In this episode of the BuzzStream Podcast, Alice Walker Gibbons discusses the specifics of running a successful reactive PR service.Alice shares insights into Embryo's integrated services, including SEO-led and brand-led stories, creative campaigns, and the crucial role of reactive PR in their strategy. They discuss a successful reactive PR campaign relating to a norovirus outbreak, highlighting the importance of speed, content repurposing, and journalist relationships. Alice provides tactical advice for building a press office, creating evergreen content, and navigating client approvals for effective reactive PR execution. This episode offers a comprehensive look at ensuring a consistent stream of media coverage through proactive and reactive PR approaches.
⏰ Timestamps
[00:00:00] Intro
[00:01:18] Can you tell me a little about Embryo?
[00:02:52] Do you think reactive PR is something more common in the UK?
[00:04:39] Can you give us an example of a reactive PR campaign?
[00:07:35] Do you actively look for topics for reactive PR?
[00:08:43] Do you always need an existing piece of content (from a client) to pitch a reactive PR piece?[00:10:42] How do you (quickly) get to know a client/site's content that could be used for reactive PR?
[00:12:57] How do you pitch existing content?
[00:14:17] Are you actually copying and pasting the press release within the email?
[00:16:03] Are you attaching imagery as file attachments or linking to a Dropbox?
[00:17:52] Is reactive PR best as a supportive approach to other digital PR efforts?
[00:18:56] Can you tell me more about the proactive PR you do at Embryo?
[00:20:05] Do you strategize around industry events?
[00:20:59] Is newsjacking the same as reactive PR?
[00:22:24] Do you monitor news as a team?
[00:24:18] When do you loop the client into this to determine if they will go with it?
[00:25:51] What happens if a client is slow to respond or approve?
[00:27:40] Are there some industries where reactive PR works better?
[00:28:43] Is responding to #journorequests the same as reactive PR?
[00:29:51] How do you build relationships with journalists?
[00:31:18] Can you talk about how you break down targeting journalists for reactive campaigns?
[00:32:52] How do you find journalists?
[00:34:17] Do you reach out to journalists who cover breaking news?
[00:35:41] Can you explain what an "SEO journalist" is?
[00:37:52] What are the benefits of reactive PR?
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