What Does a PR Account Manager Do?

veritahr.com 1 godzina temu

Poland’s business landscape is becoming increasingly competitive. From fintech and SSC/BPO (shared services) to manufacturing and tech scale-ups. Companies need strong, credible visibility to attract talent, win clients, and stand out in crowded markets. That’s where skilled PR Account Managers come in.

A good PR Account Manager doesn’t just “send out press releases.” They shape reputation, build media relationships, and turn business achievements into stories that influence decision-makers, candidates, and customers.

The companies looking for PR account managers in Poland

Today, in Poland, many leading firms outside of the public relations industry are looking for help with building their public brand. Some of the companies recruiting public relations specialists include leading Chinese firms like Huawei and SAIC (MG Motors), but not only.

The role at Huawei will focus on corporate communications, CSR and events, among other tasks. At SAIC the role is similar but includes looking after BTL tasks as well as promoting the public image to the press and wider Polish audience.

Other firms are also looking. The French-Polish Chamber of Commerce is also looking for PR support, where the role also includes preparing materials for the board of the organization. At leading Hungarian pharmaceutical company Gedeon Richter they are also expanding their PR team. The role here also includes managing communications during times of ‘crisis’.

Interestingly, recent new entrant to the Polish market, Astana Motors, is on the lookout for a Marketing and Branding Manager. Kazakhstani company Astana Motors has secured distribution rights for Great Wall Motors (GWM) in Poland. GWM is a Chinese automotive brand. The role covers different areas of marketing (digital, PR, CRM, retail).

Leading Polish software firm, Comarch is also bulking up its team with a Communications and PR Lead as well as a PR Manager. Also in Krakow, but in the SSC /BPO (shared services) and finance space, Euroclear is looking for a Communications Business Partner today.

At newly rebranded Erste Bank in Poland, there is a role for a marketing communications expert to help the bank attract more ultra-high wealth individuals.

There are many more. Even with the rise of Artificial Intelligence, which can purportedly do a lot of marketing and PR tasks, there is a huge demand for PR specialists.

If you’re a company leader wondering whether you need dedicated PR support, or a professional considering a career in PR, this article explains what a PR Account Manager does, why the role matters, and what to look for when hiring one, especially in Poland.

What Does a PR Account Manager Actually Do?

A PR Account Manager is the strategic link between a company (or multiple clients) and its external audiences. They manage reputation proactively and handle communication in both calm and crisis situations.

Developing and executing PR strategies.

They create comprehensive communication plans aligned with business goals. These include raising brand awareness, supporting a product launch, managing a recruitment campaign, or protecting reputation during change.

Creating compelling content and stories.

PR Account Managers write press releases, bylined articles, case studies, speeches, brochures, and social media content. They turn complex business achievements into clear, engaging narratives that media and audiences want to read.

Building and maintaining media relationships.

They cultivate strong contacts with journalists, editors, and influencers. This includes pitching stories, arranging interviews, organising press conferences, and responding quickly to media enquiries.

Managing events and speaking opportunities.

From organising open days, exhibitions, and press tours to sourcing and preparing executives for speaking slots and sponsorships, PR Account Managers ensure the company is visible in the right rooms.

Overseeing production of marketing materials.

This includes supervising videos, photos, websites, annual reports, and promotional content to maintain consistent, high-quality brand messaging.

Internal communication and training.

Many PR Account Managers run media training workshops, internal communications programmes, and help maintain central archives of presentations and materials.

Monitoring, measuring, and reporting results.

They track media coverage, sentiment, and campaign performance, delivering clear reports that show ROI on PR activities. They also use tools like Google Search Console, Google Analytics, Google Publisher Center, SEMRush or Similarweb to track performance.

Crisis and issues management.

When challenges arise, they prepare statements, coordinate responses, and protect the company’s reputation.

Why This Role Matters in Poland Right Now

Companies in Poland, are growing fast. Strong PR helps them:

Attract top talent in competitive markets like tech, pharma, automotive, SSC/BPO, and finance
Build trust with international clients and investors
Differentiate from competitors through thought leadership
Handle reputation risks in a 24/7 media and social media environment

Whether it’s promoting AI innovation, highlighting SSC excellence, or supporting employer branding, professional PR is moving from “nice-to-have” to strategic necessity for ambitious Poland-based organisations.

What to Look for When Hiring a PR Account Manager

Not every good writer or outgoing person makes a strong PR Account Manager. The best ones combine several key strengths:

Strategic thinking + commercial understanding
Excellent writing and storytelling skills
Strong media network and relationships
Project and account management skills
Crisis readiness and emotional intelligence
Creativity and proactivity

When Should You Hire One?

Consider bringing in a PR Account Manager when:

You’re launching new products, services, or entering new markets
Your recruitment or employer branding needs stronger visibility
Leadership wants to build personal or corporate thought leadership
You’re experiencing rapid growth and need consistent external messaging
You want to move from reactive to proactive reputation management

How Verita HR Helps Companies Build Strong Communication Teams in Poland

Finding the right PR Account Manager requires deep networks and sharp evaluation. When trying to find the right fit for your team, you need a partner who knows both sides of the public relations role, be that the media relations part or the communications part.

Verita HR works in partnership with leading financial newswire DisruptionBanking as well as supporting AI specialist newswire MRKT3.0. The company has experience in placing communications, marketing, and PR professionals across Poland. This is because we know how to work with editorial, how to position advertising online, and work daily with journalists. Verita HR’s team can help companies define the exact scope of the role, benchmark compensation, source top talent, and ensure the right cultural and strategic fit.

If you’re looking to strengthen your PR and communications capability or just need to know more about working with the media, get in touch with our team.