# Press Release Distribution Execution Plan

**Issue:** FRE-630  
**Priority:** High  
**Owner:** CMO  
**Status:** In Progress (budget approved)  
**Created:** 2026-04-26  
**CEO Approved:** 2026-04-27

---

## Executive Summary

This document outlines the execution plan for distributing Scripter's launch press release to maximize media coverage and drive signups during launch week.

**Budget:** $400-800 for PR distribution service  
**Timeline:** T-14 days to T+14 days from launch  
**Goal:** 10+ press mentions, 500+ signups from press coverage

---

## Deliverables

### ✅ Completed
- [x] Press release draft (`/marketing/press-release.md`)
- [x] Distribution strategy document
- [x] Pitch email templates (Tier 1-3)
- [x] Press timeline and follow-up sequences

### ⏳ In Progress
- [ ] Build press contact list (50+ journalists)
- [ ] Create press kit page (`/press`)
- [ ] Set up PR distribution service
- [ ] Configure media monitoring

### ⏳ Pending
- [ ] Embargoed outreach (T-7 days)
- [ ] Launch day distribution
- [ ] Follow-up sequences
- [ ] Press coverage report

---

## Press Contact List

### Tier 1: Major Tech Publications

| Publication | Writer | Beat | Email | Twitter | Status |
|-------------|--------|------|-------|---------|--------|
| TechCrunch | [Name] | Creator Tools | | | To Research |
| TechCrunch | [Name] | Startups | | | To Research |
| The Verge | [Name] | Apps/Software | | | To Research |
| Wired | [Name] | Business/Tech | | | To Research |
| Ars Technica | [Name] | Tech Policy | | | To Research |

### Tier 2: Film Industry Trade

| Publication | Writer | Beat | Email | Twitter | Status |
|-------------|--------|------|-------|---------|--------|
| Variety | [Name] | Film Tech | | | To Research |
| Deadline | [Name] | Business | | | To Research |
| Hollywood Reporter | [Name] | Tech/Business | | | To Research |
| IndieWire | [Name] | Industry News | | | To Research |

### Tier 3: Screenwriting Communities

| Publication | Contact | Focus | Email | Status |
|-------------|---------|-------|-------|--------|
| No Film School | [Name] | Filmmaking | | To Research |
| ScreenCraft | [Name] | Screenwriting | | To Research |
| Script Magazine | [Name] | Screenwriting | | To Research |
| Creative Screenwriting | [Name] | Industry | | To Research |

### Tier 4: Productivity/Creator Tools

| Publication | Contact | Focus | Email | Status |
|-------------|---------|-------|-------|--------|
| Product Hunt | [Name] | Product | | To Research |
| Hacker News | - | Community | | Auto-post |
| Indie Hackers | [Name] | Makers | | To Research |

### Tier 5: Local/Regional

| Publication | Contact | Beat | Email | Status |
|-------------|---------|------|-------|--------|
| LA Business Journal | [Name] | Startups | | To Research |
| LA Times | [Name] | Business | | To Research |

---

## Press Kit Requirements

### Page: `/press`

**Content Needed:**
- [ ] Press release (full text)
- [ ] Company overview (100 words)
- [ ] Founder bios + headshots
- [ ] Product screenshots (5-10 images)
- [ ] Logo downloads (PNG, SVG, EPS)
- [ ] Brand guidelines PDF
- [ ] Demo video (2-3 min)
- [ ] Media contact info

**Technical Requirements:**
- [ ] Host on main domain (scripter.app/press)
- [ ] Fast loading (optimize images)
- [ ] Downloadable assets (zip file)
- [ ] No login required
- [ ] Mobile responsive

**Asset Checklist:**

| Asset | Format | Size | Status |
|-------|--------|------|--------|
| Logo (horizontal) | PNG, SVG | 2000px wide | To Create |
| Logo (icon) | PNG, SVG | 512x512 | To Create |
| Logo (black) | PNG, SVG | 2000px wide | To Create |
| Logo (white) | PNG, SVG | 2000px wide | To Create |
| Founder headshot | JPG | 300 DPI | To Create |
| Screenshot: Dashboard | PNG | 1920x1080 | To Create |
| Screenshot: Editor | PNG | 1920x1080 | To Create |
| Screenshot: Collaboration | PNG | 1920x1080 | To Create |
| Screenshot: Mobile | PNG | 1080x1920 | To Create |
| Demo video | MP4 | 1080p | To Create |
| Press kit zip | ZIP | All assets | To Create |

---

## PR Distribution Service Selection

### Comparison

| Service | Package | Price | Reach | Recommendation |
|---------|---------|-------|-------|----------------|
| PR Newswire | Advantage | $799 | National + Major Search | ⭐ Best for launch |
| PR Newswire | Basic | $400 | Regional | Too limited |
| EIN Presswire | National | $199 | National + Search | Budget option |
| Business Wire | Basic | $600 | National | Good alternative |
| PRWeb | Silver | $399 | National + Search | Mid-tier option |
| Manual | DIY | $0 | Targeted only | Time-intensive |

### Recommended: PR Newswire Advantage ($799)

**Why:**
- Maximum credibility for launch
- Guaranteed pickup by major search engines
- Social media amplification included
- Analytics dashboard for tracking
- Journalist database access

**Setup Steps:**
1. Create PR Newswire account
2. Upload press release (formatting review)
3. Select distribution package
4. Choose target categories (Technology, Entertainment, Startups)
5. Set distribution date (launch day)
6. Add multimedia (logo, screenshots)
7. Review and approve
8. Monitor analytics post-distribution

**Timeline:**
- Account setup: 1 day
- Press release formatting: 1 day
- Review process: 1-2 days
- Distribution: Launch day

---

## Media Monitoring Setup

### Free Option: Google Alerts
- [ ] Create alerts for: "Scripter", "screenwriting software", "Final Draft alternative"
- [ ] Set to "As-it-happens" notifications
- [ ] Route to dedicated email folder

### Paid Option: Mention ($29/mo)
- [ ] Set up brand monitoring
- [ ] Track competitor mentions
- [ ] Social listening
- [ ] Daily digest reports

### Recommended: Start with Google Alerts, upgrade to Mention if needed

---

## Outreach Timeline

### T-14 Days (Two Weeks Before Launch)

**Goals:** Finalize press materials, begin research

- [ ] Complete press release final draft
- [ ] Set up press kit page skeleton
- [ ] Begin journalist research (target: 20 contacts/day)
- [ ] Create social media assets for amplification

### T-7 Days (One Week Before)

**Goals:** Embargoed outreach to Tier 1

- [ ] Send personalized pitches to 10-15 Tier 1 journalists
- [ ] Offer exclusive first-look interviews
- [ ] Provide demo access with NDA if needed
- [ ] Follow up with phone calls for top 5 targets

### T-3 Days

**Goals:** Confirm embargoed coverage

- [ ] Follow up on all Tier 1 pitches
- [ ] Confirm article publication times
- [ ] Prepare social media posts for amplification
- [ ] Test all press kit download links

### T-1 Day

**Goals:** Final preparation

- [ ] Confirm PR Newswire distribution scheduled
- [ ] Verify embargoed articles locked in
- [ ] Prepare launch day monitoring spreadsheet
- [ ] Set up Google Alerts

### Launch Day (Day 1)

**Goals:** Maximum visibility

- [ ] 12:01 AM PT: Product Hunt launch
- [ ] 6:00 AM PT: Press release distribution live
- [ ] 9:00 AM PT: Social media announcement
- [ ] All day: Monitor press pickup, engage journalists
- [ ] Evening: Compile Day 1 coverage report

### Day 2

**Goals:** Embargo lift, Tier 2 outreach

- [ ] Embargoed articles publish (TechCrunch, Variety, etc.)
- [ ] Share coverage across all channels
- [ ] Send Tier 2 pitches (film trade publications)
- [ ] Respond to inbound journalist inquiries
- [ ] Schedule founder interviews

### Day 3-5

**Goals:** Sustain momentum

- [ ] Send Tier 3 pitches (screenwriting communities)
- [ ] Pitch feature stories and deep-dives
- [ ] Share customer/beta user stories
- [ ] Monitor and amplify all mentions
- [ ] Compile mid-week coverage report

### Week 2

**Goals:** Long-tail coverage

- [ ] Pitch podcast interviews
- [ ] Local media outreach
- [ ] Guest post opportunities
- [ ] Follow up on "maybe later" journalists

### Week 3-4

**Goals:** Analysis and reporting

- [ ] Compile final press coverage report
- [ ] Calculate ROI (coverage value vs. spend)
- [ ] Document lessons learned
- [ ] Plan next press push (feature updates, funding)

---

## Success Metrics & Tracking

### Tracking Setup

**UTM Parameters:**
```
Press releases: ?utm_source=prnewswire&utm_medium=press_release&utm_campaign=launch
TechCrunch: ?utm_source=techcrunch&utm_medium=press&utm_campaign=launch
Variety: ?utm_source=variety&utm_medium=press&utm_campaign=launch
```

**Google Analytics Goals:**
- [ ] Press release landing page views
- [ ] Signup conversions from press traffic
- [ ] Time on page from press referrals
- [ ] Bounce rate by publication

**Spreadsheet Tracking:**
| Date | Publication | Article Title | Writer | Link | Social Shares | Signups | Notes |
|------|-------------|---------------|--------|------|---------------|---------|-------|

### Targets

| Metric | Target | Measurement Tool |
|--------|--------|------------------|
| Total press mentions | 10+ | Google Alerts, Mention |
| Tier 1 coverage | 2-3 articles | Manual count |
| Tier 2 coverage | 3-5 articles | Manual count |
| Social shares of coverage | 500+ | BuzzSumo |
| Press-driven website traffic | 5,000+ sessions | Google Analytics |
| Press-driven signups | 500+ | GA conversions |
| Estimated media value | $50,000+ | PR calculator |
| SEO domain authority | 30+ | Ahrefs/Moz |

---

## Budget Breakdown

| Item | Cost | Status |
|------|------|--------|
| PR Newswire Advantage | $799 | Pending approval |
| Mention (optional) | $29/mo | Pending approval |
| Press kit hosting | $0 | GitHub Pages/Netlify |
| Screenshot tools | $0 | Built-in |
| Logo design | $0 | Existing brand assets |
| **Total** | **$828** | **Pending approval** |

**Lean Option (No PR Newswire):**
- Manual outreach only: $0
- Google Alerts: $0
- Total: $0 (more time-intensive, lower initial reach)

---

## Risk Mitigation

| Risk | Likelihood | Impact | Mitigation |
|------|------------|--------|------------|
| No Tier 1 coverage | Medium | High | Pivot to influencer strategy, double down on Tier 2-3 |
| Press release ignored | High | Medium | Stronger follow-up, newsworthy updates |
| Negative reviews | Medium | Medium | Respond professionally, iterate product |
| Technical issues at launch | Low | High | Stagger rollout, quick rollback plan |
| Competitor response | Low | Low | Focus on differentiation, ignore FUD |

---

## Next Actions

### This Week (T-14 to T-7)
1. **Build press contact list** - Research 50+ journalist contacts (2-3 hours)
2. **Create press kit page** - Work with CTO on `/press` route (1 day)
3. **Finalize press release** - Fill in founder names, traction metrics (1 hour)
4. **Set up Google Alerts** - Configure monitoring (30 min)

### Next Week (T-7 to Launch)
5. **Begin embargoed outreach** - Pitch Tier 1 publications (2-3 hours)
6. **Select PR distribution service** - Get CEO approval, set up account (1 day)
7. **Prepare social assets** - Graphics for press amplification (2 hours)

### Launch Week
8. **Execute distribution** - PR Newswire live, monitor pickup (all week)
9. **Follow up relentlessly** - Journalist outreach, interview scheduling (all week)
10. **Report results** - Coverage compilation, ROI analysis (2 hours)

---

## Dependencies

| Dependency | Owner | Status | Impact |
|------------|-------|--------|--------|
| Press kit page (`/press`) | CTO | Not Started | Blocks press outreach |
| Founder bios/headshots | Founder | Not Started | Blocks press kit |
| Product screenshots | CMO/CTO | Not Started | Blocks press kit |
| PR budget approval | CEO | Not Started | Blocks PR Newswire |
| Launch date confirmation | CMO + CTO | Pending | Blocks all press activities |

---

## Approval Required

**Budget Request:** $828 for press distribution and monitoring

| Role | Name | Status | Date |
|------|------|--------|-------|
| CMO | [Current] | ✅ Approved | 2026-04-26 |
| CEO | [CEO] | ✅ Approved | 2026-04-28 |

**Request:** Approval to proceed with PR Newswire Advantage package ($799) + Mention subscription ($29/mo)

**CEO Decision (2026-04-27):** Approved. Launch needs maximum press visibility. $828 is minimal relative to expected ROI (10+ press mentions, 500+ signups, $50K+ media value). Lean $0 option too time-intensive for launch window.

**CEO Decision (2026-04-28):** **Approved - Lean Launch Path.** Budget approved: $0 manual outreach approach (instead of $828 PR Newswire).

**Rationale:**
- CMO deliverables already production-ready (56KB across 5 files)
- Manual outreach can achieve Tier 1-2 coverage
- Ship fast; upgrade to paid distribution post-launch if ROI proven

**Remaining dependencies:**
- ⏳ Launch date: CMO + CTO to confirm
- ⏳ Founder info: Using placeholders for now
- ⏳ `/press` route: CTO to deploy when ready

---

**Related Issues:**
- FRE-581: Launch campaign plan
- FRE-629: Product Hunt launch setup
- FRE-631: Launch week execution

**Files:**
- `/marketing/press-release.md` - Press release and distribution strategy
- `/marketing/launch-campaign.md` - Overall launch plan
- `/plans/FRE-630-press-distribution.md` - This execution plan

---

**Last Updated:** 2026-04-26  
**Next Review:** T-7 days (embargo outreach start)
