PR Account Manager - Digital PR

We’ve partnered with an independent, consulting-led digital agency in Sydney that works with some of the world’s most recognised brands, in Australia and overseas. After nearly two decades in search, media and data, they’re investing in how brands earn visibility beyond their own websites, and the outreach team sits at the centre of it.

The role

Every good placement does two jobs. It tells a brand’s story to the people who read it, and it makes that brand easier to find every time someone searches for what it sells, whether that’s on Google, in an AI answer or on Reddit. This role runs the work that makes both happen.

If you work in PR, most of it will sound familiar: finding the angle, pitching journalists, moving quickly when a request lands and keeping a client confident when coverage is slow. Those are the hardest skills to teach, and they’re exactly what the team needs. You’ll learn the search side alongside SEO specialists who work in it every day.

What you’ll do

• Run digital PR campaigns built to earn links and mentions on high-authority sites, so every placement improves a brand’s visibility in search, not just its coverage count

• Choose target publications and websites using SEO and GEO criteria, such as authority, relevance and how often AI tools cite them, then pitch journalists, editors and site owners to secure placements

• Help brands appear in AI answers by getting them into the articles and listicles that tools like ChatGPT and Google’s AI Overviews draw from

• Respond to journalist requests daily, often within 24 hours, turning reactive opportunities into quality links with the right client expert and a brand-safe response

• Analyse competitors’ backlink profiles and find unlinked brand mentions to reclaim, so each client’s outreach plan has a clear rationale

• Report on what the work did for organic performance, using tools like Ahrefs and Google Search Console, and present it to clients as part of their wider SEO and GEO strategy

• Own a portfolio of Australian and international clients as their day-to-day contact, working alongside the SEO and content teams on integrated campaigns

• Line manage one junior team member, and help shape new programs around Reddit and AI visibility as the offering grows

What you’ll bring

• A few years in a PR, comms or digital PR agency, with campaigns you’re proud of and journalist relationships you built yourself

• Experience managing clients directly: setting expectations, delivering difficult news and giving direction without someone signing off every call

• Strong writing, from a sharp three-line pitch to longer-form content, and the ability to adapt to someone else’s tone of voice

• Comfort with numbers: you can read a report, find the story in it and present it clearly, and a spreadsheet doesn’t put you off

• Experience managing or mentoring someone, in a professional setting or elsewhere

• Any exposure to SEO, link building or search tools is a bonus, not a requirement. Former journalists who’ve moved into PR or content are very welcome.

Who this role is for

The hiring manager put it simply: she doesn’t expect to find someone who knows all of it, so she’d rather find someone who’s interested in all of it. Expect a lot of fast learning in the first six months, with strong support around you while you do it.

You’re a self-starter. You see what needs doing and you do it, and you have opinions about how things could work better. You’ll have real freedom to shape the role around your strengths, which suits people who aren’t waiting for a brief to land.

You’re also curious about where PR is heading. People increasingly discover brands through search, AI tools and communities, not just the news. You don’t need the answers yet, but you want to be part of working them out.

This role is not for you if:

• You want to stay in brand PR, events and media relations, without caring how coverage is measured

• You prefer a fixed routine and a clearly defined brief

• You’d rather an account manager held the client relationship

Why you’ll love working here

• Your PR skills count for more. You’ll be able to show exactly what a story did for a brand’s visibility, a combination very few people in PR have

• A flat structure with no account manager between you and the client, so your ideas are heard and reach clients directly, and so does the credit

• Real input into new programs around AI visibility and Reddit as the agency builds them out over the next twelve months

• An award-winning outreach team with its own clients and a clear path from manager to senior manager to director as it grows

• Tuesdays and Thursdays in the Sydney office and 3 days from home

• Monthly social events on the agency, a paid day off on your birthday and a team where people tend to stay

Ready to apply?

If this sounds like the right next step, send us your CV. We will be in touch promptly to walk you through the role in more detail.

At Fulcrum, we celebrate diversity and know that our differences help us thrive. We are committed to diversity, inclusion, and providing equal opportunities at all stages of the recruitment process. Imposter syndrome can get in the way of meeting amazing candidates, so if you feel passionate about this role, please don’t hesitate to apply.