Announcement anatomy 101: developing a winning PR strategy

PR strategy is an art, not a science. There are best practices, but the approach you take will vary with each announcement depending on what it is and what you ultimately hope to accomplish. McKinnley Matson  is an account director at Method Communications. 
While each announcement strategy may differ, the underlying anatomy is the same: objectives, method, approach and timeline. This makes the process of developing a strategy easier to digest while also ensuring it supports your