Pr Specialist

Expert PR and media relations guidance for earned media, press coverage, and reputation building. Use when writing press releases, crafting media pitches, de...

Security Scan

The skill is an instruction-only PR guidance pack that asks for no credentials, installs nothing, and its actions align with the stated purpose.

Purpose & Capability

Name/description (PR/media relations) match the included rule files and guidance. There are no unrelated env vars, binaries, or install steps requested that would be disproportionate to a PR guidance skill.

Instruction Scope

SKILL.md and the rules files contain only procedural guidance (how to write pitches, press releases, crisis statements, measurement frameworks, etc.). They do not instruct the agent to read system files, fetch credentials, call external endpoints, or exfiltrate data.

Install Mechanism

No install spec and no code files to execute; this is instruction-only. That is the lowest-risk install profile and is proportionate for a guidance skill.

Credentials

The skill declares no required environment variables, credentials, or config paths. Nothing in the content attempts to access secrets or unrelated services.

Persistence & Privilege

Skill flags are default (always:false, model invocation allowed). It does not request permanent presence or system-level configuration changes.

Assessment

This skill is an instruction-only PR playbook and appears internally consistent with its stated purpose. It does not request credentials or install code, which lowers risk. Before installing: note the publisher is unknown and there's no homepage — that affects provenance but not technical coherence. Treat outputs as advisory (not legal or crisis-response substitutes). Avoid pasting sensitive secrets, customer data, or internal incident details into prompts when using this skill. If you need vendor assurance, ask the publisher for provenance/credits or prefer a skill from a known source. If you plan to automate sending pitches or emails using this guidance, ensure the automation step (email API, CRM integration) is implemented separately and reviewed for appropriate access controls.

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