At a Glance
- Tasks: Create engaging PR campaigns and content that resonate with UK motorists.
- Company: Join Blackcircles.com, a leading online tyre retailer backed by Michelin.
- Benefits: Enjoy a competitive salary, bonuses, flexible working, and personal development time.
- Other info: Collaborate with experts and make a real impact on brand visibility.
- Why this job: Shape the future of digital PR in a dynamic, innovative environment.
- Qualifications: 3-5 years in PR, excellent writing skills, and a passion for storytelling.
The predicted salary is between 35000 - 40000 £ per year.
- Digital PR & Content Specialist
- Department: Marketing
- Reports To: SEO, Content & PR Manager
- 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.
- Pension scheme – 5% employer contribution.
- 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.
To Apply
Please submit your CV and a covering letter outlining your relevant experience and why you are the ideal candidate for this role to .
We’re managing this recruitment directly at this stage and are not looking for support from recruitment agencies or external recruiters.
Digital PR & Content Specialist in Dunfermline employer: Blackcircles.com
At Blackcircles.com, we pride ourselves on fostering a dynamic and inclusive work culture in the heart of Edinburgh. As a Digital PR & Content Specialist, you'll enjoy a collaborative environment that encourages creativity and innovation, alongside opportunities for professional growth through training and mentorship. With a focus on leveraging cutting-edge AI tools and a commitment to employee well-being, we offer a rewarding career path where your contributions truly make an impact.
StudySmarter Expert Advice🤫
We think this is how you could land Digital PR & Content Specialist in Dunfermline
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Blackcircles.com and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Blackcircles.com are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Blackcircles.com on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Blackcircles.com. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Digital PR & Content Specialist in Dunfermline
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Blackcircles.com. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Blackcircles.com:Show us that you’ve done your homework! In your application, briefly mention what you admire about Blackcircles.com’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Blackcircles.com
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Blackcircles.com will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Blackcircles.com, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
