Budget setbacks and other economic concerns often force libraries to justify their existence. In many cases, because of those same financial woes, small and understaffed libraries must try to do this without a professional public relations manager.
Here, then, are some resources that will help both PR types and inexperienced library staff thrust into handling promotional duties. Remember, better PR for the library lets both patrons and the funding institutions know what great things the library offers the community.
LIBRARY SITES
Maintained by the ALA, the "public information office develops and implements strategic communications plans tied to association goals and priorities in the areas of media relations, advocacy, public education, and crisis communications," according to its Web site.
My view is that the Public Information Office's main goal seems to be to support and promote the efforts of the ALA, while offering limited resources for PR personnel at other libraries. Still, there are:
Links to available materials
A calendar of ALA events
A calendar of literacy events
Facts about American libraries
Quotes about American libraries
Written by Judith Prebyl and maintained on the Library & Media PR site, this page provides the basics of how to write a press release. Useful links off this page include:
A sample press release
Press release tips from the experts
The ins and outs of e-mail press releases
Maintained by the Delaware Division of Libraries, this site contains two useful links:
Library Lovers' Month: A collection of promotional ideas, graphics, calendars and community outreach suggestions
National Library Week: A link to ALA's celebration and promotion of the nation's libraries
Maintained by the state of Michigan's History, Arts and Libraries, this site contains useful links such as:
ALA's Graphics Shop
ALA's Library Promotional Events
ALA's PR-Talk! Shop
This page is essentially a news release by the Illinois State Library to describe 23 successful PR campaigns that public libraries in the state submitted as part of their efforts to secure fiscal year 2000 per capita grants.
Your library might be able to come up with some good ideas from these campaigns and modify them to suit your needs and resources. Among the offerings: an Outdoor Reading Room, a Youth Advisory Council, a Design-a-Calendar Contest (National Library Week), a Garden Walk fundraiser, and much more.
Maintained by the ALA and sponsored by H.W. Wilson, the John Cotton Dana Award honors outstanding library public relations, whether a summer reading program, a year-long centennial celebration, fundraising for a new college library, an awareness campaign or an innovative partnership in the community," according to its Web site.
2003 entry form
2003 contest information
Tip sheet
About John Cotton Dana
Previous winners, 1946-2002
Maintained by Peggy Barber, former ALA associate executive director for communications, and Linda Wallace, former ALA director of public information.
One of Barber and Wallce's tenets: "Communications is everyone's job. All staff, board members and Friends have an important role to play."
This site contains resources including a list of PR-related books, links to library research, and PR, marketing and branding strategies.
Maintained by Judith Prebyl, The Paper is a subscription publication that offers advice on how to prepare a Friends of the Library newsletter and accompanying materials. Four issues a year cost $30.
The Paper offers "tons of PR ideas ... an amazing amount of low-cost, high-quality ideas, education, copy, and clip art," according to its Web site.
Maintained by Stephanie Stokes Design, this site offers a wealth of useful information. There are:
Links to contacts and other PR resources
A calendar of suggestions for promotional opportunities throughout the year
A list of PR contests to enter; awards will boost your library's profile
Articles on library PR
A message board that you can post questions to
A "toolbox" of art and design resources
Maintained by the Maine Library Association, this page offers a mission statement, goals and objectives that your library might be able to use to help create its own standards.
Mainained by Information Today Inc., "MLS will provide information professionals in all types of libraries with specific ideas for marketing their services," according to its Web site. "You'll find numerous suggestions for planning programs, making money, increasing business, and proving your value to your administrator."
This is a subscription journal. But the site does offer links to current and past journals, with full text on each cover story.
Maintained by the Missouri Library Association, this page is a call for the state's best library PR materials for display at the MLA Conference. Wanted are bookmarks, brochures, flyers, calendars, newsletters, slogans, campaign materials, library business cards, letterhead and other materials. If your library isn't using these types of PR tools, get busy. Also, if your state library association isn't recognizing top PR work, lobby for it to do so.
Maintained by the Rhode Island Public Library, the page contains public relations goals, objectives and strategies that can be used as a model for other libraries. PR tools should include:
A library newsletter
A general information brochure
Newspaper articles or columns
An annual report available to the public
TV and/or radio exposure
Posters, flyers, bookmarks
Presentations to community groups
Exhibits, displays, bulletin boards
A Web page
Electronic bulletin boards
A videocassette
Participation in community events, fairs, parades
Advertising items
Direct mail promotions
Maintained by the Rhode Island Public Library, the site recommends using your library board of trustees as a public relations tool. Board responsibilities should include:
Establishing a public relations policy
Creating a public relations plan and a budget for public relations activities
Participating in public relations events and evaluating your library's public relations programs
Encouraging staff involvement in public relations and recruiting volunteers
Individual trustee responsibilities should include:
Being vocal, visible, and well informed; using your library and
spreading the word about its services and successes
Looking for opportunities to build a positive image for the library
Telling people about the library's programs, progress, and plans
Being an advocate for all libraries; talking about the merits of quality library service and the importance of reading
Getting to know local officials and persuading them to support the library
Listening to the community; being the library's eyes and ears
Supporting the Friends of the Library and recruiting new members
Maintained by the SLA, this site largely represents PR support for the SLA. Though resources or suggestions for the average library are lacking, one can borrow some ideas by browsing through some of the site's offerings:
PR committee bylines and membership information
SLA Awards and Honor Programs
SLA Awards Descriptions
Awards and Honors Criteria
Public Relations Committee
SLA Products and Promotional Items
2002 Marketing Kit
LISTSERVS
To subscribe, click on the above link to send an e-mail. Leave the subject field blank and type: subscribe PRTalk [your first and last name] in the body.
SCHOOL MEDIA SITES
Maintained by the American Association of School Librarians, the site is aimed at school media specialists. Links include:
An AASL Advocacy Toolkit to help you promote your school media center
School Library Media Month: A collection of materials and proclamations
ALA's @yourlibrary campaign, promoting "libraries and librarians to our communities, schools, academic institutions, and businesses."
Descriptions of school media PR books, including some links to purchase books online