What reactive PR is
A reporter covering a new law, a travel disruption or a rate decision may need a specialist to explain its effects. Reactive PR helps a business contribute to that existing story. The journalist chooses which sources to use and whether to include a link.
Proactive PR starts with a story you plan and pitch, such as an original research project. Reactive PR starts with an outside event or a journalist's request. Both can be useful within a digital PR campaign.
An example of a relevant response
Imagine a new airline baggage rule has just been announced. A travel specialist could explain which passengers it affects, when the rule starts and where to check the airline's published terms. That gives a journalist something practical to pass on.
This is a hypothetical example, not a client result. It also shows why relevance matters: the same specialist shouldn't offer medical advice about travelling with a health condition unless they have the qualifications to do so.
How we choose opportunities
We monitor news and journalist requests, then check the question, publication and deadline against the business's expertise. A request needs a useful answer and a credible source. A familiar publication name alone isn't a reason to reply.
Our team handles the research, drafting and outreach. We base each response on positions your business has already published, public data and FOI responses, and check dates and primary sources where a comment depends on them. We don't invent opinions or experience. You can review responses before they go out if you'd like to.
What needs to be in the response
A reporter should be able to see who is speaking, why they know the subject and what they're saying. The response needs a direct answer in plain English, with a source for any factual claim that needs checking. Contact details let the journalist ask a follow-up question.
The right length depends on the request. A short quote may be enough for a news story; a feature may need more explanation. Expert comment PR covers the contribution itself in more detail.
How quickly can it lead to coverage?
Some deadlines are measured in hours, while planned features allow more time. Preparing for scheduled events can help the team respond quickly. National desks, most of them in London, often work to same-day deadlines; our London page covers how we handle them. Coverage may appear on the day, later, or not at all. Being first doesn't guarantee publication.
A response sent after the reporter's deadline may no longer be useful. We also pass on opportunities where the facts can't be checked in time or the story has no meaningful connection to the business.
Where it fits in a monthly programme
Reactive work follows the news, so opportunities vary. Planned data-led campaigns give a programme stories that don't depend entirely on incoming requests. The mix should reflect the subjects the business can credibly cover.
Reactive commentary is included from Growth upwards in our current packages. We report published coverage and distinguish linked mentions from unlinked ones, including the destination and attribute where a link appears. Neither a quote nor a backlink guarantees a ranking gain. The measurement guide explains what to track.