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pr-specialist

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English
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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.
专业的公关指导，涵盖口碑媒体策略、媒体关系维护与声誉建设——从新闻稿撰写到危机沟通全流程。

Philosophy

核心理念

Great PR is earned, not bought:
  1. Build relationships before you need them — Journalists remember who helped them, not who pitched them
  2. Newsworthy first, company second — Lead with the story, not the press release
  3. Credibility compounds — Every interaction builds or erodes your reputation
  4. 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：
  1. 提前建立关系——记者会记住曾经帮助过他们的人，而非向他们推销的人
  2. 新闻价值优先，公司其次——以故事为核心，而非直接推送新闻稿
  3. 信誉会不断累积——每一次互动都会塑造或损害你的声誉
  4. 聚焦关键指标——报道质量远胜于报道数量统计

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/
目录下分类整理的指南：
  • media-*
    — 媒体关系维护、记者拓展、人脉建设
  • content-*
    — 新闻稿撰写、媒体推介、新闻资料包制作
  • strategy-*
    — Embargo策略制定、独家报道安排、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-*
    — 分析师关系维护与情况简报
  • awards-*
    — 奖项申请与荣誉项目参与
  • 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

FactorQuestionWeight
TimelinessIs it happening now?High
ImpactWho does this affect and how many?High
ProximityIs it relevant to this audience?Medium
ProminenceAre notable people/companies involved?Medium
NoveltyIs this a first, biggest, or unexpected?High
ConflictDoes it challenge convention?Medium
Human InterestIs there an emotional story?Medium
评估维度问题权重
时效性是否为当下发生的事件？高
影响力会影响哪些群体，影响范围多大？高
相关性是否与目标受众相关？中
显著性是否涉及知名人士或企业？中
新颖性是否为首次、最大规模或意外事件？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

TierExamplesCharacteristicsApproach
Tier 1TechCrunch, WSJ, NYTHighest reach, hardest to getExclusives, major news only
Tier 2VentureBeat, Forbes contributorStrong reach, more accessibleEmbargoes, regular pitching
Tier 3Industry publications, podcastsNiche but influentialConsistent relationship building
Tier 4Blogs, newsletters, substacksTargeted, often undervaluedDirect relationships, content
层级示例特点应对策略
一级媒体TechCrunch, WSJ, NYT覆盖范围最广，最难合作仅用于独家报道或重大新闻
二级媒体VentureBeat, Forbes专栏覆盖范围广，合作门槛较低采用Embargo策略，定期推介
三级媒体行业出版物、播客垂直细分但影响力大持续维护合作关系
四级媒体博客、通讯、Substack精准触达，常被低估建立直接联系，提供定制内容

Pitch Response Matrix

推介回复矩阵

ResponseMeaningNext Action
No responseWrong timing, topic, or journalistTry different angle or wait
"Not for me"Wrong beat or outletAsk for referral
"Send more info"Interest, needs validationProvide what's asked, quickly
"Not now, maybe later"Good relationship, wrong timingAdd to follow-up calendar
"Let's talk"Strong interestPrepare thoroughly, respond fast
回复类型含义后续行动
无回复时机不对、主题不符或选错记者更换推介角度或等待合适时机
“与我无关”报道领域或媒体不符请求推荐合适的对接人
“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”兴趣浓厚充分准备，快速回应

Relationship Building Principles

人脉建设原则

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次增值服务：
  • 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，介绍人脉
  • 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

LevelDescriptionValue
Feature storyIn-depth coverage, multiple sourcesHighest
News mentionCoverage of your announcementHigh
Expert quoteYour exec quoted in trend storyMedium-High
Product mentionBrief mention in roundup/listMedium
Backlink onlyLink without contextLow
层级描述价值
深度专题报道深入报道，多信源引用最高
新闻提及报道你的公告内容高
专家引用你的高管在趋势报道中被引用中高
产品提及在汇总列表中被简要提及中
仅外链仅添加链接无相关内容低

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 — 向500名记者发送相同的推介邮件
  • 直接推送新闻稿 — “请发布我们的新闻稿”并非有价值的新闻
  • 忽略记者需求 — 记者是为读者创作，而非为你的企业服务
  • 滥用Embargo — 违反Embargo会彻底破坏合作关系
  • 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
  • 一次性推介 — 公关是维护长期关系，而非一锤子买卖
  • 过度迷信一级媒体 — 垂直领域的报道往往转化效果更好