Georgia Madden

I started my career on the other side of the inbox as a journalist, which means I know exactly what makes an editor pause, click, and say, “Yes, we’ll run this”. For nearly 20 years I’ve written for some of Australia’s leading property and lifestyle titles, including Homes & Gardens (as Features Editor), Houzz (as Senior Writer), Homes To Love, Inside Out, Bunnings, Dulux, and a boutique PR and branding agency in Melbourne.

I studied political science at the University of Sydney, then found my way into storytelling through home, design, and everyday life. Over time, my work shifted from long lead magazine features to digital content, where I could pitch a story in the morning and see it live by lunchtime. That immediacy and the reach of digital platforms still feel exciting.

At UR Digital, I use that editorial background to shape Digital PR and content strategies for our clients. I think like a journalist. Who is this for, why should they care, and what’s the most honest, useful angle? From there, I work with the team to turn data, expertise, and ideas into stories that media will genuinely want to publish and readers will genuinely want to read.

Having spent years working with PR professionals as a journalist, I also understand the line between influence and control. Coverage is never an ad, and that’s a good thing. My focus is on creating narratives that build trust, attract the right attention, and support the long-term visibility work we do across SEO and AI SEO.

Away from the screen, you’ll usually find me with a cat nearby, a book or manuscript in hand, or quietly nursing a new idea. My first novel, Confessions of a Once Fashionable Mum, was published by Black Inc. in 2017, and I’m currently working on the next one. Curiosity sits at the centre of everything I do. It’s how I write, how I pitch, and how I help brands find the stories they’re meant to tell.