Securing reactive PR opportunities for our clients forms a key part of our PR campaigns and adds great value by securing coverage in niche and national titles.
By adding expert commentary on a broad national topic or niche knowledge of a subject for B2B media, reactive PR opportunities are a great way of extending the reach of a PR campaign beyond your foundational media relations activity.
There’s often SEO benefit, too – whether that’s from a website offering a backlink to your client, or by providing commentary that will help a business appear in Google’s AI overview or AI tools such as ChatGPT.
Read on for some reactive PR examples secured for our clients in 2025.
Reactive PR for professional services
R&Co has extensive experience in the professional services sector, working with clients in accountancy, legal and security services.
Reactive PR is beneficial for businesses in this sector because it can often add expertise to topics with mass consumer appeal, as well as demonstrating expert knowledge of the business’ core subject matter for B2B press.
Google prioritises trustworthy content on YMYL (your money or your life) topics, so providing accurate, timely information on matters such as taxation and legal rights can have real benefits to a business.
Reactive PR tactics for professional services rely on keeping a close eye on the news agenda and the types of enquiries which journalists are looking for commentary on.
Prime Accountants
With the ongoing cost of living crisis and major changes to the rules around National Insurance and Capital Gains Tax, journalists are regularly looking for experts to explain how individuals and businesses can best manage their finances.
One such example was a request from the Daily Express for a comment on a little-known inheritance tax rule which can cut an individual’s overall tax rate by 4% by making charitable donations through their will.
We supplied expert commentary from Paislei Godley, director and tax specialist at Prime Accountants Group, which was used by the The Express (Domain Authority 93) and major regional title Birmingham Live (Domain Authority 89), both carrying valuable backlinks to the Prime Accountants website.
Blythe Liggins
Providing accurate, trustworthy responses to legal questions is another means of gaining top-tier media coverage.
We recently put forward Jagdeep Sandher, partner and head of civil litigation at our client Blythe Liggins Solicitors, to answer a journalist’s question on the legal rights around painting a neighbour’s fence.
By providing clear, timely advice and busting the common ‘left-hand’ myth, Jagdeep’s commentary was used on national news websites including The Express and The Mirror.
The coverage was also syndicated across some of the biggest regional press titles in the UK, such as the Manchester Evening News and Wales Online.
The coverage also earned eight backlinks to the Blythe Liggins website from news outlets with domain authority ranging from the high 60s to early 90s.
Reactive PR for logistics and supply chain
Logistics is a very broad sector, full of niche media titles and a patchwork of businesses which each make up a vital piece of the supply chain jigsaw.
So, demonstrating expertise through reactive PR can be extremely beneficial for businesses in this sector.
With ever-changing rules and regulations in an industry which quickly feels the wind of economic change, being reactive is a fundamental part of logistics businesses’ operations.
Journalists are often looking for up-to-the-minute commentary of those changes, so being across the industry and what it is talking about is crucial.
Customs Support Group
In July, global news website Forbes was seeking commentary on the newly-signed EU/US trade deal, hailed by President Donald Trump as ‘The Biggest Ever’ trade deal.
We successfully pitched our customs clearance experts Customs Support Group (CSG) for the article, with comments from CEO John Wegman used throughout in the piece.
The article also earned a backlink to CSG’s website from the 94 DA website.
Reactive PR for housebuilders
Journalists covering major housebuilding projects often plan their coverage a long way in advance, so having your finger on the pulse of property reporters’ plans is very helpful.
Content can often be used in major mass-market titles such as the Metro, ensuring your clients’ developments can be seen by a large audience outside the geographical area of the development. Perfect for anyone looking to relocate!
Miller Homes
By responding quickly to a reactive PR opportunity, we were able to secure national print and online coverage in the Metro for our client Miller Homes.
The story, which shouted about the benefits of living in Basingstoke, featured Miller Homes Southern’s Oakley Grange development.
Contact us for support with your reactive PR
Need help developing your reactive PR strategy? Our PR team is made up of former journalists and seasoned PR professionals with extensive experience in delivering reactive PR services for clients across many different industries. Contact our team to find out more.
