Meet the Team

Jordan Baker is the founder of Fair Public Relations and has worked in PR for more than a decade.

His career has included working with internationally recognised brands and public figures such as Britney Spears, Dolce & Gabbana, Jameson Whiskey, Amazon and Anytime Fitness. He has also worked as a PR Officer at the House of Commons.

Jordan has been featured in national media including The Times, the BBC and the Daily Mail.

He leads the agency’s overall strategy, positioning and growth, helping clients identify the stories, expertise and commercial opportunities most likely to translate into credible media coverage.

His experience gives him a strong understanding of what businesses want to communicate, what journalists need and how PR can be used to build long-term visibility, credibility and trusted influence.

Riley Gardiner is Head of PR at Fair Public Relations and has almost a decade of experience in PR.

He oversees the agency’s day-to-day campaign delivery and works closely with clients and the wider team to keep campaigns moving, coordinate journalist opportunities and ensure communication remains clear and responsive.

Riley plays a central role in managing client relationships, preparing clients for media opportunities and making sure journalists receive the comments, information and assets they need.

He is also often the reassuring voice before an interview, helping clients understand what to expect and feel more confident speaking to the media.

Alfie Browne is Head of Content at Fair Public Relations and has seven years of content and editorial experience.

He manages the agency’s writing teams and oversees end-to-end editorial delivery across client campaigns.

Alfie specialises in translating complex subject-matter expertise into clear, engaging and media-ready content. He helps turn client knowledge, opinions, data and experience into compelling press releases, expert commentary, thought leadership and campaign ideas.

He also establishes editorial processes, maintains quality across a high volume of work and works closely with senior stakeholders to ensure every piece reflects the client’s voice, expertise and positioning.

Lucy Dartford is an experienced PR consultant specialising in fashion, beauty, health, wellness and lifestyle.

After being headhunted by a City of London PR agency straight from university, Lucy went on to work in-house for a high-profile beauty brand before founding her own specialist agency in 2012.

Her career has been built through reputation, word of mouth and personal referrals. She has developed strong relationships with journalists, agents, bloggers and influential media professionals and has worked with both established and emerging brands.

At Fair Public Relations, Lucy supports clients with brand clarity, positioning and strategic campaign development. She helps identify what makes a founder, expert or business genuinely distinctive and how that can be translated into stronger messaging, campaign ideas and media opportunities.

Her approach combines commercial thinking, creativity and a strong understanding of the consumer and lifestyle media landscape.

Emma Elms is an established journalist and editor with more than 25 years of experience.

She has worked with national publications including The Telegraph and the Daily Mail and has extensive experience identifying, interviewing and developing compelling human-interest stories.

For real-life story campaigns, Emma interviews clients and contributors to draw out the strongest emotional angle, useful detail and wider media relevance.

Her experience helps people feel comfortable discussing personal or sensitive subjects while ensuring the resulting story is clear, credible and suitable for journalist-led outreach.

Emma’s involvement gives clients the benefit of being interviewed by someone who understands how national journalists assess real-life stories and what makes an experience resonate with readers.

Chloe Butterick provides PR and account support across Fair Public Relations campaigns.

She is an experienced PR professional with a background in the financial services industry and wider marketing environments.

Her skills include media relations, copywriting, account management, lead generation and email marketing. She also holds a degree in PR and advertising.

Chloe supports the team with campaign coordination, journalist outreach, content and client communication, helping ensure that opportunities are handled carefully and efficiently.

Her combination of PR knowledge, organisational ability and account experience makes her a valuable part of the agency’s day-to-day delivery.

Hershey Tan supports the operational and administrative side of client accounts.

She holds a Bachelor of Science in Psychology and a postgraduate certificate in Human Resources Management from Centennial College in Toronto.

Hershey has a background in human resources, administration and departmental management, with experience coordinating recruitment, onboarding, training, employee relations, payroll, finance and business operations.

Before joining Fair Public Relations, she progressed from Human Resources Officer to Department Manager, overseeing HR, administration, inventory and finance functions while coordinating with teams across the organisation.

At Fair Public Relations, she helps keep accounts organised, supports internal processes and assists the wider team with the practical coordination required to deliver responsive client service.

Her attention to detail, communication skills and ability to manage multiple responsibilities help keep information accurate, organised and accessible.

Fair Public Relations works with a wider team of experienced writers, many of whom are current or former journalists.

Our writers support the development of press releases, expert commentary, thought leadership, founder stories, real-life stories, business news and other media-ready content.

Their journalistic backgrounds help them understand how editors assess a story, what makes an angle timely and relevant and how to communicate complex information clearly without losing the client’s voice or expertise.

The writing team works under Alfie Browne’s direction, with clear editorial processes and quality control across every campaign.

Writers are matched to assignments based on their experience, subject knowledge and the type of content being developed. This allows us to maintain a consistent volume of high-quality work while ensuring each piece is appropriate for the client and the intended media audience.