UK

United Kingdom · PR and communications · Principal/Manager (12-16 years)

Senior Manager, Media Relations

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandPrincipal/Manager (12-16 years)
  • Direct reports3-5 reports
  • Reports toDirector of Media Relations
  • UK framework levelUsually someone running a function, or a director

Also advertised as Head of Media Relations · Principal Media Relations Manager · Lead Communications Manager (External) · Media Strategy Lead

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

ATHE Level 6 Certificate in Crisis Management and Crisis Communication ATHE Ltd · Level 6 · covers 1 of 4 standards
ATHE Level ATHE Level 6 Diploma in Risk Management for Crowded Places ATHE Ltd · Level 6 · covers 1 of 4 standards
NCTJ Level 5 Diploma in Journalism NCTJ Training · Level 5 · covers 1 of 4 standards
ISM Level 5 Diploma in Sales (RQF) Institute of Sales Management · Level 5 · covers 1 of 4 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Crisis Management and Crisis Communication ATHE Level 6 Certificate in Crisis Management and Crisis Communication
Introduction to Public Relations for Journalists NCTJ Level 5 Diploma in Journalism
Develop working relationships with stakeholders ISM Level 5 Diploma in Sales (RQF)

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs
Foresight Fluency seeing round the corner
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Your Plan Illustration

Built for Senior Manager, Media Relations

3 units that map to this job, from the qualifications that cover it.

  1. Crisis Management and Crisis Communication ATHE Ltd · covers 1 of 4 standards Level 6
  2. Introduction to Public Relations for Journalists NCTJ Training · covers 1 of 4 standards Level 5
  3. Develop working relationships with stakeholders Institute of Sales Management · covers 1 of 4 standards Level 5
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Senior Manager, Media Relations?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • AI-Powered Narrative & Trend Forecasting
  • Integrated Influence Strategy (Beyond Earned Media)
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Senior Manager, Media Relations plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

A senior manager in media relations shapes how a company is seen by the public and the press. The work means finding the stories worth telling, then getting them in front of the right journalists in the right way. It goes beyond getting mentions. It means building a reputation and keeping the message consistent, especially when things get difficult. This person is the go-to expert for a part of the business, making sure its voice comes through clearly.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Cision Communications Cloud Strategic

You'll manage our enterprise relationship with Cision, negotiating contracts and ensuring its data integrates with other platforms (like Salesforce) to clearly demonstrate PR's impact on revenue. You'll also use it to oversee high-level campaign distribution and reporting.

Muck Rack Strategic

You'll use Muck Rack's trend analysis features to inform our overall corporate narrative and identify whitespace opportunities for executive thought leadership. You'll also ensure your team is using its advanced pitching and reporting features effectively.

Meltwater / Brandwatch Architect

You'll define the overarching listening strategy for the entire enterprise, using insights from these tools to advise the C-suite on reputational risk, competitive threats, and market perception. You'll also ensure dashboards are set up to track key metrics for your domain.

Google Analytics (GA4) Strategic

You'll integrate GA4 data with other business intelligence tools (like Tableau) to create a holistic view of PR's contribution to the marketing funnel and overall business goals. This means going beyond basic traffic to real business impact.

Slack / MS Teams Strategic

You'll establish communication protocols and governance for using these tools, especially during a crisis, ensuring clear and rapid lines of communication with legal, executive, and investor relations teams. You'll also oversee campaign-specific channels.

Asana / Trello Strategic

You'll oversee the entire portfolio of communications projects within your domain, allocating resources, prioritising initiatives based on business impact, and ensuring your team's projects are on track and well-managed.

Tableau / Power BI Advanced

You'll partner closely with our analytics teams to design and build executive-level dashboards. These will visualise PR metrics (like SOV, sentiment, and Tier-1 placements) alongside broader business KPIs (brand awareness, lead generation) to show real impact.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Media Strategy & Narrative Follows pre-defined narrative; escalates all strategic questions. Proposes minor adjustments to messaging; consults on new angles. Defines and owns the media strategy for a major business segment; consults Director on enterprise-wide narrative shifts.
Crisis Response Flags potential issues; drafts holding statements based on templates. Drafts initial responses for routine issues; seeks approval for all external comms. Leads crisis response for their domain, coordinating with Legal/Execs; makes real-time decisions on messaging and media engagement under pressure.
Budget Allocation (Media Specific) No budget authority; requests resources from manager. Manages small project budgets (up to £10K) with manager approval. Full authority for media relations budget within their domain (up to £1M); negotiates agency contracts and tool subscriptions.
Team Management & Development No direct reports; focuses on personal learning. May informally mentor junior colleagues; no formal management. Responsible for hiring, performance reviews, and career development of 3-5 direct reports (Specialists/Managers).

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Tier 1 Media Placements (Strategic Focus Area)
Number of articles in top-tier, highly influential publications that align with your specific business unit or corporate narrative.
Target · Secure 5-8 Tier 1 placements per quarter for your assigned area.

Q2 saw 6 articles in The Times, Bloomberg, and Reuters covering our new FinTech product launch, hitting the target.

Key Message Pull-through Rate
The percentage of secured media coverage that accurately includes at least 2 of our pre-defined key messages.
Target · Achieve >85% message pull-through in all Tier 1 & 2 coverage.

Out of 20 relevant articles last month, 18 clearly articulated our 'security-first' and 'user-friendly' messages, resulting in 90% pull-through.

Share of Voice (SOV) vs. Competitors (Assigned Segment)
Our brand's percentage of media mentions compared to key competitors within your specific market segment (e.g., 'UK challenger banks').
Target · Increase SOV by 5-10% year-on-year for your segment.

Our SOV in the 'Sustainable Tech' segment grew from 15% to 22% over the last year, showing increased market presence.

Spokesperson Readiness & Media Training Completion
Number of executives and subject matter experts trained and prepared for media engagements within your remit.
Target · Ensure 100% of primary spokespeople for your area complete annual media training; 90% positive feedback on training.

All 5 product VPs for the new platform completed their media training sessions, with an average feedback score of 4.7/5.

Strategic Counsel & Influence
How often senior leaders (VPs, GMs) seek your advice on communications strategy, reputational risks, and media engagement for their business units.
  • Regular invitations to leadership team meetings
  • direct requests for strategic input on product launches or policy changes
  • positive feedback from execs on proactive advice
  • being seen as a 'first call' for media issues.
Crisis Communications Effectiveness
The speed, clarity, and overall impact of our response during a reputational challenge or crisis, specifically within your area of responsibility.
  • Post-mortem reports showing minimal negative sentiment escalation
  • positive feedback from Legal/C-suite on crisis handling
  • clear, consistent messaging across all channels
  • swift containment of misinformation
  • minimal long-term reputational damage.
Team Leadership & Development
Your ability to mentor, develop, and motivate your direct reports, ensuring they grow in their roles and contribute effectively to the overall media strategy.
  • High team retention rates
  • positive feedback in 360 reviews
  • successful promotion of team members
  • demonstrable improvement in team members' pitching skills or strategic thinking
  • effective delegation and support for their projects.
Media Relationship Depth
The strength and authenticity of relationships you and your team build with key journalists and influencers, moving beyond transactional pitching.
  • Journalists reaching out to us for comments or insights (not just us pitching them)
  • securing exclusives based on trust
  • positive feedback from reporters about our responsiveness and value
  • long-term relationships with influential writers.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Seeing your strategy come to life

You get a real buzz from developing a comprehensive media plan for a new product, then watching it unfold as journalists pick up the story and key messages appear in major publications. It's about building something impactful from scratch.

Leading the media strategy for a new market entry, seeing the coverage flood in, and then watching sales figures climb directly after.

Being the trusted advisor

You love being the person senior leaders turn to when they need media advice, whether it's preparing for a tough interview or navigating a tricky announcement. You enjoy the challenge of simplifying complex issues for them.

The CEO calls you directly to get your take on a breaking news story and asks for your recommended next steps, valuing your expertise.

Developing and empowering your team

You find satisfaction in coaching your direct reports, helping them refine their pitching skills, or guiding them through their first big media campaign. Their growth and success genuinely motivate you.

One of your team members lands their first Tier 1 exclusive, and you feel immense pride in having mentored them to that point.

What frustrates people
  • Internal stakeholders constantly changing the approved messaging after a press release has already gone out.
  • The endless struggle to get busy executives to commit to media interviews or provide quotes on time.
  • Journalists misinterpreting or misquoting a spokesperson, requiring delicate follow-up and corrections.
  • Having to justify the value of earned media against direct marketing spend, despite clear evidence of its impact.
  • The feeling that you're always 'on call' for potential media issues, even outside of working hours.
What this role does not give you
  • A predictable 9-to-5 schedule – media never sleeps, and crises don't respect weekends.
  • A quiet, solitary work environment – you'll be constantly interacting with people, both internally and externally.
  • Complete creative freedom without any constraints – you'll always be working within brand guidelines and legal parameters.
  • Instant gratification – building media relationships and a strong reputation takes time and consistent effort.

8Who you work with

This role is absolutely critical for shaping our company's public identity and protecting its reputation. You're directly responsible for ensuring our key messages reach the right audiences through earned media, which in turn supports sales, investor confidence, and talent acquisition. A strong media presence built by this role can genuinely move the needle on brand awareness and trust. Conversely, a misstep here can cause significant reputational and financial damage, making this a high-stakes position.

Inside the business
  • Business Unit VPs and GMs
  • Product Marketing Leads
  • Legal & Compliance Teams
  • C-Suite (CEO, CFO, CMO)
  • Investor Relations
Outside the business
  • Tier 1 & 2 Journalists (e.g., Financial Times, BBC, Sky News)
  • Industry Analysts (e.g., Gartner, Forrester)
  • Key Influencers & Bloggers
  • Crisis Communications Agencies (when needed)
  • Customers & Partners (indirectly)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record (10+ years) in media relations, ideally within a fast-paced corporate or agency environment, with at least 3 years managing a team.
  • Demonstrable experience leading successful media campaigns for significant product launches, corporate announcements, or reputational initiatives.
  • Deep personal relationships with key Tier 1 journalists and editors relevant to our industry sector.
  • Expertise in crisis communications, having successfully managed complex reputational challenges.
  • Strong analytical skills, capable of interpreting media monitoring data and translating it into actionable strategic insights.
  • Experience in media training and preparing senior executives for high-stakes interviews.
  • A degree in Communications, Journalism, Public Relations, or a related field, or equivalent professional experience.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Data Visualisation & Storytelling

It's not enough to have data; you need to tell a compelling story with it. Senior leaders want to see the 'so what' instantly. This means moving beyond basic charts to interactive dashboards that clearly link media efforts to business outcomes.

Dashboard design principles (Tableau/Power BI) · Narrative visualisation techniques · Integration of PR data with CRM and sales data · Attribution modelling for earned media impact · Executive-level reporting frameworks

  • This month: Work with our Business Intelligence team to understand how they build executive dashboards.
  • Month 2: Take an online course in Tableau or Power BI focused on advanced data storytelling.
  • Month 3: Design and build a prototype dashboard that combines media sentiment with website traffic and lead generation data.
  • Month 4: Present this prototype to the Director of Media Relations for feedback and iteration.
  • Month 5: Lead the implementation of a new reporting dashboard for your business unit, training your team on its use.

Quick win: For your next quarterly report, use a tool like Canva or Google Slides to create more visually engaging charts and infographics instead of just standard Excel graphs. Focus on one key takeaway per slide.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry conferences (e.g., PRWeek, CIPR, PRCA events) to stay current on trends and network with peers.
  • Engage in continuous learning around digital analytics, AI in communications, and evolving media consumption habits.
  • Seek out opportunities for executive coaching, especially focused on leadership, strategic influence, and crisis management.
  • Mentor junior professionals in the field, as teaching often solidifies your own understanding and skills.
  • Contribute to industry thought leadership through articles, panel discussions, or webinars.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-Powered Narrative & Trend Forecasting

AI isn't just for summarising anymore; it's getting good at spotting subtle shifts in public sentiment and predicting which narratives will gain traction. Competitors will be using this to get ahead of the news cycle, not just react to it.

  • Predictive analytics for media trends
  • Sentiment analysis beyond keywords (nuance detecti
  • Generative AI for message testing and scenario pla
  • Ethical considerations of AI in public discourse
  • Identifying 'dark social' trends before they hit m

Integrated Influence Strategy (Beyond Earned Media)

The lines between earned, owned, and paid media are blurring. True influence now requires a holistic approach, where media relations isn't just about journalists, but also about engaging directly with communities, influencers, and even customers through owned channels and targeted paid amplification.

  • PESO Model (Paid, Earned, Shared, Owned) mastery
  • Influencer marketing integration with media relati
  • Community engagement strategies (e.g., Reddit, Dis
  • Content amplification strategies (how to make earn
  • Measuring multi-channel impact and attribution

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Crisis Communications Frameworks
  • Narrative Development & Message Framing
  • Media Landscape Analysis
  • Spokesperson Training & Preparation
  • Earned Media Strategy & Execution
  • Reputation Management

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    From Senior Media Relations Manager (Large Agency)

    12-15 years total experience, 3-5 years at Senior Manager level.

    Skills to master

    • Transitioning from client-side agency work to in-house corporate strategy, understanding internal politics, managing direct reports (if not already), and aligning PR efforts directly with business P&L.

    You're ready to move on when

    • Successfully managed multiple high-profile client accounts simultaneously.
    • Developed and executed comprehensive media strategies for major brands.
    • Proven ability to win new business or grow existing accounts (shows strategic thinking).
    • Experience leading and mentoring agency teams.
  2. 2

    From Media Relations Manager (Large Corporate)

    10-14 years total experience, 4-6 years at Manager level.

    Skills to master

    • Taking on a broader strategic remit, managing a larger or more complex team, advising C-suite directly, and owning a significant budget. Moving from executing strategy to defining it for a major business unit.

    You're ready to move on when

    • Consistently exceeded media coverage targets for their previous domain.
    • Successfully managed at least one significant corporate crisis.
    • Received strong feedback on leadership and team development.
    • Demonstrated ability to influence senior internal stakeholders.
  3. 3

    From Head of Communications (Smaller Company/Scale-up)

    10-14 years total experience, 2-4 years as Head of Comms.

    Skills to master

    • Adapting to the scale and complexity of a larger organisation, specialising in media relations within a bigger team, and navigating more formal corporate structures. Less 'wearing all hats,' more deep specialisation.

    You're ready to move on when

    • Built a communications function from the ground up (or significantly scaled it).
    • Managed all aspects of PR, including crisis comms, for a growing business.
    • Proven ability to secure media coverage with limited resources.
    • Comfortable operating with high levels of autonomy and responsibility.

15Where this role leads

The long view: This role can lead to leading a communications team, advising senior leaders, or moving into a broader role such as VP of Communications.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Senior Manager, Media Relations is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Crisis Management and Crisis Communication, worked against Senior Manager, Media Relations.

Crisis Management and Crisis Communication Level 6

Applied to your work in Senior Manager, Media Relations

The objective of this unit is to enable learners to analyse risk management approaches, prepare for crisis situations through simulation, evaluate crisis communication factors, and produce a comprehensive crisis communication plan for an organisation.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

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See Your Progress Grow Illustration
Senior Manager, Media Relations
  • Crisis Communications Frameworks
  • Narrative Development & Message Framing
  • Media Landscape Analysis
  • Spokesperson Training & Preparation
  • Earned Media Strategy & Execution
  • Reputation Management
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Senior Manager, Media Relations is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Director of Media Relations (L6)

    3-5 years in Senior Manager role.

    From owning a segment of media strategy to owning the entire company's relationship with the media, setting the long-term narrative, and managing the overall budget.

    • Defining and implementing global media strategies.
    • Leading M&A communications and investor relations media strategy.
    • Serving as the primary media counsel to the CEO and executive leadership team.
    • Shaping the company's external narrative at an industry-wide level.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, media relations is demanding. You're juggling strategy, pitching, crisis management, and team leadership. The good news? AI isn't here to replace you; it's here to make you incredibly more efficient and impactful, freeing you up for the truly strategic stuff.

Imagine cutting down the grunt work, getting to insights faster, and crafting more compelling pitches in minutes instead of hours. Our AI Productivity Hub shows you exactly how to use cutting-edge tools to transform your daily workflow, letting you focus on building those crucial relationships and shaping our narrative.

Hyper-Personalised Pitch Assistant

Feed an AI tool a journalist's recent articles and social media activity. It'll analyse their interests and suggest 3-5 bespoke pitch angles, complete with tailored subject lines, that are far more likely to grab their attention than a generic email. This means less guesswork and more impactful outreach.

Instant Sentiment & Trend Analysis

Instead of sifting through thousands of mentions, AI-powered monitoring tools (like Brandwatch or Meltwater) can instantly categorise sentiment, identify emerging trends, and flag high-priority mentions. You'll get real-time alerts on reputational risks or opportunities, allowing for rapid, informed responses.

Advanced Journalist & Influencer Discovery

Forget endless database searches. AI can help you find niche journalists and influencers by analysing their content for specific keywords and themes, even if it's not in their official bio. This means you're connecting with the most relevant people who genuinely care about our stories, expanding your reach beyond the usual suspects.

Executive Briefing & Q&A Generator

Got an hour-long interview transcript or a stack of complex background documents? AI can summarise them into a concise, one-page executive briefing with key talking points, potential questions, and suggested answers. This prepares your spokespeople in minutes, ensuring they're always on message and confident.

Common questions

Common questions

How do you become a Senior Manager, Media Relations?

Common routes in include From Senior Media Relations Manager (Large Agency) (12-15 years total experience, 3-5 years at Senior Manager level.), From Media Relations Manager (Large Corporate) (10-14 years total experience, 4-6 years at Manager level.) and From Head of Communications (Smaller Company/Scale-up) (10-14 years total experience, 2-4 years as Head of Comms.). Times vary with prior experience.

Where can a Senior Manager, Media Relations progress to?

This role can lead on to Director of Media Relations (3-5 years in Senior Manager role.), depending on the skills you build.

What new skills matter most for a Senior Manager, Media Relations?

Increasingly, AI-Powered Narrative & Trend Forecasting and Integrated Influence Strategy (Beyond Earned Media). These are the skills our record of this role lists as growing.

Free tools

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Three free tools, no account needed. Each one ends with a role, a level and a way in.

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17Where to go from here

Other roles at Level 6

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in PR and communications

Stay in the field you know and move sideways rather than up.
If you leave this industry

Skills in strategic communication, narrative development and crisis management transfer well across industries. Similar senior roles exist in healthcare, finance, consumer goods, the public sector, NGOs and PR agencies. The core challenge, shaping public perception, stays the same wherever it is done.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Senior Manager, Media Relations plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.