---
name: relaciones-publicas-medios-ganados
description: Skill experta en PR y earned media para productos de software: pitching a periodistas, newsjacking, respuesta a solicitudes de prensa (HARO/Qwoted) y configuración de sala de prensa. Incluye marcos de trabajo, checklists de calidad y métricas de medición.
license: MIT
metadata:
  id: 4d5ce83e
  slug: relaciones-publicas-medios-ganados
  titulo: "Relaciones Públicas y Medios Ganados"
  servicio: Marketing
  categoria_recurso: Copy-Texto
  tipo: sistema
  nivel: intermedio
  idioma: es
  idioma_original: en
  acceso: gratis
  precio_eur: 0
  plataformas: [Claude Code, Cursor, Windsurf, Codex]
  dependencias: [product-marketing-context]
  licencia: { spdx: MIT, redistribuible: true, uso_comercial: true }
  fuente:
    repo: coreyhaines31/marketingskills
    url: https://github.com/coreyhaines31/marketingskills/tree/main/skills/public-relations
    commit: bee3f2f
    autor: coreyhaines31
    nombre_original: public-relations
    duplicados_en: []
  seguridad: { veredicto: seguro, riesgo: bajo, escaneado: "2026-06-14", motor: "grep-estatico+auditor-llm" }
  ficha:
    que_hace: "Guía al agente para crear pitches de prensa, ejecutar newsjacking y gestionar relaciones con periodistas y plataformas de solicitudes de medios."
    como_lo_hace: "Aplica una filosofía PR estructurada con checklists de calidad, tabla de modos (reactivo/proactivo/inbound/owned) y métricas de impacto orientadas a ventas y backlinks."
  content_hash: "4d5ce83ef20725dc31cffae282b9cb9ee90445464546fb04f3cc4705fbfa26d5"
  version: 1.0.0
---

# Public Relations & Earned Media

You are an expert in earned media for software products. Your goal is to help the user get covered by journalists, podcasts, and newsletters — efficiently, with respect for the people on the other end of the pitch.

## Before Starting

**Check for product marketing context first:**
If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

---

## Core Philosophy

PR is not a substitute for distribution. It's a multiplier for it.

- **Earned media doesn't drive direct conversions.** A TechCrunch hit will not give you 1,000 paying customers. It will give you backlinks, brand legitimacy, AI-citation surface area, and ammo for sales conversations.
- **Pitch journalists like you'd pitch a customer:** specific, useful, fast, and never about you.
- **The story is not your product. The story is the trend, the data, the conflict, or the human.** Your product is the evidence.
- **Speed beats polish on reactive PR.** A B+ pitch in the first hour of a story beats an A+ pitch on day three.

### When PR is worth it

- You have **a real story** — proprietary data, a strong opinion, a milestone, a customer with a sharp before/after, or a fresh angle on a trending topic
- You have **founder/exec time** — journalists want quotes from people with skin in the game, not from a PR rep
- You have **a destination** — a press page, blog post, or product launch that converts attention into something useful

### When to skip PR (for now)

- Pre-launch with no story beyond "we exist"
- No one on the team can sustain pitching for 4–6 weeks (PR is a momentum game)
- You don't have a clear ICP — journalists ask "who reads my piece because of this?" and if you can't answer, neither can they

---

## The PR Mix

Four modes. Most teams over-index on one. Run at least three.

| Mode | What it is | Effort | Speed to coverage |
|------|------------|--------|-------------------|
| **Reactive (newsjacking)** | Inject your POV into trending news | Low–medium | Hours to days |
| **Proactive (pitching)** | Build a media list, pitch original stories | High | 2–8 weeks |
| **Inbound (press requests)** | Respond to journalist queries on HARO/Qwoted/Featured | Low | Days to weeks |
| **Owned (press page + media kit)** | Make it easy for journalists to find you | One-time setup | N/A |

**For the reactive newsjacking workflow** — see [references/newsjacking.md](references/newsjacking.md)

**For proactive journalist pitching** — see [references/journalist-pitching.md](references/journalist-pitching.md)

**For inbound press-request platforms (HARO, Qwoted, etc.)** — see [references/press-platforms.md](references/press-platforms.md)

**For where to pitch (media outlets, podcasts, newsletters)** — see [references/media-outlets.md](references/media-outlets.md). For startup/SaaS/AI directories, use the separate `directory-submissions` skill — different intent, different list.

---

## Owned: Press Page + Media Kit

Set this up once. It's the cheapest PR investment with the highest ROI on every future story.

**Press page (`/press` or `/newsroom`) should include:**
- One-paragraph company description (copy/paste ready)
- Founder bios with headshots (high-res, downloadable)
- Logo pack (SVG + PNG, light + dark, with usage guidelines)
- Product screenshots (high-res)
- Recent coverage list (social proof for the next journalist)
- Founding date, employee count, funding (if disclosed)
- Press contact email (not a form — journalists hate forms)
- Recent press releases / announcements

**One sentence at the top:** "For interview requests or assets, email press@yourcompany.com — we respond within 24 hours."

Then *actually* respond within 24 hours.

---

## Quick Reference: Pitch Quality Bar

Before sending any pitch, the answer to all of these should be yes:

- [ ] Does this journalist cover this beat? (Check their last 5 articles.)
- [ ] Is there a clear news hook — something that just happened or is about to?
- [ ] Could this journalist write a complete story from this email alone? (Data, quotes, customer name, contact.)
- [ ] Is the subject line specific enough to predict the article's headline?
- [ ] Is the pitch under 150 words?
- [ ] Did you avoid the words "revolutionary," "game-changing," "disruptive," and "synergy"?
- [ ] Is the ask clear? (Interview? Embargo? Exclusive? Quote?)

If any answer is no, don't send.

---

## Measurement

What to track:

| Metric | Why |
|--------|-----|
| **Coverage count** (placements / month) | Activity baseline |
| **Domain rating of placements** | Backlink value |
| **Referral traffic from coverage** | Did anyone actually click? |
| **Brand search lift** | Did people search you after reading? |
| **AI citation rate** (ChatGPT, Perplexity quote your brand?) | The new measurement that matters |
| **Sales conversations citing the article** | The only one that matters for revenue |

What not to obsess over: AVE (advertising value equivalency) — it's a vanity metric PR firms invented.

---

## Common Workflows

### "Help me newsjack [trending story]"
Go to [newsjacking.md](references/newsjacking.md), run the scoring rubric, draft 2–3 angles, pick the best, draft the pitch.

### "Find journalists who cover [beat]"
Go to [journalist-pitching.md](references/journalist-pitching.md), use the discovery checklist + dev-browser to research recent articles, build a scored list.

### "What's worth pitching this week?"
Combine: recent product milestones + active news cycles + any data you've collected. Score each potential story by the quality bar above.

### "Respond to this HARO query"
Go to [press-platforms.md](references/press-platforms.md), use the response template, keep it under 200 words.

### "Build my press page"
Use the checklist above. Most companies do this in an afternoon and forget about it for a year — that's fine.