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Variety is the Spice of Agency Life

When I graduated from Gonzaga University in 2016, I had the vision of landing a corporate or nonprofit public relations job because I wanted to be passionate about the work I was doing. Fast forward to now, and here I am loving working at a PR agency and coming up on a year and a half at NST!

When friends and relatives ask me what a typical day looks like, I always have to stop and think since there are many different elements to the job. I have come to love that no one day is ever the same and I have a variety of projects for different clients.

So what does an account coordinator at a PR agency do? Consider these daily activities:

  • News Releases: This form of writing is sent to media contacts to get the word out about something going on with a client, in hopes that the news will be published.
  • Media Lists: In order to send a news release, you have to first know which publications and contacts you’re going to send it to. While a colleague is finishing a news release, I will help create a custom media list that fits best with the particular topic and audience.
  • Pitching: Once a news release is finished and the media list is ready, I will help “pitch” a story over email to a media contact and then conduct follow-up calls.
  • Social Media: In today’s times, social media and technology are a big part of our lives, and one of the top ways people get their news. Many agencies have taken on the task of managing their clients’ social media pages. At NST, I help draft social media content and engage with followers for our client partners.
  • Influencer Outreach: Along with social media, utilizing influencers has also become an important communications vehicle for brands. I help clients find influencers that best fit their audience, develop content plans and contracts and help create a schedule for their blog or social posts.
  • Research: Most people don’t think of research as a public relations task, but it can be an important one. In order to best position a client, I provide my colleagues with some research to help us develop compelling brand messaging.
  • Meetings: They can be time consuming, but they are essential for planning projects and checking in with my teams. Some of the best ideas come from group brainstorms.

I feel lucky to be working at one of the best public relations agencies in San Diego and I’m enjoying the fast-paced agency life. Thank you to the NST team for your mentorship and for showing me that exploring never stops!