media-relations
Help users build relationships with journalists and get press coverage. Use when someone is pitching reporters, preparing for media outreach, trying to get press coverage, or managing ongoing journalist relationships.
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/refoundai/lenny-skills --skill media-relations- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads media-relations automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
Media Relations
Help the user build effective relationships with journalists and secure press coverage using insights from 2 product leaders.
How to Help
When the user asks for help with media relations:
- Understand their goal - Ask what kind of coverage they're seeking (launch announcement, thought leadership, feature story) and what stage they're at
- Prepare the story - Help them craft a compelling angle that's newsworthy, not just promotional
- Identify the right targets - Guide them on finding the right reporters and publications for their story
- Execute the pitch - Help them write effective pitches and manage the outreach process
Core Principles
Offer exclusives, pitched one at a time
Emilie Gerber: "I stagger it because we're offering exclusives, and I highly recommend offering exclusives." Don't blast your story to every reporter simultaneously. Offer an exclusive to your top target, wait for their response, then move to the next.
Follow the prep-target-pitch framework
Jason Feifer: "Step one is prep... Step two is figuring out who to pitch... Step three is the actual pitch." Preparation means having your story, angles, and assets ready. Targeting means finding reporters who actually cover your space. Pitching means concise, relevant outreach.
Build relationships before you need them
The best media relationships are built over time, not when you need coverage. Engage with journalists' work, provide helpful information even when you don't have news, and become a trusted source.
Think about what's interesting to readers, not you
Reporters care about their readers, not your company. Frame your story around trends, problems, or insights that their audience cares about. Your product is the supporting detail, not the headline.
Questions to Help Users
- "What's the angle that makes this newsworthy beyond just being your announcement?"
- "Who are the specific reporters who cover companies like yours? Have you read their recent work?"
- "Do you have assets ready - images, quotes, data - that make the reporter's job easier?"
- "Are you offering this as an exclusive? Who's your top target outlet?"
- "What's your timeline? Do you have flexibility to work with the reporter's schedule?"
Common Mistakes to Flag
- Mass pitching - Sending the same pitch to dozens of reporters signals you don't understand how press works. Pitch one at a time with exclusives
- Leading with the company, not the story - Reporters don't care about your funding or launch. They care about what's interesting to their readers
- Rigid timelines - Prioritize getting the right coverage over hitting an arbitrary date. Be flexible with reporter schedules
- No preparation - Having to scramble for images, quotes, or details after a reporter expresses interest signals you're not ready
Deep Dive
For all 2 insights from 2 guests, see references/guest-insights.md
Related Skills
- Launch Marketing
- Positioning & Messaging
- Brand Storytelling
- Content Marketing
FAQ
What does the media-relations skill do?
Help users build relationships with journalists and get press coverage. Use when someone is pitching reporters, preparing for media outreach, trying to get press coverage, or managing ongoing journalist relationships.
How do I install media-relations?
Run npx skills add https://github.com/refoundai/lenny-skills --skill media-relations in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/media-relations/ (personal) or .claude/skills/media-relations/ (project).
Which AI agents can use media-relations?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is media-relations safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains media-relations?
It is published by refoundai in refoundai/lenny-skills. It has 1,518 recorded installs.
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