Reactive pitching is a lot like playing in a
sporting event: it's competitive, good offense is
key and you need the right team around you.
You can also execute the perfect play at the
most opportune time, and the score still might
not go your way.
Many PR professionals never take the
opportunity to pitch reactively, as it's
challenging to plan for and takes a certain
expertise to execute. It can also be seen as
risky, because reactive pitching often requires
making a prediction, taking a strong stance or
going head-to-head with competitors.
However, reactive pitching is a tactic that
secures coverage without having any news of
your own and can result in highly-visible
mentions that showcase your executives as
thought leaders in a given industry.
In this playbook, we'll introduce three reactive
PR formations brands can use to secure media
coverage. Each formation takes advantage of
something happening in the news, whether it
be an emerging trend, a global event or a
competitor announcement.

Reactive pitching isn't for every PR team. Even with preparation and
knowledge of the game, some PR pros - and leadership at the
brands they serve - aren't going to feel comfortable under the
lights of a big stadium.
However, if your team is willing to make a prediction, take a stance
or go head-to-head with competitors, you can score meaningful
media coverage.