diff --git a/Makefile b/Makefile
index 6a50384..42d6ba6 100644
--- a/Makefile
+++ b/Makefile
@@ -1,6 +1,9 @@
 VERSION ?= v0.1.0
 GO_CONTAINER_IMAGE ?= docker.io/golang:1.25.3
 
+# Set this to non-empty when building and pushing a release.
+RELEASE ?=
+
 CONTAINER_RUNTIME ?= $(shell command -v podman 2>/dev/null || command -v docker 2>/dev/null)
 ifeq ($(CONTAINER_RUNTIME),)
 $(error No container runtime found. Please install podman or docker)
@@ -9,9 +12,9 @@ endif
 GIT_COMMIT_SHORT := $(shell git rev-parse --short HEAD 2>/dev/null || echo "unknown")
 
 # Container image configuration.
-IMAGE_REGISTRY ?= localhost
+IMAGE_REGISTRY ?= ghcr.io/oxidecomputer
 IMAGE_NAME ?= oxide-cloud-controller-manager
-IMAGE_TAG ?= $(patsubst v%,%,$(VERSION))-$(GIT_COMMIT_SHORT)
+IMAGE_TAG ?= $(patsubst v%,%,$(VERSION))$(if $(RELEASE),,-$(GIT_COMMIT_SHORT))
 IMAGE_FULL ?= $(if $(IMAGE_REGISTRY),$(IMAGE_REGISTRY)/)$(IMAGE_NAME):$(IMAGE_TAG)
 
 .PHONY: test
@@ -40,10 +43,5 @@ build:
 
 .PHONY: push
 push:
-	@if [ -z "$(IMAGE_REGISTRY)" ]; then \
-		echo "Error: IMAGE_REGISTRY must be set to push images"; \
-		echo "Example: make image-push IMAGE_REGISTRY=ghcr.io/oxidecomputer"; \
-		exit 1; \
-	fi
 	@echo "Pushing container image: $(IMAGE_FULL)"
 	$(CONTAINER_RUNTIME) push $(IMAGE_FULL)
diff --git a/README.adoc b/README.adoc
index 32a37cf..f802a24 100644
--- a/README.adoc
+++ b/README.adoc
@@ -109,18 +109,28 @@ The release process is manual and runs from a developer's workstation for now.
 
 . Check out the revision to be released. Ensure the working copy is clean.
 
-. Build the container image using the correct image registry and tag.
+. Build the container image.
 +
 [source,shell]
 ----
-IMAGE_REGISTRY=ghcr.io/oxidecomputer IMAGE_TAG=0.1.0 make build
+RELEASE=true make build
 ----
 
-. Push the container image using to correct image registry.
+. Push the container image.
 +
 [source,shell]
 ----
-IMAGE_REGISTRY=ghcr.io/oxidecomputer IMAGE_TAG=0.1.0 make push
+RELEASE=true make push
 ----
 
-. Bump the `VERSION` within the `Makefile` to the next version.
+. Create a GitHub release.
+
+.. Create and push a Git tag with the v-prefixed `VERSION` (e.g., v0.1.0).
+
+.. Create the GitHub release for the newly pushed tag. Automatically generate the release notes.
+
+. Open a pull request with the following changes.
+
+.. Update the `VERSION` within the `Makefile` to the next version.
+
+.. Update the image tag within `manifests/oxide-cloud-controller-manager.yaml`.
diff --git a/manifests/oxide-cloud-controller-manager.yaml b/manifests/oxide-cloud-controller-manager.yaml
index 13f3401..ed07927 100644
--- a/manifests/oxide-cloud-controller-manager.yaml
+++ b/manifests/oxide-cloud-controller-manager.yaml
@@ -27,7 +27,7 @@ spec:
         - key: "node-role.kubernetes.io/control-plane"
           effect: NoSchedule
       containers:
-      - image: docker.io/sudomateo/oxide-cloud-controller-manager:latest
+      - image: ghcr.io/oxidecomputer/oxide-cloud-controller-manager:0.1.0
         name: oxide-cloud-controller-manager
         command:
           - "/usr/bin/oxide-cloud-controller-manager"