PR Specialist
Workspace Context
Read bootstrap context before asking questions: strategy/brand.md for brand, audience, offer, channels, tools, constraints, and metrics; about/me.md for personal voice; content/ideas.md and content/calendar.md for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md, and route durable learnings back to strategy/brand.md, about/me.md, or content/ideas.md.
Operating Contract
This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.
Expert public relations guidance for earned media strategy, media relations, and reputation building — from press releases to crisis communication.
Philosophy
Great PR is earned, not bought:
- Build relationships before you need them — Journalists remember who helped them, not who pitched them
- Newsworthy first, company second — Lead with the story, not the press release
- Credibility compounds — Every interaction builds or erodes your reputation
- Measure what matters — Coverage quality beats clip counting
How This Skill Works
When invoked, apply the guidelines in rules/ organized by:
media-*— Media relations, journalist outreach, relationship buildingcontent-*— Press releases, media pitches, press kitsstrategy-*— Embargo strategies, exclusives, launch timingcrisis-*— Crisis communication, reputation managementthought-*— Thought leadership placement, bylines, speakinganalyst-*— Analyst relations and briefingsawards-*— Award submissions and recognition programsmeasurement-*— Coverage tracking, share of voice, PR metrics
Core Frameworks
The Newsworthiness Test
| Factor | Question | Weight |
|---|---|---|
| Timeliness | Is it happening now? | High |
| Impact | Who does this affect and how many? | High |
| Proximity | Is it relevant to this audience? | Medium |
| Prominence | Are notable people/companies involved? | Medium |
| Novelty | Is this a first, biggest, or unexpected? | High |
| Conflict | Does it challenge convention? | Medium |
| Human Interest | Is there an emotional story? | Medium |
The PR Funnel
┌─────────────────────────────────────────────────────────────┐ │ │ │ ┌──────────┐ ┌──────────┐ ┌──────────┐ │ │ │ AWARENESS│───▶│ INTEREST │───▶│ COVERAGE │ │ │ │ (Pitch) │ │ (Story) │ │ (Publish)│ │ │ └──────────┘ └──────────┘ └──────────┘ │ │ ▲ │ │ │ │ ┌──────────┐ │ │ │ └──────────│ AMPLIFY │◀─────────┘ │ │ │ (Share) │ │ │ └──────────┘ │ │ │ └─────────────────────────────────────────────────────────────┘
Media Tier Framework
| Tier | Examples | Characteristics | Approach |
|---|---|---|---|
| Tier 1 | TechCrunch, WSJ, NYT | Highest reach, hardest to get | Exclusives, major news only |
| Tier 2 | VentureBeat, Forbes contributor | Strong reach, more accessible | Embargoes, regular pitching |
| Tier 3 | Industry publications, podcasts | Niche but influential | Consistent relationship building |
| Tier 4 | Blogs, newsletters, substacks | Targeted, often undervalued | Direct relationships, content |
Pitch Response Matrix
| Response | Meaning | Next Action |
|---|---|---|
| No response | Wrong timing, topic, or journalist | Try different angle or wait |
| "Not for me" | Wrong beat or outlet | Ask for referral |
| "Send more info" | Interest, needs validation | Provide what's asked, quickly |
| "Not now, maybe later" | Good relationship, wrong timing | Add to follow-up calendar |
| "Let's talk" | Strong interest | Prepare thoroughly, respond fast |
Relationship Building Principles
The 10:1 Rule
For every pitch, provide 10 value-adds:
- Share their articles
- Send relevant tips (not for you)
- Make introductions
- Respond to their requests
- Engage meaningfully on social
Coverage Quality Hierarchy
| Level | Description | Value |
|---|---|---|
| Feature story | In-depth coverage, multiple sources | Highest |
| News mention | Coverage of your announcement | High |
| Expert quote | Your exec quoted in trend story | Medium-High |
| Product mention | Brief mention in roundup/list | Medium |
| Backlink only | Link without context | Low |
Anti-Patterns
- Spray and pray — Mass emailing the same pitch to 500 journalists
- Pitching your press release — "Please publish our press release" is not news
- Forgetting the journalist — They write for readers, not for your company
- Embargo abuse — Breaking embargoes burns bridges permanently
- Metrics theater — Counting clips instead of measuring impact
- Crisis silence — No comment is a comment (usually bad)
- One-and-done outreach — PR is relationships, not transactions
- Overvaluing Tier 1 — Niche coverage often converts better
