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How to Create an Effective Announcement Strategy

How To Create An Effective Announcement Strategy
  • An effective announcement strategy depends on the type of announcement, the goal, and the KPIs your using to measure success.
  • Having a pulse on what and who you’re pitching is the key to hitting your bottom line.
  • Tara Parsell is a OnePitch PRo contributing to The TypeBar monthly with how-to and feature pieces. See more of her articles on The TypeBar.


Dear OnePitch, I’m tasked with building out an announcement strategy for a client. How can I make sure it’s effective?

Creating an effective announcement strategy comes down to a few key pieces of information. What type of announcement is it? What is the goal of the business? How are you measuring success?

We live in a pretty confusing world when it comes to what tracks as effective. For some, it’s how big the list of coverage is. For others, it all comes down to ROI. For others, it’s a mix of the two (I usually fall in this category).

Your most important takeaway should be this: before you even try to plan for tactics, understand what success looks like for your business.

Let’s talk about personalization.

One of my first jobs was pitching a weekly national magazine. That, in and of itself, was announcement pitching. I would need to read the articles, talk to the editors to understand their priorities, figure out what the media would be interested in, and then develop my pitching timeline (which included embargos and exclusives). 

Sometimes, I would separate the photos or videos from the quotes. Sometimes, I would pitch the reporters or editors who did the interviews. Sometimes, I just emailed the story to a list of entertainment journalists (who all asked to be on my distribution list). 

The moral of that story is that even though I pitched 6-7 stories each issue, every story was unique. And while I had the same general media lists, I knew when I needed to create a new one. Having a pulse on what (and who) you are pitching is key.

That’s not to say pitching is the end-all and be-all of an announcement. That’s just my favorite part.

In a perfect world, you would have around six weeks to pull a larger announcement together where you think of all comms (and sometimes marketing) tactics. I usually like to pull it all together in an easy-to-read excel document that defines timing, tactic, measurement, spokesperson, etc. – but again, that’s really a case-by-case basis.

That said, my answer really revolves around my first few paragraphs: understand the business goals and build your announcement strategy from there.

Good Luck!



Do you have a PR question you’d love to get answered by Tara? Send your question to for a chance to be featured and answered. Also, be sure to sign up for her newsletter, Media Pros(e), to get her unaltered thoughts and recommendations for navigating media relations in today’s world.

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Tara Parsell began her career working as an assistant on a national news desk – where she experienced first-hand what works (and what doesn’t) when pitching media. With more than a decade spent in PR agencies, spanning the fields of healthcare, entertainment, startups, food, etc., Tara focuses on building the story behind the brand. In 2021, she founded Media Pros(e), a bi-monthly newsletter dedicated to media relations strategy and coaching.

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