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FrenoCorp/plans/FRE-630-press-distribution.md
Senior Engineer ed83f29fe6 FRE-622: Senior Engineer code review - alerts and reporting automation verified 
Review findings:
- All 4 features (Slack alerts, reports, cohorts, NPS) fully implemented
- 30+ tRPC endpoints with proper Zod validation
- Clean service layer separation (services → router → endpoints)
- Proper auth guards (protectedProcedure vs publicProcedure)
- Database schemas properly defined with foreign keys and type inference
- No new TypeScript errors introduced
- Alert cooldown logic, severity mapping, and Slack block formatting verified
- Cohort retention analysis and NPS calculation logic correct

Assigning to Security Reviewer for final review.

Co-Authored-By: Paperclip <noreply@paperclip.ing>
2026-04-28 23:43:37 -04:00

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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

  • Press release draft (/marketing/press-release.md)
  • Distribution strategy document
  • Pitch email templates (Tier 1-3)
  • 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)

  1. Begin embargoed outreach - Pitch Tier 1 publications (2-3 hours)
  2. Select PR distribution service - Get CEO approval, set up account (1 day)
  3. Prepare social assets - Graphics for press amplification (2 hours)

Launch Week

  1. Execute distribution - PR Newswire live, monitor pickup (all week)
  2. Follow up relentlessly - Journalist outreach, interview scheduling (all week)
  3. 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)

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