Fast, accurate comment

Reactive PR and Newsjacking

Newsjacking puts your experts into stories that are already in the news, adding a credible comment while journalists are still writing. Absolute Digital Media runs reactive PR as a daily discipline: we monitor the news and journalist requests in your sector, draft comment with your spokespeople and get it to the right desks within hours. Every comment is checked against your sector’s advertising code before it is sent, so speed never comes at the cost of a claim you cannot stand behind.

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See where competitors are quoted in the press and you are not, which journalists cover your subject and which of your experts could be commenting. Send us a few details and our team will put together a free, no obligation audit.

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    What is newsjacking?

    Newsjacking is the practice of adding expert comment or a relevant angle to a story that is already in the news, so a brand earns coverage while journalists are actively writing about the topic. It is the speed model within our Digital PR service at Absolute Digital Media, alongside expert comment and responses to journalist requests.

    Why speed matters

    How a reactive PR agency earns coverage

    Reactive PR joins stories that already exist. Our data-led campaigns work the other way, creating the story from research you own and pitching it on a schedule you control. Most brands benefit from both. Reactive work starts with monitoring: breaking news, the topics your sector reports on and journalist request services where writers ask for expert input. When a relevant story appears, we draft a comment with your spokesperson, check it against the code that governs your sector and send it to the journalists covering it. The value is in being useful and accurate, not just first. A comment that adds a fact or a clear view gets used; a generic quote gets ignored.

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    In their words

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    How we work

    Working with our reactive PR agency

    We start by agreeing your spokespeople, the topics they can speak on and the views they hold, then set up monitoring for your sector. Each comment is drafted with the expert, checked against your sector’s rules and approved by you before it goes out, with your compliance team included where needed. Coverage, links and mentions are reported in AgencyMindHub next to your search data, and the topic list is reviewed as the news changes. To put your experts in front of journalists, talk to our team.

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    Questions

    Reactive PR and newsjacking FAQs

    What is newsjacking?

    Newsjacking is the practice of joining a story that is already in the news by offering journalists a relevant expert comment, data point or angle. Because the journalist is already writing about the topic, a useful contribution can be included quickly. Done well, it earns brand mentions, coverage and links without the planning time a full campaign needs.

    What is reactive PR?

    Reactive PR is the part of digital PR that responds to news rather than creating it. It covers newsjacking, expert comment on breaking stories and answers to journalist requests for sources. It depends on monitoring, prepared spokespeople and fast approval, so comment reaches journalists while the story is still being written.

    How quickly can you respond to a story?

    We aim to get comment to journalists within hours of a relevant story breaking. That depends on spokespeople and topics being agreed in advance and on a clear approval route. In regulated sectors the compliance check is built into that route, so a fast response is still an approved one.

    What is the difference between reactive PR and digital PR campaigns?

    Reactive PR responds to news as it happens, adding expert comment to stories journalists are already covering. Digital PR campaigns are planned in advance around original data, such as surveys or indices, and pitched on a schedule the brand controls. Campaigns create the news; reactive PR joins it. Many brands run both.

    Can regulated brands use newsjacking?

    Yes, with care. Gambling, finance and healthcare brands can comment on the news, but the comment must follow the advertising code for their sector and must not promote a product. We check every comment against those rules and advise against stories where joining in could harm the brand’s reputation.

    Does reactive PR earn links?

    Often, though not every mention includes a link, because publications decide whether to link to the source of a comment. Coverage without a link still builds brand recognition and gives AI assistants third-party mentions to draw on, while linked coverage also passes authority to your site. We report both.

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    A multi-award-winning digital PR agency

    European Agency AwardsIntegrated Agency of the Year - SilverEuropean Agency Awards 2026European Search AwardsBest Use of Search B2C (PPC) Small (The Swallow Co.)European Search Awards 2026UK Digital Excellence AwardsStandout B2C Ecommerce Website of the Year (Stelrad)UK Digital Excellence Awards 2026UK Paid Media AwardsBest Integrated Paid Media CampaignUK Paid Media Awards 2026UK Agency AwardsBest New Business CampaignUK Agency Awards 2025UK Search AwardsBest Use Of Search (Retail/Ecommerce) - SEOUK Search Awards 2024European Agency AwardsIntegrated Agency of the Year - SilverEuropean Agency Awards 2026European Search AwardsBest Use of Search B2C (PPC) Small (The Swallow Co.)European Search Awards 2026UK Digital Excellence AwardsStandout B2C Ecommerce Website of the Year (Stelrad)UK Digital Excellence Awards 2026UK Paid Media AwardsBest Integrated Paid Media CampaignUK Paid Media Awards 2026UK Agency AwardsBest New Business CampaignUK Agency Awards 2025UK Search AwardsBest Use Of Search (Retail/Ecommerce) - SEOUK Search Awards 2024
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    Put your experts in the news

    Tell us who your spokespeople are and which topics they know best. We will look at where competitors are being quoted, which journalists cover your subject and where your experts could add something, then set out how we would run reactive PR for you. The audit is free and comes with no obligation.