5:41 a.m., the harbor’s still grey, and three energy reporters already have your embargoed kit open.

The document a reporter opens before deciding whether to reply. If it answers their first five questions, they write back with the sixth — which is the one that becomes a story.

1. p.01

   the release

   Embargo-ready, around 450 words, with a headline written to be filed — not framed on the office wall.

2. p.02

   founder bios

   Three lengths: 25 words for a caption, 100 for a sidebar, one page for the profile writer.

3. p.03

   the fact sheet

   Every MWh, tCO₂e and $/kg in your deck, each one footnoted to the report, pilot log or LCA it came from.

4. p.04

   the skeptic’s q&a

   The ten questions a reporter’s outside scientist will ask about your chemistry — answered before anyone has to ask.

5. p.05

   the tech, in plain english

   One page explaining how it works to a smart generalist on the business desk. No acronyms left standing.

6. p.06

   visuals shot list

   We don’t shoot; we direct. A list of product, site and founder images your photographer can work straight from.

Good fit if

You’ve got a dated milestone in the next two months and nothing a journalist could open today.

Not yet if

The news is “we exist.” We’ll tell you so on the call and point you at the right moment to come back.

For the stretch between big announcements, when the sector keeps making headlines and your founder should be quoted in them. One sharp angle a month, worked hard.

1. wk.1

   angle workshop

   Ninety minutes with your founders to pick the one angle worth a reporter’s morning this month.

2. wk.1

   the named list

   25 to 40 reporters who’ve filed on your beat lately, assembled one byline at a time — every name with a reason it’s there.

3. wk.2–3

   one-to-one pitches

   Each email written for the person reading it, referencing what they’ve covered. Zero mail-merge fields.

4. rolling

   reactive commentary

   When federal tax-credit guidance drops or a rival raises, your founder’s take is in front of reporters the same day.

5. fridays

   the debrief

   Who bit, who passed, who said “not now, maybe Q1.” A short note every Friday, a longer one at month-end.

6. wk.4

   next month’s angle

   A shortlist of what to pitch next, drawn from what reporters told us they wanted more of.

Good fit if

You’re in a policy-heavy corner — storage, retrofits, SAF — where the news cycle hands you openings every month.

Not yet if

Your founder can’t give us two hours a week for calls and quotes. Reporters move faster than that.

For the one date that matters this year — a product, a round, a first deployment. The full runway, timed backwards from the minute your embargo lifts.

1. t–42

   kickoff

   A 90-minute call to lock the date, the news and the one sentence we want every story to contain.

2. t–42 → t–21

   the full kit

   Everything in Service 01, included — built while the story is still taking shape.

3. t–21 → t–1

   embargoed briefings

   Trade titles first, national climate desks after, each call scheduled around the reporter’s deadline, not ours.

4. t–7

   founder prep

   A one-page brief on every reporter plus a mock interview before each real one. What they ask, what makes them roll their eyes.

5. t–0

   launch-morning desk

   On from 5:30 a.m. Eastern. Follow-ups answered inside the hour, misprinted figures corrected that morning.

6. t+7

   second wave + report

   First coverage turned into follow-on pitches, then a plain coverage report: what ran, where, and what to do with it.

Good fit if

You have a date in pencil six weeks out or more, and a number you can stand behind in front of a scientist.

Not yet if

Launch is next Tuesday. Book the launch-morning desk below instead, and the full runway for the next one.