Our Approach
Consumer PR That Starts With What Journalists Actually Need
Good PR does not start with what a business wants to say.
It starts with what a journalist, editor or audience has a reason to care about.
That is the difference between PR that gets ignored and PR that earns coverage.
Fair Public Relations is a founder-led, journalist-led boutique PR agency specialising in PR for consumer-facing brands, founders and credible experts.
We help businesses turn their expertise, products, services, founder stories, customer experiences and company news into credible media opportunities that journalists can genuinely use.
Our approach is built around a simple principle: effective B2C PR must work for three audiences at the same time.
It must make editorial sense to the journalist.
It must be interesting or useful to the publication’s audience.
And it must support the commercial goals of the business behind it.
Our role is to find the strongest point of connection between all three.
PR Built for Consumer-Facing Businesses
Consumer PR is not limited to physical products.
We work with businesses that sell products, services, expertise and experiences directly to individuals and households.
That includes businesses across areas such as:
travel and hospitality
beauty and skincare
health and wellness
parenting and family
personal finance
property
Some clients need product coverage.
Others need to build trust around a service that people may carefully research before making an enquiry.
Some need their founder or expert to become a recognisable authority.
Others have customer stories, personal experiences or company news that can create a stronger human connection with their audience.
Most successful campaigns combine several of these routes over time.
home and interiors
food and lifestyle
consumer technology
professional and personal services
coaches, consultants and credible experts
founder-led consumer brands
Journalists Do Not Think Like Marketers
Journalists do not publish something simply because a brand wants attention.
They publish stories, advice, opinions, products, services, experiences and insights that are relevant to their readers and fit their editorial plans.
Most media decisions come down to a few practical questions:
Is this relevant to my audience?
Is it useful, interesting or timely?
Is the person or business credible?
Does this offer something new?
Can I use it quickly and confidently?
Does it fit the feature or story I am already working on?
Is it too promotional?
Rather than fighting that reality, we work with it.
We shape each campaign around the subjects journalists are already covering, the audiences they serve and the editorial formats they regularly use.
That might mean simplifying an overly technical idea, finding a stronger consumer angle, connecting an expert’s knowledge to a wider trend or steering a client away from a message that feels too promotional.
Good PR is not about forcing an advert into editorial space.
It is about finding the overlap between what your business needs and what the media genuinely wants.
PR Has Changed
PR was once difficult to connect to measurable business activity.
It was often discussed only in terms of awareness and reputation. Those things remain important, but modern earned media can contribute much more.
A strong consumer PR campaign can support:
visibility among audiences that may buy from you
credibility through independent media coverage
trust before a prospective customer enquires
expert authority and thought leadership
founder visibility
clearer brand positioning
product and service discovery
natural search visibility
editorial mentions and backlinks where publications include them
visibility within AI-assisted search and research
stronger sales conversations
customer confidence
long-term recognition and media momentum
Credibility is not an abstract benefit.
It affects what people find when they search for you, how they compare you with competitors and how confident they feel about choosing your business.
That is why we treat PR as a commercially useful part of your wider visibility and trust strategy, rather than simply a brand exercise.
The Main Ways We Build Media Momentum
Our Standard PR service combines several complementary strategies.
The exact balance depends on your business, your audience, the strength of your available stories and the opportunities most relevant to your goals.
Sharing Expertise and Thought Leadership
Expert-led PR positions a founder, spokesperson or subject-matter expert as a credible voice journalists can quote, interview and feature.
This can include:
expert commentary
practical consumer advice
trend analysis
thought leadership
founder insight
interviews
This route works particularly well for consumer-facing experts and service businesses where trust is central to the buying decision.
It can support therapists, finance experts, property specialists, health and wellness professionals, consultants, coaches, designers, travel specialists and founders with genuine knowledge or experience to share.
Repeated media contributions can help establish what you are known for while giving prospective customers independent evidence of your credibility.
Building Founder Visibility
People often connect with the individuals behind a business before they connect with the business itself.
Founder PR can focus on:
why the business was created
the founder’s personal or professional journey
a distinctive point of view
lessons from building the company
the problem the brand is trying to solve
the founder’s mission or values
overcoming setbacks or challenges
wider industry commentary
entrepreneurship and leadership
The objective is not to turn every founder into a celebrity.
It is to make the people, purpose and thinking behind the business more visible and memorable.
For founder-led consumer brands, this can create a stronger emotional connection and help distinguish the business from less personal competitors.
Promoting Consumer Products
Product PR is about helping relevant journalists and editors discover products their audiences may genuinely want to know about.
Opportunities can include:
product roundups
shopping features
gift guides
buying guides
product reviews
Product coverage depends on more than the existence of the product.
Journalists may consider:
what makes it distinctive
whether it is relevant to their audience
its price and availability
the quality of the photography
seasonal timing
current consumer trends
whether samples are available
whether it solves a recognisable problem
whether there is an interesting founder or brand story behind it
Our role is to identify the strongest editorial routes and position the product in a way that makes sense for the publication and its readers.
Promoting Consumer Services and Experiences
Services can also earn consumer media coverage, but they require a clear editorial angle.
We may build coverage around:
the problem the service addresses
practical advice connected to the service
relevant consumer trends
customer experiences
founder expertise
seasonal demand
new or unusual approaches
location-based recommendations
consumer behaviour
useful statistics or insights
This is especially important for services that customers research carefully before purchasing.
Earned media can help a prospective customer understand what the business does, recognise the expertise behind it and feel more confident taking the next step.
Telling Human and Real-Life Stories
Some of the strongest consumer PR comes from the human side of a business.
Potential stories might include:
founder journeys
personal turning points
customer experiences
health or wellbeing journeys
family experiences
Story-led PR works because people remember people.
For real-life stories, clients are interviewed by Emma Elms, an established journalist and editor with more than 25 years’ experience working with publications such as The Telegraph and The Daily Mail.
Emma helps draw out the strongest human angle, useful detail and media relevance before we shape the story for journalist-led outreach.
This ensures personal stories are handled with editorial judgement, sensitivity and care.
Using Customer Stories
Customer stories can demonstrate the real-world value of a business more effectively than promotional claims.
They may show:
how a product or service helped someone
an unusual customer experience
a transformation or outcome
a broader consumer problem
the human impact of the business
an experience linked to a current media conversation
Not every testimonial will become a media story.
The strongest customer stories usually contain a clear human journey, meaningful detail and relevance beyond the brand itself.
Where suitable stories exist, we help assess their potential, interview the relevant people and develop an angle that works editorially.
Announcing Business News
Business developments can become PR opportunities when they have a genuine reason to matter.
That might include:
launches
new products or services
significant milestones
expansions
new locations
partnerships
Not every company update is automatically newsworthy.
Our job is to identify the part journalists may care about and shape the announcement accordingly.
Sometimes the strongest route will be business or trade media.
Sometimes it will be a local story.
Sometimes the news needs to connect to a wider consumer trend, founder journey or industry issue.
Good announcement PR is rarely just about what happened.
It is about why it matters.
opinion-led features
seasonal advice
reactive journalist requests
explanations of complicated consumer issues
myth-busting commentary
seasonal features
trend-led articles
launches
expert recommendations
beauty, food, travel, home or lifestyle features
unusual lifestyles
challenges overcome
personal transformations
mission-led stories
experiences that connect to a wider social trend
appointments
funding
awards
research
new campaigns
changes in consumer demand
Strategic Positioning Comes First
Strong PR begins before the first pitch is sent.
Every Standard PR campaign includes journalist-led strategic thinking, media positioning, angle development and a Founder & Authority Positioning Session.
We consider:
who your customers are
what those customers need to trust
what makes your business credible
what differentiates you
what your founder or experts should be known for
which consumer topics you can credibly contribute to
which products, services or stories have the strongest media potential
what evidence supports your claims
what journalists are likely to find useful
which messages feel too promotional
which broader trends your business can legitimately connect with
what information or assets will strengthen the campaign
This helps us create a clear foundation rather than relying on disconnected pitches.
The aim is to shape the authority first, then earn the media visibility that helps validate it.
How This Becomes Real Coverage
Once the strategy is clear, we develop campaign profiles around the parts of your business we may promote.
These can include:
expert profiles
founder profiles
product profiles
service profiles
real-life story profiles
These profiles help us collect the information needed to respond to media opportunities quickly and accurately.
They may contain:
biographies
credentials
experience
key opinions
product information
prices
availability
photographs
We then use this information to produce journalist pitches, press releases, commentary, story summaries, thought leadership angles and other relevant media materials.
Some activity is proactive. We develop ideas and pitch them directly.
Some activity is reactive. We respond when journalists are actively looking for experts, products, services, experiences, founders or real people to contribute.
The strongest campaigns usually use both.
customer story profiles
business news profiles
thought leadership themes
authority positioning profiles
links
customer details
story background
key messages
sensitive subjects
topics to avoid
supporting evidence
media rooms
Broad and Specific Angles Both Matter
A consumer PR campaign usually benefits from a mixture of broad and highly specific opportunities.
Broad angles can create faster momentum because they may be relevant to more journalists and more publications.
For example, a finance expert might provide commentary about household bills, mortgage trends or holiday spending.
A wellness founder might discuss sleep, workplace stress or seasonal health habits.
A home brand might contribute to decorating trends, cleaning advice or seasonal shopping features.
More specific angles can be slower, but they may reinforce the brand’s precise positioning more directly.
A company might therefore pursue accessible consumer commentary for regular visibility while also building deeper coverage around its particular product, service, methodology or mission.
Both approaches have value.
Our role is to balance them so that clients can build momentum without losing sight of what they ultimately want to become known for.
Clear, Visible and Human
PR can feel confusing when agencies make the process unnecessarily vague.
We want clients to understand:
what we are working on
why we are pursuing particular angles
what information we need
what has been pitched
where progress is being made
what journalists have requested
what may happen next
That is why our service includes:
structured onboarding
campaign profiles
media rooms
a client portal
WhatsApp communication
Clients should not be left wondering whether any work is taking place.
The process is organised, but it remains human.
Our team handles the thinking, writing, shaping, pitching, following up and relationship-building.
Systems help us stay organised and responsive. They do not replace editorial judgement or genuine media relationships.
regular progress updates
monthly account calls
press monitoring
clear reporting
Why Our Process Works
Fair Public Relations was established in London on 10 August 2015.
Since then, we have worked with more than 3,500 brands, organisations and public figures across the United Kingdom, United States and beyond.
Our New York office was established on 10 February 2017.
That experience helps us recognise:
when an idea is too promotional
when a story needs more detail
when a claim requires stronger evidence
when product imagery may prevent coverage
when a spokesperson needs clearer positioning
when an expert opinion needs a sharper point of view
when a personal story requires careful journalist-led development
when a broad consumer angle may create faster momentum
when a niche angle may offer deeper long-term value
how journalists are likely to respond
This allows us to work efficiently without turning campaigns into generic templates.
We are organised because the media moves quickly.
Journalists work to deadlines. A request for commentary, imagery, an interview or product information may need to be handled within hours.
Strong campaign foundations make it easier to take advantage of those opportunities when they arise.
A Different Kind of PR Agency
Traditional PR agencies often operate through expensive retainers, complex account structures and long agreements.
That model may be appropriate for large organisations requiring corporate communications, crisis management, public affairs or extensive senior consultancy.
Many consumer-facing businesses need something different.
They need:
experienced strategic input
consistent media activity
strong editorial ideas
access to journalists
clear communication
transparent reporting
a service that makes commercial sense
That is what Fair Public Relations was built to provide.
We are a founder-led, journalist-led boutique PR agency without the unnecessary agency theatre that can make professional PR feel inaccessible.
If an angle is unlikely to work, we will say so.
If a story needs reshaping, we will help reshape it.
If a broader approach offers a stronger opportunity, we will explain why.
If a more specific idea is worth pursuing as a longer-term route, we will build that into the strategy.
Our job is not to agree that every idea is newsworthy.
Our job is to give clients an honest, experienced assessment and find the strongest credible route into the media.
How to Get the Best Results From PR
PR works best as a partnership.
Clients do not need to manage the campaign themselves, but their input remains important.
The strongest campaigns usually involve clients who:
respond promptly when information is needed
provide strong images and supporting materials
share useful information early
approve content quickly
communicate sensitive or restricted subjects clearly
remain open to broader media angles
understand that earned media develops over time
share genuine opinions and expertise
make time for interviews where appropriate
stay realistic about what journalists will use
We handle the strategy, writing, pitching, follow-up and media coordination.
The client provides the genuine expertise, experiences, product information, story detail and approvals that give the campaign its substance.
When both sides contribute effectively, PR becomes much easier to sustain.
What We Believe
We believe PR should be honest, useful and commercially sensible.
We do not believe every business update is automatically newsworthy.
We do not believe in making PR feel more complicated than it needs to be.
We do not believe in vague activity reports.
We do not believe in paid placements presented as independent earned media.
We do not believe in using AI to manufacture expertise, invent authority or produce generic commentary in a client’s name.
We believe in:
strong editorial angles
relevant consumer stories
clear communication
genuine expertise
credible thought leadership
useful products and services
That is our approach.
No unnecessary theatre.
No pretending PR is magic.
Just organised, journalist-led consumer PR designed to help the right businesses become easier to find, trust, remember and choose.
carefully selected journalists
consistent outreach
honest expectations
earned media coverage
commercially useful PR
trusted influence
How We Use AI Responsibly
AI is changing marketing, search and communications, but it does not change what journalists need.
Journalists still require credible sources, original insight, accurate information, relevant stories, thoughtful commentary and contributions that sound like they came from real people with genuine experience.
We do not use AI to manufacture expertise.
We do not use it to invent quotations, create false authority or replace the knowledge and opinions of our clients.
AI may support behind-the-scenes tasks such as organisation, editing, research summaries, idea exploration and clarity checking.
The judgement still comes from people.
Our team handles the strategy, writing, shaping, pitching and relationship-building.
Our clients provide the expertise, products, services, stories and experiences that give the work substance.
This distinction matters because PR is built on trust.
In a media landscape increasingly crowded with generic and automated content, genuine expertise, credible stories and human judgement are becoming more valuable, not less.
Still Have Questions? We’ve Got You
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We primarily work with established and growing consumer-facing brands, founders and credible experts.
That includes businesses across travel, hospitality, beauty and skincare, health and wellness, parenting, personal finance, property, home and interiors, food and drink, lifestyle, consumer technology, professional services and many other B2C sectors.
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No.
We work with both consumer products and consumer services. We also support founders, consultants, coaches and subject-matter experts whose reputation, expertise and personal visibility play an important role in attracting customers.
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Our Standard PR service can include:
Expert commentary
Thought leadership
Founder visibility
Product PR
Service PR
Real-life stories
Customer stories
Business news
The exact mix depends on your business, your objectives and the media opportunities most likely to help you build visibility, credibility and trusted influence.
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Everything starts with what journalists and their audiences are likely to care about.
We assess your expertise, products, services, founder story, customer experiences, announcements and wider business before developing media angles that support both your commercial goals and journalists' editorial needs.
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No.
No reputable PR agency can guarantee earned editorial coverage because the final decision always sits with the journalist or editor.
What we do guarantee is honest advice, experienced strategic thinking, journalist-led outreach and consistent activity designed to create the strongest possible opportunities.
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Not necessarily.
Some of the strongest media opportunities come from broader consumer topics where your founder or expert can offer useful insight.
Those opportunities help build credibility and media momentum, while more specific product, service or business stories reinforce what you want to become known for over the longer term.
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Yes.
Founder visibility and expert positioning form an important part of many campaigns.
We can position founders and subject-matter experts through commentary, interviews, thought leadership, opinion pieces, practical advice, trend analysis and founder stories to help build trust and authority within their industry.
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Yes.
We regularly pitch products for opportunities including:
Product roundups
Buying guides
Gift guides
Reviews
Seasonal features
Trend articles
Recommendations
Launch coverage
Strong imagery, clear pricing, availability and product samples can all improve editorial opportunities.
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Yes.
Service PR often focuses on the problem the service solves, the expertise behind it, useful consumer advice, customer experiences and wider trends that make the service relevant to journalists and their audiences.
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Yes.
Real-life stories are developed with Emma Elms, an established journalist and editor with more than 25 years' experience working with publications including The Telegraph and The Daily Mail.
She interviews clients to uncover the strongest human angle before the story is prepared for journalist-led outreach.
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PR usually builds momentum over time rather than delivering every result immediately.
Some reactive opportunities can happen quickly, while founder positioning, thought leadership and highly targeted media campaigns often develop over several months.
Consistent activity generally produces stronger long-term results than isolated campaigns.
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We'll manage the strategy, writing, pitching, follow-up and media coordination.
We'll occasionally need your input for approvals, interviews, images, product information or additional detail. Responding promptly helps us make the most of journalist deadlines and media opportunities.
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We aim to keep communication straightforward and responsive.
We use WhatsApp and email for day-to-day communication, making it quick and easy to answer questions, approve content, provide additional information or respond to journalists working to tight deadlines.
You'll also receive structured onboarding, regular progress updates, monthly account calls, press monitoring and access to your client portal, where you can follow campaign activity and coverage.
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Fair Public Relations was established in London on 10 August 2015.
Our London office is located at:
66 Paul Street
London EC2A 4NA
United KingdomOur New York office was established on 10 February 2017 and is located at:
224 W 35th St, Ste 500 #183
New York, NY 10001
United StatesWe also support clients throughout Canada.
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We're a founder-led, journalist-led boutique PR agency.
Our approach combines editorial thinking, senior strategic guidance, transparent communication and organised campaign delivery.
Rather than simply sending press releases, we help businesses identify what they should become known for, shape stronger media angles and earn meaningful coverage that helps them become easier to find, trust, remember and choose.
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.
Ready to Start?
Fair Public Relations works with established and growing consumer-facing brands, founders and credible experts who want to build visibility, authority and trusted influence through earned media.
Tell us about your business, audience, expertise, founder story, product, service, customer experience or company news, and we will let you know whether Standard PR is likely to be the right fit.