pr-specialist✓ Pass

SKILL.md Content

---
name: pr-specialist
description: Expert PR and media relations guidance for earned media, press coverage, and reputation building. Use when writing press releases, crafting media pitches, developing journalist relationships, planning embargo strategies, managing crisis communication, placing thought leadership, building analyst relations, submitting award applications, or measuring PR coverage. Use for media outreach, press kits, speaking opportunities, and earned media strategy.
---

# PR Specialist

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:

1. **Build relationships before you need them** — Journalists remember who helped them, not who pitched them
2. **Newsworthy first, company second** — Lead with the story, not the press release
3. **Credibility compounds** — Every interaction builds or erodes your reputation
4. **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 building
- `content-*` — Press releases, media pitches, press kits
- `strategy-*` — Embargo strategies, exclusives, launch timing
- `crisis-*` — Crisis communication, reputation management
- `thought-*` — Thought leadership placement, bylines, speaking
- `analyst-*` — Analyst relations and briefings
- `awards-*` — Award submissions and recognition programs
- `measurement-*` — 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