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.

Recent research by the Public Relation Consultants Association (PRCA) which represents the interest of the top PR agencies in Ireland found that Business Savy, Measurement and Analysis and Management skills were considered by up to 40% of Agency MDs among the top five most relevant skills for PR practitioners.

This certificate course will develop these skills and enable ambitious PR Executives to meet, and exceed, their clients' and managers' expectations.

Start Date 5 February 2022
Course Dates 5 February 2022
11 February 2022
19 February 2022
25 February 2022
5 March 2022
11 March 2022
19 March 2022
2 April 2022
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 Blended Delivery, Incorporating a number of delivery methods - in-person and video lectures; live online tutorials and self-directed learning.
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

Dates & Course Timetable:

  • Saturday, 05 February – Introductory Lecture (Live online  09:30am – 12:30pm)
  • 11 February – Video lectures (posted on dedicated course resource webpage)
  • Saturday, 19 February – Interactive Tutorial (Live online  09:30am – 12:30pm)
  • 25 February – Video lectures (posted on dedicated course resource webpage)
  • Saturday, 05 March – Interactive Tutorial (Live online  09:30am – 12:30pm)
  • 11 March – Video lectures (posted on dedicated course resource webpage)
  • Saturday, 19 March – Interactive Tutorial (Live online  09:30am – 12:30pm)
  • Saturday, 02 April  Interactive Tutorial (Live online  09:30am – 12:30pm)
  • 16 May – Assignment submission deadline 5pm

Assessment & Accreditation:

Assessment is comprised two elements:

  • A reflective journal. (10% of overall grade).
  • A project. Maximum 3,000 words, applying the learnings to practical work. (90% of overall grade).

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

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

What previous participants say:

"I would highly recommend the PRII's Certificate in Account Management to any account manager or account executive looking to move upwards in PR. The material in the course is highly relevant, covers many different aspects of account management, and is superbly delivered. It definitely gave me new insights and knowledge on best PR practice which would not be attainable through day-to-day work alone. The course not only helped me to take the step from Senior Account Executive to Account Manager, but also forced me to consider my long-term career aspirations and how I may go about achieving them." - Luke O'Baoill, Account Manager, Comit

"Taking part in the Certificate in PR Account Management was brilliant in helping me define my personal goals. It gave me the practical knowledge I needed for crafting PR campaigns for clients. And I’ve gained the confidence to take on more challenges and responsibility in my role. Martina was incredibly knowledgeable and an excellent mentor to us. It’s a fantastic course for anyone looking to further their own career in PR; it will make a huge difference to both your professional development and to the work you create for clients." - Erin Fox, PR & Content Executive, StoryLab

“The PRII Certificate in Account Management equipped me with practical knowledge that has helped me develop quickly in my professional career by changing the way I think as a Public Relations professional. Additionally, the opportunity given by the course to ask a peer working in the industry questions you may not feel comfortable asking your own colleagues was invaluable. I would recommend this course to anyone who is looking to take the next step in their career.” - Graham Union, Media Relations, AIB

"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.

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.


Given the restrictions COVID-19 has imposed on society and business this year specific contingencies have been put in place for the continued and successful delivery of all PRII training and professional development courses.

The PRII Certificate in PR Account Management will be delivered using a blended approach incorporating a number of delivery methods (live online lectures; video lectures; live online tutorials and self-directed learning).

The learning materials available to students will include:

  • Dedicated course resource webpage hosting video lessons, notes, readings and references.
  • Introductory and revision in-person lectures
  • Pre-recorded video lectures on key module content
  • Live online seminars to discuss and develop upon material introduced in video lectures
  • Email Q&A facility with access to lecturers


Queries should be addressed to Annmarie Jordan at Loading....

How to Enroll:

Register for this course by clicking on the Book Now button below.


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