UK

United Kingdom · PR and communications · Lead (8-12 years)

PR Manager

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 bandLead (8-12 years)
  • Direct reports3-8 reports
  • Reports toDirector of Communications
  • UK framework levelUsually a professional owning their own work, or leading a small team

Also advertised as Communications Manager · Media Relations Manager · Publicist · Senior Account Manager (Agency-side)

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

OCNLR Level 4 Diploma in Business Administration OCN London · Level 4 · covers 1 of 10 standards
OCNLR Level 4 Certificate in Business Administration OCN London · Level 4 · covers 1 of 10 standards
AIM Qualifications Level 4 Diploma in Public Relations AIM Qualifications · Level 4 · covers 1 of 10 standards
NCTJ Level 5 Diploma in Journalism NCTJ Training · Level 5 · covers 1 of 10 standards
ATHE Level 6 Certificate in Crisis Management and Crisis Communication ATHE Ltd · Level 6 · covers 1 of 10 standards
ATHE Level ATHE Level 6 Diploma in Risk Management for Crowded Places ATHE Ltd · Level 6 · covers 1 of 10 standards

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

The units you would start with

Public Relations in a Business Context OCNLR Level 4 Diploma in Business Administration
Understanding Public Relations Work within Public Affairs AIM Qualifications Level 4 Diploma in Public Relations
Introduction to Public Relations for Journalists NCTJ Level 5 Diploma in Journalism
Crisis Management and Crisis Communication ATHE Level 6 Certificate in Crisis Management and Crisis Communication

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
Systems Fluency seeing the whole picture
Trust Fluency keeping the digital world safe
Your Plan Illustration

Built for PR Manager

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

  1. Public Relations in a Business Context OCN London · covers 1 of 10 standards Level 4
  2. Understanding Public Relations Work within Public Affairs AIM Qualifications · covers 1 of 10 standards Level 4
  3. Introduction to Public Relations for Journalists NCTJ Training · covers 1 of 10 standards Level 5
  4. Crisis Management and Crisis Communication ATHE Ltd · covers 1 of 10 standards Level 6
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 PR Manager?

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

  • Prompt Engineering & LLM Integration
  • Data Storytelling & Visualisation
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 PR Manager plan as you set up, starting with the free AI Fluency module. No card.

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

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Keep this read. One email with what AI is changing in this job, the new skills it asks for and where to start free. Nothing else follows unless you confirm your address.

3What this role really is

A PR Manager runs a PR programme for a specific part of a business, making sure the right people hear about it in the right way.

4What you'd actually use

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

Cision / Muck Rack Advanced

Configuring complex Boolean search queries for media monitoring, analysing competitor Share of Voice, identifying influential journalists for specific pitches, and training junior staff on platform best practices. You'll be the expert here.

PR Newswire / Business Wire Advanced

Advising on optimal distribution circuits and timing for press releases, embedding multimedia assets, and analysing pickup metrics to refine future distribution strategy. You'll know how to get our news seen.

Sprout Social / Meltwater Expert

Managing social listening dashboards, conducting sentiment analysis for your programme, identifying emerging crises or opportunities in real-time on social media, and managing paid social campaigns for announcements. You'll be the social media comms guru.

Google Analytics / Adobe Analytics Advanced

Creating custom dashboards to measure the impact of PR campaigns on web traffic, conversions, and user behaviour for your programme. You'll be attributing specific placements to business goals and showing tangible results.

Asana / Monday.com Expert

Building and managing complex project plans for multi-channel campaigns, creating templates for recurring launches, and managing your team's workload and resource allocation. You'll keep everything organised and on track.

Slack / MS Teams Advanced

Setting up and managing channels for specific campaigns or crises (your 'war room'), integrating apps like Google Alerts, and establishing clear communication protocols for your team and cross-functional partners. You'll ensure seamless information flow.

Diligent / BoardVantage Basic

You'll likely contribute slides or talking points for the communications/reputation section of board decks, working with your Director to ensure the right message lands with leadership.

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
Campaign Strategy & Messaging Drafts initial ideas, requires full review and approval from manager. Proposes strategy, develops messaging, manager reviews and provides feedback. Defines strategy and core messaging for their programme, consults Director for alignment, full authority on execution (with legal sign-off).
Agency Budget Allocation No authority. Tracks agency spend against budget. Recommends budget adjustments for specific projects, manager approves. Manages agency budget up to £200K for their programme, reallocates funds as needed, informs Director of significant changes.
Media Outreach & Pitching Builds media lists, drafts basic pitches, manager reviews all before sending. Independently pitches routine news, manager reviews for sensitive topics. Full authority on media outreach and pitching for their programme, including Tier 1 media. Consults Director on highly sensitive or critical issues before engagement.
Crisis Response (Programme-Specific) Monitors media for issues, flags to manager immediately. Helps draft holding statements, supports manager in 'war room' activities. Leads the initial response for programme-specific crises, drafts and secures approval for holding statements, coordinates cross-functional response, informs Director.
Team Hiring & Development No direct reports, supports onboarding. Informally mentors new joiners, provides feedback to manager on team needs. Hiring authority for junior PR Specialists or agency staff within their programme. Accountable for performance reviews and professional development plans for direct reports.

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
Number of pieces of coverage secured in top-tier publications relevant to our industry and target audience.
Target · 3-5 quality placements per quarter for your programme.

Securing an exclusive feature on our new product in TechCrunch or a thought leadership piece from our CEO in the Financial Times.

Key Message Pull-Through
The percentage of our core messages that are accurately reflected and included in the final media coverage.
Target · Achieve >75% key message inclusion in Tier 1 coverage.

If our launch message is 'Product X offers 20% efficiency gain', we want to see that exact point (or a close paraphrase) in at least three-quarters of the articles.

Share of Voice (SOV)
Our brand's percentage of overall media conversation compared to our main competitors within your programme's focus area.
Target · Increase SOV by 5% quarter-over-quarter against key competitors.

If our competitors are mentioned 100 times and we're mentioned 20, our SOV is 16.7%. We'd aim to shift that balance in our favour.

PR Programme Delivery
The percentage of campaigns and initiatives within your programme that are delivered on time and within the agreed budget.
Target · 90% of managed campaigns delivered on time and on budget.

Successfully launching three product updates with associated media outreach, press releases, and executive briefings, all hitting their deadlines and staying within allocated spend.

Agency Performance Management
Effectiveness of your management of external PR agencies, measured by their output, adherence to strategy, and budget efficiency.
Target · Achieve 'Excellent' or 'Outstanding' in quarterly agency reviews, with no budget overruns.

Your agency consistently delivers high-quality pitches, secures target coverage, and provides insightful reports, all while staying within the agreed-upon fees.

Stakeholder Trust & Counsel
How often internal stakeholders (Product, Marketing, Execs) seek your advice on communications strategy before making decisions.
  • You're proactively invited to strategic planning meetings. Product and Marketing leads come to you for comms advice before finalising launch plans. Executives trust your judgment on media interactions and messaging.
Narrative Influence
The extent to which your pitched angles and core narratives are adopted and reflected by journalists, shaping the broader conversation.
  • Journalists frequently pick up on the specific trends or angles you've highlighted. Media coverage consistently frames our news in the way we intended, rather than just reporting facts. Competitors start reacting to our narrative.
Crisis Readiness & Response
Your ability to prepare for potential issues and effectively manage real-time reputational challenges with calm and clear communication.
  • You've got holding statements ready for common scenarios. During a live issue, you're the calm voice, quickly coordinating responses with Legal and Execs. Negative sentiment is contained, and the issue doesn't escalate due to poor communication.
Team Mentorship & Development
How effectively you guide and develop junior members of your team, both direct reports and others.
  • Your direct reports show clear growth in their skills and confidence. They come to you for advice and feel supported. You're seen as a helpful resource for others on the team, offering constructive feedback and sharing knowledge.

7Would you like it

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

What people enjoy
Seeing Your Story Land

You get a real buzz from seeing a carefully crafted pitch turn into a major piece of coverage. That feeling when you open a top-tier publication and see our company's name, with the message you worked on, is what keeps you going.

You spent weeks nurturing a relationship with a journalist, pitched a complex trend piece, and then saw it published in The Guardian, perfectly reflecting our narrative.

Being the Trusted Advisor

You enjoy being the person executives turn to for media advice, the one who helps them prepare for tough interviews, and the one who has a seat at the table for important announcements. You like being the expert in the room when it comes to reputation.

The CEO calls you directly for advice on how to handle a tricky question they expect in an upcoming interview, knowing you'll give them solid, actionable counsel.

Navigating Complexity

You thrive on taking complicated internal information, dissecting it, and figuring out the most compelling way to present it to different external audiences. The challenge of turning 'boring' into 'brilliant' is what excites you.

You take a dense technical whitepaper and identify the single, most impactful customer benefit, then craft a pitch around it that resonates with a business editor.

What frustrates people
  • The Black Hole Pitch: Spending days crafting the perfect, personalised pitch for a dream journalist, only to be met with complete silence. It happens more than you'd think.
  • The Rogue Stakeholder: That sales leader who leaks product news on LinkedIn a week before the coordinated global launch you've spent three months planning. It's infuriating, but you'll learn to roll with it.
  • The 'Just Get Us in Forbes' Executive: Explaining for the 10th time that meaningful PR is about telling the right story to the right audience, not just chasing logos, and that you can't 'buy' earned media. It's a constant education.
  • The 24/7 Crisis Cycle: Your weekend plans are always tentative. A single negative tweet or product issue can escalate at any moment, requiring you to be online and managing the response within minutes. It's not a 9-to-5 job.
  • Death by Committee: Having your crisp, powerful press release edited by 12 different people from Legal, Product, and Marketing until it becomes a watered-down, jargon-filled document that says nothing. It's a battle to keep the message sharp.
What this role does not give you
  • Predictable, routine work: Every day is different, and you'll often have to drop everything for an urgent request or crisis.
  • Absolute control: You're constantly influencing and persuading, not dictating. You won't always get your way.
  • Immediate, direct attribution to sales: While PR contributes to the bottom line, it's often a longer-term, brand-building effort, not direct lead generation.

8Who you work with

Your work directly influences our public perception, which in turn affects everything from customer acquisition and talent attraction to investor confidence. Get it right, and we're seen as an industry leader. Get it wrong, and it can take years to rebuild trust. You're essentially the guardian and storyteller for a significant part of our brand's narrative.

Inside the business
  • Director of Communications (your boss, for strategic alignment)
  • Marketing Leads (for campaign integration and messaging)
  • Product Leads (for understanding new features and roadmap)
  • Legal Counsel (for sign-off on all external comms)
  • Executive Team (for briefings and spokesperson training)
  • Sales Teams (for understanding market feedback and sales enablement)
Outside the business
  • Key Journalists & Editors (Tier 1 media, trade press)
  • Industry Analysts (who cover our sector)
  • PR Agency Partners (who you'll manage day-to-day)
  • Influencers & Thought Leaders (who can amplify our message)
  • Event Organisers (for speaking opportunities)

9What you need before you start

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

  • At least 8 years of hands-on experience in public relations or corporate communications, either in-house or agency-side, with a significant focus on media relations.
  • Proven track record of leading successful PR campaigns from strategy to execution, securing top-tier media coverage, and managing external agencies.
  • Demonstrable experience in managing specific PR programmes (e.g., product launches, corporate comms, executive profiling).
  • Experience managing junior team members or agency staff, including setting objectives and providing constructive feedback.
  • A strong portfolio of written work, including press releases, pitches, bylines, and media briefs.
  • Comfortable advising senior leaders on communications matters, even when the news is difficult.

10What to practise next

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

Integrated Comms Platform Management

The lines between PR, social media, and marketing are blurring. You'll need to understand how our various tools (Cision, Sprout Social, Google Analytics) can talk to each other to give us a holistic view of our brand's presence and impact across all channels.

API Integrations · Unified Reporting Dashboards · Workflow Automation · Vendor Ecosystem Management

  • This week: Explore the integration capabilities of Cision/Muck Rack with Sprout Social. What data can be shared?
  • This month: Map out our current PR tech stack and identify any manual data transfers that could be automated.
  • Month 2: Propose one new integration between two of our existing tools that would save significant time or provide new insights.
  • Month 3: Lead a project to implement a small-scale integration, working with IT if necessary.

Quick win: Set up automated alerts from our media monitoring tool to post directly into a relevant Slack channel, saving you from constantly checking dashboards.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry conferences and webinars (e.g., PR Week, AMEC Summit) to stay on top of the latest trends and network with peers.
  • Subscribe to key industry newsletters and publications (e.g., PRovoke Media, Mumbrella) to keep your finger on the pulse of the media landscape.
  • Seek out opportunities to mentor junior professionals, as teaching others is one of the best ways to solidify your own knowledge.
  • Actively participate in professional organisations like the CIPR or PRCA, joining special interest groups or committees.
  • Take online courses in advanced data analytics or digital marketing to broaden your understanding beyond traditional PR.

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.

Prompt Engineering & LLM Integration

Honestly, competitors are already using AI to draft reports in 10 minutes that used to take 2 hours. PR Managers who figure this out will outproduce their peers 3:1. It's not just about using ChatGPT; it's about knowing how to get the best output for our specific needs.

  • Context Windows & Token Limits
  • Temperature Settings for Different Tasks
  • RAG Architectures for Proprietary Data
  • Output Validation & Hallucination Detection
  • Prompt Chaining for Complex Analysis

Data Storytelling & Visualisation

CFOs and CEOs don't just want anecdotes anymore; they want hard data. Being able to translate complex PR metrics into a compelling, visual story that shows tangible business impact is crucial. If you can't prove our value, it's harder to secure budget.

  • Narrative Arc for Data
  • Choosing the Right Visual
  • Simplifying Complex Metrics
  • Interactive Dashboards
  • Ethical Data Representation

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Media Relations & Narrative Crafting
  • Crisis Communications & Management
  • Reputation Management & Executive Positioning
  • PESO Model Integration (Paid, Earned, Shared, Owned)
  • AMEC Framework & Impact Measurement
  • Stakeholder Mapping & Message Architecture

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

    Senior PR Specialist (In-house)

    3-5 years as a Senior Specialist

    Skills to master

    • Leading complex campaigns, managing multiple projects simultaneously, building strong Tier 1 media relationships, mentoring junior staff, and beginning to advise on strategic comms decisions.

    You're ready to move on when

    • You're consistently securing high-impact media placements without much oversight.
    • You're the go-to person for specific types of campaigns or media relationships.
    • You've successfully managed a small crisis or challenging media situation.
    • You're already informally mentoring new joiners and taking initiative on team projects.
  2. 2

    Account Manager / Senior Account Manager (PR Agency)

    4-6 years in an agency setting

    Skills to master

    • Managing client accounts (including budgets and expectations), leading client strategy, pitching a wide variety of stories across different industries, and developing strong media contacts. You'll have seen a lot of different challenges.

    You're ready to move on when

    • You've successfully managed multiple client accounts, hitting their KPIs and retaining business.
    • You're comfortable advising clients on complex media strategies and handling difficult conversations.
    • You have a robust network of journalist contacts across various beats.
    • You've managed junior account executives and are ready to lead a small team.
  3. 3

    Journalist / Editor (transition)

    Roughly 8-10 years in journalism, then 1-2 years in an entry-level PR role to learn the ropes.

    Skills to master

    • Understanding the media's perspective, strong writing and storytelling, critical thinking, and an existing network of media contacts. You'll need to learn the 'other side' of the fence, like corporate messaging and stakeholder management.

    You're ready to move on when

    • You have a deep understanding of what makes a story newsworthy and how newsrooms operate.
    • You're keen to apply your journalistic skills to shaping narratives for a brand.
    • You're comfortable building relationships and can adapt to a more persuasive, advocacy-based role.
    • You've already started to learn about corporate communications or marketing principles.

15Where this role leads

The long view: This role can lead to a Director of Communications role, running the whole communications function, or into public affairs work with government and policy makers.

16Pay and demand

Pay & demand

Typical pay £37,563 a year Source: ONS Annual Survey of Hours and Earnings, 2025 (provisional), under the Open Government Licence v3.0

The figure is the median for full-time employees in the ONS occupation this job title codes to (Public relations professionals), from the April 2025 survey, about six months old when published, as ASHE always is. It is that occupation's middle, not this role's. Half earn more.

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 PR Manager is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • Senior PR Manager / Principal Comms Strategist (L5)

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 Public Relations in a Business Context, worked against PR Manager.

Public Relations in a Business Context Level 4

Applied to your work in PR Manager

The objective of this unit is to equip learners with the knowledge to plan and execute public relations activities effectively within a business context. Learners will understand the key stages of public relations, resource requirements, and the importance of planning. Furthermore, learners will develop an understanding of how to manage public relations crises, including crisis management planning and stakeholder considerations.

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.

See Your Progress Grow Illustration
PR Manager
  • Media Relations & Narrative Crafting
  • Crisis Communications & Management
  • Reputation Management & Executive Positioning
  • PESO Model Integration (Paid, Earned, Shared, Owned)
  • AMEC Framework & Impact Measurement
  • Stakeholder Mapping & Message Architecture
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.

17The 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

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

  1. Senior PR Manager / Principal Comms Strategist (L5)

    3-5 years as a PR Manager

    You'll move from managing a specific programme to directing the strategy for a major business unit or region, potentially managing a larger team including other PR Managers. You'll become a key counsellor to VPs and business leaders, with a broader scope and more strategic influence.

    • Global Communications Strategy Developing and implementing PR strategies across multiple geographies and diverse cultural contexts.
    • Integrated Marketing & Communications Leadership Overseeing the complete PESO model across PR, social, and potentially some marketing channels.
    • Advanced Measurement & Attribution Building sophisticated models to demonstrate the tangible business impact and ROI of communications efforts.
    • Board-Level Reporting Preparing and presenting communications updates and reputation insights to the Board of Directors.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, the PR world is demanding. You're constantly juggling pitches, press releases, media monitoring, and stakeholder requests. What if you could get back a significant chunk of your week, freeing you up for more strategic thinking and deeper relationship building? That's exactly what AI can do for you.

We're not talking about replacing your brilliant strategic mind. Instead, we're talking about smart tools that handle the grunt work, giving you an unfair advantage. Imagine drafting pitches in minutes, analysing media coverage in seconds, and prepping executives like never before. This isn't science fiction; it's happening now, and we're building an AI-first culture to help you be at the forefront.

Pitch & Press Release Drafting

Say goodbye to 'blank page' syndrome. Use generative AI to whip up multiple first drafts of media pitches, press releases, or social media copy based on your core messaging. It'll give you varied angles and a solid starting point, letting you focus on refining and personalising.

AI-Powered Media Analysis

Forget manually sifting through thousands of articles. AI tools can analyse sentiment, pinpoint key message pull-through, and spot emerging narrative trends in real-time. You'll get deeper insights into how our brand is perceived, much faster than before.

Journalist Research & Personalisation

Want to send a truly personalised pitch? An AI assistant can instantly summarise a journalist's last 10 articles, their recent social media activity, and their specific beat. This means your pitches will be hyper-relevant, dramatically increasing your chances of a 'yes'.

Executive Briefing & Q&A Prep

Need to get an executive ready for an interview, fast? Feed AI a press release and recent company news, and it'll generate a concise briefing document and a list of 20+ potential tough questions a journalist might ask. It's like having a super-smart sparring partner for media training.

Common questions

Common questions

How do you become a PR Manager?

Common routes in include Senior PR Specialist (In-house) (3-5 years as a Senior Specialist), Account Manager / Senior Account Manager (PR Agency) (4-6 years in an agency setting) and Journalist / Editor (transition) (Roughly 8-10 years in journalism, then 1-2 years in an entry-level PR role to learn the ropes.). Times vary with prior experience.

Where can a PR Manager progress to?

This role can lead on to Senior PR Manager / Principal Comms Strategist (3-5 years as a PR Manager), depending on the skills you build.

What new skills matter most for a PR Manager?

Increasingly, Prompt Engineering & LLM Integration and Data Storytelling & Visualisation. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

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

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

18Where to go from here

Other roles at Level 4

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

The skills built as a PR Manager transfer widely. They can lead into broader marketing leadership, investor relations, internal communications, or corporate social responsibility roles. Crafting narratives and managing reputation matters across consumer goods, healthcare, non-profits and more.

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 free AI Fluency module 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.