Written by Maxwell White, AAE at Peppercomm
Back in March, I had the opportunity to speak with a class of communications students visiting the Ruder Finn office. I remember thinking I didn’t have much wisdom to offer. It honestly felt like I hadn’t been in the real world for long enough. I had only recently made the jump from Executive Trainee (ET) to Assistant Account Executive (AAE).
But I walked away from that panel with an unexpected realization.
While agency life can sometimes feel chaotic and like you’re figuring things out as you go, I had actually built an entire toolbox of skills without realizing it. Explaining my day-to-day to students made me appreciate just how much I’d learned over the previous year.
Now, halfway through the summer and having the chance to work alongside the new class of ETs, I wanted to share a few lessons that helped me through the end of my program and into my first months as an AAE.
Learn the client but develop your agency.
At the end of my ET program, I felt confident about becoming an AAE because I knew my clients well. But that confidence evaporated when I learned I’d be joining three additional accounts.
I was back at square one.
Every client has its own business, industry, priorities, and team dynamics. Getting up to speed takes time, and there’s no shortcut around that.
What made the transition manageable wasn’t knowing every detail about every client, it was having developed a sense of agency.
Throughout my ET program, I’d learned how a PR firm operates, how projects move through the team, and where I could step in to help. That meant I could start owning work on new accounts almost immediately, even while I was still learning client specifics.
A sense of agency doesn’t mean having all the answers. It means being comfortable taking ownership while also knowing when to ask questions. In fact, asking thoughtful questions is part of taking ownership. I’d much rather ask for clarification upfront than deliver something that misses the mark.
Communication is more than just talking.
If I were reading this while transitioning into an AAE role, this is probably where I’d stop reading. We’re in communications. Of course, communication matters.
But I’ve learned it’s much bigger than that.
At its core, PR is relationship management. The recommendations, pitches, and strategies we build only work if our clients trust us.
So how do you earn that trust?
Listen carefully. Be proactive. Relate to them as people.
Clients share far more than project updates. They tell you about upcoming events, business priorities, vacations, and personal interests. Take notes. You’ll be surprised how often those details come back around.
Maybe it’s following up on an industry event they mentioned three calls ago or adjusting a timeline because they told you they’d be out next month. Those small moments show clients you’re paying attention, and that’s often what builds trust more than any single deliverable.
The same applies internally. Strong team communication keeps everything moving. Ask questions, ask for help, and be honest about deadlines. If something is slipping, saying nothing only creates bigger problems later.
Manage your time with a system that works for you.
If I don’t write something down, there’s a good chance it won’t get done.
My notebook runs my day.
Every morning I build my task list, prioritize what needs immediate attention, and adjust throughout the day as new requests come in. Over time, I’ve learned roughly how long different types of work take, which makes it much easier to manage competing priorities.
The system itself isn’t what’s important. Yours might be a notebook, a spreadsheet, or a digital task manager.
What’s important is having one.
And if a task is taking significantly longer than expected, it probably means you don’t have all the information. Reach out to the person who assigned it. Ask questions. Clarify expectations. That’s good time management, good communication, and good agency all working together.
Looking Back
When I started as an ET, I thought success meant learning everything before I became an AAE.
I’ve realized that’s not really the job.
The transition isn’t about knowing every client or every answer. It’s about developing the confidence to take ownership, communicate openly, and keep learning every day.
Looking back, those are the skills that made the biggest difference for me, and they’re the ones I hope this year’s ET class carries with them as they begin their own transition.
