How to Prepare for a Big News Announcement in 2025

Whether it’s a new product, an executive hire, an IPO, or something else, it's important to maximize corporate news as storytelling moments.

Signal creation is a key component to building brand and category leadership, but in 2025 news announcements aren't as simple as writing a press release and pitching it out to media. While company news can be a great hook for press visibility (and press can be a great way to amplify news), earned media is only one piece of the puzzle in showing your momentum to the market.

Building a comprehensive plan — that covers all your audiences and the channels by which you'll reach them — helps you maximize the value and impact of your news event.

So how should you approach and what should you include in your announcement strategy? Here’s a quick rundown that will help you build a strategic approach.

• Plan, plan, plan. Before launching into anything, gain insight to help you understand the who, what, where and when. Data about your buyer journey, what topics your ICP care about and where they spend their time will help you map out a strategy. Once you have these insights, you can get creative with narrative and messaging, content, media relations and other marketing tactics to get attention. This phase includes creating a plan for big items (like the ones you’ll see in the following points) as well as a timeline for each individual project. Having a full picture what needs to be done and when will keep everyone on task and save your team from any last minute scrambles (barring any of those last minute changes to the announcement itself of course).
• Create your collateral … all of it. The collateral that will be paired alongside your news can include anything from a press release (and today, one that is optimized for LLMs and can serve as a source of truth for press, investors, etc.), to product sheets, landing pages, graphics or video. Think about what will serve as pieces of content that your audience can turn to for more information about the news. Once you have a list of the assets to create, get started. Having all of these things ready to "flip on" for launch day means that as soon as the announcement hits, people can immediately turn to these things.
• Get your spokespeople in order. With big news comes media interviews. Who will be speaking on behalf of your company? Are they media trained? Are they prepared for any questions that come at them on social media? Help your spokespeople feel comfortable by providing them examples of questions most likely to be asked, including how to respond to some of the stickier ones that could pop up. Encourage them to set aside blocks of time on their calendars the day of the big news if possible so that they aren’t trying to squeeze in interviews between meetings and appointments.
• Be ready to meet the press. Media outreach will undoubtedly be a part of your announcement strategy. Have a clear picture of what the media relations portion of your plan will look like. Will you be offering an exclusive to one publication? Compile a list of your media targets, and whether or not you’ll be pre-pitching or doing most of your outreach on the day of. Personally, I like to have the pitches drafted in advance so that I’m ready to hit send as soon as timing is firmed up and we get the green light. Building on top of the point mentioned above, make sure you have availability from your spokespeople to easily present to media who are interested in an interview. That eliminates wasted time digging through calendars.
• Get social. Another piece of the puzzle is the social media component of your announcement. Plan how you'll share the news creatively, including posts from brand profiles, company executives and employee ambassadors or other community-oriented approaches such as Reddit and creator/influencer campaigns. Big news means you’ll undoubtedly receive feedback and questions on your social channels. Not only should you have social posts drafted beforehand, but you should also have one person (or a team, depending on the size of the announcement) on hand to monitor and respond to tweets and comments in real time. This will let your audience know you’re available and listening.
• Incorporate paid components. In traditional PR plans, digital advertising often falls to the wayside. After all, it often falls into the marketing bucket. However, paid amplification and digital ads can provide a boost to your news – especially if you’re launching a new product. Set a budget for your advertising and, based on where your audience spends the most time, pick the channels to advertise on. Maybe it’s LinkedIn, Reddit, Google, Instagram, or X. It’s another tool that will help you reach beyond your existing audience and grab the eyes of potential new customers. Draft your ad copy for each channel ahead of time so you’re able to launch your ads in tandem with the actual announcement. Then look out for your best media coverage or organic social posts to syndicate/boost in real-time.

This might seem like a long list to take in, but having all of this prepared in advance of your announcement will allow you to breathe a little easier when the big day finally comes.