Ed Miliband is drafting in an adviser to help improve his television performances in the run-up to the general election.
The new recruit will be tasked with boosting coverage of the Labour leader and making the most of his "brand strengths".
The move comes amid concerns about the way Mr Miliband is perceived by the public, with polls suggesting he is more likely to be regarded as "weird" than David Cameron or Nick Clegg.
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He will be spending increasing amounts of time in front of cameras as the party gears up to go to the ballot box next year.
According to an advert on the Labour Party website, the "Head of the Leader's Broadcasting" could have a background as a broadcast journalist or press officer
Among the duties for the £45,000 post are advising Mr Miliband on "performance", building relationships with senior reporters, and ensuring he receives "effective coverage".
The candidate will also be expected to develop "fresh ideas for making the best of Leader of Opposition's brand strengths and communicating his message in broadcast medium".
As well as "excellent political judgment", they will need to know how to deal with "good and bad news stories".
While Mr Miliband's current media team is dominated by former newspaper journalists, Mr Cameron's communications chief, Craig Oliver, is a former BBC executive.