Why I taught a machine how to not write a press release.
First I asked AI to give me a a ‘Robot News Agent’. Wasn’t happy with the initial results. So then I…
Component 07 · Activation
PR Assets
Supporting. Pitching. Publication. Activation.
A structured approach to creating and deploying the materials that drive PR activity, tracked across four categories so nothing is made without a clear purpose.
PR Assets is where press release creation lives. It is where everything upstream — the commercial objective, the key messages, the spokesperson’s voice, the topical hooks — gets converted into something a journalist can use.
Strategy decides why we are doing this. Messaging decides what we stand for. News management is where the method meets the media.
The press release is the core asset. It exists to put new, time-bound facts on the record: a thing was done, a number changed, a relationship formed. If none of that has happened, it is not news — it is an opinion, and it needs a different vehicle.
The hard part of PR is not writing a press release. It is deciding whether there is a story there at all — and if there is not, the work you do to create it.
PR in detail
- 🔥 HOT news
- The story has a famous name or a big, credible impact number. It will work on its own.
- 🪴 POT news
- Coverage could grow with nurturing — adding a few elements to the story. Not oven-ready, but it has potential.
- 🤖 BOT news
- A real event, but it lacks names or numbers. Wire distribution, so it is on the record and findable, but unlikely to earn coverage.
- 🚫 NOT news
- No time-bound event; more opinion than fact. Do not write a release — write a comment or an op-ed instead.
Go deeper
