press_skill

Overview

This skill is a complete media and public relations intelligence system that helps you earn coverage, write effective press releases and pitches, manage crises, and build targeted media lists. It teaches newsroom-aware storytelling, then generates the materials and workflows journalists actually respond to. Use it whenever you need to communicate with the public at scale or protect and grow your reputation.

How this skill works

The skill assesses your PR scenario, identifies a newsworthy angle using newsroom criteria (timeliness, significance, novelty, conflict, human interest, proximity), and drafts press releases, pitches, holding statements, and media lists tailored to target outlets. It enforces press-friendly structure and formatting, tests headlines and ledes, and provides concrete follow-up and crisis-response playbooks. Outputs include press-ready copy, pitch subject lines, and prioritized journalist lists with engagement guidance.

When to use it

• You need press coverage for an announcement, launch, or milestone
• Writing a press release or crafting a media pitch
• Responding to a journalist query or managing an emerging story
• Handling a reputation incident or crisis requiring fast messaging
• Building a targeted media list for a campaign

Best practices

• Start by proving newsworthiness with clear criteria before drafting any release or pitch
• Write the entire story in the first paragraph — who, what, when, where, why
• Use one clear, active headline under 10 words and a single strong angle
• Personalize pitches: show you read the journalist’s recent work and state 'why now'
• Limit follow-ups: one meaningful follow-up 3–5 business days after pitching
• In crises: issue a holding statement within an hour and designate a single spokesperson

Example use cases

• Draft a one-page press release for a product launch with quotes and boilerplate
• Create a targeted pitch sequence for three tiers of outlets with subject-line tests
• Build a media list of trade and local journalists matched to your audience and story scale
• Produce a holding statement and full-response template during an unfolding crisis
• Turn internal data into a compelling data-driven story angle and supporting materials