FAQs
Questions? We’ve got the answers.
At Fair Public Relations, clarity is a fundamental part of how we work. Fair PR starts with honest expectations, transparent pricing and a clear understanding of what journalist-led PR can realistically achieve.
Clients should understand what PR can support, what it cannot guarantee, how our process works, what we need from you and what to expect before getting started.
Below, we have answered the most common questions about Fair Public Relations, Standard PR, pricing, timelines, coverage, reporting, expert commentary, thought leadership, founder visibility, product and service PR, customer and real-life stories, and how we work with clients.
If you still have questions, get in touch and tell us a little about your business. We will be honest about whether we think there is a credible PR opportunity and what the most realistic next steps may be.
About Fair Public Relations
What exactly is Fair Public Relations?
Fair Public Relations is a founder-led, journalist-led boutique PR agency for founders, experts, consultants, coaches, small businesses, professional service providers and growing consumer-facing brands.
We help clients turn their expertise, thought leadership, founder stories, products, services, customer experiences, business news and wider brand stories into credible earned media opportunities.
We call ourselves The Fair PR Agency because our approach is built around fair pricing, honest advice, clear expectations and commercially sensible PR.
We are not a mass-market PR platform, automated outreach service or volume-led publicity business. Campaigns are shaped around the individual client, their credibility, their goals and the stories or expertise journalists may genuinely find useful.
Our core service is Standard PR.
Who leads Fair Public Relations?
Fair Public Relations is led by Founder Jordan Baker, a former UK national journalist with more than a decade of PR experience.
Jordan has worked in PR since establishing the original agency in August 2015 and has supported thousands of brands, organisations, founders and public figures across the UK, US and Canada.
Clients work with a dedicated PR team headed by Jordan, rather than being passed through a faceless system or generic delivery process.
Who works on client campaigns?
Our team includes experienced PR professionals, writers and former journalists who understand how newsrooms operate, what editors need and how to shape credible stories and expert commentary.
The team supports:
PR strategy and positioning
Media angle development
Expert commentary
Thought leadership
Founder and spokesperson positioning
Press release and pitch writing
Journalist outreach
Follow-up
Coverage monitoring
Client communication and reporting
Where relevant, additional senior support may also be included for founder positioning, authority development or story interviews.
Where is Fair Public Relations based?
Fair Public Relations has presences in London, New York and Canada.
We primarily support clients seeking media coverage in the UK, US and Canada. Some campaigns may also secure wider international coverage where the story or expertise has broader relevance.
Who have you worked with?
Over the last decade, our team has worked with thousands of brands, organisations, agencies, founders and public figures.
That experience includes projects involving names such as Amazon, Jameson Whiskey, Anytime Fitness, The O2 Arena, the UK House of Commons and Dolce & Gabbana, as well as public figures including Britney Spears, Joan Collins, Lindsay Lohan and Kourtney Kardashian.
Our case studies also show how we have supported smaller founders, experts and growing brands through sustained earned-media campaigns.
How Our PR Service Works
What is Standard PR?
Standard PR is the core journalist-led PR service from Fair Public Relations.
It is designed for founders, experts, consultants, coaches, small businesses, professional service providers and growing brands that want broader PR support around their expertise, business and story.
Depending on what is most credible and media-friendly, Standard PR may include:
Expert commentary
Thought leadership
Founder visibility
Spokesperson positioning
Product PR
Service PR
Customer stories
The exact campaign direction depends on your business, goals, credibility, available assets and media potential.
How much does Standard PR cost?
Standard PR costs: £597 per month / US$797 per month
It begins with a three-month initial commitment. After that, it continues month to month with one full billing cycle’s notice.
There are no media-placement fees or hidden agency charges.
Why is Standard PR more affordable than many traditional agencies?
Traditional PR agencies may charge several thousand pounds per month because their model includes large account teams, substantial overheads, long retainers and multiple layers of management.
Our structure is more focused.
Clients pay for experienced PR judgement, positioning, writing, relevant pitching, account management and direct campaign support rather than unnecessary agency layers.
This allows us to keep pricing commercially sensible while still providing bespoke, journalist-led PR.
Is Standard PR templated?
No.
Standard PR is more affordable because our operating model is focused and efficient, not because every client receives the same campaign.
Each account is shaped around the client’s:
Business
Founder or spokesperson
Expertise
Credibility
The campaign may use some repeatable systems for organisation, monitoring and reporting, but the media positioning, content, angles and journalist outreach are tailored to the client.
How is Fair Public Relations different from a traditional PR agency?
Traditional agencies often focus on longer retainers, higher monthly fees, layered account teams and broader corporate brand management.
Fair Public Relations sits between DIY or freelance PR and a traditional agency retainer.
Clients receive:
Journalist-led strategy
Senior oversight
Bespoke angle development
Content creation
Media pitching
The aim is to provide meaningful PR support without unnecessary agency complexity.
How is Fair Public Relations different from a freelance PR consultant?
A freelance consultant may be a good fit when you want support from one person, have a narrow brief or need specialist help in one particular area.
Fair Public Relations may be more suitable when you want a structured campaign supported by a team, with strategy, content creation, pitching, monitoring, reporting and regular communication all managed as part of one service.
Do you use paid placements or sponsored articles?
No.
Our focus is earned editorial coverage secured through journalist relationships, relevant pitching and credible media outreach.
We do not operate a paid news network or sell advertorial placements disguised as earned PR.
Do you publish articles yourselves?
No.
Fair Public Relations is not a publisher. We pitch ideas, commentary, products, services and stories to independent journalists, writers, editors and media outlets.
Those publications decide whether to use the material and what they ultimately publish.
Do you use Qwoted, HARO, ResponseSource or similar journalist-request platforms?
No.
We do not rely on Qwoted, HARO, ResponseSource, Editorielle or similar journalist-request services to deliver our campaigns.
Those platforms can be useful for DIY PR, but our model is different. We develop the positioning, prepare the media material and approach relevant journalists, editors and media contacts directly.
We also identify and respond to suitable live media opportunities through our own journalist relationships and monitoring.
Is PR just media outreach?
No.
Media outreach is only one part of a credible PR campaign.
Our work may also include:
Brand and founder positioning
Authority theme development
Thought leadership planning
Expert profile creation
Story development
Press release writing
Good PR starts before the first pitch is sent.
Real-life stories
Founder stories
Business news
Launches and announcements
Interviews and podcasts where suitable
Reactive journalist opportunities
Proactive media pitching
Products or services
Stories
Goals
Media potential
Ongoing account managemen
Responsive communication
Press monitoring
Clear reporting
Media comment drafting
Interview preparation
Asset organisation
Follow-up
Press monitoring
Reporting
Positioning, Expertise and Thought Leadership
Do you help with PR positioning?
Yes.
Every Standard PR campaign includes journalist-led strategic thinking, media positioning and angle development.
We look at:
What makes you credible
What you should become known for
Which areas of expertise you can credibly own
Which stories or opinions journalists may care about
Where your authority is strongest
How your positioning supports the wider business
This creates a clearer foundation for outreach.
What is the Founder & Authority Positioning Session?
The Founder & Authority Positioning Session is a strategic session included as part of Standard PR.
It is designed to clarify:
What you or your brand should become known for
Your strongest authority areas
Relevant thought leadership themes
Founder or expert positioning
Credibility signals
Media-friendly opinions
Potential founder, business or expert angles
The purpose is to establish a stronger strategic direction before and alongside journalist outreach.
Is the positioning session included for every client?
Yes.
The Founder & Authority Positioning Session is included as standard within Standard PR.
Its exact focus will vary depending on whether the campaign centres on a founder, expert, spokesperson, consumer brand, product, service or wider business story.
Who leads the positioning session?
The session is led or supported by senior PR strategy expertise within Fair Public Relations.
Where relevant, clients may also receive support from experienced London-based PR strategist Lucy Dartford.
Lucy helps founders, experts and growing brands refine their media positioning, founder story, commentary themes and visibility opportunities.
Do you help with thought leadership?
Yes.
Thought leadership can be an important part of campaigns for founders, experts, consultants, coaches and professional service providers.
We help identify the subjects, viewpoints and professional insights you can credibly speak about, then turn them into:
Expert commentary
Opinion-led media angles
Journalist responses
Interview talking points
Advice-led stories
Podcast themes
Founder or spokesperson positioning
The goal is not to manufacture opinions. It is to make your genuine experience and perspective useful to journalists.
What is Expert PR?
Expert PR uses your knowledge, experience, professional insight, credentials and opinions to create earned media opportunities.
That may involve being quoted in articles, interviewed, featured in advice-led coverage, invited onto podcasts or used as a credible source when journalists need commentary.
Expert PR is particularly valuable for businesses where trust in the founder, practitioner, adviser or spokesperson influences buying decisions.
Do I need formal qualifications to be positioned as an expert?
Not in every sector.
Formal qualifications may be important in regulated, medical, legal or highly technical fields. In other areas, substantial professional experience, demonstrable knowledge and first-hand insight may be enough to support credible commentary.
We assess expertise according to the subject, the claim being made and the journalist’s requirements.
Will you create an expert profile for me?
Where relevant, yes.
We may create a media-ready expert profile that helps journalists quickly understand:
Who you are
Your professional background
Your credentials
Your areas of expertise
Some suitable clients may also be added to our Expert Directory.
Does my business need one spokesperson?
Not necessarily.
Depending on the business, we may position a founder, CEO, practitioner, technical specialist, creative director, consultant, adviser or another qualified team member.
Some organisations have more than one suitable spokesperson covering different subjects.
Topics you can comment on
Your location
Your media availability
Your website and professional profiles
Founder and Story-Led PR
Is Fair Public Relations suitable for founders?
Yes.
Founders can be strong PR candidates when they have credible expertise, a useful perspective, a distinctive business journey or a story journalists may find relevant.
Founder PR may include:
Expert commentary
Thought leadership
Founder interviews
Business journey stories
Personal experiences
The strongest founder campaigns usually have a clear point of view and something useful behind the personal story.
Does my founder story need to be dramatic?
No.
A credible founder story does not need to involve extreme hardship, overnight success or a sensational personal experience.
Potential angles may include:
Why you started the business
A problem you noticed
A mistake you learned from
A personal experience that shaped the company
How customer behaviour is changing
What your industry gets wrong
Lessons from building or adapting the business
What your journey reveals about a wider trend
The story needs relevance, not unnecessary drama.
Do you interview founders or story subjects?
Yes, where it would strengthen the story.
For founder stories, customer experiences or real-life features, an experienced journalist may interview the founder, client or story subject to draw out the strongest angle, useful detail and wider media relevance.
This may include support from Emma Elms, an established journalist and editor with more than 25 years of experience working with publications including The Telegraph and the Daily Mail.
Do you help with real-life stories?
Yes, where there is genuine media potential.
Real-life stories may involve a founder, customer, client or another individual with a meaningful experience that connects to a wider issue.
Emma Elms may interview the story subject and help identify the strongest human angle before the story is developed for journalist outreach.
Real-life story support is not automatically required for every campaign. Some clients are better suited to expertise-led, product-led or business-led PR.
Is real-life story support included for every client?
It is available where relevant, but not every campaign needs it.
The suitability of a real-life story depends on:
The strength of the experience
The subject’s willingness to participate
Privacy and sensitivity
Media relevance
Available supporting details
Whether the story has a clear wider angle
Where it is not suitable, we may focus on other campaign approaches.
Industry opinions
Lessons learned
Launch and milestone coverage
Podcasts where suitable
Founder-profile features
Product and Service PR
Will you promote my products?
Where suitable, yes.
For consumer product brands, this may include:
Product roundups
Recommendations
Buying guides
Gift guides
Seasonal features
Products normally need clear information, suitable photography and a credible reason for journalists to feature them.
Samples may also be required for some review opportunities.
Will you promote my services?
Sometimes.
Service-led PR works best when there is a useful editorial angle rather than a straightforward sales message.
Potential approaches may include:
Expert advice
Consumer guidance
Customer insight
Founder commentary
Seasonal stories
For professional service and B2B businesses, PR is usually more effective when led through expertise, authority and thought leadership rather than direct service promotion.
Can you combine founder, expert and product PR?
Yes.
Standard PR can support several complementary campaign angles where relevant.
For example, a consumer brand campaign may combine:
Founder visibility
Expert commentary
Product roundups
Customer stories
Launch news
Seasonal features
The balance will depend on what is most credible and likely to interest journalists.
Do I need professional photography?
It depends on the campaign.
Strong images can significantly increase opportunities for products, interiors, travel, food, lifestyle, consumer brands and visual founder stories.
Expert-commentary campaigns may rely less heavily on imagery, although a professional headshot is still useful.
Clients may choose to arrange photography or provide additional assets where these would strengthen the campaign. These are not additional fees paid to Fair Public Relations.
Reviews
Product launches
Trend-led shopping coverage
Founder commentary connected to the product category
Trend analysis
Case studies
Local or national interest
Commentary connected to a wider issue
Suitability and Eligibility
Is Fair Public Relations suitable for small businesses?
Yes.
Fair Public Relations was designed to make experienced, journalist-led PR more accessible to credible small businesses and growing brands that may not have the budget for a traditional agency retainer.
PR may work particularly well where the business has:
Useful expertise
A credible founder
A distinctive product or service
Strong customer insight
An interesting story
Business news
A local or national angle
A clear reason for the media to care
Not every small business is PR-ready, and we will be honest where we do not believe there is enough media potential.
Is Fair Public Relations suitable for consultants and coaches?
Yes, where there is clear expertise and a credible point of view.
Consultants, executive coaches, life coaches and business coaches may be suitable for expert commentary, thought leadership, practical advice and founder-led PR.
The strongest campaigns normally have a defined area of expertise, audience, specialism or perspective.
Broad, generic positioning can be difficult to pitch, so we may recommend narrowing the subjects you want to become known for.
Is Fair Public Relations suitable for medical experts?
Yes, in many cases.
Doctors, clinicians and qualified medical specialists can be valuable media sources because journalists regularly need credible voices to explain health, wellness and patient-facing subjects.
Medical PR must be handled carefully and accurately. We avoid sensational claims, unsupported treatments and commentary outside the expert’s qualifications or professional scope.
Is Fair Public Relations suitable for property, home and interior experts?
Yes.
Property specialists, interior designers, architects, home service professionals and interiors experts can be strong PR candidates when they have useful advice, trend commentary, professional insight or visually compelling projects.
Campaigns may include:
Expert commentary
Seasonal advice
Home and lifestyle features
Property market insight
Interior design trends
Project-led stories
Founder visibility
Is Fair Public Relations suitable for finance experts?
Yes, where the campaign can be handled responsibly.
Accountants, mortgage advisers, financial planners, financial educators and money specialists may be suitable when they have credible expertise and useful commentary.
We focus on responsible, educational insight and avoid investment promises, exaggerated financial claims and unsuitable regulated-product promotion.
Is there any eligibility criteria?
Yes. Clients need to be reasonably PR-ready.
This normally means having:
A credible website or online presence
A genuine founder, expert, product, service or story angle
Suitable professional experience or evidence
Openness to different media approaches
Availability to provide information and approval
Realistic expectations
A willingness to collaborate
Most clients should be able to spend around ten minutes a day responding to quick questions or approvals when needed, particularly when journalist deadlines are live.
We do not take on every business that enquires.
Are there industries you do not work with?
Yes.
To protect our credibility and journalist relationships, we do not normally support:
Smoking or vaping brands
CBD or cannabis brands
Gambling businesses
Adult content
Weapons
Political organisations or campaigns
Religious organisations
Multi-level marketing businesses
Some areas require case-by-case consideration, so we may decline other businesses where we believe the product, claim, regulation or reputational risk makes the campaign unsuitable.
Wealth-coaching or property-coaching programmes
Media outlets or publishing platforms
Artists, musicians or entertainment projects
Jewellery brands
Cryptocurrency schemes
Investment opportunities
Financial institutions
Starting and Onboarding
How do I get started?
The first step is to get in touch and tell us about:
Your business
Your founder or spokesperson
Your expertise
Your products or services
Your current visibility
Your goals
Any relevant stories or announcements
We will assess whether we believe there is a credible PR opportunity and whether Standard PR appears to be the right fit.
Where appropriate, we may arrange a call before recommending the next step.
Why do you ask fit-check questions?
We may ask a small number of questions about your industry, goals, timing and budget before moving forward.
This helps us establish whether Standard PR is likely to be suitable and avoids wasting your time where there is an obvious mismatch.
If we do not believe we can help, we would rather say so at the beginning.
How long does onboarding take?
Onboarding usually begins shortly after sign-up and payment.
We collect information about:
Your business
Founder or expert background
Products and services
Expertise
Credibility
The team then starts developing the positioning, media profiles, campaign angles and initial outreach materials.
Who works on my campaign?
Your campaign is supported by a dedicated team headed by Jordan Baker.
The team helps shape strategy, develop angles, prepare media materials, pitch journalists, respond to opportunities, monitor coverage and keep the campaign moving.
Senior support may also be added where founder positioning, authority strategy, interview-led storytelling or specialist editorial judgement would strengthen the campaign.
How does communication work?
Clients have a WhatsApp group with Jordan and the wider team for responsive day-to-day communication.
You will also have access to a client portal where you can see:
Campaign activity
Pitching
Journalist opportunities
Coverage
Article links
Requests requiring your input
Updates and next steps
We find WhatsApp particularly useful when journalist deadlines are short or approvals are needed quickly.
What reporting will I receive?
Clients receive:
Fortnightly progress updates
Monthly account calls
Press monitoring
Coverage notifications
Client portal access
Ongoing communication through WhatsApp
We report honestly on what has been pitched, what journalists are responding to, what has been published and where the strongest momentum appears to be developing.
How involved do I need to be?
We handle the strategy, writing, pitching, outreach and follow-up.
You provide:
Accurate information
Professional insight
Approvals
Images and supporting assets
Product samples where relevant
Customer or story access where relevant
Prompt responses when journalists have deadlines
Most clients only need to contribute in short bursts, but responsiveness can make a substantial difference.
Do I need writing or PR experience?
No.
Our team handles the writing, media pitching and follow-up.
You only need to provide the genuine knowledge, facts, experience and approval required to make the campaign accurate.
Can I approve materials before they are sent?
Yes.
Standard PR is collaborative, and clients can approve key messaging, press releases, stories and planned comments.
For very time-sensitive journalist opportunities, quick approval may be necessary. We aim to balance accuracy and client oversight with the need to meet editorial deadlines.
Are there any additional costs?
There are no hidden agency or media-placement fees.
The monthly fee covers the agreed PR strategy, positioning, content creation, pitching, reporting and account management.
Clients may choose to pay separately for their own:
Photography
Product samples
Shipping
Additional creative assets
Events
Specialist research
Those are external campaign expenses, not additional fees charged by Fair Public Relations.
Who owns the content created for my campaign?
Press releases, media pitches and supporting PR materials created by Fair Public Relations remain the agency’s intellectual property unless otherwise agreed in writing.
Clients can share, reference and promote published media coverage secured through their campaign as part of their wider marketing.
Media goals
Existing assets
Photography
Customer or founder stories
Business news
Coverage, Results and Expectations
Do you guarantee press coverage?
No.
Earned editorial coverage cannot be guaranteed because journalists, writers and editors independently decide what they publish.
No reputable PR agency can promise coverage in a particular title or guarantee that every pitch will result in an article.
What we provide is consistent campaign activity, experienced PR judgement, carefully developed angles, relevant pitching, clear communication and ongoing management.
Can you guarantee coverage in a particular publication?
No.
We can identify publications and journalists that appear relevant, but we cannot control their editorial decisions, deadlines, priorities or interest.
We will not promise publications simply to secure a client.
How long does PR take to work?
PR takes time to develop.
Some campaigns secure opportunities during the first few weeks. Others require several rounds of testing, positioning and pitching before meaningful momentum develops.
For many suitable campaigns, the first three to six months are used to:
Establish positioning
Test story angles
Build journalist awareness
Respond to live opportunities
Learn which topics gain traction
Develop a stronger media footprint
PR should not be treated like instant advertising.
How many articles should I expect?
There is no guaranteed monthly number.
Some suitable campaigns may begin to produce approximately two to four pieces of coverage per month once momentum develops, but this is not a promise or fixed deliverable.
Results vary according to:
The client
Sector
Media relevance
Quality of the angle
Available assets
Journalist interest
News cycles
Responsiveness
Editorial timing
Some months may be busier than others.
What happens if journalists do not respond to an angle?
We assess the response, refine the positioning and test different approaches.
That may involve:
Changing the headline
Strengthening the advice
Narrowing the subject
Adding data or examples
Trying a different media audience
Developing a new seasonal hook
Shifting from product-led to expertise-led PR
Reworking the founder story
Responding to different opportunities
Part of PR is learning which parts of the client’s story or expertise the media is most likely to use.
How do you measure PR performance?
We track the activity and media outcomes we are directly responsible for, including:
Coverage secured
Publication names
Article links
Media mentions
Backlinks where naturally included
Journalist responses
Comments submitted
Pitches sent
Live media conversations
Topics and angles gaining traction
We also assess campaign momentum and the quality and relevance of the coverage.
Clients are usually best placed to track wider commercial outcomes such as enquiries, revenue, conversions and referral traffic through their own website analytics, CRM and sales process.
How will I know when coverage is published?
We provide press-monitoring notifications when coverage is identified.
Coverage is also added to your client portal, where you can view relevant articles, links and campaign updates.
Will every article include a backlink?
No.
The publication decides whether to include a link.
Many articles do include backlinks, but this is not guaranteed. A media mention without a backlink can still support credibility, brand recognition, founder authority and third-party validation.
Can PR help with SEO and search visibility?
PR can support search visibility by creating credible media mentions, brand references and links where publications choose to include them.
However, PR is not the same as SEO.
We cannot guarantee:
Google rankings
Backlinks
Website traffic
Search-engine visibility
Inclusion in AI-generated search results
Leads or conversions
Those outcomes depend on several factors outside the PR campaign.
Can PR help with AI search visibility?
Credible media coverage and consistent third-party mentions may strengthen the wider online footprint around a brand or expert.
That may support visibility across traditional and AI-assisted search experiences, but inclusion or ranking cannot be guaranteed.
Can PR generate sales or enquiries?
PR can strengthen the credibility and trust that support future sales conversations and enquiries.
However, earned media cannot guarantee:
Leads
Sales
Bookings
Investment
Partnerships
Revenue
PR works alongside your wider marketing, sales process, offer, website, reputation and customer journey.
What can PR realistically support?
A well-run campaign may help build:
Credibility
Founder visibility
Expert authority
Thought leadership
Search presence
Third-party validation
The value often builds through repeated, credible exposure rather than one isolated article.
Media proof points
Brand recognition
Podcast and interview opportunities
Stronger sales materials
Partnership confidence
Long-term trusted influence
Working With Fair Public Relations
Do you work internationally?
Yes.
We primarily support campaigns across the UK, US and Canada.
Some stories may also secure coverage elsewhere when there is sufficient international interest.
What kinds of media do you pitch?
Depending on the campaign, we may pitch:
National newspapers
Major online publications
Consumer magazines
Lifestyle media
Business publications
Trade titles
We focus on relevance rather than simply chasing the largest possible outlet.
What media contacts do you have?
Our team includes former journalists and experienced PR professionals who regularly pitch media across the UK, US and Canada.
We continue to build journalist relationships through ongoing outreach, useful stories, relevant commentary and reliable communication.
We do not sell access to a fixed journalist database. The campaign is based on identifying and approaching the contacts most relevant to each story.
Is there a minimum term?
Yes.
Standard PR begins with a three-month initial commitment.
After the initial term, the service continues month to month with one full billing cycle’s notice.
Can I cancel after the initial term?
Yes.
Once the initial three-month commitment has been completed, you can cancel by providing one full billing cycle’s notice in accordance with the service terms.
Is PR suitable for a business that only wants backlinks?
Probably not.
Backlinks can be a useful benefit of online coverage, but Standard PR is designed to build wider credibility, authority, visibility and media momentum.
We cannot guarantee links, anchor text, domain authority or SEO outcomes.
A business interested only in guaranteed links may be better suited to a specialist SEO or digital-publication service.
What happens if Fair Public Relations does not think it can help?
We will tell you.
We do not take on every enquiry. Where we do not believe there is enough credibility, media potential or alignment with our service, we would rather be honest than accept payment for a campaign we do not believe is likely to be suitable.
Regional press
Specialist publications
Podcasts
Broadcast opportunities
Trusted niche websites
Still Have Questions?
Get in touch and tell us about your business, founder or spokesperson, expertise, products, services, stories and goals.
We will review the opportunity and give you an honest view of whether Standard PR appears to be a strong fit and which campaign directions may be realistic.