Now, I really have to concentrate on finishing the remaining bits of mp2, unless we want this to drag for another few months. It's been a few days already that I manage to write not a single line of code, and just answering emails all day long. So if someone could volunteer to lead the effort of satisfying the listed below requirements and prepare the press release, that would be really helpful.
Thank you.
------------------
From: [EMAIL PROTECTED]
To: [EMAIL PROTECTED]
Cc: [EMAIL PROTECTED]
Subject: How to work with the PRC to issue Press Releases
Date: Mon, 27 Sep 2004 09:13:37 -0700 (PDT)How to work with the PRC to issue a press release. We are here to help the PMCs, but in order for us to help you effectively, we would like you to follow these general guidelines.
Audience: Any PMC who wants to issue a press release or generate media coverage of a newsworthy event.
Overall Steps / Timeline:
1. In order to maximize the impact and effectiveness of press announcements (also called "return on investment") the PRC normally requires a MINIMUM of 2 weeks notice prior to each announcement. This time is used to carry out all of the groundwork required to achieve as large an impact as possible from a release. This means that from the date you begin working with us, the PRC, to the date that you want your release to hit the wire, we need a 2 week window. If the release addresses urgent information (e.g a security problem and related patch or release) then the PRC can arrange such releases on a much quicker schedule. Also, if your PMC decides to independently complete any of the steps on its own (such as Step 5, the most time consuming step), then our PRC turnaround time will be correlatively shorter.
2. For a successful release, try to think of your announcement in terms of telling a story (also called "a pitch"). Like any truly compelling story, it should have certain key elements to grab and keep your audience's attention. To help you order your thoughts and allow the PRC to help in this process, the Press Release Questionnaire has been created. This should be filled out and emailed to [EMAIL PROTECTED] <mailto:[EMAIL PROTECTED]> . You can solicit the PRC's assistance in devising the overall "pitch" or story for your release. Just let us know how much help you will need and we can brainstorm story ideas with you.
3. The PRC can work with you to create a press release, to whatever extent necessary. For example, the PRC is happy to help you write the first draft, structure your ideas, or just edit your drafts. The PRC can also contact people and garner quotes suitable for inclusion if this is required. Draft versions of releases can be submitted with the Press Release Questionnaire.
4. The PRC will promote your release to the media by initiating dialogue with contacts in the media, whether supplied by your group, known to the PRC, or both. The intent is to allow the contacts to prepare stories (also called "seeding stories"), talk to the release contacts (typically ASF representatives) and carry out any background research so that when the release hits the wire it will prompt a number of fast, knowledgeable responses and/or stories. This is the longest stage of the entire process and can be omitted if the release is urgent. However, this is the most valuable stage of the process, as it allows us to generate interest in your story prior to the issue of a release. The more time we can spend on generating pre-release interest, the more media impact and coverage your story will have on the actual date of the release. Also, this step plays an important role in building better relationships with media and analyst contacts, a step that is critical in strengthening the ASF brand.
5. The PRC has access to a range of news bureaus (also called "wire services") and will choose the most appropriate venues for your release. If your group has specific requests or resources available then details should be provided to the PRC so these can be used. Additionally the announcement will be sent to all relevant announcement mailing lists known to the PRC and your PR will be linked to from the PRC or ASF home page. If there is extraordinary (national, international, or otherwise significant) news coverage of your PR event, the PRC would also like to link to those news articles from our (home) page.
Press Release Questionnaire:
1. What do you need from the PRC? Be specific. Do you need help coming up with ideas for a story? Do you need help drafting the release? Help with generating pre-release interest from the media? Help putting the release on the wire?
2. What are you trying to accomplish with this release? Announce a new product? Make a position statement? Why will the public care about what you have to say? Think about this carefully - because this will impact what content we present and how we present it. Answer the following for us (as clearly and without jargon as possible).
a. My release is important because:
i. X
ii. Y
iii. Zb. Reasons why people will care about this release:
i. A
ii. B
iii. C3. Who is the audience? Who are you trying to communicate with? After all, a press release is a codified method of communicating with a large audience. Are you targeting business media? Business decision makers? End Users? Tech Developers? Answering this question as thoroughly as you can is important because it will help us tailor the appropriate message for your target audience. What are your metrics for judging the success of this release? (I.e. If 3 major tech websites pick this up, it will be successful. If 2 major business papers pick this up it will be successful. If our web page hits go up by 50%, etc.)
4. What timeframe are you looking at? Is there an absolutely rigid date? (I.e. Coinciding with a conference, or a release date) If so, please let us know. If your timeframe is more flexible, inform us of that as well. In fact, if you have a release idea that is very 'general' and not tied to any fixed event (i.e. A general position statement on the state of your industry/category), we're still happy to work with you.
5. Are there quotes you would like to have represented in the release? We can help you contact the people you would want to have quoted, and work on drafting these quotes.
6. Has your PMC talked with press in the past that were interested in your project? Give us a list of these names, if available, and we will contact them for you.
7. Finally, who do you want to be the primary contacts for this release? There may be media who want to ask follow up questions. Please provide us with name, title, short bio, email, and phone number.
-- Susan Wu PRC Committee [EMAIL PROTECTED]
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