This podcast episode explores reactive PR with digital PR expert Mark Rofe.
Join us as Mark delves into:
🔥 The Warren Buffet approach to PR and finding the sweet spot for reactive PR pitching.
🔥 Strategies for planned and unplanned reactive PR.
🔥 Tips for high-quality, relevant pitches tailored to journalists' interests.
And much more.
Some major takeaways for me are:
1. Reactive PR can be divided into planned (e.g., holidays, scheduled events) and unplanned (e.g., unexpected company layoffs, natural disasters) components. Prepare for both types to maximize opportunities.
2. High-media-interest topics are likely to get more coverage but are also more competitive. Low-media-interest topics might yield fewer but more targeted placements.
3. The window of opportunity can be very short, sometimes just a few hours. Being plugged into real-time updates and having pre-prepared comments can help.
4. For planned events, prepare different potential comments in advance and get pre-approval from clients. This allows you to react instantly when the event occurs.
5. Create a list of journalists who have covered similar stories in the past. This list should be updated regularly to account for their roles or beats changes.
6. Focus on sending high-quality, relevant pitches rather than mass emailing. Tailor your pitches to the journalists’ interests and recent work to increase the chances of coverage.
7. To ensure that the comments or insights you provide are authoritative and relevant, ask, “Would I (or your client) be comfortable talking on TV about this topic?”
8. Include relevant keywords in your email subject lines and comments. This increases the likelihood that journalists will find your past pitches when searching for sources on similar topics in the future.
Time Stamps:
0:00 - Introduction
1:41 - How Do You Differentiate Newsjacking and Reactive PR?
3:45 - Is Reactive PR a Big Part of Your Digital PR Toolkit Nowadays?
7:01 - Have You Seen a Drop-Off in Getting Your Pitches Read?
8:20 - Could You Outline Your Reactive PR Matrix?
10:40 - Would Something That's Low Media Interest Yield Less Coverage?
14:30 - Can You Scale Either Approach?
16:48 - What's the Workflow For a Reactive Approach?
19:03 - What Tools Do You Use to Stay on Top of New Trends for Reactive Pitching?
20:57 - Are You Basically Building a Mini Newsroom?
23:17 - How Much Time Do You Have to Formulate An Idea and Pitch?
24:54 - How Do You Recommend Building a List of People To Reach Out To?
26:31 - Is the Ideal Starting Point to Identify Topics We Want to Be Authorities for?
28:55 - How Do You Validate a Prospect Before Pitching?
32:15 - Are You Formulating Lists Ahead of Time—on the Fly—or Both?
35:00 - How Do You Determine if You/Your Client is Relevant or Authoritative Enough to Pitch a Quote?
37:53 - Does Where/How You're Reaching Out Make a Difference?
40:24 - What Made You Decide to Create a Digital PR Course?
42:34 - Where Do You Get Ideas and Inspiration For Your Newsletter?
Links mentioned in the video:
Digital PR Newsletter: [ Ссылка ]
Digital PR Course: [ Ссылка ]
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