Plan your audienceStart with the audience, then choose the channel. A distribution plan should reflect where your story is relevant, which industries it affects, and who needs to act on it.
Geographic reach
Choose local, national, or international coverage according to the announcement itself. Consider language, market context, and the availability of a spokesperson who can answer follow-up questions.
Industry relevance
Trade publications bring a specialized perspective. Give these readers the technical context, evidence, and practical implications they need to assess the news.
Specialist audiences
A focused audience may be connected by an interest, community, or professional role rather than location alone. Explain the relevance directly and avoid assuming that the same pitch works for every group.