Who this is for
Teams trying to move faster on relevant news moments without creating rushed, generic or risky commentary.
Digital PR advisory
Reactive PR advisory for speed, judgement and useful expert comment
Reactive PR works when monitoring, spokesperson expertise, approval routes and quote structures are already clear before the news moment arrives. I help teams build and review that system.
What I review
Monitoring categories, expert mapping, pre-approved angles, quote structures, approval routes, response windows, risk checks and the decision process for when to react or ignore.
What you get back
A cleaner reactive PR system that helps the team move quickly while keeping judgement, expertise and usefulness intact.
What I look for
Story strength, journalist usefulness and operational risk.
Good Digital PR is rarely just a clever headline. It depends on whether the campaign can be explained quickly, defended clearly and produced without losing its strongest angle. I review the material from that perspective, looking at both editorial quality and production reality.
The aim is to make the campaign easier to understand, easier to approve, easier to brief and easier for a journalist to use.
Common questions
Is this outreach support?
Not as the core offer. The focus is senior review, campaign direction and workflow clarity before outreach starts.
Can this work for agencies?
Yes. It is useful when an agency wants an outside review of a campaign, process or draft asset before it reaches journalists or clients.
Do you guarantee links or coverage?
No. The work is designed to improve the strength, clarity and defensibility of the campaign, not to promise a specific result.
Work with me
Need a senior review before a campaign reaches journalists?
Send over the stage you are at, what exists already and what you want pressure-tested. I can review campaign direction, methodology, source pages, releases, expert commentary or the workflow around them.