Reactive PR: The good, the bad, and the ugly
When reactive PR comes up in strategy discussions, it can strike fear into the hearts of comms professionals who can find comfort in layers of curated messaging and iron-clad sign off processes. But with careful strategy and planning – yes, you can plan for reactive PR – well done reactive PR can be one of the strongest components in your PR mix. But brands must tread carefully and remember that reactive PR must only be one part of your brand story. At its best, reactive PR can make you famous, it allows you to have fun, stay relevant and jump on the latest trends with big data. But at its worst, it can be catastrophic for reputation when done in poor taste, tactlessly or misaligned with brand values.
Here are our tips for getting reactive right:
Really understand reactive PR before you jump in
Reactive PR is the art of responding to live news, cultural moments, or industry trends in real time to gain media coverage and reinforce brand voice and authority. It is often said to be “high-risk, high-reward”, but when executed well, reactive PR can go beyond a viral moment – it can cement a brand’s position as a distiller of truths, create positive associations with significant cultural or industry events, and, in some cases, become a full-fledged campaign with long-term impact.
While often associated with consumer brands, reactive PR is just as powerful for B2B companies. It provides opportunities to demonstrate industry expertise, offers informed commentary and participate in key conversations that matter to clients and stakeholders.
How to plan for reactive PR success
The key to effective reactive PR is preparation. While it may seem spontaneous, the most successful responses are often backed by a robust media strategy, a clear understanding of subject matter experts within the business, and a structured, values-based trend approvals and a rapid approach to sign-off. Here’s how to set yourself up for success:
Build a reactive PR strategy
- Identify the topics where your brand has authority and relevance
- Identify topics that are off-limits and make sure your team is aware
- Set up monitoring tools to track industry news and trending conversations
- Establish clear decision-making processes for when and how to respond
- Record and circulate so everyone is on the same page
Know your spokespeople
- Assign subject matter experts and determine their media preferences (e.g., are they comfortable with broadcast interviews, or do they prefer written commentary?)
- Provide media training to ensure they can respond quickly and effectively – nothing worse than putting someone in front of a camera who isn’t prepared
Set yourself up for speed
- Streamline the approvals process – time is of the essence in reactive PR. Set up a system for fast approvals to prevent delays that might cause you to miss the moment
- Have pre-approved messaging frameworks where possible to speed up response times
The Good: How to do it right
We love a bit of reactive PR here at O and like to help clients take these opportunities to gain traction and make an impact.
Cairn Group – A tasty TikTok moment
The Negroni Sbagliato… with prosecco in it. When House of the Dragon actors Olivia Cooke and Emma D’Arcy were discussing their favourite drinks, D’arcy’s smooth response and sultry cadence enraptured viewers of the clip in October 2022.
In response, Cairn Group enlisted the help of one of their in-house drinks experts from one of their Cairn Collection hotels to explain exactly what a Negroni Spagliato was, how to make it at home, and how viral drinks trends influence and filter down into real orders in bars and restaurants. Providing great exposure for the venue and their expert staff, too.
If U Care Share – making a difference
As part of If U Care Share’s annual Inside Out campaign, encouraging people from across the UK to go Inside Out and share how they are really feeling, the charity released a planned reactive PR piece ahead of World Suicide Prevention Day in 2022, revealing over half of Brits wouldn’t always answer honestly if a friend or family member asked if they were feeling down. By commissioning their own research, If U Care Share was able to highlight the growing issue of poor mental health among people across the UK and share details of the practical and emotional support they provide to individuals and families all year around.
And it’s great for B2B organisations, too!
Murphy Geospatial – Visual elements and timing
In July 2023, the UK faced a heatwave while AI tools like ChatGPT and DALL-E were gaining traction. Murphy Geospatial, a firm specialising in geospatial surveys, including those in the property sector, recognised an opportunity to join the conversation. The question: Are our buildings really fit for purpose in extreme weather?
By leveraging AI-generated imagery, the campaign explored creative solutions—what if we whitewashed inner-city buildings in the style of Santorini to reflect the sun? What if we introduced a waterfront corridor in Piccadilly Circus like Seoul? This clever, visually engaging response helped position the brand at the intersection of innovation, property, and sustainability.
Womble Bond Dickinson – Turning a moment into a campaign
Reactive PR doesn’t have to be a one-and-done approach. When Freeports were announced as a government initiative in the Spring Budget of 2022, Womble Bond Dickinson went beyond a single news comment. Instead, they launched a sentiment survey to gauge whether UK businesses recognised the opportunities and challenges presented by Freeports. This data-driven approach transformed a reactive response into a broader campaign, generating ongoing media interest and reinforcing the firm’s expertise in business and trade policy.
The Bad: when it misses the mark
While reactive PR can be incredibly powerful, it must always align with your brand’s identity and values. A misaligned response can:
- Feel opportunistic rather than authentic.
- Confuse or alienate your audience.
- Fail to make a meaningful contribution to the conversation.
For example, a law firm suddenly jumping into a high-profile divorce. Similarly, a corporate brand commenting on a social issue without a credible connection could be met with scepticism.
The Ugly: When it causes harm
At its worst, poorly executed reactive PR can not only damage your brand but also harm others. This can happen when:
- A response is rushed without proper fact-checking, leading to misinformation.
- A brand capitalises on a sensitive topic in a way that appears exploitative.
- A statement backfires, creating a PR crisis rather than an opportunity.
For instance, brands that have attempted to engage with breaking news related to tragedies or crises have faced severe backlash when their input was perceived as not reading the tone of the room. Always consider whether your response adds value or if it’s best to stay silent.
Reactive PR is a powerful tool when approached strategically. By preparing in advance, ensuring alignment with your brand, and responding with authenticity and speed, businesses can turn fleeting moments into long-term reputational wins. However, when reactive PR is misaligned or mishandled, the risks can outweigh the rewards. The key is knowing when to speak, what to say, and, just as importantly, when to stay quiet.
Let’s talk
If you’re looking to level up your communications strategy with a framework for reactive PR, get in touch with our expert team at O.agency at letstalk@o.agency.
