Hydrogen is the Communications division of The PA. We create high-quality content for the PR and marketing industry, backed by the distribution power of the PA newswire.
Our creative and social teams combine editorial expertise, insight and deep platform knowledge to help organisations connect with their audiences and make an impact.
As part of The PA, we share a wider ambition: to be a beacon of trust for news, content and data. We believe trusted, effective communication can build greater understanding, connection and influence.
About the role
We're looking for an experienced and well-connected Media Relations Manager to turn great campaign stories into meaningful earned media coverage for Hydrogen Creative.
Sitting at the intersection of editorial judgement and media relations, you'll understand what makes journalists take notice, how to shape a story for different outlets and who to approach to give it the best chance of landing.
You’ll work closely with journalists and editors as well as our editorial, creative and account teams, developing targeted media strategies and building relationships across national, regional, trade, broadcast and digital media.
This is a role for someone who knows the UK media landscape inside out, has strong editorial instincts and gets real satisfaction from finding the right home for a great story.
What you'll be doing
- Develop and deliver media relations strategies designed to generate meaningful earned coverage.
- Identify the strongest editorial angles within campaign briefs, research, data and creative ideas.
- Shape stories, headlines and pitches so they resonate with the journalists and editors you're targeting.
- Build targeted media lists and outreach plans across national, regional, trade, broadcast and digital media.
- Pitch confidently to journalists, editors, producers and other media contacts.
- Work closely with editorial colleagues to make sure stories are accurate, credible and ready to land.
- Advise clients and account teams on media interest, timing, angles and the best approach to outreach.
- Stay close to the news agenda, spotting opportunities for timely and reactive media activity.
- Build and maintain strong journalist relationships, representing the editorial standards and reputation of The PA.
- Track coverage and journalist feedback, using what you learn to strengthen future campaigns.
What we're looking for
First and foremost, you'll have strong editorial judgement and a proven ability to secure earned media coverage. You'll understand what makes a story newsworthy, what different journalists and outlets are looking for and how to adapt your approach accordingly.
You'll bring:
- Significant experience in media relations, journalism, PR, communications or a newsroom-adjacent role.
- Excellent knowledge of the UK media landscape and how different outlets, journalists and platforms operate.
- A proven track record of securing meaningful earned media coverage.
- An established network of journalist contacts across national, regional, trade, broadcast or digital media.
- Strong writing skills, particularly when it comes to pitches, story summaries and media materials.
- Confidence advising clients, agencies and colleagues on editorial angles and media strategy.
- The ability to work at pace, manage competing priorities and respond quickly when the news agenda changes.
- A collaborative approach, bringing editorial, creative and account colleagues together around the strongest media opportunities.
- Experience working with research, data, consumer insight or campaign content would be an advantage.
- Put your media relationships to work in a different environment - use your contacts, instincts and understanding of the news agenda to deliver standout campaigns for a wide range of brands and organisations.
- Make an impact across Hydrogen - help strengthen our media relations proposition and build our reputation as a trusted source of credible, well-packaged stories.
- Be part of The PA - bring the standards and instincts of a newsroom to ambitious commercial campaigns, backed by more than 150 years of trusted journalism.
- Hybrid, flexible working with a minimum of 3 days a week in our Paddington office.
- 25 days' holiday plus options to purchase more, alongside enhanced family leave.
- Life assurance at 4x salary.
- Wellbeing and volunteering days to support you inside and outside of work.
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