United Kingdom · Public Relations Communications · Entry Level (0-2 years)

Junior Journalist Liaison

Here is the whole job, in plain words. What it is, a real day, 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.

Experience bandEntry Level (0-2 years)
Direct reportsNo direct reports
Reports toJournalist Liaison Specialist (L2)
UK framework levelUsually someone starting out, or keeping a process running

Also advertised as PR Assistant · Media Relations Coordinator · Communications Support Officer · Junior Press Officer

Built on an analysis of 43,079 real UK job descriptions · grounded in qualifications employers recognise

Start with a free Future Fluency check, tuned to Junior Journalist Liaison

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1What this role really is

This isn't just an admin job; it's your first proper step into the world of media relations. You'll be the backbone of our press outreach, helping the team get our stories heard. Think of it as learning the ropes from the ground up, getting stuck into the nitty-gritty of how we talk to journalists and make sure our message lands. You'll be supporting the more experienced folks, making sure they have everything they need to do their best work. It's a busy role, but you'll learn loads.

2What you'd actually use

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

Cision / Muck Rack / Prowly (Media Database)Basic

Pulling pre-defined media lists, logging basic activities, and updating contact details under supervision.

Brandwatch / Talkwalker / Meltwater (Media Monitoring)Basic

Setting up basic keyword alerts, compiling daily coverage reports from existing dashboards, and flagging relevant articles.

PR Newswire / Business Wire (Press Release Distribution)Basic

Formatting and uploading approved press releases into the platform, and pulling basic distribution reports.

Asana / Monday.com / Slack (Collaboration & Project Mgmt)Intermediate

Updating task statuses, attaching clips, communicating progress on assigned projects, and using team communication channels effectively.

Google Analytics / Tableau / Google Data Studio (Business Analytics)Basic

Finding referral traffic from specific media placements and populating data into pre-made report templates.

Microsoft Office Suite (Word, Excel, PowerPoint)Intermediate

Drafting and formatting documents, managing simple spreadsheets, and creating basic presentation slides.

3What 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 choice	Coming in	Where you are now	The step above
Media List Creation	Builds lists based on specific criteria provided by manager; requires full review and approval before use.	Independently builds segmented lists for campaigns; manager reviews strategy and key contacts.	Defines criteria for list building; approves final lists for major campaigns; coaches junior staff.
Press Release Content	Formats and proofreads approved content; flags any potential issues for manager review.	Drafts initial sections of press releases (e.g., boilerplate, quotes); manager provides final approval.	Owns drafting and editing entire press releases; secures internal approvals; makes final content recommendations.
Media Outreach / Pitching	No direct pitching responsibility; supports with research and preparing materials for senior team.	Executes pitches for specific campaigns to Tier 2/3 media; manager reviews pitch strategy and key messages.	Leads pitching strategy for major announcements; directly pitches Tier 1 media; makes real-time adjustments to outreach.
Crisis Communications Response	Escalates any inbound media inquiries immediately to manager; no independent response.	Assists with monitoring and compiling initial reports; drafts holding statements for manager review.	Manages initial response protocols; drafts and secures approval for holding statements; advises leadership on next steps.

4How you'll be judged

The scoreboard, honestly: the hard targets, how often each one is actually looked at, and the quiet human signals that never make it onto a dashboard.

Media List Accuracy

How accurate your media lists are, checking for correct contact details and relevant beats.

Target · 95% accuracy on contact details; 85% relevance to target topics.

You build a list of 50 journalists for a FinTech announcement. We'd expect no more than 2-3 incorrect email addresses and at least 40 of them genuinely cover FinTech.

Coverage Report Timeliness

Delivering daily media monitoring reports on time for the team's morning catch-up.

Target · 99% of daily reports delivered by 9:00 AM.

You'll need to send the daily news roundup by 9 AM, even if you started at 8 AM. Missing it means the team is behind on what's being said about us.

Press Release Formatting Compliance

Ensuring all press releases are formatted correctly and adhere to our brand guidelines before distribution.

Target · Zero formatting errors on final approved releases.

You're given a draft press release. We expect you to check the boilerplate, contact info, and headline style, making sure it's perfect before it goes to the wire.

Research Task Completion Rate

Completing assigned research tasks (e.g., competitor coverage, industry trends) within agreed deadlines.

Target · 90% of research tasks completed on time.

If you're asked to find 10 examples of competitor coverage by Friday, we'd expect you to deliver that by the deadline, or flag any issues well in advance.

Team Collaboration & Support

How effectively you support the wider PR team, anticipating needs and offering help.

Your manager and peers will tell us you're proactive, asking 'How can I help?' rather than waiting to be told. You'll spot when someone's swamped and offer to take a task off their plate. We'll see you sharing useful articles or contacts you've found without being asked.

Learning & Development Initiative

Your willingness to learn new tools, processes, and understand the media landscape.

You'll be asking thoughtful questions, not just 'how to do it', but 'why are we doing it this way?' You'll spend some of your own time reading up on PR trends or specific journalists. You'll actively seek feedback and use it to improve, rather than just nodding along.

Attention to Detail

The thoroughness and accuracy of your work, catching small errors before they become big problems.

Your manager won't have to correct minor typos or formatting issues in your work. You'll be the one who flags a broken link in a draft press release or notices a journalist's name is spelled incorrectly on a list. It's about that extra check before you hit send or mark something as done.

Adaptability to Changing Priorities

Your ability to adjust when plans shift, which they often do in PR.

When an 'urgent' request comes in and messes up your carefully planned day, you'll be able to pivot without getting flustered. You'll quickly re-prioritise your tasks with guidance, rather than getting stuck on the original plan. You understand that sometimes, things just change.

5Would you like it

The honest version. What people enjoy, and what grinds them down.

What people enjoy

Learning & Growth

You're eager to understand how PR actually works, not just the theory. You'll ask 'why' a lot, soak up feedback, and actively look for ways to improve your skills.

You'll spend an hour after work reading up on a new media outlet or watching a webinar on pitch writing, just because you want to get better.

Making an Impact (even small ones)

You'll get a real kick out of seeing a story you helped research get picked up, or knowing your accurate media list led to a successful pitch. You like contributing to a bigger goal.

When a colleague lands a big piece of coverage, you'll feel proud knowing your meticulous research on that journalist helped make it happen.

Being Part of a Team

You enjoy working with others, supporting your colleagues, and celebrating team wins. You're happy to pitch in wherever needed to help everyone succeed.

You'll offer to help a colleague with a tedious data entry task, even if it's not strictly 'your job', because you see the team as a whole.

What frustrates people

The 'Just Checking In' Treadmill: You'll be following up on pitches for the senior team, often getting no reply. It can feel like shouting into the void.
The Unrealistic Stakeholder (Internal): Sometimes, a product manager will genuinely believe their minor feature update is front-page news. You'll see the senior team gently manage these expectations, but it can be frustrating.
The Ghosting Journalist: You'll put hours into researching a journalist, only for them to show initial interest and then vanish. It's just part of the job, but it stings.
The Last-Minute 'Urgent' Request: Expect your carefully planned day to be completely derailed by a sudden, 'must-do-now' request from leadership. It happens, often.
The Measurement Battle: You'll hear the senior team constantly having to explain the value of PR to colleagues who only care about direct clicks and conversions. It's a constant fight to prove impact.

What this role does not give you

Direct media pitching responsibility (not yet, anyway).
High-level strategic decision-making.
Immediate, highly visible public recognition for your individual efforts.
A predictable, unchanging daily routine.

6Who you work with

You'll be directly contributing to the team's ability to effectively reach journalists and secure media coverage. Your accurate research and meticulous support mean the senior team can focus on building those crucial relationships and landing big stories. Get it right, and you're helping us get our message out there. Get it wrong, and we could miss opportunities or even damage relationships with important media contacts.

Inside the business

Journalist Liaison Specialists (L2)
Senior Journalist Liaison Manager (L3)
Marketing Content Team
Product Marketing Team

Outside the business

Media contacts (Tier 2/3 journalists)
Press release wire services (e.g., PR Newswire)
Media monitoring platforms (e.g., Brandwatch)

7What you need before you start

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

A genuine interest in current affairs and the media industry. You're probably already reading the news regularly.
Excellent written and verbal communication skills in English. We mean proper grammar and spelling.
Basic experience with Microsoft Office Suite (Word, Excel, PowerPoint) or Google Workspace.
The ability to work effectively in a team, supporting colleagues and contributing positively.
A proactive attitude – you don't wait to be told what to do, you look for ways to help.

8What to practise next

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

Advanced Media Monitoring & Analytics

Moving beyond basic alerts to really understand what the media is saying, not just counting mentions. This means getting into sentiment, message pull-through, and competitive share of voice. It's how we prove PR's value.

Boolean Search Mastery · Sentiment Analysis Nuances · Message Pull-Through Tracking · Share of Voice (SOV) Calculation · Custom Dashboard Creation

This month: Work with your manager to refine one of our existing monitoring alerts. Try to make it more precise.
Month 2: Take an online course or tutorial on Boolean logic for search engines. Apply it to our monitoring tools.
Month 3: Start manually tagging coverage for key messages and sentiment. Compare your findings to the AI's output.
Month 4: Try to build a simple custom report in Google Data Studio that visualises our top 3 competitors' media mentions.

Quick win: Ask your manager for access to the advanced settings in our media monitoring tool. Just explore what's possible, even if you don't change anything yet.

9Staying current once you are in

What people here do to keep up

Join industry associations like the CIPR or PRCA. They offer great networking events and resources.
Subscribe to key industry newsletters (e.g., PRWeek, The Drum) to stay on top of trends.
Attend free webinars or online courses on media relations, digital PR, or specific tools like Cision.
Read books on media relations or journalism – understanding the other side helps a lot.
Seek out mentorship opportunities, even informal ones, from more senior people in the team.

10How the AI economy is changing work like this

Before we ask anything of you, here's what we can already say about AI and work of this kind:

The new skill this role is being asked for: Prompt Engineering for PR

AI tools like ChatGPT and similar LLMs are already drafting press releases, pitches, and summaries. If you can write a good prompt, you'll be able to get much better output, saving loads of time. Competitors are already using this, so we need to be too.

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

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 for PR

AI tools like ChatGPT and similar LLMs are already drafting press releases, pitches, and summaries. If you can write a good prompt, you'll be able to get much better output, saving loads of time. Competitors are already using this, so we need to be too.

Clear Instruction Design
Context Provision
Iterative Prompting
Output Validation
Ethical AI Use in PR

What you’ll use

Skills this role draws on

Technical

Media Relations Fundamentals
Narrative Development & Message Framing
Coverage Analysis & Measurement (AMEC Framework)
Stakeholder Mapping & Tiering

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
University Graduate (PR/Comms Degree)
0-1 year post-graduation
Skills to master
- Translating academic theory into practical application, understanding real-world media dynamics, mastering our internal tools and processes.
You're ready to move on when
- Completed a relevant internship during your degree.
- Can articulate a basic understanding of media relations principles.
- Demonstrates strong written communication skills from coursework or projects.
2
Apprenticeship / Vocational Training
1-2 years post-qualification
Skills to master
- Deepening practical skills, building confidence in independent task execution, expanding your network of media contacts.
You're ready to move on when
- Successfully completed a recognised communications apprenticeship.
- Has a portfolio of work demonstrating practical PR tasks (e.g., media lists, press release drafts).
- Can show initiative in previous work placements.
3
Internal Transfer (e.g., Marketing Assistant)
1-2 years in a related internal role
Skills to master
- Understanding the specific nuances of media relations vs. general marketing, adapting to a different pace and stakeholder set, learning new tools.
You're ready to move on when
- Expressed a clear interest in PR and media relations.
- Has a good understanding of the company's products/services and internal messaging.
- Demonstrates strong organisational and communication skills in their current role.

11Where this role leads

The long view:Your journey starts here, learning the ropes and building those critical foundations. We're committed to helping you grow, whether that's becoming a top-tier media relations expert or exploring other exciting avenues within communications. Your hard work and curiosity will definitely pay off.

Pay & demand

Pay and demand for this role will appear here, each figure traced to a named authoritative source (e.g. the ONS Annual Survey of Hours and Earnings, under the Open Government Licence). We don’t show numbers we can’t attribute.

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 Junior Journalist Liaison is actually changing. In about two minutes, the free confidence check asks where you stand on each of the ten. That's the whole check, and it's what makes the plan yours rather than generic.

12The team that's yours

No two people are taught the same way. This is one-to-one, not one-to-many.

Zavmo is a hyper-personalised AI learning platform. Twelve virtual tutors, each with a different way of teaching, and one orchestration agent that picks the right one for the moment. So every single lesson is shaped around you, your role, and the way you learn. Not a course everyone sits through. A conversation built for you, and no one else.

…and nine more, matched to you after your first chat. Meet all twelve

Start free and meet yours

13What it feels like

A conversation, not a course

Because your tutor knows your role, your projects and your last session, learning sounds like this. And it's different for every single person:

Journalism for a Digital AudienceLevel 3

Applied to your work in Junior Journalist Liaison

This unit aims to equip learners with the skills to understand website style and digital platforms, use analytics to build strategies, moderate content, ensure visual material is fit for purpose, present in front of camera and build a brand.

How the thinking builds

Remember
Understand
Apply
Analyse
Evaluate
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.

One to one, not one to many

No two people run this the same way

A course is written once and handed to everyone. This is assembled around you, and keeps changing as it learns you. Five things it reads, and what each one changes.

Your actual work Every lesson is taught against a live piece of your own work, not a worked example from a textbook.
What you already know The first conversation finds your starting point, so you skip what you can already do and spend the time on what you cannot.
The conditions you learn under Not a learning-styles quiz. The evidence does not support those. The dimensions the research does back, read once and used to shape the plan.
How far you got last time It picks up mid-thought. The tutor knows what you said, what you struggled with, and what it asked you to try.
Which tutor suits the moment Twelve of them, each for a different kind of thinking. The one who walks you through a first idea is not the one who stress-tests it.

See how you learn, free. Eight questions, no sign-up. A directional taster; the diagnostic inside Zavmo goes deeper and keeps adapting.

DemonstrateIllustration

Evidenced on your work in Junior Journalist Liaison

You do not finish by watching something. You finish by showing it on the work you already do, against the measures this job is judged on.

Media List AccuracyHow accurate your media lists are, checking for correct contact details and relevant beats.You build a list of 50 journalists for a FinTech announcement. We'd expect no more than 2-3 incorrect email addresses and at least 40 of them genuinely cover FinTech.95% accuracy on contact details; 85% relevance to target topics.
Coverage Report TimelinessDelivering daily media monitoring reports on time for the team's morning catch-up.You'll need to send the daily news roundup by 9 AM, even if you started at 8 AM. Missing it means the team is behind on what's being said about us.99% of daily reports delivered by 9:00 AM.
Press Release Formatting ComplianceEnsuring all press releases are formatted correctly and adhere to our brand guidelines before distribution.You're given a draft press release. We expect you to check the boilerplate, contact info, and headline style, making sure it's perfect before it goes to the wire.Zero formatting errors on final approved releases.
Research Task Completion RateCompleting assigned research tasks (e.g., competitor coverage, industry trends) within agreed deadlines.If you're asked to find 10 examples of competitor coverage by Friday, we'd expect you to deliver that by the deadline, or flag any issues well in advance.90% of research tasks completed on time.

These are this job's own measures, with its own targets. Nothing is marked evidenced, because nobody has started this yet. Yours would fill in from the work you bring.

Your passport

This isn't a certificate you file away. It's a passport to the life you're designing.

Every credit you earn and every fluency you build adds up: evidence where it counts, carried with you. Zavmo keeps the map: where you are, where you're heading, and the next step, at your pace, around your life. From Junior Journalist Liaison to Journalist Liaison Specialist (L2), and whatever you decide comes after.

Level 2 · in progressAI Fluency→ Journalist Liaison Specialist (L2)→ your design

Where this takes you

Your journey starts here, learning the ropes and building those critical foundations. We're committed to helping you grow, whether that's becoming a top-tier media relations expert or exploring other exciting avenues within communications. Your hard work and curiosity will definitely pay off.

See Your Progress GrowIllustration

Junior Journalist Liaison

Media Relations Fundamentals
Narrative Development & Message Framing
Coverage Analysis & Measurement (AMEC Framework)
Stakeholder Mapping & Tiering

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.

14The 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

Junior Journalist Liaison is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

Journalist Liaison Specialist (L2)
2-3 years in the Junior role
You'll move from supporting to independently owning specific campaigns and relationships with Tier 2/3 media. You'll be doing more direct pitching and taking on more responsibility.
- Direct Media Pitching: Crafting and sending pitches to journalists, managing follow-ups.
- Spokesperson Briefing (Basic): Preparing internal experts for interviews with guidance.
- Relationship Building: Proactively identifying and nurturing relationships with key journalists.
- Basic Crisis Comms Support: Assisting with initial monitoring and information gathering during a crisis.

Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, the manual grunt work in PR can be a bit of a slog. But what if you could ditch some of that tedious stuff and focus on the more interesting parts of the job? That's where AI comes in. We're not talking about robots taking over, but smart tools that supercharge your daily tasks.

Here at Zavmo, we're all about working smarter, not harder. We're building out an AI Productivity Hub specifically for our Public Relations team. As a Junior Journalist Liaison, you'll get to use some fantastic AI tools right from the start. Think of them as your personal assistants, helping you get through the repetitive stuff much faster, so you can learn more and contribute in bigger ways.

Automated List Building & Personalisation

Imagine AI scanning thousands of articles to find the exact journalists covering your topic, then even drafting a personalised opening line for your pitch based on their recent work. That's hours saved on manual research and crafting.

Accelerated Coverage Analysis

Instead of manually sifting through hundreds of articles each morning, AI can instantly tell you the sentiment of coverage (positive, negative, neutral), highlight key messages that landed, and spot emerging themes. You'll get an executive summary in minutes, not hours.

Pre-Pitch Intelligence Briefings

Before a big pitch, you can use an AI assistant to generate a quick, one-page briefing on a target journalist. It'll summarise their last few articles, highlight their preferred topics, and even suggest the best angle for your story. No more digging through archives yourself.

First-Draft & Follow-Up Generation

Got a few bullet points for a press release or a media alert? AI can whip up a solid first draft in seconds. It can also generate polite, context-aware variations for those 'just checking in' follow-up emails, making sure you don't sound like a broken record.

Common questions

How do you become a Junior Journalist Liaison?

Common routes in include University Graduate (PR/Comms Degree) (0-1 year post-graduation), Apprenticeship / Vocational Training (1-2 years post-qualification) and Internal Transfer (e.g., Marketing Assistant) (1-2 years in a related internal role). Times vary with prior experience.

Where can a Junior Journalist Liaison progress to?

This role can lead on to Journalist Liaison Specialist (L2) (2-3 years in the Junior role), depending on the skills you build.

What level is a Junior Journalist Liaison in the UK?

This role aligns to RQF Level 2 on the UK framework, a guide to the depth of qualification it maps to, not a hard entry bar.

What new skills matter most for a Junior Journalist Liaison?

Increasingly, Prompt Engineering for PR. These are the areas where the higher-paid, future-proof work is heading.

The honest bit

You’ve started things before

Most of them were built for a room full of people who aren’t you. A cohort moves on whether or not your week allowed it, and by the third week the thing you’re behind on becomes the reason you stop opening it.

There’s no cohort here, and no timetable to fall behind. Before anything starts, Zavmo asks when you’re sharpest and how long you can realistically sit down for, then builds the sessions around those answers. A bad fortnight changes your pace. It doesn’t put you behind.

And you only pay once you start learning. Searching and planning are free, and you can cancel any time — so the cost of finding out is an afternoon, not a year.

What it costs

Less than one coaching session. Every month.

A single career-coaching hour costs more than a month of this, and it ends when the hour does. Zavmo doesn't. It's £70 a month, about £2.30 a day, for a companion that knows a Junior Journalist Liaison, works on the job you actually do, and keeps going at your pace rather than a timetable's.

Searching and planning stay free. You only pay when you start learning.
Your credits are yours. Regulated, and they don't vanish when a subscription ends.
Cancel any time and billing stops. No notice period, no minimum term.

Your path, personalised

You have the map. Walking it is the part we do together.

This route runs to 10 national skill standards. That is a real journey.

Zavmo shapes a learning experience as unique as you are. It fits how you learn, your pace and the work you already do. Every step stays benchmarked to recognised national standards. That’s the plan for becoming a Junior Journalist Liaison: personal to you, and it still counts. The first steps are free.

Independent research finds well-designed intelligent tutoring performs nearly as well as one-to-one human tutoring: VanLehn (2011), Educational Psychologist.

A private tutor in the UK averages £35–40 an hour . Zavmo is £70/month.

A Zavmo curriculum screen: a three-month plan built for a customer support lead, five Ofqual-regulated units and a hundred and ninety-six credits. — A real plan on learn.zavmo.ai: Ofqual-regulated units, credits, and a three-month run at your own pace.

Start free No commitment. See your first steps free.

15Where to go from here

Other roles at Level 2

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

Other roles in Public Relations Communications

Stay in the field you know and move sideways rather than up.

If you leave this industry

The skills you'll gain in this role—understanding media, crafting narratives, managing relationships—are highly transferable. You could move into in-house PR for other industries (e.g., consumer tech, finance, healthcare), join a PR agency, or even transition into corporate communications, internal communications, or investor relations. The media landscape is vast, and your foundational knowledge will open many doors.

Not sure this is the right direction?

Work out what you actually want from work first, then come back and see which roles fit it. Takes about ten minutes.

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. Build my plan, free Here's the first ten minutes: a 2-minute confidence check → your personalised roadmap → meet the tutors matched to you. No card, cancel any time. 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.

Junior Journalist Liaison

What's rising in its place

Prompt Engineering for PR

Skills this role draws on

Technical

How you actually get there, here

University Graduate (PR/Comms Degree)

Apprenticeship / Vocational Training

Internal Transfer (e.g., Marketing Assistant)

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

Roles this leads to

No two people are taught the same way. This is one-to-one, not one-to-many.

A conversation, not a course

No two people run this the same way

This isn't a certificate you file away. It's a passport to the life you're designing.

Your journey starts here, learning the ropes and building those critical foundations. We're committed to helping you grow, whether that's becoming a top-tier media relations expert or exploring other exciting avenues within communications. Your hard work and curiosity will definitely pay off.

Everything else the record holds

The career path, and where it branches

Journalist Liaison Specialist (L2)

Where AI is starting to help

Automated List Building & Personalisation

Accelerated Coverage Analysis

Pre-Pitch Intelligence Briefings

First-Draft & Follow-Up Generation

Common questions

You’ve started things before

Less than one coaching session. Every month.

You have the map. Walking it is the part we do together.