Laza, whose BBC career has also included stints at The Politics Show and The One Show, will work across the party generally but have a specific focus on handling Miliband’s TV presence.
The move comes as Labour continues its efforts to boost the image of Miliband, whose media woes have included being caught on camera seemingly struggling to eat a bacon sandwich while campaigning in the run up to May's European and local elections.
Earlier this year the party, whose comms team is headed up by Bob Roberts, hired former Barack Obama strategist David Axelrod as it takes a more aggressive campaigning stance ahead of next year's general election.
Miliband also recently told voters: "If you want a politician who thinks a good photo is the most important thing then don't vote for me."
A Labour spokesman told PRWeek Laza had started the role today and would mainly be based in Miliband's office.
He added: "We’ve taken a lot of care with getting the right person and he’s the right man for the job in terms of having all the qualities we’re looking for.
"He has excellent experience in broadcasting and an eye for broadcasters' needs, and we think he’ll make a big difference."