Rapid Response
The capability to quickly provide expert commentary or reaction to breaking news and trending topics.
Definition
Rapid response is the practice of monitoring breaking news and quickly positioning clients or executives as expert commentators. When relevant stories break, rapid response teams have minutes to hours to draft commentary, secure approvals, and pitch journalists seeking sources.
This requires pre-established processes: who can approve what, which topics the spokesperson is credentialed for, contact lists of journalists covering breaking news, and templates for quick customization.
Why It Matters
Breaking news creates narrow windows for earned media. Journalists on deadline need expert quotes immediately—hours later is often too late. Organizations with rapid response capabilities capitalize on opportunities competitors miss.
Rapid response builds ongoing journalist relationships through reliable, quick turnaround.
Examples in Practice
A major industry acquisition breaks at 9 AM; by 11 AM, the client's CEO commentary appears in three articles about the deal's implications.
When regulation changes are announced, a prepared expert immediately provides commentary to waiting journalists who covered the build-up.
A PR team monitors industry news feeds and within an hour of a competitor's crisis, positions their client as a trusted alternative voice.