The Reactive PR Playbook

Making media outreach about existing topics is a lot like playing in a sporting event: it’s competitive, good offense is key and you need the right team around you. You can also execute the perfect play at the most opportune time, and the score still might not go your way.

We call it reactive pitching. It’s a tactic that secures coverage without having any news of your own and can result in highly-visible mentions that showcase your executives as thought leaders in a given industry.

In this playbook, we’ll introduce three reactive PR formations brands can use to secure media coverage. Each formation takes advantage of something happening in the news, whether it be an emerging trend, a global event or a competitor announcement.