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Reactive PR & Newsjacking Services

An always-on approach to earning links through digital PR

Reactive PR & newsjacking are about following the press and identifying opportunities to contribute to the conversation. The goal is the placement of commentary or campaigns into relevant media publications – building links for your brand and as a result, profiles for your people.

What is reactive PR & newsjacking?

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.


Is newsjacking right for me?

Newsjacking is best suited to businesses that are willing and able to share their expertise.

It’s a tactic that communicates your E-E-A-T (experience, expertise, authority and trust) which is a key part of SEO success.

In order to be successful in newsjacking, a business needs:

  • Spokespeople, willing to share their insights
  • Expertise, that can be applied to many situations
  • Quick responses, to jump on stories as they happen

Choose Impression as your digital PR team, and we’ll guide you through the world of newsjacking, using our contacts and expertise to land placements to be proud of.

Our reactive PR process

Our approach to reactive PR sees us layering it into your wider strategy to complement larger-scale, pre-planned campaigns. For the majority of our clients, we find that this approach is not only the most effective way to communicate relevance and quality to Google, but it also ensures you are putting out a good breadth of content to appeal regularly to your target audience, engaging with topics they’ll be interested in and stories they’ll be sharing.


Research the news

We allocate time to newsjacking and sharing stories within the team, hosting an internal weekly reactive update meeting to identify what’s trending in the news. We make ourselves aware of what’s coming up in the niches that are relevant to you so we are best placed to react when the time is right.


Find a story that works for you

We ideate a concept, validate it through our team and approve it with you and your key stakeholders ahead of time.


Draft content

We’ll draft the comment or wider content, which includes gathering the data, creating the asset and writing up the press release before gaining your sign-off.



When the time is right, we’ll outreach to relevant journalists using existing and new media lists to earn timely, relevant and quality links and coverage.



Just because a campaign is reactive doesn’t mean it cannot be revisited. We’ll revisit the campaign in a few months to see if you can repurpose the content or keep it in mind for when a similar or the same event happens again in future.


Digital PR Case studies

Reactive campaign achieves 180+ links for national card retailer



Digital PR



Read Full Case Study
Read Full Case Study

700+ links drives success in a competitive SERP landscape



Digital PR


Automotive, Finance

Read Full Case Study
Read Full Case Study

Master jeweller unlocks £1m in revenue



Digital PR, SEO


Fashion, Luxury & Beauty

Read Full Case Study
Read Full Case Study

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Find out what we can do for your business

Fill out the form, give us a call or drop us an email. We look forward to hearing from you.