How Do Journalists Choose Which Experts to Quote?
Why are some experts quoted while others are overlooked? Jordan Baker explains how journalists judge credibility, relevance, timing, clarity and usefulness.
What Makes Someone a Credible Media Expert?
You do not need to be famous to become a media expert. Jordan Baker explains the experience, qualifications and judgement journalists look for.
Do Backlinks and Unlinked Media Mentions Help With AI Search?
A backlink can add considerable SEO and referral value to media coverage, but does that make an unlinked mention worthless? Jordan Baker explains what we know about editorial links, brand mentions, expert attribution and AI search.
What Can a PR Agency Actually Do for GEO and AEO?
PR can contribute to AI-search visibility by creating credible public information around a company and its expertise, but it cannot control ChatGPT or replace technical SEO. Jordan Baker explains exactly what a PR agency can and cannot deliver.
How Can Recruitment and HR Companies Get Featured in the Media?
Recruitment and HR companies do not need constant corporate announcements to attract journalists. Jordan Baker explains how hiring expertise, workplace insight, credible data and responsive spokespeople can generate national, business and specialist media opportunities.
What Should a Business Include in a Press Kit for Journalists?
What does a journalist actually need from your press kit? Jordan Baker explains how to organise company facts, expert biographies, professional imagery, evidence, previous coverage and reusable media resources without creating an oversized corporate brochure.
How Can Service Businesses Get Featured and Reviewed by Journalists?
Service businesses do not need physical products to earn media coverage. Jordan Baker explains when journalists can genuinely review a service, when expertise is a stronger route and how customer stories, founders and local news can create useful opportunities.
How Can Technology Companies Get Media Coverage Without Funding Announcements?
Technology companies do not need a funding round every time they want media coverage. Jordan Baker explains how founders, specialists, original data and wider industry insight can create credible earned-media opportunities without relying on corporate announcements.
How Can Doctors and Healthcare Experts Get Quoted in Newspapers and Magazines?
Healthcare expertise can be highly valuable to journalists, but qualifications alone are not enough. Former national journalist Jordan Baker explains how doctors, clinicians and appropriately qualified specialists can become trusted media sources through clear communication, relevant expertise, quick responses and responsible medical claims.
How Can Restaurants and Hospitality Businesses Get Featured in the Media?
Great food or beautiful rooms do not automatically make a media story. Jordan Baker explains how restaurants, hotels, cafés, chefs and hospitality venues can earn press attention through launches, genuine news, chef expertise, experiences, local media and practical journalist outreach.
What Makes a Real-Life Story Newsworthy Enough for the National Press?
What makes a personal experience interesting enough for national newspapers and magazines? Former national journalist Jordan Baker explains the ingredients of a strong real-life story, from transformation and timing to interviews, photographs, evidence, editorial control and informed consent.
How Do You Write a Press Release Journalists Actually Want to Read?
What makes a press release genuinely useful to a journalist? Former national journalist Jordan Baker explains how to structure compelling media material, write stronger headlines and quotes, prepare images and supporting facts, and choose the right format for products, experts, business news and real-life stories.
What Is Reactive PR and How Can Businesses Respond to Journalist Requests?
What is reactive PR, and how can businesses respond when journalists need credible experts? Former journalist Jordan Baker explains how to assess opportunities, provide useful commentary, meet deadlines and build lasting media relationships, while clarifying why Fair PR does not use journalist-request platforms.
How Do Products Get Featured in Gift Guides and Product Roundups?
How do brands get products into gift guides and shopping roundups? Learn what journalists look for, why novelty, availability, samples and photography matter, and how to prepare a product page and pitch that make editorial inclusion easier.
What Kind of B2B Stories Do Business and Trade Journalists Want?
Not every company announcement is a story a business journalist wants to cover. Former national journalist Jordan Baker explains what makes B2B news genuinely relevant, how trade, regional and national media differ, and how to find angles beyond the press release.
How Much Does PR Cost in the UK? A Practical Guide for Small Businesses
How much should you actually spend on PR in the UK?
The frustrating answer is that there is no single correct figure.
A business might spend a few hundred pounds a month on a relatively lean PR service, several thousand pounds with a specialist agency, or considerably more for a large, complex or highly specialised campaign.
The more useful question is not simply “How much does PR cost?”
It is:
What are you actually paying for, what does your business need, and what would good value look like for you?
This guide explains how UK PR pricing works, what different budget levels can realistically buy, when specialist agencies are worth paying more for, when a broader agency may offer better value, how long you should give PR before judging it, and what to look for before signing a contract.
Can PR Help Your Business Appear in ChatGPT and AI Search?
More people are using ChatGPT and other AI tools to research businesses, compare providers and ask for recommendations. So can PR help a company become more visible in those answers? PR expert Jordan Baker looks at what earned media can realistically contribute, what current research tells us, and why nobody should promise a guaranteed ChatGPT ranking.
How to Do Your Own PR: A DIY PR Guide for Small Businesses
A practical DIY PR guide for small businesses from former national journalist Jordan Baker, covering how to find media angles, research journalists, write pitches and press releases, respond to opportunities, earn coverage and make the most of it once it is published.
How to Get Press Coverage for Your Small Business: Advice From a Former National Journalist
Former national journalist Jordan Baker explains how small businesses can get press coverage, from writing stronger pitches and finding newsworthy stories to responding to journalists, securing expert opportunities and understanding how earned media really works.