Stay ahead or catch up – the art of Proactive & Reactive PR

By Kim Hughes, Director

Just like any sector, the PR industry is always changing. And, when it comes to media relations specifically, at Goldings Communications we often talk about two main strategies to keep your brand shining: proactive and reactive PR.

Both have their own superpowers to shape and maintain a company’s image. But what is the difference?

Proactive PR

Proactive PR is all about taking the initiative to create and control the story, narrative and messaging surrounding your organisation. It involves planned activities designed to promote a positive image, announce significant milestones, and keep the public engaged.

It’s about creating your own headlines and making sure everyone’s talking about you for all the right reasons.

Here’s how proactive PR keeps you in the spotlight:

1. News announcements: Got something awesome to share? Regular news about your latest achievements, partnerships, awards or anything else that’s big for your organisation will keep your brand in the public eye. It could be a press release, or it could simply be an email or phone call to the right reporter.
2. Service or product launches: Introducing new products or services with a well-coordinated PR campaign can generate buzz and drive consumer or client interest. This often involves media events, exclusive previews, and targeted, proactive outreach to influencers and journalists.
3. New staff announcements: Highlighting new hires, particularly those in senior or executive positions, not only shows growth but also brings fresh energy to your company’s image and highlights you as a great employer.
4. New office openings: Expanding to new locations or opening a new premises? Shout it from the rooftops! Announcing new offices signals success and growth.
5. Thought leadership: Positioning company executives as thought leaders through authored articles, speaking engagements and interviews can enhance the organisation’s reputation as an industry authority. It helps you become known as the go-to expert in your field.
6. Corporate Social Responsibility (CSR) initiatives: Doing good feels good and looks good too – it also shines a light on the charity you’re supporting and encourages others to do the same. Promote your community service, sustainability efforts and charitable acts to build a positive image and earn public love. It’ll also foster goodwill with your staff members too.

Reactive PR

Reactive PR, on the other hand, involves responding to events and situations as they occur. This can include managing crises, capitalising on trending news and addressing issues from the public or media.

It’s about handling the unexpected and making sure you stay on top.

Here are some essential reactive PR activities:

1. Newsjacking: Jump on trending news that relates to your industry – remember, it has to be relevant. Offer your expert take or a fresh angle to get some of that media spotlight. Offering commentary or a unique perspective on a topical issue that’s linked to what you do can gain you media coverage and increase visibility.
2. Crisis management: When a crisis hits, whether it’s a scandal or negative press, reactive PR strategies are critical. This includes issuing timely statements, holding press conferences if needed, and engaging with stakeholders to manage the situation effectively. Having a solid plan and expert advice around how to manage these situations is essential.
3. Responding to enquiries: Handling media enquiries quickly is the key. They need quick, clear answers to help maintain trust, and if you’re responsive, they will come back to you again. Stay transparent and keep the communication lines open.
4. Listening tools: Keep an ear to the ground with tools that monitor social media and other platforms. This helps you catch emerging issues or trends early and means you can respond swiftly. There are many platforms which you can pay for, but there are some simple tools too like Google Alerts for yourself and your competitors, or monitoring #JournoRequest hashtags. Monitoring what people are talking about allows PR teams to gauge public opinion and respond quickly to emerging issues or trends.

Proactive PR builds your image and keeps the good vibes rolling, while reactive PR ensures you can handle whatever life throws your way.

Balancing these strategies when it comes to media relations, helps you and your organisation stay strong, resilient and always ready to shine.

Want to know how Goldings Communications can support your organisation? Just get in touch.