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
Media Relations Coordinator (L1)
2-3 yearsSkills to master
- Building accurate media lists, drafting basic press releases, daily media monitoring, understanding media landscape basics, strong organisational skills.
You're ready to move on when
- Consistently delivers accurate and timely media monitoring reports.
- Can independently draft a clean, on-message press release that requires minimal edits.
- Has a good grasp of who covers what in our industry.
- Proactively identifies and flags potential media opportunities or issues.
- 2
PR Agency Account Executive / Senior Account Executive
3-4 yearsSkills to master
- Client management, managing multiple campaigns, proactive pitching, media relationship building across various sectors, reporting on coverage.
You're ready to move on when
- Successfully managed multiple client accounts or campaigns simultaneously.
- Consistently secured coverage for clients in relevant publications.
- Can demonstrate strong relationships with a diverse set of journalists.
- Comfortable presenting campaign results and insights to clients.
- 3
Journalist / Editor (transition)
2-3 years (post-journalism)Skills to master
- Understanding the news cycle from the 'other side,' strong writing and editing, identifying newsworthy angles, building relationships with sources.
You're ready to move on when
- Deep understanding of what makes a story newsworthy and how journalists work.
- Exceptional writing and storytelling abilities.
- Can quickly identify relevant media outlets and contacts for a given story.
- Has a strong network of former colleagues who are now journalists.