Re: 1.4 Release Strategy - please review and provide feedback

[Bart Decrem <bart eazel com>]

Hi Leslie,

Thanks for the clarifications.  Sounds good!

Bart

Proctor, Leslie wrote:

> 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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>   
>  
>
>
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