the power of library pr

…skills for promoting your services and programs

The Library Instruction Toolkit: Eff ective Teaching, Active Learning June 5, 2012Dr. Curtis R. Rogers, Communications Director

THE POWER OF LIBRARY PR!

Resources ReviewUnderstanding Your

Community & Customers

Developing your Marketing Message

Brainstorming Group Project = BE CREATIVE!

Wrap up

AGENDA

TAKE AWAY ONE THING FROM THIS PRESENTATION…

If they don’t know what

you’re doing, then tell

them!

Kivi’s Nonprofit Communications Bloghttp://www.nonprofitmarketingguide.com/blog/

LIS News - http://lisnews.org/ PR Squared - http://www.pr-squared.com

The Marketing Blog http://marketing-expert.blogspot.com

Visibility @ Your Library - http://www.pio.ala.org/visibility

GREAT PR/MARKETING RESOURCES

http://lists.ala.org/wws/lists Join PR TALK!

YES, ACTUALLY JOIN A LISTSERV…

How can and do academic libraries participate in this type of outreach?

What types of collaborations or partnerships are academic libraries forming with schools, public libraries, or community groups?

How do academic librarians partner with faculty or campus departments on their community projects?

What role does service-learning play?

ACADEMIC LIBRARY OUTREACH: BEYOND THE CAMPUS WALLS

step-by-step guidance for PR campaigns that make measurable differences

new tools, new examples of real-life library publicity successes, and new strategies for promotions and communications

LIBRARY PUBLIC RELATIONS

In the current fiscal environment, college and university librarians must clearly articulate their value to the teaching, learning and research missions of their institutions.

ADVOCACY, OUTREACH AND THE NATION'S ACADEMIC LIBRARIES: A CALL

FOR ACTION

Are there segments of the community underserved and how do I find out where they are?

Does my community want or value my unique competitive offering? How do I know?

Is there too much competition? Who are my competitors?

UNDERSTANDING YOUR COMMUNITY

What kinds of habits does my customer have? Where are they?

How does my potential customer get information products and/or services?

What are my target customer’s primary motivations for seeking out this kind of service/workshop?

UNDERSTANDING YOUR

TARGET AUDIENCE

Two parts: brief tagline/title & marketing message/description

Tagline/Title – short and right to the point & BE CREATIVE!

Marketing message/description An explanation of your target

prospect’s problem. An explanation about why you are

the only organization that can solve your target audience’s problem.

An explanation of the benefits people will receive from your service.

Examples and testimonials from customers you have benefitted from your service.

Your unconditional guarantee.

DEVELOPING YOUR WORKSHOP MESSAGE

1.Newspaper ads2.Social Media3.Posters4.Contests5.Playing card decks6.Seminars7.Television ads8.Signs9.Radio ads10.Banners11.Articles12.Classifi ed ads13.Newsletters14.Charity events15.Networking16.Billboards17.Magazine ads

18.Special events19.Flyers20.Email21.Postcards/Rack Cards

22.Doorhangers23.Media releases24.Fax broadcasts25.Brochures26.Gift certifi cates27.Word-of-mouth28.Website29.Sign picketing30.Business cards31.Catalogs32.Public speaking33.Window display

33 THINGS – PR METHODS

In groups, take ____ minutes to work through the following items to BRAINSTORM and develop a Library Workshop PR PLAN.

1. Develop a library workshop tagline/title and make it CREATIVE!!!

2. Develop your workshop message/description but be brief and to the point.

3. Who is your target audience?

4. How many people do you want to reach & over what period of time?

5. What innovative methods will you use to get the word out?

Each group will have time to report.

BRAINSTORMING SESSIONBe

Cre

ativ

e!!!

Dr. Curtis R. RogersCommunications Director803-734-8928crogers@statelibrary.sc.gov

THANK YOU!