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Thu Sep 28 00:55:59 2006 UTC (13 years, 11 months ago) by dberkholz
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Add notes I took on PR for OSS projects at OSCON 2006.

1 dberkholz 1.1 Josh Berkus
2     Open-Source Press Relations
3    
4     Resources
5     volunteers
6     press contacts
7     reference users
8     press kit
9     a little money
10    
11     Volunteers
12     writers/designers
13     press releases
14     web design and graphics
15     handouts and articles
16     translators
17     regional contacts
18     press/biz experience
19     email/phone for work hrs
20     one per country/region/language
21    
22     PR contributions are as valuable as code
23    
24     Press contacts
25     collect a list
26     bloggers/reporters in your community
27     reporters who have covered your project
28     lists from conferences
29     biz cards
30     manage the list
31     keep in central, secure location
32     don't want it stolen, or reporters spammed
33     separate into categories
34     "warm", "cold", "intimate" contacts
35    
36     Reference users
37     Testify that your project is ready for production use
38     You need them
39     Quotes, interviews, case studies
40     Get them through community
41     mailing lists, consultant clients, conferences
42     Keep contact info handy
43    
44     Press kit
45     1-stop shopping for reporters
46     "what is" doc
47     "latest news" doc
48     case studies, reference users
49     contact info -- regional contacts
50     logos/graphics
51     self-booting CD (optional)
52     have same info everywhere
53     updated on website
54     paper handouts at conferences
55    
56     Handling the press
57     Reporters are people, too.
58     Don't insult them when they get something wrong
59     Contact them, but be nice. Leave your contact info!
60     But thank them when they get something right
61    
62     There is no "off the record"
63     Make a list of talking points, and things you want to avoid
64     FAQ is good
65     Don't send out the second list
66     On second list: e.g., don't rip on other distros/MS
67     Make their job easy -- provide facts, quotes, numbers, contacts
68     Do _not_ ask to preview the story
69     Figure out what the "news" is, and tell them
70    
71     Press releases
72     -8 weeks: draft release
73     Do it open source
74     involve advocacy group
75     use mailing list and wikis/VCS
76     many eyes make bugs shallow
77     allow 3-4 weeks
78     Doing it in the open is not a problem
79     Use professional release format
80     Top-down
81     Emphasize news value
82     Have a "theme"
83     1-1.5 pages
84     If it's too long, they won't reach the link to more info,
85     and they may throw it away
86     8 parts
87     contact info -- need a phone number!
88     on deadline, they need phone, won't run the story otherwise
89     dateline
90     required! their spam filters toss out badly formatted stuff
91     summary 'graf
92     5 W's: who, what, when, where (not that imp), why
93     theme 'graf (opt)
94     1-3 quotes, no more
95     biz users, someone famous
96     needs to be by "external" user
97     need person's full name and title
98     ask them what their title is, some people wear many hats
99     detail info
100     link to more info, prolly the press kit
101     about 'graf
102     also may have about 'grafs from the companies you quoted
103    
104     -4 weeks: create press kit
105     release, plus:
106     links to more advocacy info (case studies, etc)
107     full text of quotes
108     detail that didn't fit in release
109     info about quoted companies
110     contact info
111     links to regional contacts
112     get website ready to roll
113     "bit flip" to activate all content at once
114     CMS good for this
115     links to downloads
116     homepage announcement
117     traffic monitors
118     release to translators
119     -1 week: embargoed releases
120     contact "trusted" press
121     must agree to not release till release date
122     must be willing to postpone/cancel release in case of problems
123     say "i will contact you 24 hours before release to let you know
124     whether it's a go"
125     good way to "reward" reporters you like
126     additional advance contact
127     Q&A about release
128     demo, if appropriate -- send them a CD or download
129     arrange interviews with devs/users
130     be aware of press schedules
131     file release with PRWire
132     it's free. you don't need to pay them, but it may be a 3-day delay
133     instead of a 1-day delay. you might want to give them the
134     minimal amount.
135     most useful when you have a small press list
136     -12 hours: stuff up on website
137     last chance to postpone
138     check with lead devs
139     put up on web
140     press kits
141     downloads -- consider cascade delay on mirrors
142     docs
143     lists of regional contacts
144     check that regional contacts are ready
145     0 hour: send out release
146     contact embargo reporters and give them all-clear
147     spam your whole press list
148     use a script or a mailing list
149     do NOT use BCC, spammers use this so it gets filtered
150     tell regional contacts/translators "go"
151     panic!
152     +1-5 days: follow-up
153     follow up with key reporters
154     collect links to press coverage
155     put up on website
156     send corrections if needed -- polite!
157     slashdot it!
158     find someone in project with high karma rating to post it
159     update press list
160     thank volunteers

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