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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