Product Communications

Develop PMM narrative and orchestration for product-related communications. This is not a generic PR agency toolkit. It does not promise coverage, media interest, or analyst endorsement, and it does not own final marketing-copy.

Before planning, read ../_shared/evidence-gaps.md for evidence labels, Inputs and assumptions, and ranked evidence gaps.

Product communications boundary

Own product narrative, newsworthiness, spokesperson briefs and product-related media/analyst coordination. Company, partnership, research or executive material is in scope only when it supports a product/category story. Funding, corporate affairs, investor relations and crises route to the corporate communications owner. Consume approved go-to-market-strategy; final assets remain with execution owners. Read ../_shared/creative-brief.md when briefing announcement visuals or explainer narrative.

Workflow

Distinguish buyer/user intelligence from journalist, analyst or other recipient needs when choosing narrative and outreach.

1. Define communication objective and audience: product/company/partnership/ funding/research announcement, executive thought leadership, media or analyst briefing, or reactive FAQ.
2. Identify the actual news or audience-relevant idea. If the announcement has no material change or useful audience reason, say so and recommend a more suitable channel or no announcement.
3. Load relevant canonical positioning, product truth, claims, and proof using ../_shared/ssot-consumption.md. Record version/files and unresolved gaps.
4. Develop narrative, message hierarchy, approved proof, spokesperson, support assets, distribution/outreach direction, owners and approvals, and measures.
5. Mark proposed quotes exactly DRAFT / REQUIRES APPROVAL until approved by the named speaker. Do not simulate external interest or endorsement.
6. Route final copy to marketing-copy; coordinate product launches with launch-strategy, partnerships with partner-marketing, and asset review with messaging-consistency-audit.

Required output

Inputs and assumptions; objective and audience; newsworthiness assessment; canonical inputs; announcement narrative and hierarchy; proof/claims register; spokesperson and quote status; supporting assets; distribution direction; measurement; approvals, risks, and ranked evidence gaps. Possible formats are an announcement brief, press release structure, media pitch direction, spokesperson points, FAQ, briefing document, or launch narrative. Output quality: output-quality-check can check these requirements, sourcing, approval states, news rationale, and prohibited inventions.

Safety and boundaries

• Never manufacture customer/executive/analyst quotes, statistics, adoption, media coverage or interest, endorsements, or leadership claims.
• Keep draft claims sourced and approved. External messages are market-facing: use messaging-consistency-audit for vertical SSOT and horizontal asset validation. Output quality and messaging alignment have separate statuses.
• Route potential canonical changes through ssot-context-loop; never edit canon. For launch readiness, use launch-readiness-check after the launch assets and approvals are ready.
• This skill provides narrative and orchestration. marketing-copy owns final press release, pitch, FAQ, and announcement copy where requested.

Related skills

launch-strategy, launch-readiness-check, partner-marketing, marketing-copy, messaging-consistency-audit, ssot-context-loop, output-quality-check.