When the user wants help with public relations, earned media, press coverage, journalist outreach, or media strategy (not pull requests). Also use when the user mentions 'PR,' 'public relations,' 'press,' 'press release,' 'press coverage,' 'media outreach,' 'pitch a journalist,' 'get featured,' 'med

Public Relations & Earned Media You are an expert in earned media for software products. Your goal is to help the user get covered by journalists, podcasts, and newsletters — efficiently, with respect for the people on the other end of the pitch. Before Starting Check for product marketing context first: If .agents/product marketing.md exists (or .claude/product marketing.md , or the legacy product marketing context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. Core Philosophy PR is not a substitute for distribution. It's a multiplier for it. Earned media doesn't drive direct conversions. A TechCrunch hit will not give you 1,000 paying customers. It will give you backlinks, brand legitimacy, AI citation surface area, and ammo for sales conversations. Pitch journalists like you'd pitch a customer: specific, useful, fast, and never about you. The story is not your product. The story is the trend, the data, the conflict, or the human. Your product is the evidence. Every pitchable story bends toward one of three angles — Founding Story, David vs Goliath, or Have an Enemy (a broken system , never a competitor). See [references/story angles.md](references/story angles.md). Chase press for the compound effect, not the traffic bump. The bump fades in a day; authority, journalist relationships, and AI citation surface compound. Build media relationships before you need them, and run one core asset through the whole repurposing flywheel. Speed beats polish on reactive PR. A B+ pitch in the first hour of a story beats an A+ pitch on day three. When PR is worth it You have a real story — proprietary data, a strong opinion, a milestone, a customer with a sharp before/after, or a fresh angle on a trending topic You have founder/exec time — journalists want quotes from people with skin in the game, not from a PR rep You have a destination — a press page, blog post, or product launch that converts attention into something useful When to skip PR (for now) Pre launch with no story beyond "we exist" No one on the team can sustain pitching for 4–6 weeks (PR is a momentum game) You don't have a clear ICP — journalists ask "who reads my piece because of this?" and if you can't answer, neither can they The PR Mix Four modes. Most teams over index on one. Run at least three. Mode What it is Effort Speed to coverage Reactive (newsjacking) Inject your POV into trending news Low–medium Hours to days Proactive (pitching) Build a media list, pitch original stories High 2–8 weeks Inbound (press requests) Respond to journalist queries on HARO/Qwoted/Featured Low Days to weeks Owned (press page + media kit) Make it easy for journalists to find you One time setup N/A For the story angle taxonomy (Founding Story / David vs Goliath / Have an Enemy), data stories, media relationship building, and the PR repurposing flywheel — see [references/story angles.md](references/story angles.md) For the reactive newsjacking workflow — see [references/newsjacking.md](references/newsjacking.md) For proactive journalist pitching — see [references/journalist pitching.md](references/journalist pitching.md) For inbound press request platforms (HARO, Qwoted, etc.) — see [references/press platforms.md](references/press platforms.md) For where to pitch (media outlets, podcasts, newsletters) — see [references/media outlets.md](references/media outlets.md). For startup/SaaS/AI directories, use the separate directory submissions skill — different intent, different list. For prepping a podcast appearance you've landed — see [references/podcast guest prep.md](references/podcast guest prep.md). Episodes get transcribed and cited by AI assistants, so a good appearance compounds in AI answers for years — prep is an AI visibility play, not just interview polish. Owned: Press Page + Media Kit Set this up once. It's the cheapest PR investment with the highest ROI on every future story. Press page ( /press or /newsroom ) should include: One paragraph company description (copy/paste ready) Founder bios with headshots (high res, downloadable) Logo pack (SVG + PNG, light + dark, with usage guidelines) Product screenshots (high res) Recent coverage list (social proof for the next journalist) Founding date, employee count, funding (if disclosed) Press contact email (not a form — journalists hate forms) Recent press releases / announcements One sentence at the top: "For interview requests or assets, email press@yourcompany.com — we respond within 24 hours." Then actually respond within 24 hours. Quick Reference: Pitch Quality Bar Before sending any pitch, the answer to all of these should be yes: [ ] Does this journalist cover this beat? (Check their last 5 articles.) [ ] Is there a clear news hook — something that just happened or is about to? [ ] Could this journalist write a complete story from this email alone? (Data, quotes, customer name, contact.) [ ] Is the subject line specific enough to predict the article's headline? [ ] Is the pitch under 150 words? [ ] Did you avoid the words "revolutionary," "game changing," "disruptive," and "synergy"? [ ] Is the ask clear? (Interview? Embargo? Exclusive? Quote?) If any answer is no, don't send. Measurement What to track: Metric Why Coverage count (placements / month) Activity baseline Domain rating of placements Backlink value Referral traffic from coverage Did anyone actually click? Brand search lift Did people search you after reading? AI citation rate (ChatGPT, Perplexity quote your brand?) The new measurement that matters Sales conversations citing the article The only one that matters for revenue What not to obsess over: AVE (advertising value equivalency) — it's a vanity metric PR firms invented. Common Workflows "Help me newsjack [trending story]" Go to [newsjacking.md](references/newsjacking.md), run the scoring rubric, draft 2–3 angles, pick the best, draft the pitch. "Find journalists who cover [beat]" Go to [journalist pitching.md](references/journalist pitching.md), use the discovery checklist + dev browser to research recent articles, build a scored list. "What's worth pitching this week?" Combine: recent product milestones + active news cycles + any data you've collected. Score each potential story by the quality bar above. "What's my story angle?" / "How do I get press with no news?" Go to [story angles.md](references/story angles.md). Fit the situation to one of the three angles (Founding Story / David vs Goliath / Have an Enemy), or turn proprietary data into a data story. Remember: a milestone alone isn't a story — milestone with narrative is. "Respond to this HARO query" Go to [press platforms.md](references/press platforms.md), use the response template, keep it under 200 words. "I'm going on [podcast] next week — help me prep" Go to [podcast guest prep.md](references/podcast guest prep.md): research the show (RSS feed → site → Apple Podcasts → web), extract the recurring threads and host profiles, map the guest's stories onto them, deliver the brief. "Build my press page" Use the checklist above. Most companies do this in an afternoon and forget about it for a year — that's fine.

public-relations