When the media says you are at war
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Issue/Topic
Session Number 4-G
Convener: Kaylia Hamlin
Notes-taker: Erica
"Tags" for the session - Commuity Leadership Topics discussed:
- media
- community
- public relations
- communication
Discussion notes, key understandings, outstanding questions, observations
Session convened to discuss what to do when the media says your community is ‘at war’? We expanded the topic to discuss effective strategies for communicating with the press.
Attendee Ryan Singer spoke of his experience as the US press contact for OpenOffice.org:
o Managing the media is not an event – it is a process
o Develop a relationship with journalists. This takes time, but is important. You want to get to the point where they call you when they first start planning the story so that you can help shape it. If they contact you once a story has written, it is too late – you won’t be able to change the tone of the story.
In this particular case, Kaliya’s organization works outside of the corporate structure. It is not a trade association, lobbying group, etc. She needs to find a way to communicate the group’s purpose. Suggestions:
o First, spend time shaping the key message that you want to communicate.
o Write a manifesto and get all participants (or at least the larger companies) to sign it. Release it to the press.
o Publish press releases that convey the message / image.
o Write an FAQ. It should be short and to the point. For Kaliya:
§ What are we? The IAW is an industry forum where players of all sizes gather to collaborate on identity on the Internet
§ Why is it important? Identity is a foundation of the Internet and we believe that it is crucial that it is not controlled by one player.
§ What do we mean by ‘identity’?
Action Items
o Publish press releases before and after events discussing what topics will be tackled and then follow up with a progress summary.
Get in touch with the PR firms that represent the major participants in the community. Work with them to develop a story that all will promote prior to the event.
Invite bloggers, press to events (she does).
Get 1 or 2 influential people in the media on your side. Ryan Paul from Ars Tecnica might be a good candidate.
