1.4 Release Strategy - please review and provide feedback

[Greg Corrin <gcorrin eazel com>]

Title:

MEMO

To: GNOME Foundation Board

GNOME 1.4 Release Team

From: Leslie Proctor and Greg Corrin

Re: 1.4 Release Strategy

Date: February 9, 2001

Following is a general overview of our media strategy for the GNOME 1.4 release:

Overview

1.4 represents a maturing of GNOME into a world-class environment and programming platform. Public relations around the release should emphasize not only the new features that will be included in it, but also the stability of GNOME 1.4 and its power and versatility as a programming platform. We will also emphasize the organization and structure of the GNOME Foundation as it drives the progress of GNOME. The 1.4 release will act as a proof point for the power and versatility of GNOME, but will also prove the maturation of GNOME as a category.

We recommend the following steps:

• Draft a press release for GNOME 1.4 by the second week in March, which will then go through a review process. Also draft a GNOME 1.4 Fact Sheet and Technical Spec Sheet.

• Prepare a presentation on GNOME 1.4 to be used during press briefings/meetings. Timeline for completion of the presentation should be the first week in March.

• Compile a comprehensive list of targeted media and analysts. Pre-brief these media, beginning three days before the release of 1.4, under NDA and offer interviews with GNOME Foundation spokespeople.

• Go on a tour to top-tier media and analysts in the Bay Area, New York and Boston, the week before the release of 1.4. Since we have GNOME Foundation representatives/ spokespeople on both coasts, we can accomplish this with little cost. As part of the tour, visit key analyst firms, like Jupiter, that have not covered GNOME or Linux before (or who are doing minimal coverage). These firms typically begin tracking a technology once it becomes more mainstream. Tailor the pitch to them, emphasizing the maturation of GNOME and the marketplace in general. Since firms like Jupiter are very influential, it's important to get GNOME on their radar.

To garner continuing coverage of GNOME 1.4, we recommend the following strategies:

• Begin a reviews program for GNOME 1.4. Contact media who conduct reviews for publications, radio or television and invite them to review GNOME1.4. Follow up with them to ensure coverage.

• Formulate targeted pitches to appropriate editors/writers at top-tier publications. This involves researching the publication and the writer and tailoring a pitch to them, with follow-up phone calls.

• Find interesting user stories and use them to continue public relations efforts for GNOME 1.4. The stories should involve how GNOME has impacted a business, school or other organization, as well as individual users.

• Cultivate GNOME champions, industry/thought leaders who we can use in our ongoing media relations.

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