Newsjacking & Reactive Commentary

When rapid reaction matters

News happens. And when it does, it could be the perfect time to get noticed. Elbowing in (or piggybacking on) an unfolding event or trending topic allows you to show you’re on the pulse, with enough confident expertise that you’re not afraid to make waves.

As long as it is the right event.

Air Cover Pr will help you
approach newsjacking effectively

Should you be brave or cautious?

Rapid response is key to newsjacking, but don’t plough in without some reconnaissance, or it might all blow up in your face.

Air Cover PR can help you prepare the right comments at the right time with the right words – boosting your newsjacking or reactive commentary experience in all the best ways.

“Try to know more than your competitors do about the market, and put that knowledge into the hands of writers… with imagination and broad human sympathies”

Raymond Rubicam (US advertising pioneer)

Air Cover PR’s leading approach to Newsjacking

Our Newsjacking and Reactive Commentary service uses soundbites to achieve the greatest effect:

  • Soundbites with speed (to be ahead of the pack)

Time is of the essence. There is a 30 minutes window between the news coming out and the story being written up by a trade. We aim to know exactly when the news you are reacting to goes out so we can sprint ahead of your competitors. 

  • Soundbites that pack a pertinent (and timely) punch

Comments that react thoughtfully to the news undoubtably offer ‘bang for your comms buck’. However, this is not a time to be boring. To fully reward your reputation, reactive comments need to be pithy and punchy. They also need to be signed-off quickly by a decision maker – one who is happy to make waves.  Is that you? Then we can help.

  • Soundbites that interpret (never imitate)

Air Cover PR will help you interpret the news; we never simply paraphrase it. The journalist we offer it to already knows what the actual  of news item is per se –  so they need something extra. Unfortunately, no business can expect coverage from your reactive comments as if it were a birth right. You have to be outspoken and controversial as possible while staying on message – and ideally bring something new to the table. That’s where we can advise.

  • Soundbites with flourish (and distinction)

To get heard above others, you need to think in terms of distinctive soundbites.  This is not the time to bleakly express yourself in plain, simple English using as few words as possible; this is the time for good old fashioned rhetorical flourishes. And we’re exceedingly good at those.

Air Cover PR’s Style will make your pitch stand out

Air Cover PR’s content writing team know how to use word power. We have a quiver full of proven writing techniques to make your voice the one that is heard… and also hits the bullseye.

The following is a mere taste from the menu:


There’s a hint of that above; rather more below:

“What business wants from the system of corporate taxation in Britain is clarity, certainty and competitiveness. What we are getting is cost, complexity, and capriciousness.” 

CBI president, Martin Broughton

The idea is to pierce the brain and make a lasting memory.


Never use in a dull way, with dull words aimed at dull people. There are variants of repetition: each promotes an idea or point and has huge potential: 


(with punch line in the third element)

Claret is for boys; port for men; but he who aspires to be a hero must drink brandy.”    

Dr Johnson, lexicographer, editor and poet.


(it’s easy to do – and to do it is easy.)

“Whether we bring our enemies to justice, or bring justice to our enemies, justice will be done.”

George W. Bush

“You stood up for America.  Now America must stand up for you.”

Barack Obama


(Split your repetition for extra effect)

“Bond.  James Bond”

Ian Fleming

“A horse!  A horse!  My kingdom for a horse!”

William Shakespeare – Richard III


(Draw a parallel; reinforce it with phrases of the same length)

“New Labour.  New Danger.

Political slogan, 1997 election.

“Many are called, but few are chosen”

King James Bible, Matthew 22:14

And many others:

We’re also big fans of epizeuxis, anaphora, epistrophe or antistrophe, veridical paradoxes, and enallage. 

We also know when to call it a day!

Get Protected

The Mosquito was highly effective at taking the fight to the opposition and protecting our assets.

And that is what Air Cover PR can do for you…