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What is the difference between proactive and reactive PR?

Do you know the difference between proactive and reactive PR? They are both essential, and Journolink will explain why.

At Journolink, we believe that Public Relations can be separated into two approaches, proactive and reactive. Traditionally PR was reactive i.e. crisis management. More recently businesses have been using proactive PR to gain and create positive media coverage.

In small businesses, it is important to consider and plan both proactive and reactive PR to better share news and updates about your business.

Good PR essentially shines a positive light on your business.

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Below we’ve created some points to consider.

Proactive PR for small businesses

When creating your DIY PR plan, as a small business it should be centred on a proactive approach, seeking opportunities and actively promoting your brand to your target audience.

Once you have researched exactly who is your target audience, you can design and deliver engaging content that will appeal to them.

Using content to promote your business

The first step is to create content that promote your brand, products and company in a positive light. Use captivating case studies, quotes, trending topics and stories to attract your chosen audience and show them who you are, what you do, and how well you do it.

Use JournoLink to get your stories in the press

Easy-to-use, easy-to-learn publicity software built for small businesses.

Get the timing right

Secondly, consider timing. When is the best time to release your content in order to ensure the best pick up, is the topic being discussed in the media?

Whether this includes developments within the business itself, such as a new partnership or relaunch, or whether you piggyback off-key news events or topics that are all over social media; create a PR content calendar to track the right time to send your release.

Position your company as an expert in your field

Thirdly, look for comment and interview opportunities on social media and online PR platforms. Offer yourself as an expert in your field, positioning yourself and your brand as trustworthy, credible and experienced.

By following these steps, you can create an overall positive brand image.

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In addition to positive news, if you need to respond to negative stories or counteract bad press, reactive PR is your friend.

Counteract any issues with reactive PR

Three things to have in mind when preparing your reactive PR plan are your audience, brand and having a clear point.

Talk the same language

Firstly, who is your audience and what would they expect you to say?  The skill is ‘talking’ to them in their language, with a clear message that they can understand.

Honesty really is the best policy, as it is much better to acknowledge a shortcoming and say sorry than it is to avoid taking responsibility and go into denial mode. People generally accept that mistakes can happen, and appreciate transparency.

Reaffirm your brand integrity

Secondly, think about your brand and what it stands for. By all means, say sorry, but also take the opportunity of reminding your audience that your brand cares, and make sure you are clear in what it does.

Be succinct

Thirdly, stick to the point. Especially when something has gone wrong, journalists will try to extract quotes from you that will add fuel to their story. Don’t let them put words into your mouth, and don’t let them take you into topics that are not relevant, or that you simply don’t want to talk about. Create interesting stories that share exactly what you want to say, but be succinct

From considering the above you will be prepared with what you want to say, be able to anticipate the questions you don’t want to be asked and have ‘close down’ answers ready.

By creating both proactive and reactive PR plans you will be able to keep on top of your brand image and show your business in the best light.

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If you would like to hear more of Journolink’s business tips or would like to hear how you can get more media coverage for your business contact the JournoLink team on sales@journolink.com.

If you would like to hear more of Journolink’s business tips or would like to hear how you can get more media coverage for your business contact the JournoLink team at sales@journolink.com.

Journolink: The Simple Solution for Business PR.

Use JournoLink to get your stories in the press

Easy-to-use, easy-to-learn publicity software built for small businesses.