Use when designing or improving a Pr Publicity operating playbook with roles, ordered actions, controls and measures. Use platform skills for channel plans and strategy skills for upstream direction.
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name
playbook-pr-publicity
description
Use when designing or improving a Pr Publicity operating playbook with roles, ordered actions, controls and measures. Use platform skills for channel plans and strategy skills for upstream direction.
Build or improve a repeatable Pr Publicity workflow for a client or delivery team.
Turn an approved objective into roles, controls, handoffs and measurable actions.
Do Not Use When
The task is a single-channel presence plan; use the closest platform-* skill.
The task is upstream positioning or channel choice; use the closest strategy-* skill.
Required Inputs
Artefact
Source/provider
Required?
If absent
Objective, audience and success measure
Approved client brief or accountable owner
Yes
Stop and request the missing decision
Current workflow, assets and performance evidence
Team records, platform exports or supplied artefacts
Conditional
Label the baseline unassessed and use a minimum viable workflow
Roles, budget, timing and approval limits
Delivery owner
Yes for execution
Produce a draft only; do not schedule, spend or publish
Capability and Permission Boundaries
Read supplied artefacts and search relevant evidence. Treat review, audit and planning as read-only. Editing the requested draft is allowed; publishing, messaging, production changes, personal-data processing, spending, destructive actions and certification claims require explicit authority. Use network access only for authorised verification.
Degraded Mode
If accounts, files, network, rendering or current evidence are unavailable, return the narrowest useful qualified Pr Publicity playbook plus an evidence-gap list. Mark each unavailable check not assessed; never convert it into a pass.
Decision Rules
Condition
Action
Failure or risk avoided
A story is promotional but lacks public relevance or proof
Rework the angle or do not pitch
Wasting journalist trust
Inputs and authority are complete
Produce an execution-ready playbook
Unowned actions and hidden assumptions
Evidence or tooling is incomplete
Produce the narrowest qualified draft and a gap list
Treating an unassessed check as passed
Action publishes, spends, contacts people or changes production state
Require explicit approval before action
Unauthorised external impact
Workflow
Confirm the consumer, objective, market, decision owner and permission boundary; stop if the objective or owner is missing.
Inspect supplied evidence and verify volatile claims; record missing inputs rather than filling them with assumptions.
Apply the decision rules, preserve useful existing material and draft the Pr Publicity playbook.
Test each action against platform, privacy, safeguarding, brand and approval constraints; stop and escalate a blocking risk.
Run the quality and anti-slop gates. If a check fails, correct the draft and rerun it before handoff.
Outputs
Artefact
Consumer
Acceptance condition
Pr Publicity playbook
Client owner and delivery team
Uses named inputs, assigns actions, states decisions and contains no unverified specifics
Assumption and gap register
Approver or next workflow
Every missing source, unassessed check and required approval has an owner or next action
Evidence Produced
Evidence
Format
Acceptance condition
Decision and verification record
Inline table or appendix
Each material choice traces to an input, source or labelled assumption
Release-gate result
Completed checklist
No blocking policy, factual, permission or anti-slop finding remains
Quality Standards
Use British English and the specified market context. Recommendations must be executable with the stated capacity, current claims must be verified or qualified, and acceptance conditions must be observable. A worked example must use a labelled scenario, not fabricated client evidence.
Anti-Patterns
Inventing a client fact, benchmark, budget or approval. Fix: cite the source or label the assumption and its effect.
Copying one channel or client pattern unchanged. Fix: tie each choice to the named audience, objective and evidence.
Stating volatile platform or legal details from memory. Fix: verify the current official source or omit the claim.
Treating an inaccessible account, file or metric as healthy. Fix: mark it not assessed and bound the conclusion.
Publishing, spending, messaging or changing production state from planning authority. Fix: obtain explicit action authority.
Delivering actions without owner, timing or acceptance. Fix: assign all three or return the item as an unresolved gap.
Survey, study, or data you commissioned or conducted
A provable "first" or "biggest" in your category
Tie to a current national or regional news trend
Human-interest story (client transformation, founder origin, community impact)
Controversy or contrarian take on an industry issue (handled carefully)
Partnership, expansion, or change that affects the public
Not newsworthy (do not pitch):
General promotions or price reductions
Internal appointments with no public significance
"We're excited to announce…" — without a reason for the reader to care
Routine product updates
Part 2 — The Standard News Release
Every news release follows this format exactly.
FOR IMMEDIATE RELEASE
[HEADLINE — active voice, benefit or outcome-led, present tense]
[SUBHEADLINE — one sentence that adds detail the headline omits]
[City], [Date] — [Lead paragraph: who, what, when, where, why — most important fact first.
Maximum two sentences. Never begin with the company name.]
[Second paragraph: supporting detail, context, and the "so what" for the reader.]
[Third paragraph: quote from a named spokesperson — not a generic statement.
Quote must add information not already in the body.]
[Fourth paragraph: further supporting detail, data, or background.]
[Boilerplate: one paragraph beginning "About [Company Name]:" —
describes the business in two to three sentences.]
For more information:
[Contact name]
[Email address]
[Phone number]
[Website]
###
Rules for every release:
Lead with the most important fact — not the company name
Active voice throughout
Inverted pyramid structure (most important → least important)
Maximum 400 words for the body
One quote from a named person — never "a company spokesperson said"
Every claim must be verifiable
Send plain text or PDF — never Word documents
Do not write the release as an advertisement
Part 3 — The Publicity Kit
A publicity kit (media kit) is sent to journalists before or alongside a pitch. It contains:
Component
Purpose
Biographical profile
Who you are — written in third person, 200 words
Company description
What the business does, for whom, since when — 100 words
Product/service overview
One page describing key offerings and differentiators
Fact sheet
Key figures: founding date, team size, clients served, notable results
Copies of any articles, features, or media mentions already published
Story hooks
3–5 suggested story angles, written as headline-length ideas
Interview questions
10–15 suggested questions a journalist could ask — provided as a courtesy
Delivery: Send as a single PDF or a well-organised folder. Never email 10 individual attachments.
Part 4 — Pitching Journalists
The Query Letter Structure
Use this to pitch a feature article, interview, or column opportunity:
Paragraph 1 — The hook
Why this story, why now? Connect to a current news trend, season, or issue
that makes this timely. One to two sentences.
Paragraph 2 — The story
What exactly would the article or interview cover? What angle?
What will the reader learn or feel? Two to three sentences.
Paragraph 3 — Why you
Your credentials, expertise, or unique position to speak on this topic.
One to two sentences.
Paragraph 4 — Practical details
Proposed length, your availability for interview, any supporting materials
(data, case studies, photography) you can provide.
Sign-off: Name, title, phone, email.
Length: The query letter must fit on one printed page. Journalists are busy.
22 Ways to Get Your Story Published
(Adapted from Hahn, 2003)
Learn what journalists consider newsworthy — read the publication before pitching it
Find a news hook for every release — tie to current events or trends
Time releases to editorial calendars and news cycles
Write in inverted pyramid style — most important information first
Use the standard news release format (Part 2 above) without deviation
Target the right journalist — not the editor-in-chief; find the reporter who covers your beat
Send exclusives for major stories — one outlet gets first rights for 48–72 hours
Follow up by phone once only, 48 hours after sending
Build media relationships before you need them — comment on their articles, attend press events
Create a media kit and keep it permanently up to date (Part 3 above)
Capitalise on national news by making your business the local or specialist angle
Write opinion pieces (op-eds) as a named expert — 600–800 words, no advertising
Create an "expert source" positioning for your sector — be available for comment on breaking news
Use customer success stories as story angles — transformation, impact, and results
Anniversaries, milestones, and firsts are news — plan releases around them in advance
Create an award, index, or ranking in your category — data and recognition are both newsworthy
Sponsor a survey or publish original research — data is the most shareable PR asset
Host an event that creates news — a panel, launch, or public debate
Make yourself available immediately when journalists are on deadline — responsiveness is rare
Use trade press as a platform before targeting consumer press
Register with HARO (Help a Reporter Out) or regional equivalents as an expert source
Never lie, never spin — long-term media credibility is built over years and destroyed in a day
Part 5 — Publicity Calendar
Generate a 12-month publicity calendar with these columns:
Month
News Hook or Angle
Release / Pitch Type
Target Media
Lead Time Required
January
New year goals / resolutions
Opinion piece
Business press
2 weeks
February
Upcoming campaigns (Valentine's)
Feature pitch
Lifestyle / consumer
3 weeks
...
...
...
...
...
Rules for the calendar:
Identify 2–3 newsworthy moments per quarter minimum
Build in 3–4 weeks of lead time for print publications
Flag national holidays and sector events that create natural hooks
Part 6 — Earned Media Tracking
Track all media activity in a simple log:
Date
Outlet
Story Type
Journalist
Status
Link / Clip
Estimated Reach
Review monthly. Calculate:
Total earned media impressions = sum of outlet reach figures for published coverage
Equivalent advertising value (EAV) = estimated cost of buying equivalent space at rate card
Share of voice = your mentions ÷ total category mentions in tracked outlets
Quality Criteria
Good output from this skill:
Every news release passes the "would a journalist run this?" test — it is genuinely newsworthy
The release follows the standard format exactly — inverted pyramid, no advertising language
The publicity kit contains all 8 components, each at the specified word count
The query letter fits on one page and has a genuine time-sensitive hook
The 12-month calendar identifies real, specific news moments — not generic "brand awareness"
Media targets are named publications or outlet types relevant to the client's sector and geography
All content is written in the professional East African English register defined in east-african-english
