press page brief

Read alongside this document: the-two-layers-framework (02-areas/method-admin/the-two-layers-framework.md). It is the governing communication framework for all decisions in this brief — especially D13/D14 and anything involving how Baseworks is described publicly. See §1.5 for the summary.

Purpose of this document: This is a working specification for the rebuild of the Baseworks press page (/communication/). It is designed to be passed to a Claude Code session for implementation, and to be maintained over time as press coverage accumulates and decisions get made. Update the Decisions Log at the bottom whenever something changes.

How to use this document:

Sections 1–3 = strategy & decisions to make. Patrick + Asia review and resolve open items.

Sections 4–6 = inventory & tiering. Living tables. Add new items as they happen.

Sections 7–9 = implementation. Pass to Claude Code once Sections 1–3 are resolved.

Section 10 = decisions log. Append, don’t overwrite.

1. Strategic Frame

1.1 What this page is for

The press page is the credibility surface of baseworks.com. Its two primary readers are:

B2B collaborators and partners — fitness industry operators, academic researchers, conference organisers, brand partners, journalists’ editors evaluating a pitch.
Journalists who might write about Baseworks next.

Secondary readers (prospective program participants, instructors evaluating whether to teach the method, internal team) benefit from the same page but are not the design target.

The page is not primarily for:

SEO traffic from generic search
Existing students reviewing past content (they have the blog and podcast)
Casual visitors browsing

1.2 Strategic positioning of the page

Three things this page needs to communicate within 10 seconds of arrival:

Baseworks is a serious method, not a brand-of-the-month. Two decades of work, international footprint, academic engagement.
There is a clear lineage. YogaJaya (2003–2020) → Baseworks. The method evolved from sustained practice, not invented.
The work is being engaged with by people who matter. Health Club Management (UK trade), NEXT Magazine (Japan), Montreal Neurological Institute, BRNet (Padova), Panasonic R&D, university collaborations.

Things this page should avoid doing:

Claiming notability through volume (“over 100 press mentions”). Volume without substance reads as PR padding.
Mixing weak items with strong ones at equal visual weight. The current page does this.
Generic intro copy (“Browse our collection of media coverage…”). Wastes the most-read real estate on the page.
Burying the academic/research dimension. This is the single thing that most differentiates Baseworks from adjacent methods.

1.3 Bridged framing: Baseworks first, YogaJaya as lineage

Per Patrick’s direction, this page treats Baseworks as the current entity and YogaJaya as historical lineage — not as a single continuous arc, and not as two equally weighted bodies of work. The lineage section appears late in the page, framed as origin/heritage rather than current relevance.

Rationale: YogaJaya’s substantial Japanese press archive (2004–2011) builds credibility but isn’t about Baseworks. Presenting it as current press would be a misframe; omitting it loses real assets. Lineage section solves this.

1.5 The Two-Layers Communication Framework

All strategic communication decisions in this brief — and across all Baseworks communications — are governed by the-two-layers-framework.

The framework documents two genuinely distinct layers of what Baseworks is:

Layer 1 (sensorimotor science): The specific mechanisms Baseworks trains at the neural level — three differentially trainable body awareness capacities, the degrees of freedom / motor equivalence problem as the foundational question, the iterative refinement mechanism. Evidence base: Bernstein, Cisek, Scholz & Schöner, Gordon, Luu. Primary audience: researchers, academic institutions, scientists.
Layer 2 (philosophical/contemplative): What sustained committed practice produces in a person — cross-domain perceptual transformation, epistemological depth, the class of experience that depth of commitment makes available in any disciplined practice. Evidence: phenomenological. Primary audience: practitioners, general public, artists, educators.

The framework also defines three tiers of practice attainment (modality-independent gains, physical-practice-specific gains, conventional fitness outcomes) — a critical distinction when deciding how to address practitioners who already have deep commitment in another domain.

What this means for communication decisions across all contexts:

Context	Layer to lead
Academic conferences, grant applications, science writing	Layer 1
Press page lineage section	Both: Layer 1 as mechanism, Layer 2 as motivation for the studio’s existence
Student onboarding and program copy	Both, with Layer 2 as the accessible entry point
General public / people unfamiliar with the work	Layer 2 first, Layer 1 introduced when they’ve oriented
Potential collaborators (corporate, research, academic)	Layer 1 unless the context is clearly philosophical
Social media and newsletter (Brain Fodder)	Layer 2 primarily; Layer 1 introduced with precision, not casually

The framework resolves the apparent contradiction when Patrick and Asia describe Baseworks differently. They are not contradicting each other — they are describing different levels of analysis of the same work. Without this distinction, communications to external audiences oscillate instead of layer.

Consult before writing: The framework’s “What Belongs to Which Layer: Content and Communication Guide” section is the reference for any content decision, not just press. Read it before producing copy for any medium.

1.4 The journalism family lineage

David Oancia (Patrick’s father, 1929–1995) was a Canadian foreign correspondent — National Newspaper Award recipient, Globe and Mail’s China correspondent during the Cultural Revolution, with a Wikipedia biography. This is appropriate to mention on the press page (not About) because it frames how Baseworks engages with media — as a long-form conversation rather than a campaign. It also gives a legitimate, modest link to Wikipedia from the Baseworks domain.

This is not a notability claim for Patrick. It is a positioning statement about how the work approaches public communication.

2.1 Decision: Keep `/communication/` URL

Superseded in part by §2.4 (2026-05-13). Press items will move to a dedicated CPT at /press/. The /communication/ URL decision now applies only to non-press collaborations content that remains after migration. See §2.4–2.5 for the full architecture and D11–D12 for open items.

Recommendation: Do not redirect. Reasons:

The page is indexed and may have inbound links from Health Club Management, podcast show notes, Vanguardia, and other outlets covered.
Individual posts use the /communications/ (plural) slug pattern. Changing the parent breaks consistency.
The actual problem is the navigation label, not the URL.

Decision: Keep URL /communication/. Change navigation label only.

Current: PRESS | MEDIA | COLLABORATION (in main nav, under ABOUT). Proposed: PRESS

Rationale: The triple-label tries to describe content rather than function. Visitors looking for press coverage look for “Press.” The page can still contain media, collaborations, and academic appearances — those are sections within the press page, not separate sibling categories.

2.3 Optional: `/press/` as alias

If clean URL is wanted for pitching journalists (“see baseworks.com/press”), set up /press/ as an alias pointing to the same page content. Not a redirect — both URLs serve the same page. Lower priority; only if straightforward to implement.

Superseded by §2.4 (2026-05-13). /press/ is now the primary CPT archive URL, not an alias.

2.4 Decision: Dedicated Press CPT at `/press/` (added 2026-05-13)

Rationale: Not all content under /communication/ is press. Collaborations (Fuji Rock, Panasonic R&D, WordCamp), festival appearances, and industry partnerships are categorically distinct from editorial press coverage and academic appearances. Mixing them in a single CPT with a flat archive gives no meaningful taxonomy and weakens the credibility signal of genuine press. A dedicated bw_press CPT separates the concerns cleanly.

CPT registration:

Post type: bw_press
Archive slug: /press/
Single item slug: /press/{outlet-headline-year}/ (e.g., /press/hcm-rise-of-low-intensity-exercise-2023/)
Supports: title, thumbnail, excerpt, custom fields (ACF)

Consequence for existing /communication/ items: Press items (Tier 1, Tier 2 Academic, Tier 2 Collaborations) migrate to bw_press. Non-press collaboration items stay in the existing CPT or move to a dedicated Collaborations CPT. Fate of /communication/ depends on D12.

Legacy URL handling: /communication/<slug>/ URLs for migrated items need a 301 redirect to /press/<new-slug>/. Depends on D11.

2.5 Open: Fate of `/communication/` after press items migrate (added 2026-05-13)

Three options:

Retire and redirect. If all current content migrates to bw_press (and possibly a future bw_collaboration CPT), /communication/ can redirect to /press/ or be retired entirely. Cleanest URL structure; requires a decision on collaborations content.
Rename to Collaborations. Keep the CPT but repurpose it — navigation label changes to “Collaborations” and only festival appearances, brand partnerships, and production collaborations remain. Clean separation of concerns.
Keep as-is. Leave /communication/ running alongside /press/. Least disruption but creates two overlapping press surfaces. Not recommended.

Recommended: Option 2 (rename to Collaborations). Depends on D12.

2.6 Lean CPT Architecture — Minimum Viable Schema (added 2026-05-13)

ACF field set for `bw_press` posts

Field	Type	Required	Notes
`outlet_name`	Text	Yes	Publication, show, or institution name
`outlet_logo`	Image	No	Fallback to text mark if unavailable
`outlet_country`	Select	Yes	For filter and country flag display
`coverage_format`	Taxonomy	Yes	See `press_format` below
`coverage_era`	Taxonomy	Yes	See `press_era` below
`coverage_date`	Date	Yes	Publication or event date
`journalist_author`	Text	No	Named journalist or host, if applicable
`summary_one_line`	Textarea	Yes	Baseworks-POV one-liner (not lifted from article)
`pull_quote`	Textarea	No	Under 15 words; attributed to outlet
`external_url`	URL	No	Link to original coverage if publicly accessible
`internal_post_id`	Relationship	No	Links to a full write-up post on baseworks.com

Taxonomy: `press_format`

editorial — Named journalist, print or digital editorial
podcast — Long-form podcast episode
academic — Conference talk, lecture, peer-reviewed paper, university collaboration
collaboration — Brand partnership, R&D collaboration, production
panel — Industry panel or roundtable
festival — Festival exhibit or seminar

Taxonomy: `press_era`

baseworks — 2020–present
yogajaya — 2003–2020 (lineage section only)

Schema.org per format type

Format	Schema type	Key additional fields
`editorial`	`Article`	`author`, `publisher`, `datePublished`, `about.url`
`podcast`	`PodcastEpisode`	`partOfSeries`, `author` (host), `about.url`
`academic`	`Event`	`organizer` (institution), `performer` (Asia/Patrick), `about.url`
`collaboration`	`CreativeWork`	`contributor` (partner), `about.url`

about.url requirement: Every press item schema must include about.url pointing to the canonical Baseworks Method page, Patrick’s bio page, or Asia’s bio page as appropriate. This is the primary mechanism for AI search entity consistency — see §8a.

3. Open Decisions Requiring Patrick + Asia Review

These need to be resolved before Claude Code drafts copy. Do not let the implementation session decide these.

#	Decision	Status	Notes
D1	Final list of items in Featured Coverage section (max 6)	OPEN	See Section 4 inventory & tiering. Patrick + Asia review.
D2	Final list of items in Academic & Research section	OPEN	Includes upcoming MNI talk and BRNet 2026. Confirm what else qualifies.
D3	Final list of items in Collaborations & Industry section	OPEN	Panasonic, WordCamp, Fuji Rock confirmed strong. Others TBD.
D4	YogaJaya lineage section: which outlets to name explicitly	OPEN	Recommend naming 5–7 of the strongest: Japan Times, Vogue Japan, Brutus, Elle Japan, Yoga Journal Japan, plus Yoga Aktuell (Germany). See Section 5.
D5	David Oancia paragraph: exact wording and Patrick’s comfort level	OPEN	Draft wording in Section 7.6. Patrick to approve tone.
D6	Press contact email and what’s offered (headshots, b-roll, fact sheet)	OPEN	Need a dedicated press email or use existing. Need to assemble or confirm the assets.
D7	Media kit format: downloadable PDF, separate page, or both	OPEN	Recommend downloadable PDF + a permanent `/press/media-kit/` page.
D8	Should the Brain Fodder newsletter be referenced anywhere on the press page	OPEN	It’s owned media, not press. Probably no, but flag.
D9	Pull quotes from Featured Coverage items — confirm permission/preference	OPEN	Trade press generally accepts short pull quotes with attribution; podcast hosts may have preferences.
D10	Japanese version of the press page (`/ja/communication/`) — mirror or different content priorities	OPEN	Japanese audience weights YogaJaya legacy heavier; structure may differ.
D11	Legacy `/communication/<slug>/` URL handling after press items migrate to `/press/`	OPEN	301 redirect to `/press/<new-slug>/` is standard; confirm scope and mapping before migration begins.
D12	Fate of `/communication/` CPT after press items migrate	OPEN	Recommend renaming to Collaborations (§2.5 option 2). Patrick + Asia to confirm.
D13	Lineage narrative bridge framing — the interdisciplinary learning space arc	LIKELY RESOLVED — confirm	the-two-layers-framework (co-authored by Asia, 2026-05-13) contains an explicit “Press Page Application (D13 Resolution)” section with a 5-point arc. Patrick to confirm whether this closes D13. If so, move to Decisions Log.
D14	Whether the word “yoga” appears on the press page at all	LIKELY RESOLVED — confirm	The framework’s “Yoga Identity Question” section and the 5-point arc answer this: yoga appears once, subordinately, as vocabulary of the period. Depends on D13 confirmation.

4. Press Inventory — Current Baseworks-Era

This is the working inventory of Baseworks-era press, media, and engagement. Source: /communication/ page contents as of 2026-05-10. Append new items as they happen.

Tier definitions:

Tier 1 (Featured): Independent journalist or named outlet, substantive piece about Baseworks or Patrick/Asia as subject. These carry the page.
Tier 2 (Strong supporting): Podcast appearances on established shows, academic collaborations, conference talks, significant brand collaborations.
Tier 3 (Archive): Festival appearances, panel discussions, lighter mentions, items where Baseworks was participant rather than subject.

4.1 Tier 1 candidates — Featured Coverage

Item	Outlet	Country	Year	Format	Subject	Notes
The Rise of Low-Intensity Exercise	Health Club Management	UK	2023	Editorial / Trade press feature	Patrick Oancia	Named journalist (Kath Hudson). Major UK fitness industry trade publication. Strong.
Unlearning Movement Habits	Health Club Management	UK	2023	Interview	Patrick Oancia	Same publication, second appearance. Shows depth, not one-off. Strong.
Increase Physical Intelligence to Move More Intentionally	NEXT Magazine	Japan	2023	Editorial feature	Baseworks method	Feature on the method itself, not just Patrick. Strong for Asia’s positioning.
The Biology of Body Awareness	Material for The Brain podcast	Austria	2023	Long-form podcast	Asia Shcherbakova	Asia’s neuroscience-informed perspective. Strong for Asia’s positioning.
Dance and Altered States of Consciousness	Material for The Brain podcast	Austria	2024	Long-form podcast	Asia Shcherbakova	Second appearance, shows ongoing engagement. Strong.
The Transformative Force of Structured Anarchy	Material for The Brain podcast	Austria	2021	Long-form podcast	Patrick Oancia	Patrick’s episode, covers full arc including Montreal punk scene → Tokyo → method. Strong.
Balancing Structure and Exploration	Movers Mindset / Craig Constantine	USA	2020	Long-form podcast	Patrick Oancia	Established movement-practice podcast. Strong.

Recommended featured set (max 6): Patrick and Asia choose 4–6 from the above. My suggested set, optimizing for diversity of outlet type and audience: HCM (Rise of Low-Intensity), NEXT Magazine, Material for The Brain (Asia 2024 — most recent), Material for The Brain (Patrick 2021), Movers Mindset. That’s 5, leaves one slot open for the next strong item.

4.2 Tier 2 — Academic & Research

Item	Venue	Country	Year	Format	Notes
Degrees of Freedom Control in Non-Habitual Movement	27th Brenda Milner Neuropsychology Day, Montreal Neurological Institute	Canada	2026-05-11	Conference talk	Upcoming. Asia presenting. MNI is a globally recognized neuroscience institution. Highest-value academic credential to date.
Three Trainable Components of Body Representation	BRNet 2026, Padova	Italy	2026-06-08/09	Conference talk	Upcoming. International body representation research network.
Decision-Making Autonomy, Self-Care Skills, and Body Awareness	UNAB University	Colombia	2024	Lectures	University-level collaboration.
Movement for Musicians	UNAB University music department	Colombia	2024	Workshop/Collaboration	University-level pedagogical collaboration.

Note: This section is the single most important growth area for the page. As Asia’s neuroscience work matures and gets published, this section will grow. Build it as a section that can hold 10+ items in time without losing structure.

4.3 Tier 2 — Collaborations & Industry

Item	Partner	Country	Year	Format	Notes
Panasonic Motion Tracking & Emotion Visualizer	Panasonic R&D	Japan	2019	Collaboration	R&D collaboration with a major Japanese corporation. Strong industry credential.
WordCamp Canada 2024 Panel	WordCamp Canada	Canada	2024	Panel discussion	Tech/web community engagement; useful for showing range.
Fuji Rock: Baseworks Exhibit and Practice Experience	Fuji Rock Festival	Japan	2015 (5 consecutive years)	Festival exhibit + seminars	Major Japanese music festival, 5-year run. Cultural-reach credential.
Burning Man Practice Experience	Burning Man	USA	2012	Practice facilitation	Lighter; consider whether to retain.
Filming Baseworks Practice Platform	Nicci Keller (Tokyo director)	Japan	2021	Production collaboration	Production credential; consider whether it fits press or belongs on a separate production page.

4.4 Tier 3 — Archive

Item	Outlet	Country	Year	Format	Notes
Vanguardia announcement of Baseworks events	Vanguardia	Colombia	2024	Press editorial	Event announcement rather than feature. Keep in archive.

4.5 Items missing from current page

These are mentioned in Patrick’s broader work but don’t appear on /communication/. Confirm whether they exist, and if so, add:

Any UK press coverage beyond Health Club Management (2023 was move-to-Montreal era; UK coverage may exist)
Any German-language coverage of Baseworks (Yoga Aktuell covered Patrick personally pre-Baseworks; check whether anything Baseworks-specific exists)
Citations of the Baseworks methodology in academic papers (Asia may be tracking these)
Any Quebec/Montreal local press since 2020 relocation
Brain Fodder newsletter — explicitly excluded from press page (owned media) but worth noting it exists as a parallel asset

5. Press Inventory — YogaJaya Era (Lineage)

Full archive lives at https://yogajaya.com/press. The press page lineage section should not reproduce the full list — it would dilute the Baseworks-era inventory above. Instead, name 5–7 of the strongest outlets and link to the full archive.

5.1 Recommended named outlets for the lineage section

Per earlier review of yogajaya.com/press:

The Japan Times (verified online — June 2007 event preview, Patrick Oancia named as director of YogaJaya Tokyo)
Vogue Japan (2009)
Brutus (Magazine House, 2005)
Elle Japan (2005)
Yoga Journal Japan (2008 premier issue)
Yoga Aktuell (Germany — feature on Patrick personally)
Metropolis (Tokyo English-language city magazine, multiple appearances 2004–2010)

Optional additions: Harper’s Bazaar Japan, Esquire Japan, Tokyo FM (radio).

5.2 What the lineage section should NOT do

List 100 outlets. The full list is on yogajaya.com/press — link to it.
Claim the YogaJaya press was about Baseworks. It wasn’t. It was about the studio and yoga generally with Patrick as teacher/director.
Hide that YogaJaya is closed. Frame it as completed work, not absence.

5.3 Suggested framing language

Draft for the lineage section, subject to Patrick’s voice review:

Baseworks is the current form of a body of work developed over more than two decades. From 2003 to 2020, that work took shape inside YogaJaya, a movement studio in Tokyo that ran for nearly twenty years and trained over 500,000 students across 30,000+ classes. YogaJaya was covered in [The Japan Times, Vogue Japan, Brutus, Elle Japan, Yoga Journal Japan, Metropolis, and Yoga Aktuell (Germany), among others]. The full archive remains at yogajaya.com/press.

Baseworks emerged from that practice as a distinct method, and is the current direction of the work.

6. The Journalism Family Lineage — David Oancia

6.1 What this is and what it isn’t

This is a positioning statement, not a notability claim. The purpose is to frame how Baseworks engages with media. It belongs on the press page because that’s where the framing lands for the reader being addressed (journalist, editor, partner).

It is not:

A claim to inherited notability
A biographical detail that belongs on About (it can be there too, separately, but the press page is where the framing matters)
A name-drop

6.2 Draft wording

Subject to Patrick’s voice review (D5):

Baseworks founder Patrick Oancia comes from a family with journalism in its lineage. His father, David Oancia, was a Canadian foreign correspondent for The Globe and Mail who covered China during the Cultural Revolution, and received the National Newspaper Award for that work. That background shapes how Baseworks engages with media — as a long-form conversation rather than a campaign.

6.3 Placement

This paragraph sits at the end of the lineage section (after the YogaJaya framing), not at the top of the page. Reasons:

Top of the page is for current credibility, not heritage.
Placing it after YogaJaya creates a natural flow: current method → studio origin → family origin → reader’s call to action.
A reader who reaches this paragraph has already invested attention; they’ll read it. A reader who lands cold and sees the family detail first will misread the page as nepotistic.

7. Page Structure — Section by Section

This is the blueprint for the rebuilt page. Each section includes purpose, content, copy guidelines, and dependencies on Section 3 decisions.

7.1 Section: Header / Above the Fold

Purpose: Position Baseworks for a cold visitor in one sentence. Offer three immediate actions.

Content:

H1: Press
One-sentence positioning paragraph
Three action links: (a) Press contact, (b) Media kit, (c) Booking & collaboration inquiries

Copy guideline:

No “welcome to our press page” filler.
No “browse our collection.”
The positioning sentence should pass the test: would a journalist who has 90 seconds understand what Baseworks is and why it’s worth covering?

Suggested positioning sentence (Patrick to review):

Baseworks is a movement education method developed over more than two decades across Tokyo, Montreal, and Europe, focused on the cognitive and perceptual foundations of physical practice. This page is for journalists, researchers, and collaborators.

7.2 Section: Featured Coverage

Purpose: The 4–6 strongest pieces of press, given visual prominence over the rest of the page.

Depends on: Decision D1.

Content per item:

Outlet name and logo (or text mark if logos unavailable)
Headline / title of piece
Date
Country flag or country name
One-line summary written from Baseworks’ POV (not just lifted from the article)
One pull quote from the piece (under 15 words; cite outlet)
Link to the full coverage post on baseworks.com

Layout: Card grid, 2 columns desktop / 1 column mobile. Featured items should have larger thumbnails and slightly more breathing room than archive items.

Copy guideline for one-line summaries:

State what the piece is about, not that it exists.
Use named outlets and named journalists where applicable.
Avoid superlatives (“acclaimed,” “renowned”). The fact that the outlet is HCM or NEXT or MNI is the credential; adjectives weaken it.

7.3 Section: Academic & Research

Purpose: Signal that Baseworks is engaged with by researchers and academic institutions. This is the single most distinctive credibility signal on the page.

Depends on: Decision D2.

Content per item:

Venue name (institution, conference)
Date
Talk / collaboration title
Presenter (Patrick, Asia, or both)
One-line summary
Link if applicable (event page, abstract, recording)

Layout: Different visual treatment from Featured Coverage. Suggest a structured list (institution name in bold, talk title below, date and presenter as metadata). Academic readers expect this register.

Special note: The MNI talk (May 11, 2026) and BRNet 2026 (June 8–9, 2026) are upcoming as of this brief’s writing. After they happen, update entries with recordings, slides, or recap posts.

7.4 Section: Collaborations & Industry

Purpose: Show that the method has been engaged with by partners outside the wellness/yoga industry — corporations, festivals, tech communities, universities (when not academic).

Depends on: Decision D3.

Content per item: Partner, year, country, format, one-line summary, link.

Layout: Similar to Featured Coverage but smaller card size; visual hierarchy makes clear this is supporting, not headline.

7.5 Section: Full Press Archive

Purpose: The complete chronological list, for the reader who wants to see everything.

Content: Every item not already shown in Featured / Academic / Collaborations. Paginated (10 per page).

Filters: Format (Editorial / Podcast / Panel / Collaboration), Country, Year.

Note: The current /communication/ page is essentially this section flattened out without the sections above it. Most of the rebuild work is adding the higher-tier sections, not rewriting the archive.

7.6 Section: Lineage — YogaJaya and Family

Purpose: Anchor Baseworks in a longer arc of work and a meaningful family lineage.

Depends on: Decisions D4, D5, D13, D14.

Content: Two short paragraphs.

Paragraph 1: YogaJaya framing (draft in Section 5.3) — subject to bridge narrative resolution (D13)
Paragraph 2: David Oancia framing (draft in Section 6.2)

Layout: Prose, no cards. Plain paragraphs with inline links. This is the only section of the page that is read linearly rather than scanned.

Visual treatment: Consider a subtle visual separator (horizontal rule or section heading change) to signal a register shift from “current work” to “origin.”

The bridge problem (added 2026-05-13)

Primary reference: the-two-layers-framework — specifically the “The Yoga Identity Question” section and “Press Page Application (D13 Resolution)” section. That document was co-authored by Asia and supersedes the analysis below as the authoritative framing. This section is a summary pointer; the framework document is the source of truth.

The structural problem in brief:

YogaJaya’s press archive (142+ PDFs, 2004–2017) exists in yoga and wellness publications — because that was the available market vocabulary in Tokyo in 2003. That archive does not describe what the work was or what it became. Presenting it as continuous lineage without framing risks the misread the framework calls the “yoga → science” problem: treating the category label as identity.

The transformation argument (from the framework):

The framework resolves this with the churning metaphor: butter comes from milk but is not milk. The categorization problem belongs to the observer who reads backward — treating the yoga-era coverage as proof the work was yoga, rather than as proof of the vocabulary available in Tokyo in 2003. The yoga press stopped covering YogaJaya precisely when Baseworks became categorically distinct; that absence is evidence of transformation, not a gap.

The five-point arc for the lineage section (from the framework’s “Press Page Application”):

Establish the problem (movement communicability, Bernstein) as the primary thread — Layer 1
Name the studio as an interdisciplinary learning space — Layer 2 (the honest framing of why the studio existed)
Describe the iterative refinement process as the mechanism
Mention philosophical intention briefly as background
Let yoga appear once, subordinately, as vocabulary of the period

Note on the existing draft arc (below the §5.3 framing in this brief): That draft is Layer 1-heavy. It leads correctly with the communicability problem but undersells the Layer 2 motivation. A revised draft should include the philosophical conviction that drove the interdisciplinary model (Layer 2 step 4 above). Do not finalize copy until Patrick confirms Layer 2 inclusion and D13 is closed.

What the narrative must NOT do (unchanged from the framework):

Frame the arc as “yoga → science”
Omit the Tokyo studio
Apologise for or distance from the past work
Use “yoga” as a primary identifier on the page

7.7 Section: Press Contact & Media Kit

Purpose: Make it easy for a journalist to get what they need without emailing first.

Depends on: Decisions D6 and D7.

Content:

Press contact email
Response time expectation (24–48 hours, etc.)
Downloadable media kit (PDF):
- Baseworks method one-pager
- Patrick Oancia bio (short and long versions)
- Asia Shcherbakova bio (short and long versions)
- Hi-res headshots (Patrick, Asia)
- Method b-roll / sample images
- Logo (light and dark versions)
- Fact sheet (founded, locations, key facts, key terms)
Collaboration inquiries: separate path or same? (Recommend same email, with a one-line note about scope.)

Note: If media kit assets don’t exist yet, this section ships in a “minimal” form (email + bio + headshot) and gets upgraded incrementally. Don’t block launch on the full kit.

8. Copy Guidelines — Voice and Register

These guidelines apply to all new copy written for the press page. They derive from Patrick’s stated voice preferences and from the existing baseworks.com voice.

8.1 Voice principles

Understated and direct. No superlatives. No marketing-speak. No “acclaimed,” “renowned,” “pioneering,” “industry-leading.”
Precise word choices. Prefer “concise” over “brief but comprehensive.” Prefer “spot on” over “highly accurate.” Prefer “IMO” over credentials-forward framing (where first-person appears).
Tight is better. If a sentence can be cut, cut it.
No long dashes. Use commas or periods. (Em dashes elsewhere on the web are fine; Patrick’s voice avoids them.)
Third person for most page copy. First person only in the lineage section if Patrick reviews and approves.

8.2 Register

The existing baseworks.com voice is slightly academic but not stiff. Capitalised proper-noun terms (Method, Principles, Physical Intelligence) are part of the voice and should be preserved. The press page register should sit at the same level — neither more casual nor more formal.

8.3 What to avoid

“We are excited to announce…”
“Renowned for…”
“Featured in publications such as…”
“Trusted by…”
“A leader in…”
Long, breathless sentences that pile up clauses to sound impressive
Generic stock photography (the existing site uses real practice photography; maintain this)

8.4 Pull quote handling

When quoting from Featured Coverage items:

Keep each quote under 15 words.
Attribute to the publication, not just “a recent article.”
One pull quote per source.
Do not use quotes to do the credibility work the source itself is already doing.

8a. SEO and AI Search Strategy (added 2026-05-13)

Traditional SEO and AI search (LLMs, AI Overviews, Perplexity) use the same underlying signal: entity co-occurrence across multiple credible sources. A press page is one of the strongest on-site tools for building that signal, because it concentrates external citations around a small set of canonical entities.

8a.1 Entity consistency — primary lever

The three core entities this page must establish clearly for search engines and LLMs:

Baseworks Method — what it is, canonical URL: baseworks.com/about/ (or dedicated method page)
Patrick Oancia — founder, bio canonical URL: baseworks.com/about/patrick/ (or About page)
Asia Shcherbakova — researcher/practitioner, bio canonical URL: baseworks.com/about/asia/ (or dedicated page)

Every press item on the page should connect to at least one of these entities via:

Inline link from the item’s summary text
Schema.org about.url in the post’s structured data (see §2.6 schema table)

Why this matters for AI search: When an LLM or AI Overview system encounters a query about “Baseworks method” or “Patrick Oancia movement educator,” it looks for consistent co-occurrence: does the same entity (Baseworks Method page URL, Patrick’s bio URL) appear alongside credible third-party references (Health Club Management, MNI, NEXT Magazine)? The press page is the single best place to create that pattern at scale.

Semantic displacement — IS / IS NOT (from the-two-layers-framework §AI discoverability):

AI systems trained on large text corpora associate yoga studios, movement practices, body awareness, somatic methods, and mindfulness within a tight semantic neighborhood. Baseworks must explicitly name both what it IS and what it is NOT — with the reason — so that AI-generated summaries and search categorizations don’t default to the nearest cluster.

What Baseworks IS (semantically): sensorimotor training method; body awareness as discriminative capacity (spatial awareness, localized proprioceptive awareness, interoceptive awareness as distinct trainable systems); movement communicability optimization; physical education addressing Bernstein’s degrees of freedom / motor equivalence problem.

What Baseworks is NOT: yoga (in the yoga-industry sense); a somatic therapeutic practice; a flexibility or relaxation practice; a mindfulness practice; a wellness method. These negations are semantic displacement markers — they need to appear explicitly in authoritative on-site documents (About, Method page, press page), not just be implied by the positive description.

These markers should appear on the press page’s /press/ archive page (in the intro text) and in the Schema.org description fields for the WebPage and CollectionPage schemas.

8a.2 Canonical URLs — protect them

Never change the slug of a post once it has external inbound links (HCM, podcast show notes, event pages).
If a press item’s URL must change, always 301 redirect the old URL.
The bw_press CPT’s slug pattern /press/{outlet-headline-year}/ is designed to be stable and self-describing: don’t abbreviate outlet names in slugs.

Example good slug: /press/health-club-management-rise-of-low-intensity-exercise-2023/ Example bad slug: /press/hcm-2023/

8a.3 Cross-linking strategy

From the press page outward:

Every Featured Coverage item links to the related blog article on baseworks.com where one exists.
Every Academic & Research item links to the event page (e.g., /event/neuropsychology-day-2026/) or abstract.
The lineage section links to yogajaya.com/press (external, no nofollow needed — it’s a related owned property).
The David Oancia paragraph links to his Wikipedia article (rel="noopener" only, no nofollow).

From other site pages inward to /press/:

About pages for Patrick and Asia should each include a “Press” or “In the media” section with a link to the press page.
Blog articles that correspond to press coverage should include a reverse link (“This piece was covered by Health Club Management — see the press entry”).
Event pages for MNI and BRNet 2026 should link back to the Academic & Research section of the press page once those events complete.

External links accepted without nofollow:

Wikipedia (David Oancia article)
Academic institution pages (MNI, BRNet, UNAB)
Major outlet homepages (HCM, NEXT Magazine)
yogajaya.com (owned property)

8a.4 Taxonomy pages as crawlable collections

The press_format and press_era taxonomies generate archive pages automatically:

/press/format/editorial/
/press/format/academic/
/press/era/baseworks/
/press/era/yogajaya/

These pages should not be noindexed. They are crawlable collections that help search engines and LLMs understand the scope and type of coverage. Add a short (1–2 sentence) description to each taxonomy archive page — these descriptions are what AI Overviews pull from when summarising entity coverage.

8a.5 URL semantics

Slugs should be human-readable and entity-rich. Examples:

/press/hcm-rise-of-low-intensity-exercise-patrick-oancia-2023/ ← includes outlet abbreviation, article topic keywords, person name, year
/press/material-for-the-brain-asia-shcherbakova-biology-of-body-awareness-2023/
/press/mni-neuropsychology-day-degrees-of-freedom-asia-shcherbakova-2026/

The pattern {outlet}-{topic-keywords}-{person}-{year} is the recommended slug structure.

8a.6 Structured data implementation checklist

bw_press CPT generates JSON-LD per post using coverage_format to select schema type
All schemas include about.url pointing to canonical method/person page
Taxonomy archive pages have CollectionPage schema with description
Press page main archive (/press/) has WebPage schema with about pointing to Baseworks Method entity
David Oancia Wikipedia link uses rel="noopener" only (not nofollow)

9. Asset Checklist

Required before launch. Mark as ✅ when complete.

9.1 Written assets

9.2 Visual assets

Patrick Oancia headshot, hi-res (1500px+)
Asia Shcherbakova headshot, hi-res (1500px+)
Baseworks practice photography, hi-res (3–5 selects for media kit)
Baseworks logo, light background
Baseworks logo, dark background
Outlet logos for Featured Coverage (HCM, NEXT, Material for The Brain, Movers Mindset, etc.) — confirm usage permissions or use text marks

9.3 Page assets

Navigation label updated: “Press | Media | Collaboration” → “Press”
Optional /press/ alias to /communication/
Media kit page (/press/media-kit/ or equivalent)
Media kit PDF download
Press contact form or mailto: link
OG / Twitter card image updated to reflect new page positioning

9.5 Archival source assets (B2 storage)

Original press article PDFs and raw source files are archived to Backblaze B2 at press/articles/. These are not published to the CDN — they are internal reference material only. Screenshots or crops extracted from PDFs for use on the page are processed through the standard compress-photos pipeline and served from media.baseworks.com.

Upload article PDFs to B2 press/articles/ as they are located
Note CDN URLs for any screenshots extracted from PDFs and referenced on the page

9.4 Backend / technical

Filter functionality for archive (Format, Country, Year)
Pagination for archive (10 per page)
Schema.org markup for press articles (Article type with author, publisher)
Wikipedia link to David Oancia article: rel="noopener" only, no nofollow
Japanese version (/ja/communication/) decision (see D10)

10. Decisions Log

Append every decision made about this page here, with date and rationale. Do not overwrite — strikethrough or supersede.

Date	Decision	Made by	Rationale
2026-05-10	Page URL stays as `/communication/`, only the navigation label changes to “Press”	Patrick (with Claude advice)	Preserves SEO and inbound links; the label is the actual problem.
2026-05-10	Bridged framing: Baseworks current, YogaJaya as lineage section	Patrick	YogaJaya press is substantial but not about Baseworks; separating prevents misframing.
2026-05-10	David Oancia paragraph included on press page, not About	Patrick	Belongs where it does positioning work (with journalist readers). Can also appear on About separately.
2026-05-10	Brain Fodder newsletter explicitly excluded from press page	Patrick (via Claude framing)	Owned media, not press.
2026-05-10	Initial Featured Coverage candidate set defined (Section 4.1)	Claude proposal	Patrick + Asia to confirm (Decision D1 open).
2026-05-10	Press article PDFs archived to B2 `press/articles/`; screenshots processed via compress-photos pipeline to media.baseworks.com CDN	Patrick	PDFs are archival source material, not published assets. Screenshots go through standard photo pipeline.
2026-05-13	Dedicated `bw_press` CPT at `/press/` approved (supersedes 2026-05-10 `/communication/` URL-only decision in part)	Patrick	Content classification problem: `/communication/` mixes press with collaborations and festivals. Clean separation required for taxonomy, SEO, and schema. See §2.4.
2026-05-13	Lean CPT schema defined: 11 ACF fields, `press_format` and `press_era` taxonomies, Schema.org mapping per format type	Claude proposal	Minimum viable schema to support filtering, structured data, and AI entity consistency. Patrick to confirm field set before implementation. See §2.6.
2026-05-13	SEO and AI search strategy added to brief as §8a	Claude proposal	Entity co-occurrence via `about.url` in schema is the primary lever; taxonomy pages as crawlable collections; slug pattern defined.
2026-05-13	Bridge problem formulated: YogaJaya framing must lead with the pedagogical problem (motor equivalence / communicability), not with yoga context	Patrick + Claude	Resolves categorization risk (Ksenia’s constraint). Full problem statement in §7.6. Draft arc pending D13 review.
2026-05-13	Two-Layers Communication Framework integrated as governing document for all Baseworks communications (§1.5); D13/D14 likely resolved by framework’s “Press Page Application” section — Patrick to confirm	Patrick (framework co-authored by Asia + Claude)	Framework distinguishes sensorimotor science layer (Layer 1) from philosophical/contemplative layer (Layer 2); governs which layer leads in each communication context; IS/IS NOT semantic markers pulled into §8a.1 for SEO/AI.

11. Implementation Notes for Claude Code Session

When this brief is passed to a Claude Code session:

Resolve open decisions first. Sections 1–3 contain decisions Patrick and Asia must make. Do not draft final copy until D1–D10 are resolved.
Treat the inventory as the source of truth. Section 4 and 5 tables are what the page is built from. Do not invent items.
Preserve existing voice. Section 8 governs all copy. Cross-check drafts against existing baseworks.com pages (especially /about/ and /baseworks-key-principles/) for consistency.
Build incrementally. Header + Featured Coverage first. Then Academic & Research. Then everything else. Don’t try to launch the entire rebuild in one shot.
Maintain this document. When decisions get resolved or new items get added, update the relevant section and append to the Decisions Log.
Test on mobile. Most journalists open press pages on phones during quick research. Mobile-first layout is mandatory.
Do not regenerate David Oancia paragraph creatively. The wording in Section 6.2 is calibrated for tone and ought to be used as-is or with minimal edits by Patrick.

Appendix A — Useful Links

Current press page: https://baseworks.com/communication/
Existing about page: https://baseworks.com/about/
YogaJaya press archive: https://yogajaya.com/press
David Oancia Wikipedia article: https://en.wikipedia.org/wiki/David_Oancia
Japan Times piece (2007, Patrick named): https://www.japantimes.co.jp/culture/2007/06/15/events/events-outside-tokyo/take-a-psychedelic-trip-in-shibuya/
Brenda Milner Neuropsychology Day 2026 event page: https://baseworks.com/event/neuropsychology-day-2026-degrees-of-freedom-control/
BRNet 2026 Padova event page: https://baseworks.com/event/brnet-2026-three-trainable-components-body-representation/

Appendix B — Out of Scope for This Brief

Wikipedia article about Patrick Oancia (deferred — revisit after MNI talk + BRNet 2026 are documented; the press page is the precondition for any future Wikipedia case)
Wikipedia article about YogaJaya (likely not pursuing; existing archive is studio-focused and verifiability is weak)
Edit to David Oancia Wikipedia article to mention Patrick’s work (only appropriate if YogaJaya or Baseworks reach independent notability)
Press release distribution strategy (separate workstream)
Pitch templates for journalists (separate workstream — but this page is the asset those pitches link to)