NEWS
PRCA Montgomery members can submit their company and professional news to info@prcamontgomery.org for publication here and on PRCA Montgomery's social media!
PR Industry Insights
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Proactive vs. Reactive PR: Why Both are Essential to Your Public Relations Strategy
A strong public relations strategy blends multiple tactics, but at its core, success often comes down to how well you balance two key approaches: proactive and reactive PR.
Proactive PR is a planned, strategic method of communicating your message to the public. This includes pitching stories to the media, issuing press releases, launching campaigns, and positioning your organization as a thought leader. It allows you to control the narrative, build brand credibility, and maintain a consistent voice.
Reactive PR, sometimes referred to as newsjacking, involves responding quickly to external events, trending topics, or breaking news. It requires agility, critical thinking, and timely decision-making. When executed well, reactive PR can elevate your visibility by inserting your brand into high-traffic conversations.
While the two approaches differ in execution, they are both essential to an effective PR strategy:
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Proactive PR lays the groundwork by establishing a reliable brand image, building relationships with media, and generating consistent coverage.
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Reactive PR capitalizes on timely opportunities, helps demonstrate relevance, and showcases your ability to adapt and engage with current events.
Why You Need Both
The best PR teams know how to balance both. Leaning too heavily on one over the other can lead to missed opportunities or a lack of long-term narrative control.
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Proactive PR ensures your story is told on your terms.
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Reactive PR allows your brand to stay visible and relevant in a fast-paced news cycle.
By blending proactive and reactive strategies, you not only build a strong reputation over time but also stay nimble enough to seize media moments as they arise.
What is reactive PR?
https://prowly.com/magazine/what-is-reactive-pr/
How to do reactive PR in 2025
https://www.prezly.com/academy/how-to-do-reactive-pr
Proactive vs. Reactive PR: Tips to Gain Media Coverage in 2025
https://press.farm/proactive-vs-reactive-pr-tips-to-gain-media-coverage/
Proactive vs Reactive PR
https://bristolcreativeindustries.com/proactive-vs-reactive-pr/
Proactive PR vs. Reactive PR: Steering the Narrative in 2025
July Lunch & Learn
Join us at the Baptist Resource Center for our July meeting! Register now and join us for lunch on Tuesday, July 15th! Registration deadline is Monday, July 14th.
This month, we’re excited to welcome Amber Douglas, Brand and Marketing Director at Alabama State University. Amber leads strategic efforts in communication, branding, and marketing and brings a wealth of experience to the table. A Montgomery native, she holds degrees from the University of Alabama and Faulkner University and is set to complete a Master of Science in Strategic Communication from Troy University in August 2025.
In addition to her professional achievements, Amber serves on the Junior Executive Board for the River Region United Way and is involved in community outreach, including prison ministry.
Amber will lead a discussion on Internal Communications, offering practical strategies for keeping teams informed, aligned, and engaged from the inside out.
Important meeting location information:
This month's meeting will take place at the Baptist Resource Center, located at 2001 E. South Blvd., Montgomery, AL, in the third floor auditorium. We can't wait to see you all there!
12:15 PM – Networking
12:30 PM – Meeting