# Press Comms

> Press Comms

- Skill: `everyinc/press-comms` (Agent Skill)
- Install (CLI): `npx skillmds@latest add everyinc/press-comms`
- Raw SKILL.md: https://api.skillmd.com/api/skills/everyinc/press-comms/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: everyinc (https://skillmd.com/u/everyinc)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/everyinc/press-comms

---

# 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-os`
- `brand-voice/{relevant brand}` (loaded dynamically)
- `positioning/{relevant brand}` (loaded dynamically)
- `craft/copywriting`
- `craft/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?