Public Relations

Earned Media for Product Leaders

This skill teaches strategic public relations focused on earned media — journalist coverage, podcast interviews, and newsletter features that amplify your reach. Rather than replacing existing distribution channels, PR multiplies their impact through backlinks, brand authority, and AI-citation surface area.

Highlights

• Four distinct PR modes: reactive (capitalize on trending news), proactive (build and pitch media lists), inbound (respond to journalist queries via HARO), and owned (develop press pages and media kits)
• Emphasis on genuine news angles: real data, meaningful milestones, founder narrative, or trend analysis — not marketing buzzwords
• Quality gate checklist: Does the journalist cover your beat? Is there a clear news hook? Can the story stand on its own? Stays under 150 words? Avoids hype terms like "revolutionary"
• Metrics that matter: coverage count and domain authority of outlets, referral traffic, brand search lift, AI model citation rate (does ChatGPT/Perplexity mention you?), and sales conversations citing articles

When to Use This Skill

Use when you have a genuine story worth telling — not every week requires PR. Best for teams with founder or executive bandwidth for sustained outreach, a real destination for coverage (press page, product update, customer case study), and goals beyond vanity metrics.