Repurposing Press Coverage

Overview

Most organizations with any press history end up with earned coverage sitting as a flat, unlinked list — real credibility that generates zero ongoing SEO or social value once the initial publication date passes. This skill turns one existing clip into a repurposing package (blog recap, social captions, ESG snippet) and logs it, so the archive compounds into a real asset over repeated runs instead of staying a dead list.

Required Background

Look for this project's brand-kit reference material, commonly produced by the building-brand-kits skill:

• Fact sheet (stats, owned channels, case studies) — cite stats/case studies from here, never from memory.
• Voice card (register matrix, and any bylined-contributor voice fingerprints) — read before finalizing any new text this skill generates.
• De-AI-flavor filter — required for step 5 below.
• Media-coverage inventory — this is the log this skill maintains. Read the file itself (not just its description) before every run: its "How to add a row" section is the spec for step 6, and its itemized log is what step 1 checks against.

If any of these don't exist yet, run building-brand-kits first, or ask the user for the underlying facts — never invent a stat, channel, or voice rule to fill a gap.

When to Use

• Input is one existing press clip about the organization — a URL or pasted article text — that needs to become new blog/social/ESG content.
• The clip is already published (it ran in an outlet); this is about reusing it, not securing new coverage.
• Not for:
  • Drafting a new pitch or press release to get coverage — no such skill exists yet in this ecosystem (see "Related / not yet built" below).
  • Assembling a full ESG/CSR proposal deck — that's writing-esg-sponsorship-proposals; this skill only hands it a snippet.
  • Packaging a finished blog draft's title/meta/headings, or writing a short pull-quote-plus-backlink note without the social/ESG assets — that's packaging-content-for-seo's lighter-weight job.
  • Checking a draft's voice/register/AI-flavor after the fact without producing new deliverables — that's auditing-brand-voice's job; this skill runs its own de-AI-flavor pass (step 5) as part of drafting, but a full voice-QA gate is a separate, optional follow-up.
  • Fabricating a quote, stat, date, or outlet not present in the actual clip — if the source text/URL isn't provided, ask for it.

Quick Reference — the four deliverables

Workflow

1. Get the source and check the inventory first

Read the actual clip. If you have a web-fetch capability, fetch the URL; if fetch is unavailable, or the page can't be retrieved (paywall, login wall, JS-only render), ask the user to paste the article text — never work from the headline, the URL slug, or a guess at what the article says. Do not proceed from a headline or summary alone — pull-quotes and stats in later steps must trace to real sentences in the clip. Knowing standard press-release anatomy (headline / dateline / lede / inverted-pyramid body / quotes / boilerplate / contact — see references/pr-repurposing.md) helps you locate the real quote, stat, and angle.

Before drafting, skim the media-coverage inventory's itemized log and its "Known outlets" list:

• Check how many press clips are already logged in the inventory, so you know whether this is an early run or a mature archive.
• If this clip already has a row, don't duplicate it — update the existing row's Repurposed?/assets columns instead.
• Note what angles/outlets already have full rows — over time this is how the inventory surfaces "coverage gaps" (angles or outlets not yet repurposed or pitched).

2. Draft the SEO blog recap

• Identify voice per the voice card (institutional by default for a press recap).
• Write exact section-title text for H1 (usually the recap's title), H2s per major section, H3s for sub-points — this is literal text for the target CMS's section-title fields, not a suggestion.
• Include one real pull-quote lifted from the clip (with attribution to the outlet/author).
• Include a backlink to the original article — this is the entire SEO point of the recap; a recap with no backlink is incomplete.
• Write a natural-sentence meta description (roughly 120-158 characters, per packaging-content-for-seo's spec if the project has that skill installed), not a keyword string.
• Close with the org's canonical boilerplate — the standing "about [org]" paragraph, reused verbatim across coverage for a consistent brand description (see references/pr-repurposing.md); source it from the fact sheet rather than rewriting it per recap.

3. Draft 3-5 platform-native social captions

Each platform gets its own register — never copy-paste the blog recap or one caption across platforms:

• Confirm the organization's actually-active platforms from its fact sheet before drafting captions — never assume a platform is unavailable (or available) without checking. Draft one caption per confirmed platform, not a generic template.
• Check the fact sheet's owned-channels list for platform-specific quirks — e.g. some messaging-app channels (LINE OA, WhatsApp Business, etc.) strip rich link previews or are used for direct 1:1 contact rather than broadcast; don't assume every channel behaves like a social feed. Phrase copy for those channels as a short, personal-toned message suitable for a 1:1 reply or light share, not a feed-style announcement.
• For feed-style platforms without inline links (e.g. Instagram), phrase the CTA as "link in bio" rather than pasting a raw URL.
• For platforms that support longer, community-toned copy with a direct link (e.g. Facebook), let the caption run longer and include the link directly.
• If a 4th/5th caption is warranted (e.g., a Stories-format variant), keep each one distinct in length/register, not a trimmed duplicate.

4. Draft the ESG/CSR-pitch snippet

One paragraph + one stat (from the fact sheet's canonical stat block or the clip itself) + one quote block, written in corporate/ESG-B2B register (credibility-led, SDG framing where relevant, per the voice card's register matrix). This is a standalone, drop-in snippet — not a full proposal. If the user wants it assembled into a complete, per-account-tailored deck, hand off to writing-esg-sponsorship-proposals (it needs a target company name/industry to tailor against) — this skill stops at producing the reusable snippet.

5. Run the de-AI-flavor filter

Pass every newly written piece of text (recap body/headings/meta, all captions, the ESG snippet) through the de-AI-flavor filter's checklist: banned vocabulary, banned sentence structures, banned transitions, sentence-length variance, at least one concrete detail. Flag issues rather than silently rewriting, per that filter's own instruction. If the project also runs auditing-brand-voice as a separate gate before publishing, this step is not a substitute for that full QA pass — it's the minimum bar for work leaving this skill.

6. Log the row — mandatory, not optional

Append one row to the media-coverage inventory's itemized log following its own "How to add a row" instructions: exact publish date, outlet, actual headline/angle, the stat or quote cited, Repurposed? = Y, and the list of repurposed assets produced (e.g., "blog recap / 2 social captions / ESG snippet"). Never backfill a date/headline you can't verify — leave it blank rather than guess. This step is what compounds the archive into a real asset over repeated runs — treat a run that skips it as incomplete.

Common Mistakes

Related / not yet built

• Pitch & press-release drafter — would draft outbound pitches/releases to get new coverage. Needs external timing/relationship judgment this skill deliberately avoids. Not built; noted here so it isn't forgotten.
• Pre-publish risk screener — would screen drafts for legal/reputational risk before external distribution. Also deferred, phase-2.
• building-brand-kits — produces the fact sheet, voice card, and media-coverage inventory this skill reads and writes to. Run it first if the project doesn't have that reference material yet.
• packaging-content-for-seo — the lighter-weight sibling for packaging a finished draft's title/meta/headings or a pull-quote-plus-backlink note, without the social/ESG assets this skill also produces.
• writing-esg-sponsorship-proposals — the skill that assembles this skill's ESG snippet into a full, per-account-tailored proposal deck (buyer-role map, SDG angle, case-study match, a mostly-drafted outline, objection responses). Use it when the user names a target company; this skill's snippet is one input to that process, not a replacement for it.
• auditing-brand-voice — a fuller voice/register/AI-flavor QA gate for copy before it ships. This skill's own step 5 covers the AI-flavor minimum; run auditing-brand-voice separately for a complete pre-publish check.