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Digital PR
We place your brand at the centre of trending conversations
We identify and capitalise on live opportunities to put you at the heart of the conversations your audience cares about. When news breaks, brands need to act fast. As a reactive PR agency, we help your brand respond in real time, jumping on relevant stories and trending conversations to secure coverage while the spotlight is on. Our always-on press office combines speed and creativity to turn fast-moving stories into meaningful visibility. By delivering timely expert commentary and newsworthy angles, we position your brand at the heart of the conversations your audience cares about, building impact long after the news cycle moves on.
What we can do for you as a Reactive PR Agency?
Always-on News Monitoring
In reactive marketing, timing is everything. Our always-on press office continuously monitors breaking news, industry developments, social trends and journalist requests to spot opportunities the moment they emerge. Using a mix of real-time tools and human insight, we identify where your brand can add value to the conversation so you’re never late to a story that matters.
Newsjacking & Rapid Response
When the moment is right, we move fast. Whether it’s sharp expert commentary or quick quotes, our reactive Digital PR team crafts timely responses designed to help journalists publish quickly and confidently. We react to unexpected events or planned moments like awareness days and seasonal trends, getting your brand seen while the spotlight is on.
Coverage & Lasting Impact
Reactive PR is about being seen, but it’s also about being credible. By responding to journalists on behalf of your internal experts, we help build authority, trust and brand awareness at speed. The coverage we secure strengthens your digital footprint, reinforces E-E-A-T signals and supports long-term organic growth, even after the news cycle moves on.
Reactive PR Agency
Our process
Opportunity Spotting
It all starts with the story. We’re constantly monitoring breaking news, trending topics, awareness days and seasonal moments to spot opportunities as they happen. Whether it’s a planned date of interest or an unexpected headline, we identify the strongest hook and angle where your brand can add timely, relevant value to the conversation.
Angle & Content Creation
Once the opportunity is live, we get to work. Our team crafts the right response for the moment, from a sharp expert quote to relevant content from past campaigns that helps journalists move quickly. Everything is designed to be useful, credible and easy to publish, without overcomplicating the story.
Client Approval & Asset Prep
Speed matters, but accuracy matters too. We work closely with your team to secure rapid approval, refining messaging where needed and compiling all supporting assets. This reactive PR strategy guarantees everything is press-ready and aligned with your brand voice, even on tight turnarounds.
Rapid Pitching & Distribution
With approval in place we hit the inboxes, pitching directly to journalists already covering the story as well as relevant news desks and wider media lists to maximise pickup. By combining focused outreach with broad distribution, we give your story the best possible chance of landing quickly.
Coverage & Impact
As coverage lands, we track results and look for follow-on opportunities to extend the conversation. Using our proprietary AI-powered dashboards, we monitor and analyse every placement, evaluating what works and what doesn’t to get you the best possible results every time.
Frequently Asked Questions
Reactive Digital PR: FAQs
what is reactive digital pr?
Reactive PR involves responding swiftly to current events, trends, or crises to manage a brand’s reputation effectively and place them at the heart of conversations that are relevant to their audience. It focuses on monitoring and addressing public sentiment, quickly crafting responses, and engaging with media and stakeholders to mitigate potential negative impacts and capitalise on positive opportunities as they arise.
what is the difference between reactive and proactive pr?
Proactive PR involves creating PR stories around media events we can foresee or predict will happen such as awareness days or scheduled events including things like football tournaments and awards ceremonies. Reactive PR, on the other hand, involves responding to news and trends swiftly as and when opportunities arise through timely and relevant commentary and campaigns. Check out our Digital PR Playbook to find out more.
how does reactive pr build links?
Reactive PR builds links by generating media coverage and expert commentary in response to trending news that is placed on high-quality websites that include backlinks to a brand’s website.
examples of reactive digital pr
Examples of reactive PR activity include joining viral social media trends, capitalising on surprise pop-culture moments and providing expert commentary and tips on trending topics that are relevant to a brands audience.
