Media relations

Orla Kiely’s arrival at Dovecot Studios in Edinburgh, advances in heart stent technology, oil finds in the North Sea and a national honey survey: these are just some of the stories that Sarah has created hundreds of pieces of coverage for.

Sarah has placed clients in the Guardian, Times, Elle, Mail Online, Scotsman, Herald, Courier, BBC, STV, Reuters and outlets across the globe.

She knows how to create a media package with impact, when it’s time for an exclusive or a trade industry feature, and when carefully-commissioned photography will make the difference.



McDaid PR regularly provides copywriting services for clients, whether for award entries, annual reports, websites or marketing material.

Sarah is known for producing engaging copy that gets straight to the point while highlighting what makes an organisation or an achievement special or award-worthy.


Social media strategy

McDaid PR provides training and social media strategy sessions for clients - but we firmly believe in building this capacity inhouse. Sarah can advise on which channels to focus on, how to increase your following, creative tactics that will ramp up your presence and how to avoid any social media mishaps.


Events & launches

A former conference producer, Sarah knows the importance of detail when it comes to event organisation.

Sarah has organised events for a range of clients. Most recently she worked with the Iona Community to organise a lunch with HRH The Princess Royal, involved with all aspects of the event from the design of invitations, menu selection, AV requirements and guest grouping.

She has launched a single malt in a cosy, stylish bar with Scotland’s top whisky influencers, hosted 150 people in a Waitrose the night before it opened and taken sceptical villagers on a tour of a wind farm.

Whether you are launching a new product, need stakeholders to understand your organisation better through a visit or have a royal luncheon planned, Sarah can ensure your event is appropriately styled, organised and executed.


Video production

McDaid PR offers the full range of video production services, from concept design and scriptwriting to location scouting,filming and editing. We can create videos that are fit for social media, websites, conference settings and more.