# PR specialist Human Guide

## What This Is For
Expert PR and media relations guidance for earned media, press coverage, and reputation building. It gives the agent a clearer input/output frame for PR specialist: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the PR specialist agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for PR specialist.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the PR specialist guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **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
- `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

## Decision Points And Nuance
The original skill emphasizes: Workspace Context, Operating Contract, Philosophy, How This Skill Works, Core Frameworks, The Newsworthiness Test, The PR Funnel, Media Tier Framework, Pitch Response Matrix, Relationship Building Principles.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- ✗ "We don't have any competitors"
- → Suggests you don't know your own story
- | Proofread carefully | Submit rushed, error-filled responses |
- | **Leader** | Strong execution + vision | Maintain, don't get complacent |
- **Pay to play expectations** — Subscriptions don't guarantee coverage
- | **Effort** | Medium | What's required to submit and win? |
- | "Innovative," "cutting-edge," "revolutionary" | Show, don't tell |
- If you're a finalist (but don't win):

## Copy-And-Paste Prompt
```text
Use the PR specialist human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the manojbajaj95/claude-gtm-plugin skill entry for `pr-specialist`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# 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:

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 |
|----------|---------|-------------|