Whenever something happens that affects everyone and people are talking about it, that’s a great PR opportunity for you.

Like VAT going down and income tax up for top earners.

Accountants and computer support companies can warn of potential chaos as small businesses struggle to implement the VAT changes on their computer systems (we have already issued this as a reaction release for a client).

Retailers could apply the VAT change a week early as an early Christmas present to customers.

Off licences could pass on the VAT reduction, despite it not applying to alcohol.

Accountants who advise top earners could issue top tips for execs to avoid the extra 5% tax.

Businesses seeking top end sales people could say their top people are threatening to move abroad!

How do these changes affect your business? And how would your target media use that as a story? Remember, with any reaction release, speed is everything.