Double Edge PR | About Us
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About Us


Double Edge was created for lifestyle and balance

Double Edge PR launched in Sydney in early 2002, motivated by a desire for more flexibility and a greater work/life balance by founders, Simone and Michelle Larmer.

Over the past decade, lifestyle has become a cornerstone of our dynamic PR and Communications agency – from our inspiring portfolio of lifestyle clients to the adoption of healthy practices within the agency, such as weekly team Yoga and balanced work hours.


Delivering quality work is at the forefront of Double Edge, from campaign strategy through to professional client service and responsive media relations.


Our passion is creative storytelling and we partner with clients to identify their story and what sets them apart in what they do, and who they are.


Our partnership approach with clients is vital to our success, and with most of our clients spanning 7 years and more, we know it is a winning formula.


With two decades of PR experience, Simone develops creative strategies that are relevant and engaging and is a whiz at thinking outside the square.

Simone Larmer

Co-Founder and Director

Storytelling is at the heart of PR, and what Michelle thrives on. A strategic thinker with a thirst for finding the ‘hook’ that takes our clients into the media and beyond.

Michelle Larmer

Co-Founder and Director


Strategic Planning

We ensure that your communications program is targeted, tailored and results-oriented.


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Media Relations

A key part of our work, from crafting tailored story angles to drafting engaging media releases.


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Social Engagement

From mummy bloggers to beauty vloggers, we know the online influencers who are captivating audiences.


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Event Management

We develop events for our clients that engage with a wide array of audiences.


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Marketing Communications

We adopt an integrated marketing approach with our clients – from retail promotions to advertising.


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Strategic Partnerships

Partnering with events or personalities can net a big return and increase awareness of your brand.


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Are you in PR and interested in a career with Double Edge?