Meet the Team
The People Behind Fair Public Relations
Fair Public Relations is a boutique, journalist-led PR agency built around experienced people, direct communication and thoughtful campaign delivery.
Our team brings together PR strategy, media relations, journalism, editorial content, account management and operational support. We work collaboratively across every account, combining senior oversight with the day-to-day organisation needed to keep campaigns moving.
Clients are not passed through layers of account executives. They have access to the people shaping their strategy, developing their stories, writing their content and managing journalist opportunities.
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Jordan Baker, Founder
Jordan Baker is the founder of Fair Public Relations, a former journalist and PR professional with more than a decade of experience.
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 Fair PR’s strategy and works directly with clients to identify the stories, expertise and commercial opportunities most likely to translate into credible media coverage.
Fair PR is genuinely founder-led. Jordan is directly involved in client relationships, leads campaign strategy, joins account calls and is part of the client WhatsApp groups used for ongoing communication. He is supported by Fair PR’s specialist team across content, positioning, media opportunities and campaign delivery.
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.
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Lucy Dartford, PR Consultant
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.
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Alfie Browne, Head of Content
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.
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Emma Elms, Real-Life Stories Consultant
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.
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Chloe Butterick, PR Support
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.
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Hershey Tan, Account Assistant
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.
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Our Writing Team
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.
A Collaborative Approach
Although every team member has a defined area of responsibility, our accounts are collaborative.
Strategy, content, outreach and client communication are not handled in isolation. The team shares information, reviews campaign progress and brings in the right specialist when additional support would strengthen an opportunity.
That might mean:
Jordan refining the wider positioning or campaign direction
Riley coordinating a journalist request or preparing a client for an interview
Alfie managing the writing team and overseeing editorial quality
Lucy helping sharpen a founder or brand’s positioning
Emma interviewing someone for a real-life story
Chloe supporting outreach and campaign coordination
Hershey keeping the practical account details organised
one of our journalists or specialist writers developing media-ready content
This structure gives clients access to a broader range of experience without the cost or complexity of a large traditional agency.
Senior Support Without Agency Layers
Fair Public Relations has been designed to remain personal.
Clients communicate directly with the team through WhatsApp, email, account calls and their client portal. They can see what is being developed, respond to opportunities and ask questions without going through unnecessary layers of account management.
Our size allows us to remain responsive, while our systems help us manage campaigns consistently and professionally.
The Experience Behind Every Campaign
Strong PR requires more than writing a press release and sending it to a list.
It requires editorial judgement, clear positioning, strong content, reliable organisation, responsive communication and an understanding of how journalists work.
Our team brings those skills together to help clients build meaningful visibility and credibility through earned media.
Still Have Questions? We’ve Got You
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Jordan remains directly involved in client accounts and works closely with clients throughout the campaign. He leads strategy and joins account calls, while the wider Fair PR team supports campaign delivery across content, media opportunities, positioning and day-to-day account support.
The exact mix of team members involved may vary depending on your campaign and the opportunities being pursued.
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Yes. Clients communicate directly with the team through WhatsApp, email, account calls and the client portal.
We believe direct communication makes campaigns more efficient and helps clients feel informed throughout the process.
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Jordan works directly with clients and remains closely involved throughout the campaign. He leads campaign strategy, joins account calls and is part of the client WhatsApp group. The wider Fair PR team supports Jordan across content, media opportunities, positioning and campaign delivery.
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Content is led by Alfie Browne and produced with support from our wider writing team, many of whom are current or former journalists.
The team works from client interviews, onboarding information and subject-matter expertise to create content that accurately reflects the spokesperson’s voice and positioning.
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Riley and other members of the PR team help clients understand what the journalist is looking for, what questions may be asked and how to approach the conversation confidently.
For real-life stories, clients may also be interviewed by Emma Elms before the story is developed for outreach.
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Lucy supports clients with brand clarity, positioning and strategic campaign development.
Her role is particularly valuable when a client has strong expertise or a good business but needs help identifying what is most distinctive, commercially relevant or media-friendly about their story.
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Real-life stories are supported by Emma Elms, an experienced journalist and editor.
Emma conducts detailed interviews to identify the strongest human angle and gather the information needed to develop the story responsibly.
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Fair Public Relations works with a core team and a wider group of experienced writers and specialists.
Many members of our writing team are current or former journalists. Their work is managed and reviewed internally, with editorial oversight from Alfie and the wider senior team.
Want more detail?
You can read our full FAQs for more information on how we work, reporting, approvals, AI, media contacts and what to expect from earned coverage.
Work With Our Team
Fair Public Relations combines senior PR guidance, editorial experience, strong content and responsive account support.
Get in touch to tell us about your business, expertise, product or story. We will let you know honestly whether we believe there is a strong PR opportunity and whether our team is the right fit.