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 Jeffries Shares Insight on Pathological Demand Avoidance in The Daily Mail UK

14 Oct

Written By Jordan Baker

Sarah Jeffries of Paediatric First Aid on pathological demand avoidance in The Daily Mail UK

Article Headline: "Just like Harry Judd, my child has Pathological Demand Avoidance. It's not bad parenting. It's a real condition and this is what it's really like"

Subject: Sarah Jeffries

Brand: Paediatric First Aid

Journalist: Maria Chiorando

Publication: The Daily Mail UK

Published Date: 14/10/2025

Topic: Pathological demand avoidance

Coverage Summary: Sarah Jeffries of Paediatric First Aid contributed expert commentary to an article in The Daily Mail UK about pathological demand avoidance. The piece explored the subject in a family and parenting context, with Jeffries included as an expert source. Her contribution added informed context to the wider article around neurodivergence, helping explain the topic for a mainstream readership.

This article is one example of how specialist parenting commentary can support parenting and family PR in national consumer media.

Read the article

Neurodivergence

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 Jeffries Shares Insight on Pathological Demand Avoidance in The Daily Mail UK

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