Reactive PR is the practice of responding to breaking news and topical stories in real-time with expert commentary, quotes, and analysis — typically within 2-4 hours of the story breaking. Done well, reactive PR converts at far higher rates than proactive pitches because journalists need expert voices immediately when news breaks.
How reactive PR works
- Identify news sources — Google Alerts, Twitter, journalists’ social feeds, industry news sites.
- Monitor for stories relevant to your sector.
- When a relevant story breaks, draft 150-word commentary with named spokesperson quote.
- Pitch to specific journalists covering the story within the first 2 hours.
- Make spokesperson available for follow-up, broadcast, and interviews.
What reactive PR requires
- A trained expert available on short notice (within 2-4 hours).
- Confidence to speak on current issues, sometimes before the full story is known.
- Willingness to take an opinionated position (journalists want a view, not a hedge).
- Relationships with specific journalists.
Reactive PR pricing
- Monthly reactive PR retainer: from £1,500 per month.
- Per-reactive-opportunity fee structure (pay per successful placement): from £450 per placement.