What is Reactive Digital PR?

During the current climate, Digital PR has become less about the big campaigns and more reactive. Continue reading to find out what exactly Reactive Digital PR is and how to do it well.

Non Reactive Digital PR vs Reactive Digital PR

Obtaining coverage on high authority websites, not only increases exposure for your brand, but also works to generate a number of backlinks for your website. All in all increasing it’s authority, helping it to appear for the most relevant search terms. 

At Clicky we can’t hype up digital PR enough, it’s integral alongside SEO for many of our clients, helping them to overcome challenges to increase brand awareness and expand the reach of their content.

This part of the strategy focuses on reaching out to authoritative journalists, online publications, and press outlets. Informing them of your brand and any pieces you’ve created that could be of relevance to their audiences too. Aim – to secure brand mentions and links. This is a positive signal to search engine crawlers. It shows that your website is trustworthy and should be awarded higher positions in the results pages.

With non reactive digital PR, advanced preparation can often be beneficial; it allows us to create content in advance of key calendar dates. Specifically tailored pitches, and media lists in order to get in front of the most relevant industry professionals. 

Is it worthwhile – absolutely! Is advanced preparation always required? Not always! Enter reactive digital PR and newsjacking…

What is reactive digital PR?

Reactive digital PR and newsjacking are all about responding quickly to the news and passing comment on trending topics to obtain coverage for your brand. It’s about monitoring what people are talking about and searching for online now, and jumping on any opportunities as and when they arise. 

Alongside our preplanned content and outreach calendars, reactive digital PR is something we also factor in for our clients. It allows the content team to flex their opportunistic muscles. Providing value through building relationships with the press, when the most relevant issues topics for our clients hit the headlines.

How to do reactive digital PR 

Reactive digital PR is all about finding the right opportunities. Here are some tips for sourcing opportunities that could result in coverage that are relevant to your business.

  • Monitor media enquiry hashtags on Twitter – Media enquiry hashtags are used by content creators to reach out to people to ask them to contribute to features. Journalists tend to use #journorequest or #prrequest to ask for expert comments to include in articles. Ecommerce companies can reach out to influencers with hyper engaged followers, to offer them products for review on their website.

  • Sign up to HARO – Help a reporter out is exactly what it says on the tin. You can create a free account here to get email notifications filled with queries from journalists and bloggers, looking for sources to share their expertise and tips to include in their content pieces. Scanning through these each day and responding to any relevant to your brand is a great way to gain publicity. Timing and speed are of the essence though, we recommend responding quickly to avoid missing out. 

  • Utilising Google alerts – Set up a search engine alert for industry related terms to discover which journalists/influencers are regularly writing content about relevant topics to your business. Reaching out to them could result in a collaboration and link for your website. You can also use this method to monitor brand mentions of competitors.

Interested in working with our Digital PR team?

We can’t shout about digital PR enough, it’s integral alongside SEO and can be used to strengthen your digital marketing efforts.

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Here are some examples of how we’ve used reactive digital PR to increase exposure for our clients…

Newsjacking Facemasks

When facemasks became mandatory in retail outlets across the UK, we saw a rise in search volume for users looking for ‘where to buy face masks’ and similar terms online. We knew there was an appetite for fashionable fabric face coverings. One of our clients had just launched a high quality sustainable product, created to raise money for a great cause. Winner.

Earlier in the year Little Mistress teamed up with Kindred in partnership with NHS Charities Together, to launch a range of rainbow themed products to thank the NHS; consisting of different apparel types including totes, T- shirts and face masks.

We noticed an increase in journalists publishing round-ups listing where to buy face masks. So, we got in touch asking if they would be interested in adding the Little Mistress products to their articles. 

We were able to secure coverage on highly relevant websites such as HELLO, Glamour Magazine, Prima and Pop Sugar, resulting in a 7.14/1 ROI from the activity respectively.

Expert commentary in relation to government updates

We reached out to the consumer team at The Sun, letting them know that if they felt expert comment on employment law topics following any government announcements, would benefit or provide context to their articles, we would be happy to help. This resulted in high authority coverage for our client. 

Additional Tips

Don’t ask, don’t get. Don’t shy away from asking for a link. Explain to the journalist why it’s beneficial for them to link to  your website – outline how this adds value to the user. 

No follow links are beneficial too.  Lots of media publications have a policy to not provide do follow links, so is it still worth liaising with them to gain links? Yes! Increased referral traffic and brand awareness are just some of the reasons no follow links are worth accumulating. 

Google also now treats the nofollow link attribute as a ‘hint’. Where links with  rel=”nofollow” attributed to them didn’t used to be discounted in search algorithms, there is now evidence to suggest that Google uses this link format as credit for rankings.

Written by Lowri Jones

Content and Digital PR Executive