Skill: samber/press-release-writer (version 1.0.2)

--- name: press-release-writer description: "Write professional press releases for any occasion, media type, and country. Use when the user wants to write, draft, or improve a press release, communiqué de presse, media announcement, news release, or PR statement — including product launches, funding rounds, partnerships, crisis communications, earnings, executive hires, events, M&A, open source milestones, and media advisories. Covers all release types, media targets (print, digital/wire, broadcast, social/SMPR, trade press), and region-specific conventions (Western/Eastern Europe, Americas, Middle East, Africa, Asia, Oceania). Also trigger when the user says 'I need to announce something' or 'how do I tell the press about X.'" user-invocable: true license: MIT compatibility: Designed for Claude or similar AI agents. metadata: author: samber version: "1.0.2" openclaw: emoji: "📰" homepage: https://github.com/samber/cc-skills allowed-tools: Read Edit Write Glob Grep Agent AskUserQuestion --- **Persona:** You are an expert PR writer who combines journalistic discipline with strategic communication. You write press releases that journalists actually want to read: factual, structured, newsworthy, and free of marketing fluff. ## Core Philosophy A press release is a **news document**, not an advertisement. If there is no genuine news, no amount of craft will save the release. 72% of journalists still cite press releases as their most useful PR resource, but 77% of pitches they receive are irrelevant. Your job is to find the news angle and present it in the format journalists expect. ## Workflow ### Step 1: Gather Context Before writing, collect the information below. Extract what you can from any brief or document the user provides and only ask for what's missing. **Required:** 1. **The news** — What happened? What changed? Why now? 2. **Release type** — Product launch, funding, partnership, crisis, M&A, earnings, event, award, executive hire, open source milestone? 3. **Target audience** — Which journalists/outlets? Trade press or general? 4. **Target region/market** — Determines style guide, dateline, regulatory requirements, optimal send timing 5. **Target media format** — Print, digital/wire, broadcast, social, or all? 6. **Company info** — Name, what it does, HQ, key figures 7. **Spokesperson(s)** — Name, title, quote message 8. **Supporting data** — Numbers, statistics, proof points 9. **Embargo** — Date, time, timezone if applicable 10. **Language** — French, English, other? **Nice to have:** boilerplate, press contact, multimedia assets, distribution plan. ### Step 2: Identify the News Angle Articulate the angle in one sentence. Validate against news values (impact, timeliness, prominence, novelty, proximity). If the angle is weak, tell the user and suggest how to strengthen it. ### Step 3: Read the Relevant References Based on context gathered, read the appropriate reference files: - **Always read**: [Press release types](references/press-release-types.md) for the template matching the release type - **If targeting a specific region**: [Regional conventions](references/regional-conventions.md) for style guide, dateline, regulations, optimal send times, and cultural expectations - **If adapting for a specific media format**: [Media formats](references/media-formats.md) for format-specific adaptations - **If preparing a journalist email pitch**: [Journalist email pitch](references/journalist-email-pitch.md) for subject lines, hook types, email structure, and follow-up cadence - **For writing style guidance**: [Writing principles](references/writing-principles.md) for detailed rules on tone, language, and quotes - **For delivery format options**: [Output options](references/output-options.md) for markdown, Word, email-ready, bilingual, press kit formats ### Step 4: Propose Headline Variants Before writing, present **5 to 10 headline options** using different hook types. Vary the approach across options — mix data-driven, question, bold claim, contrast, human interest, urgency, and counterintuitive hooks. For each variant, label the hook type used. Ask the user which headline and hook direction they prefer before proceeding to the draft. ### Step 5: Write the Press Release Follow the **inverted pyramid**: most important information first, supporting details in descending order. Every paragraph should be removable from the bottom without destroying the core message. **Universal structure:** ``` [RELEASE DESIGNATION] FOR IMMEDIATE RELEASE / EMBARGO [HEADLINE] Sentence case. Core news. [SUBHEADLINE] (optional) ~20 words. Secondary angle. [DATELINE] -- [LEAD] Answer 5W1H in exactly 25-35 words. Count them. [BODY 1] Expand on lead. Primary data point. [QUOTE 1] Senior executive. Insight, not "We're thrilled." [BODY 2] Additional context, market data. [QUOTE 2] (optional) Third party -- customer, partner, investor. [BODY 3] (if needed) Future plans, availability, CTA. [BOILERPLATE] About [Company]. ~100 words. Factual. No superlatives. [MEDIA CONTACT] Name, title, email, phone. ### ``` ### Step 6: Apply Quality Checks - [ ] Lead answers 5W1H in 25-35 words (count them — under 25 is too thin, over 35 buries the news) - [ ] Total length 300-500 words - [ ] Inverted pyramid respected - [ ] Third person throughout (no "we"/"our" outside quotes) - [ ] Active voice dominant - [ ] No unsupported superlatives - [ ] No banned phrases: "thrilled," "excited to announce," "proud to," "innovative," "cutting-edge," "world-class," "synergy" - [ ] Attribution verb is "said" - [ ] At least one concrete number or data point - [ ] Quotes add insight, not empty enthusiasm - [ ] Correct dateline and style guide for target region - [ ] Boilerplate present, under 100 words - [ ] End mark (### or -30-) ### Step 6b: Humanize Invoke a humanizer skill (e.g. "humanize", "humanizer", "de-slop", "natural writing check", "AI detection cleanup", "rewrite like a human") to remove AI-generated patterns — inflated language, predictable sentence rhythm, hollow transitions. Journalists spot AI copy immediately and discard it. **Preserve the headline and lead.** The headline (Step 4) and lead paragraph (5W1H in 25-35 words) were deliberately crafted for news impact. Instruct the humanizer to leave them intact — loosening them for "naturalness" breaks the inverted pyramid and the word-count constraint. ### Step 7: Deliver with Context Present the press release with: 1. **The press release** in the target language 2. **Angle note** — why you chose this angle ### Step 8: Suggest Next Steps After delivering the press release, suggest actionable next steps: - **Distribution recommendation** — optimal send day/time for the target market (see regional conventions), channel mix, embargo considerations - **Email pitch to journalists** — offer to draft a pitch email with hook and subject line variants (see [journalist email pitch](references/journalist-email-pitch.md)) - **Social media teaser** — offer to draft social posts to amplify the announcement - **Journalist shortlist criteria** — suggest how to build a targeted journalist list for this release

path: evals/evals.json
content: {
  "skill_name": "press-release-writer",
  "evals": [
    {
      "id": 1,
      "name": "us-product-launch",
      "prompt": "Write a press release for TechFlow, a SaaS company based in Nashville, announcing their new AI-powered analytics dashboard. Price is $49/mo, launching March 15. CEO is Sarah Chen. They have 10,000 users and grew 200% last year.",
      "assertions": [
        {"id": "1.1", "text": "Headline uses sentence case (not Title Case for every word)", "type": "llm"},
        {"id": "1.2", "text": "Lead paragraph answers 5W1H (who/what/where/when/why/how) in 35 words or fewer", "type": "llm"},
        {"id": "1.3", "text": "Contains NONE of these banned phrases: thrilled, excited to announce, proud to, innovative, cutting-edge, world-class, synergy, game-changing, revolutionary", "type": "llm"},
        {"id": "1.4", "text": "All quote attributions use only the verb 'said' (not stated, commented, shared, noted, expressed, remarked, added, explained)", "type": "llm"},
        {"id": "1.5", "text": "No first person (we/our/us) appears outside of direct quotes", "type": "llm"},
        {"id": "1.6", "text": "Dateline treats Nashville as a standalone city (no state abbreviation) per AP style", "type": "llm"},
        {"id": "1.7", "text": "Ends with a recognized end mark: ### or -30-", "type": "llm"},
        {"id": "1.8", "text": "Total length is between 300 and 500 words", "type": "llm"}
      ]
    },
    {
      "id": 2,
      "name": "french-market-launch",
      "prompt": "Write a press release in French for DataViz, a Paris-based data visualization startup, announcing their new platform for retail analytics. CEO is Marc Dupont. Price starts at 29 euros/mois, available April 1. 500 clients in beta.",
      "assertions": [
        {"id": "2.1", "text": "Uses French guillemets (« ») for all quotes, not English quotation marks", "type": "llm"},
        {"id": "2.2", "text": "Dateline includes 'le' per AFP format (e.g., PARIS, le 1er avril 2026 --)", "type": "llm"},
        {"id": "2.3", "text": "Written entirely in third person — no 'nous', 'notre', 'nos' outside quotes", "type": "llm"},
        {"id": "2.4", "text": "Contains a release designation such as 'POUR DIFFUSION IMMEDIATE' or embargo notice", "type": "llm"},
        {"id": "2.5", "text": "Includes an 'A propos de' or 'A propos de DataViz' boilerplate section", "type": "llm"}
      ]
    },
    {
      "id": 3,
      "name": "crisis-data-breach",
      "prompt": "Our company CloudSafe (cloud security provider, San Francisco) just discovered a data breach affecting 50,000 customer accounts. Personal data including email addresses and hashed passwords were exposed. We've notified law enforcement. Write the press release.",
      "assertions": [
        {"id": "3.1", "text": "First substantive paragraph acknowledges impact on affected people BEFORE describing company actions (Care before Control)", "type": "llm"},
        {"id": "3.2", "text": "Does NOT speculate on the cause of the breach or assign blame to any party", "type": "llm"},
        {"id": "3.3", "text": "Lists specific corrective actions already taken (not vague promises)", "type": "llm"},
        {"id": "3.4", "text": "States specific next steps with a timeline or date for next update", "type": "llm"},
        {"id": "3.5", "text": "Provides a dedicated media contact (not a generic press line or company phone number)", "type": "llm"},
        {"id": "3.6", "text": "Contains ZERO positive marketing language (no 'thrilled', 'excited', 'proud', 'innovative', 'leading')", "type": "llm"},
        {"id": "3.7", "text": "Headline uses neutral framing like 'Statement Regarding' — not sensationalist or minimizing", "type": "llm"}
      ]
    },
    {
      "id": 4,
      "name": "series-b-funding",
      "prompt": "Write a press release: GreenLogic raised $45M Series B led by Sequoia Capital, with participation from a16z. Company does supply chain sustainability software, based in Berlin. CEO is Thomas Weber. They'll use funds to expand to US market and hire 100 engineers. Current ARR is $12M, 300% YoY growth, 200 enterprise customers.",
      "assertions": [
        {"id": "4.1", "text": "First paragraph contains ALL FOUR: amount ($45M), round type (Series B), lead investor (Sequoia), and primary use of funds", "type": "llm"},
        {"id": "4.2", "text": "Includes a quote attributed to the lead investor (Sequoia) explaining their investment thesis", "type": "llm"},
        {"id": "4.3", "text": "Mentions key company metrics (ARR, growth rate, customer count)", "type": "llm"},
        {"id": "4.4", "text": "No banned phrases (thrilled, excited to announce, proud to, innovative, cutting-edge, world-class, synergy)", "type": "llm"},
        {"id": "4.5", "text": "Attribution verb is only 'said' for all quotes", "type": "llm"}
      ]
    },
    {
      "id": 5,
      "name": "partnership-double-dateline",
      "prompt": "Write a press release about a partnership between PayFlow (London fintech) and ShopEase (New York e-commerce platform). They're integrating PayFlow's payment API into ShopEase's platform to offer one-click checkout to ShopEase's 50,000 merchants. PayFlow CEO is James Wilson, ShopEase CEO is Lisa Park.",
      "assertions": [
        {"id": "5.1", "text": "Dateline includes BOTH cities (London and New York) as a double dateline", "type": "llm"},
        {"id": "5.2", "text": "Both company names appear in the headline", "type": "llm"},
        {"id": "5.3", "text": "Contains quotes from BOTH organizations (PayFlow and ShopEase)", "type": "llm"},
        {"id": "5.4", "text": "Both company boilerplates are included (About PayFlow AND About ShopEase)", "type": "llm"},
        {"id": "5.5", "text": "Media contacts listed for both companies", "type": "llm"}
      ]
    },
    {
      "id": 6,
      "name": "open-source-milestone",
      "prompt": "Write a press release: The open-source project FastQuery (a database query optimizer) just released v3.0. Key changes: 40% faster query parsing, new PostgreSQL support, reduced memory usage by 60%. 15,000 GitHub stars, 500 contributors, 2M monthly downloads. Maintained by the FastQuery Foundation. Lead maintainer is Priya Sharma.",
      "assertions": [
        {"id": "6.1", "text": "Contains ZERO marketing language: no 'revolutionary', 'game-changing', 'cutting-edge', 'disruptive', 'world-class', 'innovative'", "type": "llm"},
        {"id": "6.2", "text": "Includes specific concrete benchmarks (40% faster, 60% less memory) — not vague 'significant improvements'", "type": "llm"},
        {"id": "6.3", "text": "Explicitly acknowledges the community and contributors", "type": "llm"},
        {"id": "6.4", "text": "Mentions the license type and/or provides a GitHub URL reference", "type": "llm"},
        {"id": "6.5", "text": "Quote from maintainer thanks or acknowledges the community, not corporate marketing speak", "type": "llm"}
      ]
    },
    {
      "id": 7,
      "name": "us-earnings-release",
      "prompt": "Write a press release for Q3 2026 earnings: MegaCorp (NYSE: MEGA), based in Chicago. Revenue $2.3B (+15% YoY), net income $340M (+22% YoY), EPS $4.52 vs $3.71 last year. Non-GAAP EPS $5.10. Guidance: Q4 revenue $2.5-2.6B. CEO is Robert Kim.",
      "assertions": [
        {"id": "7.1", "text": "GAAP figures are presented BEFORE non-GAAP figures (not the other way around)", "type": "llm"},
        {"id": "7.2", "text": "Includes the ticker symbol (NYSE: MEGA) in the release", "type": "llm"},
        {"id": "7.3", "text": "Contains forward-looking statement safe harbor / cautionary language", "type": "llm"},
        {"id": "7.4", "text": "Mentions non-GAAP reconciliation or where to find it", "type": "llm"},
        {"id": "7.5", "text": "Includes guidance about release timing relative to market hours (before open or after close)", "type": "llm"}
      ]
    },
    {
      "id": 8,
      "name": "journalist-email-pitch",
      "prompt": "Draft an email pitch to a tech journalist at TechCrunch about the GreenLogic $45M Series B funding. The journalist covers enterprise SaaS and sustainability tech. Include the full press release in the email body.",
      "assertions": [
        {"id": "8.1", "text": "Subject line is under 60 characters", "type": "llm"},
        {"id": "8.2", "text": "Pitch text above the press release is 3 paragraphs or fewer", "type": "llm"},
        {"id": "8.3", "text": "Full press release is pasted in the email body, NOT described as an attachment", "type": "llm"},
        {"id": "8.4", "text": "Opening uses a recognizable hook type (data hook, trend hook, exclusive hook, etc.) — not a generic 'I am writing to inform you'", "type": "llm"},
        {"id": "8.5", "text": "Includes a specific CTA: interview offer, exclusive data, demo, or similar", "type": "llm"},
        {"id": "8.6", "text": "References the journalist's beat (SaaS, sustainability) to show personalization", "type": "llm"}
      ]
    },
    {
      "id": 9,
      "name": "german-market-lidar",
      "prompt": "Write a press release in German for AutoTech GmbH, a Munich-based autonomous driving startup. They're launching a new LIDAR sensor for European automakers. CEO is Dr. Klaus Fischer. Product available Q2 2026, pricing on request. 5 pilot customers including BMW and Audi.",
      "assertions": [
        {"id": "9.1", "text": "Does NOT use 'weltfuhrend', 'weltweit fuhrend', or equivalent superlatives like 'marktfuhrend' without data backing", "type": "llm"},
        {"id": "9.2", "text": "Mentions or notes that a press image/photo should accompany the release (mandatory for German media)", "type": "llm"},
        {"id": "9.3", "text": "Maintains extremely formal tone throughout — no casual or promotional language", "type": "llm"},
        {"id": "9.4", "text": "Dateline follows dpa format with period after day number (e.g., MUNCHEN, 27. Marz 2026 --)", "type": "llm"},
        {"id": "9.5", "text": "Uses the term 'Pressemitteilung' or appropriate German equivalent for the release type", "type": "llm"}
      ]
    },
    {
      "id": 10,
      "name": "local-award-trap",
      "prompt": "Write a press release: Our company InnoSoft won the 'Tech Innovation Award 2026' from the Regional Business Chamber of Commerce in Dubuque, Iowa. We're a 15-person software consultancy. CEO is Mike Thompson.",
      "assertions": [
        {"id": "10.1", "text": "Does NOT use 'prestigious' or 'world-renowned' to describe a local/regional award from a chamber of commerce", "type": "llm"},
        {"id": "10.2", "text": "Clearly identifies the granting organization (Regional Business Chamber of Commerce, Dubuque)", "type": "llm"},
        {"id": "10.3", "text": "Keeps proportionate tone — does not oversell a local award as if it were a global recognition", "type": "llm"},
        {"id": "10.4", "text": "No banned phrases (thrilled, excited to announce, proud to, innovative, cutting-edge, world-class, synergy)", "type": "llm"},
        {"id": "10.5", "text": "Mentions the criteria or category for which the award was given", "type": "llm"}
      ]
    },
    {
      "id": 11,
      "name": "next-steps-suggestion",
      "prompt": "Write a press release for HealthAI, a Boston-based health tech startup launching an AI diagnostic tool for dermatologists. CEO Dr. Amanda Liu. FDA 510(k) cleared. $199/month per practice. 95% accuracy in clinical trials with 10,000 cases.",
      "assertions": [
        {"id": "11.1", "text": "After the press release, suggests optimal distribution timing/channel for the target market", "type": "llm"},
        {"id": "11.2", "text": "After the press release, offers to draft a journalist email pitch", "type": "llm"},
        {"id": "11.3", "text": "After the press release, suggests social media teaser or amplification", "type": "llm"},
        {"id": "11.4", "text": "The press release itself contains at least one concrete data point (95% accuracy, 10,000 cases, FDA clearance)", "type": "llm"},
        {"id": "11.5", "text": "Includes angle note explaining why this news angle was chosen", "type": "llm"}
      ]
    },
    {
      "id": 12,
      "name": "broadcast-adaptation",
      "prompt": "Adapt this news for a TV broadcast script: TechFlow launched an AI analytics dashboard priced at $49/month. CEO Sarah Chen says the product reduces data analysis time by 70%. 10,000 users signed up during beta.",
      "assertions": [
        {"id": "12.1", "text": "Majority of sentences are 12 words or fewer (writing for the ear)", "type": "llm"},
        {"id": "12.2", "text": "Uses contractions (it's, don't, won't, they're, etc.) for natural speech", "type": "llm"},
        {"id": "12.3", "text": "Attribution comes BEFORE the quote content (e.g., 'The CEO said the product...' not '...the CEO said')", "type": "llm"},
        {"id": "12.4", "text": "Large numbers are written out or rounded for readability (e.g., 'about ten-thousand' or 'nearly fifty dollars' rather than '10,000' or '$49')", "type": "llm"},
        {"id": "12.5", "text": "Includes pronunciation guide for any unusual names, OR avoids abbreviations on first reference", "type": "llm"}
      ]
    }
  ]
}


path: references/journalist-email-pitch.md
content: # Journalist Email Pitch Guide

Read this file when preparing an email to pitch a press release to journalists. The pitch email is often more important than the press release itself — a bad pitch means the release never gets read.

## Golden Rules

- **Paste the full press release in the email body.** Never attach it as a file. Journalists won't open attachments from unknown senders.
- **Keep the pitch above the release to 3-5 sentences max.** The pitch is the appetizer; the release is the main course.
- **One journalist, one email.** Never BCC a list. Personalize every pitch.
- **Research the journalist first.** Read their last 3-5 articles. Reference something specific they wrote.

---

## Subject Line Patterns

The subject line determines whether the email gets opened. 47% of journalists decide to open a pitch based on subject line alone.

### Proven Formulas

| Pattern | Example | When to use |
| --- | --- | --- |
| **Data-driven** | "European SaaS churn drops 23% — new report" | You have a surprising number |
| **Exclusive offer** | "Exclusive: [Company] to acquire [Target] for $2B" | Offering an exclusive to one journalist |
| **Timely hook** | "Ahead of EU AI Act deadline: [Company] launches compliance tool" | Riding a news cycle or regulation |
| **Question** | "Why are 40% of French retailers switching to [X]?" | The question is genuinely interesting |
| **Name-drop** | "[Known Company] partners with [Your Company] on [outcome]" | The partner is more recognizable |
| **Local angle** | "Lyon startup raises EUR 15M to bring [X] to French hospitals" | Targeting a regional journalist |
| **Contrarian** | "Against the trend: [Company] hires 200 while sector cuts jobs" | The news defies expectations |
| **Simple announcement** | "[Company] launches [Product] — first [category] to [do X]" | The news is strong enough to stand alone |

### Subject Line Rules

- **Under 50 characters ideal, 60 characters hard maximum.** Mobile email clients (Gmail, Outlook) truncate at 41-50 characters on most phones. Desktop shows ~60. If the newsworthy element is cut off, the pitch fails before it starts.
- No ALL CAPS (spam filter trigger)
- No exclamation marks
- No "PRESS RELEASE:" prefix (obvious and wastes characters)
- Include the most newsworthy element in the first 40 characters
- Suggest 2-3 subject line variants so the user can A/B test or pick by feel

---

## Hook Types

The first 1-2 sentences of the pitch email must hook the journalist. Choose the hook type based on your strongest asset.

### 1. Data Hook

Lead with a surprising statistic or data point that creates a "wait, really?" reaction.

**Template:** `[Surprising stat]. [Company] just released [thing] that [addresses this]...`

**Example:** "47% of European e-commerce returns are now processed by AI, up from 12% two years ago. [Company] is launching the platform behind that shift."

**Best for:** Research reports, product launches with metrics, market trend stories.

### 2. Trend Hook

Connect your news to a broader trend the journalist is already covering.

**Template:** `You've been covering [trend]. [Company] just [action] that [connects to trend]...`

**Example:** "I saw your piece on the SaaS consolidation wave last week. [Company] just closed a $50M round specifically to acquire three smaller competitors in the [space]."

**Best for:** Funding, partnerships, market moves.

### 3. Contrarian Hook

Challenge conventional wisdom or highlight something that defies expectations.

**Template:** `Everyone says [common belief]. [Company]'s data shows the opposite...`

**Example:** "The narrative says remote work kills company culture. [Company] just hit 98% employee retention after three years fully remote — here's how."

**Best for:** Research, executive hires, culture stories, counter-trend announcements.

### 4. Exclusive Hook

Offer something no other journalist has: early access, exclusive data, first interview.

**Template:** `I'd like to offer you an exclusive on [news] before we go public on [date]...`

**Example:** "We're announcing a major product pivot on March 15. I'd like to offer you an exclusive briefing with our CEO this week, with an embargo until launch day."

**Best for:** Major launches, funding rounds, M&A, executive changes. Use sparingly — an "exclusive" offered to 20 journalists is not exclusive.

### 5. Local Angle Hook

Localize a national or global story for the journalist's geographic beat.

**Template:** `[Company]'s new [thing] will directly affect [local area/industry] by [specific impact]...`

**Example:** "The new logistics hub [Company] is opening in Toulouse will create 300 jobs in Occitanie and serve as the Southern European distribution center."

**Best for:** Expansion announcements, hiring, events, regional impact stories.

### 6. Human Interest Hook

Lead with a person, not a company. Journalists write about people.

**Template:** `[Person] spent [time] doing [thing]. Now they're [action that ties to news]...`

**Example:** "Marie Dupont spent 15 years as an ER nurse watching patient data get lost between systems. She just raised EUR 8M to fix the problem she lived every day."

**Best for:** Founder stories, executive hires, mission-driven companies, startup funding.

### 7. Timeliness Hook

Piggyback on breaking news, an upcoming event, or a calendar moment.

**Template:** `With [event/date] approaching, [Company] is [action]...`

**Example:** "Two weeks before Black Friday, [Company] is releasing data showing that 60% of European retailers still can't handle return surges — and launching a tool to fix it."

**Best for:** Seasonal products, event-adjacent launches, regulatory deadlines.

### 8. Problem-Solution Hook

Name a pain point the journalist's audience recognizes, then introduce the solution.

**Template:** `[Audience] has long struggled with [problem]. [Company] just launched [solution] that [specific result]...`

**Example:** "French SMBs spend an average of 12 hours per month on VAT compliance. [Company]'s new platform automates 90% of the process — verified in a pilot with 500 businesses."

**Best for:** Product launches, B2B tools, market entry.

---

## Email Body Structure

Keep the pitch to **3 paragraphs maximum** above the press release:

### Paragraph 1: The Hook (1-2 sentences)

Use one of the hook types above. This is the only sentence many journalists will read.

### Paragraph 2: The News Summary (2-3 sentences)

What is the news, in plain language? Why should this journalist care? What's the most compelling data point?

### Paragraph 3: The CTA (1-2 sentences)

What are you offering? Interview with the CEO? Exclusive access? A demo? Early data? Be specific.

**Example full pitch:**

> Subject: Lyon startup raises EUR 15M to automate hospital logistics
>
> Hi [First Name],
>
> French hospitals waste an estimated EUR 2.1B annually on manual supply chain management — a number that grew 18% post-COVID. [Company], based in Lyon, just raised EUR 15M in Series A to automate the process.
>
> The round was led by [Investor]. In a 6-month pilot with CHU de Lyon, [Company] reduced supply waste by 34% and freed 12 hours per week of nursing staff time. The funding will be used to expand to 50 hospitals across France by end of 2027.
>
> I can arrange a call with CEO [Name] this week if you're interested. Full details below.
>
> [FULL PRESS RELEASE PASTED HERE]

---

## Follow-Up Cadence

Most coverage comes from follow-ups, not initial pitches. But there's a line between persistent and annoying.

| Timing | Action | Tone |
| --- | --- | --- |
| **Day 0** | Send initial pitch | Professional, concise |
| **Day 2-3** | First follow-up | Brief. "Wanted to make sure this didn't get buried. Happy to provide [additional asset]." |
| **Day 5-7** | Second follow-up (final) | Offer a new angle or asset. "Since I last wrote, [new development]. Would this change the story for you?" |
| **After 7 days** | Stop. Move on. | Do not send a third follow-up. If they haven't replied, they're not interested in this story. |

### Follow-Up Rules

- **Never** resend the same email with "bumping this" or "just following up"
- Each follow-up must add value: a new data point, a new angle, or an offer (interview, exclusive, demo)
- If the journalist says no, thank them and move on. Burning a relationship costs more than one story.
- Track pitches in a spreadsheet: journalist, outlet, date sent, follow-ups, response

---

## What NOT to Do

| Mistake | Why it fails |
| --- | --- |
| BCC a list of 200 journalists | Impersonal, often caught by spam filters, and journalists talk to each other |
| "Dear journalist" or "Dear editor" | Shows you didn't research who you're emailing |
| Attach the press release as a PDF/Word file | Won't be opened. Paste the full text in the body |
| Write a 500-word pitch email | The pitch is not the story. Keep it to 3-5 sentences |
| Send on Friday afternoon | Lowest open rates of the week. Tue-Thu mornings are optimal |
| Use "PRESS RELEASE" in subject line | Spam trigger. Let the news speak for itself |
| Pitch something the journalist doesn't cover | Research their beat. A fintech reporter won't cover your restaurant launch |
| Follow up 5+ times | Harassment. Two follow-ups max, then stop |
| Lie about exclusivity | If you offered an "exclusive" to multiple journalists, you've burned all those relationships permanently |


path: references/media-formats.md
content: # Media Format Adaptations

Read this file when adapting a press release for a specific media format. Each section covers format-specific requirements, writing adjustments, and distribution considerations.

## Table of Contents

1. [Print Media](#print)
2. [Digital / Wire Service](#digital)
3. [Broadcast (TV and Radio)](#broadcast)
4. [Social Media Press Release (SMPR)](#social)
5. [Trade / Industry Press](#trade)
6. [Multimedia Enhancement](#multimedia)

---

## Print Media {#print}

### Format Expectations

- AP/AFP/PA style formatting depending on country
- Third-person, past tense for news events (present tense for ongoing situations)
- High-resolution images with **typed captions** (never stapled/attached to release)
- Print-ready PDF version often appreciated alongside plain text

### Lead Times

Plan distribution well in advance based on publication type:

- **National monthly magazines**: 4-6 months ahead
- **Weekly magazines**: 2-8 weeks ahead
- **Daily newspapers (features/sections)**: 2-3 weeks ahead
- **Daily newspapers (hard news)**: 1-3 days ahead (or same day for breaking news)
- **Sunday supplements**: 4-6 weeks ahead

### Embargo Protocol

Embargoes are an agreement, not a unilateral declaration.

- Write "EMBARGOED UNTIL [Date], [Time] [Timezone]" prominently at the top
- **Critical**: Wait for each journalist's explicit agreement BEFORE sending embargoed material
- If a journalist does not agree to the embargo before receiving the material, there is no embargo
- Follow up with a reminder 24 hours before embargo lifts
- If the embargo breaks (someone publishes early), release to all immediately

### What Print Journalists Need

- Clean, scannable text (no fancy formatting, no HTML)
- Factsheet or backgrounder as a separate document
- Professional headshots of quoted executives (300 dpi minimum)
- Product images (high-res, white background preferred for print)
- Permission/attribution requirements for all images

---

## Digital / Wire Service {#digital}

### Wire Service Requirements

Wire services (PR Newswire, Business Wire, GlobeNewswire) have specific formatting rules:

**Universal wire rules:**

- Headlines under 100 characters (ideal: 65 for Google SERP display)
- Subheadline under 160 characters
- Body between 300-500 words
- Include company ticker symbol for public companies: "[Company Name] (NYSE: TICK)"
- End with ### or -30-

**SEO optimization for digital:**

- Primary keyword in first 56 characters of headline
- Natural keyword distribution in first 250 words
- 1-3 hyperlinks (most important link in first paragraph)
- Implement NewsArticle schema markup if publishing on own newsroom
- Alt text for all images (descriptive, keyword-aware)

**Hyperlink best practices:**

- Maximum 3 links in the release body
- Use descriptive anchor text, not "click here"
- First link should point to the most important landing page
- Include UTM parameters for tracking: `?utm_source=press_release&utm_medium=wire&utm_campaign=[campaign_name]`
- Google's John Mueller has stated that press release links are "likely to be ignored" for direct link-building, but earned media links from coverage are valuable

**GEO (Generative Engine Optimization):** Press releases increasingly serve as source material for AI answer engines (ChatGPT, Perplexity, Google AI Overviews). Optimize for AI citation:

- Clear entity definitions in the first paragraph ("X is a [category] company that [does what]")
- Answer-ready sections that stand alone as quotable passages
- Include a FAQ section at the end with 3-5 common questions and concise answers
- Use structured data and schema markup
- Descriptive alt text on all media assets

### Wire Service Comparison

| Feature | PR Newswire | Business Wire | GlobeNewswire |
| --- | --- | --- | --- |
| Membership | $195/year required | No membership | No membership |
| Base price | $325+ per release | $400+ per release | $195+ per release |
| Reach | 4,000+ sites, 170+ countries | 162 countries | 158 countries, 35+ languages |
| Strength | Largest journalist network | Investor relations (Berkshire Hathaway) | AI tools, real-time analytics |
| Multimedia | Standard multimedia | Interactive carousels | Standard + AI generator |

---

## Broadcast (TV and Radio) {#broadcast}

### Fundamental Differences

Broadcast writing is **writing for the ear**, not the eye. Every rule changes.

### Writing Rules for Broadcast

- **Sentence length**: 8-12 words maximum (vs 20+ for print)
- **Contractions**: Use them — always ("it's," "don't," "won't," "they're," "we've"). Broadcast copy without contractions sounds robotic and immediately signals a press release being read verbatim, which producers reject
- **Attribution first**: "The CEO said the company plans to..." NOT "The company plans to..., the CEO said"
- **No abbreviations**: Spell out everything. "The Federal Bureau of Investigation" on first reference, "the F-B-I" (hyphenated for reading) on second
- **Numerals**: Write out for readability. "about two-thousand" not "approximately 2,000"
- **Present tense preferred**: "The company says" not "The company said"
- **Active voice mandatory**: No passive constructions
- **Round numbers**: "nearly 50-thousand users" not "49,847 users"
- **Avoid direct quotes in body text**: Paraphrase instead, or use actuality/soundbite references

### Timing and Pacing

- Average speaking rate: 150-160 words per minute
- A 30-second story = ~75 words
- A 60-second story = ~150 words
- Time your script by reading aloud

### Soundbite Optimization

If you include a suggested quote for broadcast, make it:

- Under 15 seconds when spoken aloud (~35 words)
- Self-contained (makes sense without surrounding context)
- Conversational, not corporate
- Emotionally resonant or surprising

### Video News Releases (VNRs)

- Cost: $10,000-$80,000 to produce
- 90% of US newsrooms use supplied video
- FCC requires source disclosure (though compliance is low)
- Provide B-roll separately for stations that want to edit
- Include natural sound (factory floor, event ambiance, etc.)
- Provide multiple formats: broadcast-quality and web-optimized

### What Broadcast Journalists Need

- Media advisory with logistics (who is available for interview, where, when)
- Suggested interview questions
- B-roll footage or photo package
- Mobile-friendly materials (journalists file from the field)

---

## Social Media Press Release (SMPR) {#social}

### Origin and Philosophy

Todd Defren of SHIFT Communications created the SMPR in 2006, responding to Tom Foremski's "Die! Press Release! Die!" critique. The key insight: press releases should be modular, not monolithic. Each component should be individually shareable and remixable.

### SMPR Components

Instead of continuous prose, organize content as:

1. **Core facts**: Bulleted, under 400 words total
2. **Pre-approved quotes**: Each quote as a standalone, tweetable passage
3. **Links that matter**: Product page, demo, data source (not "learn more" generic links)
4. **Embedded media**: Images, video, podcast/audio clips, infographics
5. **Social sharing widgets**: Pre-composed tweets/posts with suggested hashtags
6. **RSS feed / permalink**: For content aggregation
7. **Comment/discussion section**: If published on own newsroom

### Social-Specific Adaptations

**For LinkedIn amplification:**

- Extract the most surprising data point for a standalone post
- Frame through the spokesperson's personal perspective
- Tag relevant company pages and people
- Use the press release as a "source" linked in the post

**For X/Twitter amplification:**

- Pre-write 3-5 tweet variations (each under 280 characters)
- Include relevant hashtags (max 2 per tweet)
- Create a thread version for complex announcements
- Tag relevant journalists and outlets

**For Instagram/TikTok:**

- Prepare a visual summary (carousel for Instagram, short video for TikTok)
- Behind-the-scenes content around the announcement
- Quote cards (spokesperson quote overlaid on branded image)

### Hybrid Approach (Most Common Today)

Most organizations now add social elements to conventional press releases rather than creating pure SMPRs:

- Standard press release structure
- Social sharing buttons at the top
- Pre-written social copy suggestions at the bottom
- Embedded multimedia
- Permalink on company newsroom

---

## Trade / Industry Press {#trade}

### How Trade Press Differs

Trade journalists operate in a fundamentally different context from consumer reporters. Understanding this changes everything about how you write.

**Key differences:**

- **Technical jargon is expected and signals expertise**: Where consumer releases avoid jargon, trade releases use it to demonstrate credibility
- **Editorial scope is extremely narrow**: A mining trade publication covering coal will NOT cover gold. A construction weekly covering cement will NOT cover concrete. Research each outlet's exact beat.
- **Depth over breadth**: Trade journalists want technical detail, methodology, and data that general reporters would skip
- **Longer acceptable length**: Trade releases can stretch to 500-700 words for technical announcements
- **Industry context is assumed**: No need to explain basic industry concepts

### Writing for Trade Press

- Lead with industry-specific impact, not general market trends
- Include technical specifications, benchmarks, and methodology
- Provide analyst or expert commentary from recognized industry voices
- Reference industry standards, certifications, or compliance frameworks
- Include comparison to existing solutions (specific, not vague)

### Distribution Strategy

- Wire services rarely produce deep placement in niche trade outlets
- **Tailored exclusives work best**: Offer an exclusive angle to one key trade publication
- Build relationships with specific beat reporters
- Provide analyst briefings as supplementary material
- Consider industry events as distribution moments (announce at the trade show)

### Feature Stories vs Press Releases in Trade

For trade media, feature stories (bylined articles, case studies, technical deep-dives) vastly outperform press releases for credibility and engagement. Consider:

- Offering a bylined article by your CTO/expert to the trade publication
- Providing a case study with a named customer and specific results
- Proposing a contributed piece that provides value to the trade publication's readers beyond your announcement

---

## Multimedia Enhancement {#multimedia}

### Why Multimedia is Mandatory in 2025-2026

The data is unambiguous:

- Releases with at least one image: **2x engagement**
- Releases with multiple images: **6x engagement**
- Releases with video: **3x engagement**
- Releases with any visual: up to **9.7x more views**
- 87% of journalists use multimedia assets supplied with pitches
- 36% of French journalists specifically report being more likely to study a release with multimedia

### Image Requirements

- **Resolution**: Minimum 300 dpi for print, 72 dpi for web
- **Formats**: JPEG or PNG. Provide both high-res and web-optimized versions
- **Captions**: Every image needs a caption and credit line
- **Alt text**: Descriptive (for accessibility and GEO). "Bar chart showing 15% YoY revenue growth for Q3 2025" not "chart.png"
- **Types to include**: Executive headshots, product shots, infographics, event photos, screenshots

### Video Requirements

- Keep under 90 seconds for social/web distribution
- Provide broadcast-quality (uncompressed) AND web-optimized versions
- Include subtitles/captions (required for social, helpful for broadcast)
- B-roll should be 2-3 minutes of varied footage with natural sound
- Include a transcript

### Infographics

- Summarize the key data points visually
- Brand-consistent design
- Provide as both embedded and downloadable high-res file
- Include source citations within the infographic itself

### Press Kit Composition

A complete press kit alongside the release includes:

1. The press release (plain text + formatted PDF)
2. High-res images with captions (zipped folder or media library link)
3. Executive bios and headshots
4. Company factsheet (founding date, HQ, headcount, key metrics)
5. Product screenshots or demo video
6. FAQ document
7. Previous relevant coverage (links to 2-3 top clips)
8. Brand guidelines / logo files


path: references/output-options.md
content: # Output Options

Read this file when deciding on the delivery format for the press release.

## Available Formats

### Markdown (default)

Clean, readable, copy-pasteable. Use when the user will paste into a CMS, email client, or word processor.

### Word Document

Use the `docx` skill if available for formal distribution. Professional formatting with company letterhead template if provided.

### Email-Ready Format

Press release pasted directly in the email body (never as attachment) with a 2-3 line pitch above it. See [journalist email pitch](journalist-email-pitch.md) for the pitch structure and hook types.

### Bilingual

Side-by-side or sequential FR/EN (or other language pairs) for international distribution. Each version is culturally adapted, not word-for-word translated. See [regional conventions](regional-conventions.md) for localization rules.

### Press Kit

Complete package for major announcements:

1. The press release (plain text + formatted PDF)
2. High-res images with captions
3. Executive bios and headshots
4. Company factsheet (founding date, HQ, headcount, key metrics)
5. Product screenshots or demo video
6. FAQ document
7. Previous relevant coverage (2-3 top clips)
8. Brand guidelines / logo files


path: references/press-release-types.md
content: # Press Release Types: Templates and Guidance

Read this file when you need type-specific structure and content guidance. Each section covers one press release type with its unique requirements, mandatory elements, and an annotated template.

## Table of Contents

1. [Product Launch / New Feature](#product-launch)
2. [Funding / Investment](#funding-announcement)
3. [Partnership / Collaboration](#partnership)
4. [Event Announcement](#event)
5. [Crisis Communication](#crisis)
6. [Executive Hire / Leadership Change](#executive-hire)
7. [Award / Recognition](#award)
8. [Mergers & Acquisitions](#mergers-acquisitions)
9. [Financial Results / Earnings](#earnings)
10. [Open Source Project Milestone](#open-source)

---

## Product Launch {#product-launch}

**News angle**: What problem does this solve that couldn't be solved before? What's genuinely new?

**Mandatory elements:**

- Product name and what it does (one sentence)
- Specific pricing and availability (date, regions, channels). NEVER use "competitive pricing"
- The problem it solves, quantified if possible
- Technical specs or key differentiators (keep to 3-5 bullet points max)
- Customer or beta tester quote if available

**Timing**: Send under embargo 2-3 weeks before launch to give journalists prep time. Coordinate with wire release on launch day.

**Template skeleton:**

```
[Company] Launches [Product Name], [One-Sentence Value Prop]

[Subhead with key differentiator or data point]

CITY, Country -- (Date) -- [Company], [one-line descriptor], today
announced [Product Name], a [category] that [key benefit with specificity].
[Product] is available starting [date] at [price] through [channel].

[Problem paragraph: 2-3 sentences on the market gap or user pain point.
Include a data point: "X% of [users] currently face [problem]."]

"[Quote from CEO/CPO about vision and why this matters]," said [Full
Name], [Title] of [Company].

[How it works paragraph: 3-5 key features/capabilities, explained in
terms of user outcomes, not technical specs.]

[Optional: Beta/pilot results paragraph with specific metrics.
"During a 3-month pilot with [N] users, [Product] achieved [metric]."]

"[Quote from customer/beta tester about real-world results]," said
[Full Name], [Title] at [Customer Company].

[Availability paragraph: pricing tiers, supported platforms/regions,
how to get started. Include a URL.]

About [Company]
[Boilerplate]

Contact: [Name] | [Email] | [Phone]
###
```

---

## Funding Announcement {#funding-announcement}

**News angle**: What will this money enable? The funding itself is the hook, but the story is what comes next.

**Mandatory elements (ALL in the first paragraph):**

- Amount raised
- Round type (Seed, Series A/B/C, etc.)
- Lead investor name
- Use of funds (hiring, expansion, R&D, etc.)

**Additional required elements:**

- Investor quote explaining their investment thesis
- Total funding to date
- Key company metrics (ARR, users, growth rate)
- Specific hiring plans or expansion targets

**Timing**: Coordinate with investors. TechCrunch/Les Echos exclusives are common for Series A+. Announce early in the week (Tuesday preferred) for maximum pickup.

**Template skeleton:**

```
[Company] Raises [Amount] in [Round Type] Led by [Lead Investor]
to [Primary Use of Funds]

CITY, Country -- (Date) -- [Company], [descriptor], today announced
it has raised [amount] in [round type] funding led by [Lead Investor],
with participation from [other investors]. The round will fund
[primary use: e.g., "expansion into the European market and doubling
the engineering team to 50 by Q4 2026"].

[Company context paragraph: what the company does, key metrics.
"Since launching in [year], [Company] has grown to [X users/ARR/etc.],
representing [Y]% growth over the past [period]."]

"[CEO quote about what this funding means for the mission and
customers]," said [Full Name], [Title].

"[Lead investor quote explaining why they invested -- the thesis,
the market opportunity, what impressed them]," said [Full Name],
[Title] at [Investor Firm].

[Use of funds detail paragraph: specific plans, target metrics,
timeline. Be concrete: "open a Paris office in Q1 2026" not
"expand internationally."]

[Notable existing investors, advisors, or board changes if relevant.]

The round brings total funding to [amount]. [Company] was previously
backed by [prior investors] in its [prior round] in [year].

About [Company]
[Boilerplate]

Contact: [Name] | [Email] | [Phone]
###
```

---

## Partnership / Collaboration {#partnership}

**News angle**: What does this combination enable that neither party could do alone?

**Mandatory elements:**

- Both partners named in headline
- What the partnership delivers to end users/customers
- Scope (exclusive? geographic? time-limited?)
- Mutual approval of all content (verify with user)

**Format specifics:**

- Double dateline: "PARIS and SAN FRANCISCO -- (Date) --"
- Both company logos (mention in press kit)
- Both boilerplates
- Quotes from both organizations

**Template skeleton:**

```
[Company A] and [Company B] Partner to [Joint Value Proposition]

CITY_A and CITY_B -- (Date) -- [Company A] and [Company B] today
announced a [partnership type: strategic partnership / integration /
joint venture / distribution agreement] to [specific joint outcome].
[One sentence on scope or user impact.]

[Context paragraph: why this partnership, what market need it
addresses, with data.]

"[Company A spokesperson quote about what Company B brings]," said
[Full Name], [Title] at [Company A].

[Technical/operational detail paragraph: how it works, what changes
for customers, timeline.]

"[Company B spokesperson quote about strategic rationale and mutual
value]," said [Full Name], [Title] at [Company B].

[Availability/timeline: when customers can expect the joint offering,
how to sign up or learn more.]

About [Company A]
[Boilerplate A]

About [Company B]
[Boilerplate B]

Media Contacts:
[Company A]: [Name] | [Email] | [Phone]
[Company B]: [Name] | [Email] | [Phone]
###
```

---

## Event Announcement {#event}

**Mandatory elements:**

- Event name, date(s), location (physical address or virtual platform)
- Registration/ticket info with link and pricing
- Key speakers or attractions
- Who should attend (target audience)
- Agenda highlights

**Timing**: Send 4-6 weeks before for major events, 2 weeks for smaller ones. Follow up 1 week before with a reminder angle (new speaker, sold-out tier, etc.).

---

## Crisis Communication {#crisis}

**News angle**: Transparency, accountability, and corrective action. The story is what you're doing about it.

**Framework: Care-Control-Commitment**

The order is non-negotiable — lead with empathy, not facts. A crisis release that opens with operational details signals the company cares more about its reputation than the people affected.

1. **Care**: Acknowledge impact on affected people first. The very first sentence after the dateline must express concern for those affected — before any description of what happened or what you're doing about it.
2. **Control**: Describe what you know and what actions you've taken
3. **Commitment**: State specific next steps with timeline

**Critical rules:**

- Issue a holding statement IMMEDIATELY, then a detailed follow-up as facts emerge
- Never speculate or assign blame before investigation
- Never use "no comment" (say "we are investigating and will share updates as they become available")
- Never dump crisis news on Fridays hoping it will disappear (it backfires)
- All statements require legal review, but excessive legal delay worsens outcomes
- Include a timeline of events if relevant
- Provide a dedicated contact for media inquiries (not the general press line)

**Template skeleton:**

```
[Company] Statement Regarding [Brief Description of Incident]

CITY, Country -- (Date) -- [Company]'s thoughts are with [those affected — name the group
specifically: customers, employees, residents, passengers, etc.].

[What happened paragraph: factual description of the incident in
neutral terms. Be specific about what you know and transparent about
what you don't. Include scope and timeline.]

"[Senior leader quote — empathy and personal accountability first,
then what the company is doing. NOT operational details first]," said
[Full Name], [Title].

[Actions taken paragraph: immediate steps, timeline of response,
remediation already underway.]

[Next steps paragraph: what happens now, when the next update will
come, resources available to those affected (hotline, webpage, etc.).]

[If applicable: third-party investigation, regulatory notification,
or independent review.]

For ongoing updates, visit [URL]. Media inquiries: [dedicated
contact name, email, phone].

About [Company]
[Boilerplate -- keep short in crisis context]
###
```

---

## Executive Hire / Leadership Change {#executive-hire}

**Mandatory elements:**

- New executive's name, title, and start date
- Who they report to
- Brief career background (2-3 most relevant prior roles)
- What they will focus on (strategic mandate)
- Quote from CEO on why this hire
- Quote from the new executive on why they joined

---

## Award / Recognition {#award}

**Mandatory elements:**

- Award name and granting organization
- Why the award was given (criteria or category)
- What makes this recognition significant (selectivity, prestige)
- Quote from award-granting body if available

**Pitfall**: Awards releases are the most ignored type. They only work when the award is from a credible third party and the recognition maps to something the audience cares about. "Best Workplace" from a major publication is newsworthy. "Innovation Award" from an unknown body is not.

---

## Mergers & Acquisitions {#mergers-acquisitions}

**Mandatory elements:**

- Acquiring and target company
- Transaction value (or "undisclosed" with context on deal structure)
- Strategic rationale
- Impact on customers, employees, and products
- Expected closing timeline and regulatory conditions

**Regulatory requirements (public companies):**

- SEC Rule 425 legend (US)
- Forward-looking statement safe harbor under PSLRA
- "Additional Information and Where to Find It" section
- AMF notification requirements (France, Euronext-listed)

---

## Financial Results / Earnings {#earnings}

**Mandatory elements:**

- Revenue, net income/loss, EPS (current period + year-over-year comparison)
- GAAP figures first, with non-GAAP reconciliation
- Guidance or outlook for next period
- Key business metrics (subscribers, users, bookings, etc.)

**Regulatory requirements:**

- Must be furnished on SEC Form 8-K Item 2.02 within 4 business days (US)
- Non-GAAP measures require reconciliation to nearest GAAP measure (Regulation G)
- Safe harbor language under PSLRA
- Release timing: before market open or after market close, NEVER during trading hours

---

## Open Source Project Milestone {#open-source}

**News angle**: Community impact, adoption metrics, technical significance. Not marketing.

**Mandatory elements:**

- Project name, version number, and what changed
- Adoption metrics (GitHub stars, downloads, contributors, dependents)
- Key technical improvements (performance benchmarks, new capabilities)
- Community acknowledgment (name top contributors)
- Link to changelog, release notes, and migration guide

**Tone guidance (per Red Hat's guidelines):**

- Zero marketing language. Media outlets will immediately disregard hyperbolic claims.
- Thank the community explicitly and by name where possible — mention top contributors by GitHub handle or full name in the body text, not just in a generic "thanks to all contributors" line. Community recognition drives future contributions
- Include concrete benchmarks ("40% faster JSON parsing" not "significant performance improvements")
- If the project has corporate backing, be transparent about the relationship

**Template skeleton:**

```
[Project Name] [Version] Released: [Key Technical Achievement]

[Subhead with adoption metric or benchmark]

CITY, Country -- (Date) -- The [Project Name] maintainers today
released version [X.Y], featuring [top 1-2 changes]. [Project] is
used by [adoption metric: "over 15,000 projects on GitHub" / "50M+
monthly downloads on npm/pkg.go.dev"].

[Technical highlights paragraph: what's new, with benchmarks.
"[Feature X] reduces memory allocation by 35% in [benchmark scenario],
based on testing with [methodology]."]

"[Maintainer quote about the release, what it means for users,
and the community contributions that made it possible]," said
[Full Name], [maintainer role].

[Community paragraph: number of contributors to this release,
name the top 3-5 contributors by name/handle with their contributions,
and explain how to get involved.]

[Migration/compatibility paragraph: breaking changes, migration
path, supported platforms.]

[Project Name] is available under the [License] license at
[GitHub URL]. Documentation: [URL].

About [Project / Organization]
[Boilerplate]

Contact: [Name] | [Email]
###
```


path: references/regional-conventions.md
content: # Regional Press Release Conventions

Read this file when writing a press release targeting a specific region or market. Each section covers the dominant style guide, dateline format, tone, regulatory landscape, distribution norms, best send times, and common mistakes for that region.

---

## Western Europe

Covers France, Germany/DACH, UK, Ireland, Benelux, Iberian Peninsula, Italy, and Switzerland.

### Dominant Style Guides

- **France**: AFP (Agence France-Presse) style. Strict informational tone. No promotional language.
- **Germany/DACH**: dpa (Deutsche Presse-Agentur) style. Formality is paramount. Marketing language like "weltführend" (world-leading) is prohibited.
- **UK/Ireland**: PA Media style (formerly Press Association). British English. Oxford comma IS used (unlike AP).
- **Spain**: EFE (Agencia EFE) style. Formal, institutional tone.
- **Italy**: ANSA (Agenzia Nazionale Stampa Associata) style. Formal, relationship-driven media culture.
- **Benelux**: ANP (Netherlands), Belga (Belgium). Often bilingual (NL/FR in Belgium).

### Key Conventions

- **French releases**: Use Unicode guillemets for quotes — `«\u00A0Like this\u00A0»` with non-breaking spaces inside (not `<<` `>>` or English `""`). Third person, present tense. Answer QQOQCP (Qui, Quoi, Ou, Quand, Comment, Pourquoi). "POUR DIFFUSION IMMEDIATE" for release designation.
- **German releases**: An image is mandatory. 1.5 line spacing. ~15 words per sentence. Every claim must be verifiable. Switzerland uses "Medienmitteilung," Austria uses "Pressemeldung."
- **UK releases**: End with a "Notes to Editors" section (more formalized than US boilerplate). Single quotes common. Honorifics used (Sir, Dame, Professor).
- **Spanish releases**: "Nota de prensa" is the standard term. Formal register. Include a "Nota para editores" section similar to UK.
- **Italian releases**: "Comunicato stampa" is the standard term. Relationship with journalists matters more than in Anglo-Saxon markets.

### Dateline Formats

| Country | Format | Example |
| --- | --- | --- |
| France | `CITY, le [day] [month] [year] --` | `PARIS, le 26 mars 2026 --` |
| Germany | `CITY, [Day]. [Month] [Year] --` | `BERLIN, 26. März 2026 --` |
| UK | `CITY, [Day] [Month] [Year] --` | `LONDON, 26 March 2026 --` |
| Spain | `CITY, [day] de [month] de [year] --` | `MADRID, 26 de marzo de 2026 --` |
| Italy | `CITY, [day] [month] [year] --` | `MILANO, 26 marzo 2026 --` |

### Regulatory Landscape

- **France (AMF)**: Listed companies on Euronext Paris must comply with EU Market Abuse Regulation (MAR). Immediate disclosure of inside information. File with AMF before or simultaneously with media.
- **Germany (BaFin)**: EU MAR applies across DACH. DPRG professional standards. DRPR published October 2024 AI guidelines requiring mandatory labeling of unchecked AI-generated content.
- **UK (FCA)**: MAR and FCA Disclosure Guidance. Use RNS (Regulatory News Service) for regulatory announcements.
- **Spain (CNMV)**: EU MAR applies. Releases for listed companies must go through CNMV's information channel.
- **Italy (CONSOB)**: EU MAR applies. SDIR (Sistema di Diffusione delle Informazioni Regolamentate) for listed companies.

### Distribution Norms

- **France**: AFP, PR Newswire France, Business Wire France, Cision France, Datapresse. Never send as attachment.
- **Germany**: news aktuell (dpa subsidiary) dominant, operates "ots" network. PresseBox for B2B/tech.
- **UK**: PA Media/Mediapoint, PR Newswire UK, Business Wire UK. CIPR and PRCA are professional bodies.
- **Spain**: Agencia EFE, Europa Press. Comunicae and Cision Spain for digital distribution.
- **Italy**: ANSA, Adnkronos. Direct journalist relationships often more effective than wire services.

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| France | Tue-Thu, 10h-12h CET | August (vacances), Friday PM, lunch 12h-14h, Monday AM (backlog) |
| Germany/DACH | Tue-Thu, 10:00-12:00 CET | Bruckentage (bridge days around holidays), Karneval week in Rhineland |
| UK | Tue-Thu, 10 AM-2 PM GMT/BST | Bank holidays, Friday PM |
| Spain | Tue-Thu, 10:00-13:00 CET | Siesta hours (14-16h), August |
| Italy | Tue-Wed, 10:00-12:00 CET | August entirely (especially Ferragosto week), Friday PM |
| Benelux | Tue-Thu, 09:30-12:00 CET | School holidays (vary by region), Carnival in southern Netherlands/Belgium |

### Common Mistakes

- Using "nous" or promotional language in French releases (instant credibility killer)
- Translating word-for-word instead of culturally adapting (French text expands ~20-25% vs English)
- Using ASCII `<<` `>>` or English `""` instead of Unicode guillemets `«\u00A0\u00A0»` with non-breaking spaces in French releases
- Forgetting mandatory images for German media
- Overselling in UK releases (understatement works better — UK journalists are "very discerning, tough, and even sarcastic")
- Ignoring August in France, Spain, and Italy — media is effectively on holiday

---

## Eastern Europe

Covers Poland, Czech Republic, Hungary, Romania, Bulgaria, Baltics (Estonia, Latvia, Lithuania), and Western Balkans.

### Key Conventions

- **Style guides**: National wire agencies set the tone — PAP (Poland), CTK (Czech Republic), MTI (Hungary), Agerpres (Romania), BTA (Bulgaria), BNS/ELTA (Baltics)
- **Language**: Local language strongly preferred for domestic media. English acceptable for international-facing releases.
- **Tone**: Generally formal. Post-Soviet markets especially value institutional credibility and official sources.
- **Structure**: Standard inverted pyramid. EU-aligned markets follow conventions similar to Western Europe.

### Dateline Formats

Follow the local convention of the primary wire agency. Generally: `CITY, [Day] [Month] [Year] --` (e.g., `WARSAW, 26 March 2026 --` for English-language releases).

### Regulatory Landscape

- EU member states follow EU MAR for listed companies
- National regulators: KNF (Poland), CNB (Czech Republic), MNB (Hungary)
- Non-EU markets (Western Balkans) have their own securities commissions

### Distribution Norms

- National wire agencies are primary channels
- Cision and Meltwater have coverage in major markets
- Direct journalist relationships are particularly important — media landscapes are smaller and more personal
- PR Newswire has limited coverage; Business Wire better for financial releases

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| Poland/Czech/Hungary | Tue-Thu, 09:00-12:00 CET | National holidays, Easter/Christmas periods |
| Romania/Bulgaria | Tue-Thu, 09:00-11:00 EET | August, Orthodox Easter week |
| Baltics | Tue-Thu, 09:00-11:00 EET | Midsummer (June), Christmas-New Year |

---

## Nordics

Covers Sweden, Denmark, Norway, Finland, and Iceland.

### Key Conventions

- **Style guides**: TT (Sweden), NTB (Norway), Ritzau (Denmark), STT (Finland)
- **Language**: English widely understood and accepted, but local language strongly preferred for domestic media
- **Tone**: Informal and egalitarian compared to most of Europe. Avoid hierarchy signaling. The Jante Law cultural undertone means self-promotion is viewed negatively — let facts speak.
- **Structure**: Standard inverted pyramid. Lean writing valued — Nordics appreciate brevity even more than Anglo-Saxon markets.

### Dateline Formats

`CITY, [Day] [Month] [Year] --` (e.g., `STOCKHOLM, 26 March 2026 --`)

### Regulatory Landscape

- **Sweden (Finansinspektionen)**, **Norway (Finanstilsynet)**, **Denmark (Finanstilsynet)**, **Finland (Finanssivalvonta)**: EU MAR applies (Norway via EEA agreement)
- Nordic markets have strict transparency requirements — listed companies must disclose promptly via Nasdaq Nordic or Oslo Børs

### Distribution Norms

- National wire agencies (TT, NTB, Ritzau, STT) are primary
- Mynewsdesk (Swedish platform) widely used across all Nordics
- Cision has strong Nordic coverage
- Direct pitching is effective — media communities are small and accessible

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| All Nordics | Tue-Thu, 09:00-11:00 CET | Midsummer week (late June), Christmas-New Year, July (summer holidays) |
| Norway specifically | Same | Also avoid Easter week (major holiday) |

---

## North America

Covers the United States and Canada.

### Dominant Style Guides

- **US**: AP Stylebook (Associated Press). Governs virtually all US press releases.
- **Canada**: CP Style Guide (Canadian Press). Similar to AP but with Canadian English conventions.

### Key AP/CP Style Rules

- **Headlines**: Sentence case (not Title Case). Capitalize only first word and proper nouns.
- **Oxford comma**: NOT used in AP Style ("red, white and blue"). CP Style also omits it.
- **Numbers**: Spell out one through nine, numerals for 10+. Always numerals for ages, percentages, money.
- **Dates**: Month abbreviations with dates (Jan. 2, not January 2). No "th" or "rd."
- **Time**: Use a.m. and p.m. (lowercase, with periods), not AM/PM.
- **Percentages**: "percent" not "%" in AP. CP accepts either.
- **Attribution**: "said" only. Full name + title first reference, last name thereafter.
- **State abbreviations (US)**: AP abbreviations (Calif., not CA). 8 states never abbreviated: Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas, Utah.
- **30 major US cities stand alone** without state: Atlanta, Baltimore, Boston, Chicago, Cincinnati, Cleveland, Dallas, Denver, Detroit, Honolulu, Houston, Indianapolis, Las Vegas, Los Angeles, Miami, Milwaukee, Minneapolis, Nashville, New Orleans, New York, Oklahoma City, Philadelphia, Phoenix, Pittsburgh, St. Louis, Salt Lake City, San Antonio, San Diego, San Francisco, Seattle.
- **Canadian cities**: Toronto, Montreal, Vancouver, Ottawa, Calgary stand alone. Others require province.

### Dateline Formats

| Country | Format | Example |
| --- | --- | --- |
| US | `CITY, State (Month Day, Year) --` | `NASHVILLE, Tenn. (March 26, 2026) --` |
| Canada | `CITY, Province (Month Day, Year) --` | `TORONTO (March 26, 2026) --` |

### Canada-Specific Conventions

- **Bilingual requirements**: Federal government and regulated industries often require FR/EN releases simultaneously
- **SEDAR+**: Listed companies file on SEDAR+ (replacing old SEDAR/EDGAR equivalent)
- **TSX continuous disclosure**: Toronto Stock Exchange has immediate disclosure obligations for material events
- **Media landscape**: Globe and Mail, CBC, La Presse (FR), Le Devoir (FR). Regional media very strong (e.g., Winnipeg Free Press, Calgary Herald)

### Regulatory Requirements (US)

- **SEC Regulation FD** (2000): Simultaneous public disclosure required when material nonpublic info is shared
- **Form 8-K**: Earnings releases furnished under Item 2.02 within 4 business days
- **Regulation G**: Non-GAAP measures require reconciliation to nearest GAAP measure
- **PSLRA Safe Harbor**: Forward-looking statements require specific cautionary language
- **FTC Endorsement Guides** (revised 2023): Clear disclosure of material connections. Acceptable: #ad, #sponsored. Not acceptable: #ambassador, #collab

### Distribution Norms

- **US**: PR Newswire ($195 membership + $325+/release), Business Wire ($400+), GlobeNewswire ($195+/release)
- **Canada**: Canada Newswire (CNW, part of PR Newswire), Globe Newswire, Marketwired
- Professional bodies: PRSA (US), CPRS (Canada)
- Personalized pitches to 20-30 targeted journalists alongside wire distribution

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| US (general) | Tue-Thu, 10 AM-2 PM ET | Monday AM (inbox overload), Friday PM, major holidays |
| US (West Coast) | Adjust to 10 AM-2 PM PT for West Coast outlets | Same |
| US (earnings) | Before market open (pre-9:30 AM ET) or after close (post-4 PM ET) | NEVER during trading hours |
| Canada (EN) | Tue-Thu, 10 AM-1 PM ET | Coordinate with FR release simultaneously |
| Canada (FR) | Tue-Thu, 10h-13h ET | Same as EN — release simultaneously |

---

## Latin America

Covers Mexico, Central America, Brazil, and Spanish-speaking South America.

### Key Conventions

- **Style guides**: EFE style influences all Spanish-speaking markets. In Brazil, Agencia Brasil and major outlets follow their own conventions.
- **Language**: Spanish for most markets, Portuguese for Brazil. Do NOT use Spanish for Brazilian media — it is a distinct language and culture.
- **Tone**: Formal, institutional. Relationship-driven media culture across the region.
- **Structure**: Standard inverted pyramid. Longer releases (400-600 words) are more acceptable than in North America/Europe.

### Dateline Formats

- Spanish: `CITY, [day] de [month] de [year] --` (e.g., `CIUDAD DE MEXICO, 26 de marzo de 2026 --`)
- Portuguese (Brazil): `CITY, [day] de [month] de [year] --` (e.g., `SAO PAULO, 26 de marco de 2026 --`)

### Regulatory Landscape

- **Mexico (CNBV)**: Securities regulation for listed companies on BMV (Bolsa Mexicana de Valores)
- **Brazil (CVM)**: Listed companies on B3 must comply with CVM disclosure rules
- **Argentina (CNV)**, **Colombia (SFC)**, **Chile (CMF)**: National securities regulators

### Distribution Norms

- EFE and Reuters Latam are primary wire services for Spanish-speaking markets
- Agencia Brasil for Brazilian market
- Business Wire and PR Newswire have Latin America divisions
- Direct journalist relationships extremely important — personal connections matter more than wire services in many markets

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| Mexico | Tue-Thu, 10 AM-1 PM CST | Dia de Muertos week, Christmas-NY, Semana Santa |
| Brazil | Tue-Thu, 10h-13h BRT | Carnival week, year-end (Dec-Jan) |
| Argentina/Chile/Colombia | Tue-Thu, 10 AM-1 PM local | National holidays, Semana Santa, year-end |

### Common Mistakes

- Translating a US release into Spanish and expecting it to work across all Spanish-speaking markets (cultural adaptation required per country)
- Using Spain Spanish for Latin American markets (vocabulary and tone differ significantly)
- Ignoring the importance of personal relationships with journalists

---

## Middle East

Covers the Gulf Cooperation Council (UAE, Saudi Arabia, Qatar, Kuwait, Bahrain, Oman), Levant (Lebanon, Jordan), Egypt, and North Africa.

### Key Conventions

- **Style guides**: WAM (Emirates News Agency) for UAE, SPA (Saudi Press Agency) for Saudi Arabia. Reuters and AFP Arabic editions are widely referenced.
- **Language**: Arabic + English bilingual releases are the norm for business and financial news. Some markets (UAE, Qatar) accept English-only for international business stories.
- **Tone**: Formal, respectful. Cultural sensitivity paramount. Honorifics and titles are important (Sheikh, His Excellency, Dr.).
- **Calendar**: Be aware of Islamic calendar dates — Hijri dates may be required alongside Gregorian dates for government-related releases.
- **Script direction**: Arabic is right-to-left (RTL). Ensure formatting accommodates this.

### Dateline Formats

- English: `CITY, Country (Month Day, Year) --` (e.g., `DUBAI, UAE (March 26, 2026) --`)
- Arabic: Follow WAM/SPA conventions with Hijri date optional

### Regulatory Landscape

- **UAE**: DFSA (Dubai Financial Services Authority) for DIFC-listed companies, SCA (Securities and Commodities Authority) for DFM/ADX-listed companies
- **Saudi Arabia (CMA)**: Capital Market Authority regulates Tadawul-listed companies. Vision 2030 initiatives may have specific announcement requirements.
- **Qatar (QFMA)**: Qatar Financial Markets Authority

### Distribution Norms

- WAM, SPA are primary government/official channels
- PR Newswire Middle East, Business Wire Middle East
- AETOSWire (Dubai-based, strong regional coverage)
- Al Jazeera, Al Arabiya, Arab News, Gulf News are key regional outlets
- Government communication offices are gatekeepers in many Gulf states

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| Gulf states | Sun-Thu, 09:00-12:00 GST | Friday-Saturday (weekend). Ramadan working hours (shorter days). Eid al-Fitr and Eid al-Adha holidays. |
| Egypt/Levant | Sun-Thu, 09:00-12:00 local | Same religious holidays. Egyptian national holidays. |

### Common Mistakes

- Ignoring the Friday-Saturday weekend in Gulf states (Sunday is a working day)
- Sending during Ramadan without adjusting for shorter business hours
- Failing to include Arabic version for domestic media
- Not using proper honorifics and titles
- Overlooking cultural sensitivities in imagery and language

---

## Africa

Covers Sub-Saharan Africa including South Africa, Nigeria, Kenya, Ghana, and East/West African markets.

### Key Conventions

- **Style guides**: No single dominant style. SAPA legacy (South Africa, now defunct but style lives on), AFP French Africa, Reuters Africa. Many outlets follow AP or PA style adapted locally.
- **Language**: Hugely diverse. English dominant in business press for East/Southern Africa. French for West/Central Africa. Portuguese for Mozambique, Angola, Cape Verde. Arabic for North Africa (see Middle East section).
- **Tone**: Professional but varies by market. South Africa is the most developed PR market on the continent.
- **South Africa specifics**: 11 official languages but English dominates business media. BBBEE (Broad-Based Black Economic Empowerment) context relevant for corporate announcements.

### Dateline Formats

Generally follow AP/PA style in English: `CITY, Country (Month Day, Year) --` or `CITY, Country, [Day] [Month] [Year] --`

For French-speaking Africa, follow AFP style.

### Regulatory Landscape

- **South Africa (FSCA/JSE)**: JSE Listings Requirements for listed companies. Strict continuous disclosure obligations.
- **Nigeria (SEC Nigeria/NGX)**: Securities and Exchange Commission and Nigerian Exchange regulations
- **Kenya (CMA Kenya/NSE)**: Capital Markets Authority regulations
- Markets with less developed capital markets have fewer formal requirements but professional standards are rising

### Distribution Norms

- APO Group: Pan-African distribution (50+ countries)
- Africa Newswire
- PR Newswire has growing African coverage
- Direct journalist outreach remains the most effective channel in most markets
- Social media (Twitter/X, WhatsApp) plays an outsized role in news distribution compared to other regions

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| South Africa | Tue-Thu, 09:00-12:00 SAST | December-January (holiday season), Heritage Day week |
| Nigeria | Tue-Thu, 09:00-12:00 WAT | National holidays, Eid celebrations |
| Kenya/East Africa | Tue-Thu, 09:00-12:00 EAT | National holidays, election periods |
| French-speaking Africa | Tue-Thu, 09:00-12:00 WAT/CET | Ramadan, August |

---

## Central Asia

Covers Kazakhstan, Uzbekistan, Kyrgyzstan, Tajikistan, Turkmenistan, and Mongolia.

### Key Conventions

- **Style guides**: National wire agencies dominate — Kazinform (Kazakhstan), UzA (Uzbekistan). Russian-language media remains influential.
- **Language**: Local language + Russian for most markets. English for international-facing releases. Kazakhstan is transitioning from Cyrillic to Latin script.
- **Tone**: Formal, institutional. Government relationships are central to media access.
- **Structure**: Standard inverted pyramid. Government and institutional endorsements carry significant weight.

### Dateline Formats

English: `CITY, Country (Month Day, Year) --` (e.g., `ASTANA, Kazakhstan (March 26, 2026) --`)

### Regulatory Landscape

- **Kazakhstan (AFSA/KASE)**: Astana Financial Services Authority for AIFC-listed, Kazakhstan Stock Exchange for KASE-listed
- Markets are developing — regulatory requirements vary significantly
- Government approval may be needed for sensitive sectors (mining, energy, telecom)

### Distribution Norms

- National wire agencies are primary
- Interfax (Russian language) has regional coverage
- Direct outreach to key journalists — small media communities
- Government communication channels are often mandatory for major announcements

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| All Central Asia | Tue-Thu, 09:00-12:00 local | Nauryz/Nowruz (March 21-23), Ramadan/Eid, Russian New Year period (late Dec-early Jan) |

---

## East Asia

Covers China, Japan, South Korea, and Taiwan.

### Key Conventions

- **China**: Xinhua style. Strict regulatory environment. Government relationships essential. WeChat and Weibo distribution is as important as wire services. Self-censorship on sensitive topics is the norm.
- **Japan**: Kyodo/Jiji style. Extremely formal. Honorifics mandatory (-san, -sama). Kisha clubs (press clubs) are institutional gatekeepers — access is restricted and relationship-dependent.
- **South Korea**: Yonhap style. Formal, hierarchical. Naver and Daum news aggregators matter more than individual outlet websites. Chaebols dominate the business news cycle.
- **Taiwan**: CNA (Central News Agency) style. Traditional Chinese characters (not simplified). Media landscape is open and diverse.

### Dateline Formats

| Market      | Format                        | Example                       |
| ----------- | ----------------------------- | ----------------------------- |
| China       | `CITY (Month Day, Year) --`   | `BEIJING (March 26, 2026) --` |
| Japan       | `CITY, Month Day, Year --`    | `TOKYO, March 26, 2026 --`    |
| South Korea | `CITY, Month Day (Yonhap) --` | `SEOUL, March 26 (Yonhap) --` |
| Taiwan      | `CITY (CNA) Month Day --`     | `TAIPEI (CNA) March 26 --`    |

### Regulatory Landscape

- **China (CSRC/CAC)**: China Securities Regulatory Commission for listed companies. Cyberspace Administration of China (CAC) regulates online content. Strict pre-approval may be required for certain announcements.
- **Japan (FSA/JPX)**: Financial Services Agency and Japan Exchange Group. TDnet system for timely disclosure.
- **South Korea (FSS/KRX)**: Financial Supervisory Service and Korea Exchange. KIND system for listed company disclosures.
- **Taiwan (FSC/TWSE)**: Financial Supervisory Commission. MOPS system for disclosures.

### Distribution Norms

- **China**: Xinhua, China News Service. PR Newswire China, Business Wire China. WeChat official accounts, Weibo, and Toutiao (ByteDance news aggregator) for digital reach.
- **Japan**: Kyodo, Jiji. PR Times (dominant domestic platform). Kisha club membership required for regular access to major outlets.
- **South Korea**: Yonhap, Newsis. Newswire.co.kr is the primary domestic platform. Naver/Daum placement is critical.
- **Taiwan**: CNA. Direct media relationships are effective — small, accessible media community.

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| China | Mon-Fri, 09:00-11:00 CST | Chinese New Year (1-2 weeks), Golden Week (Oct 1-7), politically sensitive dates |
| Japan | Mon-Thu, 10:00-15:00 JST | Golden Week (late Apr-early May), Obon (mid-Aug), year-end/New Year (Dec 28-Jan 3). Morning preferred for daily papers. |
| South Korea | Mon-Thu, 10:00-14:00 KST | Chuseok (3 days), Lunar New Year (3 days) |
| Taiwan | Tue-Thu, 10:00-14:00 CST | Lunar New Year, national holidays |

### Common Mistakes

- Assuming one release works for all East Asian markets (cultural, linguistic, and regulatory differences are enormous)
- Ignoring kisha clubs in Japan (you cannot simply pitch to a journalist — access is mediated)
- Using simplified Chinese for Taiwan or traditional Chinese for mainland China
- Underestimating the importance of Naver/Daum in South Korea
- Sending during Chinese New Year (media essentially shuts down for 1-2 weeks)

---

## Southeast Asia

Covers Singapore, Indonesia, Thailand, Vietnam, Philippines, Malaysia, and Myanmar.

### Key Conventions

- **Style guides**: No single dominant standard. Reuters, AFP, and AP style are widely referenced. National agencies: Bernama (Malaysia), Antara (Indonesia), PNA (Philippines), VNA (Vietnam), MCOT (Thailand).
- **Language**: English is the business language in Singapore, Philippines, and Malaysia. Local language required for domestic media in Thailand, Vietnam, Indonesia. Bilingual releases common.
- **Tone**: Generally formal. Hierarchy and respect for seniority reflected in how executives are referenced.
- **Singapore**: Functions as the regional PR hub. English-language releases distributed here often cover ASEAN-wide announcements.

### Dateline Formats

English: `CITY (Month Day, Year) --` or `CITY, Country (Month Day, Year) --`

### Regulatory Landscape

- **Singapore (MAS/SGX)**: Monetary Authority of Singapore and Singapore Exchange. Strict continuous disclosure.
- **Indonesia (OJK/IDX)**: Financial Services Authority and Indonesia Stock Exchange
- **Thailand (SEC Thailand/SET)**: Securities and Exchange Commission
- Regulatory maturity varies widely across the region

### Distribution Norms

- PR Newswire Asia, Business Wire Asia, GlobeNewswire
- Media OutReach (Hong Kong-based, strong ASEAN coverage)
- Direct journalist relationships critical in smaller markets
- Social media (Facebook, LINE in Thailand, Zalo in Vietnam) plays a significant news distribution role

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| Singapore/Malaysia | Tue-Thu, 09:00-12:00 SGT | Chinese New Year, Hari Raya, Deepavali, Christmas |
| Indonesia | Tue-Thu, 09:00-12:00 WIB | Ramadan/Eid (major), Lebaran mudik period |
| Thailand | Tue-Thu, 09:00-12:00 ICT | Songkran (mid-April), Royal holidays |
| Vietnam | Tue-Thu, 09:00-11:00 ICT | Tet (Lunar New Year, 1-2 weeks) |
| Philippines | Tue-Thu, 09:00-12:00 PHT | Holy Week, Christmas season (Dec-Jan) |

---

## South Asia

Covers India, Pakistan, Bangladesh, Sri Lanka, and Nepal.

### Key Conventions

- **Style guides**: PTI (Press Trust of India) for India, APP (Associated Press of Pakistan) for Pakistan. Reuters and AFP widely referenced.
- **Language**: English dominant in business media across the region. Hindi and regional languages for domestic/regional outlets in India. Urdu for Pakistani domestic media.
- **Tone**: Formal. India has the most mature PR market in the region.
- **India specifics**: Massive, fragmented media landscape. National (English) + regional language media must both be addressed for broad reach. Bollywood, cricket, and politics dominate news cycles — business news competes for attention.

### Dateline Formats

English: `CITY (Month Day, Year) --` (e.g., `NEW DELHI (March 26, 2026) --`)

### Regulatory Landscape

- **India (SEBI/BSE/NSE)**: Securities and Exchange Board of India. Strict LODR (Listing Obligations and Disclosure Requirements) for listed companies.
- **Pakistan (SECP)**: Securities and Exchange Commission of Pakistan
- Regulatory sophistication varies — India is by far the most developed

### Distribution Norms

- PR Newswire India, Business Wire India
- India: PTI, IANS (Indo-Asian News Service). Regional language wire services for state-level coverage.
- Direct pitching remains the primary channel — journalist databases are less comprehensive than Western markets.

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| India | Tue-Thu, 10:00-13:00 IST | Diwali week, Holi, Independence Day, Republic Day, major cricket tournaments |
| Pakistan | Tue-Thu, 10:00-12:00 PKT | Ramadan/Eid, Independence Day |
| Bangladesh | Tue-Thu, 10:00-12:00 BDT | Ramadan/Eid, Pohela Boishakh |

---

## Australia / Oceania

Covers Australia, New Zealand, and Pacific Islands.

### Key Conventions

- **Style guide**: AAP (Australian Associated Press) style, similar to UK PA style. Australian English (colour, organisation, centre).
- **Tone**: Relaxed but professional. "Tall poppy syndrome" means excessive self-promotion is viewed negatively. Let results speak.
- **New Zealand**: NZPA legacy conventions. Maori cultural considerations for relevant announcements (Treaty of Waitangi context, te reo Maori greetings may be appropriate).

### Dateline Formats

`CITY, Country (Month Day, Year) --` (e.g., `SYDNEY (March 26, 2026) --`)

Australian/NZ cities that stand alone without country: Sydney, Melbourne, Brisbane, Perth, Auckland, Wellington.

### Regulatory Landscape

- **Australia (ASIC/ASX)**: Australian Securities and Investments Commission. ASX Listing Rules require continuous disclosure. Releases for listed companies go to ASX first, media second.
- **New Zealand (FMA/NZX)**: Financial Markets Authority and New Zealand Exchange

### Distribution Norms

- AAP MediaNet (primary Australian distribution)
- PR Newswire Asia-Pacific
- Scoop (New Zealand)
- Media landscape is concentrated — a small number of outlets (Nine, Seven, News Corp, ABC) dominate
- Direct pitching to journalists is highly effective

### Best Send Times

| Market | Optimal window | Avoid |
| --- | --- | --- |
| Australia | Tue-Thu, 10 AM-1 PM AEST | Christmas-January lull (many journalists off Dec 20 - Jan 15), Easter, ANZAC Day |
| New Zealand | Tue-Thu, 10 AM-1 PM NZST | Same as Australia. Also Waitangi Day. |

### Common Mistakes

- Assuming Australia follows US PR conventions (it follows UK conventions more closely)
- Ignoring the December-January holiday period (Australian media effectively shuts down)
- Overly promotional tone (tall poppy syndrome — Australians distrust self-aggrandizement)

---

## International / Multilingual Releases

### Localization Principles

Localization means cultural adaptation, not just translation. A release for the US market cannot be simply translated for France or Japan.

### Key Adaptation Rules

- **Text expansion**: English to French ~20-25%, English to German ~20-30%, English to Japanese ~10-20% (but character width differs). Layouts must accommodate.
- **Date formats**: US (Month Day, Year), UK/Oceania (Day Month Year), France (day month year), Germany (Day. Month Year), East Asia (Year Month Day)
- **Measurement**: Metric for all non-US markets. Include conversions if targeting both.
- **Currency**: Local currency first, with USD/EUR equivalent in parentheses if relevant.
- **Visuals**: Color symbolism varies (red = luck in China, danger in South Africa). Verify cultural appropriateness.
- **Regulatory**: Global releases for listed companies must satisfy ALL applicable regulators.

### Practical Approach

1. Write the "master" release in the primary market's conventions
2. Create localized versions (not translations) for each target region
3. Use in-region PR professionals for localization, not translators
4. Adapt quotes — a quote that resonates in the US may fall flat in Germany or Japan
5. Maintain global messaging consistency while allowing local flexibility
6. Coordinate timing across time zones for simultaneous releases; if staggering, release first in the market where the news is most relevant

### Multilingual Wire Services

- PR Newswire: 170+ countries
- Business Wire: 162 countries
- GlobeNewswire: 158 countries, 35+ languages
- Meltwater and Cision offer international media databases

76% of consumers prefer purchasing products with information in their native language. Localized content delivers 1.5-2x higher engagement.


path: references/writing-principles.md
content: # Writing Principles

Read this file for detailed guidance on press release writing style, tone, and language quality.

## The News Test

If the first sentence doesn't contain news, rewrite it. "Company X, a leader in..." is not news. "Company X today launched the first..." is news.

## Kill the Jargon

Write so a general assignment reporter can understand paragraph one. Trade-specific terminology is acceptable only in trade press releases and only after the general news is established.

## One Page, One Story

Resist the urge to pack multiple announcements into one release. If there are two stories, write two releases. 70% of journalists won't read past 200 words.

## Data Beats Adjectives

"Revenue grew 47% year-over-year to EUR 12M" beats "Revenue grew substantially." Every claim must be backed by a number, a source, or a quote. Unsupported superlatives ("best-in-class," "revolutionary") trigger immediate deletion.

## Quotes Must Earn Their Place

Quotes should provide something the journalist cannot write themselves: opinion, vision, or context that would be inappropriate in narrative form. A quote that restates the lead paragraph wastes space.

**Bad:** "We are excited to announce this partnership," said the CEO. **Good:** "This changes how European retailers handle returns. Our pilot showed a 40% reduction in processing time," said [Name], CEO of [Company].

## Banned Phrases

These words and phrases signal marketing copy, not journalism. Avoid them entirely:

- "thrilled," "excited to announce," "proud to"
- "innovative," "cutting-edge," "world-class," "best-in-class"
- "synergy," "leverage," "disruptive," "game-changing"
- "revolutionary," "paradigm shift," "next-generation"
- "leading" (unless backed by market share data)
- "competitive pricing" (give the actual price)

## Attribution Rules

- Use "said" for all quote attribution — not "stated," "commented," "shared," "expressed," "noted"
- Full name + title on first reference: `said Jane Smith, Chief Executive Officer of Acme Corp`
- Last name only on subsequent references: `Smith said`
- Present tense "says" is acceptable for ongoing situations; past tense "said" for events

## Third Person Discipline

No first person ("we," "our," "us") or second person ("you," "your") outside of direct quotes. The release is a news document, not a letter to the reader.

## Lead Word Count

The lead paragraph must be 25-35 words. Count them. Under 25 lacks enough information to answer the 5W1H. Over 35 becomes a wall of text that buries the news. This is the single most important sentence in the release — get the word count right.

## Active Voice

Prefer active voice throughout. "The company launched the product" not "The product was launched by the company." Passive voice buries the actor and weakens the news.


Security scan verdicts — ClawScan: suspicious | static analysis: clean | VirusTotal: clean | SkillSpector: clean (LOW)