ABSTRACT
This simply involves ‘reacting’ to something that is currently happening, either in the industry, world/local news or just a piece that a journalist happens to be working on. It may not necessarily involve a theme that you even want to discuss, consider relevant or which is even your specialty. Reactive media involvement occurs when you, as an expert, are put forward to comment on a topical subject-say, the PIP implant crisis, a rise in men using Botox, or the risks of cosmetic surgery tourism.
