logical
My guess (and I work in PR but a very different area to these lowlife scum) is that the PR women/media agent has arranged for a photographer to come and take that photo, plus lots of others
She then calls the Fail, Sun, and probably a stack of other magazines and websites, and says 'I've got photos to accompany the Charlie Gard story for sale' and might even throw in a few quotes from the family to make it a juicy story
The reporters and picture desk will then decide how badly they want to run the story, and either buy the photos from FeatureWorld, or possibly even negotiate to pay extra and get the exclusive rights to be the only ones who are allowed to use the photos
Every photo with (C) FeatureWorld on it will be staged to a degree, and taken by their own photographer who lets FeatureWorld retain copyright and therefore pay per use
Looking at some of the pics used early on in the reporting, they are attributed to PA (the Press Association) so my guess would be this FeatureWorld leech spotted that the press were taking enough of an interest to send their photographers to the hospital to get pics to cover the story, so contacted the family and offered to represent them and get money for their story and photos.
That will have been the tipping point for them going to the press to raise awareness of the case and money for treatment, to making actual cash for themselves by keeping the story on the front pages.
I know there are other MN PRs so would be interested to get their take on it also