Public relations account executive : Training

Training varies depending on the consultancy/organisation. Some larger firms have structured initial training and ongoing professional development courses. These often focus on media relations, writing practice and consultancy skills, and larger agencies will occasionally bring in outside trainers to teach the graduates as a group. The majority of training, however, is on the job, working with more experienced colleagues on a number of accounts. Some smaller agencies may not offer a structured training programme but may give more access to senior members of staff for advice, and provide exposure to a more varied workload than a larger agency.

A variety of short, external courses are available, specifically designed for public relations (PR) professionals. The Chartered Institute of Public Relations (CIPR)  is one provider of these. Many organisations actively encourage their employees undertake such courses as part of their continuous professional development (CPD). The Henshall Centre  also offers a range of training courses, specifically tailored for PR professionals, as does the London School of Public Relations (LSPR) . Some of these are evening courses of several weeks duration or shorter, intensive day courses.

Some organisations encourage employees to study towards the more formal qualifications offered by the CIPR and may offer financial support, provide study leave, or both. CIPR qualifications, which usually take one year to complete, include the Advanced Certificate in Public Relations, aimed at graduates or junior PR professionals and the Diploma in Public Relations, which is targeted towards more experienced PR professionals.