Reactive PR
Responding to media inquiries and external events rather than initiating coverage.
Definition
Reactive PR involves responding to journalist inquiries, commenting on industry news, addressing crises, and managing communications around external events rather than proactively pitching stories. This includes rapid response to media requests for expert commentary or statements.
Reactive strategies complement proactive PR campaigns. Being responsive to media builds relationships and positions organizations as go-to sources for expertise, even when not actively seeking coverage.
Why It Matters
Journalists often work on tight deadlines and need expert sources quickly. Organizations with effective reactive PR capabilities get quoted in stories they didn't pitch, gaining exposure and credibility as industry experts.
Poor reactive PR - slow responses, "no comment" statements, or declining interview opportunities - can result in stories proceeding without the organization's perspective, potentially featuring competitors or less favorable narratives.
Examples in Practice
When a major industry report releases, reactive PR teams quickly provide expert commentary to journalists covering the story, potentially earning quotes in major publications they didn't proactively pitch.
During breaking news affecting an industry, companies with strong reactive PR capabilities appear in stories as experts providing context, while competitors without reactive strategies are left out of the conversation.