What Leading Real Client Accounts Taught Me About PR
- prlab1
- Apr 1
- 2 min read
By: Reese Richmond
When I first joined PRLab in the Fall 2024 semester as an Account Executive, I had a solid understanding of public relations and all that goes into it. I had sat through the lectures, read the case studies, and written my fair share of everything from press releases to pitches. But I found that true empowerment comes from the experience of managing real client accounts.
As an Account Supervisor for two clients this semester, I’ve come face-to-face with agency life's fast-moving, often unpredictable, and consistently collaborative reality. And spoiler alert: it’s taught me more in a few months than I imagined.
1. Theory gives you the blueprint, while practice makes you build the house. It’s all about managing the crew and keeping the client happy
In class, you learn frameworks. You analyze campaigns with the benefit of hindsight and plenty of context. But in PRLab, you're not just learning, you’re making decisions in real-time. You’re managing client expectations, navigating shifting goals, and producing deliverables that aren’t graded but implemented. That pressure brings a new level of ownership and pride in your work, a thrill that's unique to the PR profession.
2. Communication is everything
Yes, messaging matters. However, I quickly learned that internal communication can make or break a team. Checking in regularly with team members, over-communicating timelines, and ensuring everyone feels heard have been just as important as creating pitch decks or writing media lists. If the team’s not aligned, the client will feel it.
3. Flexibility beats perfection
In the classroom, there’s a natural tendency to chase perfect grades. In PRLab, things change fast. Clients shift direction, the media doesn’t bite, and social content gets revised at the last minute. Being flexible, responsible, and open to feedback is what actually drives success. Sometimes, the best plan is Plan C.
4. Clients care about results, not just ideas
In school, we're often judged on the creativity of a campaign. But in the real world? Clients want to see traction. Whether it’s website traffic, social growth, or event turnout, measurable impact builds trust. It pushes you to be strategic, not just creative, with everything you pitch and execute, emphasizing the need for the practical application of your knowledge.
Leading a client account in PRLab has given me more than just experience. It’s given me clarity on what it means to be a PR professional, how to lead with empathy and intention, and how to adapt when things don’t go according to plan.
And the biggest lesson? Real-world experience doesn’t just enhance what you learn in the classroom. It accelerates it, sharpens it, and makes it stick.
About the Author:
Reese Richmond is a senior from Greensboro, North Carolina, majoring in public relations and business. She currently serves as the account supervisor for the Legends of OM and Papakyrikos Therapy & Performance Inc. account teams. After graduation, Reese plans on pursuing a career in corporate communications, specializing in crisis management and helping brands navigate high-stakes challenges with strategy.
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