Digital Pr
Plan digital PR campaigns.
Marketing teams lose hours to ad-hoc, inconsistent digital pr work — Plan digital PR campaigns. Use when: pitching journalists, HARO responses, thought leadership, or E-E-A-T building. This playbook turns the process into a repeatable, brand-aware workflow.
Who it's for: digital marketers, marketing managers, growth marketers
Example
"Run /digital-pr for our brand" → Digital Pr workflow output with brand context, structured inputs captured, process steps executed, and a complete deliverable ready for review.
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
# Digital Pr
# Digital PR & Authority
## When to Use This Skill
Activate this module when the user's request involves any of the following:
- **Earned Media Strategy**: Planning how to get press coverage, media mentions, or editorial features
- **Press Releases**: Writing or optimizing press releases for distribution and pickup
- **Journalist Outreach**: Crafting pitch emails, building media lists, or developing journalist relationships
- **HARO/Connectively Pitching**: Responding to journalist queries on Help A Reporter Out (now Connectively) or similar platformsGet new playbooks like this one
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What This Does
Plan digital PR campaigns.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/digital-pr).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Open the folder in Claude Code and describe your goal. Claude will prompt you for any missing inputs, follow the structured process, and produce a complete deliverable.
Inputs You'll Need
Claude will prompt for the brand context, objective, and any asset references needed to produce the deliverable.
How It Works
Primary Workflow: Digital PR Campaign
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Authority Assessment & Goal Setting
- Audit current authority signals: existing press coverage, backlink profile, social proof, credentials, industry recognition
- Identify the authority gap between current state and where the brand/executive needs to be
- Set specific goals: number of placements, target publications, backlink targets, or awareness metrics
- Determine the primary angle: Is this product-driven, data-driven, personality-driven, or trend-driven PR?
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Media Landscape Mapping
- Identify tier 1, tier 2, and tier 3 target publications for this brand/industry
- Tier 1: Major national/international outlets (NYT, Forbes, BBC, TechCrunch, etc.)
- Tier 2: Respected industry publications and large digital outlets
- Tier 3: Niche blogs, local media, podcasts, and newsletters
- Research journalists who cover this beat at target publications
- Map journalist interests, recent articles, and preferred pitch formats
- Identify relevant podcasts, conferences, and speaking platforms
- Note editorial calendars and upcoming themed issues at target publications
- Identify tier 1, tier 2, and tier 3 target publications for this brand/industry
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Angle Development & Story Crafting
- Identify what makes this brand/person genuinely newsworthy (not just promotional)
- Develop story angles that serve journalist needs:
- Data angle: Original research, survey results, or industry data the brand can share
- Trend angle: How the brand connects to a larger industry or cultural trend
- Counterintuitive angle: A perspective that challenges conventional wisdom
- Human interest angle: Founder story, customer transformation, or mission-driven narrative
- Timely angle: Connection to current events, seasons, or upcoming dates
- Create a story bank of 5-10 pitchable angles ranked by newsworthiness
- Prepare supporting materials for each angle (data, quotes, visuals)
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Pitch Development
- Write customized pitch emails for each target journalist (NOT mass emails)
- Pitch structure:
- Subject line: Specific, newsy, concise (under 60 characters)
- Opening line: Why this matters to their audience (not why it matters to you)
- The hook: The newsworthy element in 2-3 sentences
- The offer: What you can provide (data, interview, exclusive, visuals)
- Credibility: Brief proof of why this source is credible
- CTA: Clear, easy next step
- Keep pitches under 200 words — journalists scan, they don't read
- Prepare a follow-up sequence (one follow-up after 3-5 business days, maximum two total)
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HARO/Connectively Response Protocol
- Set up query monitoring for relevant categories and keywords
- Response framework:
- Answer the journalist's exact question first (in 2-3 sentences)
- Add one unique insight or data point they won't get from other respondents
- Include credentials and relevant experience in 1-2 sentences
- Offer availability for follow-up questions
- Keep total response under 300 words
- Respond within 2-3 hours of query posting (speed is critical)
- Track response rate and placement rate to optimize over time
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Thought Leadership Execution
- Define 3-5 signature topics the executive/brand owns
- Create a content calendar mixing:
- Byline articles for industry publications (1-2 per month)
- LinkedIn long-form posts (2-4 per month)
- Podcast guesting (1-2 per month)
- Speaking engagements (quarterly minimum)
- Original research or data projects (1-2 per year)
- Build a "quotable insights" bank — pre-prepared expert commentary on likely trending topics
- Develop a rapid-response protocol for newsjacking opportunities
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E-E-A-T Signal Building
- Experience: Document real-world experience through case studies, behind-the-scenes content, and practitioner insights
- Expertise: Display credentials, certifications, and specialized knowledge prominently; create expert-level content
- Authoritativeness: Earn mentions and links from authoritative sources, contribute to industry conversations, build a citation profile
- Trustworthiness: Ensure accurate information, transparent sourcing, clear authorship, secure website, and consistent NAP (Name, Address, Phone) data
- Implement author schema markup and detailed author bio pages
- Build topical authority through depth and breadth of expert content
What You Get
A complete, brand-aligned deliverable ready to review, share, or hand off to execution.