An Account Executive for Life …

And just like that another calendar year is coming to an end. We are at that time of the year when various people from various walks of life start making lists. I will make mine in December. But if there is one campaign that caught my fancy this year it was the Year of the Account Executive by Adfactors PR. Inspired by this, I have written what it takes to be an Account Executive for life in the client servicing space. I relate to it because I have always felt like one since 2003, when I stepped into a career in PR. These sixteen principles are helpful to anyone and have stood me in good stead.

Always compete with yourself. The best way to do that is to read more, travel more and be more. You’ll find out how!

Clients are great but not Gods. It is good to treat clients with respect and learn form them while teaching them. But never make the mistake of equating them with God. That’s a set-up for disaster.

Content is king, so practice writing a lot. This is self-explanatory. If you have not begun working on it, the time is now.

Open yourself to a new world of learning. Subscribe to free online courses. Attend seminars and conferences. Make the most of Saturdays especially when you are single.

Unleash the unseen power within you. Let the world see your hidden talent. It is ok to tell people about things you excel at.

Never give up, never give in. This is a great motto to imbibe. I use that when I face hurdles and it has worked well as a self-motivator.

Time management is key to success. Punctuality and promptness are a hallmark of great professionals and these are non-negotiable.


Embrace change and difficult situations. The belief has to be that tough times don’t last but tough people do. And this can be done with calmness.

Xtra smart is better than over smart. There is a difference and it is good to know. The difference is being prepared versus being taken by surprise.

Evolve constantly to lead. Leaders are not born but are made and mostly through constant evolution and adapting to new circumstances.

Connect with stakeholders to rise. The loosely used word is networking. Yes! It can be done with sophistication and connections help in many different ways.

Unlimited passion is a major differentiator. This needs to be created from within and cannot be handed down. So, work on it.

Take every task seriously. Procrastination and laziness have no scope in the life of those who want to attain greatness.

Improvise every day. Be better than you were the previous day and only you can know how you fared on this one. But on average others can spot it as well.

Valour is an important currency. Courage and bravery when applied in right measure for the right reason can make a big difference. Wars weren’t won just like that.

Excellence is the destination. It is good to know how this is different from perfection. And this may need another column of its own.

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Amith Prabhu
Amith Prabhu is the Founder of the PRomise Foundation which organises PRAXIS, India’s annual summit of reputation management professionals.

He is also the Founding Dean of the School of Communications & Reputation (SCoRe).

He can be reached at @amithpr on twitter.

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