving ways in which today’s generation engages with media, it’s essential to adapt without ego. Just like CGI has replaced practical effects in movies (let’s be honest, nobody wants to watch a rubber monster anymore), an account director in PR needs to roll with the punches and stay current, - or risk being the PR equivalent of a cheesy sci-fi flick!”

Ephrem adds, "As an account director in PR, I've learned that success hinges on developing a business-centric approach that is married with creativity. It's a bit like being a producer - you need to have an eye for a good story but also know how to bring it to life within budget and make a huge splash at the box office. 

Just as a great film needs a strong narrative, memorable characters, and effective pacing, a successful PR campaign requires a clear message, storytelling, and strategic timing. An account director plays a crucial role in this process, balancing creative vision with business realities while managing logistics and strategic timing, much like a film producer. "

Jinsy Elizabeth Raju, account director, of Adfactors PR feels along with upskilling, attitude and leadership skills define the account director role, " Effective leadership is crucial. You'll need to guide your team, collaborate across departments, and sometimes make tough calls under pressure. When crises hit - and they will - you must stay level-headed and act decisively. Our field changes rapidly, so continuous learning is non-negotiable. You should actively seek out new trends, technologies, and best practices. 

At its core, this role is about driving results. Clients expect tangible outcomes, not just activity. You need to consistently deliver value and be able to demonstrate it. 

Lastly, genuine enthusiasm for PR work is vital. This job can be demanding, and a real passion for the field will keep you motivated and help you thrive. These elements, in my experience, are what separate top performers in this role. “

"Success as a PR account director hinges on strategic vision, relationship management, and adaptability. Understanding clients’ businesses deeply, enables me to craft tailored PR strategies that align with their objectives and anticipate market trends. None of this is possible without a highly driven and motivated team. Hence, leadership becomes crucial.

Guiding a team to execute complex campaigns demands more than just managerial skills; it requires the ability to inspire, mentor, and foster an environment where creativity and strategic thinking thrive." shares Tanoo Gupta, account director (PR-North), Avian WE.

Emotional intelligence and resilience are essential too, in managing tight deadlines and high expectations. By balancing these alongside business acumen, a PR account director can drive both, client success and agency growth."

Neha Gour- president: of PR24x7, points to another key area that accounts directors need to excel at, "Managing an intergenerational team, both client-side and agency-side, presents unique challenges. Different generations have varying work styles and ideas, leading to potential conflicts. 

The newer generation may prefer flexible work patterns, while older generations might stick to traditional approaches. Maintaining a calm demeanour and fostering two-way communication is essential for bridging these gaps and ensuring smooth workflows"

Ankitha PC, account director, of Concept Public Relations says “I believe in the motto Adapt, Innovate, Overcome.”

She adds, "In a constantly evolving industry characterized by rapid technological advancements and shifting consumer behaviours, staying adaptable is essential. We must be open to change and ready to pivot strategies as needed, all while keeping our client's needs as our top priority."