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List:       cassandra-dev
Subject:    Re: Media coordination (was: [VOTE] Release Apache Cassandra 4.0-beta1)
From:       Melissa Logan <loganloganlogan () gmail ! com>
Date:       2020-07-22 17:30:33
Message-ID: CAAVvJT_JQyGtfgdp-+STa_rhMWBQ3TEhLNRE8jUe5RTdOo7Xcg () mail ! gmail ! com
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Following up on marketing contributions in process:

1. Stories have begun to post on 4.0 beta (Datanami
<https://www.datanami.com/2020/07/21/cassandra-gets-monitoring-performance-upgrades/>,
 SDTimes <https://sdtimes.com/data/apache-cassandra-4-0-beta-now-available/>,
CBR
<https://www.cbronline.com/enterprise-it/software/apache-cassandra-4-0-beta/>),
and we're expecting a few more from folks like The Reg, Computing (specific
to 4.0 beta), and others. We were able to secure two quotes from PMC
members, and two vendors raised their hands to speak (Instaclustr,
DataStax). We'd love to expand the bench, so please let me know if you're
available/interested for this or future efforts. The more diversity of
voices, the better.

2. With regard to community blogs, three are in process and one is in
review (with us) to see if/where to place. If you'd like to sign up, please
do so here
<https://docs.google.com/spreadsheets/d/1bMRNB0KJRN9WsMcfoX8BFwuFDX56QRBKpbQ0N8Zvy5k/edit#gid=0>
 and
let me know if you have questions.

3. Scott Hirleman suggested on another thread
<https://lists.apache.org/thread.html/rd5a559283820c05d84ded7a7e285341f4414a16d51c947c31c6f77a2%40%3Cdev.cassandra.apache.org%3E>
 that it could be useful to create docs for marketing contributions so the
process is clear. We're happy to draft something for discussion
alongside anyone else who'd like to participate. Related: The dev list may
not be the best place to share marketing efforts on an ongoing basis, but
we want to err on the side of over-communicating for now.

Feedback welcomed and encouraged.

--Melissa

On Tue, Jul 21, 2020 at 7:20 AM Jasonstack Zhao Yang <
jasonstack.zhao@gmail.com> wrote:

> sorry, my phone got unlocked accidentally in my pocket. please ignore the
> empty email.
> 
> On Tue, 21 Jul 2020 at 18:40, Jasonstack Zhao Yang <
> jasonstack.zhao@gmail.com> wrote:
> 
> > 
> > Blake Eggleston <beggleston@apple.com.invalid> 于 2020年7月21日周二 \
> > 01:57写道： 
> > > Characterizing alternate or conflicting points of view as assuming bad
> > > intentions without justification is both unproductive and unhealthy for
> the
> > > project.
> > > 
> > > > On Jul 20, 2020, at 9:14 AM, Joshua McKenzie <jmckenzie@apache.org>
> > > wrote:
> > > > 
> > > > This kind of back and forth isn't productive for the project so I'm
> not
> > > > taking this discussion further. Just want to call it out here so you
> or
> > > > others aren't left waiting for a reply.
> > > > 
> > > > We can agree to disagree.
> > > > 
> > > > On Mon, Jul 20, 2020 at 11:59 AM Benedict Elliott Smith <
> > > benedict@apache.org>
> > > > wrote:
> > > > 
> > > > > Firstly, that is a very strong claim that in this particular case is
> > > > > disputed by the facts.  You made a very specific claim that the delay
> > > was
> > > > > "risking our currently lined up coordination with journalists and
> other
> > > > > channels". I am not the only person to interpret this as implying
> > > > > coordination with journalists, contingent on a release schedule not
> > > agreed
> > > > > by the PMC.  This was based on semantics only; as far as I can tell,
> no
> > > > > intentions or assumptions have entered into this debate, except on
> your
> > > > > part.
> > > > > 
> > > > > > Which is the definition of not assuming positive intent.
> > > > > 
> > > > > Secondly, this is not the definition of positive intent.  Positive
> > > intent
> > > > > only indicates that you "mean well"
> > > > > 
> > > > > Thirdly, in many recent disputes about governance, you have made a
> > > > > negative claim about my behaviour, or ascribed negative connotations
> to
> > > > > statements I have made; this is a very thinly veiled example, as I am
> > > > > clearly the object of this criticism.  I think it has reached a point
> > > where
> > > > > I can perhaps legitimately claim that you are not assuming positive
> > > intent?
> > > > > 
> > > > > > motives, incentives ... little to do with reality
> > > > > 
> > > > > It feels like we should return to this earlier discussion, since you
> > > > > appear to feel it is incomplete?  At the very least you seem to have
> > > taken
> > > > > the wrong message from my statements, and it is perhaps negatively
> > > > > colouring our present interactions.
> > > > > 
> > > > > 
> > > > > On 20/07/2020, 15:59, "Joshua McKenzie" <jmckenzie@apache.org>
> wrote:
> > > > > 
> > > > > > 
> > > > > > If you are criticised, it is often because of the action you took;
> > > > > 
> > > > > Actually, in this case and many others it's because of people's
> > > > > unfounded
> > > > > assumptions about motives, incentives, and actions taken and has
> > > > > little to
> > > > > do with reality. Which is the definition of not assuming positive
> > > > > intent.
> > > > > 
> > > > > On Mon, Jul 20, 2020 at 10:41 AM Benedict Elliott Smith <
> > > > > benedict@apache.org>
> > > > > wrote:
> > > > > 
> > > > > > Thanks Sally, really appreciate your insight.
> > > > > > 
> > > > > > To respond to the community discourse around this:
> > > > > > 
> > > > > > > Keep your announcement plans ... private: limit discussions to the
> > > > > PMC
> > > > > > 
> > > > > > This is all that I was asking and expecting: if somebody is making
> > > > > > commitments on behalf of the community (such as that a release can
> be
> > > > > > expected on day X), this should be coordinated with the PMC.  While
> > > > > it
> > > > > > seems to transpire that no such commitments were made, had they been
> > > > > made
> > > > > > without the knowledge of the PMC this would in my view be
> > > > > problematic.
> > > > > > This is not at all like development work, as has been alleged, since
> > > > > that
> > > > > > only takes effect after public agreement by the community.
> > > > > > 
> > > > > > IMO, in general, public engagements should be run past the PMC as a
> > > > > final
> > > > > > pre-flight check regardless of any commitment being made, as the PMC
> > > > > should
> > > > > > have visibility into these activities and have the opportunity to
> > > > > influence
> > > > > > them.
> > > > > > 
> > > > > > > There has been nothing about this internally at DS
> > > > > > 
> > > > > > I would ask that you refrain from making such claims, unless you can
> > > > > be
> > > > > > certain that you would have been privy to all such internal
> > > > > discussions.
> > > > > > 
> > > > > > > there's really no reason not to assume best intentions here
> > > > > > 
> > > > > > This is a recurring taking point, that I wish we would retire except
> > > > > where
> > > > > > a clear assumption of bad faith has been made.  If you are
> > > > > criticised, it
> > > > > > is often because of the action you took; any intention you had may
> be
> > > > > > irrelevant to the criticism.  In this case, when you act on behalf
> > > > > of the
> > > > > > community, your intentions are insufficient: you must have the
> > > > > community's
> > > > > > authority to act.
> > > > > > 
> > > > > > 
> > > > > > On 20/07/2020, 14:00, "Sally Khudairi" <sk@apache.org> wrote:
> > > > > > 
> > > > > > Hello everyone --Mick pinged me about this; I wanted to respond
> > > > > > on-list for efficacy.
> > > > > > 
> > > > > > We've had dozens of companies successfully help Apache Projects
> > > > > and
> > > > > > their communities help spread the word on their projects with their
> > > > > PR and
> > > > > > marketing teams. Here are some best practices:
> > > > > > 
> > > > > > 1) Timing. Ensure that the Project has announced the project
> > > > > milestone
> > > > > > first to their lists as well as announce@ before any media coverage
> > > > > takes
> > > > > > place. If you're planning to time the announcements to take place in
> > > > > > tandem, be careful with embargoes, as not everyone is able to honor
> > > > > them.
> > > > > > We've been burned in the past with this.
> > > > > > 
> > > > > > 2) Messaging. Keep your announcement plans and draft press
> > > > > releases,
> > > > > > etc., private: limit discussions to the PMC. Drafting announcements
> > > > > on
> > > > > > public lists, such as user@, whilst inclusive, may inadvertently
> > > > > expose
> > > > > > your news prematurely to the press, bloggers, and others before its
> > > > > ready.
> > > > > > This can be detrimental to having your news scooped before you
> > > > > actually
> > > > > > announce it, or conversely, having the news come out and nobody is
> > > > > > interested in covering it as it's been leaking for a while. We've
> > > > > also been
> > > > > > burned in the past with this. Synching messaging is also helpful to
> > > > > ensure
> > > > > > that the PMC speaks with a unified voice: the worst thing that can
> > > > > happen
> > > > > > is having someone say one thing in the media and another member of
> > > > > the PMC
> > > > > > saying something else, even if it's their personal opinion.
> > > > > Fragmentation
> > > > > > helps no-one. This recently happened with a Project on a rather
> > > > > > controversial topic, so the press was excited to see dissent within
> > > > > the
> > > > > > community as it gave them more to report about. Keep things co
> > > > > > ol: don't be the feature cover of a gossip tabloid.
> > > > > > 
> > > > > > 3) Positioning. It's critical that whomever is speaking on
> > > > > behalf of
> > > > > > the Project identify themselves as such. This means that the PMC
> > > > > needs to
> > > > > > have a few spokespeople lined up in case of any media queries, and
> > > > > that the
> > > > > > spokespeople supporting the project are from different organizations
> > > > > so you
> > > > > > can . I cannot stress enough the need to exhibit diversity, even if
> > > > > > everyone working on the media/marketing side is from a single
> > > > > organization
> > > > > > --the ASF comes down hard on companies that "own" projects: we take
> > > > > > vendor-neutrality very seriously. What's worked well with
> > > > > organizations
> > > > > > that have pitched the press on behalf of a project is to pitch the
> > > > > project
> > > > > > news, have spokespeople from other organizations speak on behalf of
> > > > > the PMC
> > > > > > and follow up with different spokespeople/companies that have
> > > > > supporting
> > > > > > products or activities. The ability to showcase breadth of
> deployment
> > > > > > demonstrates Project relevance.
> > > > > > 
> > > > > > There have been instances of companies pre-announcing Project
> > > > > news and
> > > > > > milestones before the Project has done so themselves, in the form of
> > > > > press
> > > > > > releases, blog posts, articles on Medium/DZone/elsewhere, or on
> > > > > social
> > > > > > media. Whilst we appreciate their enthusiasm, it has caused
> > > > > significant
> > > > > > erosion of goodwill within the community, and issues with the press.
> > > > > > 
> > > > > > Apache Projects that have been successful with outside
> > > > > (corporate)
> > > > > > support to help with marketing and media relations have shared their
> > > > > press
> > > > > > announcements, articles, posts, and pitches prior to going live to
> > > > > ensure
> > > > > > that they are balanced and have proper attribution and form. I'm
> > > > > happy to
> > > > > > help with this if needed.
> > > > > > 
> > > > > > Briefing analysts is a bit of a different situation, and I'm
> > > > > happy to
> > > > > > help with that as well.
> > > > > > 
> > > > > > Best of luck,
> > > > > > Sally
> > > > > > 
> > > > > > + forwarding to press@ as well to keep everyone in the loop
> > > > > > 
> > > > > > - - -
> > > > > > Vice President Marketing & Publicity
> > > > > > Vice President Sponsor Relations
> > > > > > The Apache Software Foundation
> > > > > > 
> > > > > > Tel +1 617 921 8656 | sk@apache.org
> > > > > > 
> > > > > > On 2020/07/20 09:44:31, "Mick Semb Wever" <mck@apache.org>
> > > > > wrote:
> > > > > > > 
> > > > > > > > Our plan is to share the community-approved blog with
> > > > > reporters
> > > > > > who have
> > > > > > > > expressed interest in Cassandra, which may result in
> > > > > coverage. We
> > > > > > also
> > > > > > > > developed a 4.0 beta graphic that anyone is welcome to use.
> > > > > > > > 
> > > > > > > > FWIW our timeline revolves around yours. We're ready to
> > > > > reach out
> > > > > > just as
> > > > > > > > soon as the beta is cut; no need to adjust anything on our
> > > > > behalf.
> > > > > > If
> > > > > > > > you're available for emailed or live interviews, please
> > > > > shoot me a
> > > > > > note.
> > > > > > > > 
> > > > > > > > We're here to help C*. I've spoken with a handful of folks
> > > > > already
> > > > > > about
> > > > > > > > how to best achieve that, and the door is open - reach out
> > > > > anytime!
> > > > > > > 
> > > > > > > 
> > > > > > > Thanks Melissa! If all goes well there should be a 4.0 beta
> > > > > release
> > > > > > ready for public this week.
> > > > > > > 
> > > > > > > Coordinating media releases around open source releases is not
> > > > > > something I've seen much of, or have much experience with. I can
> > > > > imagine
> > > > > > that it is always going to be clumsy around an organic group of
> > > > > individuals
> > > > > > around the world, individuals doing their best to be independent
> > > > > from the
> > > > > > companies that employ them, companies that each have own stake in
> the
> > > > > > project. We just have to do our best! If people know of other OSS
> > > > > projects
> > > > > > doing this well it would be great to know and learn from them.
> > > > > > > 
> > > > > > > To all non DataStax folk, I've only seen Melissa's work in this
> > > > > > community (dev and private ML). There has been nothing about this
> > > > > > internally at DS. The only thing I've heard about the media
> > > > > coordination is
> > > > > > from Josh's post here, and I made mention of it when raising the
> > > > > vote:
> > > > > > 
> > > > > 
> > > 
> https://lists.apache.org/thread.html/r537fe799e7d5e6d72ac791fdbe9098ef0344c55400c7f68ff65abe51%40%3Cdev.cassandra.apache.org%3E
> 
> > > > > > > 
> > > > > > > DS of course benefits from a successful OSS project, but so do
> > > > > we
> > > > > > all, so do please help Melissa (and all new contributors) out,
> > > > > there's
> > > > > > really no reason not to assume best intentions here.
> > > > > > > 
> > > > > > > regards,
> > > > > > > Mick
> > > > > > > 
> > > > > > > 
> > > > > ---------------------------------------------------------------------
> > > > > > > To unsubscribe, e-mail: dev-unsubscribe@cassandra.apache.org
> > > > > > > For additional commands, e-mail: dev-help@cassandra.apache.org
> > > > > > > 
> > > > > > > 
> > > > > > 
> > > > > > 
> > > > > ---------------------------------------------------------------------
> > > > > > To unsubscribe, e-mail: dev-unsubscribe@cassandra.apache.org
> > > > > > For additional commands, e-mail: dev-help@cassandra.apache.org
> > > > > > 
> > > > > > 
> > > > > > 
> > > > > > 
> > > > > > 
> ---------------------------------------------------------------------
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> > > > > > For additional commands, e-mail: dev-help@cassandra.apache.org
> > > > > > 
> > > > > > 
> > > > > 
> > > > > 
> > > > > 
> > > > > ---------------------------------------------------------------------
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> > > > > For additional commands, e-mail: dev-help@cassandra.apache.org
> > > > > 
> > > > > 
> > > 
> > > 
> > > ---------------------------------------------------------------------
> > > To unsubscribe, e-mail: dev-unsubscribe@cassandra.apache.org
> > > For additional commands, e-mail: dev-help@cassandra.apache.org
> > > 
> > > 
> 



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