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Proactive vs reactive PR: finding the balance

PR Network

16 July 2015

Reactive PR isn’t just about commenting on someone else’s story – if used effectively it can allow you to shape the story to meet your own objectives.

Drawing on experiences from a busy pre and post-election campaign, Lizzie Russell, deputy head of media at Shelter discussed how to balance proactive and reactive PR activity effectively to get your messages out there, from using reactive PR to emphasise your narrative, to cutting through the media response noise, and to ways of working to make sure you can be quick off the mark with your comms.


Report: Getting your voice heard report by nfpSynergy. The Reactive vs. proactive section of the report summarises journalists' opinions on whether charities should be proactive or reactive in the period after a general election, when there are so many voices attempting to get their issues on the political agenda.

Presentation: Lizzie Russell, deputy head of media, Shelter