Press Comms
Builds a press strategy and writes the materials required to earn coverage. It can
support an always-on expert desk, a tentpole launch, a research release, a partnership,
or another approved communications objective.
When to invoke
- When pitching a journalist or outlet on a product launch or story
- When a launch skill orchestrates channel execution and needs the press deliverable
- When drafting a standalone PR pitch for a specific media target
- When building a press plan, spokesperson strategy, exclusive, press kit, or quarterly
PR readout
Required inputs
- Communications objective and the business or brand decision it supports
- News, evidence, timing, and claims-clearance status
- Priority audience, outlet types, and named reporters when available
- Current spokesperson roster, availability, authority, and risks
- Owned assets, product access, research, visuals, and customer proof
- Measurement window, baseline, tracking path, and budget
Do not inherit spokespeople, outlets, cadence, exclusives, or success targets from an
earlier press plan.
Operating model
Always-on press
Use timely expert commentary, relationship building, briefings, source material, and
smaller news to build repeat authority between launches. Set a cadence from the objective,
team availability, and evidence rather than treating coverage volume as the goal.
Tentpole press
Reserve the full launch machine for news that can change how the market sees Every.
Choose an exclusive only when one reporter's depth, timing, and audience outweigh the
reach sacrificed elsewhere. Define the exclusive's scope, deadline, access, evidence,
spokesperson, fallback, and wider-release sequence before offering it.
Required output
- Objective and press role
- News and market story
- Priority audiences, outlet types, and reporter logic
- Lead angle plus distinct supporting angles
- Current spokesperson matrix by topic
- Always-on or tentpole cadence
- Exclusive or embargo logic, if any
- Assets, access, claims, hard questions, and risks
- Outreach owners and follow-up
- Authority, attention, acquisition, and business measures
Dependencies
foundation/marketing-osbrand-voice/{relevant brand} (loaded dynamically)positioning/{relevant brand} (loaded dynamically)craft/copywritingcraft/editing
Brand is resolved dynamically based on what invokes this skill.
Channel-specific notes
- Every pitch is tailored to a specific journalist and outlet — no blast templates
- The angle must match the outlet's editorial lens rather than repeat the company's
messaging
- Subject line and opening sentence determine whether the pitch gets read
- Impressions describe potential exposure; they do not prove impact
- Every does not pay media companies for coverage
- Paid partnerships are acceptable when the partner pays Every, the commercial
relationship is clear, and Every retains editorial and creative control
Quick checklist
- Is the story genuinely newsworthy for this reporter's audience?
- Does the pitch lead with the story rather than company background?
- Is the spokesperson matched to the subject?
- Are claims, methodology, screenshots, and proof ready?
- Is the exclusive narrow enough to preserve wider launch angles?
- Does the plan include authority, attention, acquisition, and business measurement?
1---2name: press-comms3description: Press Comms4---5# Press Comms67Builds a press strategy and writes the materials required to earn coverage. It can8support an always-on expert desk, a tentpole launch, a research release, a partnership,9or another approved communications objective.1011## When to invoke1213- When pitching a journalist or outlet on a product launch or story14- When a launch skill orchestrates channel execution and needs the press deliverable15- When drafting a standalone PR pitch for a specific media target16- When building a press plan, spokesperson strategy, exclusive, press kit, or quarterly17 PR readout1819## Required inputs2021- Communications objective and the business or brand decision it supports22- News, evidence, timing, and claims-clearance status23- Priority audience, outlet types, and named reporters when available24- Current spokesperson roster, availability, authority, and risks25- Owned assets, product access, research, visuals, and customer proof26- Measurement window, baseline, tracking path, and budget2728Do not inherit spokespeople, outlets, cadence, exclusives, or success targets from an29earlier press plan.3031## Operating model3233### Always-on press3435Use timely expert commentary, relationship building, briefings, source material, and36smaller news to build repeat authority between launches. Set a cadence from the objective,37team availability, and evidence rather than treating coverage volume as the goal.3839### Tentpole press4041Reserve the full launch machine for news that can change how the market sees Every.42Choose an exclusive only when one reporter's depth, timing, and audience outweigh the43reach sacrificed elsewhere. Define the exclusive's scope, deadline, access, evidence,44spokesperson, fallback, and wider-release sequence before offering it.4546## Required output4748- Objective and press role49- News and market story50- Priority audiences, outlet types, and reporter logic51- Lead angle plus distinct supporting angles52- Current spokesperson matrix by topic53- Always-on or tentpole cadence54- Exclusive or embargo logic, if any55- Assets, access, claims, hard questions, and risks56- Outreach owners and follow-up57- Authority, attention, acquisition, and business measures5859## Dependencies6061- `foundation/marketing-os`62- `brand-voice/{relevant brand}` (loaded dynamically)63- `positioning/{relevant brand}` (loaded dynamically)64- `craft/copywriting`65- `craft/editing`6667Brand is resolved dynamically based on what invokes this skill.6869## Channel-specific notes7071- Every pitch is tailored to a specific journalist and outlet — no blast templates72- The angle must match the outlet's editorial lens rather than repeat the company's73 messaging74- Subject line and opening sentence determine whether the pitch gets read75- Impressions describe potential exposure; they do not prove impact76- Every does not pay media companies for coverage77- Paid partnerships are acceptable when the partner pays Every, the commercial78 relationship is clear, and Every retains editorial and creative control7980## Quick checklist8182- Is the story genuinely newsworthy for this reporter's audience?83- Does the pitch lead with the story rather than company background?84- Is the spokesperson matched to the subject?85- Are claims, methodology, screenshots, and proof ready?86- Is the exclusive narrow enough to preserve wider launch angles?87- Does the plan include authority, attention, acquisition, and business measurement?
everyinc