Outreach

Reactive PR

reactive media · inbound press

Definition

Reactive PR is answering a reporter who already has a story and needs a source, a statement, or a number. The clock is theirs. Help-a-reporter tools, desk emails, and “can you comment in 20 minutes?” sit here.

The quality bar does not drop because they called you. If you do not have it, say so and offer someone who does.

How it works

Keep a duty roster and pre-cleared lines for the topics you will always take. When the query is off-expertise, pass. When it is on, move faster than the next source on their list.

Worked example

A reporter needs a hospital CFO on a Medicaid change by 4 p.m. You have a person and two numbers. You deliver at 3:10. That is reactive. Sending a generic byline offer at 4:30 is not.

How it differs

Newsjacking is you initiating on their story. Proactive PR is you creating the story. Crisis is when you are the story. Reactive is inbound.

Common errors

Saying yes to every HARO and mailing a brochure. Missing the deadline by hours. Commenting outside the spokesperson’s knowledge.

Sources