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Marketing - Marketing

PR / Comms Lead

Lead

Independently audited

Creates the demand, the message, and the market position the business sells into. Runs the day-to-day of a small group while staying hands-on.

Audited package

Built, independently audited role package. Everything on this page is written for this seat.

Your Stack (Swappable)

This role works against whatever tools you already run. We list the tool categories the role operates in, never a named vendor, so you are never asked to replace a system that works.

Media database & outreach
Newswire / distribution
Media monitoring & listening
Social & publishing channels
Crisis / approvals workflow
Analytics & coverage reporting
Team Chat & Collaboration

Deliverables

Campaign briefs and copy
Content calendar
Positioning and messaging docs
Performance and attribution reporting

Responsibilities

Own the narrative and message house for the workstream's major announcements - built for a named audience and its next question - within the approved communications strategy
Build and personally hold the top-tier media relationships for the workstream: pitch, place, and manage embargoes and exclusives, spending the relationships deliberately and protecting them as an asset
Stand up the first-line crisis / issues response: assess what is known and unknown, draft the holding statement within policy, set the response posture, and escalate legal / regulatory / safety exposure immediately
Coordinate the specialists on the workstream by influence: set the near-term sequence and priorities within the plan, decide who drafts and pitches what, unblock, and review the work against an explicit definition-of-done and message discipline
Coach the specialists through how the work is run - observable, work-based feedback in the flow of the work - while routing the formal people decisions (ratings, hiring, comp) to the Director
Run the coverage, sentiment, and issue-monitoring loop for the workstream and feed the pattern back into the narrative, the media plan, and the response posture
Prepare and brief spokespeople for the workstream's moments, and keep one voice across the team's outputs
Measure the work that matters (coverage quality and message pull-through, share of voice, sentiment movement, relationship health, crisis handling) and use it to correct the plan - not vanity clip counts

The essence of this seat

Signature move

Name the audience and the stakes before you draft a word. The first move on any narrative, pitch, or statement is to name who it is really for - which journalist tier, which stakeholder, which reader - and what is on the line. A message not built for a real audience's next question talks only to itself

What good looks like

refuses to start from the release; names the primary audience and its next question

Decision rights

- the narrative and message for a major announcement within the approved strategy
- the media strategy and target-tier outlet / journalist list for your workstream
- which relationships to build and how they are spent (embargo, exclusive, briefing within delegated authority)
- the first-line crisis / issues posture and holding statement within policy
- the near-term sequencing and priorities of the specialists, within the plan

Working vocabulary

media list / target tier / beatmedia relationship / source trustspokesperson prep / message disciplinemonitoring / listening / sentimentexecutive voice (advised, not owned)program targets (the Manager's)coordinate-not-managedefinition-of-done / review barescalation / decision rights. ---

What this role does

The PR / Comms Lead is a hands-on player-coach - a lead individual contributor who personally holds the highest-stakes communications work on a workstream and, at the same time, coordinates the comms specialists working it. They do the pieces that are too consequential to hand off cold: the relationships with the top-tier journalists who decide whether a story lands, the narrative of a major announcement, and the first line of response when an issue becomes a crisis. And they are the person the specialists on the workstream look to for the near-term plan, the message discipline, the unblock, and a review of the work against the bar. The defining feature of the seat is that this coordination runs on influence, not formal authority: the Lead sets direction and holds the quality bar because they are the sharpest hand and the trusted coordinator, not because anyone reports to them. This is deliberately not a management seat - the formal people levers (hiring, firing, compensation, ratings, headcount, reassigning people) belong to the Director of Communications, and the Lead grows the specialists by how the work is run and escalates the calls that need authority. It sits between the individual-contributor specialists and the management line. What separates a great Lead from an average one is holding the player-coach altitude in both directions at once: doing enough real craft to stay the sharpest hand - the one who can carry the make-or-break announcement and keep judgment when a crisis breaks with incomplete facts - while resisting the pull to become the do-everything IC who quietly rewrites every specialist's pitch to hit a deadline and leaves the team junior and themselves the bottleneck. A great Lead makes the plan and the message bar explicit, unblocks fast, protects the media relationships as compounding capital rather than spending them on low-value placements, keeps facts-first discipline under pressure, and knows exactly which calls are theirs, which they only recommend, and which must go up to the Director, Legal, or leadership. A mediocre one either hides in the craft and never coordinates, goes silent or speculates when an issue breaks, or over-reaches into program targets, strategy, or people decisions that are not theirs to make. The output is never just a placement - it is a workstream that tells one true story at the moments that matter, a set of relationships that will still take the call next quarter, and specialists who got better because of how the work was run.

Best-fit customer

teams that need marketing output to be consistent, on-message, and measurable

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