Media Relations
Scope
Covers
- Turning an announcement into a newsworthy angle (“what’s new” + “why now” + proof)
- Building a targeted media list (outlets + reporters + freelancers) with tiers and pitch angles
- Designing an exclusive/embargo strategy (staggered outreach, clear offer, fallback plan)
- Preparing a lightweight pitch kit (email templates, press materials checklist, media FAQ)
- Running an outreach + follow-up cadence with a tracker
- Managing interview scheduling + spokesperson prep and post-coverage follow-up
When to use
- “Build a media list and pitch journalists for our launch/announcement.”
- “We want to offer an exclusive (or embargo). Help us plan and execute outreach.”
- “Write press pitch emails and a follow-up cadence.”
- “Prep our spokesperson for a reporter interview and create a media FAQ.”
When NOT to use
- You’re handling crisis comms, reputational incidents, or legal emergencies (use a crisis-comms workflow with legal/PR lead).
- You don’t have a real “news peg” yet (first do positioning/messaging or an announcement brief).
- You want guaranteed coverage, placements, or paid distribution (this is earned media; outcomes aren’t guaranteed).
- You need regulated claims review (medical/legal/financial) and can’t provide an approval path.
Inputs
Minimum required
- What’s happening: announcement type + what’s new (2–5 bullets)
- Timing: desired publish window, embargo constraints (if any)
- Audience: who you want to reach and where they get information
- Proof: metrics, customer examples, demo links, screenshots, credible specifics (or placeholders)
- Spokesperson: who can talk + availability constraints
- Guardrails: what cannot be shared publicly; any legal/compliance requirements
Missing-info strategy
- Ask up to 5 questions from references/INTAKE.md (3–5 at a time), then proceed.
- If proof is missing, use placeholders and output an “evidence to collect” list (do not invent facts).
- If you can’t share sensitive details, accept redacted versions and write pitches at a higher level.
Outputs (deliverables)
Produce a Media Relations Pack (Markdown in-chat; or as files if requested) in this order:
- Context snapshot (what, who, timing, constraints, success definition)
- Newsworthiness brief (“what’s new”, “why now”, angle options, proof/evidence)
- Media list + tiering (targets, beats, rationale, pitch angle per target)
- Exclusive/embargo plan (sequencing, offer, timeline, fallback)
- Pitch kit (email templates + subject lines + follow-up cadence)
- Press materials checklist + drafts outline (press release/blog PR alternative, media FAQ, bio, assets)
- Outreach tracker spec (table + statuses + next actions)
- Interview prep (talking points, do/don’t, sensitive topics, bridging)
- Risks / Open questions / Next steps (always included)
Templates and checklists:
Workflow (8 steps)
1) Intake + success definition
- Inputs: User prompt; references/INTAKE.md.
- Actions: Confirm the announcement, primary audience, desired window, and what success means (e.g., “2–4 tier-1/2 hits” or “reach X niche audience”). Capture constraints and approvals.
- Outputs: Context snapshot + assumptions/TBDs list.
- Checks: You can answer in one sentence: “The goal of this outreach is _____ by _____.”
2) Create the newsworthiness brief (prep)
- Inputs: What’s new, why now, proof, audience.
- Actions: Draft 2–3 angles. Define the “new information” and the credible specifics you can share. Decide if an exclusive or embargo is appropriate.
- Outputs: Newsworthiness brief + angle shortlist.
- Checks: Each angle has (a) a clear “new” claim, (b) a why-now reason, (c) at least one proof point (or “to validate”).
3) Build the target list (who to pitch)
- Inputs: Angle shortlist; target geos; competitor/adjacent coverage examples (if any).
- Actions: Create a tiered media list: Tier 1 (dream), Tier 2 (likely), Tier 3 (long tail). Map each target to a beat and a specific hook.
- Outputs: Media list table (tiered) + selection rationale.
- Checks: Every target has a personalized hook; no “spray and pray” list of generic outlets.
4) Design exclusive/embargo + sequencing (stagger it)
- Inputs: Tier 1–2 list; timeline; spokesperson availability; approval constraints.
- Actions: If using an exclusive, pick 1–3 best-fit targets and define: what they get, when they get it, and how you’ll follow up. Plan staggered outreach and a fallback path if the exclusive fails.
- Outputs: Exclusive/embargo plan (timeline + decision points).
- Checks: The exclusive offer is explicit; the fallback path is defined; timing is realistic for reporter cycles.
5) Prepare the pitch kit + press materials
- Inputs: Newsworthiness brief + target list.
- Actions: Draft subject lines and pitch emails (exclusive + standard). Create a media FAQ and a press materials checklist; outline a press release or announcement blog post and assemble links/assets.
- Outputs: Pitch kit + materials outline/checklist.
- Checks: Pitch is short, specific, and reporter-centric (no hype); every “big claim” has proof or a placeholder.
6) Execute outreach + track responses
- Inputs: Pitch kit; outreach tracker template.
- Actions: Send outreach in waves (exclusive first if applicable). Track status, schedule follow-ups, and capture relationship notes. Handle declines gracefully and ask for the right redirect (“who covers this?”).
- Outputs: Populated outreach tracker + next-action list.
- Checks: Follow-up cadence is respectful; tracking is up to date; no duplicate/conflicting pitches.
7) Manage interviews + follow through
- Inputs: Interested replies; spokesperson; media FAQ; constraints.
- Actions: Schedule interviews, prep the spokesperson, and provide supporting assets. After the interview, send a concise follow-up with links and clarifications. If factual errors occur, request corrections politely and precisely.
- Outputs: Interview prep doc + follow-up note templates.
- Checks: Spokesperson is aligned on 3 key messages; sensitive topics have safe responses; logistics are confirmed.
8) Post-coverage: amplify + maintain relationships + quality gate
- Inputs: Coverage links; tracker; references/CHECKLISTS.md and references/RUBRIC.md.
- Actions: Log coverage, send thank-yous, amplify appropriately, and update relationship notes. Score the pack with the rubric and include Risks/Open questions/Next steps.
- Outputs: Final Media Relations Pack + post-mortem notes (what worked/what to change).
- Checks: You can re-run the outreach loop next time using the tracker and templates with minimal rework.
Quality gate (required)
- Use references/CHECKLISTS.md and references/RUBRIC.md.
- Always include: Risks, Open questions, Next steps.
Examples
Example 1 (Launch): “Use media-relations. We’re launching for on. Goal: 10 high-quality mentions in niche publications. We can offer 1 exclusive. Provide a Media Relations Pack with a media list, exclusive plan, pitch emails, and an outreach tracker.” Expected: tiered media list + exclusive timeline, pitch templates, tracker table, and interview prep.
Example 2 (Funding/announcement): “Use media-relations to plan press outreach for our Series A announcement. Audience: founders and operators. Constraints: no revenue numbers. Create angles, target reporters, and a pitch kit.” Expected: angle options that work without sensitive metrics, media list with hooks, and templates for embargo outreach.
Boundary example: “Blast 500 journalists and guarantee TechCrunch will cover us.” Response: refuse guarantee/spray-and-pray; propose a targeted list + staggered outreach + realistic success metrics.