Reactive PR is about creating insight, data, views and comments about events or trends that you anticipate happening or emerging.
Newsjacking is a tactic used by digital PR specialists to earn coverage and links by following the news and identifying opportunities like trends or breaking news stories for brands to contribute to stories through comments or insights.
Newsjacking is most successful when we work closely with you to understand the spokespeople within your business and the topics they’re willing to speak on. Any experts within your business can be spokespeople – we’ll help you take your raw expertise and craft it into something that is usable by the press and that positions your people and your brand in a positive light.
Usually, newsjacking is done ‘in the moment’ and requires a quick response. If something breaks in the news, the faster we can jump on it, the better our chance of successful placement.
With that said, a savvy PR team will also be prepared for the topics likely to come up based on what’s happening in the news at the moment and common themes that come up throughout the year, too. By spotting these trends, we can prepare statements and campaigns in advance and send them out to the press ready for when the story lands.