@stacksjs/defaults 0.75.108 → 0.75.110

package/ai/skills/stacks-marketing-public-relations/PLAYBOOK.md

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+> Adapted playbook. The [shared Stacks workflow](../stacks-marketing/WORKFLOW.md) governs implementation, current facts, and authorization.
+
+
+# Public Relations & Earned Media
+
+You are an expert in earned media for software products. Your goal is to help the user get covered by journalists, podcasts, and newsletters - efficiently, with respect for the people on the other end of the pitch.
+
+## Before Starting
+
+**Check for product marketing context first:**
+Read the established product context described in [the shared workflow](../stacks-marketing/WORKFLOW.md) before asking questions.
+
+---
+
+## Core Philosophy
+
+PR is not a substitute for distribution. It's a multiplier for it.
+
+- **Earned media doesn't drive direct conversions.** A TechCrunch hit will not give you 1,000 paying customers. It will give you backlinks, brand legitimacy, AI-citation surface area, and ammo for sales conversations.
+- **Pitch journalists like you'd pitch a customer:** specific, useful, fast, and never about you.
+- **The story is not your product. The story is the trend, the data, the conflict, or the human.** Your product is the evidence. Every pitchable story bends toward one of three angles - Founding Story, David vs Goliath, or Have an Enemy (a *broken system*, never a competitor). See [references/story-angles.md](references/story-angles.md).
+- **Chase press for the compound effect, not the traffic bump.** The bump fades in a day; authority, journalist relationships, and AI-citation surface compound. Build media relationships *before* you need them, and run one core asset through the whole repurposing flywheel.
+- **Speed beats polish on reactive PR.** A B+ pitch in the first hour of a story beats an A+ pitch on day three.
+
+### When PR is worth it
+
+- You have **a real story** - proprietary data, a strong opinion, a milestone, a customer with a sharp before/after, or a fresh angle on a trending topic
+- You have **founder/exec time** - journalists want quotes from people with skin in the game, not from a PR rep
+- You have **a destination** - a press page, blog post, or product launch that converts attention into something useful
+
+### When to skip PR (for now)
+
+- Pre-launch with no story beyond "we exist"
+- No one on the team can sustain pitching for 4-6 weeks (PR is a momentum game)
+- You don't have a clear ICP - journalists ask "who reads my piece because of this?" and if you can't answer, neither can they
+
+---
+
+## The PR Mix
+
+Four modes. Most teams over-index on one. Run at least three.
+
+| Mode | What it is | Effort | Speed to coverage |
+|------|------------|--------|-------------------|
+| **Reactive (newsjacking)** | Inject your POV into trending news | Low-medium | Hours to days |
+| **Proactive (pitching)** | Build a media list, pitch original stories | High | 2-8 weeks |
+| **Inbound (press requests)** | Respond to journalist queries on HARO/Qwoted/Featured | Low | Days to weeks |
+| **Owned (press page + media kit)** | Make it easy for journalists to find you | One-time setup | N/A |
+
+**For the story angle taxonomy (Founding Story / David vs Goliath / Have an Enemy), data stories, media relationship-building, and the PR repurposing flywheel** - see [references/story-angles.md](references/story-angles.md)
+
+**For the reactive newsjacking workflow** - see [references/newsjacking.md](references/newsjacking.md)
+
+**For proactive journalist pitching** - see [references/journalist-pitching.md](references/journalist-pitching.md)
+
+**For inbound press-request platforms (HARO, Qwoted, etc.)** - see [references/press-platforms.md](references/press-platforms.md)
+
+**For where to pitch (media outlets, podcasts, newsletters)** - see [references/media-outlets.md](references/media-outlets.md). For startup/SaaS/AI directories, use the separate `stacks-marketing-directory-submissions` skill - different intent, different list.
+
+**For prepping a podcast appearance you've landed** - see [references/podcast-guest-prep.md](references/podcast-guest-prep.md). Episodes get transcribed and cited by AI assistants, so a good appearance compounds in AI answers for years - prep is an AI-visibility play, not just interview polish.
+
+---
+
+## When Something Goes Wrong
+
+PR also has a reactive side: breaches, outages, viral complaints, executive controversies. The story is already running, so the goal shifts from earning coverage to responding fast and accurately.
+
+Start by assigning a severity tier, then run the first-60-minutes checklist: confirm facts, designate one spokesperson, publish a holding statement, set the next update time. For a data breach, injury, lawsuit, or regulator, loop in legal counsel before admitting fault or publishing.
+
+**For severity tiers, channel order, and playbooks by crisis type** - see [references/crisis-communications.md](references/crisis-communications.md)
+
+**For holding, breach, outage, apology, billing-error, and postmortem templates** - see [references/statement-templates.md](references/statement-templates.md)
+
+---
+
+## Owned: Press Page + Media Kit
+
+Set this up once. It's the cheapest PR investment with the highest ROI on every future story.
+
+**Press page (`/press` or `/newsroom`) should include:**
+- One-paragraph company description (copy/paste ready)
+- Founder bios with headshots (high-res, downloadable)
+- Logo pack (SVG + PNG, light + dark, with usage guidelines)
+- Product screenshots (high-res)
+- Recent coverage list (social proof for the next journalist)
+- Founding date, employee count, funding (if disclosed)
+- Press contact email (not a form - journalists hate forms)
+- Recent press releases / announcements
+
+**One sentence at the top:** "For interview requests or assets, email press@yourcompany.com - we respond within 24 hours."
+
+Then *actually* respond within 24 hours.
+
+---
+
+## Quick Reference: Pitch Quality Bar
+
+Before sending any pitch, the answer to all of these should be yes:
+
+- [ ] Does this journalist cover this beat? (Check their last 5 articles.)
+- [ ] Is there a clear news hook - something that just happened or is about to?
+- [ ] Could this journalist write a complete story from this email alone? (Data, quotes, customer name, contact.)
+- [ ] Is the subject line specific enough to predict the article's headline?
+- [ ] Is the pitch under 150 words?
+- [ ] Did you avoid the words "revolutionary," "game-changing," "disruptive," and "synergy"?
+- [ ] Is the ask clear? (Interview? Embargo? Exclusive? Quote?)
+
+If any answer is no, don't send.
+
+---
+
+## Measurement
+
+What to track:
+
+| Metric | Why |
+|--------|-----|
+| **Coverage count** (placements / month) | Activity baseline |
+| **Domain rating of placements** | Backlink value |
+| **Referral traffic from coverage** | Did anyone actually click? |
+| **Brand search lift** | Did people search you after reading? |
+| **AI citation rate** (ChatGPT, Perplexity quote your brand?) | The new measurement that matters |
+| **Sales conversations citing the article** | The only one that matters for revenue |
+
+What not to obsess over: AVE (advertising value equivalency) - it's a vanity metric PR firms invented.
+
+---
+
+## Common Workflows
+
+### "Help me newsjack [trending story]"
+Go to [newsjacking.md](references/newsjacking.md), run the scoring rubric, draft 2-3 angles, pick the best, draft the pitch.
+
+### "Find journalists who cover [beat]"
+Go to [journalist-pitching.md](references/journalist-pitching.md), use the discovery checklist + dev-browser to research recent articles, build a scored list.
+
+### "What's worth pitching this week?"
+Combine: recent product milestones + active news cycles + any data you've collected. Score each potential story by the quality bar above.
+
+### "What's my story angle?" / "How do I get press with no news?"
+Go to [story-angles.md](references/story-angles.md). Fit the situation to one of the three angles (Founding Story / David vs Goliath / Have an Enemy), or turn proprietary data into a data story. Remember: a milestone alone isn't a story - milestone *with narrative* is.
+
+### "Respond to this HARO query"
+Go to [press-platforms.md](references/press-platforms.md), use the response template, keep it under 200 words.
+
+### "I'm going on [podcast] next week - help me prep"
+Go to [podcast-guest-prep.md](references/podcast-guest-prep.md): research the show (RSS feed → site → Apple Podcasts → web), extract the recurring threads and host profiles, map the guest's stories onto them, deliver the brief.
+
+### "Build my press page"
+Use the checklist above. Most companies do this in an afternoon and forget about it for a year - that's fine.

package/ai/skills/stacks-marketing-public-relations/SKILL.md

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+---
+name: stacks-marketing-public-relations
+description: Use when the user wants help with public relations, earned media, press coverage, journalist outreach, or media strategy (not pull requests). Covers marketing planning and its Stacks implementation.
+license: MIT
+compatibility: Bun >= 1.3.0, TypeScript
+allowed-tools: Read Edit Write Bash Grep Glob
+---
+
+# Marketing Public Relations
+
+Read [the shared Stacks workflow](../stacks-marketing/WORKFLOW.md), then
+[PLAYBOOK.md](PLAYBOOK.md) before doing this task. Load the supporting references
+only for the branch the playbook routes to.
+
+This ports `public-relations` from
+[coreyhaines31/marketingskills](https://github.com/coreyhaines31/marketingskills/tree/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/skills/public-relations).
+[NOTICE.md](NOTICE.md) records the snapshot and [LICENSE](LICENSE) retains the
+upstream MIT notice.
+
+## Stacks integration
+
+Keep marketing recommendations distinct from application API facts. Use the
+framework skill for any model, action, route, stx page, campaign job, or payment
+change. Use the user's existing brief and authorization; a playbook example
+does not supply a product fact or authorize sending, spending, or publishing.
+
+Platform limits and benchmarks in the snapshot need current primary-source
+verification before use. Return the requested artifact with consequential
+assumptions and evidence, then verify any implementation through its real
+behavior. Use TypeScript and Bun for executable helpers.

package/ai/skills/stacks-marketing-public-relations/evals/evals.json

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+{
+  "skill_name": "stacks-marketing-public-relations",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "We're a tiny 2-person SaaS competing against Notion in the docs space. We don't have any funding news or a big milestone. How do we get press coverage?",
+      "expected_output": "Should route to references/story-angles.md. Should recognize there's no traditional news hook and instead fit the situation to one of the three story angles, most naturally David vs Goliath (own your size against an incumbent, cite the Superhuman vs Gmail exemplar). Should mention the other two angles - Founding Story (Pieter Levels '12 startups in 12 months,' build-in-public, share revenue) and Have an Enemy (the enemy is a broken system, not the competitor - never 'Notion is bad,' and reference HEY vs Apple's App Store 2020). Should reinforce 'the story is not your product' and that a milestone alone isn't a story - milestone with narrative is. Should note the compound effect (authority, relationships, AI-citation surface) over the traffic bump. May suggest turning proprietary data into a data story and building media relationships before pitching. Should not invent fake news or suggest attacking the competitor by name.",
+      "assertions": [
+        "Routes to references/story-angles.md",
+        "Identifies David vs Goliath as the fitting angle with the Superhuman vs Gmail exemplar",
+        "Names all three angles (Founding Story, David vs Goliath, Have an Enemy)",
+        "Clarifies the enemy is a broken system, not a named competitor (HEY vs Apple App Store 2020)",
+        "Cites Pieter Levels '12 startups in 12 months' for Founding Story",
+        "Reinforces 'the story is not your product'",
+        "Notes milestone-with-narrative and/or the compound effect over the traffic bump",
+        "Does not fabricate news or suggest smearing the competitor by name"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We just found out someone accessed our customer database last night. We don't know yet what data they got. People are starting to ask on Twitter. Write us a statement.",
+      "expected_output": "Should route to references/crisis-communications.md and references/statement-templates.md. Should classify this as Tier 4 (Severe) and treat it accordingly: legal counsel reviews before anything beyond a holding statement, exec-level spokesperson, dedicated incident page. Should tell the user to loop in legal counsel before admitting fault or publishing, and note that breach notification deadlines and required content vary by jurisdiction without asserting a specific deadline as fact. Should draft a holding statement that acknowledges the incident, says it is being investigated, and commits to a specific next-update time, with no claims about cause, scope, or what data was or wasn't exposed. Should not admit fault or claim 'no sensitive data was affected' before security confirms scope. Should cover channel order (directly affected customers before public posts, internal note in parallel) and offer the full breach notification template for once scope is confirmed.",
+      "assertions": [
+        "Classifies the incident as Tier 4 (Severe) using the severity tiers",
+        "Tells the user to loop in legal counsel before admitting fault or publishing beyond a holding statement",
+        "Notes breach notification obligations vary by jurisdiction without stating a specific deadline as fact",
+        "Drafts a holding statement with a specific next-update time",
+        "Holding statement makes no claims about cause, scope, or what data was or wasn't exposed",
+        "Does not admit fault before the facts are known",
+        "Addresses channel order: affected customers and staff before or alongside public posts"
+      ],
+      "files": []
+    }
+  ]
+}

package/ai/skills/stacks-marketing-public-relations/references/crisis-communications.md

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+# Crisis Communications
+
+Adapted from a contribution by @fyscleaning-jpg (PR #381).
+
+Reactive PR for when something has gone wrong: a breach, an outage, a viral complaint, an executive controversy. Proactive PR runs on your timeline. In a crisis, the story is already running, and your job is to respond quickly, honestly, and without making it worse.
+
+## Contents
+- Get the facts first
+- Legal, regulatory, and safety exposure
+- Principles
+- Severity tiers
+- The first 60 minutes
+- Channel order
+- Playbooks by crisis type
+- What not to do
+- After the crisis
+- Review checklist
+
+## Get the Facts First
+
+Before drafting anything, establish:
+
+1. **What actually happened.** The confirmed fact, separate from the rumor. If it's unconfirmed, the statement says so.
+2. **Who is affected.** Customers, employees, the public, a specific group, regulators.
+3. **The exposure.** Contained, still unfolding, or likely to get worse (more data exposed, more people harmed, outage ongoing).
+4. **What's already public.** Breaking on social, covered by press, or known only internally.
+5. **What legal, security, or engineering can confirm right now** versus what's still under investigation.
+
+Never draft a statement that asserts something not yet confirmed. A statement you walk back 24 hours later does more damage than a slower, accurate one.
+
+## Legal, Regulatory, and Safety Exposure
+
+If the incident involves a data breach, physical injury or safety risk, a lawsuit, or a regulator, loop in legal counsel before you admit fault, describe cause, or publish anything beyond a holding statement.
+
+Data breaches can carry mandatory notification deadlines and required content, and these vary by jurisdiction and by the type of data involved. Counsel determines which apply. Don't state a specific deadline unless counsel has confirmed it.
+
+Keep the legal posture and the public statement as separate documents. Counsel decides what you can say. The public statement says it in plain human language.
+
+## Principles
+
+- **Speed matters, accuracy matters more.** Silence in the first hours reads as incompetence or concealment. A wrong statement reads as dishonesty.
+- **One source of truth.** Designate a single spokesperson and a single channel of record. Mixed messages from different staff become their own crisis.
+- **Acknowledge before you explain.** Open with what happened and who it affects. Readers scan for "am I affected and what do I do."
+- **Apologize without a "but."** "We're sorry this happened, but our systems generally..." is a defense with an apology in front. Once counsel has cleared accepting responsibility, say sorry, say what you're doing, and stop.
+- **Keep updating.** A crisis is a sequence of updates. Commit to a cadence ("next update by 6pm ET") and keep it, even when the update is "still investigating."
+
+## Severity Tiers
+
+Match the response to the actual severity. When unsure, tier up: under-responding to a Tier 3 looks worse than over-responding to a Tier 2.
+
+| Tier | Examples | Response |
+|------|----------|----------|
+| **1. Contained** | Single feature bug, isolated complaint thread, minor copy mistake | Support or community team replies directly. No public statement. |
+| **2. Visible** | Service degradation, a complaint gaining traction, a marketing claim called out | Public acknowledgment on status page or social, owned by the support or marketing lead |
+| **3. Significant** | Full outage, billing error across many customers, a widely shared customer-harm story | Formal exec-reviewed statement on status page, email, and social. Spokesperson designated. |
+| **4. Severe** | Data breach, security incident, executive misconduct, safety issue, regulatory inquiry | Counsel-reviewed statement, exec-level spokesperson, dedicated incident page. Notification obligations may apply. |
+
+## The First 60 Minutes
+
+1. **Confirm the facts** with the people who have direct knowledge (engineering, security, legal, support lead), not secondhand summaries.
+2. **Assess the tier.** For Tier 4, bring in legal counsel now.
+3. **Designate the spokesperson** and the channel of record (status page, pinned post, or both).
+4. **Publish a holding statement.** It says you know about the issue and are working on it, with zero unconfirmed claims about cause or scope. See [statement-templates.md](statement-templates.md).
+5. **Notify staff before or alongside going public.** A short internal note covers what's happening, what to say if asked, and where to route press and customer questions.
+6. **Set the next update time** and state it publicly.
+
+## Channel Order
+
+Getting the order wrong, such as posting publicly before telling affected customers, creates a second crisis.
+
+1. **Directly affected parties first.** Individual email or in-app notice to the people actually impacted, especially for breaches and billing errors.
+2. **Internal note**, in parallel with step 1.
+3. **Status page or incident page.** The linkable source of truth you control and update.
+4. **Owned social channels.** A short post linking to the full statement. Character limits force omissions that read as evasive.
+5. **Press.** If reporters are already asking, respond directly instead of waiting. Press should never get the news before affected customers.
+
+## Playbooks by Crisis Type
+
+| Type | First move | Watch for |
+|------|-----------|-----------|
+| **Data breach / security incident** | Confirm scope with security and bring in counsel before any public claim about what was or wasn't exposed. Counsel checks notification obligations. | "No sensitive data was affected" is the statement most often walked back. Don't say it until security confirms it. |
+| **Product outage** | Status page update within minutes, even if it only says "investigating." | Don't commit to an ETA you can't keep. "Next update by [time]" is safer than a guessed fix time. |
+| **Executive misconduct** | Legal and board involvement before any statement. Here, getting it right outranks speed. | A statement that reads as protecting the executive over the people affected. |
+| **Customer-harm story going viral** | Contact the customer privately before replying publicly. | Arguing facts in public reply threads. Resolve privately, then post a brief update if appropriate. |
+| **Billing / pricing error** | Confirm scope (how many customers, how much money) before announcing the fix. | Waiting to be asked. Refund or credit proactively; refunds after public pressure read as conceding under fire. |
+| **Layoffs leak early** | Move the internal announcement up so employees hear it from the company. | Letting the leak stand without an official statement. |
+| **Misleading marketing claim called out** | Name the specific claim, correct it, and explain the fix. | Defending intent. The audience cares about the correction. |
+
+## What Not to Do
+
+- **Go silent.** "No new information yet, next update at [time]" beats nothing.
+- **Delete criticism.** Deleted threads get screenshotted and become a second story about a cover-up.
+- **Issue a non-apology.** "We're sorry if anyone was affected" puts the burden on the reader's reaction instead of owning the action.
+- **Speculate.** "We believe this may have also affected..." starts a correction cycle. State what's confirmed and name what's still under investigation.
+- **Admit fault or cause before the facts and counsel allow it.** You can acknowledge the issue and the impact without assigning blame you can't yet support.
+- **Let legal language into the human statement.** "The Company denies any wrongdoing" inside a customer apology reads as insincere.
+- **Bury the lede.** Don't open with paragraphs of context before saying what happened and who's affected.
+
+## After the Crisis
+
+1. **Public postmortem** for Tier 3 and 4: what happened, root cause, and what's changing. Specific, checkable commitments build trust; "we take this seriously" doesn't.
+2. **Internal retro**, separate from the postmortem, on what should change in the response process itself.
+3. **Track every promise.** If the statement promised a fix, credit, or policy change, see it through and post a follow-up when it ships.
+4. **Watch sentiment for 1-2 weeks.** Crises often get a second wave when a new detail surfaces.
+
+## Review Checklist
+
+- Does the response match the tier?
+- Have directly affected parties been notified before any public statement?
+- Does the draft claim only what's confirmed?
+- For breaches, injuries, lawsuits, or regulators: has counsel reviewed it?
+- Is there one spokesperson and one channel of record?
+- What's the next update commitment, and who owns it?