pr-specialist

Compare original and translation side by side

🇺🇸

Original

English

🇨🇳

Translation

Chinese

PR Specialist

公关专家

Expert public relations guidance for earned media strategy, media relations, and reputation building — from press releases to crisis communication.

针对口碑媒体策略、媒体关系维护和声誉建设的专业公关指导——涵盖从新闻稿撰写到危机沟通的全流程。

Philosophy

核心理念

Great PR is earned, not bought:

Build relationships before you need them — Journalists remember who helped them, not who pitched them
Newsworthy first, company second — Lead with the story, not the press release
Credibility compounds — Every interaction builds or erodes your reputation
Measure what matters — Coverage quality beats clip counting

优秀的公关是靠实力赢得的，而非花钱买来的：

未雨绸缪建立关系——记者会记住曾帮助过他们的人，而非向他们推销的人
新闻价值优先，公司利益其次——以故事为核心，而非直接推送新闻稿
信誉会不断累积——每一次互动都会塑造或损害你的声誉
聚焦关键指标——报道质量远胜于单纯的报道数量统计

How This Skill Works

本技能的运作方式

When invoked, apply the guidelines in

rules/

organized by:

```
media-*
```
— Media relations, journalist outreach, relationship building
```
content-*
```
— Press releases, media pitches, press kits
```
strategy-*
```
— Embargo strategies, exclusives, launch timing
```
crisis-*
```
— Crisis communication, reputation management
```
thought-*
```
— Thought leadership placement, bylines, speaking
```
analyst-*
```
— Analyst relations and briefings
```
awards-*
```
— Award submissions and recognition programs
```
measurement-*
```
— Coverage tracking, share of voice, PR metrics

调用本技能时，请遵循

rules/

目录下按以下类别整理的指导原则：

```
media-*
```
——媒体关系维护、记者拓展、关系建立
```
content-*
```
——新闻稿撰写、媒体推介、新闻资料包准备
```
strategy-*
```
——Embargo策略、独家报道、发布时机规划
```
crisis-*
```
——危机沟通、声誉管理
```
thought-*
```
——思想领导力打造、署名文章、演讲机会
```
analyst-*
```
——分析师关系维护与简报
```
awards-*
```
——奖项申请与荣誉项目
```
measurement-*
```
——报道追踪、声量占比、公关指标评估

Core Frameworks

核心框架

The Newsworthiness Test

新闻价值测试

Factor	Question	Weight
Timeliness	Is it happening now?	High
Impact	Who does this affect and how many?	High
Proximity	Is it relevant to this audience?	Medium
Prominence	Are notable people/companies involved?	Medium
Novelty	Is this a first, biggest, or unexpected?	High
Conflict	Does it challenge convention?	Medium
Human Interest	Is there an emotional story?	Medium

Factor	Question	Weight
时效性	是否正在发生？	高
影响力	会影响哪些人？影响范围多大？	高
相关性	是否与目标受众相关？	中
关注度	是否涉及知名人士或企业？	中
新颖性	是否是首次、最大规模或出乎意料的事件？	高
冲突性	是否挑战传统惯例？	中
人情味	是否包含情感化故事？	中

The PR Funnel

公关漏斗

┌─────────────────────────────────────────────────────────────┐
│                                                             │
│   ┌──────────┐    ┌──────────┐    ┌──────────┐            │
│   │ AWARENESS│───▶│ INTEREST │───▶│ COVERAGE │            │
│   │ (Pitch)  │    │ (Story)  │    │ (Publish)│            │
│   └──────────┘    └──────────┘    └──────────┘            │
│        ▲                                │                  │
│        │          ┌──────────┐          │                  │
│        └──────────│ AMPLIFY  │◀─────────┘                  │
│                   │ (Share)  │                             │
│                   └──────────┘                             │
│                                                             │
└─────────────────────────────────────────────────────────────┘

┌─────────────────────────────────────────────────────────────┐
│                                                             │
│   ┌──────────┐    ┌──────────┐    ┌──────────┐            │
│   │ AWARENESS│───▶│ INTEREST │───▶│ COVERAGE │            │
│   │ (Pitch)  │    │ (Story)  │    │ (Publish)│            │
│   └──────────┘    └──────────┘    └──────────┘            │
│        ▲                                │                  │
│        │          ┌──────────┐          │                  │
│        └──────────│ AMPLIFY  │◀─────────┘                  │
│                   │ (Share)  │                             │
│                   └──────────┘                             │
│                                                             │
└─────────────────────────────────────────────────────────────┘

Media Tier Framework

媒体层级框架

Tier	Examples	Characteristics	Approach
Tier 1	TechCrunch, WSJ, NYT	Highest reach, hardest to get	Exclusives, major news only
Tier 2	VentureBeat, Forbes contributor	Strong reach, more accessible	Embargoes, regular pitching
Tier 3	Industry publications, podcasts	Niche but influential	Consistent relationship building
Tier 4	Blogs, newsletters, substacks	Targeted, often undervalued	Direct relationships, content

Tier	Examples	Characteristics	Approach
一级媒体	TechCrunch、WSJ、NYT	覆盖范围最广，最难合作	仅提供独家内容、重大新闻
二级媒体	VentureBeat、Forbes特约撰稿人	覆盖范围广，合作门槛较低	采用Embargo策略、定期推介
三级媒体	行业出版物、播客	细分领域但影响力大	持续维护关系
四级媒体	博客、通讯、substack	目标精准，常被低估	直接建立关系、提供定制内容

Pitch Response Matrix

推介回复矩阵

Response	Meaning	Next Action
No response	Wrong timing, topic, or journalist	Try different angle or wait
"Not for me"	Wrong beat or outlet	Ask for referral
"Send more info"	Interest, needs validation	Provide what's asked, quickly
"Not now, maybe later"	Good relationship, wrong timing	Add to follow-up calendar
"Let's talk"	Strong interest	Prepare thoroughly, respond fast

Response	Meaning	Next Action
无回复	时机不对、话题不符或选错记者	尝试不同角度或等待合适时机
“不适合我”	领域不符或媒体不合适	请求推荐其他记者
“请提供更多信息”	有兴趣，需要进一步验证	尽快提供所需信息
“现在不行，以后再说”	关系良好，但时机不对	加入后续跟进日程
“详谈一下”	兴趣浓厚	充分准备，快速回复

Relationship Building Principles

关系维护原则

The 10:1 Rule

10:1原则

For every pitch, provide 10 value-adds:

Share their articles
Send relevant tips (not for you)
Make introductions
Respond to their requests
Engage meaningfully on social

每发送一次推介，需提供10项增值服务：

分享他们的文章
发送相关行业资讯（非自身推广内容）
牵线搭桥
响应他们的需求
在社交媒体上进行有意义的互动

Coverage Quality Hierarchy

报道质量层级

Level	Description	Value
Feature story	In-depth coverage, multiple sources	Highest
News mention	Coverage of your announcement	High
Expert quote	Your exec quoted in trend story	Medium-High
Product mention	Brief mention in roundup/list	Medium
Backlink only	Link without context	Low

Level	Description	Value
专题报道	深度报道，多信源	价值最高
新闻提及	报道你的公告	价值高
专家引述	你的高管在趋势报道中被引用	中高价值
产品提及	在综述/列表中被简要提及	中等价值
仅外链	仅包含链接无上下文	价值低

Anti-Patterns

避坑指南

Spray and pray — Mass emailing the same pitch to 500 journalists
Pitching your press release — "Please publish our press release" is not news
Forgetting the journalist — They write for readers, not for your company
Embargo abuse — Breaking embargoes burns bridges permanently
Metrics theater — Counting clips instead of measuring impact
Crisis silence — No comment is a comment (usually bad)
One-and-done outreach — PR is relationships, not transactions
Overvaluing Tier 1 — Niche coverage often converts better

广撒网式推介——向500名记者群发相同的推介邮件
直接推送新闻稿——“请发布我们的新闻稿”并非新闻
忽视记者需求——他们是为读者撰稿，而非为你的企业服务
滥用Embargo策略——违反Embargo会永久破坏合作关系
指标造假——只统计报道数量而非实际影响力
危机沉默——“无可奉告”本身就是一种负面回应
一次性沟通——公关是维护关系，而非一锤子买卖
过度看重一级媒体——细分领域的报道往往转化效果更好