 The media industry is fast paced and journalists are hungry for expert commentary. In the event of a major news announcement, such as a data breach or a disruptive product launch, the early bird does get the worm. You want to have the ability to offer a media-trained expert before the competition. So what's the best way to craft an effective rapid response campaign? It starts with planning. Have a list of accessible spokespeople at the ready and take the time to prepare a list of magnetic themes. Topics they're comfortable speaking on with little or no preparation. Often it can be helpful to have canned commentary on each of these themes ready to go. You can distribute these quotes lightning quick to reporters in the case that your spokesperson isn't available. You can also stretch out the news cycle and set yourself up for follow-on coverage by offering recent survey results or data points that tie into the news at hand. Rapid response campaigns are a great way to establish credibility with beat reporters who may look your way the next time they're in a hurry. Not sure where to start? Come check us out at mscellgroup.com and we'll provide you with the right tools to get started.