Copy Pr Outreach

---
name: copy-pr-outreach
description: PR outreach — newsworthiness test, press release structure, journalist pitch emails, embargo notes, and follow-up rules. Use when user says "press release", "media pitch", "PR outreach".
license: MIT
metadata:
  source: "coreyhaines31/marketingskills (MIT)"
  category: copy
---

# PR Outreach — Press Releases and Reporter Pitches

**Journalists see us as a source, not a promotional channel.** Judge a pitch by one sentence: does this give them material for a story?

## 5 Newsworthiness Criteria (fail even one and skip it)

Numbers (biggest, first, growth rate) / a new, named fact (funding, partnership, launch) / an industry exception case / timeliness (this week) / a point of pushback or controversy. "We launched" is not news — "why it's needed right now" is the news.

## Press Release Structure

- Headline under 12 words + a one-line summary subhead
- Lead: one 5W1H sentence (when, who, what, why it matters)
- Body, 3–4 paragraphs: a quantified quote (exec or customer) → background → detail
- Fact box (3 key figures) + boilerplate + contact
- If under embargo, put "embargo: 09.12 09:00 KST" at the top of the headline

## Reporter Pitch Email

- Under 150 words, **exactly one story idea** (pitching multiple angles = indecision = deleted wholesale)
- First sentence = the angle that fits this reporter + why we're the source for it
- One dedicated link (press page, image folder). No long company intro.
- Follow-up: at most once at D+4. After that, re-engage only when there's news — removing someone from the list is the polite move.

## Output

3 headline options + 1 lead + a body outline + a per-reporter angle table (outlet / angle / one-line hook) + 1 pitch email draft.