rsc-universal 0.1.1

package/skills/press-kit/SKILL.md

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+---
+name: press-kit
+description: "Use when writing a press release or assembling a media kit a journalist can lift — launches, funding rounds, exec hires, partnerships, milestones, awards, or building an online newsroom; symptoms include 'reads like an ad', no pickup, a buried lede, no quotable line, or a missing dateline/boilerplate/asset. Triggers: 'write a press release', 'put together a press kit / media kit', 'write our boilerplate', 'draft a fact sheet', 'set an embargo on this announcement', the non-obvious 'our release got no coverage / journalists ignored it' and 'make this announcement quotable', and 'redacta una nota de prensa' / 'munta un dossier de premsa per als periodistes'. NOT finding the reporter list to send to (that is lead-gen), NOT the multi-touch pitch cadence (that is cold-outreach), NOT the brand tone-of-voice spec (that is brand-voice), and NOT the owned launch campaign (that is marketing)."
+tags: [press-release, media-kit, pr, public-relations, boilerplate, embargo, newsroom, journalist-outreach]
+recommends: [cold-outreach, lead-gen, brand-voice, brand-identity, case-studies, article-writing, marketing, social-publisher, email-connector]
+origin: risco
+---
+
+# press-kit
+
+You write **the document a journalist receives and the kit they pull from** — one
+formatted press release plus the assembled media kit (boilerplate, fact sheet,
+bios, asset manifest, contact block) laid out so a busy reporter can lift the
+story without a second email.
+
+The leverage is form, not enthusiasm. **72% of journalists call the press release
+the single most useful resource a PR team offers, and 79% use releases to generate
+story ideas** (Cision 2025 State of the Media, 3,000+ journalists / 19 markets).
+The release is not dead — it just gets skipped when it ignores newsroom convention:
+no dateline, no end marker, a 900-word company history where a 5-W lede should be,
+no quotable line, no attached asset. Your job is to make the artifact match the
+form reporters scan, so the story survives the inbox.
+
+You produce: a `.md`/`.txt` press release with a header line and `###` marker, a
+≤100-word boilerplate, a fact sheet, a multimedia manifest with usage notes, exec
+bios, a press-contact block, and the short pitch email that carries it. You do
+**not** source the reporter list, write the brand-voice spec, or wire the send.
+
+## Is this news, and which type?
+
+First gate: **is this news or an ad?** A release earns the form only if a reporter
+who does not work for you would care. "We updated our pricing page" is not news.
+"We raised $12M to do X" is. If the answer is no, route the user to
+`../marketing/SKILL.md` for an owned-channel launch post instead — do not dress an
+ad up as a release.
+
+Then pick the type. The type decides what the lede leads with:
+
+| Release type   | The lede leads with                                  |
+|----------------|------------------------------------------------------|
+| Product launch | What it does + who it is for + availability date     |
+| Funding round  | Amount + round + lead investor + what it funds        |
+| Exec hire      | Name + role + the credential that makes it news       |
+| Partnership    | The two parties + what the joint offering enables     |
+| Product update | The capability that is new + the user problem it ends  |
+| Milestone      | The number + why it is a category signal, not a brag  |
+| Award          | The award + the independent body + what it validates   |
+| Event          | What + when/where + why a reporter should attend       |
+
+Per-type lede angles, must-include facts, and a worked lede for each (plus crisis)
+live in `references/release-types.md`. Read it before drafting an unfamiliar type.
+
+## The release skeleton
+
+One page, ~300–500 words, inverted pyramid, 2–4-sentence paragraphs, at least one
+stakeholder quote. Reporters scan for the markers below; missing them signals an
+amateur and gets the release skipped.
+
+```text
+FOR IMMEDIATE RELEASE          ← header line; or EMBARGOED UNTIL [date time TZ]
+
+Headline That States the News in One Line
+Subhead carrying the second-most-important fact
+
+SAN FRANCISCO, CA, June 2, 2026 — [5-W lede: who did what, when, where, why,    ← dateline + lede
+in ~40 words. The story must stand alone if the reporter reads only this.]
+
+[Body ¶: the next-most-important detail. Inverted pyramid — most newsworthy
+first, background last, so an editor can cut from the bottom.]
+
+"[A quote a reporter can paste verbatim — a claim or insight, not filler],"
+said [Name, Title, Company].
+
+[Body ¶: supporting detail, one data point, availability/pricing if relevant.]
+
+About [Company]                ← boilerplate, ≤100 words, evergreen
+[One paragraph: what the company does, for whom, the one credibility fact, URL.]
+
+Media Contact                  ← contact block; a real name + email + phone
+[Name] · [email] · [phone] · [newsroom URL]
+
+###                            ← end marker (or -30-); signals "release ends here"
+```
+
+Each marker is load-bearing (OhioState/eCampusOntario StratCommWriting). The full
+fill-in-the-blanks template is in `references/templates.md`.
+
+## Lede + headline
+
+The lede answers the five W's in the first paragraph, ~40 words, so the story is
+intact if the reporter reads nothing else (Prowly; ereleases). The headline states
+the news in one line; the subhead carries the second fact. No clever wordplay that
+hides what happened.
+
+```text
+Bad:  Acme Corp, a leader in workflow innovation, is proud to share an exciting
+      development that reflects its ongoing commitment to its valued customers.
+Good: Acme Corp today launched Relay, a tool that cuts invoice approval from days
+      to minutes, available now for teams of any size at acme.com/relay.
+```
+
+The Bad version makes a reporter hunt for the news and find none. The Good version
+hands them the 5 W's and a verb. Write the Good version first; everything else is body.
+
+## The quote that survives
+
+A quote exists to be pasted into the article. Make it a soundbite — a claim, a
+stake, or an insight — attributed to a real person with a title. **Ban "thrilled
+to announce" / "excited to announce" / "world-class" / "game-changer"**: they carry
+zero information and signal PR boilerplate, so reporters cut them.
+
+```text
+Bad:  "We are thrilled to announce this game-changing milestone in our journey,"
+      said the CEO.
+Good: "Approval used to be the slowest step in getting paid. Relay removes it
+      entirely — that is the difference between waiting a week and waiting an
+      hour," said Dana Ruiz, CEO of Acme Corp.
+```
+
+The Good quote says something only this person would say about this thing. If a
+quote would work verbatim for any company, delete it and rewrite.
+
+## Boilerplate + fact sheet
+
+The boilerplate is the evergreen "About [Company]" paragraph that ends every
+release — **≤100 words**, no adjectives doing the work of facts. Write it once,
+reuse it. The fact sheet is the skimmable block a reporter copies from:
+
+```markdown
+**Fast facts**
+- Founded: 2021 · HQ: San Francisco, CA
+- Employees: 48 · Funding: $12M Series A (lead: Northwind Ventures)
+- One metric: 4,200 teams; 1.1M invoices processed in 2025
+- Site / newsroom: acme.com · acme.com/press
+```
+
+Templates for both are in `references/templates.md`.
+
+## Embargo vs immediate
+
+Default to `FOR IMMEDIATE RELEASE`. Use an embargo only when you are giving named
+outlets early access to prepare coverage that drops at a set moment. **An embargo
+is a request, not a contract** — it holds only when stated unambiguously and sent
+to reporters who have a reason to honor it. Vague or mass-blasted embargoes get
+broken (Dynamics of Writing 2024; ereleases).
+
+- Immediate → news is live now, anyone can publish. Use this most of the time.
+- Embargo → coordinated drop. Use the exact line, **always with a timezone**:
+
+```text
+EMBARGOED UNTIL 9:00 AM ET, June 9, 2026 — DO NOT PUBLISH BEFORE THIS TIME
+```
+
+Send embargoed releases 1:1 to reporters you have a relationship with, not to a
+blast list. A list of strangers will break it.
+
+## The media kit manifest
+
+A complete media kit is ~9–11 components, **hosted as an online newsroom, not
+emailed as a zip** (Prezly; Prowly; Agility PR). Assemble it as a checklist:
+
+- [ ] Boilerplate (the ≤100-word "About")
+- [ ] Fast-fact sheet
+- [ ] Product/service description
+- [ ] Leadership bios (2–4 sentences each — template in references)
+- [ ] Company history / timeline
+- [ ] High-res photo library
+- [ ] Logos in multiple formats, **including SVG**, with usage guidelines
+- [ ] Case studies / testimonials (the stories themselves are `../case-studies/SKILL.md`)
+- [ ] Recent press releases
+- [ ] Direct press-contact block
+
+Attach assets — **a majority of journalists use a PR-supplied image, and releases
+with multimedia get ~9.7× more views than text-only** (Cision; ereleases). Label
+every asset so a reporter can use it without asking:
+
+```text
+acme-relay-hero.jpg   · 2400×1600 · Credit: Acme Corp · Free editorial use
+acme-logo.svg         · vector    · Credit: Acme Corp · Do not recolor or crop
+dana-ruiz-headshot.jpg · 1200×1200 · Credit: Photo by J. Lin · Editorial use only
+```
+
+Designing the logos/colors themselves is `../brand-identity/SKILL.md`, not this skill.
+
+## The pitch email that carries it
+
+The release rides in on a short email. **96% of journalists prefer email, ideal
+length ~100–300 words (best under ~200), and you follow up once only** (Cision;
+Muck Rack via prlab.co). And **86% reject a pitch that is off-beat** — so the email
+names one reason this reporter, on this beat, would care (fact #2).
+
+```text
+Subject: [The news in 6–9 words, no "Press Release:" prefix]
+
+Hi [First name],
+
+You covered [specific recent piece] — so [the one-line reason this is your beat].
+[1–2 sentences: the news, the number, the stakes.] Full release and high-res
+assets below / at acme.com/press.
+
+Happy to set up a call with [exec name] this week.
+
+[Your name] · [email] · [phone]
+```
+
+Personal, beat-relevant, one bump after a few days if no reply — then stop. The
+multi-touch cadence to many reporters is `../cold-outreach/SKILL.md`; sourcing the
+reporter list is `lead-gen`'s job; wiring the actual send is `email-connector`'s.
+
+## AI + fact-check discipline
+
+**71% of journalists are open to AI-drafted releases, but 72% worry about factual
+errors and only ~2% strongly favor AI-generated content** (Cision). Drafting with
+AI is accepted — shipping unverified copy is not. Before send, run a human pass on
+every **name, number, date, dollar figure, quote attribution, and embargo time**.
+A wrong figure in a release is a correction request and a burned reporter.
+
+## Anti-patterns
+
+| Anti-pattern                          | Why it kills pickup                       | Do instead                                  |
+|---------------------------------------|-------------------------------------------|---------------------------------------------|
+| Release reads like an ad              | No news → reporter rejects on sight        | Run the news-or-ad gate; route ads to `marketing` |
+| No `###` / `-30-` end marker          | Looks amateur; reporter can't tell it ended | Close the body with the end marker          |
+| Buried lede / 5 W's in paragraph 4    | Editor cuts before reaching the news        | 5-W lede in ~40 words, paragraph one         |
+| "Thrilled to announce" quote          | Zero-information filler; gets cut           | A pasteable soundbite only this person says  |
+| Mass-blasted embargo                  | Strangers break it; news leaks early         | Embargo 1:1 to relationships, with timezone   |
+| No assets attached / linked           | Forfeits the ~9.7× multimedia lift          | Manifest with labeled high-res + SVG logo     |
+| Sent off-beat                         | 86% reject; instant delete                  | Name the reporter's beat in the pitch line    |
+| Unverified name/number/date           | Correction request; reporter won't trust next | Human fact-check pass before send            |
+
+## References + siblings
+
+- `references/templates.md` — full annotated release, boilerplate, fact-sheet, bio,
+  media-kit manifest, and ≤200-word pitch-email templates.
+- `references/release-types.md` — per-type lede angle, must-include facts, worked lede.
+- `scripts/verify.sh` — read-only structural check over a drafted release file
+  (header line, dateline, boilerplate, `###`, contact, filler banlist, length).
+
+Siblings: `../cold-outreach/SKILL.md` (pitch cadence) · `../brand-voice/SKILL.md`
+(tone spec) · `../brand-identity/SKILL.md` (logos/colors) · `../case-studies/SKILL.md`
+(customer stories) · `../marketing/SKILL.md` (owned launch) ·
+`../social-publisher/SKILL.md` (posting to your own channels). The reporter list is
+`lead-gen`'s and the actual send is `email-connector`'s.

package/skills/press-kit/evals/README.md

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+# Evals — press-kit
+
+`cases.yaml` is run by the repo's eval harness. The `should_trigger` and
+`should_not_trigger` prompts test the SKILL.md `description`: each trigger prompt
+should route to `press-kit`, and each near-miss should route to the named real
+sibling (`lead-gen`, `cold-outreach`, `brand-voice`, `article-writing`) instead —
+this is how we confirm the NOT-boundary in the description actually holds. The
+`capability` block is graded manually or by an LLM rubric: hand the skill the
+one-paragraph launch brief and check the produced release contains every structural
+marker in `must_include` (header line, dateline, 5-W lede, a real soundbite quote,
+a ≤100-word boilerplate, a contact block with an email, the `###` end marker, under
+~500 words). The mechanical subset of that rubric is enforceable by
+`scripts/verify.sh <release.md>`, which fails on a missing required marker and warns
+on filler/length — run it against any generated release to check the form before a
+human reads it.

package/skills/press-kit/evals/cases.yaml

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+skill: press-kit
+
+# Prompts that MUST load `press-kit`. The skill owns the journalist-facing
+# announcement (the press release) AND the media kit a reporter pulls from
+# (boilerplate, fact sheet, bios, asset manifest, contact block, pitch email).
+# It does NOT source the reporter list (lead-gen), write the multi-touch pitch
+# cadence (cold-outreach), define the brand tone-of-voice (brand-voice), or run
+# the owned launch campaign (marketing).
+should_trigger:
+  - prompt: "Write a press release announcing our Series A funding round."
+    why: "Core job: the journalist-facing announcement in newsroom format — a funding release with amount, lead investor, and use of funds."
+
+  - prompt: "Put together a media kit for our online newsroom."
+    why: "Core kit assembly: boilerplate, fact sheet, bios, asset manifest, contact block hosted as an online newsroom."
+
+  - prompt: "Our last press release got zero coverage — make this one quotable."
+    why: "Non-obvious. No keyword 'media kit'; the symptom (no pickup, not quotable) is exactly the form-over-pitch and soundbite problem this skill fixes."
+
+  - prompt: "Write the boilerplate and a fact sheet for our company."
+    why: "Direct request for two named sub-artifacts the skill defines — the <=100-word 'About' and the fast-fact block."
+
+  - prompt: "We announce Tuesday but want to give two outlets early access — set an embargo on this."
+    why: "Embargo handling — the exact EMBARGOED UNTIL line with timezone and the 1:1-to-relationships rule are this skill's territory."
+
+  - prompt: "Redacta una nota de prensa per al llançament del producte i munta el dossier de premsa per als periodistes."
+    why: "Catalan for 'write a press release for the product launch and assemble the press kit for journalists' — a direct request for both core artifacts."
+
+should_not_trigger:
+  - prompt: "Find me 50 tech journalists who cover fintech to send this to."
+    route_to: lead-gen
+    why: "Sourcing and qualifying the reporter/outlet list to send to is lead-gen, not writing the artifact they receive."
+
+  - prompt: "Write a 5-email cold pitch sequence with follow-ups to these reporters."
+    route_to: cold-outreach
+    why: "A multi-touch outbound cadence to many recipients is cold-outreach; press-kit writes the single release and the one carrying email, not the sequence."
+
+  - prompt: "Define our brand's tone of voice and the words we never use."
+    route_to: brand-voice
+    why: "The tone-of-voice spec and lexicon the release should obey is brand-voice; press-kit consumes those rules, it does not author them."
+
+  - prompt: "Write a 2,000-word SEO blog post on why our category matters."
+    route_to: article-writing
+    why: "Long-form owned thought-leadership content for search is article-writing, not a journalist-facing announcement."
+
+capability:
+  - scenario: "Given a one-paragraph product-launch brief (company, product, what it does, availability), produce a complete press release."
+    must_include:
+      - "A header line: 'FOR IMMEDIATE RELEASE' (or an 'EMBARGOED UNTIL [date time timezone]' line)."
+      - "A dateline in 'CITY, ST, Month DD, YYYY —' form immediately before the lede."
+      - "A 5-W lede in the first paragraph, ~40 words, that stands alone (who/what/when/where/why)."
+      - "At least one quote that is a usable soundbite attributed to a named person + title — no 'thrilled/excited to announce', no 'game-changer'."
+      - "An 'About [Company]' boilerplate paragraph of <=100 words."
+      - "A Media Contact block with a name and a real email address."
+      - "A closing '###' (or '-30-') end marker on its own line."
+      - "Total length under ~500 words / one page, inverted pyramid (most newsworthy first)."

package/skills/press-kit/references/release-types.md

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+# Release types — press-kit
+
+Per type: the lede angle, the must-include facts, and one short worked lede. Pick
+the type before drafting; the type decides what paragraph one leads with. Sources:
+ereleases "What to Include" 2025–2026; Prowly format guide; Cision 2025 State of
+the Media (relevance + multimedia). Verify every figure before send.
+
+## Product launch
+
+- **Lede leads with:** what it does + who it is for + availability date.
+- **Must include:** the user problem it ends, price/availability, one differentiator,
+  a quote on why now, a product image in the manifest.
+- **Worked lede:**
+  > SAN FRANCISCO, CA, June 2, 2026 — Acme Corp today launched Relay, a tool that
+  > cuts invoice approval from days to minutes, available now for teams of any size
+  > at acme.com/relay.
+
+## Funding round
+
+- **Lede leads with:** amount + round + lead investor + what it funds.
+- **Must include:** round size and stage, lead + notable participating investors,
+  use of funds, a traction number, a quote from the founder and ideally the lead investor.
+- **Worked lede:**
+  > AUSTIN, TX, June 2, 2026 — Northwind Ventures led a $12M Series A in Acme Corp,
+  > the invoice-automation startup now used by 4,200 teams, to expand its product
+  > and engineering teams across North America.
+
+## Executive hire
+
+- **Lede leads with:** name + role + the credential that makes it news.
+- **Must include:** the hire's prior role/outcome, what they will own, what it
+  signals about the company's direction, a quote from the hire or the CEO, a headshot.
+- **Worked lede:**
+  > NEW YORK, NY, June 2, 2026 — Acme Corp named Priya Shah, former VP of Payments
+  > at Stripe, as its first Chief Product Officer, signaling a push deeper into
+  > financial workflows.
+
+## Partnership
+
+- **Lede leads with:** the two parties + what the joint offering enables.
+- **Must include:** both companies and what each brings, the concrete user benefit,
+  availability, a quote from each side. Avoid vague "strategic synergy."
+- **Worked lede:**
+  > LONDON, June 2, 2026 — Acme Corp and Ledgerly today partnered to let mutual
+  > customers reconcile invoices and bank statements in one workflow, available to
+  > all Ledgerly users starting July 1.
+
+## Product update
+
+- **Lede leads with:** the capability that is new + the user problem it ends.
+- **Must include:** what changed, who it affects, whether it is live, one before/after
+  number if you have it. Only worth a release if it is genuinely newsworthy — else
+  it is a changelog or an owned-channel post (`marketing`).
+- **Worked lede:**
+  > BERLIN, June 2, 2026 — Acme Corp added real-time fraud screening to Relay,
+  > flagging suspect invoices before approval and cutting manual review by 60% for
+  > early-access teams.
+
+## Milestone
+
+- **Lede leads with:** the number + why it is a category signal, not a brag.
+- **Must include:** the metric, the timeframe, the external context that makes it
+  meaningful, a quote that ties it to customer value (not internal celebration).
+- **Worked lede:**
+  > TORONTO, June 2, 2026 — Acme Corp processed its one-millionth invoice this week,
+  > a volume the company says reflects how quickly mid-market teams are abandoning
+  > manual approval.
+
+## Award
+
+- **Lede leads with:** the award + the independent body + what it validates.
+- **Must include:** the exact award name, the awarding organization, the basis/criteria,
+  a short quote. The independence of the body is what makes it news.
+- **Worked lede:**
+  > SAN FRANCISCO, CA, June 2, 2026 — Acme Corp won the 2026 Fintech Breakthrough
+  > Award for Best Accounts-Payable Solution, selected from more than 4,000 entries
+  > by an independent panel.
+
+## Event
+
+- **Lede leads with:** what + when/where + why a reporter should attend or cover.
+- **Must include:** date, time, location (or stream URL), who is speaking, why it
+  matters, RSVP/press-access details and contact.
+- **Worked lede:**
+  > CHICAGO, IL, June 2, 2026 — Acme Corp will host RelayCon, its first user
+  > conference, on September 18 at the McCormick Center, featuring keynotes on the
+  > future of automated finance; press passes are available on request.
+
+## Crisis / correction
+
+Different discipline: lead with facts and what you are doing, not spin. Acknowledge
+what happened, state the response, give a single accountable contact, and avoid
+adjectives. Keep it shorter than a normal release. If the situation is legally
+sensitive, the release is downstream of legal review — flag that to the user rather
+than drafting around it.
+
+- **Lede leads with:** what happened (plainly) + the action being taken now.
+- **Worked lede:**
+  > SAN FRANCISCO, CA, June 2, 2026 — Acme Corp today confirmed a June 1 outage that
+  > affected invoice processing for some customers between 9 and 11 AM ET, has
+  > restored service, and has begun a full review; affected customers are being
+  > contacted directly.

package/skills/press-kit/references/templates.md

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+# Templates — press-kit
+
+Fill-in templates referenced from `SKILL.md`. Replace every `[BRACKET]` and verify
+every name/number/date/quote before send. Keep the release to one page, ~300–500
+words. Source notes: Prowly press-release format; ereleases "What to Include"
+2025–2026; OhioState/eCampusOntario StratCommWriting; Prezly Press Kit 101 (2026).
+
+## Annotated press release
+
+```text
+FOR IMMEDIATE RELEASE
+(or) EMBARGOED UNTIL [9:00 AM ET], [Month DD, YYYY] — DO NOT PUBLISH BEFORE THIS TIME
+
+[Headline: states the news in one line, ≤ ~12 words, active verb, no wordplay]
+[Subhead: carries the second-most-important fact]
+
+[CITY, ST], [Month DD, YYYY] — [LEDE, ~40 words answering who/what/when/where/why.
+The story must stand alone if the reporter reads only this sentence.]
+
+[BODY ¶2: next-most-important detail. Inverted pyramid — newsworthy first so an
+editor can cut from the bottom without losing the story.]
+
+"[QUOTE: a pasteable soundbite — a claim, stake, or insight only this person would
+say. No 'thrilled/excited to announce', no 'world-class', no 'game-changer'],"
+said [Full Name], [Title] of [Company].
+
+[BODY ¶3: supporting detail — one data point, availability, pricing, or what's next.]
+
+[BODY ¶4 (optional): a second quote from a partner/customer, or context.]
+
+About [Company]
+[≤100-word boilerplate — see below.]
+
+Media Contact
+[Name] · [email@company.com] · [+phone] · [company.com/press]
+
+###
+```
+
+## Boilerplate (≤100 words)
+
+```text
+About [Company]
+[Company] [verb: builds/helps/makes] [what it does] for [who it serves]. [The one
+credibility fact — a number, a notable customer, a founding context — stated as
+fact, not adjective.] Founded in [year] and based in [city], [Company] [serves N
+customers / processed N / is backed by N]. Learn more at [company.com].
+```
+
+Rule: if you delete every adjective and the paragraph still says what the company
+does and why it matters, it passes. If it collapses to nothing, it was all fluff.
+
+## Fact sheet
+
+```markdown
+# [Company] — Fast Facts
+
+- **Founded:** [YYYY]
+- **Headquarters:** [City, ST/Country]
+- **Employees:** [N]
+- **Funding:** [$Xm, round, lead investor] (or: bootstrapped)
+- **Product:** [one line on what it is]
+- **Traction metric:** [the single most credible number — users, revenue, volume]
+- **Leadership:** [CEO name], [other key exec]
+- **Website / newsroom:** [company.com] · [company.com/press]
+- **Press contact:** [name] · [email] · [phone]
+```
+
+## Executive bio (2–4 sentences)
+
+```text
+[Full Name], [Title]
+[Name] leads [scope/team] at [Company]. Before [Company], [the one prior role or
+credential that makes them news — company, outcome, or expertise]. [Optional: a
+relevant credential, board seat, or notable work.] [Name] holds [degree/credential]
+and is based in [city].
+```
+
+Keep it third-person, factual, no "passionate visionary." The credential is the
+news; the adjectives are not.
+
+## Media-kit manifest skeleton
+
+A manifest lists every downloadable asset with the metadata a reporter needs to use
+it without emailing you. Host it in the online newsroom, not a zip.
+
+```markdown
+# [Company] Media Kit — assets
+
+## Logos
+- [company-logo-color.svg]   · vector  · Credit: [Company] · Do not recolor/crop
+- [company-logo-white.png]   · 2000px  · Credit: [Company] · On dark backgrounds only
+- [company-mark.svg]         · vector  · Credit: [Company] · Icon/avatar use
+
+## Product imagery
+- [product-hero.jpg]         · 2400×1600 · Credit: [Company] · Free editorial use
+- [product-ui-01.png]        · 1920×1080 · Credit: [Company] · Free editorial use
+
+## People
+- [ceo-headshot.jpg]         · 1200×1200 · Credit: Photo by [Name] · Editorial use only
+
+## Documents
+- [latest-release.pdf]       · Press release, [date]
+- [fact-sheet.pdf]           · Fast facts, current
+```
+
+Columns that matter: **filename · dimensions/format · credit · usage note.** A
+missing credit or usage line is a reason a reporter skips the asset.
+
+## Pitch email (≤200 words)
+
+```text
+Subject: [The news in 6–9 words — not "Press Release:" and not all-caps]
+
+Hi [First name],
+
+[One line that proves you read their beat: "You covered [specific piece] last
+[month]" — then why this is for them.]
+
+[1–3 sentences: the news, the single most striking number, the stakes for the
+reporter's audience. This is the lede, compressed.]
+
+Full release and high-res assets: [company.com/press]. Happy to set up a call with
+[exec name] this week or send anything you need.
+
+[Your name]
+[Title], [Company]
+[email] · [phone]
+```
+
+Keep it under ~200 words, one beat-relevant reason, one follow-up only after a few
+days, then stop. The multi-touch sequence is a different job (`cold-outreach`).