What do you mean by media coverage?

Media coverage can take different forms depending on the journalist, publication and story. It may include expert commentary within a wider article, interviews, founder or business mentions, product or service inclusion, real-life stories, contributed expertise or more substantial dedicated features. We describe these collectively as earned media coverage and do not suggest that every published article is a dedicated feature about the client.

Is every piece of media coverage a dedicated feature?

No. Some opportunities result in a substantial feature or interview about a client, while others may involve an expert contributing a quote or several paragraphs to a wider article. Both can be valuable. Regular expert commentary, for example, can help establish someone as a credible source within their field, while dedicated features can provide an opportunity to tell a broader business, founder or personal story.

Is the coverage on this page paid for?

No. The media coverage shown here is earned editorial coverage secured through PR activity rather than advertising or paid-for placement. Journalists and publications retain editorial control over whether something is published, how a contribution is used and the final format of the article.

Do you guarantee media coverage?

No. Fair PR does not guarantee publication, specific titles or a particular number of articles. We develop campaigns, identify relevant opportunities and pitch journalists, but editorial decisions ultimately sit with the publication. We believe being clear about that is an important part of providing fair and responsible PR.

Will every article include a backlink?

No. Some publications link to the businesses or experts they mention and others do not. This is normally determined by the publication's editorial policy and cannot be guaranteed by a PR agency. A media mention can still contribute to visibility, credibility and authority even when an article does not contain a backlink.

Why can similar coverage appear in more than one publication?

Articles are sometimes syndicated, republished or adapted across publications within the same media group or by other publishers. Where this happens, we count the resulting published articles as individual pieces of media coverage because each is a separate published URL and audience opportunity. We do not suggest that syndicated articles represent separate journalist pitches or independent editorial stories where they do not.

What types of media coverage does Fair PR secure?

Our campaigns can generate expert commentary, founder interviews, business stories, product and service inclusion, thought leadership, real-life stories, consumer advice, news-led commentary and dedicated features. The appropriate approach depends on the client, their expertise, their story and what journalists are looking for.

Does media coverage guarantee more traffic, sales or better search rankings?

No. Media coverage can support visibility, reputation, authority, brand recognition and online presence, but we do not guarantee increases in traffic, rankings, enquiries or sales. Where a case study includes a measurable commercial or SEO-related outcome, we explain what happened during the campaign without suggesting that PR was necessarily the sole cause.

Why do you publish a Media Coverage database?

We believe prospective clients should be able to see examples of the work behind our claims. Our Media Coverage database provides a searchable record of published articles secured for clients across different industries, areas of expertise and types of PR campaign. It also helps demonstrate the variety of ways earned media can work in practice, from a short expert contribution within a larger article to a substantial standalone feature.

Sarah Oliver Shares Parenting Insight in The Sun UK

15 Oct

Written By Jordan Baker

Sarah Oliver of Cradle & Tonic on parenting habits and social perception in The Sun UK

Article Headline: "The 4 parenting habits that exposes you as lower middle class, and you’re doing it VERY publicly"

Subject: Sarah Oliver

Brand: Cradle & Tonic

Journalist: Becky Pemberton

Publication: The Sun UK

Published Date: 15/10/2025

Topic: Parenting habits and social perception

Coverage Summary: Sarah Oliver of Cradle & Tonic contributed expert commentary to an article in The Sun UK examining how a particular parenting habit is perceived in social and class terms. Published on 15 October 2025 and written by Becky Pemberton, the piece uses Sarah Oliver's perspective within a wider consumer-facing discussion about parenting behaviour and public perceptions. Her inclusion positions Cradle & Tonic within a topical conversation around parenting, family life and the way everyday habits are judged or interpreted.

This article is one example of how expert commentary can support parenting and family PR in consumer-facing media.

Read the article

Parenting (children & teens & young adults)

Jordan Baker

Jordan Baker is the founder of Fair Public Relations. A former journalist with more than a decade of PR experience, he has worked with over 3,000 brands and high-profile names across the UK and US, including Amazon, Jameson and Britney Spears.

Sarah Oliver Shares Parenting Insight in The Sun UK

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