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Agent skill

Earned Media Outreach

by shawnpang in shawnpang/startup-founder-skills

When the user wants to get press coverage, appear on podcasts, or build relationships with journalists and content creators.

MITAuto-check passedMedia & Creative

Install Earned Media Outreach

skills CLI
$ npx skills add shawnpang/startup-founder-skills --skill earned-media-outreach -a claude-code

Project install by default; add -g for ~/.claude/skills/.

GitHub CLI
$ gh skill install shawnpang/startup-founder-skills earned-media-outreach --agent claude-code

Project scope by default; add --scope user for a personal install. Needs GitHub CLI 2.90.0 or later (public preview).

Manual copy
$ git clone --depth 1 https://github.com/shawnpang/startup-founder-skills.git skills-src && mkdir -p .claude/skills && cp -r skills-src/skills/earned-media-outreach .claude/skills/earned-media-outreach && rm -rf skills-src

Use ~/.claude/skills/ instead of .claude/skills for a personal install. The folder must contain SKILL.md.

Claude Code skills documentation · loads skills from .claude/skills/

Facts

Skill name
earned-media-outreach
GitHub stars
343
Token cost
~2k tokens
SKILL.md length
857 words
Files
1
Skills in repo
50
Repo updated
First seen
Licence
MIT

At a glance

When the user wants to get press coverage, appear on podcasts, or build relationships with journalists and content creators.

  • Works in 6 steps: Define the media angle — journalists and… → Build the target list — research… → Tier the list — prioritize by reach x… → …
  • Wants to get press coverage
  • SKILL.md covers When to Use, Context Required, Workflow and Output Format, plus 3 more sections
  • Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md

What it does

Earned Media Outreach is an agent skill from shawnpang/startup-founder-skills. When the user wants to get press coverage, appear on podcasts, or build relationships with journalists and content creators. Also use when the user mentions "podcast guesting", "press outreach", "PR", "media exposure", "get on podcasts", or "journalist outreach".

Its SKILL.md is about 2k tokens, which your agent loads only when the skill is triggered. It is a single SKILL.md file with no bundled scripts.

It sits in Media & Creative, covering Podcasting and Blog and article writing. The repository describes itself as: AI agent skills for tech startup founders — fundraising, sales, product, recruiting, engineering, legal, ops, and growth. Works with Claude Code, Cursor, Codex, and any Agent… The licence is MIT.

When your agent uses it

  • Wants to get press coverage
  • Appear on podcasts
  • Build relationships with journalists and content creators
  • The user mentions podcast guesting

Example prompts

  • “podcast guesting”
  • “press outreach”
  • “media exposure”
  • “/earned-media-outreach”

Workflow steps

6 steps, taken from the first numbered list in SKILL.md.

  1. Define the media angle — journalists and podcast hosts don't cover products, they cover stories. Identify your angles
  2. Build the target list — research podcasts and publications that reach your audience
  3. Tier the list — prioritize by reach x relevance
  4. Write the pitches — different formats for different targets
  5. Send and follow up — outreach cadence
  6. Prepare for appearances — for confirmed bookings

What it can do on your machine

Read from SKILL.md and the folder at commit 4ad31b4. It shows what the files ask for, not the result of running them.

  • Tool permissions

    Pre-approves nothing: there is no allowed-tools line, so your agent's usual permission prompts apply.

    From allowed-tools in the SKILL.md frontmatter.

  • Runs code

    No scripts in the folder and no shell commands in SKILL.md (its code samples are markdown).

    From the folder's file list and the shell code blocks in SKILL.md.

  • Network

    No URLs in SKILL.md.

    From URLs in SKILL.md, links to its own repository left out.

  • Credentials

    Names no API keys, tokens, secrets or passwords.

    From names ending in _API_KEY, _TOKEN, _SECRET, _KEY or _PASSWORD in SKILL.md.

Context cost

Earned Media Outreach loads about 2k tokens when it runs. Until then it costs about 71 tokens; SKILL.md has 857 words of instructions outside code blocks.

Always · name and description, kept in context so the agent knows when to use it
~71
When it runs · the whole SKILL.md, loaded when a task matches
~2k

Estimates: characters ÷ 4, the usual rule of thumb; real counts depend on the model's tokenizer. Scripts and assets cost tokens only if the agent reads them.

Safety

Auto-check passed

The automated check found no risky patterns in SKILL.md.

Automated static check — not a guarantee. Review scripts before installing. It scans the text of SKILL.md for risky patterns (piping downloads into a shell, reading credential files, hidden Unicode, destructive commands); files beside SKILL.md are not scanned.

SKILL.md

The full file from shawnpang/startup-founder-skills at commit 4ad31b4, republished under its MIT licence (© shawnpang). 857 words, ~1,994 tokens.

Download SKILL.mdSave it as .claude/skills/earned-media-outreach/SKILL.md (or your agent's skills folder).
name
earned-media-outreach
description
When the user wants to get press coverage, appear on podcasts, or build relationships with journalists and content creators. Also use when the user mentions "podcast guesting", "press outreach", "PR", "media exposure", "get on podcasts", or "journalist outreach".
related
founder-thought-leadership, cold-outreach, content-strategy, launch-strategy
reads
startup-context

Earned Media Outreach

When to Use

  • Founder wants to get featured on podcasts as a guest
  • Founder wants press coverage from journalists and tech publications
  • Founder wants to build relationships with media for ongoing exposure
  • Founder wants to identify which podcasts and publications reach their target audience
  • Founder wants to write pitch emails that actually get responses

Context Required

  • Founder's story and what makes it interesting (not just what the product does)
  • Target audience — who are you trying to reach through media? (customers, investors, talent)
  • Topics the founder can speak on with genuine authority
  • Previous media experience (if any)
  • Upcoming newsworthy events (launch, funding round, milestone, contrarian take)

Workflow

  1. Define the media angle — journalists and podcast hosts don't cover products, they cover stories. Identify your angles:
    • Founder story: unusual background, pivot story, "I quit X to build Y"
    • Trend story: "Why [trend] is changing [industry]" — you as the expert source
    • Data story: original data or insights from your product/market
    • Contrarian take: challenge conventional wisdom in your space
    • Milestone: funding round, user milestone, revenue milestone, major partnership
  2. Build the target list — research podcasts and publications that reach your audience:
    • Podcasts: search Apple Podcasts, Spotify, ListenNotes, and Podchaser by topic. Look for shows that have had similar-stage founders as guests. Check episode frequency (active shows only) and audience size (download numbers if available).
    • Publications: identify journalists who cover your space. Read their last 10 articles. Follow them on X/Twitter. Check if they have a tips inbox or preferred pitch method.
    • Newsletters: Substack writers, industry newsletter authors who feature startups
    • YouTube channels: tech reviewers, industry commentators
  3. Tier the list — prioritize by reach x relevance:
    • Tier 1 (5-10): perfect audience fit, worth significant prep time
    • Tier 2 (10-20): good fit, standard outreach
    • Tier 3 (20+): adjacent audience, batch outreach
  4. Write the pitches — different formats for different targets:
    • Podcast pitch: short, personal, focused on what you'll teach their audience (not what you'll promote)
    • Journalist pitch: newsworthy angle, relevant data, why their readers care, not a press release
    • Newsletter pitch: how featuring you provides value to their subscribers
  5. Send and follow up — outreach cadence:
    • Initial pitch
    • Follow-up 1 (5-7 days later, add new context)
    • Follow-up 2 (7-10 days later, final touch — offer a different angle)
    • Move on after 3 touches with no response
  6. Prepare for appearances — for confirmed bookings:
    • Research the host's style and past episodes
    • Prepare 3-5 talking points with stories (not bullet points)
    • Have a clear CTA for listeners (one thing, not five)
    • Send the host a prep sheet with your bio, headshot, topics, and any questions to avoid

Output Format

markdown
## Earned Media Plan

### Media Angles
1. **[Angle name]:** [1-2 sentence pitch hook]
   - Best for: [podcast / press / newsletter]
   - Timeliness: [evergreen / time-sensitive — why now]

### Target List

#### Podcasts
| Show | Host | Audience | Fit | Pitch Angle | Contact |
|------|------|----------|-----|-------------|---------|
| [name] | [host] | [who listens] | Tier 1 | [which angle] | [email/form] |
| ... | ... | ... | ... | ... | ... |

#### Journalists & Publications
| Name | Publication | Beat | Recent Article | Pitch Angle | Contact |
|------|------------|------|---------------|-------------|---------|
| [name] | [pub] | [what they cover] | [recent relevant piece] | [which angle] | [email/X] |

#### Newsletters
| Newsletter | Author | Subscribers (est.) | Pitch Angle | Contact |
|-----------|--------|-------------------|-------------|---------|
| ... | ... | ... | ... | ... |

### Pitch Templates

**Podcast Pitch:**
Subject: [subject line]
[Draft email — 150 words max]

**Journalist Pitch:**
Subject: [subject line]
[Draft email — 200 words max]

### Appearance Prep Sheet
- **Bio:** [2-3 sentences]
- **Headshot:** [link]
- **Talking points:**
  1. [Point + story]
  2. [Point + story]
  3. [Point + story]
- **CTA for audience:** [one clear action]
- **Topics to avoid:** [if any]
Show full SKILL.md (424 more words)Show less

Frameworks & Best Practices

Finding the right podcasts:

Search MethodHow
Topic searchListenNotes.com, Apple Podcasts, Spotify — search your industry keywords
Competitor appearancesGoogle "[competitor founder name] podcast" — they've already found shows in your space
Guest crossoverFind one good podcast, then check where their past guests also appeared
Podcast directoriesPodchaser (has contact info), Rephonic (audience data), Matchmaker.fm (guest matching)
X/Twitter search"[your topic] podcast" or "just recorded a podcast about [topic]"

Pitch principles:

  • Lead with their audience, not your product. "I can teach your listeners how to..." beats "I'd love to share about my startup..."
  • Reference a specific episode. "Your episode with [guest] on [topic] resonated because..." proves you actually listen.
  • Make it easy to say yes. Include your topic, 3 talking points, and bio in the first email. Don't make them do research.
  • Short pitches win. Podcast hosts get 50+ pitches/week. 150 words max. Journalists get 200+. Be brief.
  • Timing matters. Pitch journalists on Tuesday-Thursday mornings. Avoid Mondays and Fridays. For podcasts, timing is less critical but avoid holiday weeks.

What makes a founder a good podcast guest:

  • Tells stories, not features ("We almost ran out of money in month 3..." not "Our platform leverages...")
  • Has a genuine point of view — agrees with the host on some things, disagrees on others
  • Gives actionable takeaways listeners can use immediately
  • Doesn't hard-sell — mentions the product once naturally, lets the host ask about it

Common mistakes:

  • Sending press releases instead of personalized pitches
  • Pitching the product instead of the story
  • Not researching the host/journalist before reaching out
  • Saying yes to every podcast regardless of audience fit (your time is limited)
  • Forgetting the CTA — you get 1,000 listeners and they have nowhere to go
  • Not repurposing appearances into social content, blog posts, and email
  • founder-thought-leadership — media appearances amplify your personal brand
  • cold-outreach — similar outreach mechanics, different audience
  • content-strategy — repurpose media appearances into content
  • launch-strategy — coordinate press with product launches

Examples

Prompt: "I want to get on podcasts to promote our developer tools startup. Help me find shows and write pitches."

Good output includes: 15-20 podcasts that feature developer tools founders (with contact info), tiered by relevance, 2-3 media angles based on the founder's story, and customized pitch drafts for the top 5 shows.

Prompt: "We just raised our seed round. Help me get press coverage."

Good output includes: List of journalists who cover seed-stage funding in the relevant sector, a pitch angle beyond "we raised money" (what the funding enables, the market insight, the founder story), and draft pitches referencing each journalist's recent coverage.

© shawnpang, MIT. Rendered from Markdown: HTML in the file is shown as text, images as links, and headings moved down two levels. Raw file

Files

Just SKILL.md in skills/earned-media-outreach of shawnpang/startup-founder-skills.

Open the folder on GitHubat commit 4ad31b4

Compare with similar skills

Earned Media Outreach next to the 5 skills that share the most tags, products or categories with it. Stars are the repository's; “used in” counts other GitHub owners with a copy.

Earned Media Outreach compared with similar skills
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Content Creator Launchpadharperreed/dotfiles334—~2.4kAutomated safety check: PassNone
Podcast Content SuiteOneWave-AI/claude-skills3361 repos~500Automated safety check: PassMIT
Podcast Generationbytedance/deer-flow84k2 repos~2.2kAutomated safety check: PassMIT

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Categories

Questions about Earned Media Outreach

What does Earned Media Outreach do?

When the user wants to get press coverage, appear on podcasts, or build relationships with journalists and content creators. Earned Media Outreach is an agent skill from shawnpang/startup-founder-skills. When the user wants to get press coverage, appear on podcasts, or build relationships with journalists and content creators.

When should I use Earned Media Outreach?

Earned Media Outreach fits situations like: wants to get press coverage; appear on podcasts; build relationships with journalists and content creators; the user mentions podcast guesting.

How do I install Earned Media Outreach in Claude Code?

Run `npx skills add shawnpang/startup-founder-skills --skill earned-media-outreach -a claude-code`. Or copy the skill folder (skills/earned-media-outreach in shawnpang/startup-founder-skills) into .claude/skills/earned-media-outreach in your project. Claude Code loads it when a task matches its description.

How do I install Earned Media Outreach in Codex?

Run `npx skills add shawnpang/startup-founder-skills --skill earned-media-outreach -a codex`. Or copy the skill folder (skills/earned-media-outreach in shawnpang/startup-founder-skills) into .agents/skills/earned-media-outreach in your project. Codex loads it when a task matches its description.

Can I use Earned Media Outreach in Cursor, Gemini CLI or GitHub Copilot?

Cursor, Gemini CLI, GitHub Copilot and OpenCode also load SKILL.md folders. With the skills CLI, run `npx skills add shawnpang/startup-founder-skills --skill earned-media-outreach -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/earned-media-outreach, .gemini/skills/earned-media-outreach, .github/skills/earned-media-outreach and .opencode/skills/earned-media-outreach in your project.

What does Earned Media Outreach need to run?

SKILL.md names no scripts, command-line tools or credentials: Earned Media Outreach is instructions for the agent only.

Does Earned Media Outreach access the network?

SKILL.md contains no URLs. Any network use would come from the scripts or tools the agent runs. This is read from the text; nothing was executed.

Is Earned Media Outreach safe to install?

Our automated static check of SKILL.md found no risky patterns, such as piping downloads into a shell, reading credential files or hidden Unicode. It is not a guarantee. Review the folder before installing.

What licence does Earned Media Outreach use?

Earned Media Outreach is published under the MIT licence (the repository's licence). It allows redistribution, so the full SKILL.md is shown on this page.

How many tokens does Earned Media Outreach use?

About 2k tokens (SKILL.md is roughly 8k characters). Agents keep only the skill's name and description in context until a task matches; then they load SKILL.md in full.

What are the alternatives to Earned Media Outreach?

Skills that share tags, products or a category with Earned Media Outreach: Add Content (debs-obrien/debbie.codes, 142 stars), Ig Repurpose (Jakeschincariol/instagram-agent-skill, 760 stars), Content Creator Launchpad (harperreed/dotfiles, 334 stars) and Podcast Content Suite (OneWave-AI/claude-skills, 336 stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.

Who maintains Earned Media Outreach?

shawnpang (a GitHub user) maintains it in shawnpang/startup-founder-skills, which has 343 GitHub stars. The repository holds 50 skills in this directory. The repository was last updated on March 16, 2026.

Source: shawnpang/startup-founder-skills on GitHub. Facts on this page come from the repository at the commit we read; the author's words are quoted as theirs.