originally posted to www.carnsight.com 

When we talk about PR, we often hear the terms proactive and reactive, but what do they really mean? Let’s break it down and explore why proactivity should always be your secret weapon in the world of public relations.  

Reactive PR 

As the name suggests, reactive PR is all about responding to external events and factors. Think newsjacking, crisis communications, or reacting to something in the news cycle. It’s about being quick on your feet, spotting opportunities as they arise, and jumping in when you need to. Whether it’s hopping on a trending topic or answering a journalist’s call for comment, reactive PR plays a really important role in keeping your content timely and relevant. 

Here’s a little example from Carnsight in action: 

WPP’s Return-to-Office Policy — When WPP introduced a new office mandate, it sparked global debate. Journalists jumped on the story, and we were able to quickly provide relevant comments to weigh in on the discussion. This is reactive PR – maximizing opportunities in the moment. 

Proactive PR 

In my opinion, this is where the real magic happens. Proactive PR involves creating stories from the ground up. It’s about digging deep into the business, its people, and the unique angles you can highlight. Proactivity means you’re always looking ahead, thinking strategically, and shaping your brand’s narrative before external events even occur. 

Why does proactive PR matter? Because reactive opportunities are out of your control. They depend on things happening outside your brand, which doesn’t always align with your business tone and values. With proactive PR, you’re in charge (as much as anyone is in the media anyway! But that’s an explanation for another day) creating the momentum and crafting the stories that will resonate with your audience. 

Proactivity in Action 

Even when we’re diving into reactive PR, remember this: As a PR you still have to be in control. As a PR professional, your job is to proactively drive the strategy forward, whether you’re chasing down a reactive opportunity or taking the reins with proactive storytelling. Proactivity is everything in PR. From coming up with fresh ideas, to executing those ideas seamlessly, to pitching and following up – it’s all about taking the initiative. 

Take this example. We didn’t just wait for a story to fall into our lap. We actively created and pitched a press release about our new appointments, resulting in coverage like this: Bath Business Net. This is proactive PR- spotting opportunities, creating them, and pushing the narrative forward. 

At the end of the day, both reactive and proactive PR are vital parts of the overall strategy, but proactivity is the key. Whether you’re responding to a crisis or jumping on a trend, your role as a PR professional is to make sure you’re always as ahead of the game as possible. It’s about anticipating what comes next and driving the narrative forward — not just reacting to what’s already happened. 

To learn more about the ins and outs of PR consider reading our blog on the different strategies and elements of PR covering everything from press releases to thought leadership and comment features.  

About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.