opencode-skills-collection 3.1.12 → 3.1.13

package/bundled-skills/public-relations/SKILL.md

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+---
+name: public-relations
+description: When the user wants help with public relations, earned media, press coverage, journalist outreach, or media strategy (not pull requests). Also use when the user mentions 'PR,' 'public relations,' 'press,' 'press release,' 'press coverage,' 'media outreach,' 'pitch a journalist,' 'get...
+risk: unknown
+source: https://github.com/coreyhaines31/marketingskills/tree/main/skills/public-relations
+source_repo: coreyhaines31/marketingskills
+source_type: community
+date_added: 2026-07-01
+license: MIT
+license_source: https://github.com/coreyhaines31/marketingskills/blob/main/LICENSE
+---
+
+# Public Relations & Earned Media
+## When to Use
+
+Use this skill when you need when the user wants help with public relations, earned media, press coverage, journalist outreach, or media strategy (not pull requests). Also use when the user mentions 'PR,' 'public relations,' 'press,' 'press release,' 'press coverage,' 'media outreach,' 'pitch a journalist,' 'get...
+
+
+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:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+---
+
+## 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.
+- **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 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 `directory-submissions` skill — different intent, different list.
+
+---
+
+## 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.
+
+### "Respond to this HARO query"
+Go to [press-platforms.md](references/press-platforms.md), use the response template, keep it under 200 words.
+
+### "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.
+
+## Limitations
+
+- Use this skill only when the task clearly matches its upstream source and local project context.
+- Verify commands, generated code, dependencies, credentials, and external service behavior before applying changes.
+- Do not treat examples as a substitute for environment-specific tests, security review, or user approval for destructive or costly actions.

package/bundled-skills/public-relations/references/journalist-pitching.md

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+# Journalist Pitching — Proactive PR Workflow
+
+Building a media list, scoring journalist fit, and crafting pitches that actually get opened. This is a 4–8 week practice, not a one-shot.
+
+## Contents
+- Building the media list
+- Scoring journalist fit
+- Pitch templates by angle
+- Subject lines that get opened
+- Voice and structure
+- Embargoes, exclusives, and follow-up etiquette
+- Pitch killers
+- Tooling
+
+---
+
+## Building the Media List
+
+The goal: a list of 20–40 journalists who actually cover your beat. Not 500 names from a database.
+
+### Discovery checklist
+
+For each candidate journalist:
+
+- [ ] Read their **last 5 articles** — are they covering your beat right now?
+- [ ] Note their **publication** — does it reach your ICP?
+- [ ] Check their **bio** on the outlet site — what topics do they own?
+- [ ] Check **X/LinkedIn** for what they're posting about this week
+- [ ] Note their **email** (usually on outlet author page, Muck Rack, or company About page)
+- [ ] Check **Muck Rack** if available — it shows recent topics and pitch preferences
+
+### Where to find candidates
+
+| Method | How |
+|--------|-----|
+| **Reverse lookup from coverage you want** | Find 5 articles about competitors / your category, note bylines |
+| **Topic search on Muck Rack** | Free tier shows journalists by topic |
+| **X / Twitter lists** | "[your niche] reporters" lists already exist |
+| **LinkedIn search** | "Journalist" + "[your category]" — filter by recent activity |
+| **Newsletter author pages** | Beehiiv, Substack, ConvertKit creators are pitchable |
+| **Podcast host research** | Listen to 1 episode before pitching — non-negotiable |
+
+### Don't waste time on
+
+- **Mass media databases** (Cision, Meltwater) for early-stage — overkill and expensive
+- **Journalists who haven't posted in 6+ months** — they may have left
+- **"Editor-in-chief" generic addresses** — pitches there get ignored or routed to interns
+- **Journalists who explicitly state "no PR pitches" in bio** — respect it
+
+---
+
+## Scoring Journalist Fit
+
+Score each journalist 1–10 across four dimensions. Sum and rank. Focus on top 20.
+
+| Dimension | What it measures | Weight |
+|-----------|------------------|--------|
+| **Beat match** | Do they cover your category specifically? | 3x |
+| **Reach** | Outlet's audience size + their byline traction | 2x |
+| **Engagement** | Do they respond to pitches publicly / on X? | 2x |
+| **Recency** | Have they written about a related topic in last 30d? | 1x |
+
+**Tiering:**
+- **Tier 1 (8–10):** Personal pitch with original angle. Custom each time.
+- **Tier 2 (5–7):** Standard pitch, lightly customized.
+- **Tier 3 (below 5):** Skip or pitch only when story is exceptional.
+
+---
+
+## Pitch Templates by Angle
+
+Six structures that work. Pick the one that matches your story.
+
+### 1. Data story
+
+```
+Subject: [Specific stat] — [implication]
+
+Hi [name],
+
+I noticed you covered [recent article] — wanted to share data that might
+be relevant.
+
+We [analyzed N / surveyed N / tracked N] and found:
+• [Stat 1 with surprise factor]
+• [Stat 2]
+• [Stat 3]
+
+The most interesting pattern: [one-sentence insight].
+
+Full data + methodology here: [link to one-pager, not your homepage]
+
+Happy to share the raw dataset, jump on a call, or connect you with
+[customer who's relevant].
+
+[your name + 1-line credential]
+```
+
+### 2. Exclusive launch / milestone
+
+```
+Subject: Exclusive: [specific milestone] at [company]
+
+Hi [name],
+
+I have an exclusive on [milestone] that I think fits your [beat] coverage.
+
+The story: [one sentence]
+Why it matters: [one sentence — for their readers, not for you]
+What's new: [the actual news, not the marketing line]
+
+Embargo until [day, time, timezone] — would love to give you first
+window. Press kit + assets: [link]
+
+Free to talk [two specific time options].
+
+[your name]
+```
+
+### 3. Op-ed / contributed piece
+
+```
+Subject: Op-ed pitch: [provocative thesis]
+
+Hi [name],
+
+I read your piece on [recent article] — sharp take on [specific point].
+
+I'd like to pitch a 700-word op-ed: "[Thesis as a headline]"
+
+Core argument:
+• [Point 1]
+• [Point 2]
+• [Point 3 — the surprising one]
+
+Why me: [1 sentence — credential or unique vantage]
+Why now: [1 sentence — the news hook]
+
+Can have a draft to you by [date]. Happy to adapt to your house style.
+
+[your name]
+```
+
+### 4. Customer story
+
+```
+Subject: Customer story for [their beat] — [specific outcome]
+
+Hi [name],
+
+For your [beat] coverage, I have a [customer type] willing to talk on
+the record about [specific outcome].
+
+The hook: [customer] [did something specific] and [measurable result].
+
+The interesting part: [the surprising or counterintuitive detail].
+
+Customer details:
+• Name: [name, title, company]
+• Available: [windows]
+• Willing to share: [data points / screenshots / metrics]
+
+Happy to coordinate the intro.
+
+[your name]
+```
+
+### 5. Trend piece / connector
+
+```
+Subject: Trend forming in [space] — three signals
+
+Hi [name],
+
+Three things in [space] this month that I think connect:
+
+1. [Signal 1 with link]
+2. [Signal 2 with link]
+3. [Signal 3 — yours, briefly]
+
+The pattern: [one sentence].
+
+This might be early for a piece, but if you're tracking the space I
+wanted to flag it. Happy to share data we've collected or connect you
+with others seeing the same.
+
+[your name]
+```
+
+### 6. Newsjack response
+
+```
+Subject: Re: [their article headline] — quick data point
+
+Hi [name],
+
+Saw your piece on [story] this morning — wanted to add a relevant
+data point in case you do a follow-up.
+
+[One-sentence stat or insight].
+
+Source: [our data / our customers / our analysis]
+Methodology: [one sentence]
+
+Quotable: "[a sentence you'd be comfortable seeing in print]"
+
+If useful for a follow-up, I'm around all day at this number: [phone].
+
+[your name]
+```
+
+---
+
+## Subject Lines That Get Opened
+
+Journalists open pitches based on the subject line alone. Rules:
+
+- **Under 50 characters** — mobile preview cuts off
+- **Lead with the specific** — "73% of devs deploy to prod on Fridays" beats "New data on developer workflows"
+- **Promise a story, not a product** — "Why [trend]" beats "[Company] launches [thing]"
+- **Use prefixes that signal value** — "Exclusive:", "Data:", "Op-ed pitch:", "Re: [their article]"
+
+**Test against this question:** would *you* open this in a 200-email inbox?
+
+**Patterns that work:**
+- "[Specific stat] — [implication]" — "73% of agents fail this test"
+- "Exclusive: [milestone]" — "Exclusive: Anthropic launches AgentOS"
+- "Re: [their headline]" — direct response to recent coverage
+- "[Provocative thesis]" — "Why VC funding is bad for AI safety"
+
+**Patterns that get deleted:**
+- "Press release: [boring]"
+- "[Company] announces [thing]"
+- "Story idea for you!"
+- "Following up on my previous email"
+- Any subject line with "innovative," "disruptive," "revolutionary"
+
+---
+
+## Voice and Structure
+
+### Length
+
+**150 words max for the pitch.** If you can't say it in 150 words, you don't know what your story is yet.
+
+### Structure
+
+1. **One-line context** — why you're emailing them specifically (their recent article, their beat)
+2. **The story** — what it is, in one sentence
+3. **Why it matters to their readers** — not why it matters to you
+4. **Proof** — data, customer, quote, link
+5. **The ask** — interview, embargo, quote, link
+
+### Voice
+
+- Sound like a person, not a press release
+- Reference their actual recent work — proves you read them
+- Don't use emoji unless they do
+- Don't open with "I hope this finds you well" — burn it
+- Don't ask "did you get my email?" follow-ups (see [Follow-up](#embargoes-exclusives-and-follow-up-etiquette))
+
+### Banned vocabulary
+
+Revolutionary, disruptive, game-changing, paradigm shift, leverage, synergy, robust, seamless, holistic, world-class, best-in-class, next-generation, cutting-edge, AI-powered (unless that's the actual differentiation), at-the-end-of-the-day.
+
+---
+
+## Embargoes, Exclusives, and Follow-Up Etiquette
+
+### Embargoes
+
+An embargo is "you can write this story, but don't publish until [time]."
+
+- **Only offer embargoes to journalists you've worked with** or have strong reputations for honoring them
+- State the embargo time clearly: day, time, timezone
+- If they break embargo, your relationship with them is over
+
+### Exclusives
+
+"Only you get this story" — powerful tool, use sparingly.
+
+- **First-tier outlet only** — exclusives to tier 2/3 outlets waste the lever
+- **Be honest about scope** — "exclusive to [outlet] in the US" is fine
+- **Have a parallel plan** — what you publish/pitch the next day after the exclusive runs
+
+### Follow-up cadence
+
+- **Day 0** — initial pitch
+- **Day 3** — one follow-up if you have new information ("Just talked to [customer] who can join us")
+- **Day 7** — final check-in with a fresh hook ("This came out today, still relevant?")
+- **After day 7** — let it go. Re-pitch when you have something genuinely new.
+
+**Never:**
+- "Bumping this up" / "Did you see my email?"
+- Multi-day silent follow-ups with no new value
+- Same pitch reformatted
+
+---
+
+## Pitch Killers
+
+Things that instantly disqualify your pitch:
+
+- Wrong name / wrong outlet (autoreplace fail)
+- Pitching topics they explicitly don't cover
+- Press release attached as PDF (just paste the key bits)
+- Long signature with logos and disclaimers
+- CC'ing 5 other journalists on the same email
+- "Per my last email" energy
+- Asking them to sign an NDA before talking
+- Pitching a story you can't actually tell (no customer willing to talk, no data ready to share)
+
+---
+
+## Tooling
+
+### Finding journalist contact info
+
+```bash
+# Most journalists' emails follow patterns:
+# firstname@outlet.com
+# firstname.lastname@outlet.com
+# flastname@outlet.com
+# Use Hunter.io, RocketReach, or just guess and bounce-check
+```
+
+### Researching their recent work (browser-driven)
+
+Use `dev-browser` (persistent session, no rate limits) to:
+- Open the journalist's outlet author page → scrape last 5 article headlines + dates
+- Open their X/Twitter profile → note recent topics
+- Open their LinkedIn → confirm current role
+
+Output what you find as:
+
+```
+JOURNALIST PROFILE — [name]
+Outlet: [name]
+Beat: [topics from last 5 articles]
+Recent angle: [pattern you noticed]
+Recent X activity: [what they're posting]
+Score: [X/40 from rubric]
+Best pitch angle: [from template library]
+Email: [confirmed]
+```
+
+### Maintaining the media list
+
+Store in `.agents/media-list.md` (or `.csv` if you prefer). Update monthly — journalists move jobs constantly.
+
+```markdown
+## Tier 1 (top 20)
+| Name | Outlet | Beat | Last contact | Last coverage | Email | Score |
+|------|--------|------|--------------|---------------|-------|-------|
+| ...  | ...    | ...  | 2026-05-15   | none yet      | ...   | 9/10  |
+```
+
+### Pitch tracking
+
+Track in a simple spreadsheet:
+- Date sent
+- Subject line
+- Journalist
+- Outlet
+- Response (open / reply / pass / coverage)
+- What they said
+
+After 30 pitches, you'll see which subject patterns and which angles work for you specifically.