Now that you know what you want to do, the second step is
to determine who you need to talk to.
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.
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:
News media.
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.
IT professionals.
Includes practicing IT professionals, students, and prospects
such as people considering a career change.
Influencers.
Other LPI affiliates.
Business partners and
suppliers.
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.
