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Free GTM Skills / Search, AEO and PR

PR brief

Use this skill when something is worth telling the press: is this newsworthy, the PR angle for, brief the PR agency, which outlets for, what's the story. Produces the brief: the angle a journalist would run, the proof behind it, the spokesperson, the target outlets and reporters by beat, the embargo and timing, and the assets the story needs.

By Matt Santos, BOM Growth. Free under the MIT license.

Install

npx skills add BOM-Growth/b2b-gtm-skills --skill pr-brief

Run it in your project folder, then ask Claude Code for pr-brief by name or in your own words.

skills/pr-brief/SKILL.mdView on GitHub

This applies when a release, a customer result, a hire, a funding event or a data point could carry a story. It produces the one-page brief a PR partner or the founder can act on.

Before you start

This skill works on its own. If the person has their own marketing brain (or any folder of context files about their company), read the files listed under reads in the header first and cite them for every fact. If they do not have one, do not look for one: ask for the two or three facts this play needs and go on. Never invent a fact; a blank is a question for the person.

Tools: this play speaks in verbs (check the CRM, pull the call, schedule the post). TOOLS.md at the root of this repo lists the tools recommended for each verb. The company’s own 1-context/stack.md wins when it exists. No tool is required; a spreadsheet and a mail client cover most of it.

The play

  1. Read the context (see Before you start). Name the trigger (release, customer milestone, data, hire, funding, event) and the date.
  2. Find the angle: what changes for the reader, not what the company did. A journalist runs the industry story the company’s news proves; test it against the outlets’ last ten headlines.
  3. Pull proof through permission-check: the customer who will speak, the number that can be published, the screenshot that can be shown. A story with no publishable proof is a blog post, not PR.
  4. Choose the spokesperson and draft their three quotes in founder-voice or the exec’s voice; the customer’s quote through the proof tracker.
  5. Target outlets and reporters by beat, from the trade-press list in 1-context/stack.md or built fresh: who covered the competitor, who covered the category, who covered the customer’s industry.
  6. Set the embargo, the exclusive offer if any, and the timing against 5-current/calendar.md (never into a known dead zone or against a bigger industry story).
  7. Assets: headshot, logo, product screenshots cleared for press, a one-paragraph boilerplate from brand-voice.
  8. Hand to press-release for the release and trade-press-placement for the pitch sequence. Draft only; the human sends.

What good looks like

  • The best operator finds the industry story first and places the company inside it.
  • The mediocre version writes “Company announces feature” and sends it to a wire.
  • Good output is a brief a reporter could turn into a story without a follow-up call.

Rules

  • MUST clear every customer, number and screenshot through permission-check before it enters the brief.
  • MUST check the timing against 5-current/calendar.md.
  • NEVER send a pitch or a release; the human sends.
  • NEVER promise an exclusive to more than one outlet.

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