Libby Windle
PR Director
Reactive and newsjacking PR
Making sure you’re owning the conversations relevant to your industry and audience.
We react to trending stories, putting your internal expertise at the forefront of the conversation. This is a quick-win tactic that requires a timely response and delivers top-tier results that get your brand noticed by the right audience at the right time.
Our approach: Getting your brand in the news
- Live monitoring & social listening: We conduct daily news briefings and social listening to identify emerging trends before they peak.
- Expert-led value: We then transform your internal data and insights into media-ready commentary that adds genuine value to the story, which journalists are looking for.
- Timely distribution: We outreach your perspective to our network of national, trade, and lifestyle editors to ensure your voice and opinion travels.
Our reactive PR services
Authority positioning
We transform your internal knowledge, proprietary data, and unique insights into media-ready stories that demand attention and build lasting trust. This tactic ensures your internal experts are seen as “go-to” media voices, which in turn builds the expertise and trust signals we know AI platforms and LLMs crave.
PR and social collaboration
We bridge the gap between traditional media and social media trends, leveraging influencers and industry personalities such as sports stars and musicians to amplify your perspective.
Planned reactive campaigns
As part of our reactive PR services, we map out awareness days and predictable cultural moments with a creative twist, ensuring your brand has a presence among relevant awareness days and industry events.
Why it works?
01
Performance
We focus on authoritative placements that don’t just build “links” but build the authority needed to dominate traditional and AI-driven search.
02
Trust
Consistent, expert-led coverage forms brand trust and establishes you as an industry leader in the eyes of your audience.
03
Future-proof visibility
AI models prioritise expert insight/signals, and this strategy ensures your spokespeople and brand are the ones being cited in the answers to your audiences’ questions.
Types of reactive opportunities we often jump on:
- Breaking industry news
- Viral social moments
- Major reports and studies
- Government announcements and policy changes
- Cultural trends and awareness days
- Unexpected brand-relevant debates
We’ve worked with some of the biggest brands
See the results for yourself
We know we can talk a big game sometimes – but we can back it up with results too.
Meet the team
We’ve curated a team of digital PR experts and ex-journalists who know when to jump on a reactive story for their clients. Together, we developed our Newsroom success, focusing on an ‘always on’ and ‘always there’ approach. ‘Always on’ ensures we keep an eye out for emerging trends and stories, while ‘always there’ ensures we have the time and expertise to react to the trends.
Joe Hewlett
Senior Digital PR & Talent Executive
Emma Robinson
Senior Digital PR Strategist
Jayna Mistry
Senior Digital PR Strategist
Example successes
Sanctuary bathrooms
For all the avid Glasto fans and holiday goers, for Sanctuary Bathrooms, we jumped on the increasing hype around the festival by revealing where the dirtiest toilets were located on the festival ground as well as uncovering the dirtiest parts of aeroplane loos
Holiday Cottages
Jumping on the Barbie-core trend, for Holiday Cottages, we found the perfect Barbie-themed, pink castle in the UK, and wrote a listicle about the best pink places you could book a stay if you fancied pretending to live in your own Barbie World for a few days!
Reassured
For Reassured, we focused on topical discussions ahead of the summer. Collaborating with parenting expert, Isobel Champion, we uncovered how parents can save money during the six-week summer holidays.
Loveholidays
Teaming up with flight experts and parents, we revealed the top half-term travel hacks, including how to bag freebies and get through security at a quicker pace.
FAQs
What is reactive PR and newsjacking?
Reactive PR and newsjacking is the process of responding quickly to breaking news, trending stories or cultural moments with expert commentary, data or insights. The goal is to position your brand within relevant conversations while they are already attracting media attention, helping to earn coverage, brand mentions and backlinks.
Who is reactive and newsjacking PR for?
Challenger brands and B2B providers who have big competition and need to build consistent authority. It’s an essential strategy for fast-moving sectors such as tech, finance, travel, and healthcare.
Why is reactive and newsjacking PR important?
In an era dominated by AI and changing search algorithms, reactive PR allows you to share your expertise on trending topics that are relevant to your audience. By positioning your brand and experts as the go-to sources for journalists, you earn high-authority media mentions and trust signals that search engines/ LLMs use to validate your credibility.
How do you ensure our experts are cited in AI-generated search results?
We identify the specific “answer gaps” in your industry and make sure your experts fill them. By placing these targeted insights into high-authority outlets, we create the proof AI models require to trust a source. We don’t just get you “coverage”, we make sure your experts are providing the definitive answers that both search engines and AI models are actively looking to credit.
How involved do we need to be?
Our team can run this activity fully, but we will need access to your in-house experts who can provide information or quotes for the opportunities we source. Rest assured, we’ll handle all day-to-day media execution; we’ll just simply need your approval.
Want to know more?