@jairodri/huckleberry-cli 1.0.1 → 1.1.0

package/skills/earned-media/SKILL.md

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+---
+name: earned-media
+description: "PR pitching skill for getting coverage in authority outlets that AI search engines trust. AI engines (ChatGPT, Perplexity, Google AI Mode) cite..."
+allowed-tools: []
+---
+
+# /earned-media — PR Pitching for AI Search Authority
+
+AI search engines treat mentions in authoritative publications (Forbes, Inc, TechCrunch, industry journals) as the strongest trust signal. A single Forbes mention can move your AI citation rate more than 50 blog posts. This skill finds the right journalists, crafts pitches they'll actually read, and tracks outreach.
+
+For brand memory protocol, see /cmo [rules/brand-memory.md](../cmo/rules/brand-memory.md).
+
+## On Activation
+
+1. Read `brand/` directory: load `positioning.md`, `competitors.md`, `audience.md` if present.
+2. If `brand/marketing/seo/ai-visibility-audit.md` exists, load it — check if PR/Forbes gaps were identified.
+3. If `original-research` output exists (research reports, data), load it — original data is the best pitch hook.
+4. Show what loaded:
+   ```
+   Brand context loaded:
+   ├── Positioning         ✓/✗
+   ├── Competitors         ✓/✗
+   ├── Audience            ✓/✗
+   ├── AI Visibility Audit ✓/✗
+   ├── Original Research   ✓/✗
+   ```
+5. Determine mode:
+   - **Full Campaign** — Research journalists + craft pitches + track outreach (default)
+   - **Pitch Only** — Craft pitches for a specific journalist or outlet the user names
+   - **Journalist Research** — Just find the right journalists, no pitch writing
+
+---
+
+## Phase 1: Journalist Research
+
+### Find Reporters Who Cover Your Space
+
+Search for journalists using these methods:
+
+**Method 1: Competitor coverage mining**
+1. Search `site:forbes.com "{competitor}"` and `site:techcrunch.com "{competitor}"` for each competitor
+2. Note the bylines — these journalists already cover your category
+3. Collect: name, outlet, recent article title, article date
+
+**Method 2: Topic-based search**
+1. Search `site:forbes.com OR site:inc.com "{your category}"` (e.g., "AI agents for business")
+2. Search `site:techcrunch.com "{your vertical}"` 
+3. Filter for articles from the last 6 months — active reporters only
+
+**Method 3: HARO / Connectively monitoring**
+1. Check https://connectively.us (formerly HARO) for journalist queries in your domain
+2. These are journalists actively seeking sources — highest response rate
+
+**Method 4: Twitter/X journalist lists**
+1. Search X/Twitter for journalists in your space: `"{topic}" (journalist OR reporter OR editor)`
+2. Note their recent tweets — what stories are they working on?
+
+### Journalist Database Output
+
+Write to `brand/marketing/earned-media/journalists.md`:
+
+```markdown
+## Journalist Database — {Brand}
+
+| Name | Outlet | Beat | Recent Article | Date | Contact Method | Pitch Angle |
+|------|--------|------|---------------|------|---------------|-------------|
+| Jane Smith | Forbes | AI/ML in business | "How AI Agents Are Changing Small Business Operations" | 2026-05-15 | jsmith@forbes.com | Our pricing data |
+| ... | ... | ... | ... | ... | ... | ... |
+```
+
+### Targeting Rules
+
+- **Only pitch journalists who actively cover your category.** A Forbes tech reporter who covers crypto won't care about your AI consulting service.
+- **Prioritize journalists who cited your competitors.** They already know the space and need fresh sources.
+- **Check recency.** If their last relevant article was >6 months ago, they may have moved to a different beat.
+- **Target 15-20 journalists** per campaign. Expect 2-5 responses.
+
+---
+
+## Phase 2: Craft the Pitch
+
+### Pitch Formats
+
+**Format 1: Data-First Pitch (highest success rate)**
+
+Use when you have original research or proprietary data from `original-research` skill.
+
+```
+Subject: New data: [surprising stat from your research]
+
+Hi [Name],
+
+I saw your recent piece on [their recent article] — great coverage of [specific point].
+
+I just completed a study of [sample size] [audience] on [topic], and found something
+that contradicts the conventional wisdom:
+
+[Surprising stat with specific numbers]
+
+For context: [2-3 sentences of context]
+
+Would this be useful for a follow-up piece? Happy to share the full dataset.
+
+[Your name]
+[Your title], [Your brand]
+[Link to research report]
+```
+
+**Format 2: Expert Source Pitch**
+
+Use when you're offering yourself as a source for their ongoing coverage.
+
+```
+Subject: Source for [topic] coverage — [your unique angle]
+
+Hi [Name],
+
+I've been building [your product/service] for [audience] for [timeframe].
+A few observations from the trenches:
+
+- [Specific, non-obvious insight 1]
+- [Specific, non-obvious insight 2]
+- [Contrarian take relevant to their beat]
+
+If you're writing about [topic] again, happy to be a source.
+
+[Your name]
+[Your title], [Your brand]
+```
+
+**Format 3: News Peg Pitch**
+
+Use when there's breaking news (Google I/O, new AI model release, policy change) that your brand has a relevant take on.
+
+```
+Subject: [Brand] take on [breaking news event]
+
+Hi [Name],
+
+With [news event] today, here's what this means for [your audience]:
+
+[Your unique angle — not generic commentary]
+
+[Specific implication with data or example]
+
+Available for comment if helpful.
+
+[Your name]
+```
+
+### Pitch Quality Rules
+
+1. **Subject line under 10 words.** Journalists get 200+ pitches per day. Specificity beats cleverness.
+2. **Lead with value, not your brand.** The pitch should help them write a better article, not promote your product.
+3. **Include specific numbers.** "73% of our 200 clients" beats "most of our customers."
+4. **Reference their recent work.** Proves you read their stuff, not just mass-emailing.
+5. **Keep it under 150 words total.** If they're interested, they'll ask for more.
+6. **Never attach files to cold pitches.** Link to the research instead.
+7. **One pitch per journalist.** If they don't respond, follow up once after 5 days. Then stop.
+
+---
+
+## Phase 3: Outreach Tracking
+
+### Pipeline
+
+Write to `brand/marketing/earned-media/pitch-tracker.md`:
+
+```yaml
+---
+brand: "{brand}"
+campaign_start: "{YYYY-MM-DD}"
+pitches_sent: 0
+responses: 0
+coverage: 0
+---
+
+## Pitch Tracker
+
+| Journalist | Outlet | Pitch Sent | Subject Line | Status | Follow-up | Response Date | Coverage |
+|-----------|--------|-----------|-------------|--------|-----------|--------------|----------|
+| Jane Smith | Forbes | 2026-05-27 | "New data: 73% of..." | Sent | 2026-06-01 | — | — |
+```
+
+### Status Values
+
+| Status | Meaning | Next Action |
+|--------|---------|-------------|
+| Draft | Written but not sent | Send via `send-email` skill |
+| Sent | Delivered, awaiting response | Schedule follow-up for 5 days out |
+| Followed Up | One follow-up sent | Wait. No second follow-up. |
+| Responded | Journalist replied | Engage. Provide what they need. Fast. |
+| Passed | Journalist declined | Thank them. Move on. |
+| Coverage | Article published with your brand | Log the URL. Share everywhere. Feed back into AI consensus. |
+| Ghosted | No response after follow-up | Mark as ghosted. Try again in 3 months with a different angle. |
+
+### Follow-Up Rules
+
+- **One follow-up only**, sent 5 business days after the original pitch.
+- Follow-up should add one new piece of information, not just "bumping this."
+- Never send a second follow-up. Journalists interpret persistence as spam.
+
+---
+
+## Phase 4: Coverage Amplification
+
+When you get coverage:
+
+1. **Share everywhere** — X thread, LinkedIn post, Medium article, Reddit (if genuine). The coverage itself becomes a new citation source for AI engines.
+2. **Link to the article** from your website (blog post: "As seen in Forbes...").
+3. **Add to your brand's credibility page** — "Featured in: Forbes, TechCrunch..."
+4. **Feed back into AI visibility** — Run `ai-visibility-audit` to see if the coverage moves your citation rate.
+5. **Thank the journalist** — Builds the relationship for future coverage.
+
+---
+
+## Worked Example
+
+**User request:** "Get press coverage for aiwithjai"
+
+**Phase 1:** Search for journalists covering "AI agents for small business." Find 18 reporters: 5 at Forbes, 3 at Inc, 4 at TechCrunch, 3 at VentureBeat, 3 at industry blogs. Note 6 of them wrote about competitors Lindy.ai or Harvey.ai in the last 3 months.
+
+**Phase 2:** Use the `original-research` skill's pricing data ("AI agent setup costs $5K-$400K from agencies, but $999 from specialists"). Craft data-first pitch: "New data: Small businesses overpay 10-50x for AI agent setup." 
+
+**Phase 3:** Send 15 pitches via `send-email` skill. Track in pitch-tracker.md. Follow up on 5 that got no response after 5 days. Get 3 responses, 1 commitment to include in upcoming roundup article.
+
+**Phase 4:** Forbes publishes a roundup mentioning aiwithjai's $999 price point. Share as LinkedIn article, X thread, and Medium cross-post. The Forbes mention now becomes an AI-citation signal across all engines.
+
+---
+
+## Chain Offers
+
+After completing, present:
+
+- `/ai-consensus-builder` — Use the coverage to build consensus across more platforms
+- `/ai-visibility-audit` — Check if coverage improved AI citations
+- `/original-research` — Produce more pitch-worthy data
+- `/content-atomizer` — Amplify the coverage across social platforms
+- "Schedule monthly PR check" — Monitor for new journalist queries and coverage opportunities
+
+---
+
+## Anti-Patterns
+
+| Anti-pattern | Instead | Why |
+|-------------|---------|-----|
+| Mass-emailing 100 journalists with the same pitch | Research 15-20 relevant journalists, personalize each pitch | Generic pitches get deleted. Journalists talk — a bad pitch burns the outlet forever. |
+| Leading with your product | Lead with data, insight, or a story | Journalists don't care about your product. They care about writing something their readers will share. |
+| Pitching "we launched a product" as news | Pitch the trend, insight, or data your product reveals | Product launches aren't news unless you're Apple. Original findings are always news. |
+| Following up 3+ times | One follow-up, then stop | Persistence = spam. Journalists remember who spammed them. |
+| Writing the article for them | Provide facts, quotes, and data — let them write | Journalists have their own voice and editorial standards. Pre-written copy gets ignored. |
+| Pitching embargoed news to non-exclusive outlets | Offer exclusivity to one outlet, then broaden | Exclusivity increases your chances dramatically. Save the big data for one top-tier outlet. |
+
+## YAGNI Principles
+
+- Don't build a media database — manual research produces better-targeted pitches
+- Don't automate pitch sending — each pitch needs genuine personalization
+- Don't track every journalist on earth — 15-20 well-targeted ones per campaign
+- Don't write press releases — journalists ignore them. Pitch emails work better.
+- Don't create a press page until you have actual coverage to show