Publicity 101


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  • The next slide contains a logo. When you see it, tell me who it belongs to.
  • Everybody knows Target! Well, tell me what would happen if you walked into Target tomorrow and saw this . . .
  • We would think something is different, possibly wrong. We might think Target is in financial trouble and maybe going through a merger and this logo signifies it. And we visit their web site and see this . . .
  • Now we might be thinking, ‘what the heck?’ We might be nervous about buying a product because Target might not be in business to return it. We are feeling insecure and confused.
  • Sadly, this is the number one mistake we make in public relations. We don’t define ourselves and give our patrons the opportunity to trust us.
  • Yes, our logo should most definitely be a reflection of our library’s character and personality and we should take a thoughtful approach to its design, BUT, if we don’t use our logos, none of it matters.
  • Think about these logos. Do they really tell us what the company does or who they are? No, but they have done a stellar job in their publicity efforts to make us recognize their logos and feel the familiarity, dependability, and stability we do when we see them. We trust these companies because they are consistent in the quality and services they provide to us. We know what to expect.
  • We need to be using our logos on everything we have and put out of our libraries. I see this happen a lot. Businesses have logos and do not use them, just like some of our libraries. I have heard from some that they don’t like their logo or were not consulted when it was designed. Okay, then change it. Change it once, stick with it and move forward. Every time a community member sees our logo, it creates recognition, familiarity, and a connection
  • Our logo should be on . . . You know it happens, it happens all the time. A volunteer offers to design a poster, brochure, postcard, something, and it goes out without our logo, without our font and image properly portrayed. As grateful as we are for the help, we’ve just contributed to the destruction of our credibility. So, what can we do about it? If a volunteer offers to design something for us, accept with great enthusiasm. When you provide information to be included in the piece, make sure to say that your logo needs to be included and you use the font . . . for your address, phone, and web site. Believe it or not, designers like myself like that kind of structure in you knowing who you are.
  • It gives them the opportunity to trust us, to be willing to invest in us, to see us an integral part of the community. I know it sounds outrageous that a logo can evoke all of this emotion, but you, yourself know it is true.
  • Now that we have gotten the logo lesson out of the way. Any questions, thoughts, or comments on logo usage?
  • We’re going to cover the basics of public relations and good publicity. This is not going to be intense information. My goal is to provide you with simple, effective tools that will make your marketing efforts less effort.
  • Everybody uses publicity. Politicians, corporations, manufacturers, celebrities, even librarians use publicity to further our causes and gain attention.
  • It all starts with us. We may not have the nicest building or biggest collection, but we can become renowned for our excellent service. The more approachable we are, the more people want to hear what we have to say and find what we have to say as important and credible. You know how to be the face of your library. Each of you is enthusiastic and excited about your programs and services. It is just about making our patrons feel that same excitement. Greet everyone who comes in the library. Learn to speak the language of those we seek to serve. Promote a sense of ownership with displays of culturally relevant materials.
  • The more times and the more ways you deliver the message the more impact it will have. But first, make sure everyone is delivering the same message. Are we all being consistent and know the FACTS.
  • The more times and the more ways you deliver the message the more impact it will have. But first, make sure everyone is delivering the same message. Are we all being consistent and know the FACTS.
  • The more times and the more ways you deliver the message the more impact it will have. But first, make sure everyone is delivering the same message. Are we all being consistent and know the FACTS.
  • The more times and the more ways you deliver the message the more impact it will have. But first, make sure everyone is delivering the same message. Are we all being consistent and know the FACTS.
  • Now, community support doesn’t need to be a big grand hoo-ha EVERY time. Community support could be something simple, yet sneakily marketable. How about asking your local newspaper editor or news anchor to introduce the author at your upcoming author series? What about having your Chamber president read a book at story time? How about creating a panel of business owners to judge a poster contest for an upcoming kids event?
  • Once we have all of our details in place, we can spread the word.
  • Let’s use our logo to create pieces perfect for the event.
  • Not every event needs the same pieces. What makes sense for this particular event? OTHER PUBLICITY TECHNIQUES Networking sites, Mass e-mails, Bags, Bookmarks, Bumper Stickers, Letters, Door Hanger, Door Prizes, Fortune Cookies, Lawn Signs, Puzzle Pieces, Sidewalk Chalk Writing, Sneak Previews Stickers, Teasers, T-shirts, Visors, Mirror Signs, Lollipops with messages, Balloons, Post Cards
  • Pitch your story to the media. Their personal invitation needs to be first. Needs to be newsworthy.
  • Don’t forget to include the media in our follow-up and let them know the results of our event. Write a letter to the editor, explaining how the newspaper helped our fundraiser.
  • How can you?
  • Why? Because it generally comes from family, friends, or opinion leaders – people we like/love, have similar interests, or trust. We are more likely to listen to information coming from these sources.
  • Can you give me an example of when you used social media?
  • If we want to reach tweens, teens, and young adults, we need to speak their language.
  • Social media can take many different forms. I’m not going to lie to you, I am not familiar with some of these.
  • Being on our library’s creative team, media team, or speaker’s bureau is great resume material and gets them involved in our library.
  • Libraries like Rice Lake are joining Facebook to keep teens and young adults up-to-date on events.
  • When they see your face, they should be saying “Hey, there’s our librarian Joanne, she sure is nice. I saw her at a Chamber event the other day and I couldn’t believe all of the programs they’ve got going on at the library. I took my kid there on Sunday.” We know ourselves that when we have a face to put with a name and we’ve made the personal connection; we are more likely to be a loyal customer. Loyal patrons can become loyal supporters.
  • While we know the library best and we would be the ideal presenter, we also need to acknowledge our strengths and weaknesses. Some people just aren’t good presenters. If you are truly not able to be the presence your library needs and deserves, it is better to have a supporter be the front person. When speaking, if we want to have people act on our behalf (support the library, use the library, and speak up for the library), we have to appeal to their values. And in order to do that, we have to find out what those are. Before making a presentation, we need to find out why you have been asked to speak, know something about your audience, are you there to inform or persuade, keep your goals modest. Fill the audience’s need. People pay attention to the things that they love and value. But every time we make a presentation without regard to our audience and their needs, we are essentially asking people to pay attention to the things that we love and value.
  • To be effective, we must present ourselves as credible with working knowledge of the community. We must be able to address our library’s issues in ways that transcend partisan politics, acknowledge economic realities, and position our library as a part of the solution to larger problems such as those related to literacy, workforce productivity, and crime. Focus on the promotion at hand, the invaluable resources we offer to the community, and the challenges we face. Do this without whining, getting off topic, making jabs at decision-makers, or seeming hopeless. Keep focus.
  • In the fourth case for rural Wisconsin deputy sheriff Claire Watkins, a deranged numerologist steals some industrial-strength insect and weed killer and begins poisoning his way up the food chain, leaving behind a telltale trail of human fingers. They point to the horrific massacre of a German farming family some 50 years ago. Claire enlists the help of a newspaperman with a long memory in her race to solve the old murders and prevent fresh woe. Meanwhile, love interest Rich keeps his hand in, deepening their relationship with desultory doggedness. Logue employs a score of viewpoints, which has the reader clambering into and out of the nondescript personae of numerous bit players and dilutes the book's psychological depth, keeping it less on a par with Thomas H. Cook or Ruth Rendell than with an episode of Law & Order-- a good episode, however, with ample suspense and swift turnings to keep readers up well past bedtime.
  • Publicity 101

    1. 1. Publicity 101 presented by Laurie Boettcher
    2. 2. Publicity 101 Before worrying about publicity, let’s worry about who we are.
    3. 3. Publicity 101
    4. 4. Publicity 101
    5. 5. Publicity 101
    6. 6. Publicity 101 This is what we do to our patrons. When we don’t use a clean, consistent image, we confuse them about who we are, what we represent, our impact on the community, but most of all, we destroy our credibility.
    7. 7. Publicity 101 Our logo should be a reflection of our library’s character and personality. But, more important than the actual logo is that we USE IT .
    8. 8. Publicity 101
    9. 9. Publicity 101 We need to use our logo on EVERYTHING .
    10. 10. Publicity 101 <ul><li>Letterhead </li></ul><ul><li>Envelopes </li></ul><ul><li>Fax Cover Sheets </li></ul><ul><li>Business Cards </li></ul><ul><li>Brochures </li></ul><ul><li>Library Cards </li></ul><ul><li>Bookmarks </li></ul><ul><li>Magnets </li></ul><ul><li>Event Posters </li></ul><ul><li>News Releases </li></ul><ul><li>Postcards </li></ul><ul><li>Ads </li></ul><ul><li>Handouts </li></ul><ul><li>Apparel </li></ul><ul><li>Buttons </li></ul><ul><li>EVERYTHING </li></ul>
    11. 11. Publicity 101 A clean consistent image tells our patrons we know who we are and we aren’t going anywhere.
    12. 12. Publicity 101 If there is one thing you take from this workshop today, I hope it is that you realize the absolute necessity of logo usage.
    13. 13. Publicity 101 Once we know who we are, we can focus on publicity. What is publicity to you?
    14. 14. Publicity 101 Publicity is . . . . . . making something known to the public, spreading information to your market. It is information with a ‘news value’ used to attract public attention or support. Publicity is a form of promotion, but differs from advertising because it is free.
    15. 15. Publicity 101 Free publicity is available to us. And we don't need any particular background or training to do it.
    16. 16. Publicity 101 What we do need is the belief in ourselves and our libraries. And, we need the diligence and perseverance to continue when one idea doesn't pan out.
    17. 17. Publicity 101 Bad ideas happen to everyone.
    18. 18. Publicity 101 The foundation of good publicity is personality.
    19. 19. Publicity 101 Define the Message What do we want to tell?
    20. 20. Publicity 101 Define the Message What do we want to tell? Are we all on the same page?
    21. 21. Publicity 101 Define the Message What do we want to tell? Are we all on the same page? To whom should we be telling?
    22. 22. Publicity 101 Define the Message What do we want to tell? Are we all on the same page? To whom should we be telling? Anyone who will listen!
    23. 23. Publicity 101 Don’t Tell Yet Before we publicize, let’s figure out what kind of community support we can get.
    24. 24. Publicity 101 Solidifying the involvement of local talent or celebrities is important to know BEFORE we publicize our event as it could attract more attention.
    25. 25. Publicity 101 Use Our Logo! Now is the time to create the promotional pieces that include our logo . What pieces make sense for this event?
    26. 26. Publicity 101 <ul><li>Posters </li></ul><ul><li>Invitations </li></ul><ul><li>Bookmarks </li></ul><ul><li>Book Covers </li></ul><ul><li>Balloons </li></ul><ul><li>Garden Seeds </li></ul><ul><li>Tickets </li></ul><ul><li>Banners </li></ul><ul><li>Prizes </li></ul><ul><li>Giveaways </li></ul><ul><li>News Releases </li></ul><ul><li>Ads </li></ul><ul><li>Handouts </li></ul><ul><li>Apparel </li></ul><ul><li>Buttons </li></ul>
    27. 27. Publicity 101 Deliver the Message Give your local media the inside scoop. Local media is more likely to pick up and publicize our story if we give it to them first. They don’t want to be old news.
    28. 28. Publicity 101 Make a personable media pitch. <ul><li>Give a compliment about a recent story </li></ul><ul><li>Offer a private tour, set up private meeting, etc. </li></ul><ul><li>Always send a thank you </li></ul>
    29. 29. Publicity 101 Social Media Word of mouth (social media) is, BY FAR , the best form of publicity.
    30. 30. Publicity 101 Social Media Word of mouth (social media) is, BY FAR , the best form of publicity. Why?
    31. 31. Publicity 101 Social Media Word of mouth (social media) is, BY FAR , the best form of publicity. Why? How can we use word-of-mouth publicity?
    32. 32. Publicity 101 Next, ask book clubs, Friends, and other groups that gather at our library if we can have a minute or two at the beginning of their gathering. Use those few minutes to be a cheerleader for our library – thank everyone for coming and give a plug for a new or upcoming program.
    33. 33. Publicity 101 Social media also includes tapping into new technology.
    34. 34. Publicity 101
    35. 35. Publicity 101 Let’s take a closer look: Publish Social news web sites made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and commenting on submitted links and stories. This includes Wikis, which are internet-based software that allow users to freely edit and add information. Wikipedia is one of the most popular, however wikis are often used by companies internally. ALA uses Wikis for promotions like Teen Tech Week. Share Web sites or software that allows users to publish or transfer digital photos, video, or art online, thus enabling the user to share them with others. Discuss Web applications that allow instant messaging, voice over internet protocol (VOIP), open source message boards, and phone calls over the internet. Social networks Web sites built with the intention of encouraging online socialization, these range from general friend networks ( Facebook , MySpace ) to particular niche audiences ( Dogster and Catster ).
    36. 36. Micro-blog A web service allowing users to broadcast messages in short bursts, often limiting between 140-200 characters. Twitter is a highly popular micro-blogging platform. Lifestream Consolidates the updates from social media and social networking web sites, social bookmarking web sites, blogs, and micro-blogging updates, as well as any other type of RSS/ Atom feed. Users can use this stream of information to create customized feeds to share with friends. Livecasting Similar to podcasting, except you can do a show live with audio only or full video. Listeners of the live show can chat with each other and the host. The show can then be embedded on a blog to create an archive. Virtual worlds Computer-based simulated environment intended for its users to inhabit and interact via avatars. Publicity 101
    37. 37. Social Games Offers games and a social gaming platform that leverages people’s social connections. MMO A m assively m ultiplayer o nline game (MMOG or MMO) is a video game which is capable of supporting hundreds or thousands of players simultaneously. By necessity, they are played on the Internet, and feature at least one persistent world. They are, however, not necessarily games played on personal computers. Most of the newer game consoles, including the Xbox 360, PlayStation Portable, PlayStation 3, Nintendo DS, and Wii can access the Internet and may therefore run MMO games. MMOs can enable players to cooperate and compete with each other on a large scale, and sometimes to interact meaningfully with people around the world. They include a variety of gameplay types, representing many video game genres . Publicity 101
    38. 38. Publicity 101 This can be intimidating, but does not have to be. Recruit teens, tweens, and young adults at our library to help.
    39. 43. Publicity 101 Join a local service club, such as Rotary, Lions, or Kiwanis. Get involved with Chamber and business groups. This is where our community leaders are.
    40. 44. Publicity 101 <ul><li>If time and resources to join a club don’t exist, still take every opportunity and offer to present. </li></ul><ul><li>Stories have power </li></ul><ul><li>Tailor message to audience </li></ul><ul><li>Give the information they want </li></ul><ul><li>Be personable </li></ul><ul><li>Send an exciting, positive message </li></ul><ul><li>Handouts </li></ul>
    41. 45. Publicity 101 To be effective, we must always speak with credibility and connection to our community. If we must, we address our library’s issues in ways that transcend partisan politics. Do NOT go negative.
    42. 46. BONUS! In the midst of all of this publicity, we are making ourselves a credible resource. Use it!
    43. 47. Publicity 101 That was a very brief overview of a few basic publicity tactics we can use at our libraries.
    44. 48. Publicity 101 Before we test our knowledge and know-how, are there any questions, comments, or thoughts anyone would like to share?
    45. 49. Publicity 101 Group Publicity Exercise Famous Wisconsin author Mary Logue is coming to our library on Saturday, June 6, 2009 to discuss her book Bone Harvest and do a book signing. How do we publicize this event?
    46. 50. Publicity 101 <ul><li>Have we used: </li></ul><ul><li>Our Logo </li></ul><ul><li>Media </li></ul><ul><li>Social Media </li></ul><ul><li>Technology </li></ul><ul><li>Civic Groups </li></ul>
    47. 51. Publicity 101
    48. 52. Publicity 101 Thank you for coming! To ensure this workshop is a success at its other two sessions, your feedback is GREATLY appreciated it. Please leave your completed evaluations with Leah.
    49. 53. Publicity 101 Laurie Boettcher Speaker, Trainer, and Social Media Enthusiast [email_address]