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media-relations

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Media Relations

媒体关系

Scope

适用范围

Covers
  • Turning an announcement into a newsworthy angle (“what’s new” + “why now” + proof)
  • Building a targeted media list (outlets + reporters + freelancers) with tiers and pitch angles
  • Designing an exclusive/embargo strategy (staggered outreach, clear offer, fallback plan)
  • Preparing a lightweight pitch kit (email templates, press materials checklist, media FAQ)
  • Running an outreach + follow-up cadence with a tracker
  • Managing interview scheduling + spokesperson prep and post-coverage follow-up
When to use
  • “Build a media list and pitch journalists for our launch/announcement.”
  • “We want to offer an exclusive (or embargo). Help us plan and execute outreach.”
  • “Write press pitch emails and a follow-up cadence.”
  • “Prep our spokesperson for a reporter interview and create a media FAQ.”
When NOT to use
  • You’re handling crisis comms, reputational incidents, or legal emergencies (use a crisis-comms workflow with legal/PR lead).
  • You don’t have a real “news peg” yet (first do positioning/messaging or an announcement brief).
  • You want guaranteed coverage, placements, or paid distribution (this is earned media; outcomes aren’t guaranteed).
  • You need regulated claims review (medical/legal/financial) and can’t provide an approval path.
涵盖内容
  • 将公告转化为具有新闻价值的切入点（“新内容”+“为何此时发布”+佐证材料）
  • 构建针对性媒体名单（媒体渠道+记者+自由撰稿人），划分层级并制定对应推销切入点
  • 设计独家/禁发策略（分阶段外展、明确权益、备选方案）
  • 准备轻量化推销工具包（邮件模板、新闻材料清单、媒体常见问题解答）
  • 按照追踪表执行外展及跟进流程
  • 管理采访排期+发言人准备，以及报道后的跟进工作
适用场景
  • “为我们的产品发布/公告构建媒体名单并向记者推销。”
  • “我们想提供独家报道（或禁发）。请协助规划并执行外展工作。”
  • “撰写新闻推销邮件及跟进流程。”
  • “为我们的发言人准备记者采访内容并制作媒体常见问题解答。”
不适用场景
  • 处理危机公关、声誉事件或法律紧急情况（请使用由法务/公关负责人主导的危机公关工作流程）。
  • 尚未确定明确的“新闻由头”（需先完成定位/信息传递或公告简报）。
  • 想要保证报道曝光、版面或付费分发（此为earned media，成果无法保证）。
  • 需要受监管的声明审核（医疗/法律/金融领域）且无法提供审批路径。

Inputs

输入信息

Minimum required
  • What’s happening: announcement type + what’s new (2–5 bullets)
  • Timing: desired publish window, embargo constraints (if any)
  • Audience: who you want to reach and where they get information
  • Proof: metrics, customer examples, demo links, screenshots, credible specifics (or placeholders)
  • Spokesperson: who can talk + availability constraints
  • Guardrails: what cannot be shared publicly; any legal/compliance requirements
Missing-info strategy
  • Ask up to 5 questions from references/INTAKE.md (3–5 at a time), then proceed.
  • If proof is missing, use placeholders and output an “evidence to collect” list (do not invent facts).
  • If you can’t share sensitive details, accept redacted versions and write pitches at a higher level.
必填信息
  • 事件详情：公告类型+新内容（2-5条要点）
  • 时间安排：期望发布窗口、禁发限制（如有）
  • 目标受众：想要触达的人群及其信息获取渠道
  • 佐证材料：数据指标、客户案例、演示链接、截图、可信细节（或占位符）
  • 发言人：可受访人员+时间限制
  • 约束条件：不可公开的内容；任何法务/合规要求
缺失信息处理策略
  • 从references/INTAKE.md中最多提出5个问题（每次3-5个），然后推进工作。
  • 若缺失佐证材料，使用占位符并输出“需收集的证据”清单（不得编造事实）。
  • 若无法分享敏感细节，接受编辑后的版本并撰写更宏观的推销内容。

Outputs (deliverables)

输出成果（交付物）

Produce a Media Relations Pack (Markdown in-chat; or as files if requested) in this order:
  1. Context snapshot (what, who, timing, constraints, success definition)
  2. Newsworthiness brief (“what’s new”, “why now”, angle options, proof/evidence)
  3. Media list + tiering (targets, beats, rationale, pitch angle per target)
  4. Exclusive/embargo plan (sequencing, offer, timeline, fallback)
  5. Pitch kit (email templates + subject lines + follow-up cadence)
  6. Press materials checklist + drafts outline (press release/blog PR alternative, media FAQ, bio, assets)
  7. Outreach tracker spec (table + statuses + next actions)
  8. Interview prep (talking points, do/don’t, sensitive topics, bridging)
  9. Risks / Open questions / Next steps (always included)
Templates and checklists:
  • references/TEMPLATES.md
  • references/WORKFLOW.md
  • references/CHECKLISTS.md
  • references/RUBRIC.md
按以下顺序生成媒体关系包（聊天内以Markdown格式呈现；若有需求可生成文件）：
  1. 背景快照（事件、受众、时间、约束条件、成功定义）
  2. 新闻价值简报（“新内容”、“为何此时发布”、切入点选项、佐证材料）
  3. 媒体名单及层级划分（目标渠道、报道领域、选择理由、针对每个目标的推销切入点）
  4. 独家/禁发计划（执行顺序、权益内容、时间线、备选方案）
  5. 推销工具包（邮件模板+主题+跟进流程）
  6. 新闻材料清单+草稿大纲（新闻稿/替代公告博客、媒体常见问题解答、发言人简介、相关资源）
  7. 外展追踪表规范（表格+状态+下一步行动）
  8. 采访准备材料（沟通要点、注意事项、敏感话题、话术引导）
  9. 风险/待解决问题/下一步行动（必须包含）
模板及清单：
  • references/TEMPLATES.md
  • references/WORKFLOW.md
  • references/CHECKLISTS.md
  • references/RUBRIC.md

Workflow (8 steps)

工作流程（8个步骤）

1) Intake + success definition

1) 信息收集+成功定义

  • Inputs: User prompt; references/INTAKE.md.
  • Actions: Confirm the announcement, primary audience, desired window, and what success means (e.g., “2–4 tier-1/2 hits” or “reach X niche audience”). Capture constraints and approvals.
  • Outputs: Context snapshot + assumptions/TBDs list.
  • Checks: You can answer in one sentence: “The goal of this outreach is _____ by _____.”
  • 输入信息：用户需求；references/INTAKE.md。
  • 行动：确认公告内容、核心受众、期望时间窗口及成功定义（例如：“在1-2级媒体获得2-4次曝光”或“触达X细分受众”）。记录约束条件及审批要求。
  • 输出成果：背景快照+假设/待确定事项清单。
  • 检查标准：可用一句话概括：“本次外展的目标是_____，完成时间为_____。”

2) Create the newsworthiness brief (prep)

2) 制作新闻价值简报（准备阶段）

  • Inputs: What’s new, why now, proof, audience.
  • Actions: Draft 2–3 angles. Define the “new information” and the credible specifics you can share. Decide if an exclusive or embargo is appropriate.
  • Outputs: Newsworthiness brief + angle shortlist.
  • Checks: Each angle has (a) a clear “new” claim, (b) a why-now reason, (c) at least one proof point (or “to validate”).
  • 输入信息：新内容、发布时机、佐证材料、目标受众。
  • 行动：草拟2-3个切入点。明确“新信息”及可分享的可信细节。判断是否适合采用独家报道或禁发策略。
  • 输出成果：新闻价值简报+切入点候选清单。
  • 检查标准：每个切入点需包含（a）明确的“新”主张，（b）发布时机理由，（c）至少一个佐证点（或“待验证”）。

3) Build the target list (who to pitch)

3) 构建目标媒体名单（推销对象）

  • Inputs: Angle shortlist; target geos; competitor/adjacent coverage examples (if any).
  • Actions: Create a tiered media list: Tier 1 (dream), Tier 2 (likely), Tier 3 (long tail). Map each target to a beat and a specific hook.
  • Outputs: Media list table (tiered) + selection rationale.
  • Checks: Every target has a personalized hook; no “spray and pray” list of generic outlets.
  • 输入信息：切入点候选清单；目标地区；竞品/相关报道案例（如有）。
  • 行动：构建分层媒体名单：1级（理想目标）、2级（潜在目标）、3级（长尾渠道）。为每个目标匹配报道领域及个性化切入点。
  • 输出成果：分层媒体名单表格+选择理由。
  • 检查标准：每个目标都有个性化切入点；不得使用“广撒网”式的通用媒体名单。

4) Design exclusive/embargo + sequencing (stagger it)

4) 设计独家/禁发策略+执行顺序（分阶段推进）

  • Inputs: Tier 1–2 list; timeline; spokesperson availability; approval constraints.
  • Actions: If using an exclusive, pick 1–3 best-fit targets and define: what they get, when they get it, and how you’ll follow up. Plan staggered outreach and a fallback path if the exclusive fails.
  • Outputs: Exclusive/embargo plan (timeline + decision points).
  • Checks: The exclusive offer is explicit; the fallback path is defined; timing is realistic for reporter cycles.
  • 输入信息：1-2级媒体名单；时间线；发言人时间；审批约束。
  • 行动：若采用独家报道，选择1-3个最匹配的目标并明确：他们将获得的权益、获取时间及跟进方式。规划分阶段外展及独家报道失败后的备选方案。
  • 输出成果：独家/禁发计划（时间线+决策节点）。
  • 检查标准：独家权益明确；备选方案清晰；时间安排符合记者工作周期。

5) Prepare the pitch kit + press materials

5) 准备推销工具包+新闻材料

  • Inputs: Newsworthiness brief + target list.
  • Actions: Draft subject lines and pitch emails (exclusive + standard). Create a media FAQ and a press materials checklist; outline a press release or announcement blog post and assemble links/assets.
  • Outputs: Pitch kit + materials outline/checklist.
  • Checks: Pitch is short, specific, and reporter-centric (no hype); every “big claim” has proof or a placeholder.
  • 输入信息：新闻价值简报+目标媒体名单。
  • 行动：草拟主题及推销邮件（独家+标准版本）。制作媒体常见问题解答及新闻材料清单；草拟新闻稿或公告博客大纲并整理相关链接/资源。
  • 输出成果：推销工具包+材料大纲/清单。
  • 检查标准：推销内容简洁、具体、以记者为中心（无夸大）；每个“重要主张”都有佐证或占位符。

6) Execute outreach + track responses

6) 执行外展+追踪反馈

  • Inputs: Pitch kit; outreach tracker template.
  • Actions: Send outreach in waves (exclusive first if applicable). Track status, schedule follow-ups, and capture relationship notes. Handle declines gracefully and ask for the right redirect (“who covers this?”).
  • Outputs: Populated outreach tracker + next-action list.
  • Checks: Follow-up cadence is respectful; tracking is up to date; no duplicate/conflicting pitches.
  • 输入信息：推销工具包；外展追踪表模板。
  • 行动：分批次发送外展信息（如有独家报道则优先发送）。追踪状态、安排跟进、记录关系维护笔记。礼貌处理拒绝并请求合适的转介（“谁负责报道此类内容？”）。
  • 输出成果：已填充的外展追踪表+下一步行动清单。
  • 检查标准：跟进节奏合理；追踪信息及时更新；无重复/冲突的推销内容。

7) Manage interviews + follow through

7) 管理采访+跟进

  • Inputs: Interested replies; spokesperson; media FAQ; constraints.
  • Actions: Schedule interviews, prep the spokesperson, and provide supporting assets. After the interview, send a concise follow-up with links and clarifications. If factual errors occur, request corrections politely and precisely.
  • Outputs: Interview prep doc + follow-up note templates.
  • Checks: Spokesperson is aligned on 3 key messages; sensitive topics have safe responses; logistics are confirmed.
  • 输入信息：感兴趣的回复；发言人；媒体常见问题解答；约束条件。
  • 行动：安排采访、准备发言人、提供支持资源。采访后发送包含链接及澄清内容的简洁跟进邮件。若出现事实错误，礼貌且准确地要求更正。
  • 输出成果：采访准备文档+跟进邮件模板。
  • 检查标准：发言人明确3个核心信息；敏感话题有应对话术；后勤安排已确认。

8) Post-coverage: amplify + maintain relationships + quality gate

8) 报道后：推广+维护关系+质量把关

  • Inputs: Coverage links; tracker; references/CHECKLISTS.md and references/RUBRIC.md.
  • Actions: Log coverage, send thank-yous, amplify appropriately, and update relationship notes. Score the pack with the rubric and include Risks/Open questions/Next steps.
  • Outputs: Final Media Relations Pack + post-mortem notes (what worked/what to change).
  • Checks: You can re-run the outreach loop next time using the tracker and templates with minimal rework.
  • 输入信息：报道链接；追踪表；references/CHECKLISTS.md及references/RUBRIC.md。
  • 行动：记录报道、发送感谢邮件、合理推广、更新关系维护笔记。使用评估标准为媒体关系包打分，并包含风险/待解决问题/下一步行动。
  • 输出成果：最终媒体关系包+复盘笔记（有效做法/改进方向）。
  • 检查标准：下次外展可直接使用追踪表及模板，无需大量返工。

Quality gate (required)

质量把关（必填）

  • Use references/CHECKLISTS.md and references/RUBRIC.md.
  • Always include: Risks, Open questions, Next steps.
  • 使用references/CHECKLISTS.md及references/RUBRIC.md。
  • 必须包含：风险、待解决问题、下一步行动。

Examples

示例

Example 1 (Launch): “Use 
media-relations
. We’re launching <product> for <ICP> on <date>. Goal: 10 high-quality mentions in niche publications. We can offer 1 exclusive. Provide a Media Relations Pack with a media list, exclusive plan, pitch emails, and an outreach tracker.”
Expected: tiered media list + exclusive timeline, pitch templates, tracker table, and interview prep.
Example 2 (Funding/announcement): “Use 
media-relations
to plan press outreach for our Series A announcement. Audience: founders and operators. Constraints: no revenue numbers. Create angles, target reporters, and a pitch kit.”
Expected: angle options that work without sensitive metrics, media list with hooks, and templates for embargo outreach.
Boundary example: “Blast 500 journalists and guarantee TechCrunch will cover us.”
Response: refuse guarantee/spray-and-pray; propose a targeted list + staggered outreach + realistic success metrics.
示例1（产品发布）：“使用
media-relations
。我们将于<日期>为<核心客户群体>推出<产品>。目标：在细分媒体获得10次高质量报道。我们可提供1次独家报道。请提供包含媒体名单、独家计划、推销邮件及外展追踪表的媒体关系包。”
预期成果：分层媒体名单+独家报道时间线、推销模板、追踪表、采访准备材料。
示例2（融资/公告）：“使用
media-relations
为我们的A轮融资公告规划媒体外展。目标受众：创业者及运营者。约束条件：不得披露收入数据。请制定切入点、目标记者及推销工具包。”
预期成果：无需敏感指标的切入点选项、带个性化切入点的媒体名单、禁发外展模板。
边界示例：“向500名记者群发邮件并保证TechCrunch会报道我们。”
回应：拒绝保证/广撒网式推销；建议使用针对性名单+分阶段外展+现实的成功指标。