Both planning and responding
With proactive PR we build the news ourselves: a study, a launch or a story of your own that we plan in advance. With reactive PR we respond to what is happening in the media, such as a news event, a trend or a journalist request.
That way you are not only visible when you have something to announce, but also when an editor is looking for someone who can say something sensible about it.
- Proactive: plan studies, launches and your own stories in advance
- Reactive: respond to news, trends and journalist requests
- Only join a story when you have something substantive to say
Two tracks, one visible brand
Some PR you plan months ahead, other opportunities last a day. We make sure you are ready for both.
- 2 tracksPlanning and responding side by side
- Fast switchingA reactive opportunity often has a window of a day or two
- OngoingA continuous partnership, not a one-off campaign
Create a calendar
Map moments, themes and available data.
Line up experts
Who can respond quickly, and with which message.
Follow the news
Spot trends, current events and journalist requests.
Act and evaluate
Respond fast or plan ahead, then review what worked.
| Proactive PR | Reactive PR | |
|---|---|---|
| Starting point | Your own story or research | News, a trend or a journalist request |
| Planning | Weeks to months ahead | Within hours to days |
| Examples | Data story, launch, research | Expert comment, reacting to current events |
| Risk | Timing and news value | Being too late or forcing a connection |
| Return | Your own agenda and coverage | Visibility as a go-to voice |
Who it is for
Brands and experts who want to be in the media more often than only at their own launch, and who can switch quickly when an opportunity appears.
Frequently asked questions
What is the difference between proactive and reactive PR?
With proactive PR you create the news yourself. With reactive PR you join a story that is already in the news.
How fast can you respond?
That partly depends on your approval. With a short sign-off line a response within a day is possible.
Is reacting to news not opportunistic?
Only if there is no real link with your brand or expertise. We only join in when you have something substantive to add.