A practical guide for agencies, in-house teams and freelancers. Over the past 12 years, I’ve actively tested and refined a reactive PR process across different brands, sectors and news cycles — adjusting how quickly teams respond, how angles are shaped, how experts are prepared, and how outcomes are tracked. The goal wasn’t to chase coverage. It was to understand what actually gets used by journalists when news breaks, and why.
A practical guide for agencies, in-house teams and freelancers. Over the past 12 years, I’ve actively tested and refined a reactive PR process across different brands, sectors and news cycles — adjusting how quickly teams respond, how angles are shaped, how experts are prepared, and how outcomes are tracked. The goal wasn’t to chase coverage. It was to understand what actually gets used by journalists when news breaks, and why.
