arkaos 4.26.0 → 4.28.0

package/departments/marketing/skills/public-relations/references/newsjacking.md

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+# Newsjacking — Reactive PR Workflow
+
+Injecting your POV into a story that's already trending. Done well: free distribution off a wave of attention. Done badly: cringe at best, brand damage at worst.
+
+## Contents
+- When newsjacking works (and when it doesn't)
+- The detect → score → angle → pitch loop
+- Newsworthiness scoring rubric
+- Story angle library
+- Speed: the only thing that matters
+- Sources & tooling
+- Failure modes
+
+---
+
+## When Newsjacking Works
+
+- **Tech/regulatory news in your category** — new law, new platform launch, competitor pivot, big acquisition
+- **Industry data drops** — a major report drops, you have a sharper take or contradicting data
+- **Public conversation** — a debate or controversy where your expertise is genuinely relevant
+- **Seasonal/cyclical moments** — earnings season, year-end reviews, conference weeks
+
+## When to Skip
+
+- **Tragedies, accidents, deaths** — no exceptions. Don't.
+- **Politically charged stories** unless your brand explicitly takes political stances
+- **You have no genuine expertise** in the area
+- **The window is already closed** — if a story is 48h+ old and you weren't first, you're late
+- **The angle is "we have a product for this"** — that's marketing, not journalism
+
+---
+
+## The Loop
+
+A repeatable workflow Claude can run on demand or daily.
+
+1. **Detect** — surface trending stories in your category (see [Sources & Tooling](#sources--tooling))
+2. **Score** — apply the [newsworthiness rubric](#newsworthiness-scoring-rubric); drop anything below threshold
+3. **Angle** — generate 2–3 angles per story using the [angle library](#story-angle-library)
+4. **Validate** — sanity-check: do you actually have the expertise/data to back this angle?
+5. **Pitch** — draft a tight pitch to 3–5 journalists who cover this beat (see [journalist-pitching.md](journalist-pitching.md))
+6. **Post** — also publish on your blog, LinkedIn, X — it builds the trail journalists check before quoting you
+
+Output format Claude should produce:
+
+```
+NEWSJACK CANDIDATE — 2026-06-10
+
+Story: "EU passes AI Act amendment requiring agent registration"
+Source: TechCrunch, 3h ago
+Score: 8/10 (high relevance, fresh, you have proprietary data)
+
+Angles:
+1. Data hot take: "Our analysis of 12,000 agent deployments shows 73% would fail this requirement"
+2. Contrarian: "Why the registration rule will hurt safety, not improve it"
+3. Customer story: "How [customer] is preparing — interview offer"
+
+Recommended: #1 (you have unique data, strongest hook)
+Pitch draft: [see journalist-pitching.md for template]
+Target journalists: [list with rationale]
+```
+
+---
+
+## Newsworthiness Scoring Rubric
+
+Score each candidate 1–10 on five dimensions, multiply by the weight, then sum. Max possible: 80 (10 × the 8x weight total).
+
+| Dimension | What it measures | Weight |
+|-----------|------------------|--------|
+| **Timeliness** | Story <24h old? Window still open? | 2x |
+| **Relevance** | Genuinely in your expertise area? | 2x |
+| **Angle uniqueness** | Can you say something no one else is saying? | 2x |
+| **Authority** | Do you have data, customers, or experience to back it? | 1x |
+| **Reach potential** | Will this story keep growing or has it peaked? | 1x |
+
+**Threshold:** weighted total ≥ 50/80. Below that, skip.
+
+**Auto-disqualify if:**
+- The story is about something tragic
+- Your angle is "I disagree" with nothing to back it
+- You haven't actually formed an opinion — you just want to be quoted
+
+---
+
+## Story Angle Library
+
+Use these templates to generate angles fast.
+
+### 1. Data hot take
+*"We analyzed [N] [things] after [event]. Here's what we found."*
+
+Best when you have proprietary data. The journalist gets a stat, you get the citation.
+
+### 2. Contrarian
+*"Everyone says [popular take]. Here's why they're wrong."*
+
+Best when you can defend the position with specifics. Weak when it's just contrarianism for attention.
+
+### 3. "We predicted this"
+*"Six months ago we wrote [thing] — here's what's happening now and what's next."*
+
+Best when you actually did predict it. Lethal to your credibility if you didn't.
+
+### 4. Customer impact
+*"Here's a [customer type] who's directly affected. We can put you in touch."*
+
+Best for B2B. Reporters love named customers willing to talk.
+
+### 5. Insider explainer
+*"This story is complicated. Here's what's actually happening."*
+
+Best when most coverage is missing nuance. You're not arguing — you're educating.
+
+### 6. Trend connector
+*"This isn't isolated — it's part of a bigger shift we're seeing in [pattern]."*
+
+Best when you have several data points or examples to connect.
+
+### 7. Founder POV
+*"As someone who's built in this space for [X years], here's the part most people are missing."*
+
+Best for opinion pieces / op-eds. Weak as a soundbite pitch.
+
+---
+
+## Speed: The Only Thing That Matters
+
+Newsjacking decays fast. Approximate windows:
+
+| Story type | Effective window |
+|-----------|------------------|
+| Breaking tech news | 4–12 hours |
+| Major regulation / policy | 24–48 hours |
+| Industry report / data drop | 24–72 hours |
+| Conference announcement | Same day |
+| Acquisition / funding news | 12–24 hours |
+
+**Implication:** if you can't draft and send within the window, don't bother. Set up the loop so detection → pitch takes <2 hours.
+
+---
+
+## Sources & Tooling
+
+Reuses tooling from the `social` skill's listening workflow. Same install: `brew install jq`.
+
+### Google News RSS (no auth)
+
+```bash
+# Replace QUERY with topic (use + for spaces, %22 for quotes)
+curl -s "https://news.google.com/rss/search?q=QUERY&hl=en-US&gl=US&ceid=US:en" \
+  | xmllint --xpath "//item[position()<11]" - 2>/dev/null
+```
+
+### Hacker News (Algolia) for tech stories
+
+```bash
+SINCE=$(($(date +%s) - 86400))
+curl -s "https://hn.algolia.com/api/v1/search_by_date?query=QUERY&tags=story&numericFilters=created_at_i>${SINCE}" \
+  | jq '.hits[] | {title, url, points, num_comments, created_at, hn_url: ("https://news.ycombinator.com/item?id="+.objectID)}'
+```
+
+### Reddit (for category-specific subs)
+
+```bash
+curl -s -A "newsjack/1.0" \
+  "https://www.reddit.com/r/SUBREDDIT/top.json?t=day&limit=15" \
+  | jq '.data.children[].data | {title, url, score, num_comments, created_utc}'
+```
+
+### Journalist research (browser-driven)
+
+For finding *which* journalists are covering the story right now:
+- **dev-browser** → Google News search for the story → click through to articles → note the bylines
+- Then go to those journalists' X / LinkedIn / Muck Rack profile to confirm beat and recent coverage
+
+See also [journalist-pitching.md](journalist-pitching.md) for the full discovery workflow.
+
+### Source list
+
+For repeatable monitoring, add a "Newsjacking topics" section to `.agents/listening-sources.md` (template in the `social` skill's references):
+
+```markdown
+## Newsjacking topics (Google News RSS)
+- "AI agent regulation"
+- "[your category] funding"
+- "[your competitors] OR [adjacent competitors]"
+
+## Industry data drops (RSS / manual)
+- Pitchbook reports
+- a16z state of [industry] reports
+- [your category] benchmark reports
+```
+
+---
+
+## Failure Modes
+
+Things that have ended careers and brands.
+
+- **Tragedy-jacking** — Oreo's 2013 Super Bowl tweet worked. Most attempts since have not. Wartime, disasters, deaths: don't.
+- **The forced fit** — "Here's our take on [trending story] — it's actually about [our product]." Journalists see through this instantly.
+- **The empty take** — pitching "we have an opinion" without specifics. Journalists need a quote-worthy line, not "we're closely watching this."
+- **Speed without judgment** — being first with a bad take is worse than being late with a good one. The 30-minute "is this brand-appropriate?" gut check exists for a reason.
+- **Pitching the same angle to 50 journalists** — they talk. Get caught once, lose the relationships.
+- **No follow-through** — pitch goes out, journalist responds in 20 minutes, founder takes 6 hours to reply. Story moves on.
+
+---
+
+## Companion Practice: The Public Trail
+
+Every newsjack pitch is stronger if the journalist can find evidence you've been thinking about this publicly. Before pitching:
+
+1. Publish a short post (blog, LinkedIn, X thread) with your take
+2. Reference it in the pitch ("more thinking here: [link]")
+3. This signals you're not opportunistic — you're an actual voice in the space
+
+If you don't have time to publish, you're probably not ready to pitch.

package/departments/marketing/skills/public-relations/references/press-platforms.md

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+# Press Request Platforms — Inbound PR
+
+Journalists posting "I need a source for X" — you respond, sometimes you get quoted, sometimes you don't. The cheapest PR play available, but only if you treat it seriously.
+
+## Contents
+- The major platforms
+- Daily triage workflow
+- Response template
+- What makes a response get selected
+- What kills a response
+- ROI reality check
+
+---
+
+## The Major Platforms
+
+| Platform | What it is | Cost | Quality |
+|----------|-----------|------|---------|
+| **[Connectively](https://www.connectively.us)** (formerly HARO) | Daily email digest of journalist queries | Free tier; paid for filters | Mixed — high volume, lots of noise |
+| **[Qwoted](https://www.qwoted.com)** | Web app with journalist requests | Free; paid for outreach | Good — better-quality outlets |
+| **[Featured](https://featured.com)** | Web app, expert profiles, journalist requests | Free tier; paid pro | Good for thought-leadership snippets |
+| **[Help A B2B Writer](https://helpab2bwriter.com)** | Twice-weekly email of B2B queries | Free | High — B2B-focused, low spam |
+| **[SourceBottle](https://www.sourcebottle.com)** | Australia-focused but global queries | Free | Variable |
+| **[Terkel](https://terkel.io)** | Roundup-style ("we asked 50 experts…") | Free | Volume-heavy, low effort |
+| **[JournoRequests](https://twitter.com/journorequests)** | X account aggregating tweets | Free | UK-skewed, real-time |
+| **#JournoRequest** (X hashtag) | Live journalist requests | Free | Real-time, fast-moving |
+
+**Recommended starter set:** Connectively + Qwoted + Help A B2B Writer + monitoring `#JournoRequest` on X.
+
+---
+
+## Daily Triage Workflow
+
+These platforms generate volume. Treat it like email triage — fast pass, deep response on the rare matches.
+
+### Step 1 — Filter (5 min)
+
+For each digest / request feed:
+- Drop everything where you don't have **direct experience or data**
+- Drop everything from outlets your ICP doesn't read
+- Drop everything with a deadline you can't meet
+- Keep only requests where you can give a **complete, named, on-the-record answer**
+
+Realistic conversion: 50 daily requests → 2–4 worth answering.
+
+### Step 2 — Deep response (15 min per request)
+
+For each keeper:
+- Read the request 3 times — what's the *actual* angle?
+- Look up the journalist if possible — recent coverage, beat
+- Write a custom response (see [template](#response-template))
+- Send within their stated deadline (early > late)
+
+### Step 3 — Log
+
+Track in a spreadsheet:
+- Date
+- Platform
+- Journalist + outlet
+- Topic
+- Response sent (yes/no)
+- Outcome (no response / passed / quoted / linked)
+
+After 30 responses, you'll see which topics/platforms convert.
+
+---
+
+## Response Template
+
+Keep responses under 200 words. Journalists are scanning 50+ replies for one quote.
+
+```
+Hi [name],
+
+Quick response to your request about [topic].
+
+[Specific credential — 1 sentence. "Built X for 5 years" / "Led marketing at Y" / "Have analyzed N companies in space"]
+
+The most important thing about [topic]: [your actual point in 2 sentences].
+
+[A specific example, story, or data point — this is what gets quoted.]
+
+[If applicable: a contrarian or surprising angle that differentiates from typical answers.]
+
+Happy to expand on any of this, share data, or be quoted directly.
+
+Feel free to use this attribution:
+[Your name], [your title], [your company]
+
+Contact for follow-up: [email + phone]
+```
+
+**Note the structure:**
+1. One-sentence intro
+2. One-sentence credential
+3. Two-sentence answer
+4. Specific example (the quotable part)
+5. Optional: differentiator
+6. Clear offer
+7. Pre-written attribution (saves them 30 seconds)
+8. Contact info
+
+---
+
+## What Makes a Response Get Selected
+
+After analyzing hundreds of quoted responses, the patterns:
+
+### Quotable specificity
+**Bad:** "Companies should focus on customer experience."
+**Good:** "When we A/B tested 47 onboarding flows, the version with a 30-second video at step 3 increased activation by 41%."
+
+The good version is a quote. The bad version is filler.
+
+### Concrete credential
+**Bad:** "As a marketing expert..."
+**Good:** "I've run growth at three Series B SaaS companies, all in B2B sales tooling."
+
+Specificity beats title-stacking.
+
+### Story over advice
+**Bad:** "It's important to track the right metrics."
+**Good:** "We almost shut down because we were optimizing for MRR when our real problem was activation. Once we switched to tracking 7-day activation, everything else followed."
+
+Stories make articles. Advice makes filler.
+
+### Pre-formatted for their workflow
+- Pre-written attribution
+- Multiple quotable lines (let them pick)
+- High-res headshot link (don't attach)
+- One-line company description
+
+### Time match
+**Most quotes come from responses sent in the first 6 hours.** After 24 hours, your chances drop sharply. Treat deadlines as if they're 24h earlier than stated.
+
+---
+
+## What Kills a Response
+
+- **Pitching your product** when they asked for expert commentary
+- **Generic advice** that could come from any expert
+- **Multiple "experts" from your company** responding to the same request (looks coordinated, often is)
+- **Hiring a PR firm to spam responses** — journalists smell it
+- **Demanding a link back** to your site — most can't promise links
+- **Ignoring the deadline** by 1+ days
+- **Long bio sections** before the actual answer
+- **Asking to "see the article before publication"** — you don't get to do that
+- **Asking what other experts said** so you can differentiate — they won't tell you
+
+---
+
+## ROI Reality Check
+
+Most teams overinvest in these platforms because they're cheap. Be honest:
+
+| Effort | Realistic outcome (90 days) |
+|--------|----------------------------|
+| 5 hr/week, custom responses | 3–10 quoted placements |
+| 1 hr/week, template responses | 0–2 placements |
+| Outsourced to PR firm | Lots of submissions, few quotes |
+
+**A quote in a tier-1 outlet is worth:**
+- A backlink (DR depends on outlet)
+- A sales-collateral asset ("As featured in...")
+- AI-citation surface area
+- Brand legitimacy in the abstract
+
+**A quote in a tier-3 outlet is worth:**
+- A backlink, often nofollow
+- Maybe an Instagram screenshot
+
+**Decision rule:** if you can sustain 5 hr/week of quality responses for 90 days, this is worth it. If you can only do 1 hr/week, skip it and invest in [proactive pitching](journalist-pitching.md) instead.
+
+---
+
+## Setup Checklist
+
+Before you start responding:
+
+- [ ] Press page exists and is current (see main SKILL.md)
+- [ ] One-line credential is written and rehearsed
+- [ ] Headshot is high-res and at a public URL
+- [ ] You have 3–5 specific stories / data points ready to deploy
+- [ ] You've decided which 2–3 platforms to use (don't try all 7)
+- [ ] You've blocked a daily 20-min window for triage
+- [ ] You're logging responses in a tracker
+
+Without these, you're spamming and wasting their time and yours.

package/departments/marketing/skills/schema-markup/SKILL.md

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+---
+name: mkt/schema-markup
+description: >
+  Add, fix, or optimize schema.org structured data (JSON-LD) so pages earn
+  rich results in Google — FAQ, Product, Article, Review, Breadcrumb,
+  Organization, HowTo. Implementação de dados estruturados / rich snippets
+  para SEO. TRIGGER: "schema markup", "structured data", "JSON-LD", "rich
+  snippets", "schema.org", "FAQ schema", "product schema", "review schema",
+  "breadcrumb schema", "Google rich results", "knowledge panel", "star
+  ratings in search", "add structured data", "/mkt schema-markup". SKIP:
+  broader technical/on-page SEO issues -> mkt/seo-audit; AI-search /
+  citation optimization -> mkt/ai-seo; templated schema at scale ->
+  mkt/programmatic-seo.
+allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
+---
+
+<!-- arka:kb-first-prefix begin -->
+> **KB-first:** query `mcp__obsidian__search_notes` (and
+> `mcp__graphify__query_graph` when configured) and cite `[[wikilinks]]`
+> or graph nodes — or declare the gap — BEFORE any external research.
+> Full doctrine: `arka/SKILL.md` (KB-First Research).
+<!-- arka:kb-first-prefix end -->
+
+# Schema Markup — `/mkt schema-markup`
+
+> **Agent:** Ana (SEO Specialist) | **Frameworks:** Schema.org, JSON-LD, Google Rich Results
+
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`. If neither exists,
+offer to run `/mkt product-marketing`.
+
+You are an expert in structured data and schema markup. Your goal is to implement schema.org markup that helps search engines understand content and enables rich results in search.
+
+## Initial Assessment
+
+Before implementing schema, understand:
+
+1. **Page Type** - What kind of page? What's the primary content? What rich results are possible?
+
+2. **Current State** - Any existing schema? Errors in implementation? Which rich results already appearing?
+
+3. **Goals** - Which rich results are you targeting? What's the business value?
+
+---
+
+## Core Principles
+
+### 1. Accuracy First
+- Schema must accurately represent page content
+- Don't markup content that doesn't exist
+- Keep updated when content changes
+
+### 2. Use JSON-LD
+- Google recommends JSON-LD format
+- Easier to implement and maintain
+- Place in `<head>` or end of `<body>`
+
+### 3. Follow Google's Guidelines
+- Only use markup Google supports
+- Avoid spam tactics
+- Review eligibility requirements
+
+### 4. Validate Everything
+- Test before deploying
+- Monitor Search Console
+- Fix errors promptly
+
+---
+
+## Common Schema Types
+
+| Type | Use For | Required Properties |
+|------|---------|-------------------|
+| Organization | Company homepage/about | name, url |
+| WebSite | Homepage (search box) | name, url |
+| Article | Blog posts, news | headline, image, datePublished, author |
+| Product | Product pages | name, image, offers |
+| SoftwareApplication | SaaS/app pages | name, offers |
+| FAQPage | FAQ content | mainEntity (Q&A array) |
+| HowTo | Tutorials | name, step |
+| BreadcrumbList | Any page with breadcrumbs | itemListElement |
+| LocalBusiness | Local business pages | name, address |
+| Event | Events, webinars | name, startDate, location |
+
+**For complete JSON-LD examples**: See [references/schema-examples.md](references/schema-examples.md)
+
+---
+
+## Quick Reference
+
+### Organization (Company Page)
+Required: name, url
+Recommended: logo, sameAs (social profiles), contactPoint
+
+### Article/BlogPosting
+Required: headline, image, datePublished, author
+Recommended: dateModified, publisher, description
+
+### Product
+Required: name, image, offers (price + availability)
+Recommended: sku, brand, aggregateRating, review
+
+### FAQPage
+Required: mainEntity (array of Question/Answer pairs)
+
+### BreadcrumbList
+Required: itemListElement (array with position, name, item)
+
+---
+
+## Multiple Schema Types
+
+You can combine multiple schema types on one page using `@graph`:
+
+```json
+{
+  "@context": "https://schema.org",
+  "@graph": [
+    { "@type": "Organization", ... },
+    { "@type": "WebSite", ... },
+    { "@type": "BreadcrumbList", ... }
+  ]
+}
+```
+
+---
+
+## Validation and Testing
+
+### Tools
+- **Google Rich Results Test**: https://search.google.com/test/rich-results
+- **Schema.org Validator**: https://validator.schema.org/
+- **Search Console**: Enhancements reports
+
+### Common Errors
+
+**Missing required properties** - Check Google's documentation for required fields
+
+**Invalid values** - Dates must be ISO 8601, URLs fully qualified, enumerations exact
+
+**Mismatch with page content** - Schema doesn't match visible content
+
+---
+
+## Implementation
+
+### Static Sites
+- Add JSON-LD directly in HTML template
+- Use includes/partials for reusable schema
+
+### Dynamic Sites (React, Next.js)
+- Component that renders schema
+- Server-side rendered for SEO
+- Serialize data to JSON-LD
+
+### CMS / WordPress
+- Plugins (Yoast, Rank Math, Schema Pro)
+- Theme modifications
+- Custom fields to structured data
+
+---
+
+## Output Format
+
+### Schema Implementation
+```json
+// Full JSON-LD code block
+{
+  "@context": "https://schema.org",
+  "@type": "...",
+  // Complete markup
+}
+```
+
+### Testing Checklist
+- [ ] Validates in Rich Results Test
+- [ ] No errors or warnings
+- [ ] Matches page content
+- [ ] All required properties included
+
+---
+
+## Task-Specific Questions
+
+1. What type of page is this?
+2. What rich results are you hoping to achieve?
+3. What data is available to populate the schema?
+4. Is there existing schema on the page?
+5. What's your tech stack?
+
+---
+
+## Related ArkaOS skills
+
+- **`mkt/seo-audit`** — overall SEO including schema review.
+- **`mkt/ai-seo`** — AI search optimization (schema helps AI understand content).
+- **`mkt/programmatic-seo`** — templated schema at scale.
+- **`landing/page-architect`** — breadcrumb structure and navigation schema planning.