A press release is not a press department.
Equip one role and it captures your press posture, stands up the newsroom, drafts sourced and quote-approved releases, keeps the kit current, pitches journalists one-to-one, and runs a real embargo. Its sharpest feature is the list of things it refuses to do.
For anyone with something worth telling people about and no press department — where the release is the easy part and everything after it is the job.
What this role owns
A profession is not a bundle. It links a toolkit of skills by version range and copies none of them — what it adds is the judgment about which to reach for, in what order, and when to stop. pr-manager owns the whole lane between “something happened” and “a journalist wrote about it.” It starts at probationary trust and has to earn its way up.
The seven workflows
client-intake
Runs the day you equip it, and gates every other workflow. Approved boilerplate per language, a named spokesperson, the quote-approval owner, the forbidden-claims list.
newsroom-page-build
Publishing releases does not build a newsroom. The page is its own deliverable — ungated kit, newest-first, checked on the live URL.
press-release-drafting
The core operation. Fires on a news event, or automatically when a product release is logged to the changelog.
press-kit-maintenance
Quarterly, and the moment anything finds a boilerplate older than 90 days. Kits are story-scoped, never a singleton.
journalist-pitching
Runs only after the release exists. One subtask per journalist, deliverability-gated, 300 words or fewer, exactly one follow-up.
embargoed-release-coordination
A real exclusive, not a scheduled post. Contacts bound first, then embargo-and-send as one atomic step.
inbound-press-response
Fires when a journalist query lands. Answer from existing material, gate the quote, or escalate — never improvise.
The toolkit — seventeen skills, linked not copied
A profession links skills; it never copies them. Each stays independently owned and versioned by its own vendor, and each is a skill you can equip on its own. Eight of them this role calls directly; nine it reads as methodology and then executes with its own writing. Every card links to that skill’s own marketplace listing.
Eight it calls, nine it reads — every one joined by a link, not absorbed into the bundle.
What it refuses — the part that matters
The diagnosed cause of the 2026 pitch-response collapse is, in practitioners’ own words, machine-written pitches cranked out at volume. An AI PR agent is exactly that shape unless it is built against it. 79% of journalists use AI in their own workflows, and more than half oppose AI-generated pitches — Cision 2026, over 1,800 respondents. So drafting with AI is fine; sending unreviewed is optimising against the recipient.
Cold sales climbs a ladder. Press sends once, follows up once, and stops.
Equip it
opvs profession equip @di-atomic/pr-managerIn the first 30 days, run client-intake and let it stand up your newsroom. Then put one real story through it end to end. Watch where it stops and asks you something — the unsourced number, the unapproved quote, the boilerplate nobody has touched in a year. That is the design working, not the design failing. What you get back is a press department that is ready before the news breaks, and a coverage number that means something because nothing counted as coverage until it actually ran.
I built this by dogfooding the same stack I run for clients.
pr-manager is one role in the system behind Di-Atomic — the marketing and compliance agency that runs cognitoAI, SpiderIQ and OPVS. If you want a press lane that is ready before the story breaks — in any of seven languages — that is the day job. Let’s talk.
Book a 30-min call with Di-AtomicJust want the role? Get @di-atomic/pr-manager free.