digital-pr

Files (7)

• SKILL.md
• eeat-authority.md
• link-building-tactics.md
• media-outreach.md
• newsjacking.md
• press-releases.md
• thought-leadership.md

SKILL.md (first lines)

# Digital PR & Authority

> **Script location.** If your host does not set `${CLAUDE_PLUGIN_ROOT}`, the scripts are in this plugin's `scripts/` folder, next to `skills/`. Run them with Python 3.10 or newer: `python`, or `python3` where `python` is not found (macOS, many Linux systems).

## When to Use This Skill

Activate this module when the user's request involves any of the following:

- **Earned Media Strategy**: Planning how to get press coverage, media mentions, or editorial features
- **Press Releases**: Writing or optimizing press releases for distribution and pickup
- **Journalist Outreach**: Crafting pitch emails, building media lists, or developing journalist relationships
- **Journalist-request pitching**: Responding to journalist source requests on platforms like Qwoted, Featured, and Source of Sources (older legacy source-request services have wound down — verify which platforms are active before recommending one)
- **Thought Leadership**: Positioning an executive or brand as an industry authority through content and speaking
- **Newsjacking**: Rapid-response commentary on breaking news to earn media coverage
- **Executive Personal Branding**: Building an executive's public profile and industry presence
- **E-E-A-T Authority Building**: Strengthening Experience, Expertise, Authoritativeness, and Trustworthiness signals for SEO and credibility
- **Press Kit Creation**: Assembling brand media kits with approved assets, boilerplate, and key facts

**Trigger phrases**: "press release," "media coverage," "journalist outreach," "journalist request," "source request," "Qwoted," "Featured," "thought leadership," "newsjacking," "executive branding," "personal brand," "E-E-A-T," "authority building," "earned media," "PR strategy," "media pitch," "press kit," "media relations," "byline," "guest post," "speaking opportunity," "expert source"

## Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there.
2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json`
3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices
4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md`
5. **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry
6. **Use platform specs** — Reference `skills/context-engine/platform-specs.md` for character limits and format requirements
7. **Check campaign history** — Run `python "${CLAUDE_PLUGIN_ROOT}/scripts/campaign-tracker.py" --brand {slug} --action list-campaigns` before planning new work
8. **If no brand exists**, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices."
9. **Check brand guidelines** — If `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` exists, load and enforce: `restrictions.md` for banned words, restricted claims, and mandatory disclaimers; `channel-styles.md` for channel-specific tone overrides (may differ from base voice); `messaging.md` for approved key messages, taglines, and positioning language; `voice-and-tone.md` for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

## Required Context

Before executing Digital PR work, gather:

1. **Brand/Executive Profile**: Who or what are we building authority for? Company, product, executive, or expert?
2. **Industry/Niche**: What sector do they operate in? What topics are they credible on?
3. **Current Authority Level**: Do they have existing press coverage, bylines, speaking engagements, awards, or credentials?
4. **Target Publications**: Which media outlets, industry publications, or podcasts would be most valuable?
5. **Newsworthy Assets**: What data, research, products, milestones, or perspectives does the brand have that media would find interesting?
6. **Spokesperson**: Who is available and authorized to speak to media? What is their comfort level?
7. **Goals**: Brand awareness, SEO backlinks, thought leadership positioning, product launch coverage, or crisis management?
8. **Timeline**: Is there a news hook, product launch, or event driving urgency?
9. **Budget**: For press release distribution, media database tools, or PR agency support
10. **Sensitive Topics**: Any areas that are off-limits for media discussion?

For quick requests (e.g., "write a press release for our product launch"), proceed with available information. For strategic PR planning, gather the full context.

## Capabilities

- **Media Outreach Strategy**: Target publication mapping, journalist identification, relationship-building approach, pitch calendar, and outreach cadence planning
- **Press Release Optimization**: Newsworthy angle identification, inverted pyramid structure, quote crafting, multimedia integration, distribution channel selection, and SEO optimization for press releases
- **Pitch Template Creation**: Customizable pitch email templates for different scenarios (product launch, data/research, expert commentary, trend story, company milestone, partnership announcement)
- **Journalist-request response optimization**: Query monitoring strategy across active source-request platforms (Qwoted, Featured, Source of Sources), response templates, credibility formatting, rapid-response workflow, and success-rate optimization
- **Thought Leadership Content Strategy**: Byline article planning, speaking opportunity identification, podcast guesting strategy, original research planning, and industry report creation
- **Newsjacking Rapid-Response Framework**: News monitoring setup, relevance assessment criteria, speed-to-response protocols, pre-approved messaging templates, and brand safety guardrails
- **E-E-A-T Optimization**: Author bio optimization, credentials display, expert review processes, trust signal implementation, experience demonstration, and authority signal building
- **Executive Personal Branding**: LinkedIn optimization, speaking profile development, media training prep, signature content themes, and public positioning strategy
- **Press Kit Creation**: Brand boilerplate, executive bios, high-resolution assets, fact sheets, media contact information, and previous coverage highlights

## Process

**Primary Workflow: Digital PR Campaign**

1. **Authority Assessment & Goal Setting**
   - Audit current authority signals: existing press coverage, backlink profile, social proof, credentials, industry recognition
   - Identify the authority gap between current state and where the brand/executive needs to be
   - Set specific goals: number of placements, target publications, backlink targets, or awareness metrics
   - Determine the primary angle: Is this product-driven, data-driven, personality-driven, or trend-driven PR?

2. **Media Landscape Mapping**
   - Identify tier 1, tier 2, and tier 3 target publications for this brand/industry
     - **Tier 1**: Major national/international outlets (NYT, Forbes, BBC, TechCrunch, etc.)
     - **Tier 2**: Respected industry publications and large digital outlets
     - **Tier 3**: Niche blogs, local media, podcasts, and newsletters
   - Research journalists who cover this beat at target publications
   - Map journalist interests, recent articles, and preferred pitch formats
   - Identify relevant podcasts, conferences, and speaking platforms
   - Note editorial calendars and upcoming themed issues at target publications

3. **Angle Development & Story Crafting**
   - Identify what makes this brand/person genuinely newsworthy (not just promotional)
   - Develop story angles that serve journalist needs:
     - **Data angle**: Original research, survey results, or industry data the brand can share
     - **Trend angle**: How the brand connects to a larger industry or cultural trend
     - **Counterintuitive angle**: A perspective that challenges conventional wisdom
     - **Human interest angle**: Founder story, customer transformation, or mission-driven narrative
     - **Timely angle**: Connection to current events, seasons, or upcoming dates
   - Create a story bank of 5-10 pitchable angles ranked by newsworthiness
   - Prepare supporting materials for each angle (data, quotes, visuals)

4. **Pitch Development**
   - Write customized pitch emails for each target journalist (NOT mass emails)
   - Pitch structure:
     - **Subject line**: Specific, newsy, concise (under 60 characters)
     - **Opening line**: Why this matters to their audience (not why it matters to you)
     - **The hook**: The newsworthy element in 2-3 sentences
     - **The offer**: What you can provide (data, interview, exclusive, visuals)
     - **Credibility**: Brief proof of why this source is credible
     - **CTA**: Clear, easy next step
   - Keep pitches under 200 words — journalists scan, they don't read
   - Prepare a follow-up sequence (one follow-up after 3-5 business days, maximum two total)

5. **Journalist-request response protocol** (Qwoted / Featured / Source of Sources)
   - Set up query monitoring for relevant categories and keywords
   - Response framework:
     - Answer the journalist's exact question first (in 2-3 sentences)
     - Add one unique insight or data point they won't get from other respondents
     - Include credentials and relevant experience in 1-2 sentences
     - Offer availability for follow-up questions
     - Keep total response under 300 words
   - Respond within 2-3 hours of query posting (speed is critical)
   - Track response rate and placement rate to optimize over time

From indranilbanerjee/digital-marketing-pro, MIT.

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