Media relations

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.

Sarah advises clients on when and how to go public for maximum effect, whether it’s a product launch, new research finding or call to action.

She has extensive media contacts across Scotland and the UK, and regularly works with global trade press.



McDaid PR regularly provides copywriting services for award entries, annual reports, websites and marketing materials.

Sarah produces 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 or have a royal luncheon planned, Sarah can ensure your event is appropriately styled, organised and executed.


Video production

McDaid PR works with trusted partners to offer 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.