Quick Thinking & Reactive PR: This Is What Sets You Apart from Competitors

Estimated read time: 1 minute and 22 seconds

Hi ?? My name is Doug, and I run a niche search agency called Kalium. We help B2B companies get their organic search working. ??

This weekly newsletter covers the latest tools, techniques, and case studies you need to win at search (plus pictures of our pets).

Hi I’m Jane - I head up the Digital PR division at Kalium.

I’m a quick mover.????♀?

Literally. I run, walk quickly and talk fast. While there are pros and cons to this, it got me thinking about how the ability to move quickly can work in your favour when it comes to Digital PR.

Not all PR campaigns are created equal. Some are more complex and take time. You need to plan a detailed strategy, compile a report or work on ideas that require thorough research.??

But then there are the hidden gems of Digital PR that can be reached by being quick off the mark. Jumping on a topic that is in the news and providing commentary from your client is known as Reactive PR and it is extremely effective.

How do you do this? Here are our top tips:

?? Keep your eye on the news

Good PR professionals know what is making headlines.?

• Always check the media you know are most relevant to your client’s offering
• Set Google alerts for relevant terms to make sure nothing is missed
• Keep an eye on mainstream publications for any ‘big’ news that could be relevant to your client

?? Write that press release…fast!

You’ve spotted an opportunity…now what?

• Work out how to position your client and give their expert opinion on this commentary.
• Write the release, add some good quotes, and get sign-off from your client.
• Send it to the media quickly before someone else uses the same angle.

?? Contact the right media

You should have media lists for your clients set up already, and it’s good to contact them, but with reactive PR you want to speak to journalists who are already part of the narrative.

• Personalise your pitches and make reference to the previous article they wrote on the news topic.?
• Offer your client up for an interview—expert opinion and a new voice on the topic is a good hook for journalists, especially those who want a new angle on a hot news story.
• And then chase them. You won’t be the only PR agency to react to the topic, make sure you stand out by pushing hard to make direct contact with the journalists.

???♂? Know your client

The more you know about your client, the better you can be at reactive PR

• Know their offering inside out—this allows you to position them quickly when a relevant news story comes along.

• Identify the spokesperson within their team. This is who you will quote in the press release and offer up for interviews. Ideally, it is someone high up (CEO, Head of relevant division etc…) and someone who is comfortable being interviewed.
• Sell reactive PR to your client in advance. If you’ve explained the benefit of reacting to relevant news commentary, they will understand the need to give feedback and approvals quickly.

By doing the above you will be well on your way to securing top-tier earned coverage for your clients.

Can we take this a step further? ??

Of course we can!The next step is pre-emptive PR which is where you anticipate what will be a good reactive opportunity.

More on how to do this next time…?

Need a helping hand, get in touch ??????

Digital PR with Kalium

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