Coined in the world of public relations, preactive refers to a statement issued that appears to react to something you know will be said by someone else, often a competitor. Can be used to take the sting out of a rival's expected announcement or 'coup'. Similar to pretaliate, but without the nastiness.
Knowing that regular customer Wyle E. Coyote was likely to slam himself into the face of a cliff, ACME issued a preactive statement at the same time they shipped his shoulder-mounted rocket-propelled grappling hook, warning people against the dangers of mis-using hi-tech products and tools.
by Reuben Tuesday September 23, 2008
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