# Press Release Writer

> This skill writes and distributes press releases for launches, funding rounds, and milestones. Use when a product launch, funding announcement, partnership, or company milestone requires formal media distribution. Also consider when a competitor announcement requires a rapid counter-narrative. Suggest when a newsworthy event is planned but no press release is drafted.

- Skill: `mittuled/press-release-writer` (Agent Skill, multi-file: 3 files)
- Install (CLI): `npx skillmds@latest add mittuled/press-release-writer`
- Raw SKILL.md: https://api.skillmd.com/api/skills/mittuled/press-release-writer/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: mittuled (https://skillmd.com/u/mittuled)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/mittuled/press-release-writer

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# press-release-writer

## Agent: PR and Communications Manager

L2 PR and communications manager (1x) responsible for earned media, press relationships, crisis communications, thought leadership programme, and executive visibility.

Department ethos: [ideal-marketing.md](../../../../departments/marketing/ideal-marketing.md)

## Skill Description

Writes and distributes press releases for product launches, funding rounds, partnerships, and company milestones through wire services and direct journalist outreach.

## When to Use

- When a product launch, funding round, or strategic partnership requires a formal press announcement.
- When a company milestone (customer count, revenue threshold, award) warrants media distribution.
- When a crisis response requires a formal public statement distributed through press channels.

## Workflow

1. **Gather announcement details**: Collect the key facts, quotes, data points, and embargo timing from stakeholders. Confirm what is and is not public. Deliverable: press release brief with approved facts and quotes.
2. **Draft the release**: Write the press release using the inverted pyramid structure and AP Style rules from [`references/framework.md`](references/framework.md). Use [`assets/press-release-template.md`](assets/press-release-template.md) as the structural scaffold — headline, dateline, lead paragraph with the news, supporting details, executive quote, boilerplate. Keep to 400–600 words. Deliverable: draft press release.
3. **Route for approval**: Send the draft through legal, executive, and communications review. Incorporate feedback while preserving newsworthiness and readability. Deliverable: approved final press release.
4. **Select wire service and optimise for SEO**: Choose the appropriate wire service using the selection criteria in [`references/framework.md`](references/framework.md). Apply SEO optimisation guidelines before submission. Deliverable: wire-ready release with distribution targeting configured.
5. **Distribute**: Send to wire service at the optimal timing per [`references/framework.md`](references/framework.md) and directly to warm journalist contacts with personalised pitches. Respect embargo windows and exclusivity protocols. Complete the pre-distribution checklist in [`assets/press-release-template.md`](assets/press-release-template.md). Deliverable: distribution confirmation with send list.

## Anti-Patterns

- **Burying the news**: Leading with company background or executive quotes instead of the actual news. *Why*: journalists scan the first paragraph to decide if a release is worth reading; buried ledes get deleted.
- **Jargon-heavy copy**: Writing in internal product terminology rather than language journalists and readers understand. *Why*: releases that require translation never get picked up because journalists will not do that translation work.

## Output

**On success**: Produces an approved press release distributed via wire service and direct outreach, with distribution confirmation and journalist send list. Delivered to VP Marketing and PR team.

**On failure**: Report what blocked distribution (missing approvals, legal holds, embargo conflicts), what partial distribution occurred, and recommend a revised timeline for release.

## Related Skills

- [`media-relationship-builder`](../media-relationship-builder/SKILL.md) — Warm journalist relationships increase pickup rates for press releases.
- [`earned-media-monitor`](../earned-media-monitor/SKILL.md) — Tracks post-release coverage to measure press release effectiveness.
- [`gtm-activation-marketing`](../../../marketing/vp-marketing/gtm-activation-marketing/SKILL.md) — Press releases are a key component of coordinated launch activation.