Should you focus on proactive or reactive PR strategies?
The two approaches offer different benefits and downsides that PR pros and brand managers should consider—and savvy communicators should employ both.
Public relations is enjoying a bit of a resurgence. As businesses strive to stand out in a noisy digital environment, they’re turning to PR to help achieve those goals.
“The rising need to gain competitive advantage is driving the public relations market,” says a survey published by Wise Guy Reports. The report says the market is expected to grow at a CAGR (compound annual growth rate) of 7% from 2021, reaching $117.8 billion in 2023.
As PR pros everywhere will probably tell you, while this is good news, it’s not without its challenges. More competition for the attention of journalists makes it tougher to land earned media coverage for clients. More than 42% of journalists report receiving 11 to 100 pitches a day, and almost 5% receive 100+ email pitches per day, according to research conducted by Fractl.
As public relations pros, we have to discover which methods are most effective at catching a reporter’s eye. A solid media relations strategy should encompass proactive and reactive approaches to increase a client’s visibility.
Proactive PR
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