PR & Communications Lead
Hybrid working - 3 days office, 2 WFH
Field based / travel will be required - Must have driving license
Role Purpose
Build and protect the reputation of the business and its brands through strategic PR, media relations and communications. This role will establish the PR and comms function from scratch, developing press office capability, managing media relationships, overseeing crisis communications and driving brand visibility across earned, owned and shared channels.
Key Responsibilities
Media Relations & Press Office
- Build and manage relationships with relevant journalists, editors and media contacts
- Develop and maintain a media contact database across trade, consumer and digital press
- Write and distribute press releases, feature pitches and media commentary
- Manage inbound media enquiries and interview requests
Brand Communications
- Develop brand messaging frameworks and key message documents for each brand
- Ensure consistent and compelling brand communications across all external touchpoints
- Brief and support spokespeople for media interviews and public appearances
- Collaborate with the Social Media & Content Lead on integrated campaign communications
Crisis Communications
- Develop and maintain a crisis communications plan for the business
- Act as the first point of contact for reputation-sensitive issues
- Advise the leadership team on communications strategy during incidents
- Monitor brand sentiment and media coverage proactively
Campaigns & Coverage
- Plan and execute PR campaigns aligned to key trading periods and product launches
- Secure media coverage across print, broadcast and digital
- Manage PR agency relationships if applicable
- Report on press coverage volume, quality and sentiment monthly
Skills & Experience Required
- 4+ years in a PR, communications or media relations role — agency or in-house
- Strong existing relationships with relevant journalists and media contacts
- Excellent written communication — press releases, pitches, messaging frameworks
- Experience managing crisis communications or reputation-sensitive situations
- Confident media trainer and spokesperson coach
- Experience in consumer, lifestyle or retail brands preferred
- Ability to work at pace across multiple brands simultaneously
Core Competencies
- Digitally fluent — confident across marketing platforms, CRM tools, analytics dashboards and collaboration software
- AI-forward mindset — actively embraces AI tools to improve productivity, creativity and decision-making; curious about emerging technology and how it can be applied to marketing
- Self-starter — highly motivated, takes ownership and drives projects forward without needing to be directed; comfortable working with a high degree of autonomy
- Works independently — able to plan and manage their own workload, priorities and deadlines in a fast-moving environment
- Analytical — uses data to inform decisions, track performance and identify opportunities; comfortable with dashboards, reporting tools and performance metrics
- Passionate about brand — genuinely invested in building strong, consistent and compelling brands; understands the long-term value of brand equity
- Passionate about marketing and digital — keeps up with industry trends, platform changes and best practices; brings energy and enthusiasm to their craft
- Collaborative team player — works well across functions, communicates clearly and contributes positively to team culture
Key Performance Indicators
- Press coverage volume and quality (tier 1, 2, 3 placements)
- Brand sentiment score
- Crisis response time and resolution quality
- Brand visibility and share of voice