With a new government firmly in place, major policy announcements and updates are starting to come thick and fast. Understandably, businesses of all shapes and sizes want to have their piece of the action and get included in news reporting, however, with competition so fierce, reacting to breaking news takes, planning, speed and precision.  

Take, for example, the recent announcement about proposed reforms to the National Planning Policy Framework (NPPF).  

Relevant to a huge number of UK businesses which operate in the property and construction sectors, and in infrastructure and development more widely, the NPPF is a key document which will play a huge part in delivering the housebuilding and growth targets set out by the new government.  

We have number of clients who operate in the property and construction space, who all wanted the opportunity to comment on the NPPF, from offering insights into the planning technicalities of the updates, to commenting on the wider impacts of the changes to the development sector.  

Here’s how we tackled reacting to the NPPF. 

Hawk eyes 

We read the news all day, every day. It’s a requirement of the job. Well before the announcement was made, the Pearl team knew that an update was coming the following week. We teed up our relevant clients, agreed spokespeople and outline angles for commentary.  

Result – Clients aware that a big announcement was coming and that quick reactions would be needed on the day.  

Research, research, research 

Reacting quickly on the day of an announcement means understanding which media outlets and journalists are likely to be covering the story. Putting the work in beforehand saves a last-minute scrabble to prepare outreach lists at the 11th hour. Led by our Media and Partnership Consultant, the team did a deep dive in the preceding week to the NPPF announcement to ensure we were as prepared as we could be.  

Result – broadcast, online and print media outreach lists prepared for national and sector media. 

 Ready, set, go! 

The NPPF updates were released and the national and trade media was instantly on fire, publishing stories and updating live news feeds. With reactive commentary, the clue’s in the name: journalists are looking for snap reaction, rather than in-depth analysis. Think, a few sentences of punchy insight rather than in-depth analysis. The time will come for that later. 

Result – After some short calls with clients, reactive commentary was prepared and issued to the media within 45 minutes. Initial reaction was featured in a number of articles in the national and trade media, including the Independent and Guardian.  

Time to breath easy… or? 

Initial reaction covered, there was still much to unpack with such a significant policy document. Through their media outreach work, the Pearl team secured a number of thought leadership opportunities for our clients, with longer deadlines, at outlets including The Planner. Less-restrictive than reactive commentary, these types of PR opportunity give experts the room to really unpack a topic – after all, the devil’s in the detail.  

Result – A number of thought leadership opportunities secured, allowing our clients to explore the NPPF updates in more detail, while being able to put their angle on it – whether that’s transport, housing, developers, infrastructure, planning or legal.  

So, what are the main considerations when nailing a reactive comment? 

• Spot opportunities early 

• Do your media research 

• Speed is of the essence 

• Keep comments punchy… and opinionated! 

• Be tenacious with your media outreach – leave no stone unturned 

• Leave in-depth analysis for longer thought leadership opportunities 

The results? Your name and organisation featured in breaking news commentary, earning exposure and credibility for your brand.  

Feel like you missed out on the NPPF and want to get ready for the next piece of industry breaking news? Get in touch with us here.