Looking for ways you can take that next step in your Digital PR career?
Look no further.
Optimising has quickly grown to be a recognised leader in SEO.
Over the past 18 years, we have grown to become one of Australia's most cutting-edge SEO agencies, servicing a variety of clients from SMBs to household names.
Chemist Warehouse, Nando's, Henne, and The Jim's Group are just some of the exciting brands we work with.
Aside from industry, we're also proud of these achievements:
B Corp Certified
Donate 1% of revenues through 1% for the Planet
Our values and people are a big part of what we do.
We have a close-knit team that believes in teamwork, learning and most of all, having fun while doing purposeful work.
Optimising is seeking a sharp, story-hungry Digital PR Specialist to join our team in our Melbourne office (currently on a 3/2 office/WFH roster).
The Job: Digital PR Specialist
Digital PR is where great storytelling meets SEO.
In this role, you'll craft campaigns and earn coverage that drives links, builds brand authority, and improves visibility in both traditional search and AI answer engines.
Reporting into our senior team and working alongside our SEO, content and strategy specialists, you'll own outreach across a variety of client campaigns, from national consumer brands to niche B2B.
You'll have support and mentorship as you grow, but also real ownership of your accounts from day one.
As part of our team, you will:
Perform quality outreach across email, phone, and social to secure coverage and links in tier-one media
Pitch journalists, bloggers, podcast hosts and creators with angles that are genuinely newsworthy, not just link bait




Build and maintain strong personal relationships with Australian and international press contacts
Help develop creative campaign concepts, from data-led studies to reactive newsjacking
Craft outreach strategies with multiple angles tailored to different publications and audiences
Identify and work with expert commentators and influencer partners for client campaigns
Maintain and grow our media contact database, and build relevant contact lists for each campaign
Report on coverage, links, and campaign outcomes to internal teams and clients
Contribute to brainstorms and campaign ideation, bringing fresh angles and pop culture awareness to the table
Stay across the news cycle, industry shifts, and emerging platforms (including how AI answer engines are citing content)
About you
You have hands-on experience pitching and placing coverage
You understand how digital PR supports SEO, including the link between earned media, authority, and AI search visibility
You're a strong writer who can craft a pitch that a journalist actually wants to open
You're confident picking up the phone
You're curious about what makes a story land, and just as curious about why one doesn't
You have a real interest in Australian media, news cycles,



and how different publications work
You can manage multiple campaigns and deadlines without dropping balls
You take feedback well and use it to get better
You stay curious about emerging technologies, with a growing interest in how AI tools can sharpen outreach, research, and creative workflows
You have
At least 1 year of experience in digital PR, PR, content marketing, or journalism (agency, in-house, or newsroom)
Demonstrable coverage wins you can talk us through
Strong verbal and written communication skills
A working knowledge of SEO, particularly how links and brand mentions contribute to performance
Started experimenting with AI tools and interested in how they can improve your work
Why work with us?
Aside from offering awesome career opportunities, flexibility and a diverse client portfolio, Optimising genuinely care about our team members and their interests.
We have a work environment where you can thrive and grow.
Something that is a part of everything we try to do is always try to be better.
This concept forms a large part of our core values, the way we work, and how we are always being better for our team and our customers.
Some of the perks of working with us:
A collaborative, team environment with people who truly love what they do
Internal and external training and skill development opportunities
Time and support to grow your knowledge and your career
A recognised B Corp agency
Work for a proud and active 1% for the Planet member
Other benefits include:
We love team outings and team-building activities
#J-*****-Ljbffr

📌 Digital Pr Specialist (Melbourne)
🏢 Optimising
📍 Melbourne