Timing is everything in the fast-moving world of media, specifically when conducting reactive campaigns. Reactive campaigns consist of quickly responding to breaking news, new trends, or popular topics. They can be extremely valuable for brands seeking online coverage and links back to their websites.
Reactives also allow businesses to show their knowledge, connect with people, and get placements in respected media outlets, building brand awareness.
But here’s the challenge: the time available to produce reactives is limited, and writer’s block often happens at the worst times. When you add in the fact that the news is breaking fast, it is critical to react immediately to beat competitors vying for the pitch.
In this blog, we’ll explain a simple strategy for writing expert opinions that are both timely and effective.

Why reactives are essential for Digital PR
Reactives have become increasingly popular as brands recognise the value of being part of timely conversations. Whether it’s a human resources company reacting to a trending topic like ‘quiet quitting’ or evolving workplace trends post-pandemic such as ‘workcations’, jumping on these conversations allows brands to:
- Demonstrate industry authority.
- Attract media attention.
- Gain valuable backlinks to their website.
- Drive organic traffic and increase brand visibility.
Reactives are also less time-consuming, enabling you to achieve results without the need to invest substantial resources into a campaign that may or may not succeed. Additionally, reactives are an excellent way to build relationships between your brand and journalists.
If journalists appreciate the quotes and effort you contribute to their news stories, they are more likely to reach out to you for future input. This can lead to earning more backlinks over time.
Having a short window to write reactive content can be overwhelming with key topics popping up before you know it. Follow these 5 steps to combat writer’s block and draft up speedy, yet quality, expert commentary!
5 Tips for Writing Expert Commentary
1) Explain why the trending topic is on the rise/decline
In your pitch email, highlight why this topic is gaining traction and explain its current relevance. Addressing these points will resonate with journalists seeking to craft a compelling story based on the information you provide.
It’s important to do this through expert quotes with a spokesperson behind the content you’ve provided as this credibility is what journalists are seeking.
Example quote introduction:
After introducing the topic you’re covering, include an example quote early in the pitch to make it easily noticeable for journalists. Be sure to introduce your expert clearly, for example: “NAME, JOB TITLE at COMPANY NAME, says…”
“The workcation trend is gaining popularity as employees increasingly seek opportunities to combine work and travel. Since the pandemic, workers have shifted their priorities, valuing experiences like travel and flexibility over traditional work environments.”
You can enhance your introduction by including relevant statistics, such as data from Google Trends, which is excellent for providing fresh insights to support your quotes and reinforce the topic you’re addressing. Other resources like the Office for National Statistics, government data, and Pinterest Trends can also be valuable for building your pitch. Incorporating data strengthens your narrative and offers journalists credible context to enrich their stories.
2) Establish how the trend impacts industry professionals/audiences within the client’s sector
Building on the first stage, where you’ve crafted your introduction and opening quote explaining the rise or decline of the trending topic, the next step is to delve into how this trend affects the industry within your client’s sector.
Example Quote:
Below you will see an example of how this trend of ‘workcations’ will impact the industry.
“For businesses, giving employees the flexibility to enjoy workcations can lead to significant benefits, such as improved productivity and enhanced employee wellbeing. This trend highlights a shift in workplace culture that organisations can’t afford to ignore.”
Whenever possible, support your point with current statistics from your own internal data or those referenced in step one to add credibility and impact.
3) Address challenges and offer solutions
Anticipate potential objections or challenges around the trend and offer solutions, demonstrating your client’s ability to think critically and provide actionable advice.
Example quote:
“For industries that are more reluctant to embrace flexibility, failing to adapt could lead to higher turnover rates and diminished trust among employees. Studies have shown that 76% of employees are more likely to stay in roles that offer flexibility, underscoring the importance of adapting to modern work expectations.”
Support your client’s insights with research and case studies from both current and past customers to provide real-world examples.
4) Provide examples of how to action these solutions
To help journalists understand the importance of the trend, provide examples that demonstrate the risks businesses face if they fail to adapt. Incorporating case studies and detailed research strengthens your pitch and gives journalists a compelling angle for their stories.
Show examples of companies losing talent due to being reluctant to allow more flexibility for their employees for example offices forcing workers back into the office. Has this had an impact on retention and workers leaving? Showcasing stats and data as examples will help support your pitch.
5) Highlight both positives and negatives
Round out your commentary by discussing the positives and negatives of the trend. This balanced approach ensures your input is nuanced and valuable to journalists.
Example quote:
“While workcations offer clear benefits for employee morale and retention, they also present challenges, such as potential boundary issues between work and leisure. Companies that find ways to support this trend, like establishing clear remote working policies, will be better positioned to thrive in today’s competitive hiring landscape.”
Final Thoughts
By contributing expert-backed opinions and actionable insights, you enhance the credibility of the journalist’s story and establish your brand as a thought leader.
Reactives are not just about joining a conversation they are about shaping it, providing journalists with valuable resources, and ensuring your brand remains top-of-mind for future opportunities.
Next time a trending topic emerges, follow this step-by-step strategy to produce expert quotes with confidence and secure the media coverage your brand deserves.
How We Can Help
If you’re a business looking to stay relevant in the ever-changing world of digital marketing, but don’t have time to consistently curate reactive campaigns, we’re here to help.
Our Digital PR team can produce a strategy that utilises the power of expert quotes and more, to gain your business high-quality and relevant links.
Get in touch to find out more about our Digital PR services today!
Hi! I’m Ben, CEO of The SEO Works
Thanks for taking the time to access this resource. We hope you found it helpful. If you’re ready to take the next step in your digital growth, explore our services page or book a free website review. We’re here to help!
Get Your FREE Website Review