PROMOTING FREENETS

By Dave Loan
Chair, Community Relations Committee
National Capital FreeNet



INTRODUCTION:

	Promoting FreeNet is not like promoting other kinds of services. 
For example, one of our earliest decisions was the dial-in phone number we
picked - 780-FREE.  We immediately put this on all of our literature,
expeting it to be easy to remember.  After all, if it works for Joe's Used
Cars...

	Unfortunately, a phone keypad is not like a computer's keyboard. 
People setting up their termial software actually had the modem dial
780free, instead of 7803733.  The result was a lot of phone call with
complaints.

	When we promote FreeNet, we have to promote the concept first.  We
aren't trying to sell one product in preference to another, but to teach
about a new kind of service, and a new method of communicating.  We have
used a number of strategies to do this:

AVOID MENTION OF THE COMPUTER - an early decision was to focus any public
relations on the providing of information.  The computer is a tool, not an
end in itself.  Part of the goal is to provide info to users who may not
be computer literate, or who may be computer-phobic.  Therefore, we
avoided  referring to FreeNet as a computer system, or as a BBS, and we
avoided words like database, on-line, etc.  

BALANCE THE NUMBER OF USERS AND INFORMATION PROVIDERS - in the early
stages, it was important to keep this balance.  Users were most easily
attracted by the information available;  information providers were
attracted by the number of users they could reach.  We started off with a
hundred or so hard-core users and a very small amount of available
information, including usenet news and access to other FreeNets.  This
allowed us to encourage other information providers, which allowed us to
attract users, etc., etc.

OTTAWA CITIZEN - certainly the most effective public relations we have had
came from being "adopted" by the City's major daily newspaper.  This
relationship has been mutually effective:  every time the Citizen runs an
update on FreeNet, we're swamped with registrations and new information
providers.  At the same time, the Citizen has been able to use FreeNet to
gather instant public reaction to issues, such as to the resignation of
the Prime Minister last winter.  	

	Furthermore, support by this paper gives us credibility when
dealing with large government and business organizations.  I encourage all
FreeNet organizing committees to attempt building similar relationships
with their local media.


PUBLIC MEETINGS - from the beginning, we have held monthly public meetings
to introduce new users and information providers to FreeNet.  These
meetings built up our intial support, and helped us develop our corps of
volunteers, many of whom we continue to rely on.

BROCHURE - one of our few printed documents, this brochure is intended to
introduce non-networkers to FreeNet.  It has become a valuable resource,
given out at the public library terminals, public events, and on
information counters around the region.  Again, the text introduces the
end result of FreeNet, what it provides, how it's funded, etc., before
mentioning that we depends on a central computer for the service.

GRAND FREENET LAUNCH (February 1, 1993) - our largest media event.  The
Launch had a number of purposes, including showing appreciation to
contributers, inviting "VIP" guests to look at the system, and just to
formally announce the availability of the system.  Primarily, however, the
Launch was a media opportunity, intended to give FreeNet wide exposure
throughout the City.  

	With this in mind, we sent out media kits to all local and
national outlets.  The kits included a copy of the brochure, a contact
list, some background documentation, copies of media articles on internet
and FreeNet, and a glossary of network-related terms.

	For the event, we chose a central location with a large open space
and provided 3 terminals with volunteers to show the system to the public.
 We also had information tables with registration forms, brochures,
buttons, etc. and a refreshement table with coffee, tea, juice and muffins.

	The presentation included speeches by our esteemed President and
by major government and business sponsors.  We presented certificates of
appreciation to these.  We also presented a short video showing the
system, and had the federal Minister press a button on an oversized wooden
keyboard, officially starting the system.

	A variety of media coverage resulted from the event, including a
large article in the Citizen, TV coverage from both networks, and a 17
minute feature on CBC radio, interviewing a user about FreeNet features.

	Following the event, we were swamped with registrations and
inquiries - something for all other organizers to be prepared for.

OTHER MATERIALS - We have prepared a variety of promotional materials in
addition to the brochure.  Two large vinyl banners are used for public
events, and cost about $150. to produce.  We also run 11" x 17" posters to
hang from tables etc., showing the name and logo.  We have arranged for
buttons and shirts to be sold at a small profit, provided on a consignment
basis by the producer.  We are now looking for some kind of display
system, to be used at public events.

PUBLIC TERMINALS - both an essential feature of any truly accessible
system and a promotional device, public terminals are placed in public
libraries, Regional Headquarters, and soon in museums, shopping malls and
other public areas.  The terminals are old, redundant units donated by
private industry and government, but certainly effective for our purpose. 
We ask the host to help fund the phone line and modem cost, and we provide
some written material for people who have not seen the system before.

	The terminals are quite popular, and I understand that a small
society of FreeNetters has grown among people who use them.  Many of our
users see the system first at the library.



FUTURE PLANS

Shopping Malls, Festivals/shows - We are forming a special corps of
volunteers to demonstrate FreeNet at a variety of public locations,
including shopping malls, local festivals (these are numerous in
Ottawa),and trade shows.  The idea is to set up a couple of terminals for
a day or two, with display materials and registration forms also
available.  We have tried this twice now, and found that we were able to
attract a great number of information providers as well as users.

Information provider package - Large organizations have special needs in
order to become information providers:  how to organize materials, how to
dedicate staff and other resources and how much may be required,
addressing concerns about viruses, hackers, etc.  

	Our response is to form a committee to prepare a hardcopy document
trying to answer some of these needs.  We are still in the early stages of
this document.

Column - I am currently collecting a list of topics for a weekly column on
the Internet, which I will propose to the Ottawa Citizen.  As I see it,
the column would discuss hardware and software available, ethical issues,
how to  "net-surf", available features, etc.


Dave Loan
aa112@freenet.carleton.ca