Guide · Agent skill
How to use the Public Relations & Earned Media agent skill
Updated · written with AI from the project's own documentation and checked against our catalogue data
The public-relations skill is a set of instructions that makes an AI agent work like a PR strategist for a software product. It helps you find story angles, write journalist and podcast pitches, respond to press-request platforms like HARO or Qwoted, build a press page and media kit, and draft statements when something goes wrong. This guide explains what the skill does, how to install it, how to trigger it with plain requests, and what to check before you use its output.
Public Relations & Earned Mediacoreyhaines31/marketingskills · MIT Download the skill Quick start
- 1Download the ZIP. Get the public-relations ZIP from this page.
- 2Unzip into a skills folder. Unzip it into ~/.claude/skills/ for personal use, or into a project's .claude/skills/ folder.
- 3Or upload in the Claude apps. In the Claude apps, go to Settings → Capabilities → Skills and upload the skill.
- 4Add product context. Optionally add a product marketing context file so the agent does not need to ask basic questions.
- 5Make a natural request. Describe your story, news hook or situation in plain language and name the kind of help you need.
- 6Review before sending. Check the draft against the pitch quality list and get legal review for any incident involving a breach, injury, lawsuit or regulator.
What the public-relations skill makes the agent do
The skill is written for software products. Its goal is to help you get covered by journalists, podcasts and newsletters without wasting anyone's time. It treats the product as evidence for a story rather than the story itself, and it steers you toward one of three angles: a Founding Story, David vs Goliath, or Have an Enemy (a broken system, never a competitor).
- Find story angles and decide whether you have a real story worth pitching
- Write pitches to journalists and podcasts, and check them against a pitch quality list
- Respond to inbound press requests on HARO, Qwoted and Featured
- Build a press page and media kit
- Prepare for a podcast appearance you have landed
- Run a first-hour checklist, assign a severity tier and draft statements for breaches, outages or backlash
Install the skill from the ZIP or the Claude apps
You can install the skill in one of two ways. Download the ZIP from this page, then either unzip it into your personal skills folder at ~/.claude/skills/, or unzip it into a project's .claude/skills/ folder so it applies only to that project.
If you use the Claude apps, you can instead upload the skill under Settings → Capabilities → Skills.
- Personal install: unzip into ~/.claude/skills/
- Project install: unzip into .claude/skills/ inside your project
- Claude apps: Settings → Capabilities → Skills, then upload
Trigger the skill with natural requests
You do not need a special command. The skill activates when your request matches its description. The description lists many trigger phrases, including 'press release', 'media kit', 'pitch a journalist', 'HARO', 'podcast guest', 'holding statement' and 'we got hacked'. Describe what you need in plain language and include the details the agent will need.
If your context file exists (for example .agents/product-marketing.md or .claude/product-marketing.md), the skill reads it first so it asks you only for missing information.
- Give the agent the real news hook, the product, and the journalist's beat if you have it
- Say what kind of ask you want: interview, quote, embargo or exclusive
Example requests you can make
Requests work best when they are specific. The examples below match the kinds of work the skill's reference files cover.
- 'Help me find three story angles for our new analytics feature. We have data from 400 customer accounts.'
- 'Write a pitch to a tech reporter who covers developer tools. Our news is a usage milestone with one customer quote.'
- 'A reporter sent a HARO query about remote hiring. Draft a response from our founder.'
- 'Prep me for this podcast interview. Here is the episode page and my bio.'
- 'We had a data breach. Give me a severity tier, the first-hour checklist and a holding statement.'
Check the output before sending anything
The skill sets a quality bar for pitches. Before sending, the answer to each of these should be yes: does the journalist cover this beat, is there a clear news hook, could the journalist write a full story from the email alone, is the subject line specific, is the pitch under 150 words, and is the ask clear. The skill also says to avoid the words 'revolutionary', 'game-changing', 'disruptive' and 'synergy'.
For legal-sensitive incidents, do not send drafts unreviewed. The skill says to involve legal counsel before admitting fault or publishing anything about a breach, injury, lawsuit or regulator.
- Verify journalists still cover your beat by reading their last five articles
- Verify outlet names and contacts before pitching, since the skill notes these lists age quickly
Safety notes: scripts and network access
The skill's listing states that it runs no scripts and makes no network calls. It is a set of written instructions and reference files. It does not give the agent any listed requirements to install. Any research the agent does, such as checking a journalist's articles, depends on the tools available in your own setup, so review what you let it access.
- Runs scripts: no
- Uses network: no
- Requires: nothing listed
What people use it for
- Finding story angles for a software product that has proprietary data
- Drafting a pitch to a reporter after a product milestone
- Answering a HARO or Qwoted query quickly from a founder's perspective
- Building a press page with a press contact address and media kit
- Drafting a holding statement and first-hour checklist after an outage
Frequently asked questions
What is the public-relations agent skill?
It is a skill, meaning a set of written instructions and reference files, that makes an AI agent act like a PR strategist for software products. It covers story angles, journalist and podcast pitches, press requests, press pages, media kits and crisis statements.
How do I install the public-relations skill?
Download the ZIP from this page and unzip it into ~/.claude/skills/ for personal use or into a project's .claude/skills/ folder. In the Claude apps, you can instead upload it under Settings → Capabilities → Skills.
Does the public-relations skill require anything else to run?
The listing states that it requires nothing and does not run scripts or use the network. It is made of instructions and reference files.
Is the public-relations skill free to use?
The source material for this listing is MIT licensed. Check the licence file in the repository for the exact terms before you reuse or redistribute it.
When should I use a different skill instead?
Use directory-submissions for startup, SaaS and AI directory listings, launch for product launches, social for social-media engagement, and cold-email for cold outreach to prospects. The public-relations skill routes those requests to these other skills.
Should I send an AI-drafted crisis statement without review?
No. For breaches, injuries, lawsuits or regulator involvement, the skill says to involve legal counsel before admitting fault or publishing, so drafts should not be sent unreviewed.
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Our verdict
Use this skill if you are a founder or small SaaS team trying to earn press without an agency, want a repeatable outreach routine, or need fast templated responses to a breach, outage or backlash. Skip it if your product has no real story yet, since the skill itself says PR is not worth it in that case, or if you need directory submissions or cold prospect emails, which belong to other skills.
Download the skill