PRII Certificate in PR Account Management

Delivering value to your clients and balancing what can be competing demands on your time can be challenging. Not to mention maintaining an effective, productive working relationship with your account manager and/or account director and taking care of your own career development. This PRII Certificate Course will develop your management skills and help you to meet, and exceed, your clients' and managers' expectations.

Start Date 1 February 2020
Course Dates 1 February 2020
15 February 2020
7 March 2020
21 March 2020
Presenter Dr. Martina Byrne
Chief Executive, PRII , previous Lecturer and Examiner PRII Diploma in PR, and former Director of Public Affairs at Wilson Hartnell PR
Venue PRII, 84 Merrion Square, Dublin 2
Fees PRII Members €1630
Fees PRII Non-members €1975

Who is this course for?

Account executives in Irish PR agencies moving into an account management role or someone recently promoted to that position. Early career professionals with 2 to 4 years' experience who want to progress their career with confidence while adding value for their employers.

Learning Outcomes:

This course will help you understand and develop the client/consultancy relationship. On successful completion of this programme you will:

  • Understand best practice relationship management
  • Be able to actively and efficiently manage multiple client portfolios
  • Understand the key concepts of project management
  • Be able to demonstrate your contribution towards meeting client business objectives

Topics covered

  • Planning and Managing PR Campaigns
  • Evaluating and Measuring PR campaigns
  • Client Relationship Management and /Monitoring Client Satisfaction
  • Winning New Business and PR Contracts
  • Understanding professional service finances and profitability
  • Personal and Client Time Management
  • Managing Up and Down Line Management

Assessment & Accreditation:

Assessment is by continuous assessment taking account of attendance and participation in class.

Participants are encouraged to apply learning from the readings, modules and discussions and show how these apply to their own work situation and public sector communications challenges.

Final assessment is by way of a 3,000 word case study / report-style assignment applying the learnings to forthcoming initiatives (real or imagined).

These courses are accredited by the Public Relations Institute of Ireland - the professional body for communications and PR in Ireland.

One third of participants who previously undertook the course have since been promoted into more senior roles.

What previous participants say:

"This course has prepared me not only for account management but it has informed my thinking on how to be more proficient and accountable at delivering PR which is targeted, on-message and measurable. The material and experience delivered by the course has accelerated my career in Public Relations and has allowed me to define my personal goals in the industry." - Stacey Connolly - Account Manager, Beachhut PR.

 “The Certificate in PR Account Management provided me with the practical knowledge and skills I needed to create compelling PR campaigns for my clients while also giving me an insight into how to efficiently manage their time and budgets. I found the course to be hugely beneficial and it definitely helped me to take the step up from Senior Account Executive to Account Manager.” Eoin McGinley - Account Manager, Comit PR & Marketing.

‘Completing the Certificate in Account Management course was a life- changing opportunity for me. It helped me to restore confidence in myself and to realise that a career in PR is a very attainable achievement, if I am willing to work for it. I personally gained an enormous amount of knowledge during the course, it has changed both my work and personal life is such a positive way. I have been able to employ the skills and tips I learnt with great results almost immediately. It made me think critically about things. After every class I was going home empowered and inspired.

Martina was very knowledgeable and was able to tailor the whole day to our individual needs. I would highly recommend this course to people who are genuinely interested in improving their career.’ Antonia Conte, Account Executive, Heneghan PR.

Course Director:

Dr. Martina Byrne

Chief Executive of PRII and previous lecturer and examiner PRII Diploma in PR. Dr Byrne is also a former Director of Public Affairs at Wilson Hartnell PR, with more than 20 years professional PR experience both in-house and in consultancy.


Courses are taught by a combination of classroom time (9.30am - 4.30pm) over four full days and personal study.

Classroom sessions are intensive and participative and will include a variety of approaches including lectures, group discussion and practical exercises / case studies.


Queries should be addressed to Annmarie Jordan at Turn on Javascript!, or call (01) 661 8004.


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