When BBC Radio 4 and 5 Live called our founder, Jess Morgan, to feature live on air, it wasn’t just a career highlight. It was a testament to the power of PR. 

You’re probably wondering how that happened. The BBC don’t just ring you up out of the blue and invite you to speak on not one, but two national radio slots. 

Let’s rewind. The story starts over a year ago. 

The power of reactive PR

In 2023, Jess contributed to a piece for Raconteur. The comment was thoughtful and relevant, positioning Jess as an opinion leader worth featuring. It was shared online, across social media, and in newsletters, amplifying the coverage nicely. 

Fast forward one year later, when another journalist read that Raconteur piece. She contacted our team directly about contributing to a follow up piece for iNews, and we arranged an interview. They had a great conversation, and the journalist featured Jess’ comments. Again, the article made the rounds, and sparked attention.  

One interesting correlation was a massive spike in web traffic in the days following the publication of the iNews piece (see image below). 

A month later, we got another call. The BBC wanted to interview Jess live on air, for both BBC 4 and BBC 5. Finally, on a Friday afternoon in early December, Jess was live on air, speaking to audiences across the country. 

This is a great case study for how reactive PR can work wonders, not just in the moment, but long after the initial effort. So, let’s unpack why this works and how we can make it work for your business too. 

Why bother with reactive PR?

Reactive PR can truly be the gift that keeps on giving. You plant the seeds with one well-placed piece of content, and sometimes, they sprout into unexpected opportunities down the line. A piece you contribute to today could resurface a year from now, catching the attention of someone new – like a journalist or producer looking for an expert voice. 

Why? Because people – whether they’re journalists, editors, employees, clients, or consumers – do their homework. Whether they’re doing digital due diligence or just feeling a little nosy, Google is still everybody’s best friend. They’ll search you, your company, or your industry/services. If your name keeps coming up as a knowledgeable, trustworthy source, opportunities will follow – whether that be for more business or PR. 

How we make reactive PR work for our clients

Our clients are busy. Some want to be immersed in our activity and fully engage, while others need to keep their direct involvement minimal and efficient but impactful. We know how to pack a punch both ways and tailor our process and approach to our client’s unique needs, working around tight schedules. 

That’s often part of the reason they’ve engaged us – they want the results but don’t have an in-house team. That’s why we get to know your voice and keep soundbites or old quotes on file. We use meetings as opportunities to learn more about your tone and perspective and file that away for when we’re scanning media opportunities. We craft copy that sounds and feels like you, and then we work with you to edit and approve. You’ll never have to stare at blank page when we ask for comments (unless you want to!). 

Our checklist for maximising reactive PR opportunities

Here are some practical steps to ensure you’re ready to seize these opportunities when they come knocking at your door. 

1. Be visible: make sure your business and spokespeople are easy to find online. They must be easily contactable, too. Websites and social profiles should be active and up to date, with clear and correct directions to get in touch with you. If you’ve engaged professional PR services, these are non-negotiables – you’ll quickly stunt the publicity and attention generated if people don’t know how or where to find you.  

1. Remove barriers: journalists and producers are often time-poor and working to tight deadlines. They won’t usually waste precious time trying to track you down. Make sure your contact details are clear and correct. Your online presence should clearly communicate who you are, what you do, and how to get in touch. If you’re hard to find, you’re easy to overlook. 

1. Be consistent: keep your content fresh and up to date. Regularly contribute to industry publications, share your insights on trending topics, and engage with your community online. The more consistent your presence, the more likely you are to stay on someone’s radar. 
2. Build relationships: this one’s for your PR team. Our philosophy is that we don’t just respond to opportunities – we create them. We build relationships with journalists and editors by being helpful and reliable. Over time, they’ll start coming to you as a trusted source. A guiding principle here is to remember that these relationships should be mutually beneficial – don’t go to journalists expecting guaranteed coverage. You have to add value for them, their readers, or editors. You can’t expect overly promotional content to be published editorially. 

Persistence pays off in PR

When Jess’ voice hit the airwaves, it wasn’t just a proud moment for her and our team. It was proof of how being proactive and prepared can lead to moments of national recognition. Your company, spokespeople and (if you have a crack PR team to prep you 😉) even some of your key messages can get valuable airtime. 

I’ve talked about leveraging your PR ecosystem before; this is another great example of the power of persistence in PR. The work you put in today might not pay off immediately, but it can pave the way for incredible opportunities down the line.  

Remember, reactive PR is about more than just being ready for opportunities. It’s about creating the conditions where opportunities come to you. So, make yourself easy to find, build those relationships, and watch as one opportunity turns into many. 

Want to learn more?

Of course, my advice would be to get in touch us directly and have a chat. But if you’re not ready to invest in PR, that’s okay too. Our eBook might be a better place to start – it’s aimed at SMEs and founder-led businesses. Powerfully Practical PR is full of actionable, DIY advice to guide you through your own PR journey. 

Read our tips, strategies, and real-life examples to help you get started for just £5.99. 

Wondering how to prepare to be on air? Industry expert Jill Misson has taken over the Carnsight blog with her tried and tested advice. As a presenter and producer, she’s hosted programmes, podcasts and documentaries for the BBC and BFBS, so it’s worth the read (https://www.carnsight.com/2023/06/27/ready-for-radio/).