1.1. Who Should Be Reading This Guide?

This document is intended for people who want to learn practical and cost-effective ways to raise the profile of an organization or promote new programs.

This guide provides useful information on how to generate positive public relations and news media coverage for Linux. By no means does the guide intend to teach all there is to know about public and media relations, but it does support you in building and maintaining a healthy public image.

1.2. What is Public Relations?

You have news to share—information that would benefit the Linux community. You have some idea of the people you want to reach with your news and views. Now the problem becomes: How to reach them in the most effective way? The better the communications between you and your audience, the higher the profile of your organization.

Generating publicity is not as complex as you might think. Most of the success of public relations centers on knowing what to do and when. Implementing these initiatives can dramatically increase awareness of your business.

Public relations (PR) is often confused with advertising, merchandising, promotion, or any of a dozen other buzz words in the marketing communications vocabulary. (By the way, marketing communications is a broad term that encompasses all of these disciplines.)

Public relations is about doing something newsworthy that you want to communicate, and then telling your audience (or very likely, several audiences) what you have done.

One of the most common public relations vehicles is the brief "New Product" announcement you see in magazines and trade publications. Often only a few lines or a paragraph in length, these announcements herald the launch of future products or services. These short announcements are typically triggered by a new product release, which may be accompanied by various forms of communications such as internal announcements to the organization's employees and external news releases to the media, stockholders, user community, and other groups. News releases trigger a chain of events that result in visibility.

There are some important terms that may help you understand public relations. News media refers to all the places where people read or hear about news, including newspapers, magazines, television, radio, and the Internet.

A news release, sometimes referred to as a press release, is a printed or electronic document issued by organizations who want to communicate news to editors, journalists, industry writers, or other media groups. Journalists write about the story for publication (if it is considered newsworthy), while editors control whether the story actually appears in a newspaper, magazine, website, or broadcast.

A news release contains important facts, quotes from key people, dates that the news happened (or will happen), and contacts for additional information. The news release is concise and usually runs no longer than two pages.

Public relations, then, can be thought of as the process that delivers your news to the people you want to reach through a broad, influential, and far-reaching news media community.

1.3. How Public Relations Differs from Advertising

International humorist Stephen Leacock defined advertising as: "the science of arresting the human intelligence long enough to get money from it." But the textbook definition of advertising is: "a form of persuasion that informs people about the goods and services they can purchase."

Advertising is very different from public relations. One key difference is that you always pay for the space and time of an advertisement (or commercial, which is an insert appearing on radio, television, or the Internet). By contrast, editorial coverage generated through public relations is not paid for by the organization issuing the news release. The media will pick up and publish the story because they consider it newsworthy, not as a paid advertisement.

Another crucial difference is that, in advertising, you have virtually full control over the message. Because you are paying for advertising, the ad or commercial runs your exact text (called copy), provided the copy complies with generally acceptable standards for advertising. In the case of public relations, the media outlet you are targeting is under no obligation to run the story in any form. If a media outlet does decide to run the story, an editor will generally rewrite the news release, or use pertinent information from the news release to create the news. (For instance, your news release might be used as part of a larger story on players in your industry or profession.) In addition, you have no control over when the release or news will run. All decisions are made by the editor.

As you can see, public relations is a cost-effective way of getting your story out. Taking the trouble to write effective news releases and to build a relationship with the relevant media will, in time, pay dividends in the form of exposure and prestige. Best of all, public relations probably costs less than a single advertisement.

1.4. What Public Relations Can Do

Since public relations communicates your messages through the news media, all the power of the media is brought to bear when the public—those viewers, listeners, or readers you want to reach—learns about your news.

Think of what this means: high interest level, credibility, implied objectivity, and possibly implied endorsement by the journalist or publication reporting the information. There is also an urgency conveyed when news is reported in the media—and that news has the potential to reach a tremendously large audience.

With exposure comes awareness. An important goal of public relations—in any medium—is to make people aware of what your organization is, what it offers, and what it does. Never underestimate the value of such awareness. In flashier terms, it's called buzz.

Creating awareness for your organization is important for the development and utilization of its programs and initiatives. You must inform the public and educational and training institutions about what you offer and how you can meet their needs. Public relations is probably the most valuable tool in accomplishing this. A well-implemented public relations initiative will help present your organization's offerings to their best advantage.

Public and news media relations also positions you to enter new marketplaces and exposes new Linux programs to new audiences—all without the expense associated with an advertising program. A sustained public relations program allows you to ensure your programs are in front of appropriate decision-makers. This continuous flow of information creates a constant awareness and a constant influx of inquiries—especially when integrated with other powerful marketing communications tools such as brochures, trade shows, and so on.

1.5. The Benefits of a Public and Media Relations Program

Public relations is vitally necessary, perhaps even critical, in today's competitive marketplace. There are many ways a sustained public relations program can benefit your organization:

• Public relations should not be a "we will do it if we have the time and resources" kind of effort. A sustained initiative can build your organization's profile in the news media and the local community.

• Editorial coverage gives your organization better stakeholder attention compared to paid advertisements.

• Editorial copy generated through effective public relations is far more believable and credible than paid advertising, due to media objectivity. Recent studies in North America suggest that positive editorial coverage generates up to nine times more visibility than paid advertising.

• Public relations is an economical means of promoting your organization.

• Regular and effective news releases can make your organization a "news media source" on the state of Linux. It is critical to develop relationships with the news media in the same way it is a good idea to develop other kinds of friendships in the community. Writers and reporters are always looking for reliable and respected sources to quote.

• Regular media exposure legitimizes your organization's work and enhances its reputation. There is a subtle but nonetheless real perception that mention in a newspaper or on television must be important. Media coverage communicates to the business community that your organization's qualifications and programs are worthy of "a serious look."

You must also be cautious when dealing with media outlets. Being overconfident or overly aggressive in trying to place stories with the news media can have damaging results. It is a lot easier to lose goodwill than to gain it back. The safest position is to understand what you are doing, work hard to accomplish predetermined and realistic goals, be courteous and respectful when dealing with your media contacts, and expect some disappointments along the way. After all, hard as you may try, the results of your public and news media relations initiatives are never predictable. But if planned and implemented correctly, the benefits are enormous. Chapter 2 explains how to determine what you really want to accomplish.

2.1. What Do You Want to Accomplish?

The first and most important step in public relations planning is to understand and define what you want to accomplish through public relations. What are your objectives? Just as importantly, how will you determine (measure) your success in accomplishing these objectives? Creating a list of concrete goals can help you maintain direction in your efforts.

2.2. Who Needs to Know About Your Organization?

Now that you know what you want to do, the second step is to determine who you need to talk to.

The best way to gain insight into this question is to look from the other side of the communications channel: Of all the people that your organization deals with, who do you need to tell about new programs and products? Often your most important contacts will be your current and future partners, IT professionals in your local area, human resource managers, training and development personnel, and organizations offering competing products.

To reach your organization's public relations goals, there are many key audiences and stakeholders that your organization should regularly communicate with to gain higher visibility. The following list details a few of the most important audiences:

• News media. Includes print, radio, television, and Internet outlets for business news, information technology news especially related to Linux and open source, vertical media (directed at a people with similar interests such as a hobby or business), human resources, colleges and universities, and organizations and enterprises dealing with Linux or Linux information management solutions.

• IT professionals. Includes practicing IT professionals, students, and prospects such as people considering a career change.

• Influencers.

• Other LPI affiliates.

• Business partners and suppliers. Includes communicating to strategic partners such as independent software vendors, training providers, and suppliers, which helps your organization become a valued business partner to these groups, each of which bring specific value to your business.

2.3. What Do You Want to Say?

The third step in public relations planning is to understand what you want to say. To attain your objectives, it is critically important to maintain message consistency when delivering you organization's messages, vision, mission, and core values to your target audiences. Consistency creates a stronger impression and helps people remember your core messages.

Although a given message may be "tweaked" or "massaged" for different audiences, the core messages should not vary.

2.4. What Kind of Information is Newsworthy?

These are examples of great happenings that generate interest.

• Locations and launches. This kind of news is obvious. For instance, a new branch of your organization may have just opened, and you want to make people aware of the new location and offerings. Also, if you are launching a new product or have hired a local figure well-known to the Linux community, these things are of great interest to the public.

• Industry developments and human interest. Sometimes newsworthy information is a little less obvious. Every day happenings can be in the news. Whenever there are changes or new developments in the industry, this clearly presents an opportunity for positive exposure and media coverage in appropriate publications. For instance, how and why the change is being undertaken may become a story in itself. Perhaps the change is being driven by a dynamic Linux guru, worthy of a magazine profile. Sometimes these stories are called "case studies" and typically are given favourable consideration by editors because of their considerable human interest appeal.

• Numerical data and trends. Society is fascinated with numbers. The more impressive or interesting the figures (relative to competitors and the rest of the industry), the more likely media outlets are to use those numbers in their reporting.

• Organizational announcements. Notable changes in staff or volunteers are another way of getting media exposure. The more important the position, the more newsworthy organizational announcements become.

• Partnerships. Especially partnerships with far-reaching effects across the industry create a major news story.

• Industry recognition. When your organization wins an award or is recognized by peers, let the world know!

The bottom line is that you can find news in almost any event. Your responsibility is to ensure that your organization becomes known and respected by editors, journalists, educators, and other stakeholders with whom you are communicating. Remember, the more respected your organization is, the more (and better) coverage you are likely to receive. The determining factor in that judgment will be the audience—the readers, viewers, and listeners who you reach.

Effective and well-organized public relations efforts require news releases and correspondences to reach an appropriate editor. Chapter 3 details what you need to do to get news media contacts and, ultimately, positive visibility.

3.1. Creating a Media Contact Database

You cannot underestimate the importance of maintaining and continually updating a database of editorial contacts who have an explicit or implied interest in Linux and your organization. Directories available in your local reference library list publications of every description, giving the full particulars of their readership, editorial staff (often with contact information), circulation, publication frequency, areas of coverage, and other relevant information. Consulting these directories is the first step towards building your media database.

Time must be spent in researching names and contact information for your database. You will need to know the audiences of each publication, names of key editors, these editors' responsibilities, the dates of special-focus issues concerning Linux, and more. This information will allow you to do a better job of targeting your news to the right media contacts. For instance, there may be occasions when you want your news to reach certain editors but not others. Your news may only concern a portion of your database, such as the educational community. Your research (and later, direct experience) will tell you that only certain editors will be interested. In short, there is a lot of homework to be done identifying the news media related to your area and learning the specifics about them. The more information your database contains, the more valuable the information will be to you.

Before you contact any editor, you need to know where to call, email, or write. Fortunately, there are dozens of published directories of editorial contacts. While you could easily spend thousands of dollars buying or subscribing to them, you do not need to. As mentioned above, your library probably has several subscriptions on hand.

Some of the more popular directories for North American and international contacts include the following news media organizations. There is likely a membership fee (depending on the service level requested) to access the databases of these groups.

Another way to find local media contacts and organizations is to look in your local telephone directories. Here are some categories to start you on your way (your local Yellow Pages may list these under different headings):

• Broadcasting companies

• News publications

• News services

• Newspaper feature syndicates

• Newspapers

• Publishers - periodicals and magazines

• Radio stations

• Television stations

Once you have created a list of potential editors to contact, find out as much as you can about their publication, coverage areas, and special interests. Become familiar with their publication, their website, or their broadcast. Get to know the beats (coverage areas) of specific reporters.

3.2. Maintaining Your Database

Whether you keep your editorial contact information in an electronic database (such as an ACT or DBF file) or in a traditional Rolodex, your contact information must be kept up-to-date. Editors come and go, reporters are reassigned to new beats, and publications merge or create spin-offs. You need to stay on top of these changes. Review your media contact list at least every three to four months. Contact appropriate people in each organization to get updates of names, email addresses, and phone numbers. Through this exercise you may discover new targets to whom you can pitch your story.

3.3. Contacting the Editors

3.4. Making the Pitch

"The Pitch" (that is, "selling" your story) has changed over the years. Pitching is often not done just by regular mail, telephone, or even fax anymore. These days, most contacts are made through email.

Before sending anything, you should try to find out how a particular editor or journalist likes to receive pitches and in what format the pitch should be presented. In-depth database research on numerous publications and reporters is available from companies like LexisNexis and Dow Jones and can be a real asset to public relations professionals looking for contact preferences.

Every editor or journalist has their own preferences for receiving news releases and pitches. Knowing whether to call, fax, or email makes a world of difference—and may even be the difference between getting your news read and covered, and not. While sending the same email to 20 editors is quick, easy, and painless, your pitch may not get the attention your organization deserves.

Though e-mail has simplified and certainly quickened the transfer of information between public relations professionals and their media contacts, email has some drawbacks. Email is not as personal as a phone call, as quick as glancing over a fax, or as formal as a letter sent by post. The ease and ubiquity of email can sometimes make building a working relationship with certain editors or journalists more difficult.

For example, a particular Bloomberg reporter (who shall remain anonymous) does not like receiving pitches by email. In her words: "Email tells a one-sided story in its pitch. It makes it impossible to ask questions regarding some uncertain aspects." Because of this, this reporter prefers to be contacted by phone. She will only read and accept email if the email relates to her beat and covers all the points she wants covered.

David Andelman of the New York Daily News prefers receiving pitches and news releases by fax, which he can read instantly without having to print them out. "I am [always] getting an abundance of press news," he says. "But at least with faxes, I can filter through them easier and quicker than I can with emails, deciding what is trash and what I can use. Don't waste my time. We are a daily paper."

Samuel Brittan, an economic commentator with the Financial Times in London, likes old-fashioned snail mail. "There are problems which occur with email, be it privacy issues, bounce-backs, or just an over-abundance," he says. "I simply prefer to be mailed directly through the postal service."

Carrie Donovan, an editorial assistant for The Washington Post, states: "Initially, I prefer postal mail pitches, since I receive artwork and photos for stories. Images sent via email tends to be problematic, either too small for us to run or it may look bit-mapped (jagged-looking)." She also observes that emailed releases are more likely to have missing information, something as seemingly obvious as an address to an event. Like most media professionals, Ms. Donovan wants all the facts delivered coherently and comprehensively. Failure of a public relations representative to do this is enough to turn her off completely.

Whatever method you use to correspond with an editor or reporter, always remember that media people are extremely busy. After all, they live and die by deadlines. Although you may want to know if your contact has received your pitch or news release, phoning them is generally not recommended. Most editors don't have the time to answer follow-up calls or engage in lengthy conversation. This again underscores the importance of giving them all the information in one "neat and clean" delivery. As Mr. Andelman bluntly states, "We aren't idiots. If you faxed it to us and you didn't get an error message back, you know we received it just fine. And if we decide to use it, chances are we will contact you for more information."

First impressions count. The best advice we can give when you are dealing with a news editor for the first time is to tailor the pitch specifically to that editor's beat. Then sit back and hope for the best. Although this approach sounds unpredictable, this is the nature of public relations.

By corresponding with editors in the way they prefer (which may not be the easiest or most convenient way for you), you will set a good impression for your organization. With persistence and good manners, you may eventually become an authority to whom journalists and editors willingly turn for commentary.

3.5. Pitching for Different Media

The news release, the most common way in which you will communicate news, mostly serves print-based media such as newspapers, magazines, and the Internet. Pitching stories for television and radio will be somewhat different.

4.1. Duties of an Editor

The eventual success of your organization's public and media relations efforts depends mainly on how often your news releases are issued and, more importantly, how often the news they contain is selected to run. The latter decision is in the hands of a person whose title is usually editor. Understanding an editor's job will help you do your job better.

Can you name the editor of your local computer magazine or local newspaper? The editor is a very important ally in public relations. The editor (whose title might also be managing editor or editor in chief) has overall responsibility for the publication's content. Below him or her, depending on the periodical's size, are subject editors who are assigned to specific beats (often called "departments"). These editors oversee the content for their departments. Sometimes each editor has additional staff, such as reporters, freelancer writers, photographers, copy writers, copy editors, etc.

The information contained in news releases is the primary source of information for most editors. Newsworthy releases are selected and edited or worked into an article. The selected releases are the lucky ones; most never see the light of day. When you consider that the editor at a daily publication receives upwards of 500 news releases on any given day, gauging the statistical possibility of an individual release being picked up for coverage is easy.

4.2. Targeting Other Medias

In television and radio news shows, news editors, some reporters, and even anchors have input on the news to be aired. In other types of shows, often the producer decides which stories to cover in future broadcasts. Segment producers will produce the individual stories for a broadcast, while assistant producers may perform specialized functions, such as finding interview subjects.

4.3. "Selling" Your Story to the Media

Clearly, editors and producers have to know the interests of their audiences. Often this knowledge comes from the editors' strong identification with their readers, which can develop into an almost paternal attitude. Editors are constantly making decisions about what their readers will and won't see—any editor would correctly say that is their job. Part of this judgment is based on what the editor feels the readers are currently interested in, and part is based on what the editor feels the readers should or will be interested in. An astute editor keeps their sights as much on the future as on the present.

Keep in mind that the role of the news media has never been confined to just reporting the news, but also includes analysis and interpretation. Analysis and interpretation are considered the domain of "experts," which presents a perfect opportunity for specialists in your organization to share their knowledge and bring visibility to your organization.

Editors, being journalists, abide by the five Ws tradition of reporting: who, what, where, when, and why (with an unofficial "how"tagging along). Always include clear, engaging answers to the five Ws in all news releases. Also, you can use the five Ws as a guideline for how to most effectively catch the attention of editors.

The way in which you present this information is crucial to being accepted by an editor as newsworthy for their audience. You have to "tell a story," make the news interesting and relevant, and choose an appropriate time and place to present the story.

4.4. Do's and Don'ts When Dealing with the News Media

When pitching your organization's story to news editors, there are fundamental do's and don'ts that you as a public relations professional should follow.

4.5. Monitoring Media Coverage

It is essential to keep abreast of the news being printed or broadcast about your organization, your competition, and the industry as a whole. A comprehensive public and media relations program must track public perception of Linux, stay informed of industry trends, and understand the impact of evolving legislation on your community.

If you have time to spare, you can monitor news coverage yourself by typing key words (such as the name of your organization) into popular web search engines such as Google and AltaVista. However, this will track only online citations. A more reliable tracking method is to use a media monitor service or a clipping service. The website http://dmoz.org/News/Services/Media_Monitoring/ provides a long list of media monitoring services, some of which are provided in the Appendix.

In Chapter 5 we will examine the parts of a news release and discuss what can make your releases stand out from the crowd.

5.1. Writing News Releases

Who, what, where, when, why, and how—these are the six critical ingredients of all news releases. But don't forget, a little spice can make your news release stand out from the crowd. In this part, you will learn how to write a professional-looking news release, the most important tool in any public relations program.

5.2. What Makes a News Release Good (or Bad)

Print editors and journalists are notoriously overworked and underpaid. A well-written news release will often be used word for word, with maybe a few changes for "objectivity" or to accommodate the publication's format.

The editorial staff at the Los Angeles Times says this about news releases:

A good news release is a concise, complete description of an upcoming event; a timely report of an event has just occurred; notification of important personnel or procedural changes in an organization; or other news or feature tips.

Bad releases—the ones that don't get used— often have these common mistakes:

• Lack of a local angle.

• Insufficient or inaccurate information (who, what, when, where, why, how).

• Failure to include contact information for the organization.

• Verbosity. (Try to keep the release to one or two pages, but balance brevity against failure to include necessary information.)

• Lack of timeliness—the editor's deadline has passed or the news is released too long after the event.

Writing a news release does not have to be painful. What you need is a little time to gather all the facts: the who, what, when, where, why and how (and any additional information necessary to support).

Sometimes your news won't be used right away or in the form you provided. A writer may need time to rewrite your outline into a news story. Or, if a feature is being developed on Linux, the writer may use many sources for depth and objectivity. They may use quotable quotes, first-person anecdotes, statistics, and causes and effects from your releases as well as those of your competitors.

Deadlines are hugely important because the news media cannot delay publication or broadcasting. Don't bother editors with untimely information. If you can't pitch your story in time, wait for another opportune moment to come around.

5.3. Top Ten Tips for Writing Releases

To summarize what we have said so far, here are ten tips for writing an excellent news release.

1. Use an active headline to grab the editor's attention.

   The headline makes your release stand out. Keep the headline short, active, and descriptive, with the most positive spin. Write "Jane Doe Named Person of the Year" instead of "Jane Doe Gets Award."

2. Put the most important information at the beginning.

   This is a tried and true rule of journalism. Remember that the first two paragraphs should contain the salient facts of who, what, when, where, why, and how. Don't bury good information at the end.

3. Avoid exaggeration and unsubstantiated claims.

   A news editor can smell a sales pitch a mile away. Instead of making over-inflated statements, provide real, usable information. Find legitimate ways to set your organization apart, and stress those points.

4. Write in an active, engaging, and concise style.

   Use language that conveys your excitement about the news. If your release is boring or passively written, the editor may conclude the news itself is not very meaningful or you are not a good candidate for an interview. Interesting equals newsworthy.

5. Keep your release to two pages or less.

   Generally, if you can't state your message in two pages, you are not getting to the point fast enough. Editors are always looking for concise, easy-to-read releases that can be thrown onto a website or squeezed into a leftover space in a page layout. For highly important news with many details, you can include a third page, but this should be done sparingly.

6. Include a contact.

   Every news release should include a contact person who the media can reach for more information. This contact is your spokesperson and must be familiar with all the news in the release. They should be prepared to answer questions.

7. Keep jargon to the minimum.

   Avoid using highly technical terms and buzzwords familiar only to Linux insiders. Jargon can date quickly, and complicated language irritates people who don't know what you mean. Your goal is to tell your story to as wide an audience as possible, not to unduly limit the audience. Even special-interest publications mostly write in plain language and only use jargon and acronyms generally familiar to their readers.

8. Stress "benefits, benefits, benefits."

   This falls under the category of "show, don't tell." Avoid claiming something is "unique" or "the best" when you can't substantiate this. Instead, provide specific examples of benefits, supported by evidence and anecdotes.

9. Be specific and detailed.

   Marcia Yudkin, author of Six Steps to Free Publicity, talks about the "Yes, but what is it?" syndrome. Nothing is more irritating than seeing constant references to a product name or service name, but no information on what that product or service is. The reader needs to be able to visualize a new product or understand what a service offers. This is particularly critical for launches (announcements of new offerings). You should ask someone unfamiliar with your product or service to read your release and then describe the product or service in their own words.

10. Proofread!

    This is easily forgotten, but extremely important. Always proofread your work before issuing the final release. Better yet, give the document to someone else (perhaps a copy editor) who can readily spot spelling and grammatical errors. Nothing signals unprofessionalism more than a typo-filled communication.

5.4. Distributing the News Release

Your media contact database is your best source for editors, journalists, and freelancers who should receive your news, but if you want to include a broader range of news media targets, you may consider using one of the many news release distribution services available. Asking one or two of your news media contacts will likely reveal a creditable service. These services can be expensive, so base your decision on how broad an appeal your news has.

In North America, the more popular distribution services include:

• PR Newswire ( www.prnewswire.com )

• Canada Newswire ( www.newswire.ca )

• BusinessWire ( www.businesswire.com )

These firms will customize your distribution based on the subject matter, and can target specific media such as technology editors, medical editors, daily news editors, and so on. A customer service representative will explain your options and the cost involved.

News releases are very important in a public relations campaign. News releases give editors and the public a glimpse into your company. When these documents are done professionally, your organization will receive the recognition you deserve. Remember, though, that news releases are not the only tool of public relations professionals. In our next chapter, we will examine the variety of other tools that can be used.

6.1. Feature Articles

Feature articles, which explore a subject at length, are not constrained by the tight deadlines of regular news articles. Features may be submitted at any time, depending on the editor's needs. Features often stem from a regular news item.

Imagine that the Linux operating system has been successfully implemented at a large organization in your community. This story is newsworthy, but begin to look for "the rest of the story." What difficulties did they experience in the transition, or what part did your organization play in their implementation? This could be the start of a feature article.

More research and creativity will go into a feature story, but the must still be accurate. You will provide more facts, more statistics, more examples and anecdotes, and more analysis than in a news release. You can humanize and dramatize what may appear unexciting at first glance (a Linux implementation). You can openly focus on a particular angle or viewpoint, so long as you avoid outright advertising. Readers dislike advertorials masquerading as "articles," and no editor will accept an article that blatantly sells.

Another bonus is that editors are quite open to features, because they provide much needed content for filling an issue. When the feature is written by a reliable source and does not require payment (unlike a commissioned article), the article becomes a real asset.

All writing needs to engage the reader. The first sentence or two must be compelling enough for the editor to read on. Features require a strong lead—something to hook your target audience. A headline or a photograph may help.

For a feature, you have a wide repertoire of leads to choose from. Some leads are designed to startle and shock, some will excite readers' curiosity, some will vividly describe a real or imagined scenario, and some will succinctly state the nature of the story.

The body of the feature then unfolds in a logical sequence, and ends with a strong and memorable close. Every feature will be different, depending on the subject, the anticipated audience, and the skill of the writer. Reading features written by others in the Linux community is a good way to learn and pick up possible story ideas.

You can direct a feature to the "feature editor" at a daily newspaper or your targeted trade magazines. Before going to the trouble of writing the article, you should pitch the idea to see if the publication has any interest at all. The pitch should include an outline, an estimated length (number of words), and a description of illustrations or photos you can supply. You could also include a selected portfolio of previously published articles about your organization.

The upfront consultation is invaluable. Since the editor knows their readership better than you do, they might suggest an angle of specific interest to their readers and indicate where this piece might fit in their publishing schedule. The more complete your package, the more seriously your work will be considered.

Another possibility is to plant the story idea with the editor, and let the publication take care of writing the feature. In this case, you can supply expertise and interview subjects.

Whatever your approach, keep in mind that the ultimate goal is to generate favorable coverage and visibility for your organization.

6.2. Bylined Articles

A byline is the line showing the author's name at the beginning of an article. Basically, a bylined article is attributed to a source rather than being anonymous.

Bylined articles can be any length, and they tend to based on opinion. They articulate views and opinions that are clearly the writer's own, without requiring objectivity.

Issues, trends, and predictions regarding Linux and open source are ideal subjects for bylined articles. Moreover, forward-looking pieces are of high interest. Editors are always looking for "the next thing" to tell their readers about.

Opinion articles are important to position your organization as the leader and trendsetter in your field. To be a guru is to be watched, quoted, respected, and followed. Editors like highlighting celebrated members of the community because they sell more issues.

Gauging the interest of the news media is very important. What's hot? What are they writing about? Check the topics listed in their editorial calendars. Try to match their interests to the activities of your organization in the community. Then start writing your opinion piece.

Typically, the author of a bylined article should be your organization's designated spokesperson and acknowledged authority for the media. That might be you or a senior official. Sometimes a public relations professional will ghost-write the piece for the spokesperson, whose name will appear on the article. When this occurs, the article must closely reflect the spokesperson's views and ideas. In other words, he or she "owns" the ideas expressed in the article, not the writer.

An added bonus of by-lined articles is that they can be adapted into speeches for possible speaking opportunities. Conversely, any speech can be written as a by-lined article.

6.3. Email Writing

Another effective way to communicate to a targeted audience is through an email campaign. The effectiveness of a good email should not be underestimated. Some fundraising experts, for example, can raise thousand of dollars with an effective email campaign. Exceptional letters have obtained contracts, sold properties, and landed jobs.

Emails can be targeted to a specific audience for much less than you would spend on a regular mail campaign. Every email is an opportunity to effectively communicate to your target audience. For example, your organization might want to target recent graduates of local computer training courses with opportunities in their area. You will need to obtain the names and email addresses of recent graduates from the institutions offering those programs. Cooperation with their institution can often be established if you provide something in return, such as a reciprocal link on your website, a mention in your newsletter, or even free advertising.

Hopefully, your email campaign will generate interest in your organization and your programs. Be mindful of potentially spamming your intended audience—this could have a negative impact.

6.4. Miscellaneous Communications Tools

There are numerous other communication tools you can use in a public relations effort. Here are just a few suggestions:

• A speech at a Linux trade show.

• A presentation at a local training institution or career development conference.

• A brochure or flyer describing the work your company does.

• A white paper describing the benefits of your company's work, posted on your website.

• A newsletter or email newsletter describing your organization's activities and achievements, aimed at current and prospective users.

• An advertisement placed in targeted magazines.

• Special events such as open houses and "media information" days.

• Regular tours of your facility.

The possibilities are limited only by your time, resources, and budget.

6.5. Don't Forget Emphasizing Core Messages

In all your public relations initiatives, don't lose sight of your core messages (described in Chapter 2). These messages are the "essence" of your organization, defining your identity for users, the media, and the general public. Remember that the core messages should be woven into everything you do as a public relations representative. Consistency creates a bigger impact for your audience.

In the next chapter, we will look at how to use a trade show as a valuable tool for promoting your organization.

7.1. Arranging Speaking Opportunities

Arranging possible speaking opportunities takes considerable effort and involves a long lead time. In most instances, you must be in contact with the conference organizers at least nine to ten months in advance of the show. You may even find that a sponsorship is required to be considered as a possible presenter.

First, do your research regarding relevant conferences that are being planned in your area in the months ahead. The website of the event organizer or of the conference itself is often a good place to start looking for information. Contact the organizers to find out their needs and application requirements for possible speakers.

Also, consider other venues in addition to trade shows focusing on Linux and open source. For example, you could offer your services as a speaker to human resources or computer training communities.

The key to successful participation is similar to pitching to the news media. You must understand your audience, you must have a compelling topic, and you must be ready and willing to impart your knowledge and experience of the industry. Most importantly, your presentation has to teach something to someone, and not just be a commercial for your organization or Linux. Give the audience the satisfaction of having really learned something from your presentation, and show organizers will want to have you as a presenter at their next show.

7.2. Getting Media Attention at Trade Shows

If you want publicity while exhibiting at a trade show, don't do what too many other organizations do. During the show, they wait patiently at their booth until they spot a reporter coming down the aisle. Then, if the reporter stops at its booth, the exhibitor moves in with the same tired pitch used on everybody else who walks by.

If this has been your approach in the past, now is the time to change. Waiting until the show begins is already too late to capture the news media's attention. You should now understand that establishing strong news media relationships weeks or even months in advance can pay off when the show begins.

Begin by finding out which news media will be covering the show. The best way to get that information is from the show's public relations department. Ask them if they can give you the names of print, broadcast, and online media they are targeting. This information is important to know, so that you don't pitch the same story ideas as the show organizers.

If you discover the organizers are pitching an idea that fits well with your organization's objectives, ask if they could include your business as an example in their pitch.

Check the editorial calendars of both the publications that will be covering the show and other publications that might have an interest. (A computer magazine, for example, is a prime target for a large Linux conference.) Many publications will issue a special report before or after the show takes place. The report may be a section within an issue or even an entire special edition. If you cannot glean this information from the calendar, you should call the publication and ask.

The special reports present ripe opportunities for media coverage. Pitch story ideas that may become part of the special report to your media contacts.

Prepare a compelling news release describing the most interesting thing that your organization will be doing at the show. Mention awards, impressive results, or endorsements by Linux experts—anything that will snag the media's attention. Include the line "For more information or to arrange an interview, contact:" as part of your contact information at the end.

In devising your strategy to get media coverage at the show, always position your organization as "part of the solution," not as a mere attendee.

7.3. Planning for a Trade Show

Planning for trade shows needs to start at least a few months in advance. If you wish to have a significant presence at strategic or influential show, you should plan to set up a booth, either on your own or with a key partner. Booth space is limited and must be reserved in advance. Usually a fee is involved, which varies according to square footage and location on the exhibition floor. Designing the portable booth can take a few months, so plan ahead.

Here are some tips for getting maximum benefit from your trade show appearances.

8.1. How to Maximize Media Coverage

1. Have a strategy.

   Tailor your strategy for each public relations opportunity. Think about the audience you want to reach and how to create excitement. An effective part of your strategy should be to enforce your organization's core messages in all news releases.

2. Have a good story.

   A news story must have a compelling beginning, middle, and end. Journalists recognize a strong story within seconds, so tell your story quickly and succinctly.

3. Know your audience.

   You wouldn't follow up on a potential business opportunity without knowing something about their business, so don't call the news media blindly. Before you pitch to any media outlet, study their work. Read the publication, watch the show, and listen to the radio broadcast. Get familiar with the characteristics of the media outlet you are targeting. Find out about their main audience and their likes and dislikes. (Internet message boards are good for this.)

4. Invest in relationships.

   The more you know about the media organization and your target editor, the better and more confidently you can pitch to them. Building relationships now means editors will be more likely to take your call when you've got an important story to tell. Best of all, even if they can't offer you coverage on this particular story, they may refer you to another reporter who can. As with any relationship, building trust is critical. Keep your promises, and be on time. Be upfront about what you can and can't do. You might not be able to do everything, but reporters will appreciate your honesty.

5. Think before you speak.

   A word of caution: everything you say to a reporter is on the record, regardless of disclaimers. You are representing your organization at all times. The impression that you give has a definite impact on how the media views your organization.

6. Monitor your media coverage.

   Media coverage shows your success. As a media relations expert, the end goal is always positive media coverage for your organization. When your organization is spotlighted in major media outlets, you bring attention and respect to your business.

7. Look for a unique angle.

   Look for personal stories that can spur news media interest. For instance, if a local school board is considering Linux to save money, focus your story on the human interest angle. Unusual stories and angles that affect a media's audience are more likely to get media coverage than mundane ones.

8. Know your story inside and out.

   Research your story carefully. This allows you to revise your pitch if the editor has specific needs. You also must be able to answer any questions that the editor may have.

9. Be persistent.

   There is a fine line between being persistent and annoying, but if you have a good story and know your audience, it is fine to make contact attempts until you get feedback from a reporter.

10. Follow up.

    Many potential leads are lost because public relations people fail to follow through. If a reporter tells you to call back another time, make sure you do! Also, if a reporter doesn't answer your email immediately, do not assume they are not interested. They might not have had time to respond to the large volume of emails they receive.

11. Be creative.

    Infusing your media relations plans with innovative thinking produces stronger, more effective results, so avoid recycling the same old news releases and fact sheets.

12. Find information.

    Do you sometimes feel like you just can't write the news release? This blockage often indicates you don't have enough information. Do outside research. Interview an industry analyst. Get another perspective. This investigation can lead to the information for a great story.

13. Study and adopt good writing skills.

    Use a journalistic approach. Look carefully at how reputable publications like The New York Times or The Wall Street Journal structure a story. What is the lead? What kind of quotes do they use? Study different types of stories. Features, appointment announcements, news articles, and opinion pieces can all be useful in your public relations campaign. Often, you will see the most important information is in the lead and that the rest of the story follows. This inverted pyramid style is usually the best way to organize an article.

14. Eliminate jargon and techno-speak.

    Buzzwords are like bees—they can be highly irritating. Write with clear language, and avoid clichés, which are another sign of weak writing.

15. Expect results.

    Media coverage means increased visibility, which exposes your organization to more prospective customers. The more people you can reach, the better the impact will be on your organization.

Finally, the success of your media relations efforts means success for you in the dynamic, engaging, challenging, and creative business of public relations.