Digital PR Manager

Location:
Remote or Hybrid (3 days Wilmslow, 2 days from home)

Citation Group is a collective of businesses dedicated to supporting small and medium-sized enterprises across a range of essential services. We know that running a business means juggling a lot, from keeping customers happy and staying compliant, to building strong teams and growing sustainably. Our mission is to ease these pressures by providing expertise, guidance, and solutions that enable business leaders to focus on strategic success.

From HR and Health & Safety to Cybersecurity, E-Learning, and ISO compliance, we’ve got you covered.

The Citation Group is expanding its UK central marketing team with an exciting new senior role designed to bring our PR capability in-house and make us more visible and discoverable in the places that matter.

The Citation Group is on a mission to build better businesses globally – supporting small and medium sized businesses with mission critical services and software. We’ve historically relied on agencies to manage our PR and Digital PR efforts, but we’re now investing in this role to scale our activity, sharpen our narrative and strengthen our reputation across multiple markets and brands.

This isn’t about chasing headlines; it’s about building trust over time. You’ll work closely with our agencies, internal subject matter experts and our brilliant in-house content team to turn operational insight, client stories and first-party data into coverage that strengthens our brand reputation – with journalists, prospects and the AI platforms and LLMs increasingly shaping how people discover brands.

You’ll operate as a senior voice within our central marketing function – setting direction, advising stakeholders and ensuring our external profile reflects the authority and expertise within our business.

• Own our Digital PR strategy and approach across multiple brands in our Group – with a focus on brand visibility, search performance and discoverability.
• Build strong relationships with trade and specialist press, particularly those reaching UK SME decision makers.
• Collaborate with internal experts and thought leaders to uncover stories, commentary and insight – supporting them in building their external profiles across media and social platforms.
• Work cross-functionally to access first-party data, surveys and client case studies – turning insight into credible media hooks.
• Lead PR campaign thinking from idea through to delivery – from insight development to media outreach.
• Own reactive PR and commentary tied to relevant news, policy and industry moments – identifying timely opportunities to add value to the conversation.
• Write, edit and sign off press releases and supporting content – ensuring everything we put out is accurate, useful and worth covering.
• Manage and direct external PR and Digital PR agencies – setting clear priorities, holding agencies accountable to KPIs and constructively challenging performance where needed.
• Measure and articulate the impact of PR activity to senior stakeholders – tracking coverage quality, message pull-through, sentiment and visibility over time, and linking activity to brand and commercial outcomes.
• Use media monitoring and sentiment tracking tools to evaluate performance, identify opportunities and spot reputational risks early.
• Support sensitive or high-risk communications with a calm, measured and reputation-first approach.

• Strong experience in PR, with strong Digital PR exposure.
• B2B PR experience, including trade and industry press.
• A track record of landing relevant, credible coverage that supports brand authority.
• Experience creating and pitching case studies and insight-led stories.
• Confident using data, research and operational insight to shape media narratives.
• Strong understanding of how PR supports SEO, brand visibility and wider discoverability.
• Experience tracking PR performance using media monitoring and sentiment tools.
• Outstanding verbal and written communication skills – able to build trusted relationships with subject matter experts and senior stakeholders.
• Calm and measured when handling sensitive issues or reactive media enquiries.
• Experience managing…