you never stop marketing monitor build outreach evaluate

You never stop marketing

Monitor

Build

Outreach

Evaluate

News & Info

Newspaper

Cable TV

Radio

Website/Blogs

Events

Social media

BuildWho’s on your team?

Spokesperson

Form your message

Test

Develop tools

Staff training/onboard

What do you want people to do?

Writing, speaking, graphics, social media, and connecting

Don’t put all your eggs in one basket

Monitor

Build

Outreach

Evaluate

1. All about them2. Hearts then minds3. Make it simple4. Make it quick5. Make it yours6. All senses7. Repeat, repeat, and oh yeah, repeat8. Test it out

Forming your message & creating identity

“When a dog bites a man no one cares. When the man bites back--

now that’s a news story.”

NEWSWORTHY?

Timing Impact/Significance Proximity

Prominence

Human Interest

Conflict

Unusual

Olympic Silver Medalist Adopts a Family of Stray Dogs he found in Sochi

• Swansea library cat causes controversy• More than just books: Arizona libraries add public

health nurses• New broadband network launched in Otis, will serve

central and western Mass.• Project aims to let libraries share e-books FIGHTING 'DIGITAL LOCKOUT'• Salisbury votes to build new library• Springfield City Councilor Tim Allen named Library

Advocate of the Year• Libraries are a tech and reading hub• Amazon vs. your public library• Abandoned Walmart is Now America’s Largest Library• East Longmeadow Public Library offers weekly reading

for children with Bright Spot therapy dogs• Seeing their way to new skills

Library Headlines

“My biggest fear is that we’ll end up on the Jon Stewart Show”

Don’t give your personal opinion

Don’t just say “No Comment”

Don’t answer inappropriate questions

Don’t drop everythingDon’t use negativesDon’t use always and

neverDon’t overwhelm with

informationDon’t go “off the record”Don’t use sarcasm or

humorDon’t be defensive

The “don'ts” of media interactions

Use bridging statements to get back to your message

Stay within your field of knowledgeRecognize your emotionsMake sure there is consistency in the

messageIt’s OK to say “I don’t know”Follow-up with information in writingHave a strong finish

The do’s of media interactions

Public speaking is the number one fear in America

Remember Billy Joel

Get off to a good start

Finish Strong

Everyday

Celeste Bruno Communications Specialist

Massachusetts Board of Library Commissionersceleste.bruno@state.ma.us

617-725-1860 X208