Mastering reactive PR: How marketers can turn trends into headlines

 

So, what is reactive PR?

Reactive PR places clients directly into timely, relevant conversations by jumping onto trending news, world events, and emerging cultural moments. By monitoring the news cycle in real-time, we can spot opportunities for clients to share expert commentary, unique takes, or helpful insights, often within hours.

 

Reactive PR can take several forms:

• Newsjacking: Jumping on breaking news stories with relevant commentary or insights.
  
• Journalist Requests: Responding to urgent media requests via platforms like X and Response Source.
  
• Trendspotting: Monitoring rising trends across social and digital platforms and crafting timely pitches.
  

Each approach is designed to secure high-authority coverage that keeps clients relevant, visible, and credible.

 

 

 

While proactive PR helps build long-term brand equity, reactive PR positions brands at the heart of trending conversations, often resulting in fast, high-impact wins.

 

 

 

“Knowing a client’s areas of expertise is a key part of reactive PR”

 

The foundation of great reactive PR is understanding what your client can talk about and what they won’t. Some clients may be comfortable commenting on political or controversial topics, while others prefer to stick to safer ground. Clarifying this early allows for faster, more effective responses when opportunities arise.

 

Once you’re clear on those boundaries, the fun begins: media monitoring.

 

Tools and Platforms for Trend Monitoring

Our digital PR team at Kaizen are constantly monitoring the news for reactive trends relevant to our clients, making sure we’re the first ones to spot opportunities and positioning our clients as leaders in their industry. 

 

TikTok for trend discovery

TikTok isn’t just a source of viral dances, it’s a rich source of consumer insight. The platform’s Creative Centre allows you to:

• Track trending hashtags
• Filter trends by country or industry
• Spot emerging formats or challenges relevant to your niche

 

 

Using Pinterest for PR insights

Pinterest’s Trends page highlights search terms with rising popularity over the past week. You can:

• Forecast upcoming consumer interests
• Search by keyword to see associated pins
• Use insights to craft timely angles (e.g., seasonal decor, lifestyle tips, DIY trends)

 

 

Social Media + Journalist Request Tools

In addition to monitoring TikTok and Pinterest:

• Use journalist request platforms like Response Source to react to live media needs.
• Set Google Alerts and use tools like BuzzSumo or Newswhip to spot content spikes.

The best reactive PR strategies blend trendspotting and journalist responsiveness.

 

 

Reactive PR delivers quick wins. Proactive PR builds long-term brand narratives. But together, they create a resilient, SEO-friendly, and high-authority PR ecosystem.

 

• Proactive PR: Builds positive perception through strategic campaigns and storytelling.
  
• Reactive PR: Captures attention in real-time by jumping into trending conversations.
  

 

Some publications prefer news-based responses, while others favour in-depth stories. A hybrid strategy ensures coverage across a broader range of outlets and builds a diverse, natural backlink profile.

 

 

At Kaizen, we keep our finger firmly on the pulse. Our team monitors the media round the clock to ensure our clients lead conversations, not follow them. Whether it’s spotting a viral TikTok trend or responding to a journalist request in minutes, we specialise in turning fast-moving moments into standout coverage.

 

Contact us now and let’s chat how your brand can be more reactive.

 

How you can be more reactive – starting today

In today’s fast-moving media landscape, success hinges on your ability to seize opportunities as they arise. That means planning your content calendar strategically, monitoring trends, reacting swiftly to breaking news, and having relevant data at the ready. Positioning your client at the centre of timely stories not only boosts visibility but also builds credibility. Start by assessing how you currently handle reactive opportunities, then integrate the strategies that align best with your clients and goals.