Media & PR Specialist (Contract Position)

As the world’s leading animal photojournalism agency, We Animals (WA) advocates for animals through photojournalism. Our global investigations and stories expose our complex relationships with animals, create ethical and cultural shifts in society, and empower human capacity for compassion and change. To support our mission, we investigate industries, mentor photographers, operate a stock site to share our visual content, and engage with media and NGO partners to shift attitudes, industries, and policy.

We are seeking expressions of interest from independent consultants for a one-year fractional engagement. We require a Media & PR Specialist to lead and evolve our earned media strategy, with a focus on:

• Securing high-impact, photo- and story-driven media placements
• Building relationships with key editors and journalists
• Positioning our work within timely, newsworthy narratives across priority regions, including North America, Europe, Asia, and Latin America
• Elevating We Animals’ voice through strategic thought leadership placements, including op-eds and expert commentary

As an ideal candidate for this role, you are:

• Media savvy, with a strong understanding of how newsrooms, journalists, and editorial processes work.
• Bring a strong network of media contacts, particularly in sectors relevant to animal protection, environmental, science, policy, law, food systems, or mainstream news coverage.
• An excellent communicator, both written and verbal.
• Experienced in working with international media outlets and navigating diverse media landscapes.
• Familiar with the animal advocacy or related nonprofit sectors.
• Comfortable working with a small, evolving organization.
• A relationship builder who enjoys connecting people, ideas, and opportunities.
• Highly organized, proactive, and responsive, with strong attention to detail.

• Increase the visibility of We Animals through a mix of high-impact media placements and sustained coverage across national, international, and niche outlets.
• Increase audience reach in North America and Europe.
• Increase regional coverage in Latin America and Asia.
• Establish repeat relationships with key journalists/editors.
• Develop and maintain strategic media partnerships for We Animals.

Media Strategy & Story Positioning

• Identify which stories are newsworthy, evergreen, and best suited for specific outlets or regions
• Make strategic decisions on:
  • Timing (news hooks, trends, policy windows)
  • Framing (visual vs. narrative angle)
  • Packaging (photo essays, op-eds, features, etc.)
  • Earned and paid opportunities

Media Relationships & Network Building

• Build and maintain strategic relationships with journalists, editors, and assigning desks through consistent, thoughtful outreach, including proactive check-ins, tailored story sharing, and ongoing engagement between pitches
• Cultivate trusted contacts who will provide feedback and advocate internally for coverage
• Identify and cultivate new media contacts through strategic outreach to expand awareness and use of the We Animals stock platform.

Pitching & Placement

• Develop tailored, high-quality pitches for feature stories, photo essays, and timely news hooks
• Secure placements in:
  • High-tier and strategic global outlets
  • Regional (within North America, Europe, Asia, and LatAm) and niche publications aligned with key topics
• Coordinate exclusives, embargoes, and first-publication strategies where needed
• Support experimentation with press wires and distribution platforms
  Research and track editorial calendars, media kits, special issues, and thematic coverage opportunities to inform proactive pitching efforts.

Thought Leadership & Op-Ed Strategy

• Identify opportunities to position We Animals’ leadership (e.g., founder, staff, photojournalists) as expert voices in public conversations
• Develop and place strategic op-eds, commentaries, and expert contributions in relevant media outlets
• Identify and coordinate high-value podcast opportunities
• Collaborate with internal stakeholders to shape compelling, media-ready perspectives.

Media Monitoring, Tracking & Insights

• Monitor news cycles to identify timely hooks for We Animals content and opportunities to insert expert voices or visuals
• Maintain a media database and contact list
• Track placements, reach, outlet tiers, and geographic distribution monthly and quarterly.

Collaboration with Internal Teams

• Work closely with:
  • Communications team
  • Visual Content team
  • Founder
• Help shape assignments and outputs for media viability
• Advise on image access and licensing approaches that maximize media uptake
• Ensure alignment between:
  • Editorial output
  • Media strategy
  • Organizational goals

• 5+ years in media relations, PR, or journalism, or an equivalent combination of education and experience.
• Established media relationships in North America and/or Europe
• Experience managing PR and media relations within the animal protection sector or related sectors.
• Experience placing feature stories, photo essays, and investigative or issue-based content.
• Deep understanding of what makes a story newsworthy and publishable, and how editorial decisions are made.
• The selected candidate must disclose any current or recent client relationships that may present a real or perceived conflict of interest with We Animals’ mission, including but not limited to organizations involved in animal agriculture, animal-based food production, animal testing, fur production, wildlife captivity and entertainment, or related industries.

If you’d like to submit an expression of interest for this contract, please complete this form by July 14, 2026 at 11:59PM EDT.

Screening Process (subject to minor adjustments):

• Expression of Interest Submission Form
• 1-2 Interviews
• Reference Check