Media relations

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.
• You need a full launch campaign with channel plan, internal readiness, and day-of runbook (use launch-marketing; it includes a PR outreach kit).
• You want a brand story or founder narrative for your website/deck, not a press pitch (use brand-storytelling).
• You want to build an online community or ambassador program, not pitch journalists (use community-building).

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:

1. Context snapshot (what, who, timing, constraints, success definition)
2. Newsworthiness brief (“what’s new”, “why now”, angle options, proof/evidence)
3. Media list + tiering (targets, beats, rationale, pitch angle per target)
4. Exclusive/embargo plan (sequencing, offer, timeline, fallback)
5. Pitch kit (email templates + subject lines + follow-up cadence)
6. Press materials checklist + drafts outline (press release/blog PR alternative, media FAQ, bio, assets)
7. Outreach tracker spec (table + statuses + next actions)
8. Interview prep (talking points, do/don’t, sensitive topics, bridging)
9. Risks / Open questions / Next steps (always included)

Templates and checklists:

• references/TEMPLATES.md
• references/WORKFLOW.md
• references/CHECKLISTS.md
• references/RUBRIC.md

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 <product> for <ICP> on <date>. 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 (spray-and-pray): “Blast 500 journalists and guarantee TechCrunch will cover us.” Response: refuse guarantee/spray-and-pray; propose a targeted list + staggered outreach + realistic success metrics.

Boundary example (redirect to launch-marketing): “Plan our full product launch: channel plan, internal enablement, day-of runbook, and also pitch some reporters.” Response: this is a full launch campaign. Redirect to launch-marketing (which includes a PR outreach kit); use media-relations separately if you need deeper journalist relationship management beyond the launch.

Anti-patterns

1. Spray-and-pray outreach — Sending the same generic pitch to hundreds of journalists with no personalization. Every target must have a tailored hook tied to their beat and recent coverage.
2. Pitching without a news peg — Reaching out to reporters when there is no genuinely new information (product exists, company exists). If there is no “what's new + why now,” pause and create one first.
3. Breaking embargo terms — Sharing embargoed information with non-embargoed contacts or publishing before the agreed time. Embargo plans must have explicit timelines, decision points, and fallback scenarios.
4. Fabricating proof points — Inventing metrics, customer quotes, or endorsements to strengthen a pitch. Every claim must be substantiated or explicitly labeled as a placeholder.
5. Ignoring relationship maintenance — Treating journalists as a one-time transaction. Always send thank-yous, share coverage internally, and update relationship notes for future outreach cycles.