What is reactive PR: updated for 2026 (UK). 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 in 2026
- 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
Every engagement is quoted individually after a short call, based on your goals and the publications you want. Tell us what you need on the form and we reply within 24 hours with a free plan.
What is reactive PR best used for?
- Building expert profiles — regular quotes make a spokesperson a recognised voice in their field.
- Earning coverage without big announcements — useful for businesses that do not have constant news of their own.
- Supporting search and AI visibility — online coverage with your name and company builds authority over time.
Reactive PR examples
- A mortgage adviser commenting on a Bank of England interest rate decision.
- A cyber security firm explaining what a major data breach means for consumers.
- An employment lawyer reacting to a change in workplace rules.
- A retail analyst commenting on high-street sales figures.
Tips for better reactive PR
- Prepare views on predictable events in advance, such as the Budget or major data releases.
- Keep comments short, clear and useful to the journalist’s story.
- Only comment where your expertise is genuinely relevant.
- Be careful with sensitive stories; avoid exploiting tragedies or crises for publicity.
FAQs
How is reactive PR different from proactive PR?
Proactive PR creates its own news, such as launches or research. Reactive PR responds to news that is already happening. Most strong campaigns use both; see how to pitch a journalist.
Where can I see upcoming news moments?
Official calendars, such as the UK government’s upcoming statistics releases, help you plan reactive comment ahead of time.