Rapid response, newsjacking, reactive outreach—whatever you call it, it’s a major part of a successful PR program. Reporters need color commentary and deeper analysis on breaking news, your clients need coverage in outlets that won’t cover product news directly, and you need to improve your media relationships.
Targeted is Smooth, Smooth is Fast
When a news story breaks, you have hours, not days, to get a comment ready. If you’re looking at too many news sources or topics to find rapid response opportunities, you’re more likely to miss things or take too long. A shorter, more targeted list is easier to scan first thing in the day, even if you’re busy. To create one, plan out a short list of topics to comment on in advance, use Google Alerts or a media monitoring tool to generate a list of targeted articles, and follow relevant industry figures on X (formerly Twitter), Threads or LinkedIn.
Step Outside of Your Comfort Zone
When building that targeted list of topics, consider both your clients' areas of expertise and what might capture the interest of the publications they're aiming for. Clients often feel that they need a higher level of expertise to comment on a topic than what reporters expect. You may need to gently push them to step outside of their comfort zone to talk about things that are in the news. For example, a human resources tech startup could comment on diversity in hiring, the use of AI in HR and resume writing, or perhaps even student loan repayment plans.
Plan the Process to the Letter
The more details you plan, the faster you can be. Use a spokesperson that has enough free time to respond quickly, even if their title is less impressive. Flag opportunities on Slack or text message if the spokesperson gets a lot of email. Whenever possible, draft a comment and have your spokespeople revise it rather than asking them to write something. It is often faster.
Less is More
Like sound bites, short comments are almost always better. Make them concise, pithy and interesting, and they’re more likely to get used. Aim for two to four sentences. You’ll be tempted to make these longer to fit in more of your clients’ messaging, but resist that urge.
If your client has more to say, have them write a thought leadership blog post or a social media thread about it. This works particularly well if your client can do some kind of deeper analysis of the news. For example, a cybersecurity client posted a technical writeup of a recent data breach on X (formerly Twitter). We submitted a comment to news outlets summarizing what they found, and both the comment and a link to the thread were included in an article about the data breach.
Consider Local Outlets and National Issues
Local newspapers, radio stations and online publications can prioritize comments from local companies that explain how a national issue affects the community. Make sure these contacts are on your list of targets.
One story can lead to another. For example, our agency pitched commentary from a client about a ransomware attack to a local technology outlet. It was included in an article, and that reporter reached out a week later when there was a development in the story. The client also received an invitation to join the local NPR radio program. All thanks to that first comment.
Austin Williams is Program Director at Voxus PR.