                                Ŀ
                                Your Product
                                

              You have to think of your BBS as a product.  Whether you 
         have a 32 line commercial BBS, a single line hobby board or 
         somewhere in between, you are selling a service.  Just as 
         with any other product, you have to decide where and how your 
         public relations efforts should best be spent.  

              Now may be a good time to look at your BBS and take an 
         inventory.  If you haven't already done so, print the file 
         PRODUCT1.TXT included with this package.  It will help you 
         take stock of the strengths and weaknesses of your BBS.  Some 
         of these things you may already have thought of.  Others 
         possibly not.  Whatever the case may be, this is a very 
         subjective matter and there are no right or wrong answers.

              We'll take this step by step and briefly examine some of 
         the immediate public relations problems your BBS may present 
         and some ways to solve those problems.

              I want you to bear in mind that it is NOT my intention 
         to tell you how to run your BBS.  In addition, I don't think 
         there are any "bad" features for a BBS, except of course 
         those that are patently illegal.  If anything like that is 
         implied, it wasn't intended.


         BBS NAME:

              The name of your BBS should be chosen very carefully and 
         it should be in keeping with the overall tone of the BBS.  
         Chances are you wouldn't want to call your BBS "Thunder of 
         Cloven Hooves" if the emphasis is on scholarly Biblical 
         discussions.


         Sysop:

              If you are known to users mainly as the Sysop, that 
         could be creating an aloof image.  That could be the image 
         you want.  On some larger boards with staffs that may be the 
         best way to handle administrative duties.  But if you want to 
         have a more folksy and personable board you need to make 
         yourself known.  Create an account with your name, if you 
         haven't already done so.  Encourage users to refer to you 
         with your name, instead of The Sysop.


         Graphics:

              Several graphics types are fighting for dominance in the 
         BBS industry.  For now, ANSI is a de facto standard since 

                                                      Product 2 pg 1














         that is a baseline.  Nearly every computer can handle ANSI 
         graphics.  RIP, NAPLPS, and JPEG are making headway.  This is 
         a matter of Sysop Choice.  You might even want to have 
         several available.  You may want to poll your users to see 
         what type they prefer.  


         General Interest/Special Focus

              You may want to have a BBS with a little bit of 
         everything for everybody.  Even with cable becoming more 
         prevalent, the three major broadcast networks still have the 
         largest viewership.  A General Interest BBS with a very large 
         plate to offer will draw users but could overwhelm some 
         users, especially new users.  

              As can be expected, though, some users may visit to get 
         an overview, but prefer to go somewhere else for more depth 
         on a subject they are interested in.  With that you also run 
         the risk of losing them permanently.

              A BBS with a specific interest runs the risk of being 
         too narrowly defined.  There is probably a market for a BBS 
         about horse racing jockeys six feet and taller with green 
         eyes, but it's also so specialized it would attract few 
         callers (if any).

              A specialized BBS could encounter problems with subject 
         matter that may appear to be at odds with its theme.  For 
         instance, a Board with an emphasis on adult discussions of 
         sexual matters might have missing child GIFS.  While the 
         motives may be pure, that could be a major public relations 
         headache.


         Users

              Most BBS have very large user lists.  Many of those 
         lists are bogus in that they reflect all the people that have 
         visited since the BBS was established.  Some Sysops routinely 
         clean the chaff out of the user lists.  This is a good idea 
         in that it makes it easier for Sysops to keep track of who is 
         active and who is not.  In addition it helps users who log in 
         only occasionally.  If a user hasn't logged on recently he 
         has usually lost track of what happened the last time he was 
         on.  It reminds occasional users that it might be a good idea 
         to stop in more often.

              The average age of your users may be able to help you 
         determine the image you present.  At the same time, the 

                                                      Product 2 pg 2














         average age of the user you want to attract will dictate the 
         image you create.  As an example, you may have a large number 
         of teens who are interested in role playing games.  But you 
         may want to discourage them from logging on by having 
         amortization tables available instead.

              Do you have mostly male callers or mostly female 
         callers?  BBSs are generally dominated by male callers.  
         Topics dealing with what are considered "women's issues," 
         such as recipes, child care and others could bring in some 
         female callers.  


         Money:

              As I'm sure you are aware, a Bulletin Board can cost a 
         lot to operate.  The trend is to charge some kind of 
         subscription.  There are a number of different ways in which 
         to do this.  A very large portion of the BBS community 
         believes that charging for access violates the spirit of 
         freedom of information that has been intertwined with 
         personal computers since their introduction.  You will face 
         that sort of resistance, especially if your BBS has had a 
         history of access at no charge.

              A common promotion is to provide free, nearly unlimited 
         access for a limited time and then expect some sort of 
         payment for a subscription.  The method of raising money I've 
         seen most often is to have different levels of access for 
         varied prices.  Usually that involves additional time and 
         downloads for different price points.  Some BBSs simply ask 
         for donations occasionally.  And of course there are Sysops 
         that are vehement about free access


         FILES:

              File areas are arguably the heart of a BBS.  And just as 
         with a human heart, they can create a huge amount of trouble 
         if not properly taken care of.    

              If you have adult areas you need to ensure that minors 
         do not get access to them  (the same should go for adult 
         oriented message bases).  Requiring photocopies of a valid 
         driver's license is the easiest way to make sure minors don't 
         get into the adult file areas (especially the GIFS).  Despite 
         the huge popularity of adult areas on BBSs, you are more 
         likely to encounter resistance from the user base and the 
         general public with an adult file area than you would without 
         one.  You also run a higher risk of being raided by law 
         enforcement authorities.
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              File Requests can be a valuable promotional tool.  Many 
         software companies allow potential buyers to request a demo 
         from thier support board to try the software before 
         purchasing it.  Some BBSs allow file requests of certain 
         informational files without having the caller registered or 
         verified.  This is potentially a very powerful feature and 
         probably should be implemented on your BBS if it isn't 
         already.  A file explaining your policies, the message bases 
         available, some hints on how to use your BBS (especially if 
         it uses a less well known software package), and maybe even a 
         registration or subscription form.  This gives the user an 
         idea of what your BBS is like and can leave him with a good 
         feeling in that he received something without having full 
         access.

              BBSs are commonly cited as a major source of computer 
         viruses.  If you take great pains to check all files for 
         viruses before making them publicly available then you can 
         put many users' minds at ease.  Make sure you promote that 
         often on your BBS and in any advertising you do.  Sometimes a 
         virus will sneak through even the best virus checkers.  Track 
         down the offending file, delete it and apologize to those who 
         downloaded it.  But gently remind users that you are not 
         responsible for damage caused by the virus.  They downloaded 
         and used it at their own risk.

              There are a number of File Distribution Networks you can 
         receive new files from.  These operate much like the message 
         networks only they deal with files, mostly shareware.  These 
         will give you continuous sources of fresh files on a regular 
         basis without much hassle.  A good choice for BBSs that 
         emphasize files and is easily promotable.


         Message Bases:

              If File Areas are the heart of a BBS, then the Message 
         Bases are the soul of your BBS.  That is where your users 
         have the biggest opportunity to contribute to the board.  
         This is also where you have the biggest opportunity to set 
         the image of the BBS.  Your message bases can be wide and 
         varied or narrow and focused on just a few topics.  Keep in 
         mind not everyone is going to be tactful and considerate.  
         Some are rude and downright mean.

              Nationally echoed message bases can be a valuable asset 
         to your board.  But there will be times when there are 
         matters of interest in Wenatchee, Texas that folks in Erie, 
         Pennsylvania won't be interested in.  Chances are you have at 
         least one message base that is specific for local matters.  

                                                      Product 2 pg 4














         You may want to consider opening up a few others depending on 
         the demand from your users.     

              You may want to police the message bases periodically.  
         There have been occasions when a parts of a mail packet 
         received from a hub had been tossed into the wrong area.  
         Frank sexual discussions have turned up in family oriented 
         echoes.  There aren't too many other ways to alienate a loyal 
         user faster than to have something like that happen.  If it 
         does, apologize quickly, delete or move the offending 
         messages and hope the user accepts your actions as 
         reasonable.


         DOORS:

              Your choice of Door programs create a twofold public 
         relations challenge right out of the box.  First, there may 
         be times in which you add a door that doesn't quite fit the 
         image you are trying to create on your BBS.  In that case 
         it's a fairly simple matter to remove the door program.  
         Second, a very popular door could tie up your BBS for hours a 
         day with just a few users, causing frustration to others.  
         This is particularly true of games.  You may wish to limit 
         the time per day in a door.  Some Sysops also require users 
         to contribute files or messages in order to gain more time in 
         doors.  That may be the route you choose.  You should 
         probably remind your callers from time to time about policies 
         regarding games.

              Games that pit one user against another are preferred by 
         users.  Multi-node systems that encourage game playing should 
         also encourage users to set aside times to play certain games 
         at specific times to take advantage of that capability.  Not 
         every game can support multiple players at one time.  But 
         many can.  A Saturday Night Trade Wars Tournament would be 
         much like a Saturday Night Pool Tournament and is very 
         promotable.

              Online Magazines and Newspapers for Bulletin Boards are 
         growing in number.  Those are increasingly being produced as 
         doors.  Just as with print magazines or newspapers they can 
         be expected to create controversy.  Some users may take their 
         complaints out of the door and onto the BBS.  You can either 
         encourage this since BBSs thrive on discussion of issues or 
         you could politely ask them to take the matter up with the 
         publisher/editor.




                                                      Product 2 pg 5














         MISC:

              Most BBSs run a screen full of Bulletins when the user 
         logs on.  These bulletins should be updated as often as 
         possible.  Callers need to know what's going on with your 
         BBS, even if it's just the latest scores for "Red Dragon."  
         Most users don't read the bulletins on a regular basis.  But, 
         they leave the impression that you have a "happening" BBS.  A 
         business owner I once worked for said to me "The impression 
         that we have business generates business."  He always made 
         sure there were cars in front of his business, even if they 
         belonged to employees.  Your bulletins can be the cars in 
         front of your business.  

              Curiously, though, a lot of bulletins can also turn away 
         a user.  If you have a potload of bulletins, you might want 
         to think about moving some to areas in which they are more 
         appropriate.  Bulletins of game scores might be moved to a 
         gaming conference, as an example.  Rules, policies and news 
         should be the primary considerations when developing log on 
         bulletins.  

              There are several BBS and Sysop groups and associations 
         that you can become a member of.  There might even be one or 
         more in your area.  They are sources of support, solutions, 
         and other information.  If you are having trouble with 
         another sysop, the association can be a place to arbitrate 
         your difficulties.  If worse comes to worse and you run afoul 
         of the law as a result of your BBS, the group may be able to 
         put you in touch with some legal help.

              A meeting can also provide you with the opportunity to 
         unwind after a hard day of slaving over a hot keyboard.  I 
         strongly recommend joining a group.



                                Ŀ
                                GOAL SETTING
                                


              Even if you don't run a commercial BBS, you should think 
         of it as a business.  There is hardly any business that does 
         not take an inventory on a regular basis.   Any business that 
         does not analyze itself occasionally is doomed to failure.

              Every six months or so, sit back and look at where your 
         BBS has been, where it's at and where it's going.  Do you 

                                                      Product 2 pg 6















         have specific goals in mind?  What are you doing to meet 
         those goals?  How is your Public Relations campaign 
         reflecting the climb toward those goals?

              Whatever you are up to, PROMOTE, PROMOTE, PROMOTE.  Tell 
         your users what's going on.  Tell your co-workers.  Tell the 
         dog.  Get the word out on the street somehow.  

              This is only a cursory look at some the things you 
         should be aware of from a public relations standpoint as you 
         examine your BBS.  You might want to do things differently.  
         Public relations is an art, and you may prefer to do yours in 
         oil while I prefer chalk.

              I encourage you to write me and let me know what your 
         are doing in the area of Public Relations.


         Robert Parson
         2501 Phoenix
         Fort Smith, AR 72901
         501 646 9332 (voice)
         501 484 0944 Paradox of Arkansas (Fred Ayers, Sysop)
         501 484 1043 node 2



























                                                      Product 2 pg 7
