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Wikimedia press release
Wikimedia and overall objectives and plans.Has implications for Wikipedia Governance, board, and other options for more democratic governance. Detailed discussion of its handling belongs in the board manual.
Press releases must effectively "write the article for the journalist", giving them big chunks of text neutral enough to just cite without a problem with their editor. Editors must be able to read the press release and understand very quickly what audience will care, and how that journalist can shape it for a timely appeal. Mention of what is new, not what is, becomes important as you start to get to the third or fourth release.
- Wikimedia's first press release focuses on the casual user who is just learning about Wikipedia, and who Wikimedia would like to trust it as the portal or starting point by which they learn about topics they know nothing about.
- Wikimedia's second press release is more focused on contributors and the need to recruit a more representative group, and board, to keep the project healthy — however it doesn't focus on this need of Wikimedia, but rather, on the ways contributors can help by simply using Wiki media for their own purposes.
- Wikimedia's third press release would aim squarely at and call for contributors to improve the Wikimedia software, MediaWiki. It can also mention , , and other projects using the software, to make it clear that contributions to the software are not solely of benefit to Wikimedia projects.
On tone: journalists often accept every blessed word you write, but once they start not to trust you they never trust you again. Double check all claims.
Journalists are very aware of attempts to load words. Using such terms as "community" or "community standards" without quotes around them often are seen as attempts by a clique to define and thus railroad group priorities — think about it — how often do you see corporations trying to use these words? Be very careful about distinctions like "volunteer" (a good thing) vs. "activist" or "aficionado" (more likely to arouse suspicion about intent), etc..
Make sure to hit yourself in the stomach with at least one thing you don't want to admit or accept, but which is "out there" as general impression or known problem. Never let anyone else point out your problems before you do.
See also: PR department, ,
