Digital PR & Content Specialist

Location: Edinburgh – Hybrid (50% office-based)

Contract: Full-time

Company: Blackcircles.com

About Blackcircles.com

Blackcircles.com is a leading online tyre retailer and automotive service platform, proudly part of the Michelin Group. We combine the scale and stability of a global enterprise with the innovation and agility of a digital-first business, helping customers find tyres and book fitting appointments easily online.

With over 2,300 partner garages across the UK, our network makes it convenient for drivers to get their tyres fitted close to home. Our mission is to make tyre and automotive services simple, transparent and accessible for customers across the UK — backed by trusted brands, expert guidance and industry-leading digital experiences.

The Role

We’re looking for a Digital PR & Content Specialist to join our Marketing team in Edinburgh.

This is a PR-led role, approximately 70% Digital PR and 30% Content, for someone who can spot a story, develop a strong angle and turn it into high-quality coverage and content.

You’ll deliver proactive and reactive PR, data-led campaigns, media outreach and expert commentary to grow Blackcircles.com’s visibility, authority and authoritative links.

Working across Marketing, SEO, Content and our external PR agency, you’ll connect PR activity with our data, expertise and wider digital strategy.

This isn’t a traditional press-office role. We’re looking for someone who can think across PR, content, SEO and AI and understands how they work together to build brand and digital visibility.

Key Responsibilities

Digital PR & Media Relations – Main Focus

• Work closely with our external PR agency to develop and deliver proactive and reactive PR campaigns that build awareness and authority for Blackcircles.com.




• Identify newsworthy opportunities across motoring, tyres, road safety, consumer behaviour and industry trends, including stories from Blackcircles' own customer, search and sales data.




• Develop creative and data-led campaigns, research and surveys designed to earn high-quality media coverage, backlinks and brand mentions.




• Write and pitch compelling press releases, stories, expert commentary and thought leadership to automotive, consumer, lifestyle, personal finance, regional and national media.




• Build strong relationships with journalists and media contacts, identifying reactive PR and newsjacking opportunities.




• Monitor coverage, backlinks and campaign performance to understand impact and inform future activity.

Content & Editorial

• Turn PR campaigns, industry developments and emerging trends into engaging news articles, guides, features and other content for UK motorists.




• Work with internal experts to create useful, authoritative content that supports Blackcircles' brand, E-E-A-T and wider content strategy.




• Identify new editorial opportunities and repurpose strong stories and research across onsite content and other marketing channels.




• Use AI and optimisation tools responsibly to support research, ideation, content creation and editing.

SEO & Digital Authority

• Work closely with the SEO team to ensure PR and content activity supports organic search objectives and earns relevant, authoritative links and brand mentions.




• Understand how PR, content, links and brand authority contribute to visibility across traditional search, AI Overviews and emerging AI discovery platforms.




• Use SEO, PR and performance data to identify opportunities and understand which stories, topics and formats deliver the strongest results.

Collaboration & Stakeholders

• Work closely with the SEO, Content & PR Manager, wider Marketing team and external PR agency on strategy, campaigns and messaging.




• Partner with Commercial teams and subject matter experts across Blackcircles and Michelin to uncover data, insights and credible commentary.




• Connect PR, content and SEO opportunities to maximise the impact of our activity.

About You

• Around 3–5 years' experience in PR or digital PR, either agency-side or in-house, with demonstrable experience securing earned media coverage.




• A strong understanding of what makes a story newsworthy, with experience developing proactive and reactive PR opportunities and tailoring stories for different media and audiences.




• An excellent writer and communicator, confident creating press releases, pitches, commentary and digital content, as well as building relationships with journalists.




• Comfortable using data, research and surveys to uncover and develop compelling stories.




• Understands how digital PR, content, backlinks and brand authority contribute to SEO and wider visibility.




• Proactive, curious and able to manage multiple opportunities, react quickly to breaking stories and bring forward your own ideas.




• Collaborative and confident working with agencies, colleagues and stakeholders across different areas.




• Interested in the automotive industry, consumer behaviour and the issues affecting UK motorists.




• Comfortable using AI tools responsibly to support research, ideation and content development.

Bonus points if you have:

Experience in automotive or e-commerce PR, delivering data-led campaigns that secure national/consumer media coverage, authoritative backlinks and brand mentions — with a journalism or editorial background a strong plus.

What Success Looks Like

You’ll help make Blackcircles a more visible and authoritative voice for UK motorists. Success will be measured by quality coverage, authoritative links and brand mentions, strong journalist relationships, and PR’s impact on brand and organic visibility. Above all, you’ll bring ideas — turning industry trends, customer search behaviour, data and media conversations into opportunities for Blackcircles.

Why Join Us

• Competitive salary with up to 12% annual bonus based on company performance.




• Life assurance – coverage up to 5× annual salary.




• Health & wellbeing support, including free counselling and mental health services.




• Private Healthcare Insurance after 1 year of service




• Perks & discounts – Perkbox membership, 1 free set of tyres per year and cycle-to-work scheme.




• Flexible working arrangements to support your work-life balance.




• Guaranteed self-development time each week to focus on training, learning new skills and personal growth.




• Opportunity to work for a leading e-commerce business within a global brand.




• The opportunity to shape and grow the digital PR capability within Blackcircles.com.

Location & Hybrid Working

This role is based in our Edinburgh office, with 50% office attendance required. Our current pattern alternates between Monday–Tuesday one week and Monday–Wednesday the next, although this may evolve with business needs.

Closing Date:

11th September 2026

We’re managing this recruitment directly at this stage and are not looking for support from recruitment agencies or external recruiters.