The three ‘R’s' of Reactive Media.


Reactive media… what is it, and as an organisation - do I need to do anything about it?

To understand what reactive media is, we have to start with proactive media. Proactive media is when you send a story out to the media - it’s the issuing of your own press release, publishing a letter to the editor or sending out a media alert. You’re being proactive about creating the news.

Reactive media is all about reacting to stories that are already in the news, that might be related to your industry. It allows you to put out statements, add comment or issue a press release - to seize media opportunities and boost your public relations profile - through a reactive process.

There are three ‘R’s’ when it comes to reactive media that every organisation should be aware of  to best maximise media coverage opportunities.


You should be aware of every news story that is relevant to your organisation and industry - every day!

Do your news research to ensure you know the best timings and best approach to react to a media story, weighing in on the public conversation.

Platforms like Twitter, daily news websites and setting up Google Alerts are all great tools to help you research news and media daily.


To capitalise on reactive media and get your statement or comment in the mix - it’s important to be ready to go when the opportunity strikes. 

Having templates in place that allow you to draft and approve comments quickly, and get them to  media contacts in a timely manner, is imperative.

Deciding on, and building your public relations process in advance is crucial to maximise your reactive media opportunities.


The final R is REACT! The most important thing you need to do is get your statement out there - quickly. Send your release to the media, post it on your website, share your comments on socials. 

A big part of boosting your profile and media coverage through reactive media is being confident to share your opinion and your statements. Don’t be shy - get your thoughts on as many platforms as you can.

It’s crucial mindful of the three ‘R’s”, to keep a sharp eye on the news in your industry, and be ready to act on opportunities you have to add to media stories - harnessing reactive media allows you to become a leading commentator in your field. 

Katie Clift

*If this blog post helped, drop me a line at to say hi! You can also grab a free copy of my Public Relations Plan Template, tried and tested internationally for over a decade. What are you waiting for? Upscale your media coverage today!

All information provided in this article, and on this website is for general information and entertainment purposes only. It in no way constitutes professional advice - reading, making decisions based upon and/or using any information within this article is done so at the reader’s own risk. Under no circumstances will Katharine Clift be liable for any loss or damage (including without limitation indirect or consequential loss or damage) or any loss or damage whatsoever arising from loss of data or profits arising out of, or in connection with, the use of this website or article. Unless otherwise noted, Katharine Clift is the legal copyright holder of all material on this website, and it cannot be reprinted or re-published without written consent. Any personal and/or contact information provided to Katharine Clift or Katie Clift Consulting will be kept private, and will not be sold or disclosed to any other companies.

Katie Clift