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<?xml version="1.0" encoding="UTF-8"?>
<!DOCTYPE book PUBLIC "-//OASIS//DTD DocBook XML V4.2//EN" "http://www.oasis-open.org/docbook/xml/4.2/docbookx.dtd" []>
<book id="hLinux-Media-Guide">
<bookinfo>
<title>Guide to Managing Media and Public Relations in the Linux Community
</title>
<mediaobject>
<imageobject>
<imagedata fileref="images/LPI.png" format="PNG" />
</imageobject>
</mediaobject>
<author>
<firstname>Sheldon</firstname>
<surname>Rose</surname>
<address>
<email>sheldon (at) sackepr (dot) com</email>
<affiliation>
<jobtitle>Public Relations Counsel</jobtitle>
<orgname><ulink url="http://www.lpi.org">Linux Professional Institute</ulink></orgname>
</affiliation>
</address>
</author>
<pubdate>2004-01-08</pubdate>
<legalnotice>
<para>Copyright &copy; 2005 by Linux Professional Institute. This material may be distributed only subject to the terms and conditions set forth in the Open Publication License, v1.0 or later (the latest version is presently available at <ulink url="http://www.opencontent.org/openpub/"/>). Distribution of the work or derivative of the work in any standard (paper) book form is prohibited unless prior permission is obtained from the copyright holder.
</para>
</legalnotice>
<revhistory id="revhistory">
<revision>
<revnumber>1.1</revnumber>
<date>2005-04-21</date>
<authorinitials>TM</authorinitials>
<revremark>Update to correct links, update copyright notice</revremark>
</revision>
<revision>
<revnumber>1.0</revnumber>
<date>2003-12-02</date>
<authorinitials>SR</authorinitials>
<revremark>Initial Release, reviewed by TM at LDP.</revremark>
</revision>
</revhistory>
<abstract><para>This guide provides useful information on how to generate
positive public relations and news media coverage for Linux.</para></abstract>
</bookinfo>
<toc></toc>
<chapter id="intro">
<title>Introduction</title>
<section id="who_should_read">
<title>Who Should Be Reading This Guide?</title>
<para>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.</para>
<para>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.</para>
</section>
<section id="what_is">
<title>What is Public Relations?</title>
<para>You have news to share&mdash;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.</para>
<para>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.</para>
<para>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,
<emphasis>marketing communications</emphasis> is a broad term that encompasses all of these disciplines.)</para>
<para>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.</para>
<para>One of the most common public relations vehicles is the
brief <quote>New Product</quote> 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.</para>
<para>There are some important terms that may help you understand
public relations. <emphasis role="bold">News media</emphasis>
refers to all the places where people read or hear about news,
including newspapers, magazines, television, radio, and the
Internet.</para>
<para>A <emphasis role="bold">news release</emphasis>, 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.</para>
<para>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.</para>
<para>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.</para>
</section>
<section id="pr_vs_advertising">
<title>How Public Relations Differs from Advertising</title>
<para>International humorist Stephen Leacock defined advertising
as: <quote>the science of arresting the human
intelligence long enough to get money from it.</quote> But
the textbook definition of advertising is: <quote>a
form of persuasion that informs people about the goods and
services they can purchase.</quote></para>
<para>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.</para>
<para>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.</para>
<para>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.</para>
</section>
<section id="what_pr_can_do">
<title>What Public Relations Can Do</title>
<para>Since public relations communicates your messages through
the news media, all the power of the media is brought to bear
when the public&mdash;those viewers, listeners, or
readers you want to reach&mdash;learns about your
news.</para>
<para>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&mdash;and that news has the potential to reach
a tremendously large audience.</para>
<para>With exposure comes awareness. An important goal of public
relations&mdash;in any medium&mdash;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 <emphasis>buzz.</emphasis></para>
<para>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.</para>
<para>Public and news media relations also positions you to enter
new marketplaces and exposes new Linux programs to new
audiences&mdash;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&mdash;especially when integrated with
other powerful marketing communications tools such as brochures,
trade shows, and so on.</para>
</section>
<section>
<title>The Benefits of a Public and Media Relations Program</title>
<para>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:</para>
<itemizedlist>
<listitem>
<para>Public relations should not be a <quote>we
will do it if we have the time and resources</quote>
kind of effort. A sustained initiative can build your
organization's profile in the news media
and the local community.</para>
</listitem>
<listitem>
<para>Editorial coverage gives your organization better
stakeholder attention compared to paid advertisements.</para>
</listitem>
<listitem>
<para>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.</para>
</listitem>
<listitem>
<para>Public relations is an economical means of promoting
your organization.</para>
</listitem>
<listitem>
<para>Regular and effective news releases can make your
organization a <quote>news media
source</quote> 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.</para>
</listitem>
<listitem>
<para>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 <quote>a serious look.</quote></para>
</listitem>
</itemizedlist>
<para>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. <xref linkend="planning"></xref> explains how
to determine what you really want to accomplish.</para>
</section>
</chapter>
<chapter id="planning">
<title>Public and Media Relations Planning</title>
<para>When you want to promote your organization, you are
provided with a variety of options. The first step is to develop
a plan. You must determine the following:</para>
<itemizedlist>
<listitem>
<para>
<emphasis>What do you want to accomplish?</emphasis>
</para>
</listitem>
<listitem>
<para>
<emphasis>Who do you want to reachneeds to know about your
organization?</emphasis>
</para>
</listitem>
<listitem>
<para>
<emphasis>What do you want to say??</emphasis>
</para>
</listitem>
<listitem>
<para>
<emphasis>What kind of information is
newsworthy?</emphasis>
</para>
</listitem>
</itemizedlist>
<section id="what_accomplish">
<title>What Do You Want to Accomplish?</title>
<para>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.</para>
</section>
<section id="who_needs_know">
<title>Who Needs to Know About Your Organization?</title>
<para>Now that you know what you want to do, the second step is
to determine who you need to talk to.</para>
<para>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.</para>
<para>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:</para>
<itemizedlist>
<listitem>
<para>
<emphasis role="bold">News media.</emphasis>
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.</para>
</listitem>
<listitem>
<para>
<emphasis role="bold">IT professionals.</emphasis>
Includes practicing IT professionals, students, and prospects
such as people considering a career change.</para>
</listitem>
<listitem>
<para>
<emphasis role="bold">Influencers.</emphasis>
</para>
</listitem>
<listitem>
<para>
<emphasis role="bold">Other LPI affiliates.</emphasis>
</para>
</listitem>
<listitem>
<para>
<emphasis role="bold">Business partners and
suppliers.</emphasis>
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.</para>
</listitem>
</itemizedlist>
</section>
<section id="what_to_say">
<title>What Do You Want to Say?</title>
<para>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.</para>
<para>Although a given message may be <quote>tweaked</quote> or
<quote>massaged</quote> for different audiences,
the core messages should not vary.</para>
</section>
<section id="newsworthy_info">
<title>What Kind of Information is Newsworthy?</title>
<para>These are examples of great happenings that generate
interest.</para>
<itemizedlist>
<listitem>
<para>
<emphasis role="bold">Locations and launches.</emphasis>
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.</para>
</listitem>
<listitem>
<para>
<emphasis role="bold">Industry developments and human
interest.</emphasis>
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 <quote>case studies</quote> and
typically are given favourable consideration by editors
because of their considerable human interest appeal.</para>
</listitem>
<listitem>
<para>
<emphasis role="bold">Numerical data and trends.</emphasis>
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.
</para>
</listitem>
<listitem>
<para>
<emphasis role="bold">Organizational announcements.</emphasis>
Notable changes in staff or volunteers are another way of
getting media exposure. The more important the position, the
more newsworthy organizational announcements become.</para>
</listitem>
<listitem>
<para>
<emphasis role="bold">Partnerships.</emphasis>
Especially partnerships with far-reaching effects across the
industry create a major news story.</para>
</listitem>
<listitem>
<para>
<emphasis role="bold">Industry recognition.</emphasis>
When your organization wins an award or is recognized by
peers, let the world know!</para>
</listitem>
</itemizedlist>
<para>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&mdash;the
readers, viewers, and listeners who you reach.</para>
<para>Effective and well-organized public relations efforts
require news releases and correspondences to reach an appropriate
editor. <xref linkend="contacting_media"></xref> details what you need
to do to get news media contacts and, ultimately, positive
visibility.</para>
</section>
</chapter>
<chapter id="contacting_media">
<title>Contacting the News Media</title>
<para>All contacts with the news media create an impression of
you and your organization that carries into the public
perception. Creating and updating a media contact database is the
first step towards developing good relationships with editors and
writers. When you are contacting editors, remember that editors
are busy professionals, so being polite and to-the-point are
vitally important. Customizing your pitch for different editors
and types of media will also give your information a better
chance of being published. Effective media contacts will make
your public relations campaign a success for your organization
and the publications that you are featured in.</para>
<section id="creating_contact_db">
<title>Creating a Media Contact Database</title>
<para>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.</para>
<para>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.</para>
<para>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.</para>
<para>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.</para>
<table frame="all">
<title>News Media Organizations</title>
<tgroup cols="2" align="left" colsep="1" rowsep="1">
<colspec colnum="1"/>
<colspec colnum="2"/>
<thead>
<row>
<entry align="left">Media Group</entry>
<entry align="left">Web Address</entry>
</row>
</thead>
<tbody>
<row>
<entry align="left">Bacon's Directories</entry>
<entry align="left"><ulink url="www.bacons.com"></ulink></entry>
</row>
<row>
<entry align="left">Bowden's</entry>
<entry align="left"><ulink url="www.bowdens.com"></ulink></entry>
</row>
<row>
<entry align="left">Burrelle's/Luce</entry>
<entry align="left"><ulink url="www.burrellesluce.com"></ulink></entry>
</row>
<row>
<entry align="left">BusinessWire</entry>
<entry align="left"><ulink url="www.businesswire.com"></ulink></entry>
</row>
<row>
<entry align="left">Canada Newswire</entry>
<entry align="left"><ulink url="www.newswire.ca"></ulink></entry>
</row>
<row>
<entry align="left">CCN Matthews</entry>
<entry align="left"><ulink url="www.ccnmatthews.com"></ulink></entry>
</row>
<row>
<entry align="left">Media Map</entry>
<entry align="left"><ulink url="www.mediamap.com"></ulink></entry>
</row>
<row>
<entry align="left">PR Newswire</entry>
<entry align="left"><ulink url="www.prnewswire.com"></ulink></entry>
</row>
</tbody>
</tgroup>
</table>
<para>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):</para>
<itemizedlist>
<listitem>
<para>Broadcasting companies</para>
</listitem>
<listitem>
<para>News publications</para>
</listitem>
<listitem>
<para>News services</para>
</listitem>
<listitem>
<para>Newspaper feature syndicates</para>
</listitem>
<listitem>
<para>Newspapers</para>
</listitem>
<listitem>
<para>Publishers - periodicals and magazines</para>
</listitem>
<listitem>
<para>Radio stations</para>
</listitem>
<listitem>
<para>Television stations</para>
</listitem>
</itemizedlist>
<para>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.</para>
</section>
<section id="maintaining_db">
<title>Maintaining Your Database</title>
<para>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 <emphasis>must</emphasis>
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.</para>
</section>
<section id="contacting_editors">
<title>Contacting the Editors</title>
<section id="intro_letter">
<title>Letter of Introduction</title>
<para>When contacting an editor for the first time, you should
take pains to get your relationship off to a good start. This is
best accomplished by sending a well-crafted letter (or email) of
introduction prior to issuing your first news release.</para>
<para>Even if you have been involved in media relations in
another capacity, a letter of introduction can help establish a
<quote>new era</quote> of cooperation between
you (in your new public relations role) and the editor. After
all, a successful public and media relations program is all about
relationships&mdash;successful ones.</para>
<para>What must your letter accomplish? Consider your goals
carefully, because this letter can do a great deal for your
organization.</para>
<para>First, reaching the right editor or reporter is extremely
important. Then, you will want to get that editor's help in identifying other
professionals who may be interested in receiving and conveying
Linux news. These professionals include freelance writers (who
write speculatively or on assignment, then sell specific stories
to publications), editors in related areas (business and feature
editors), industry spokespeople, and so on. Your letter also
needs to articulate why this editor will likely be interested in
your organization's story and why his or her
audience will be interested.</para>
<para>The primary purpose for the letter of introduction is to
open the lines of communication and to make yourself or your
designated spokesperson available. Be sure to give your full name
and contact information.
<emphasis role="bold">Most importantly, do not forget to include
your email and website addresses.</emphasis>
Email is the preferred method of communication in the
journalistic community. Make corresponding and dealing with you
easy for your media contacts. This is critical to the success of
any media and public relations program.</para>
<para>If you include broadcast in your public relations program,
you will need to adjust the terminology accordingly. Instead of
editors, you will be corresponding with news directors and
producers; instead of readers, you will be referring to
listeners, viewers, or an audience. No matter what their job
description is, remember that you are dealing with actual people.
The more personable you are in your correspondence, the more
likely you are to see results.</para>
</section>
<section id="using_phone">
<title>Using the Phone</title>
<para>Regardless of the size and scope of your media relations
program, look for an opportunity to directly contact at least
some of the editors and journalists important to your
organization. The telephone is a tremendous ally in any public
relations program. A phone call establishes person-to-person
contact, lends credibility to your public relations effort, and
helps your contact to associate a name to the news releases you
subsequently send to them. A few moments on the phone, either as
a prelude or a follow-up to a news release, not only draws
attention to your organization but can also impart a sense of
immediacy and urgency that may provide the edge you need to
acquire editorial coverage of your story.</para>
<para>When calling an editor, always immediately identify
yourself and your organization. Next, ask if the editor is on
deadline. If their answer is <quote>Yes,</quote>
don't tie up their time but offer to call back
in a day or two and then do so. Editors are known for their
extraordinary memory&mdash;they never forget a
nuisance or a courtesy.</para>
<para>If the editor is not on deadline, then state immediately
why you are calling, saying something like this:</para>
<blockquote>
<para><quote>Hello, I'm (name) with (my organization), and I'm
calling to alert you to our announcement of (news topic). I want you to know
that I'm available to you for any additional information or an interview,
now or any time in the future. Give me a call at (phone number) or email
me at (email address).</quote></para>
</blockquote>
<para>Look what the dialogue above accomplishes. You have
identified yourself and your organization, stated your business
succinctly, and offered your services as a liaison. Now let the
editor decide what to do. If they seem to want to get off the
phone quickly, don't worry. They may have
something urgent demanding their attention or a story that needs
to be filed immediately. You can always call back or have the
editor return your call later. Listen carefully to the
editor's recommendations for calling them at
another time.</para>
<para>While most editors and reporters are busy, they are seldom
rude (in fact, the contrary) and usually cooperative. If the
editor asks why you are calling, or has other questions, be
prepared to answer. As in any business situation, always do your
homework. If necessary, write down potential questions and
answers and rehearse beforehand. Nothing irritates a busy editor
or reporter more than dealing with a public relations
representative who is unprepared to answer basic
questions.</para>
<para>If you cannot answer all the questions, promise to find the
answers and send the information by email.
<emphasis>Be sure to do this in a timely fashion.</emphasis>
Editors appreciate quick responses and will give more attention
to people who can give them the information they are seeking in a
timely manner. This is a very important consideration.</para>
<para>If the editor gives you a <quote>No thanks, not
interested</quote> response&mdash;which may
happen quite frequently at the beginning&mdash;you
should ask if there is someone else on staff who would be
interested in your information. If there is time, and the editor
seems receptive to sharing information (listen carefully to their
tone of voice and phone manner), you might also ask if there is
anything special about Linux they are looking for, now or in the
future. After all, the less you waste of each
other's time, the more productive your
relationship will be.</para>
<para>Once editors know of you and your organization, there may
be times when they contact you directly. For example, the
publications you have targeted may occasionally feature an
editorial focus on Linux. Check the editorial calendars of these
publications on a regular basis. Periodicals plan their issues
two to three months in advance of the publication date, so you
need to be proactive in pitching (telling) your
organization's story ahead of time. Editorial
calendars are often made available on the
publication's website. They are also usually
available free of charge from the
publication's advertising department. If all
else fails, contacting the publication's
editorial assistant and making a polite request should yield
positive results.</para>
<para>Another important way to use the phone is to find out who
you should be contacting at a specific publication. The
receptionist is usually cooperative and very knowledgeable about
this. You may end up talking to a lot of different people before
you get the answers you need, but public relations is far more
effective when you deliver your news to the right people.</para>
</section>
</section>
<section id="making_pitch">
<title>Making the Pitch</title>
<para><quote>The Pitch</quote> (that is,
<quote>selling</quote> 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.</para>
<para>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.</para>
<para>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&mdash;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.</para>
<para>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.</para>
<para>For example, a particular Bloomberg reporter (who shall
remain anonymous) does not like receiving pitches by email. In
her words: <quote>Email tells a one-sided story in
its pitch. It makes it impossible to ask questions regarding some
uncertain aspects.</quote> 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.</para>
<para>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. <quote>I am
[always] getting an abundance of press news,</quote> he
says. <quote>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.</quote></para>
<para>Samuel Brittan, an economic commentator with the Financial
Times in London, likes old-fashioned snail mail.
<quote>There are problems which occur with email, be
it privacy issues, bounce-backs, or just an
over-abundance,</quote> he says. <quote>I simply
prefer to be mailed directly through the postal
service.</quote></para>
<para>Carrie Donovan, an editorial assistant for The Washington
Post, states: <quote>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).</quote>
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.</para>
<para>Whatever method you use to correspond with an editor or
reporter, always remember that media people are
<emphasis>extremely</emphasis>
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
<quote>neat and clean</quote> delivery. As Mr.
Andelman bluntly states, <quote>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.</quote></para>
<para>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.</para>
<para>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.</para>
<section id="getting_editor_attention">
<title>Getting the Editor's Attention</title>
<para>Editors pride themselves on keeping current with the latest
developments in their field. Indeed, being current is a central
aspect of their jobs and practically inescapable, considering the
mountains of information delivered to their desktops. Since they
take this responsibility very seriously, most editors
read&mdash;or at least scan&mdash;every
single release that comes in.</para>
<para>The big read usually begins as an accompaniment to the
morning cup of coffee. Editors will read the
release's headline, perhaps scan a paragraph
or two, and decide whether the piece works for their
publications. Since so much depends on passing this preliminary
test, we will discuss in Chapter 4 how to give your release the
best chance of being <quote>picked up.</quote></para>
<para>Not every news release will contain earth-shattering news.
In fact, many will be written mainly to keep the
organization's name in front of the editors.
Nonetheless there will be times when an item will be particularly
newsworthy, timely, or significant to at least one editor. That
is the time to pick up the phone and bring the item to their
attention. Editors are sensitive to significant announcements and
do not want to miss them any more than you want them missed, so
calling is appropriate on these occasions. However, there are a
few caveats.</para>
<para>First, remember <emphasis>never</emphasis> to call during the editor's
<quote>deadline time</quote> of the day, week,
or month. Note these periods in your contact database. Secondly,
use the phone strategically. Do not phone too often or for
trivial news&mdash;that is equivalent to
<quote>crying wolf.</quote> If you will be
making several important announcements within a short period, let
the editor know you will be doing this instead of calling
separately about each item. Only pick up the phone when all of
your ducks are in a row; that is, when the information is ready
to be released, and you are prepped and primed to answer
questions. Finally, remember that any phone call should be brief
and to the point, with additional information sent by email (or
whatever format the editor has stipulated).</para>
<para>Using the telephone intelligently and to maximum effect
will demonstrate your public relations savvy and professionalism.
This, in turn, will increase your
organization's credibility, increasing the
likelihood that your news will be picked up.</para>
</section>
</section>
<section id="pitching_media">
<title>Pitching for Different Media</title>
<para>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.</para>
<section id="print_based_media">
<title>Print-based Media</title>
<para>Every publication has a lead time for accepting releases
and pitches. Generally, daily and weekly newspapers have quite
short lead times, while monthly or quarterly magazines may have a
lead time of several months. Each publication will also have
requirements regarding text and graphic formats. For instance,
they may accept only plain-text documents with no formatting or
require graphical files (such as photos) to be submitted in a
particular file type and resolution.</para>
<para>Although you do not need to become an expert in desktop
publishing and print production, having a general knowledge of
these areas will be extremely beneficial. Familiarize yourself
with commonly used text formats (such as Microsoft Word for print
and HTML for the Internet) and graphical formats (such as eps,
jpeg, and gif). For important communications, you may wish to
engage the services of a copy editor, graphic designer, or other
publishing professional.</para>
<para>The Internet today works similarly to the print media.
Speed is paramount for this medium. News can be posted
immediately, without waiting for the printing presses to roll.
Space limitations are not as much of a concern as they are for
print, and the online edition will often publish stories that do
not fit in the printed edition.</para>
<para>Naturally, online editors prefer to receive your news
electronically. Targeting the right online editors can result in
almost immediate posting of your news. Be sure to build
relationships with online editors as you would for print editors.
The online world is a growing segment that you simply cannot
afford to ignore.</para>
</section>
<section id="tv_radio">
<title>Television and Radio</title>
<para>Studies show that television has replaced newspapers as the
primary medium from which people get their news. These studies
also found that TV news had a much higher credibility rating than
newspaper coverage. Thus, specialty TV programs may offer an
excellent opportunity for communicating your story. Such shows
may include: local TV news shows, programs produced by community
TV stations, business or information technology shows, and
educational shows.</para>
<para>Because television emphasizes visuals, you should look for
stories and angles that permit interesting or engaging video
footage. (There is nothing duller than â$=talking
heads.â$) TV news producers and editors like action,
especially fast-paced action. They also favor stories with a
local twist. Try and localize your story, which means making the
news relevant and appealing geographically to the television
station concerned.</para>
<para>Radio interviews are another excellent vehicle for
publicizing your organization and activities. Contact your local
radio station and pitch yourself as an interview candidate to the
news director or assignment editor. Know that you must have a
compelling and convincing answer to the question,
<quote>Why should our listeners be interested?</quote></para>
<para>In <xref linkend="working_with_media"></xref>, we further explore
the characteristics of different media, so that you can customize your
pitches to each one.</para>
</section>
</section>
</chapter>
<chapter id="working_with_media">
<title>Working with the Media</title>
<para>In this part, we look at how to motivate the news media to
use your stories. We will review the duties of editors and
producers, the characteristics of different news media, and the
ways in which your organization can increase the chances of
gaining visibility. We will see how to create news media interest
in your story, not only through the information contained in your
release, but also through contact with the editors. We will try
to create a better understanding of the
editors' side of the public relations channel
with some insight into the little things&mdash;and
the big things&mdash;that editors look for.</para>
<section id="editor_duties">
<title>Duties of an Editor</title>
<para>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 <emphasis>editor</emphasis>. Understanding an editor's
job will help you do your job better.</para>
<para>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
<emphasis>managing editor</emphasis> or <emphasis>editor in chief</emphasis>)
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
<quote>departments</quote>). 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.</para>
<para>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.</para>
<section id="newspaper_editors">
<title>Newspaper Editors</title>
<para>Newspapers don't mean just the regular
daily newspapers targeted at the general public. There are
special-interest newspapers for business, computers, information
technology, telecommunications, and other fields. The specialty
papers may run weekly instead of daily, but, like their daily
counterparts, they are primarily news-driven rather than
feature-driven (which is more the case with magazines).</para>
<para>Newspaper editors reject many more releases than they use.
The larger the paper's circulation or the more
active the area being covered, the more releases the editor has
to sort through.</para>
<para>Most newspapers have a space budget, which is not to be
confused with a financial budget. The space budget consists of
the total number of pages printed, divided between advertising
and news articles. Advertisements are the lifeblood of a
newspaper; ads consistently provide the largest portion of
income. The ads must be accommodated first, after which the
issue's remaining space is allocated to
specific stories and departments by the key editors.</para>
<para>The selection of news releases to cover is based on the
editor's personal and professional judgment.
The main factor in that judgment can be summed up in a single
word: <quote>newsworthiness</quote>.
Unfortunately, newsworthiness is defined by individual
editor's opinions. Newsworthy stories are
generally those that offer the most information with the most
urgency to the most people.</para>
<para>If a news release issued on particular day is not covered
in the following day's paper, this does not
mean the news will not appear at all. Releases not considered
newsworthy enough to appear in a weekday edition may be suitable
for the weekend paper, where there is more room and less emphasis
on breaking news. Even if a news item is selected for use, the
article may still get pulled at the last minute. Perhaps an
advertiser cancelled a large insert just prior to deadline,
necessitating a layout change, or a big story emerged late in the
day. When this happens, more expendable news is
sacrificed.</para>
<para>What happens to releases that aren't
selected for immediate coverage? Some are kept for future use,
but more likely they are sent into the
editor's trash can.</para>
</section>
<section id="magazine_editors">
<title>Magazine Editors</title>
<para>Magazines operate very much like newspapers, with
departments, editors, space budgets, and advertising, but
magazines differ in a few important ways.</para>
<para>The potential lifespan of a news release is much longer for
a magazine. A monthly publication might not use your news for
several months. Depending on the printing and preparation
schedule, your release could appear as soon as a week or two
after you send the release or as late as six-months later. The
nice thing is that whenever your news appears, the information
remains in front of the reader for a full month instead of just
one day.</para>
<para>The editorial focus and format of a magazine are usually
more specialized than those of newspapers. <quote>Focus</quote> refers to
the subjects a magazine covers; for instance, <emphasis>Linux Journal</emphasis>
focuses on Linux in general while <emphasis>ComputerWorld</emphasis>
might focus on Linux in the enterprise. <quote>Format</quote> refers to the
way in which a magazine's news and information is
presented, usually as a particular mix of regular columns,
articles, features (main stories), shorter pieces, and editorials
(opinion pieces). Magazine stories don't have
to be as <quote>newsy</quote> as newspaper
stories. To a greater degree, a magazine researches and creates
news rather than relying on current events.</para>
<para>General-interest magazines try to appeal to a large segment
of the population. (Examples are <emphasis>Macleans, Readers'
Digest,</emphasis> and <emphasis>People.</emphasis>)
Special-interest magazines target a limited, well-defined
community of readers who share a particular interest along with
associated activities and concerns. Special-interest magazines
are good targets for the Linux community, especially those
focusing on Linux, operating systems, storage, security,
computers, and information technology.</para>
<para>Whether special interest or general interest, the closer
your news release relates to the audience of a publication and
the greater the impact on that audience, the more likely an
editor will choose your news to publish. The key factors are
editorial relevance and appeal to the publication's target audience.</para>
</section>
</section>
<section id="target_other_media">
<title>Targeting Other Medias</title>
<para>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.</para>
<section id="target_tv">
<title>Television</title>
<para>The same considerations of <quote>newsworthiness</quote> discussed for
newspapers apply to television broadcast news, with the added
element of visuals. There are several types of TV programming you
will want to consider. These include educational and
informational programs, local and community news programs, and
perhaps a business program. Understand the types of shows being
produced and aired in your regional area, and then pitch your
story for an in-studio interview or a feature.</para>
<para>Ensuring that you are pitching the right story to the right
TV program staffer will be discussed later in this guide.</para>
</section>
<section id="target_radio">
<title>Radio</title>
<para>Radio time for news stories is very limited. Usually there
is only enough time for headlines and summaries of the
day's top stories, but radio still has great
opportunities for your organization.</para>
<para>Some radio stations offer expanded news coverage and
features (this is sometimes called <quote>foreground
programming</quote>). Most Linux news has a better chance of
getting coverage or an interview in news programming than in
regular programming. The best chance of all lies in targeting an
all-news station. Approximately 45 minutes of each hour are
devoted to news, sports, weather, special reports, and features.
(The remaining 15 minutes are for commercials.) All-news radio
stations operate more like a magazine or newspaper, with specific
departments and editors, more producers, more reporters, and
therefore, more available resources. Stories that interest a
significant portion of their listening community or that appeal
to deep-pocketed sponsors will be given the most attention. You
could pitch a <quote>Linux for business</quote>
type of story. Even if your underlying goal is to promote your
organization, the story or interview must avoid advertising or
commercial overtones of any kind. Nothing kills the news
media's credibility faster or turns off
listeners more than inappropriate jingoism.</para>
</section>
<section id="target_talk_shows">
<title>Talk Shows</title>
<para>Talk shows, whether on television or radio, are excellent
vehicles for covering a wide variety of topics. Talk shows often
invite industry experts to be commentators or participants in a
panel discussion. In addition, these shows often have phone-in
segments, inviting listeners to ask questions or make comments.
These characteristics make the talk show an ideal forum for
raising your organization's visibility.</para>
<para>For these programs, there is usually an assistant producer
responsible for lining up interesting guests, as well as a
producer who coordinates the overall process. Both email and
telephone contact with the assistant producer can prove
rewarding. The host, interviewer, or moderator of the show does
not usually choose the guests or have final say in who appears.
Unless instructed otherwise, contacting the assistant producer or
producer is best.</para>
</section>
</section>
<section id="selling_to_media">
<title><quote>Selling</quote> Your Story to the Media</title>
<para>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&mdash;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 <emphasis>should</emphasis> or <emphasis>will</emphasis>
be interested in. An astute editor keeps their sights as much on
the future as on the present.</para>
<para>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 <quote>experts,</quote> which
presents a perfect opportunity for specialists in your
organization to share their knowledge and bring visibility to
your organization.</para>
<para>Editors, being journalists, abide by the five Ws tradition
of reporting: who, what, where, when, and why (with an unofficial
<quote>how</quote>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.</para>
<para><emphasis>The way</emphasis> in which you present this information
is crucial to being accepted by an editor as newsworthy for their audience.
You have to <quote>tell a story,</quote> make the news
interesting and relevant, and choose an appropriate time and
place to present the story.</para>
<section id="selling_who">
<title>Who</title>
<para><quote>Who</quote> usually consists of your
organization, spokespersons, and authorities quoted in your news
releases. Your organization and those speaking as representatives
must be presented as professional, authoritative, influential,
and with strong credentials for speaking on matters related to
your industry. By positioning your organization in this way, you
have a much better chance of generating visibility and
prestige.</para>
<para>The goal is to make your organization a recognized
authority in your field. With this distinction, any time you
issue a statement, your news will draw the attention of editors
whose readers are interested in the specific work you do. All
things being equal, the more influential your spokesperson, the
better the chance your news has of being selected.</para>
</section>
<section id="selling_what">
<title>What</title>
<para>The <quote>what</quote> is the subject of
your release&mdash;a new application, a new
appointment, or any interesting event you choose to announce.
Naturally, unusual or exciting announcements have a better chance
of being covered. Anything you can do to make your story stand
out from the ordinary will be viewed as a refreshing change and
will increase the chance of your story being published.</para>
<para>If the <quote>what</quote> in your story
is a personnel appointment (either paid or volunteer), look for
some human interest in either the person or the job at hand. If
this person is a well-known Linux expert or a pillar of their
local community, all the better. The more noteworthy the
individual, the more newsworthy the story.</para>
<para>If the <quote>what</quote> is an event
such as a Linux trade show, that is a plus. Editors regard events
as more urgent and newsworthy than other announcements.</para>
</section>
<section id="selling_where">
<title>Where</title>
<para>The <quote>where</quote> of your release
plays a key role. As you begin to understand public relations,
you will appreciate the role of staging events to generate news.
Since the media appreciates visuals, try to produce events with
images as well as a pertinent story.</para>
<para>In planning a pitch or a release, ensure that you clearly
indicate the address of every event you hope to have reporters
attend. Reporters' time is wasted if they have
to call for directions to every event. A special media contact
person is a good idea to have at all events. This person can
prevent reporters from missing important or visual parts of
events. Be aware of upcoming events or activities that you might
be able to capitalize on or borrow interest from. Again, the goal
is promote the unusual, the unique, the unexpected that will
pique the editor's curiosity or sense of
humor&mdash;and get your story into print.</para>
</section>
<section id="selling_when">
<title>When</title>
<para>Remember that for most organizations,
<quote>when</quote> can be just about any time.
There is no need to wait for once-a-year events (like trade
shows) to provide news. With creative thinking, you can come up
with news stories that capitalize on current events. For example,
news about the economy and what proprietary operating systems
cost organizations to run can provide a background for Linux
news. New computer applications running on Linux also present
rich opportunities.</para>
<para><quote>When</quote> is extremely important
in terms of releasing the news. For instance, if you are
publicizing special events or trade show appearances, you want to
allow ample time for an editor to assign a reporter to cover the
story (if the news is deemed of interest). If the editor
doesn't have enough time to assign a reporter
to cover your event, you can count on no reporters being
available.</para>
<para>Fortunately, though, while timing is critically important,
avoiding bad timing is easy. The first rule is always to provide
a reasonable amount of advance notice. For news-breaking media
such as radio, television, and some newspapers, two days is an
absolute minimum, and a week is more prudent. For magazines and
trade journals, one to two weeks is the minimum in most cases,
and three to four weeks is even better.</para>
<para>The second rule is to use your common sense and avoid
scheduling pitches when you know the editor is on deadline or is
involved with other events. Also avoid periods when the editor is
working with little or no support staff (such as when reporters
are away at an important trade show). Generally, business hours
between 9:30 a.m. and 2:00 p.m. is best, since this gives
reporters time to write and file their stories. Mondays and
Fridays are always more difficult than midweek, but
don't be afraid to ask if the editor prefers
specific days.</para>
<para>If you are requesting reporters attend and cover an event,
never ask the editor to confirm their attendance. The editor will
not appreciate the pressure, and besides they cannot guarantee
they will have the resources (reporters and camera operators) at
the appointed time. News changes by the second. A reporter may be
ready to go to your event and, at the last minute, be reassigned
to something else. This happens all the time, so
don't take the rejection personally.</para>
<para>If you show respect for the editor's
time, they will appreciate your consideration and may be more
likely to cover at least some of your stories.</para>
</section>
<section id="selling_why">
<title>Why</title>
<para>So far, we have discussed <emphasis>who</emphasis>
the news media is interested in, <emphasis>what</emphasis>
news is most likely to be covered, and <emphasis>where</emphasis>
and <emphasis>when</emphasis> you are going to make your pitch.
Now, in looking at the <quote>why</quote> of your
organization's story, we will address two questions. First,
<emphasis>why</emphasis> did your news item come to pass, and second,
<emphasis>why</emphasis> should an editor (and their readers, listeners,
or viewers) find your event newsworthy?</para>
<para>Unless there is something terribly interesting about the
who, what, where, or when, <quote>why</quote> is
the single most compelling factor available to an editor in
determining newsworthiness. Why is the news important to the
audience? Why do they need to know about this? Why is your
particular event unusual or out of the ordinary?</para>
<para>Most organization's activities can be
analyzed in terms of their cause and/or their effect. The more
you can identify causes or effects in your story, the better
chance your organization has of receiving coverage. As an
example, if there is a trend of Linux being increasingly used in
the enterprise, there must be a reason why. Giving the editor
just a few of these reasons can make your story more newsworthy
than just a simple, bland announcement. Even including some
statistics to support your why will likely have a tremendous
effect.</para>
<para>The same principle holds true for something as seemingly
mundane as a new personnel selection. Why was there a vacancy?
Why was this person selected to fill the spot? Adding either or
both pieces of information to the release greatly increases the
news interest.</para>
<para>One of the cardinal rules of media and public relations is:
<quote>Never promote features, always promote
benefits.</quote> A feature is any specific aspect that
makes a product or service unique; features belong to products or
services. A benefit is an advantage gained by the user in
selecting a specific product or service; benefits belong to
users. What a product or service does is nowhere near as
meaningful as why there is some advantage or benefit to the
user.</para>
<para>You don't need to completely ignore
describing features, but you do need to present them in the
context of their benefits to the end user. The reason for doing
this is simple. Readers are potential users, and the better job
you do of relating to the user, the more you will attract
readers. Readers, as we already know, are the
editor's Holy Grail.</para>
<para>If your release is about an event, there are numerous
<quote>whys</quote> you need to address. Why
now? Why is your organization involved or being a sponsor? Why
would anyone want to come to the event?</para>
<para>Be proactive and open in sharing the causes and anticipated
effects of these accomplishments. Don't leave
the editor wondering: <quote>So what?</quote>
Failing to provide answers to why your activity is news is a
sure-fire way of getting your release
<quote>filed</quote> in the recycle bin.</para>
</section>
<section id="selling_how">
<title>How</title>
<para>Cause and effect, and explaining why your news is
happening, will very naturally lead to the
<quote>how</quote> of your story. How did this
come to pass? How are you accomplishing this? How did your
organization decide to embark on this new and exciting
initiative? How will this change affect people and the
marketplace? Describing the <emphasis>hows</emphasis>
gives color and interest to your story.</para>
</section>
</section>
<section id="dos_donts">
<title>Do's and Don'ts When Dealing with the News Media</title>
<para>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.</para>
<section id="dealing_do">
<title>Do's</title>
<para><emphasis>Do</emphasis> introduce yourself to different media
editors, journalists, and freelancers by sending them an email note or by
inviting them out for coffee or lunch. Bring along some background information
or a few pages from your website to explain what your organization is
all about.</para>
<para><emphasis>Do</emphasis>
follow up after the meeting with thank-you note, mentioning that
you will be in touch as appropriate. This is important to set the
stage for future dialogue.</para>
<para><emphasis>Do</emphasis>
let them know what your goals are and what special events, news,
or programs you have coming up.</para>
<para><emphasis>Do</emphasis>
send out news releases by email about two weeks in advance, when
you have a special event planned. Send a follow-up email a few
days later. Phone again at a convenient time before the event to
suggest a possible meeting or interview at the event. The bigger
the event, the more advance notice should be given.</para>
<para><emphasis>Do</emphasis>
tailor your pitch for the needs of each medium. For example, set
up plenty of photo opportunities for television media,
human-interest stories for print, and interviews for
radio.</para>
<para><emphasis>Do</emphasis>
give them the name of someone who has a personal experience to
tell. Remember that the media loves a good story. Real life
stories engage readers and makes for better copy than just
statistics relating to Linux and open source.</para>
<para><emphasis>Do</emphasis>
ensure that you or your designated spokesperson is available for
interviews at a moment's notice; otherwise
much of your efforts will be in vain. Both of you, of course,
should do your homework and rehearse questions and answers in
advance. You should have facts, statistics, and anecdotes in your
head, ready to use.</para>
</section>
<section id="dealing_donts">
<title>Don'ts</title>
<para><emphasis>Don't</emphasis>
send out a pitch or news release with vague, general statements.
Your story has to show not tell, and you must convince the editor
to cover the news that promotes your organization rather someone
else's. Getting editorial coverage is fiercely competitive.</para>
<para><emphasis>Don't</emphasis>
ever tell the media what you want from them. Instead, ask them
about the kinds of stories they're looking
for, or if there are any other reporters in their newsroom who
would be interested in Linux and open source. By learning what
they want, you can tailor your communications to get what
<emphasis>you</emphasis> want.</para>
<para><emphasis>Don't</emphasis>
underestimate the importance of less prominent media like
community newspapers, cable TV, trade journals, and
special-interest newsletters. Look at the entire spectrum of news
media for different angles.</para>
</section>
</section>
<section id="monitoring_coverage">
<title>Monitoring Media Coverage</title>
<para>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.</para>
<para>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
<citetitle>
<ulink url="http://dmoz.org/News/Services/Media_Monitoring/">
http://dmoz.org/News/Services/Media_Monitoring/</ulink>
</citetitle>
provides a long list of media monitoring services, some of which
are provided in the Appendix.</para>
<para>In <xref linkend="news_releases"></xref> we will examine the parts of a
news release and discuss what can make your releases stand out from the
crowd.</para>
</section>
</chapter>
<chapter id="news_releases">
<title>News Releases&mdash;the Major Communications Tool</title>
<section id="writing_releases">
<title>Writing News Releases</title>
<para>Who, what, where, when, why, and
how&mdash;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.</para>
<section id="headline">
<title>The Headline</title>
<para>The headline is the first thing&mdash;and
sometimes the only thing&mdash;an editor will read.
Releases are often rejected as a result of a weak
headline.</para>
<para>Create headlines with impact. The most effective words in a
news release headline are eye-catching words like <quote>announces</quote> and
<quote>new.</quote> Comparative words like <quote>better</quote> or
<quote>more</quote> can also draw attention to your article. The headline is the
<quote>hook</quote> that lures editors and reporters into reading more. Headlines
must be compelling.</para>
<para>Many public relations novices make the mistake of
embellishing their headlines. Your organization has to earn the
respect of editors. Nobody owes you a reading. Too much
information, or confusing information, is a turnoff. Most
importantly, you should never sacrifice accuracy for the sake of
a flashy headline.</para>
<para>Here are some guidelines for writing headlines:</para>
<itemizedlist>
<listitem>
<para>Determine the most significant benefit your most
important reader will derive from the news.</para>
</listitem>
<listitem>
<para>Try and state those benefits in seven words or
less.</para>
</listitem>
<listitem>
<para>Ask yourself if your statement is meaningful to someone
not closely involved with your business.</para>
</listitem>
</itemizedlist>
<para>When actually writing the headline, try to achieve the
greatest impact using the fewest words. Your headline
doesn't need to be quite as dramatic as a
newspaper headline. Editors are looking for information in the
headline, so try to at least include who, what, and why. Whatever
the headline, you must accurately reflect the content that
follows.</para>
</section>
<section id="first_para">
<title>The First Paragraph</title>
<para>Many news releases are accepted or rejected on the basis of
the headline and first paragraph or two. These introductory
paragraphs are often all an editor will have time to read. Many
releases are rejected due a simple downfall: failure to include
any <emphasis>news</emphasis> in the first paragraph.</para>
<para>An important news-writing concept is
<emphasis role="bold">collapsible copy.</emphasis>
Collapsible copy reads well from the beginning to the end of any
given paragraph. The information is <quote>chunked</quote> to stand on its
own, if need be. Each sentence could be pulled from the news release and
used as a quotation. This type of copy should be used as
extensively as possible in all paragraphs.</para>
<para>Editors expect to see the five Ws covered in the first few
sentences. Here's an example:</para>
<blockquote>
<para><emphasis role="bold">NEW YORK &mdash; January 22,
2003 &mdash;</emphasis>The Linux Professional Institute (LPI)
(<citetitle><ulink url="http://www.lpi.org/">www.lpi.org</ulink></citetitle>),
the premier professional certification program for the Linux
community, and UnitedLinux LLC
(<citetitle><ulink url="http://www.unitedlinux.com/">www.unitedlinux.com</ulink>
</citetitle>), an industry initiative to streamline Linux development and
certification around a global, uniform distribution, have signed
a cooperative agreement to market a UnitedLinux professional
certification program.</para>
<para>Under the memorandum of understanding, LPI and UnitedLinux
will work jointly to create new UnitedLinux specific exams which,
when passed together with the current LPI Levels 1 and 2 exams,
will lead to two new UnitedLinux certifications. The new exams
are expected to be available during the first quarter of
2003.</para>
</blockquote>
<para>Let's look more closely at this example. The <emphasis>where</emphasis>
and <emphasis>when</emphasis> of this and most releases are specified in the
<emphasis role="bold">slug</emphasis> (<quote>New York &mdash; January 22,
2003</quote>). The <emphasis>who</emphasis> is LPI and UnitedLinux. The
<emphasis>what</emphasis> is signing a cooperative agreement. The
<emphasis>why</emphasis> is marketing a UnitedLinux professional certification
program. And the <emphasis>how</emphasis>
is LPI and UnitedLinux working jointly to create new UnitedLinux-specific
exams.</para>
<para>These two paragraphs alone communicate the essential points
of this announcement,. In print, there may not be enough space
for more than this. Some special-interest journals devote a
column or a page to announcements, which are printed verbatim
from the news release. Unless the announcement is deemed more
newsworthy, this may be all the coverage you get.</para>
</section>
<section id="middle_paras">
<title>The Middle Paragraphs</title>
<para>Limited space in publications and time in broadcasting
means the first paragraph <emphasis>may</emphasis>
get covered. Paragraphs should always be ordered by importance
for two important reasons.</para>
<para>First, editors read through releases quickly and often will
not finish entire releases. You must consider what things are
most important, and place them next in the release. Often, a
statement from your spokesperson explaining the expected impacts
on the marketplace or something related can be catchy enough to
be quoted. Follow this with the next most important thing, and so on
to the end of the release.</para>
<para>Second, sequence frequently indicates importance (unless
the story is an in-depth feature that can establish pacing and
shape). Stacking your news, in what some editors call the
<quote>inverted pyramid,</quote> can show
editors the relative importance of your details. By following the
inverted pyramid, you will make the editor's
job easier and also accomplish your goal of getting the most
critical information covered.</para>
</section>
<section id="fine_details">
<title>Final Details</title>
<para>You need to mark the end of your news release, so that
editors know there is no further news. In journalism, this is
traditionally done by putting <quote>-30-</quote> or
<quote>-end-</quote> on a new, centered
line, after the last line of copy, as follows:</para>
<para>
<screen> -30- </screen>
</para>
<para>After ending the release, it is important to include the
<emphasis role="bold">boilerplate</emphasis>&mdash;
standard, reusable background information
about the organization issuing the news and contact information
for editorial follow-up. The boilerplate includes the
organization's web address where the editor
can go for further details. Boilerplates can be reviewed and
revised periodically, but they should maintain consistency.
Wildly different boilerplates are unprofessional from one release
to the next.</para>
<para>Below is an example of boilerplate and contact
information.</para>
<blockquote>
<para><emphasis role="bold">About Linux Professional Institute</emphasis>
</para>
<para>The Linux Professional Institute (LPI) develops
professional certification for the Linux operating system
independent of software vendors or training providers.
Established as an international non-profit organization in 1999
by the Linux community, LPI develops accessible,
internationally-recognized certification programs which have
earned the respect of vendors, employers and administrators.
LPI's activities involve hundreds of
volunteers and professionals throughout the world in many
different capacities, and the group encourages active public
involvement through mailing lists and its website at
<citetitle>
<ulink url="http://www.lpi.org/">www.lpi.org</ulink>.
</citetitle>
LPI's multi-level program of exams is
administered globally through Virtual University Enterprises
(VUE) and Prometric testing centers. LPI's
major financial sponsors are Platinum Sponsors Caldera
International (NASDAQ:CALD), IBM (NYSE:IBM), Linuxcare, Maxspeed,
SGI (NYSE:SGI), SuSE Linux AG and TurboLinux as well as Gold
Sponsors Hewlett-Packard (NYSE:HWP) and Wave Technologies.</para>
<para><emphasis role="bold">Contact:</emphasis></para>
<para>Sheldon Rose</para>
<para>Sacke &amp; Associates Inc.</para>
<para>416-218-1102, ext 2191</para>
<para>sheldonr@sackepr.com</para>
</blockquote>
</section>
</section>
<section id="good_bad_releases">
<title>What Makes a News Release Good (or Bad)</title>
<para>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 <quote>objectivity</quote> or
to accommodate the publication's format.</para>
<para>The editorial staff at the <emphasis>Los Angeles Times</emphasis>
says this about news releases:</para>
<para>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.</para>
<para>Bad releases&mdash;the ones that don't get used&mdash; often have
these common mistakes:</para>
<itemizedlist>
<listitem>
<para>Lack of a local angle.</para>
</listitem>
<listitem>
<para>Insufficient or inaccurate information (who, what,
when, where, why, how).</para>
</listitem>
<listitem>
<para>Failure to include contact information for the
organization.</para>
</listitem>
<listitem>
<para>Verbosity. (Try to keep the release to one or two
pages, but balance brevity against failure to include
necessary information.)</para>
</listitem>
<listitem>
<para>Lack of timeliness&mdash;the
editor's deadline has passed or the news
is released too long after the event.</para>
</listitem>
</itemizedlist>
<para>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).</para>
<para>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.</para>
<para>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.</para>
</section>
<section id="top_ten_tips">
<title>Top Ten Tips for Writing Releases</title>
<para>To summarize what we have said so far, here are ten tips
for writing an excellent news release.</para>
<orderedlist>
<listitem>
<para><emphasis>Use an active headline to grab the
editor's attention.</emphasis></para>
<para>The headline makes your release stand out. Keep the
headline short, active, and descriptive, with the most positive
spin. Write <quote>Jane Doe Named Person of the
Year</quote> instead of <quote>Jane Doe Gets
Award.</quote></para>
</listitem>
<listitem>
<para><emphasis>Put the most important information at the
beginning.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Avoid exaggeration and unsubstantiated claims.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Write in an active, engaging, and concise style.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Keep your release to two pages or less.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Include a contact.</emphasis></para>
<para><emphasis>Every</emphasis>
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.</para>
</listitem>
<listitem>
<para><emphasis>Keep jargon to the minimum.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Stress <quote>benefits, benefits,
benefits.</quote></emphasis></para>
<para>This falls under the category of <quote>show,
don't tell.</quote> Avoid claiming something is <quote>unique</quote> or
<quote>the best</quote> when you can't substantiate this. Instead, provide
specific examples of benefits, supported by evidence and anecdotes.</para>
</listitem>
<listitem>
<para><emphasis>Be specific and detailed.</emphasis></para>
<para>Marcia Yudkin, author of
<emphasis>Six Steps to Free Publicity,</emphasis>
talks about the <quote>Yes, but what <emphasis>is</emphasis>
it?</quote> 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.</para>
</listitem>
<listitem>
<para><emphasis>Proofread!</emphasis></para>
<para>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.</para>
</listitem>
</orderedlist>
</section>
<section id="distributing_release">
<title>Distributing the News Release</title>
<para>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.</para>
<para>In North America, the more popular distribution services
include:</para>
<itemizedlist>
<listitem>
<para>PR Newswire (
<citetitle>
<ulink url="http://www.prnewswire.com/">
www.prnewswire.com</ulink>
</citetitle>
)</para>
</listitem>
<listitem>
<para>Canada Newswire (
<citetitle>
<ulink url="http://www.newswire.ca/">
www.newswire.ca</ulink>
</citetitle>
)</para>
</listitem>
<listitem>
<para>BusinessWire (
<citetitle>
<ulink url="http://www.businesswire.com/">
www.businesswire.com</ulink>
</citetitle>
)</para>
</listitem>
</itemizedlist>
<para>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.</para>
<para>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.</para>
</section>
</chapter>
<chapter id="other_pr_tools">
<title>Other Public Relations Tools</title>
<para>The news release is the most important form of written
communications used by a public relations professional, but not
the only one. There are many other public relations tools that
should be used when appropriate.</para>
<para>News releases may suffice for most news stories, but other,
lengthier forms of communication can give in-depth coverage of an
interesting news item. Feature articles, bylined articles, and
emails may be written to provide human interest appeal, to
explore topics and issues in more depth, to raise your
organization's profile in the local community,
or for other reasons.</para>
<section id="feat_articles">
<title>Feature Articles</title>
<para>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.</para>
<para>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
<quote>the rest of the story.</quote> 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.</para>
<para>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 <quote>articles,</quote> and no
editor will accept an article that blatantly sells.</para>
<para>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.</para>
<para>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&mdash;something to
hook your target audience. A headline or a photograph may
help.</para>
<para>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.</para>
<para>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.</para>
<para>You can direct a feature to the <quote>feature
editor</quote> 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.</para>
<para>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.</para>
<para>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.</para>
<para>Whatever your approach, keep in mind that the ultimate goal
is to generate favorable coverage and visibility for your
organization.</para>
</section>
<section id="byline_articles">
<title>Bylined Articles</title>
<para>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.</para>
<para>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.</para>
<para>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 <quote>the next thing</quote> to tell their readers about.</para>
<para>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.</para>
<para>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.</para>
<para>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 <quote>owns</quote> the
ideas expressed in the article, not the writer.</para>
<para>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.</para>
</section>
<section id="email_writing">
<title>Email Writing</title>
<para>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.</para>
<para>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.</para>
<para>Hopefully, your email campaign will generate interest in
your organization and your programs. Be mindful of potentially
spamming your intended audience&mdash;this could
have a negative impact.</para>
</section>
<section id="misc_tools">
<title>Miscellaneous Communications Tools</title>
<para>There are numerous other communication tools you can use in
a public relations effort. Here are just a few
suggestions:</para>
<itemizedlist>
<listitem>
<para>A speech at a Linux trade show.</para>
</listitem>
<listitem>
<para>A presentation at a local training institution or
career development conference.</para>
</listitem>
<listitem>
<para>A brochure or flyer describing the work your company
does.</para>
</listitem>
<listitem>
<para>A white paper describing the benefits of your
company's work, posted on your website.</para>
</listitem>
<listitem>
<para>A newsletter or email newsletter describing your
organization's activities and
achievements, aimed at current and prospective users.</para>
</listitem>
<listitem>
<para>An advertisement placed in targeted magazines.</para>
</listitem>
<listitem>
<para>Special events such as open houses and
<quote>media information</quote> days.</para>
</listitem>
<listitem>
<para>Regular tours of your facility.</para>
</listitem>
</itemizedlist>
<para>The possibilities are limited only by your time, resources,
and budget.</para>
</section>
<section id="emphasize_core_msgs">
<title>Don't Forget Emphasizing Core Messages</title>
<para>In all your public relations initiatives,
don't lose sight of your core messages
(described in <xref linkend="planning"></xref>). These messages are the
<quote>essence</quote> 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.</para>
<para>In the next chapter, we will look at how to use a trade
show as a valuable tool for promoting your organization.</para>
</section>
</chapter>
<chapter id="trade_show">
<title>Working the Trade Show</title>
<para>Speaking engagements at appropriate industry functions will
garner increased visibility and media coverage. One of the
easiest ways to gain credibility is to participate as actively as
possible in trade shows, industry gatherings, and seminars. You
must choose these events carefully, distinguishing between those
that are worthwhile and those too small to matter. Keep in mind,
the larger the gathering, the more competitive the speaking
application process.</para>
<section id="speaking_opps">
<title>Arranging Speaking Opportunities</title>
<para>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.</para>
<para>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.</para>
<para>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.</para>
<para>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.</para>
</section>
<section id="getting_attention">
<title>Getting Media Attention at Trade Shows</title>
<para>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.</para>
<para>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.</para>
<para>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.</para>
<para>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.</para>
<para>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.</para>
<para>The special reports present ripe opportunities for media
coverage. Pitch story ideas that may become part of the special
report to your media contacts.</para>
<para>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&mdash;anything that will snag the
media's attention. Include the line
<quote>For more information or to arrange an
interview, contact:</quote> as part of your contact
information at the end.</para>
<para>In devising your strategy to get media coverage at the
show, always position your organization as
<quote>part of the solution,</quote> not as a
mere attendee.</para>
</section>
<section id="planning_trade_show">
<title>Planning for a Trade Show</title>
<para>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.</para>
<para>Here are some tips for getting maximum benefit from your
trade show appearances.</para>
<section id="pre_show">
<title>Before the Show</title>
<para>A major trade show requires considerable advance
preparation and, if you aren't ready, can
present a logistical nightmare. You must develop a solid plan and
monitor your progress vigilantly.</para>
<orderedlist>
<listitem>
<para><emphasis>Evaluate and select trade shows carefully.</emphasis></para>
<para>Participating in a show can require a major investment of
time, money, and resources. Be tough in your evaluation of a
show's worthiness. Are the attendees likely
customers for your organization? Exposure to a few hundred very
qualified targets is better than exposure to thousands of
generalists who are very unlikely to be interested in your
business.</para>
</listitem>
<listitem>
<para><emphasis>Read the show manual.</emphasis></para>
<para>Before you do anything, contact the organizers of the show
to find the show's manual. Everything you need
to know about the show should be there, including a proposed or
final schedule, registration information and forms, floor plans,
exhibit specifications, invitations for potential speakers, and
other important details.</para>
</listitem>
<listitem>
<para><emphasis>Identify your goals.</emphasis></para>
<para>Be specific about the things you want to accomplish as a
result of your participation in the show. Do you want to increase
visibility, gain exposure to a large number of customers who
might be interested in your products, or check out the
competition? Concrete goals are important to determine the value
of the trade show to your organization.</para>
</listitem>
<listitem>
<para><emphasis>Define measurements of success.</emphasis></para>
<para>For each goal, determine a way to measure its success. Make
these measurements as specific as possible. You could plan to
hand out 1000 brochures, obtain contact information for at least
200 prospects, and take a key editor out to lunch. These
benchmarks will help you decide whether the show was worth the
expense.</para>
</listitem>
<listitem>
<para><emphasis>Put your show plan in writing.</emphasis></para>
<para>The plan should include a workable schedule, a
comprehensive list of preparation activities, and an individual
assigned for each task. You cannot leave things to chance, or
else Murphy's Law (Whatever can go wrong, will go wrong.) will surely
prevail!</para>
</listitem>
<listitem>
<para><emphasis>Develop a key message for your booth exhibit.</emphasis></para>
<para>Like good advertising, a good exhibit clearly communicates
one major message. This draws in more prospects to your booth
than an unfocused cacophony of messages.</para>
</listitem>
<listitem>
<para><emphasis>Design an open, inviting booth.</emphasis></para>
<para>An open booth design, with no tables obstructing access,
invites attendees to come in. Your logo should be big enough to
be seen from a good distance. Maximize <quote>walking
around</quote> space by mounting brochure displays on walls.
Use interesting graphics to draw people's
attention. For demos, laptops and flat-screen monitors are
space-efficient. If space permits, provide comfortable chairs to
encourage prospects to linger. A portable booth should be
reasonably easy to set up and take down.</para>
</listitem>
<listitem>
<para><emphasis>Advertise your show participation.</emphasis></para>
<para>Use tag lines such as: <quote>see us at Booth
1525 at the Linux World Conference</quote> in news releases
and other communications leading up to the show (even if those
releases are about something unrelated). Write a news release
announcing show-related news. Invite editors to stop by the
booth, or set up appointments between them and your
spokespeople.</para>
</listitem>
<listitem>
<para><emphasis>Order all necessary supplies, including brochures and
giveaways.</emphasis></para>
<para>If your marketing collateral needs to be updated or
redesigned, take care of this early. You don't
want to run the risk of having no brochures to hand out. Design forms for
filling out prospect information&mdash;clear forms eliminate
guesswork. Consider giveaways to generate attention and a sense of
fun. These don't have to be expensive. Pens
with your web address and a catchy slogan can be very
effective.</para>
</listitem>
<listitem>
<para><emphasis>Design PowerPoint presentations and demos for the
booth.</emphasis></para>
<para>These will draw attendees to your booth and help them learn
more about your business. Presentations will allow you to
communicate information to many prospects at once.</para>
</listitem>
<listitem>
<para><emphasis>Create a unique identity for your booth staff.</emphasis></para>
<para>Decide on the dress code for your staff. Matching blazers,
T-shirts, or even boutonnieres will make your representatives
easily identifiable.</para>
</listitem>
<listitem>
<para><emphasis>Train your exhibit staff before each show.</emphasis></para>
<para>This is very important! Your staff needs to know what is
expected of them. They need to be briefed on all new programs and
initiatives that should be emphasized. They must know how to run
the demos and presentations, and they should know some basic
trouble shooting. Nothing looks more unprofessional then demos
that don't work.</para>
</listitem>
</orderedlist>
</section>
<section id="during_show">
<title>During the Show</title>
<orderedlist>
<listitem>
<para><emphasis>Set up a rotating booth schedule for your staff.</emphasis></para>
<para>Your staff needs breaks for lunch and relaxing. They will
be more cheerful if they don't have stay at the booth all day long.</para>
</listitem>
<listitem>
<para><emphasis>Remind staff to record all prospect information.</emphasis></para>
<para>Encourage your staff to record everything they can learn
about a prospect's needs and experience with
Linux. Stress the importance of getting phone numbers and email
addresses. (Creating an information form as suggested above will
make this easier.)</para>
</listitem>
<listitem>
<para><emphasis>Encourage staff to greet people warmly and smile!</emphasis></para>
<para>Amazingly, this is often forgotten. An inviting attitude
can give a valuable first impression. The staff should avoid
having their backs to the entrance, or taking phone calls while
on duty. A friendly greeting to passersby may encourage them to
stop rather than simply walk by. Staff who are uniformly
courteous and helpful, knowledgeable about all aspects of the
industry, and responsive to requests will make a very good
impression.</para>
</listitem>
</orderedlist>
</section>
<section id="post_show">
<title>After the Show</title>
<orderedlist>
<listitem>
<para><emphasis>Send requested literature immediately.</emphasis></para>
<para>Send requested material within 24 hours. A quick response
is your second opportunity to make a favorable impression. (Your
performance in the booth is the first.)</para>
</listitem>
<listitem>
<para><emphasis>Include a teaser on the envelope or in the email
subject line.</emphasis></para>
<para>Be sure to mention your organization's
name and the name of the conference on the outside of the
envelope or in the email subject line, so they know your letter
is not junk mail.</para>
</listitem>
<listitem>
<para><emphasis>Help your prospects take the next step.</emphasis></para>
<para>Make sure your literature packages make responding easy for
prospects by including your web address and information on the
opportunities available to them.</para>
</listitem>
<listitem>
<para><emphasis>Keep track of your prospects.</emphasis></para>
<para>Nothing signals the success of your trade-show effort
better than having prospects purchase your products or having the
media spotlight your efforts. Keep a record of the customers who
found out about your products through the trade show. Use these
results to demonstrate the show's return on investment.</para>
</listitem>
<listitem>
<para><emphasis>Analyze <quote>lessons learned.</quote></emphasis></para>
<para>After each show, evaluate what went well and what
didn't. Critique each aspect of the show and
ask others for comments. Pay special attention to feedback
regarding communication to prospective customers. The
<quote>lessons learned</quote> will help improve
your efforts in future shows.</para>
</listitem>
</orderedlist>
<para>Next, we will review the major topics we have covered in
this guide to public relations. This final chapter will serve as
a quick reference guide to the major elements of public
relations. Use this guide to develop a successful public
relations campaign.</para>
</section>
</section>
</chapter>
<chapter id="quick_maximizing_tips">
<title>Quick Tips for Maximizing Coverage</title>
<para>To conclude this public relations guide, we give you quick
tips for maximizing your opportunities for media overage. This
chapter provides a quick reference guide to many of the major
points we've covered. If you've appreciated the importance of the
previous chapters, these pointers will be a valuable
summary.</para>
<section id="howto_maximize">
<title>How to Maximize Media Coverage</title>
<orderedlist>
<listitem>
<para><emphasis>Have a strategy.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Have a good story.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Know your audience.</emphasis></para>
<para>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.)</para>
</listitem>
<listitem>
<para><emphasis>Invest in relationships.</emphasis></para>
<para>The more you know about the media organization and your
target editor, the better and more confidently you can pitch to
them. Building relationships <emphasis>now</emphasis>
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.</para>
</listitem>
<listitem>
<para><emphasis>Think before you speak.</emphasis></para>
<para>A word of caution: <emphasis>everything</emphasis>
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.</para>
</listitem>
<listitem>
<para><emphasis>Monitor your media coverage.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Look for a unique angle.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Know your story inside and out.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Be persistent.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Follow up.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Be creative.</emphasis></para>
<para>Infusing your media relations plans with innovative
thinking produces stronger, more effective results, so avoid
recycling the same old news releases and fact sheets.</para>
</listitem>
<listitem>
<para><emphasis>Find information.</emphasis></para>
<para>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.</para>
</listitem>
<listitem>
<para><emphasis>Study and adopt good writing skills.</emphasis></para>
<para>Use a journalistic approach. Look carefully at how
reputable publications like <emphasis>The New York Times</emphasis>
or <emphasis>The Wall Street Journal</emphasis>
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.</para>
</listitem>
<listitem>
<para><emphasis>Eliminate jargon and techno-speak.</emphasis></para>
<para>Buzzwords are like bees&mdash;they can be
highly irritating. Write with clear language, and avoid
clichés, which are another sign of weak writing.</para>
</listitem>
<listitem>
<para><emphasis>Expect results.</emphasis></para>
<para>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.</para>
</listitem>
</orderedlist>
<para>Finally, the success of your media relations efforts means
success for <emphasis>you</emphasis>
in the dynamic, engaging, challenging, and creative business of
public relations.</para>
</section>
</chapter>
<appendix id="app_1">
<title>Monitoring Media Coverage</title>
<para>Monitoring the media coverage of your organization is a
vital part of tracking your success, but can be extremely time
consuming. A more efficient and reliable tracking method is to
use a media monitor service or a clipping service. The website
<citetitle>
<ulink url="http://dmoz.org/News/Services/Media_Monitoring/">
http://dmoz.org/News/Services/Media_Monitoring/</ulink>
</citetitle>
provides a long list of media monitoring services, some of which
are provided here.</para>
<section id="monitor_clipping_services">
<title>Media Monitor Services and Clipping Services</title>
<para>
<emphasis role="bold">AirCheck News Taping</emphasis>
(
<citetitle>
<ulink url="http://www.airchecknews.com/">
www.airchecknews.com</ulink>
</citetitle>
) is a full-service broadcast monitor providing national and
local news segments and reports.</para>
<para>
<emphasis role="bold">Advance Media Information</emphasis>
(
<citetitle>
<ulink url="http://www.amiplan.com/">www.amiplan.com</ulink>
</citetitle>
) is database of events for the next 18 months, continually
updated by a team of journalists and broadly divided into news
and entertainment. Each item is integrated with a press
directory, listing essential information, including telephone
numbers and email addresses.</para>
<para>
<emphasis role="bold">Bacon's</emphasis>
(
<citetitle>
<ulink url="http://www.bacons.com/">www.bacons.com</ulink>
</citetitle>
) is a public relations supplier of media directories, media
software, press clippings, Internet clipping, media lists and
news release distribution.</para>
<para>
<emphasis role="bold">Medialink Worldwide</emphasis>
(
<citetitle>
<ulink url="http://www.medialink.com/">
www.medialink.com</ulink>
</citetitle>
) is a television and radio news monitoring and clipping
service.</para>
<para>
<emphasis role="bold">Burrelle's/Luce Information
Services</emphasis>
(
<citetitle>
<ulink url="http://burrellesluce.com/">http://burrellesluce.com</ulink>
</citetitle>
) is a premier monitoring service for quick and comprehensive
print, broadcast, and Internet information.</para>
<para>
<emphasis role="bold">ClipGenius</emphasis>
(
<citetitle>
<ulink url="http://www.clipgenius.com/">
www.clipgenius.com</ulink>
</citetitle>
) is a clipping service specializing in public relations news and
newspaper clips as well as web and press clipping.</para>
<para>
<emphasis role="bold">ConfirMedia</emphasis>
(
<citetitle>
<ulink url="http://www.confirmedia.com/">
www.confirmedia.com</ulink>
</citetitle>
) monitors content broadcast on radio and television.</para>
<para>
<emphasis role="bold">CustomScoop</emphasis>
(
<citetitle>
<ulink url="http://www.customscoop.com/">
www.customscoop.com</ulink>
</citetitle>
) is an online agency delivering a daily customized clipping
service that draws from online editions of major wires and daily
papers, TV and radio stations, smaller daily and weekly
newspapers, magazines, trade journals, and new media
publications. Free trial available.</para>
<para>
<emphasis role="bold">Cutters</emphasis>
(
<citetitle>
<ulink url="http://www.cutters.com/">
www.cutters.com</ulink>
</citetitle>
) is a Singapore-based press clipping service with particular
emphasis on business and information technology news. Also
provides tracking on electronic media.</para>
<para>
<emphasis role="bold">CyberAlert</emphasis>
(
<citetitle>
<ulink url="http://www.cyberalert.com/">
www.cyberalert.com</ulink>
</citetitle>
) offers fully-automated Internet monitoring and clipping of
content in web publications, sites, message boards, and news
groups.</para>
<para>
<emphasis role="bold">E-mmediate Clipping Service</emphasis>
(
<citetitle>
<ulink url="http://www.e-mmediateclippings.com/">
www.e-mmediateclippings.com</ulink>
</citetitle>
) offers web delivery of articles from Montana newspapers.</para>
<para>
<emphasis role="bold">JA Media Services</emphasis>
(
<citetitle>
<ulink url="http://www.jamedia.com/">www.jamedia.com</ulink>
</citetitle>
) offers broadcast television and radio monitoring, and news
clipping and transcription services</para>
<para>
<emphasis role="bold">Media Source</emphasis>
(
<citetitle>
<ulink url="http://www.memphismediasource.com/">
www.memphismediasource.com</ulink>
</citetitle>
) is a full-service TV news monitoring and digital video
production company, offering local broadcast monitoring for 120
U.S. cities and all major national networks.</para>
<para>
<emphasis role="bold">Mediatrack</emphasis>
(
<citetitle>
<ulink url="http://www.mediatrack.co.uk/">
www.mediatrack.co.uk/</ulink>
</citetitle>
) provides international media evaluation, analysis, and
measurement, campaign evaluation, competitor analysis, and media
research nationally or globally.</para>
<para>
<emphasis role="bold">Metro Monitor</emphasis>
(
<citetitle>
<ulink url="http://www.metromonitor.com/">
www.metromonitor.com</ulink>
</citetitle>
) is a professional broadcast news monitoring and news clipping
service monitoring over 300 U.S. stations.</para>
<para>
<emphasis role="bold">Multivision, Inc.</emphasis>
(
<citetitle>
<ulink url="http://www.multivisioninc.com/">
www.multivisioninc.com</ulink>
</citetitle>
) is a media monitor specializing in hard-to-find coverage and
markets along with digital delivery of broadcast clips.</para>
<para>
<emphasis role="bold">News Index Delivered</emphasis>
(
<citetitle>
<ulink url="http://www.newsindex.com/delivered.html">
www.newsindex.com/delivered.html</ulink>
</citetitle>
) monitors hundreds of daily news sources, and provides keyword
search-based email clippings daily.</para>
<para>
<emphasis role="bold">News Power Online</emphasis>
(
<citetitle>
<ulink url="http://www.enewspower.com/">
www.enewspower.com</ulink>
</citetitle>
) provides comprehensive solutions to your information
needs.</para>
<para>
<emphasis role="bold">NewsNow Digital Intelligence</emphasis>
(
<citetitle>
<ulink url="http://www.newsnow.co.uk/di">
www.newsnow.co.uk/di</ulink>
</citetitle>
) tracks news about your company, searching over 3500 sites every
few minutes for relevant stories.</para>
<para>
<emphasis role="bold">New Media Intelligence</emphasis>
(
<citetitle>
<ulink url="http://www.newmediaintelligence.com/">
www.parallel54.com</ulink>
</citetitle>
) (previously known as Parallel54) provides research services including monitoring of newsgroups, media sites and other publicly accessible online content.</para>
<para>
<emphasis role="bold">PLCom News Services</emphasis>
(
<citetitle>
<ulink url="http://www.plcom.net/news/index.php3">
www.plcom.net/news/index.php3</ulink>
</citetitle>
) offers customized media monitoring and analysis, automated news
feeds, and newspaper and TV news abstracts delivered on the web
with encryption security.</para>
<para>
<emphasis role="bold">Postech</emphasis>
(
<citetitle>
<ulink url="http://www.postech.com/">www.postech.com</ulink>
</citetitle>
) is a design engineering and manufacturing firm specializing in
broadcasting, data acquisition, and telecommunications
industries.</para>
<para>
<emphasis role="bold">Quickscan</emphasis>
(
<citetitle>
<ulink url="http://www.quickscan.net/">
www.quickscan.net</ulink>
</citetitle>
) is a software company that provides database software and
technical support to professional news monitoring
companies.</para>
<para>
<emphasis role="bold">SDS Media</emphasis>
(
<citetitle>
<ulink url="http://www.sds-web.co.uk/">
www.sds-web.co.uk</ulink>
</citetitle>
) scans all U.K. newspapers and trade magazines to daily extract
and deliver relevant articles to hundreds of clients.</para>
<para>
<emphasis role="bold">Smart Brief</emphasis>
(
<citetitle>
<ulink url="http://www.smartbrief.com/">www.smartbrief.com</ulink>
</citetitle>
) provides free, email based news summaries and other content
for industry associations, professional organizations, advocacy
groups, and their constituents.</para>
<para>
<emphasis role="bold">Video Monitoring Services</emphasis>
(
<citetitle>
<ulink url="http://www.vidmon.com/">www.vidmon.com</ulink>
</citetitle>
) is a broadcast information retrieval service</para>
<para>
<emphasis role="bold">Videowatch</emphasis>
(
<citetitle>
<ulink url="http://www.videowatch.org/">
www.videowatch.org</ulink>
</citetitle>
) monitors news and news magazine broadcasts, maintains a 60-day
archive, and sends broadcasts to you on videotape.</para>
</section>
</appendix>
</book>
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