Use this skill for the PR-side traction channels: targeting blogs, publicity, and unconventional PR. The output should be a concrete pitch/test plan, not a generic awareness strategy.
Source Traceability
Primary source: Traction, chapters 6-8 and the appendix. Authoring notes: converted lines 903-1232 and 3323-3334.
Channel Selection
- Targeting blogs: use when niche audiences trust independent writers, newsletters, or community blogs.
- Publicity: use when the company has a local, industry, timely, data, or human-interest angle.
- Unconventional PR: use when a remarkable stunt, contest, comparison, customer delight move, or creative asset can carry the story.
Workflow
- Define the traction goal and target customer.
- Choose the PR channel most likely to reach that customer.
- Build a media or creator list with relevance notes.
- Write the hook in one sentence.
- Create the asset: demo, data point, customer story, contest, giveaway, founder narrative, or visual.
- Draft outreach that makes the recipient's job easier.
- Define conversion tracking before outreach starts.
- Run a small test, then decide whether to expand or stop.
Output Format
# PR Traction Plan
## Goal And Audience
- Traction goal:
- Customer:
- PR channel:
## Story Hook
[One sentence.]
## Target List
| Target | Why Relevant | Angle | Outreach Path |
|--------|--------------|-------|---------------|
## Outreach Draft
[Short pitch customized to the target type.]
## Test Design
- Sample size:
- Asset:
- Tracking:
- Success threshold:
- Kill threshold:
## Decision Rules
- Double down if:
- Iterate if:
- Kill if:
Quality Bar
- Do not pitch generic product announcements.
- Make the recipient's audience fit explicit.
- Tie coverage to a measurable conversion path.
- Keep early tests small before scaling outreach.