[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fpr-social\u002Fdigital-pr\u002Fnewsjacking-reactive-pr":3},{"date":4,"date_gmt":4,"content":5,"coauthors":7,"class_list":10,"acf":16,"head_links":234,"breadcrumbs":235,"head":247},"2020-12-16T14:46:43",{"rendered":6},"",[8,9],11,164,[11,12,13,14,15],"post-135","page","type-page","status-publish","hentry",{"page_content_modules":17,"hero":229},[18,29,39,44,54,75,96,99,109,158,209,224],{"acf_fc_layout":19,"reduced":20,"top_overlap":21,"bottom_underlap":21,"disable_observer":-1,"style":-1,"layout":-1,"size":22,"container":23,"gutter":-1,"left_gutter":6,"position":24,"image":25,"image_width":26,"image_height":27,"alt":28},"banner",true,"small","11-col","outside-container","right","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Freactive-pr-banner.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,870,"reactive-pr-banner",{"acf_fc_layout":30,"reduced":20,"top_overlap":31,"bottom_underlap":21,"disable_observer":-1,"style":32,"layout":33,"heading":34,"intro":35,"cta_text":6,"cta_link":6,"columns":36,"show_steps":37,"grid_items":38},"large_column_text","none","yellow","logo_grid","What is reactive PR & newsjacking?","\u003Cp>Reactive PR is about creating insight, data, views and comments about events or trends that you anticipate happening or emerging. \u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n","4",false,[],{"acf_fc_layout":19,"reduced":20,"top_overlap":40,"bottom_underlap":31,"disable_observer":-1,"style":-1,"layout":-1,"size":22,"container":41,"gutter":-1,"left_gutter":6,"position":24,"image":42,"image_width":26,"image_height":27,"alt":43},"large","container","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F09\u002FNewsjack-Chart.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","Newsjack-Chart",{"acf_fc_layout":45,"reduced":20,"top_overlap":31,"bottom_underlap":21,"disable_observer":-1,"layout":46,"options":47,"text":48,"images":49},"image_text","image_left","single_image","\u003Cp class=\"small-caps\">Is newsjacking right for me?\u003C\u002Fp>\n\u003Cp class=\"sub-heading\">Newsjacking is best suited to businesses that are willing and able to share their expertise.\u003C\u002Fp>\n\u003Cp>It’s a tactic that communicates your E-E-A-T (experience, expertise, authority and trust) which is a key part of SEO success.\u003C\u002Fp>\n\u003Cp>In order to be successful in newsjacking, a business needs:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Spokespeople, willing to share their insights\u003C\u002Fli>\n\u003Cli>Expertise, that can be applied to many situations\u003C\u002Fli>\n\u003Cli>Quick responses, to jump on stories as they happen\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>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.\u003C\u002Fp>\n",[50],{"src":51,"width":52,"height":27,"alt":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fbusiness-man-using-his-mobile-phone.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",1860,"business-man-using-his-mobile-phone",{"acf_fc_layout":55,"reduced":20,"top_overlap":21,"bottom_underlap":21,"disable_observer":-1,"style":56,"layout":57,"testimonials":58},"testimonials","white","left-margin",[59,65,70],{"quote":60,"logo":61,"logo_width":62,"logo_height":62,"author":63,"byline":64},"\u003Cp>It's a pleasure working with Impression, they're very proactive and produce great ideas to keep pushing forward. They are very organised and transparent about how to tackle projects and performance. We really enjoy working with the team.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002FASTB.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","Alexandra West","Ecommerce & Marketing Manager, And So To Bed",{"quote":66,"logo":67,"logo_width":62,"logo_height":62,"author":68,"byline":69},"\u003Cp>Impression are a cut above the rest in the way they communicate, strategise and implement their work and the results speak for themselves. \u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FQueensmith.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","Sam Nobes","Brand Director, Queensmith",{"quote":71,"logo":72,"logo_width":62,"logo_height":62,"author":73,"byline":74},"\u003Cp>Overall, we strongly recommend Impression. Working with them has been a pleasure and we will surely try to work with them again when we want to accelerate our growth in the UK market.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FPaulCamper.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","Elorn Causer","Senior SEO Strategist, PaulCamper",{"acf_fc_layout":30,"reduced":20,"top_overlap":31,"bottom_underlap":21,"disable_observer":-1,"style":32,"layout":76,"heading":77,"intro":78,"cta_text":6,"cta_link":6,"columns":79,"show_steps":20,"grid_items":80},"content_grid","Our reactive PR process","\u003Cp>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.\u003C\u002Fp>\n","3",[81,84,87,90,93],{"text":82,"title":83},"\u003Cp>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. \u003C\u002Fp>\n","Research the news",{"text":85,"title":86},"\u003Cp>We ideate a concept, validate it through our team and approve it with you and your key stakeholders ahead of time.\u003C\u002Fp>\n","Find a story that works for you",{"text":88,"title":89},"\u003Cp>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.\u003C\u002Fp>\n","Draft content",{"text":91,"title":92},"\u003Cp>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.\u003C\u002Fp>\n","Outreach",{"text":94,"title":95},"\u003Cp>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. \u003C\u002Fp>\n","Revisit",{"acf_fc_layout":19,"reduced":20,"top_overlap":40,"bottom_underlap":21,"disable_observer":-1,"style":-1,"layout":-1,"size":22,"container":41,"gutter":-1,"left_gutter":6,"position":24,"image":97,"image_width":26,"image_height":27,"alt":98},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Freactive-pr-process-banner.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","reactive-pr-process-banner",{"acf_fc_layout":100,"reduced":20,"top_overlap":21,"bottom_underlap":21,"disable_observer":-1,"heading":101,"faqs":102},"faqs","FAQs",[103,106],{"title":104,"text":105},"Why is newsjacking important?","\u003Cp>Newsjacking is an important tool in digital PR because it provides an ‘always on’ stream of new link opportunities. By investing in newsjacking, businesses can benefit from new links as well as opportunities to position their brand favourably amongst their target audience.\u003C\u002Fp>\n",{"title":107,"text":108},"What is Digital PR?","\u003Cp>Digital PR is the practice of earning links to a brand’s website through use of tactics typically associated with traditional PR, creating newsworthy content and accompanying assets that are sold into key publications of interest and relevance.\u003C\u002Fp>\n",{"acf_fc_layout":110,"reduced":20,"top_overlap":21,"bottom_underlap":21,"disable_observer":-1,"heading":111,"cta_text":6,"cta_link":6,"case_studies":112},"case_studies","Digital PR Case studies",[113,130,143],{"id":114,"title":115,"industries":116,"services":118,"clientName":120,"clientLogo":121,"clientLogoWidth":122,"clientLogoHeight":123,"colour":124,"fontColour":125,"image":126,"imageWidth":127,"imageHeight":128,"to":129},17595,"Reactive campaign achieves 180+ links for national card retailer",[117],"Retail",[119],"Digital PR","Funky Pigeon","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002F9BQwS8b2-Funky-Pigeon.svg",200,35,"#553170","light","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002FFunky-Pigeon.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",768,458,"\u002Four-work\u002Ffunky-pigeon\u002F",{"id":131,"title":132,"industries":133,"services":136,"clientName":137,"clientLogo":138,"clientLogoWidth":122,"clientLogoHeight":139,"colour":140,"fontColour":125,"image":141,"imageWidth":127,"imageHeight":128,"to":142},1656,"700+ links drives success in a competitive SERP landscape",[134,135],"Automotive","Finance",[119],"Marmalade – Digital PR","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F04\u002FMarmalade-Orange.svg",42,"#0C8585","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F04\u002Ffhq8NnMZ-Marmalade-PR.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fmarmalade-digital-pr\u002F",{"id":144,"title":145,"industries":146,"services":149,"clientName":151,"clientLogo":152,"clientLogoWidth":122,"clientLogoHeight":153,"colour":154,"fontColour":155,"image":156,"imageWidth":127,"imageHeight":128,"to":157},7488,"Master jeweller unlocks £1m in monthly revenue",[147,148],"Fashion","Luxury & Beauty",[119,150],"SEO","Queensmith","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FQueensmith.svg",111,"#eee5d9","dark","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FY3N9ro8w-Queensmith.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fqueensmith\u002F",{"acf_fc_layout":159,"reduced":20,"top_overlap":21,"bottom_underlap":21,"disable_observer":-1,"heading":160,"cta_text":161,"cta_link":162,"items":163},"related_module","Digital PR-related resources","See all white papers","\u002Fresources\u002Fwhite-papers\u002F",[164,188,200],{"type_key":165,"title":166,"excerpt":-1,"to":167,"postedAt":168,"readingTime":169,"image":170,"authors":171,"type":187},"white_papers","The New Rules of Search: Zero-Click, Multi-Platform, and 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Theuring","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":185,"image":186},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9","White Paper",{"type_key":165,"title":189,"excerpt":-1,"to":190,"postedAt":191,"readingTime":169,"image":192,"authors":193,"type":187},"Digital PR content calendar: Key dates for content planning","\u002Fresources\u002Fwhite-papers\u002Fpr-content-planning\u002F","2024-12-18T16:28:24","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002FPR-Calendar-2024.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[194,197],{"name":195,"image":196},"Beck Lee","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FuK7GSr7O-Beck-Lee.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":198,"image":199},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"type_key":165,"title":201,"excerpt":-1,"to":202,"postedAt":203,"readingTime":169,"image":204,"authors":205,"type":187},"A Guide to Media Effectiveness Measurement in 2026","\u002Fresources\u002Fwhite-papers\u002Fguide-to-media-effectiveness-measurement\u002F","2026-03-14T11:13:00","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002FMedia-Effectiveness-Measurement_2024.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[206],{"name":207,"image":208},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"acf_fc_layout":210,"reduced":20,"top_overlap":31,"bottom_underlap":31,"disable_observer":-1,"heading":211,"style":212,"cta_link":213,"cta_text":214,"services":215},"related_services","Related services","blue","\u002Fdigital-marketing\u002F","See all digital marketing services",[216,220],{"title":217,"link":218,"description":219},"Resource-led Digital PR","\u002Fpr-social\u002Fdigital-pr\u002Fresource-led-digital-pr\u002F","Create bespoke assets for your site to earn links naturally from other domains and news publications.",{"title":221,"link":222,"description":223},"Thought Leadership","\u002Fpr-social\u002Fdigital-pr\u002Fthought-leadership\u002F","Leverage thought leaders within your business as part of your wider marketing strategy to drive overall authority behind your brand whilst clearly communicating your core message to a select audience.",{"acf_fc_layout":225,"reduced":20,"top_overlap":31,"bottom_underlap":31,"disable_observer":-1,"heading":226,"title":227,"intro":228},"form_cta","Find out what we can do for your business","Talk to an expert","\u003Cp>Fill out the form, give us a call or drop us an email. We look forward to hearing from you.\u003C\u002Fp>\n",{"type":230,"style":125,"image":37,"background_video_hd":37,"background_video_sd":37,"title":231,"heading":232,"intro":233,"award_logos":37,"button_text":6,"button_link":6},"standard","Reactive PR & Newsjacking Services","An always-on approach to earning links through digital PR","\u003Cp>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. \u003C\u002Fp>\n",[],[236,239,242,244],{"path":237,"name":238},"\u002F","Home",{"path":240,"name":241},"\u002Fpr-social\u002F","PR & Social",{"path":243,"name":119},"\u002Fpr-social\u002Fdigital-pr\u002F",{"path":245,"name":246},null,"Reactive PR & Newsjacking",{"title":248,"script":249,"meta":375,"link":418},"Reactive PR & Newsjacking Services | Digital PR | Impression",[250],{"type":251,"key":252,"innerHTML":253},"application\u002Fld+json","yoast-json-ld",{"@context":254,"@graph":255},"https:\u002F\u002Fschema.org",[256,267,284,296,363],{"@type":257,"@id":258,"url":258,"name":248,"isPartOf":259,"datePublished":261,"dateModified":262,"description":263,"breadcrumb":264,"inLanguage":266},"WebPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fpr-social\u002Fdigital-pr\u002Fnewsjacking-reactive-pr\u002F",{"@id":260},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website","2020-12-16T14:46:43+00:00","2025-07-07T10:38:23+00:00","Reactive PR & Newsjacking is a technique that helps brands earn valuable placements in the press to build links, centre them in trending news, show E-E-A-T and attract new custom. Find out more here.",{"@id":265},"https:\u002F\u002Fwww.impressiondigital.com\u002Fpr-social\u002Fdigital-pr\u002Fnewsjacking-reactive-pr\u002F#breadcrumb","en",{"@type":268,"@id":265,"itemListElement":269},"BreadcrumbList",[270,274,278,281],{"@type":271,"position":272,"name":238,"item":273},"ListItem",1,"https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":271,"position":275,"name":276,"item":277},2,"PR & Social","https:\u002F\u002Fwww.impressiondigital.com\u002Fpr-social\u002F",{"@type":271,"position":279,"name":119,"item":280},3,"https:\u002F\u002Fwww.impressiondigital.com\u002Fpr-social\u002Fdigital-pr\u002F",{"@type":271,"position":282,"name":283},4,"Reactive PR & Newsjacking",{"@type":285,"@id":260,"url":273,"name":286,"description":6,"publisher":287,"inLanguage":289,"potentialAction":290},"WebSite","Impression",{"@id":288},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization","en-GB",{"@type":291,"target":292,"query-input":295},"SearchAction",{"@type":293,"urlTemplate":294},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":297,"@id":288,"name":286,"url":273,"logo":298,"image":304,"sameAs":305,"@context":309,"email":310,"foundingDate":311,"legalName":312,"vatID":313,"description":314,"telephone":315,"address":316,"location":323,"areaServed":356},"Organization",{"@type":299,"inLanguage":289,"@id":300,"url":301,"contentUrl":301,"width":302,"height":303,"caption":286},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[306,307,308],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. 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