There are several misconceptions about what public relations means to an organisation. PR is more than just crisis communications or writing press releases. Agencies build relationships with their clients by understanding their goals, developing a plan to achieve them and working together to drive business growth. Part of this requires working closely with journalists to help them to achieve their goals, too.
So how do you become the ‘expert’ journalists go to for insights? How can you move from reacting to what’s already been written, to being involved in the breaking news itself? This guide will explain how PR can make this happen for you and your business.
What is reactive PR?
Reactive PR is when an organisation responds to events, breaking news, trends, crises, or discussions relevant to its brand or industry. It’s otherwise known as newsjacking. But don’t let the word ‘reactive’ fool you: it requires significant proactive effort, messaging and training.
Reactive PR is different from crisis communications because the targeted coverage isn’t specifically about your business. Instead, the goal is to show that your business is a thought leader in its space; a brand people can trust.
What can this look like? If you’re an expert in the renewables space and you see stories about energy grid constraints, your expertise can make a meaningful contribution to help journalists understand potential solutions.
Why company news isn’t automatically media news
Company news doesn’t automatically translate into news news. A big story for your business or brand is not necessarily a big story for journalists. Announcements without a strong hook can come across as promotional, which will never capture the attention of journalists, let alone their audience.
This is where the true value of PR shines: through journalist relationships, media awareness and an eye for a wider news story, PR professionals will take your business, your brand and your story and use them to inform media-friendly engagements. Whether making an announcement or providing commentary, a PR agency can work with you to develop a PR strategy and plan that optimise your media presence in the right way.
The worst time to seek media coverage
Picture this: A large digital bank has suffered a customer data breach in Ireland. Your cybersecurity consultancy has the expertise to provide media with the insights they seek. You recognise the opportunity for your spokespeople to get out there and position the brand as a reliable commentator in this space. However, you don’t know where to go, who to go to, or even how to explain your angle to a journalist.
The worst time to seek media coverage is when you’re unprepared and late to the party. Your PR agency should be looking out for news stories that you can contribute to and flagging anything relevant. Your part of the deal is to ensure a spokesperson can be available at short notice and has already received media training from a third-party or through your agency.
Being prepared is more than just knowing a topic inside-out: it’s understanding your PR strategy, which includes robust media training, strong brand messaging and choosing the right PR agency. By engaging in reactive PR alongside your agency, newsjacking becomes less of a shot in the dark and more of a science.
How to get coverage through newsjacking
When news that’s relevant to your business breaks, contact your spokespeople and find out who is available and if they have insights that will add to the existing news story. By having your spokespeople on-hand, you can ensure commentary can be approved quickly and interviews arranged at short notice. This will mean you can be part of the original breaking story and have your expert comment included from the start.
This is how firms win coverage. The proactive nature of media monitoring, combined with sharp reactive PR make for strong, successful newsjacking and PR campaigns for a business.
How to become a trusted media commentator
Journalists repeatedly turn to credible experts: people who respond quickly and offer genuine insights when they need them. Businesses who are consistent in offering news commentary to journalists are also the ones who journalists will think of first when they need a quick comment.
FAQs
What is newsjacking in public relations?
Newsjacking is a PR technique that involves contributing relevant expert insights or commentary to a trending or breaking news story. By connecting a business’s expertise to a wider news topic, PR professionals can secure media coverage, increase brand visibility and position spokespeople as trusted industry experts.
How can businesses become trusted sources for journalists?
Businesses can build relationships with journalists by consistently providing timely, accurate and insightful commentary on relevant industry developments. Working with an experienced PR agency helps identify suitable media opportunities, prepare credible spokespeople and deliver valuable perspectives that journalists can use in their reporting. Over time, this consistency can establish a business as a go-to source for expert commentary.
Why is timing important in newsjacking?
Timing is critical because journalists often work to tight deadlines, particularly when covering breaking news. Businesses that can provide relevant, approved commentary quickly are more likely to be considered for inclusion in media coverage. This requires ensuring spokespeople, key messages and approval processes are prepared before opportunities arise.
How can a PR agency support newsjacking?
A PR agency combines media monitoring, journalist relationships and industry knowledge to identify relevant news opportunities for its clients. By anticipating emerging stories, preparing expert commentary and responding quickly to breaking developments, PR agencies help businesses strengthen their media presence, build credibility and secure coverage in relevant publications.
What PR agency should I use?
If you’re looking for a PR agency whose expertise in the Irish media landscape will elevate your PR strategy and presence, Comit is the one for you. We have a team of talented PR professionals with an eye for news stories and newsjacking opportunities. If you want to find out how reactive PR can benefit your business, get in touch with Comit today!