Abigail Stryker 
Let’s be honest—not everything your company does deserves a press release. I’ve seen firsthand how clients sometimes want to announce every minor update to the world, only to be disappointed when journalists don’t bite. The truth? A strategic media plan makes all the difference between getting meaningful coverage and watching your announcement disappear into the void.
Is Your News Actually Newsworthy?
Before you draft a single word, ask yourself: Does anyone outside your company actually care about this? Will a journalist find this interesting? If you’re hesitating, it might be better suited for your website or social channels. Save your media relationships for the stories that truly matter.
Crafting Your Announcement Strategy
The Press Release Foundation
A solid press release is still the backbone of any good media plan. Hook journalists immediately with a strong first paragraph that answers all the essential questions. I’ve found that journalists often skim the opening paragraph and conclusion—if you don’t grab them there, they’re gone.
Include quotes that sound like actual humans said them – not pulled directly from the website’s mission. And ensure that all stakeholders sign off before distribution. Nothing kills momentum faster than last-minute rewrites because someone in leadership has “just one small edit.”
Timing & Distribution: More Art Than Science
I’ve learned the hard way that timing can make or break your announcement. Mid-week typically performs best—Tuesdays through Thursdays are your sweet spot. Monday mornings? Everyone’s catching up on emails. Friday afternoons? They’re mentally checked out for the weekend (which is a good time to distribute if you’re looking to bury a story).
As for distribution, the eternal question: to wire service or not to wire service? Services like PR Newswire can blast your release everywhere, which helps with SEO and general awareness. But remember—there’s a big difference between being everywhere and being seen by the right people. For more on this balancing act, check out Emily White’s blog.
Building Relationships That Matter
The Media List: Quality Over Quantity
I’ve watched countless PR pros blast the same generic pitch to hundreds of journalists and wonder why no one responds. The better approach? Build a targeted media list specific to your announcement. Research journalists who’ve covered similar topics. Follow them on social media. Understand what they care about.
Your initial pitch should be concise and compelling—journalists get hundreds of emails daily. Save the full press release for below your signature. Personalization isn’t just nice—it’s necessary.
The Exclusive vs. Embargo Decision
This is where strategy gets interesting. Offering an exclusive to one influential outlet can generate deeper coverage, while embargoes give multiple journalists time to develop thoughtful stories for simultaneous release.
I’ve seen both approaches work brilliantly and fail spectacularly—it all depends on your goals and relationships. For deeper insights on this particular challenge, Emily Kanter’s blog is required reading.
Execution: Where Plans Meet Reality
Spokesperson Preparation
Prepare your spokespeople rigorously with briefing documents and potential questions. And make sure they’re actually available during your announcement window—journalists work on tight deadlines and won’t wait around. They also get annoyed when your spokesperson isn’t available when you’re the one who reached out to them.
Launch Day and Beyond
When your announcement goes live, follow up personally with priority contacts. Monitor coverage across platforms and amplify published pieces through your social channels. Some of my biggest media wins have come days after an announcement when a journalist remembered my pitch while working on a related story.
For more on crafting pitches that actually get responses, Tom McParland’s blog offers fantastic insights from someone who’s been on both sides of the pitch process.
The most important lesson I’ve learned in my PR career? Media relations isn’t about one big announcement—it’s about building relationships that benefit everyone involved. When you approach each media plan with strategy, authenticity, and respect for journalists’ time, you’re not just securing coverage today—you’re investing in your company’s media future.
Feeling overwhelmed by your next big announcement? Maven’s team is here to help—just drop us a note!
Posted In Media Relations, Public Relations