Digital PR Account Manager

Reporting To:

Penelope Banton

Digital PR Lead

We’re on the hunt for an experienced Digital PR Account Manager looking to make their next move at a growing digital agency, based in Manchester. The Digital PR AM will be responsible for managing the day-to-day on accounts and generating media coverage through creative Digital PR campaigns, newsworthy stories, newsjacking and leveraging media contacts. You will ideally have a track record of ideating and implementing successful Digital PR campaigns and stories that have earned notable placements and links. 


Duties & Responsibilities:

  • Leading client calls and ideas presentations 
  • You will be responsible for your assigned accounts, including the delivery of KPIs and client relationship management  
  • Responsible for reporting on all account activity to both the PR Lead and your clients
  • Creative ideation to discover new and interesting content angles that excite clients and the press
  • Monitoring the news agenda and researching different news topics in order to generate ideas for newsjacking
  • Ghostwriting quotes and comments on behalf of clients 
  • Monitoring and replying to media requests
  • Drafting press materials
  • Preparing and researching media lists 
  • Outreaching content to a wide range of media outlets
  • Forming strong relationships with journalists and clients 
  • Working alongside other delivery channels, particularly SEO, Content, Data and Creative 
  • Create end-to-end strategies on your accounts, suggesting new ways of working where applicable
  • Conduct training sessions to support the wider team with Digital PR development


  • Desirable – two to three years of working in PR either in-house or in agency 
  • You’re well-versed in Digital PR tactics and the modern media landscape
  • You understand terms such as organic visibility, reactive newsjacking and proactive/ product PR 
  • You fully understand the importance of SEO in Digital PR and would be comfortable discussing this with clients
  • You have a keen interest in current affairs, breaking news and trends cycles
  • You have a creative flair and enjoy out of the box thinking 
  • You have very strong written and communication skills  
  • You are comfortable chatting with clients and want to develop your skills in this area 
  • You have examples of securing notable press placements and leading accounts 
  • You are confident in spotting a good news angle or story, pitching it to the client and seeing the process through from start to finish 
  • You are comfortable leading both external and internal meetings
  • Not essential, but a plus is you have experience of working with influencers
  • An organised and positive person who is willing to learn, open to new ideas and ways of working 
  • Someone who wants to contribute effectively and work as part of the team 
  • Someone who is open to training and development, who wants to grow with us as we build the department


Digital PR Account Manager Progression

Senior Digital PR Account Manager

You have extensive knowledge of the Digital PR landscape, including past and present stories/campaigns. You ideate off the back of trending media as well as your wealth of experience about what has and hasn’t worked.

Account & Campaign Management
Manage accounts seamlessly utilising your project management skills. Leading accounts extremely well, you will work effortlessly with other departments towards account success. You will manage and execute a campaign or story from start to finish including everything from content writing, data evaluation, to media lists and reporting – with minimal support.

Strategy & New Business
Create strategies to an in-depth level, with the ability to recognise when a strategy is not working for a client, and providing suggestions for improvement to your line manager. Supporting the sales team, you are able to create new business pitch decks and autonomously pitch to new clients.

Training & Line Management
Identify gaps in your knowledge and autonomously seek training opportunities for yourself and your team to upskill where necessary. You are confident in leading training sessions with clients and the wider Embryo team. With support from the lead/Head, you will comfortably manage junior members of staff, owning their career progression, training and development.

Department Innovation
Suggest new innovative ideas and support with the implementation. You will strive to own smaller areas of the department, autonomously leading these areas to aid department growth.

Digital PR Account Manager

You have broad industry knowledge of past and present Digital PR campaigns. You are able to ideate new and original ideas with an understanding of why it will work for clients and within the media. You can translate this into either a story or campaign, managing the process from start to finish.

Account & Campaign Management
You are able to manage accounts of all sizes, owning the process from ideation to execution. You will independently lead client meetings, manage updates, and reporting, whilst building strong relationships with your clients.

You confidently create and improve account strategies, highlighting areas for growth and understanding about why a current strategy may not be working.

Training & Industry Knowledge
You understand the areas you require training and highlight this to senior team members. You comfortably lead your own training sessions for junior team members. You have a thorough understanding of how all marketing channels integrate with Digital PR and can identify opportunities for optimisation. You are a go-to team member for industry insight and knowledge sharing within the agency.

Autonomy & Communication
You identify areas for department growth and are comfortable owning new areas of development. You successfully manage your workflow and prioritise effectively.
You will assist new business where necessary, including pitch creation and presentation.

Senior DPR Executive

Ideation & Copywriting
You are able to conduct your own ideation sessions, creating new, interesting and relevant story hooks for your accounts. You can communicate your ideas easily with the team. Your copywriting skills should be very good, with the ability to write press releases, quotes and comments on your own.

Media List & Outreach
You should have a very good knowledge of the press cycle and industry niches. Knowing how to pull together a list of targeted contacts and understanding the niches your press release will work best in. Your pitches and communication with journalists should be impeccable.

Account & Campaign Management
You will successfully manage smaller accounts, running the day-to-day activities as well as your account campaigns. You successfully spot opportunities and flag any potential issues to senior team members. You are confident in conversing with clients when necessary, sending updates and attending meetings.

Industry Knowledge
Your knowledge of Digital PR is strong with the ability to proactively develop your understanding of other channels, particularly SEO and Creative.

Autonomy & Communication
You work autonomously on accounts requiring minimal instruction. You communicate your workflow to your manager and raise any issues of account activity and personal capacity. You should be comfortable in leading internal meetings where necessary.

Digital PR Executive

Media Requests
To take autonomy over monitoring media requests, and communicating directly with clients if extra information is needed. You should also be able to confidently monitor and pitch newsjacking opportunities, managing the process effectively and efficiently.

You are able to use industry tools to conduct your own ideation sessions. You should communicate your ideas easily and feed into account strategies.

Your copywriting skills are good with minimal errors, with the ability to write up press releases on your own.

Media List & Outreach
You are aware of the press cycle and industry niches. Knowing how to pull together a list of targeted contacts and understanding in what niches your press release will work best. Your pitches and communication with journalists are to a good standard.

Autonomy & Communication
We would expect you to take autonomy on the accounts you work on with support from line management. You should be able to communicate your workflow to your manager and raise any issues of account activity and personal capacity.

Our Benefits

Why Join Us

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Private health and dental care

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We're passionate about supporting the overall well-being of our team. Enjoy 120 flexipoints to spend however you wish on a variety of perks.

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Hybrid Working

We offer our team flexible working schedule with an office rota.

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Full day off on your birthday

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Yearly company trip

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Send us your CV or take a look at our current openings below, we are always on the lookout for new talent to join our expanding team!

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