<!doctype linuxdoc system>

<article>

<title>Linux Advocacy mini-HOWTO
<author>Paul L. Rogers,
<tt><htmlurl url  = "mailto:Paul.L.Rogers@li.org"
             name = "Paul.L.Rogers@li.org"></tt>

<date>v0.5c, 3 May 2000
<abstract>
This document provides suggestions for how the Linux community can
effectively advocate the use of Linux.
</abstract>

<toc>


<sect>About this document 
<p>

This is the Linux Advocacy mini-HOWTO and is intended to provide guidelines
and ideas to assist with <em>your</em> Linux advocacy efforts.

This mini-HOWTO was inspired by Jon ``maddog'' Hall when he responded to a
request for feedback on guidelines for advocating Linux during
<url url  = "http://www.netday.org"
     name = "NetDay"> activities.  He responded positively to the
guidelines and observed that they were the basis of a list of ``canons
of conduct'' that would benefit the Linux community.

This document is available in HTML form at
<htmlurl url  = "http://www.datasync.com/~rogerspl/Advocacy-HOWTO.html"
         name = "http://www.datasync.com/~rogerspl/Advocacy-HOWTO.html">.

Nat Makarevitch
<htmlurl url  = "mailto:nat@nataa.fr.eu.org"
         name = "&lt;nat@nataa.fr.eu.org&gt;">
has translated this document into
<url url  = " http://www.linux-france.org/article/these/advocacy/Advocacy-HOWTO-fr.html"
     name = "French">.

Chie Nakatani
<htmlurl url  = "mailto:jeanne@mbox.kyoto-inet.or.jp"
         name = "&lt;jeanne@mbox.kyoto-inet.or.jp&gt;">
has translated this document into
<url url  = "http://jf.linux.or.jp/JFdocs/Advocacy.html"
     name = "Japanese">.

Janusz Batko
<htmlurl url  = "mailto:janus@krakow.linux.org.pl"
         name = "&lt;janus@krakow.linux.org.pl&gt;">
has translated this document into
<url url  = "http://www.jtz.org.pl/Html/mini/Advocacy.pl.html"
     name = "Polish">.

Bruno H. Collovini
<htmlurl url  = "mailto:buick@microlink.com.br"
         name = "&lt;buick@microlink.com.br&gt;">
has translated this document into
<url url  = "http://www.microlink.com.br/~buick/dragons/op1/minihowtos/br-advocacy.html"
     name = "Portuguese">.

Mauricio Rivera Pineda
<htmlurl url  = "mailto:rmrivera@hotmail.com"
         name = "&lt;rmrivera@hotmail.com&gt;">
has translated this document into
<url url  = "http://www.linux-es.com/docs/HOWTO/translations/es/mini/Advocacy-Mini-Como"
     name = "Spanish">.

The author and maintainer of the Linux Advocacy mini-HOWTO is Paul L. Rogers
<htmlurl url  = "mailto:Paul.L.Rogers@li.org"
         name = "&lt;Paul.L.Rogers@li.org&gt;">.

Comments and proposed additions are welcome.

If you need to know more about the
<htmlurl url  = "http://www.linuxdoc.org/"
         name = "Linux Documentation Project">
or about Linux HOWTO's, feel free to contact the supervisor Tim Bynum
<htmlurl url  = "mailto:linux-howto@sunsite.unc.edu"
         name = "&lt;linux-howto@sunsite.unc.edu&gt;">.
Tim Bynum will post this document to several national and international
newsgroups on a monthly basis.

A personal note: Due to various circumstances, I have not been able
to dedicate as much time to maintaining this mini-HOWTO and interacting
with the Linux community as I would have desired.  I apologize for this
and if you have attempted to contact me and I was slow in responding,
please forgive me being so inconsiderate.  While I still have many other
commitments, I am anticipating that they will start requiring less time
to meet and allow me to catch up on other parts of my life.
I appreciate your patience and would like to extend a special thanks
to all who have taken the time to suggest additions and corrections.

<sect>Copyright Information
<p>

This mini-HOWTO is Copyright &copy; 1996-2000 by Paul L. Rogers.  All rights
reserved.
<p>
A verbatim copy may be reproduced or distributed in any medium physical or
electronic without permission of the author.  Translations are similarly
permitted without express permission if it includes a notice on who translated
it.
<p>
Short quotes may be used without prior consent by the author.  Derivative work
and partial distributions of the Advocacy mini-HOWTO must be accompanied with
either a verbatim copy of this file or a pointer to the verbatim copy.
<p>
Commercial redistribution is allowed and encouraged; however, the author would
like to be notified of any such distributions.
<p>
In short, we wish to promote dissemination of this information through as many
channels as possible.  However, we do wish to retain copyright on the HOWTO
documents, and would like to be notified of any plans to redistribute the
HOWTOs.
<p>
We further want that <em>all</em> information provided in the HOWTOs is
disseminated.  If you have questions, please contact Tim Bynum, the Linux
HOWTO coordinator, at 
<htmlurl url  = "mailto:linux-howto@sunsite.unc.edu"
         name = "linux-howto@sunsite.unc.edu">.


<sect>Introduction
<p>

The Linux community has known for some time that for many
applications, Linux is a stable, reliable, robust (although not
perfect) product.  Unfortunately, there are still many people,
including key decision-makers, that are not aware of the existence of
Linux and its capabilities.

If Linux and the many other components that make up a Linux
distribution are to reach their full potential, it is critical that we
reach out to prospective ``customers'' and advocate (being careful not
to promise too much) the use of Linux for appropriate applications.
The reason that many a company's products have done well in the
marketplace is not so much due to the product's technical superiority
but the company's marketing abilities.

If you enjoy using Linux and would like to contribute something to
the Linux community, please consider acting on one or more of the
ideas in this mini-HOWTO and help others learn more about Linux.


<sect>Related Information
<p>

Lars Wirzenius, former
<htmlurl url  = "news:comp.os.linux.announce"
         name = "comp.os.linux.announce">
moderator and long-time Linux activist, also has some
<url url = "http://www.iki.fi/liw/texts/advocating-linux.html"
name = "thoughts">
about Linux advocacy.  

Eric S. Raymond provides an
<url url  = "http://www.tuxedo.org/~esr/writings/cathedral-bazaar/cathedral-bazaar.html"
     name = "analysis">
of why the development model used by the Linux community has
been so successful.

The free software community has recognized that the terms
"free software" and "freely available software" are not appropriate
in all contexts.  For more information about using the term
"open-source software" when marketing "free software", please
visit the
<url url  = "http://www.opensource.org/"
     name = "Open Source">
site.

If you need to brush up on your Linux sales techniques,
take a look at the
<url url  = "http://zgp.org/~dmarti/linuxmanship/"
     name = "Linuxmanship">
essay by Donald B. Marti, Jr.

The 
<url url  = "http://www.cse.unsw.edu.au/~conradp/linux/pr/"
     name = "Linux PR">
site discusses the importance of press releases to the Linux
community.  Another way to gain valuable experience in this
area is to organize a NetDay at a local school using the
guidelines presented in the
<url url  = "http://www.netday.org/NetDay/howto/guide/"
     name = "NetDay How-To Guide">.

<url url  = "http://www.li.org/"
     name = "Linux International's">
goal is to promote the development and use of Linux.

The
<url url  = "http://www.linuxdoc.org/"
     name = "Linux Documentation Project">
is an invaluable resource for Linux advocates.

The
<url url  = "http://www.portalux.com/"
     name = "Linux Center Project">
provides a thematical index of resources about
Linux and free software.

The
<url url  = "http://www.m-tech.ab.ca/linux-biz/"
     name = "Linux Business Applications">
site provides a forum for organizations that depend on Linux
for day-to-day business operations to share their experiences.

<url url  = "http://linas.org/linux/"
     name = "Linux Enterprise Computing">
and
<url url  = "http://www.cyber.com.au/misc/frsbiz/"
     name = "Freely Redistributable Software in Business">
cover resources and topics of interest to those
deploying Linux in a business/commercial/enterprise setting.

The
<url url  = "http://www.10mb.com/linux/"
     name = "Linux Advocacy Project's">
goal is to encourage commercial application developers
to provide native Linux versions of their software.

The
<url url  = "http://visar.csustan.edu/giveaway.html"
     name = "Linux CD and Support Giveaway">
program is helping make Linux more widely
available by encouraging the reuse of Linux CD-ROMs.

<htmlurl url  = "http://www.ssc.com/"
         name = "Specialized Systems Consultants, Inc. (SSC)">
hosts the
<url url  = "http://www.linuxresources.com/"
     name = "Linux Resources">
site and publishes the
<em><url url  = "http://www.linuxjournal.com/"
         name =  "Linux Journal"></em>.

The 
<url url  = "http://www.lege.com/linux-biz.html"
     name = "linux-biz">
mailing list is a forum created to discuss the
use of Linux in a business environment.  

The Linux Mission Critical Systems
<url url  = "http://wauug.erols.com/mclinux/results.html"
     name = "survey">
documents successful existing systems which have a large
load and are up 24 hours per day.

A number of online publications are now devoted to
covering Linux. These include:
<itemize>
<item><em><url url  = "http://mercury.chem.pitt.edu/~angel/LinuxFocus/"
               name = "LinuxFocus"></em>

<item><em><url url  = "http://www.linux.cz/noviny/"
               name = "Linuxove noviny"></em>

<item><em><url url  = "http://www.ssc.com/lg/"
               name = "Linux Gazette"></em>

<item><em><url url  = "http://www.pluto.linux.it/journal/"
               name = "PLUTO Journal"></em>.
</itemize>

Additional links to online publications can be found at the
<url url  = "http://www.linuxdoc.org/links/media.html"
     name = "Linux Documentation Project">
and the
<url url  = "http://www.portalux.com/informations/journals/"
     name = "Linux Center Project">.

<sect>Advocating Linux
<p>

<itemize>
<item>Share your personal experiences (good and bad) with Linux.
      Everyone knows that software has bugs and limitations and
      if we only have glowing comments about Linux, we aren't
      being honest.  I <em>love</em> to tell people about having to
      reboot four times (three scheduled) in three years.

<item>If someone has a problem that Linux may be able to solve,
      offer to provide pointers to appropriate information
      (Web pages, magazine articles, books, consultants, &hellip;).
      If you haven't actually used the proposed solution, say so.

<item>If you are available for making presentations about Linux,
      register with the
      <url url  = "http://noframes.linuxjournal.com/lsb/listing.html"
           name = "Linux Speakers Bureau">.

<item>Offer to help someone start using Linux.  Follow up to make
      sure that they are able to use their system effectively.

<item>Some people still believe that Linux and similar systems
      operate only in text-mode.  Make sure that they are aware of
      the availability of graphical applications, such as the
      <url url  = "http://www.gimp.org/"
           name = "Gimp">.

<item>Try to respond to one ``newbie'' posting each week.
      Seek out the tough questions, you may be the only one
      to respond and you may learn something in the process.     
      However, if you aren't confident that you can respond with 
      the correct answer, find someone that can.

<item>Seek out small software development firms and offer to make
      a presentation about Linux.

<item>If the opportunity arises, make a presentation to your
      employer's Information Technology group.

<item>Participate in community events such as 
      <url url  = "http://www.netday.org/"
           name = "NetDay">.
      While your first priority must be to
      contribute to the success of the event, use the opportunity to let
      others know what Linux can do for them.

<item>Always consider the viewpoints of the person to whom you are
      ``selling'' Linux.  Support, reliability, interoperability and
      cost are all factors that a decision-maker must consider.
      Of the above, cost is often the least important portion of the equation.

<item>Availability of support is often mentioned as a concern when
      considering the adoption of Linux.  Companies such as
      <url url  = "http://www.caldera.com/"
           name = "Caldera">,
      <url url  = "http://www.cygnus.com/"
           name = "Cygnus Solutions">,
      <url url  = "http://www.redhat.com/"
           name = "Red Hat">,
      and
      <url url  = "http://www.suse.com/"
           name = "S.u.S.E.">
      offer support for some or all components of a typical Linux
      distribution.  In addition, the
      <url url  = "http://www.linuxdoc.org/HOWTO/Consultants-HOWTO.html"
           name = "Linux Consultants HOWTO">
      provides a listing of companies providing commercial
      Linux related support.  Of course, some of the best support is
      found in the <em>comp.os.linux</em> and <em>linux</em> newsgroup
      hierarchies.
      
<item>Point out that the production of
      <url url  = "http://www.opensource.org/"
           name = "open-source software">
      takes place in an environment of open collaboration between
      system architects, programmers, writers, alpha/beta testers
      and end users which often results in well documented, robust
      products such as
      <url url  = "http://www.apache.org/"
           name = "Apache">,
      <url url  = "http://www.gnu.org/"
           name = "GNU Emacs">,
      <url url  = "http://www.perl.com/"
           name = "Perl">
      and the 
      <url url  = "http://www.linuxhq.com/"
           name = "Linux kernel">.

<item>Stand up and be counted! Register with the
      <url url  = "http://counter.li.org/"
           name = "Linux Counter">.
 
<item>Report successful efforts of promoting Linux to
      <htmlurl url  = "http://www.li.org/"
               name = "Linux International">
      (<htmlurl url = "mailto:li@li.org"
               name = "li@li.org">)
      and similar organizations.

<item>Find a new home for Linux CD-ROMs and books that you no longer
      need.  Give them to someone interested in Linux, a public
      library or a school computer club.  A book and its CD-ROM
      would be most appropriate for a library.  However, please be
      sure that making the CD-ROM publicly available does not
      violate a licensing agreement or copyright.  Also, inform
      the library staff that the material on the CD-ROM is freely
      distributable.  Follow up to make sure it is available on
      the shelves.

<item>When purchasing books about software distributed with Linux,
      give preference to books written by the author of the software.
      The royalties that authors receive from book sales may be
      the only monetary compensation received for their efforts.

<-- Need to fix or change the Powered by Linux text -->

<item>Encourage Linux-based sites to submit their entry for the
      <url url  = "http://sunsite.nus.edu.sg/pub/LDP/powered.html"
           name = "Powered by Linux">
      page and suggest that banners promoting
      <url url  = "http://www.cse.unsw.edu.au/~conradp/banners/"
           name = "Linux">,
      <url url  = "http://www.apache.org/"
           name = "Apache">,
      <url url  = "http://www.gnu.org/"
           name = "GNU">,
      <url url  = "http://www.perl.com/"
           name = "Perl">
      &hellip; be displayed on their site.  

<item>Participate! If you have benefited from
      <url url  = "http://www.opensource.org/"
           name = "open-source software">,
      please consider assisting the free software community by:
      <itemize>
      <item>submitting detailed bug reports
      <item>writing documentation
      <item>creating artwork
      <item>supplying management skills
      <item>suggesting enhancements
      <item>providing technical support
      <item>contributing software
      <item>donating equipment
      <item>furnishing financial support.
       </itemize>
      The
      <url url  = "http://www.linuxdoc.org/"
           name = "Linux Documentation Project">
      provides a
      <url url  = "http://www.linuxdoc.org/devel.html"
           name = "list">
      of Linux and Linux-related projects.

<item>Finally, keep in mind that we all have infinitely more important
      issues to deal with than the selection of a computing environment.
</itemize>

<sect>Canons of Conduct
<p>

<itemize>
<item>As a representative of the Linux community, participate
      in mailing list and newsgroup discussions in a professional
      manner. Refrain from name-calling and use of vulgar language.
      Consider yourself a member of a virtual corporation
      with Mr. Torvalds as your Chief Executive Officer.  Your words
      will either enhance or degrade the image the reader has of the
      Linux community.

<item>Avoid hyperbole and unsubstantiated claims at all costs. It's
      unprofessional and will result in unproductive discussions.

<item>A thoughtful, well-reasoned response to a posting will not
      only provide insight for your readers, but will also increase
      their respect for your knowledge and abilities.
     
<item>Don't bite if offered flame-bait.  Too many threads degenerate
      into a ``My O/S is better than your O/S'' argument.
      Let's accurately describe the capabilities of Linux and
      leave it at that.

<item>Always remember that if you insult or are disrespectful
      to someone, their negative experience may be shared with many others.
      If you do offend someone, please try to make amends.

<item>Focus on what Linux has to offer.  There is no need to bash
      the competition.  Linux is a good, solid product
      that stands on its own.

<item>Respect the use of other operating systems.  While Linux is
      a wonderful platform, it does not meet everyone's needs.

<item>Refer to another product by its proper name.
      There's nothing to be gained by attempting to ridicule a company
      or its products by using ``creative spelling''.
      If we expect respect for Linux,  we must respect other products.

<item>Give credit where credit is due.  Linux is just the kernel.
      Without the efforts of people involved with the
      <url url  = "http://www.gnu.org/gnu/linux-and-gnu.html"
           name = "GNU project">,
      MIT, Berkeley and others too numerous to mention, the Linux
      kernel would not be very useful to most people.

<item>Don't insist that Linux is the only answer for a particular
      application. Just as the Linux community cherishes the freedom
      that Linux provides them, Linux only solutions would deprive 
      others of their freedom.

<item>There will be cases where Linux is not the
      answer.  Be the first to recognize this and offer another
      solution.
</itemize>


<sect>User Groups
<p>

<itemize>
<item>Participate in a local user group.  An
<url url  = "http://www.linuxdoc.org/links/&num;lug"
     name = "index">
of Linux User Group registries is part of the
<url url  = "http://www.linuxdoc.org/"
     name = "Linux Documentation Project">.
If a user group does not exist in your area, start one.

<item>The
      <url url  = "http://www.linuxdoc.org/HOWTO/User-Group-HOWTO.html"
           name = "Linux User Group HOWTO">
      covers many of the issues involved with starting an
      user group and discusses the importance of Linux
      advocacy as one of the goals of a user group.

<item>Make speakers available to organizations interested in Linux.

<item>Issue
      <url url  = "http://www.cse.unsw.edu.au/~conradp/linux/pr/"
           name = "press releases">
      about your activities to your local media.

<item>Volunteer to configure a Linux system to meet the needs of
      local community organizations.  Of course, the installation
      process must include training the user community to use the
      system and adequate documentation for ongoing maintenance.

<item>Discus the Linux Advocacy mini-HOWTO at a meeting.  Brainstorm
      and submit new ideas. 
</itemize>


<sect>Vendor Relations
<p>

<itemize>
<item>When contemplating a hardware purchase, ask the vendor about 
      Linux support and other user's experiences with the product
      in a Linux environment. 

<item>Consider supporting vendors that sell Linux based products and
      services.  Encourage them to have their product listed in the
      <url url  = "http://www.linuxdoc.org/HOWTO/Commercial-HOWTO.html"
           name = "Linux Commercial HOWTO">.

<item>Support vendors that donate a portion of their income to
      organizations such as the
      <url url  = "http://www.gnu.org/help/help.html"
           name = "Free Software Foundation">,
      the
      <url url  = "http://li.org/li/fund/grants.shtml"
           name = "Linux Development Grant Fund">,
      the
      <url url  = "http://www.xfree86.org/donations.html"
           name = "XFree86 Project">
      or
      <url url  = "http://www.debian.org/donations.html"
           name = "Software in the Public Interest">.
      If possible, make a personal donation to these or
      other organizations that support
      <url url  = "http://www.opensource.org/"
           name = "open-source software">.
      Don't forget that some employers offer a matching
      gift program program.

<item>If you need an application that is not supported on
      Linux, contact the vendor and request a native Linux version.
</itemize>


<sect>Media Relations
<p>

<itemize>

<item>Linux International is collecting
      <url url  = "http://www.li.org/li/resources/pressclippings.shtml"
           name = "press clippings">
      that mention Linux, GNU and other freely redistributable software.
      When you see such an article, please send the
      following information to 
      <htmlurl url  = "mailto:clippings@li.org"
               name = "clippings@li.org">:
      <itemize>
      <item>Name of publication
      <item>Publisher's contact address
      <item>Name of author
      <item>Author's contact address
      <item>Title of article
      <item>Page number where the article starts
      <item>The URL if available online
      <item>A summary of the article, including your opinion
      </itemize>

<item>If you believe that Linux was not given fair treatment in
      an article, review or news story, send the details, including
      the above information, to
      <htmlurl url  = "mailto:li@li.org"
               name = "li@li.org">
      so that an appropriate response can be sent to the publisher.
      If you contact the publisher directly, be professional and
      sure of your facts.

<item>If you involved with a Linux related project, issue
      <url url  = "http://www.cse.unsw.edu.au/~conradp/linux/pr/"
           name = "press releases">
      to appropriate news services on a regular basis.
</itemize>


<sect>Acknowledgements
<p>

Grateful acknowledgement is made to all contributors, including:

<tscreen><verb>
Kendall G. Clark          <kclark@cmpu.net>
Wendell Cochran           <atrypa@eskimo.com>
Bruno H. Collovini        <buick@microlink.com.br>
Allan "Norm" Crain        <allanc@idea-inc.com>
Jon "maddog" Hall         <maddog@zk3.digital.com>
Greg Hankins              <gregh@cc.gatech.edu>
Eric Ladner               <eladner@goldinc.com>
Chie Nakatani             <jeanne@mbox.kyoto-inet.or.jp>
Daniel P. Kionka          <dkionka@worldtalk.com>
Nat Makarevitch           <nat@nataa.fr.eu.org>
Martin Michlmayr          <tbm@cyrius.com>
Rafael Caetano dos Santos <rcaetano@dijkstra.ime.usp.br>
Idan Shoham               <idan@m-tech.ab.ca>
Adam Spiers               <adam.spiers@new.ox.ac.uk>
C. J. Suire               <suire@datasync.com>
Juhapekka Tolvanen        <juhtolv@silmu.cc.jyu.fi>
Lars Wirzenius            <liw@iki.fi>
Sean Woolcock             <sbwoolco@eos.ncsu.edu>
</verb></tscreen>

</article>
