As you’d expect from a London office full of former journalists, we operate like a newsroom in real time.
Not only do we jump on breaking news for clients, but we make it as well, by distributing expert brand commentary that adds real value and insight to journalists’ stories, immediately. We’re always looking for ways to insert your brand and messaging into the day’s main events, earning stacks of coverage and natural links in the process.
Our work often integrates reactive PR services, allowing us to complement creative campaign moments with timely hooks that boost reach and relevance.
From product-led activations to culturally aware talking points, we make sure your stunts work hard across PR, content and SEO. With the added agility of our reactive PR services, we help brands show up at the right moment – not just the planned one.
Reactive PR Services
Reactive PR is the practice of responding quickly to breaking news, emerging trends and live media moments to earn your brand coverage it couldn't have planned for. When a story breaks, journalists need expert voices fast. Our reactive PR services put your brand in that position – ready with the right angle for the right moment, before the opportunity to be part of the story closes..
Put your brand where the conversation starts
When news stories break, your audience is already listening — and so are journalists. As a trusted PR agency, we make sure your brand’s expert commentary lands first, driving visibility and influence exactly when it matters most.
Our reactive digital PR approach helps you stand out, earn quality coverage and build long-term credibility.
What is reactive PR?
Reactive PR is about jumping on the news agenda in real-time. It’s a fast-paced, strategic way to get your brand featured when the media is already listening.
Whether you’re responding to breaking news, viral stories or emerging trends, reactive PR helps brands stay visible and relevant.
How our reactive PR expertise helps
We spot opportunities early
We don’t wait for opportunities – we spot them early and act fast.
Our team works like a newsroom, monitoring the media landscape and crafting responses that earn coverage and credibility.
We position you as the expert
Whether it’s data-driven angles or insightful PR commentary, we position your brand as a trusted voice with something to say. This builds authority and puts you at the centre of the conversation.
We deliver lasting impact
This approach helps secure high-authority placements while strengthening long-term media relationships and enhancing SEO performance.
With our blend of creative campaigns, and smart reactive PR, and wider PR services such as talent management, we ensure your brand is ready to lead – not just follow – the conversation.
Take a look at how our work has delivered impactful results and get a taste of what we can do for you.
Our reactive PR tactics
Our newsroom-trained team uses a proven mix of tactics to help you respond fast and effectively:
- Newsjacking: Reacting quickly to breaking news stories and adding your expert voice.
- Social Media Trends Monitoring: Spotting viral conversations before they peak.
- Crisis Management: Protecting your brand reputation with clear, timely responses.
- Journalist Requests: Tracking media and journalist requests to find coverage opportunities fast.