digital-pr
Five Tips for Creating an Impactful Reactive PR Strategy
Published: 28/08/24 - Updated: 23/10/24
JUMPING ON OPPORTUNITIES
While some campaigns can be planned in advance, the unpredictable nature of the news cycle requires PRs to be agile and adaptable. That’s why having a strong reactive strategy is essential in allowing you to pivot at a moment’s notice to quickly jump on unexpected opportunities.
So, how can you best ensure you’re ready for those reactive opportunities?
Stay informed and alert
The foundation of an effective reactive strategy is staying informed with the current news agenda, particularly in your client’s core verticals. There are several tools you can utilise to help you keep track in real-time:
- Google Alerts: Set up alerts for your brand, competitors, and industry keywords to receive notifications about new mentions and developments.
- Social Media Monitoring: Tools like Pinterest’s trends platform, TweetDeck, and TikTok’s discover page are great places to spot trending topics across social media.
- Industry News: Subscribe to newsletters, join industry forums, and follow key influencers to stay updated on industry trends and updates.
Establish a clear approval process
Reactive opportunities often live and die in the space of 24 hours so time is truly of the essence. It’s therefore important to have a streamlined approval process to ensure that responses are promptly approved by your client. Clearly define expectations so that your reactive team and client understand their individual parts in the process. This will facilitate a more efficient workflow and reduce delays as the clock ticks.
Craft a pre-approved comment bank
Although every reactive situation is different, having a set of pre-approved comments ready in advance can save valuable time. These templates should be adaptable to various scenarios while offering meaningful expert insights that can be easily re-worked to contribute to the conversation at hand.
Build and maintain media relationships
Strong relationships with journalists relevant to your client’s industry can amplify your reactive efforts. To maintain these relationships, build trust by consistently providing timely, accurate information, responding to enquiries, and acknowledging their coverage.
Offering exclusive content when suitable also helps. This approach increases your chances of coverage and establishes you as a reliable source for future stories.
Reflect on your efforts
After each reactive response, take the time to evaluate its effectiveness. What worked well? What could have been done better? Use these insights to refine your reactive processes and improve your chances of success in future.
By integrating these practices into your reactive strategy, you’ll be well-prepared to seize news opportunities and manage the challenges that may hinder your scope for success.
Callum Taylor
Callum has nearly four years of experience, most of which was gained at Kaizen. Advancing from Exec to Senior Exec, he currently oversees the performance of three team members and guides their professional growth. Leveraging his experience, alongside a strong understanding of strategic communications and media, Callum consistently delivers impactful outcomes for our clients.