pr-specialist

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: 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 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