RE: 1.4 Release Strategy - please review and provide feedback

["Proctor, Leslie" <lproctor alexanderogilvy com>]

I think the advisory board should be a separate release.  We're building a
case for the maturity and focus of GNOME - we want to maximize the effect by
doing two releases - the advisory board in late Feb. and the 1.4 release in
late March.  Keeps GNOME current and top-of-mind in the media and doesn't
dilute either piece of news.
 
I completely agree that every board member should be media trained.  The
overall PR plan will include that, as well as the implementation of unified
messaging throughout the world and with our partner/member companies.  We're
sending a draft of the plan on Monday.
 
I sort of had in mind that the NY interviews could be covered by someone on
the East Coast - it's a $50 train ride  from Boston(takes about 3-4 hours).
We'll need to identify the spokespeople and get their availability within
the next couple of weeks.  One selling point in getting the spokespeople's
employers to help pick up the tab - a tour like this not only helps the
Foundation, but also the member companies.

-----Original Message-----
From: Bart Decrem [mailto:bart eazel com]
Sent: Thursday, February 08, 2001 9:59 PM
To: Greg Corrin
Cc: gnome-1 4-list gnome org; board-list gnome org; Proctor Leslie
Subject: Re: 1.4 Release Strategy - please review and provide feedback


Hi Leslie, Greg, 

Great work on this document.  It looks terrific to me.  Two thoughts: 
1- How about if we use this opportunity to brag about our advisory board
coming together?  Can that be part of the 1.4 press release or does it need
to be a separate release? 
2- Spokespersons.  We've obviously got tons of ready-to-go spokespeople in N
Carolina, Boston, California.  Who do we have in NY?  Do we need a program
for training spokespersons?  Off the bat I would think that all board
members should be able/available to talk to the press in their respective
areas and it'd be great if we could also have a batch of additional
spokespersons ready elsewhere.  I guess my specific question is: who's
available to cover NY interviews?  Do we have a strong spokesperson in the
city or is RH or Ximian willing to sponsor an employee/employees to fly out
to NY for GNOME interviews?  I don't think we should set aside Gnome Fdn
funds to fly people to press briefings. 


Bart 
  
  
  


Greg Corrin wrote: 


  _____  

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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