traction-pr-playbook

Traction PR Playbook

Use this skill for the PR-side traction channels: targeting blogs, publicity, and unconventional PR. The output should be a concrete pitch/test plan, not a generic awareness strategy.

Source Traceability

Primary source: Traction, chapters 6-8 and the appendix. Authoring notes: converted lines 903-1232 and 3323-3334.

Channel Selection

• Targeting blogs: use when niche audiences trust independent writers, newsletters, or community blogs.
• Publicity: use when the company has a local, industry, timely, data, or human-interest angle.
• Unconventional PR: use when a remarkable stunt, contest, comparison, customer delight move, or creative asset can carry the story.

Workflow

1. Define the traction goal and target customer.
2. Choose the PR channel most likely to reach that customer.
3. Build a media or creator list with relevance notes.
4. Write the hook in one sentence.
5. Create the asset: demo, data point, customer story, contest, giveaway, founder narrative, or visual.
6. Draft outreach that makes the recipient's job easier.
7. Define conversion tracking before outreach starts.
8. Run a small test, then decide whether to expand or stop.

Output Format

# PR Traction Plan

## Goal And Audience
- Traction goal:
- Customer:
- PR channel:

## Story Hook
[One sentence.]

## Target List
| Target | Why Relevant | Angle | Outreach Path |
|--------|--------------|-------|---------------|

## Outreach Draft
[Short pitch customized to the target type.]

## Test Design
- Sample size:
- Asset:
- Tracking:
- Success threshold:
- Kill threshold:

## Decision Rules
- Double down if:
- Iterate if:
- Kill if:

Quality Bar

• Do not pitch generic product announcements.
• Make the recipient's audience fit explicit.
• Tie coverage to a measurable conversion path.
• Keep early tests small before scaling outreach.