Alexa is a former TV and theatre actress who spent several years working for the BBC as a regular on Byker Grove and also appearing in Holby City and other shows. She is now an Account Executive
I started work early in 2007 as part of the admin team. I was quickly offered a training position as an account handler, and although I said yes, it was a little daunting at first. I got a lot of support from management and colleagues which made the transition easier.
I was packed off immediately on a number of courses with approved external training providers, covering things like PR for the web, writing skills for the print media, essential PR skills, dealing / communicating with the media effectively, enhancing publications, and journalistic skills.
Some aspects of PR were not new to me - when I attended a client media training session as an observer, and saw senior clients being trained to get their message across on TV and radio, it was pretty much second nature and I felt totally at home. As an actress, my training included many of the same things, albeit from a slightly different perspective.
My training programme has been crafted to suit my particular needs, however. There are small numbers on each course, so you get a lot of individual attention - though it was a bit like going back to school (!) In the office, you have to report back on all the courses you attend, and you can get asked a lot of questions!
I’ve also had in-house coaching and training from highly experienced people, and I’ve been working very closely with one of the Directors, which has made the learning curve a lot steeper. It meant that I got exposure to high level practical work quickly, which really sharpens your skills.
It’s a bit of an eye-opener the first time you hear senior people from the agency tell director-level clients that they are about to do something very unwise (!) Now, I have the confidence to do that myself, in some situations, and where I know I am right. We’re encouraged to give the client honest advice, even if it’s unwelcome, but only to offer advice in areas where we are absolutely sure we’re right, and where we have had the relevant training. Guessing, or making it up as you go along, is a definite no-no - if you don’t know the answer, or you’re even slightly unsure, you refer it up! It was all a bit challenging at first, but suddenly it all began to click. There was a point where my boss told me to look back over the last 12 months and tot up the new professional skills I’d acquired, and the things I’d achieved for clients. He was right, and it was a good feeling. It was a great moment when the first round of training finished and I was looking at a bright shiny new business card saying ‘Account Executive’. No two days are ever the same in this industry and my role covers a variety of areas. One day I can be writing press releases or industry award entries for clients (and yes, there is a way of doing that), the next I will be at an exhibition or corporate event as part of the agency team. We’re expected to ‘get stuck in’ to anything if the need arises - it is very much a team atmosphere - and the training is designed to give you a wide range of skills (though you may be able to specialise later). If there’s a rush on you’re quite likely to see one of the Directors with their sleeves rolled up helping to pack vehicles or whatever. The skills base within the team (and I sincerely mean TEAM) is second to none, and is shared openly and immediately when called upon. We’re all human, so people have different strengths, and we’re encouraged to develop further skills in areas in which we have interests or a particular aptitude. Even the senior account handlers don’t hesitate to seek advice, or direct involvement, from colleagues if they need specialist skills that they don’t have to solve a particular problem. Leaving the world of acting was big a decision and not one that was taken lightly, but I’m pleased that many of the skills I acquired as an actress are transferable. I am now well established in a whole new profession, and being trained to a very high standard, and that’s a great feeling.