Guide to Managing Media and Public Relations in the Linux Community

Sheldon Rose

2004-01-08

Revision History
Revision 1.1	2005-04-21	Revised by: TM
Update to correct links, update copyright notice
Revision 1.0	2003-12-02	Revised by: SR
Initial Release, reviewed by TM at LDP.

This guide provides useful information on how to generate positive public relations and news media coverage for Linux.

Table of Contents

1. Introduction

1.1. Who Should Be Reading This Guide?
1.2. What is Public Relations?
1.3. How Public Relations Differs from Advertising
1.4. What Public Relations Can Do
1.5. The Benefits of a Public and Media Relations Program

2. Public and Media Relations Planning

2.1. What Do You Want to Accomplish?
2.2. Who Needs to Know About Your Organization?
2.3. What Do You Want to Say?
2.4. What Kind of Information is Newsworthy?

3. Contacting the News Media

3.1. Creating a Media Contact Database
3.2. Maintaining Your Database
3.3. Contacting the Editors
3.4. Making the Pitch
3.5. Pitching for Different Media

4. Working with the Media

4.1. Duties of an Editor
4.2. Targeting Other Medias
4.3. "Selling" Your Story to the Media
4.4. Do's and Don'ts When Dealing with the News Media
4.5. Monitoring Media Coverage

5. News Releases—the Major Communications Tool

5.1. Writing News Releases
5.2. What Makes a News Release Good (or Bad)
5.3. Top Ten Tips for Writing Releases
5.4. Distributing the News Release

6. Other Public Relations Tools

6.1. Feature Articles
6.2. Bylined Articles
6.3. Email Writing
6.4. Miscellaneous Communications Tools
6.5. Don't Forget Emphasizing Core Messages

7. Working the Trade Show

7.1. Arranging Speaking Opportunities
7.2. Getting Media Attention at Trade Shows
7.3. Planning for a Trade Show

8. Quick Tips for Maximizing Coverage

8.1. How to Maximize Media Coverage

A. Monitoring Media Coverage

A.1. Media Monitor Services and Clipping Services

List of Tables
3-1. News Media Organizations

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		Introduction