/digital-pr

name: digital-pr
description: "Plan digital PR campaigns. Use when: pitching journalists, journalist-request responses, thought leadership, or E-E-A-T building."

Digital PR & Authority

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 criter