Reactive PR can be a great way of putting your brand where the action is.

But it needs to be be done with a bit of finesse - you can't just go piling in because you might have something of interest. Well, you can but it probably won't work.

You need to be saying something new - ideally fixing a problem, or taking the discussion in a new direction.

When this is done quickly it is called "newsjacking".

The cat is Bella and she's there to illustrate quick reactions.

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