What reactive PR is
Reactive PR, sometimes called newsjacking, is the practice of responding quickly to news, data releases, policy announcements and industry developments with expert commentary that journalists can use. It puts your spokespeople into stories that are already being covered, in publications your audience reads, without waiting for your own news.
How our reactive desk works
- Monitoring. We track the news agenda, regulatory calendar and data releases relevant to your sector every working day.
- Drafting. When a relevant story breaks, we draft a short, quotable comment in your spokesperson’s voice within the hour.
- Sign-off. Pre-agreed approval processes mean comment can be cleared in minutes, not days.
- Distribution. Comment goes to the journalists covering the story, with a clear reason why your view adds to it.
- Follow-up. Where a comment lands, we look for interviews, features and bylines that extend it.
When it works
Reactive PR works best when your spokesperson has a clear view and the confidence to share it quickly. It is particularly effective in regulated markets such as financial services, where policy changes and economic data create a constant flow of opportunities, and in technology, where product launches and regulation move fast.
When it does not
Comment that says nothing, arrives late or has no connection to the story will not be used. We will tell you when a story is not worth chasing. Reactive PR is most effective as part of a wider programme alongside a press office and thought leadership, so that the profile it generates is built on substance.
Budget day reactive PR
The Autumn Budget is one of the busiest days of the year for reactive commentary. We run dedicated Budget programmes for technology companies, property businesses and financial services firms.
