From Flood Rescue to Front Page: Reactive PR in Action

Reactive PR is often described as speed, but in practice, it is about recognising the right moment and acting on it with clarity, judgement and intent. When handled well, it allows real-world moments to translate into meaningful visibility that strengthens reputation rather than simply creating attention.

Matthew Haywood

When our client Matthew Haywood recently spotted a car stranded in rising floodwater in Cumbria, there was no campaign behind it and no planned story. Seeing four elderly people trapped inside as the vehicle began to float, he stepped in alongside his brother Harrison and others nearby to help pull the car to safety. It was a genuine moment of instinct and action, not something created for media, but something that immediately carried public interest.

What followed is a clear example of reactive PR working effectively. Within 24 hours, the story was picked up by national broadcasters including the BBC and ITV, alongside coverage on Greatest Hits Radio and across eight newspapers, including a front page feature. The speed and scale of that coverage came down to recognising the strength of the story early and moving quickly to position it in a way that was clear, credible and immediately newsworthy.

Reactive PR only works when the story itself stands up. In this case, it was not manufactured or shaped to fit a narrative, it reflected Matthew’s character and the values he consistently communicates through his platform. That authenticity is what made the story resonate quickly with both media and audiences, supported further by footage captured by onlookers and strong reaction across social media and local communities.

Importantly, this moment did not exist in isolation. Matthew had already built a recognisable and credible public profile, from becoming the winner of BBC One’s Survivor UK and the youngest-ever winner of the Survivor franchise globally, to growing a highly engaged TikTok audience of more than 255K followers. That existing visibility meant journalists were not starting from scratch, they understood who he was, what he stood for and why the story mattered.

This highlights a key principle of effective reactive PR. While the moment itself may be spontaneous, the impact is built on groundwork. Consistent visibility, clear positioning and a well-established narrative all contribute to how successfully reactive opportunities translate into meaningful coverage.

The media landscape now moves quickly, and opportunities like this can appear and disappear within hours. Being able to respond immediately, shape the narrative and secure coverage within that window is often the difference between national reach and a missed opportunity. However, reactive PR is not about chasing attention for its own sake, it is about judgement, understanding which moments are worth amplifying and ensuring they are handled in a way that strengthens long-term reputation.

In this case, the coverage reinforced Matthew’s wider profile and aligned naturally with his existing positioning. It added depth to his public narrative and created visibility that felt earned rather than forced. This is where reactive PR becomes strategically valuable, not as a one-off spike in attention, but as part of a broader approach to building visibility, credibility and authority over time.

For founders, leaders and brands looking to build visibility and long-term authority, The Prominence Collective delivers strategic PR, media and communications support designed to strengthen reputation and recognition. Get in touch to start the conversation.