PR on a Shoestring Budget <ul><li>Where to begin </li></ul><ul><ul><ul><li>Marketing vs. Public Relations </li></ul></ul><...
Where to go … <ul><li>Television and Radio  </li></ul><ul><ul><li>News story = Assignment Editor or Reporter </li></ul></u...
Where to go… <ul><li>Newspapers and Magazines </li></ul><ul><ul><li>Talk to someone on the “City Desk” </li></ul></ul><ul>...
Where to go… <ul><li>Social Media – it’s FREE! </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul...
Local stars <ul><li>Use local celebrities </li></ul><ul><ul><li>Most are required to do public service </li></ul></ul><ul>...
Pro Bono!!! <ul><li>Well, it can’t hurt to ask! </li></ul><ul><li>Ask who? </li></ul><ul><ul><li>Ad agencies </li></ul></u...
What’s in a Brand? <ul><li>No need to be extravagant </li></ul><ul><li>Make sure your brand is everywhere </li></ul><ul><u...
Materials   <ul><li>Posters </li></ul><ul><li>Newsletters </li></ul><ul><li>Flyers </li></ul><ul><li>Signage </li></ul><ul...
What the best PR tool?   <ul><li>Word of mouth is one of the most powerful forms of pr/advertising available! </li></ul><u...
Why share your library's story? <ul><li>Use Effective Stories To Make Your Case Personal -- </li></ul><ul><li>Stories can ...
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PR on a Shoestring Budget

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Public relations and marketing tips for small libraries.

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PR on a Shoestring Budget

  1. 1. PR on a Shoestring Budget <ul><li>Where to begin </li></ul><ul><ul><ul><li>Marketing vs. Public Relations </li></ul></ul></ul><ul><ul><ul><ul><li>Marketing = $$$$ </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Public Relations = Creativity and Legwork </li></ul></ul></ul></ul><ul><ul><ul><li>Who do you know? </li></ul></ul></ul><ul><ul><ul><ul><li>Ask patrons, volunteers and friends who they know! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Partnerships </li></ul></ul></ul></ul>
  2. 2. Where to go … <ul><li>Television and Radio </li></ul><ul><ul><li>News story = Assignment Editor or Reporter </li></ul></ul><ul><ul><li>PR Campaign = Community Affairs Dept. </li></ul></ul><ul><ul><li>If you have some advertising $$ = Sales Representative </li></ul></ul><ul><ul><li>Producers = morning shows, noon shows, local programming shows </li></ul></ul>
  3. 3. Where to go… <ul><li>Newspapers and Magazines </li></ul><ul><ul><li>Talk to someone on the “City Desk” </li></ul></ul><ul><ul><li>Local sections such as “Lifestyles” </li></ul></ul><ul><ul><li>Feature reporters </li></ul></ul><ul><ul><li>Newspaper Associations </li></ul></ul><ul><ul><li>Advertising Federations </li></ul></ul>
  4. 4. Where to go… <ul><li>Social Media – it’s FREE! </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>LibraryThing </li></ul></ul><ul><ul><li>SlideShare </li></ul></ul>
  5. 5. Local stars <ul><li>Use local celebrities </li></ul><ul><ul><li>Most are required to do public service </li></ul></ul><ul><ul><li>Ask them to do a PSA for you – it’s good for their image! </li></ul></ul>
  6. 6. Pro Bono!!! <ul><li>Well, it can’t hurt to ask! </li></ul><ul><li>Ask who? </li></ul><ul><ul><li>Ad agencies </li></ul></ul><ul><ul><li>Public Relations Firms </li></ul></ul><ul><ul><li>Production Houses </li></ul></ul>
  7. 7. What’s in a Brand? <ul><li>No need to be extravagant </li></ul><ul><li>Make sure your brand is everywhere </li></ul><ul><ul><ul><li>Brochures </li></ul></ul></ul><ul><ul><ul><li>Business Cards </li></ul></ul></ul><ul><ul><ul><li>Letterhead </li></ul></ul></ul><ul><ul><ul><li>All marketing </li></ul></ul></ul>
  8. 8. Materials <ul><li>Posters </li></ul><ul><li>Newsletters </li></ul><ul><li>Flyers </li></ul><ul><li>Signage </li></ul><ul><li>Bookmarks </li></ul><ul><li>Brochures </li></ul>
  9. 9. What the best PR tool? <ul><li>Word of mouth is one of the most powerful forms of pr/advertising available! </li></ul><ul><li>Networking enhances word of mouth </li></ul><ul><li>Chamber of commerce events, always passing out business cards, expos, friend chats, even at the grocery store! Always promote your library! </li></ul>
  10. 10. Why share your library's story? <ul><li>Use Effective Stories To Make Your Case Personal -- </li></ul><ul><li>Stories can add insight and humanity. </li></ul><ul><li>Most library experiences don't seem dramatic on the surface, but the impact libraries have for real people is significant </li></ul><ul><li>Statistics can be impressive, but personal stories bring the library message to life -always match a statistic with a story </li></ul><ul><li>How Do You Tell Your Library's Story? </li></ul><ul><li>Be simple and brief </li></ul><ul><li>Make sure your message is clear </li></ul><ul><li>The story should illustrate your point </li></ul><ul><li>Only use real names if given permission: So get permission! </li></ul><ul><li>Have a punch line </li></ul><ul><li>What Makes An Effective Story? </li></ul><ul><li>Stories that show how patrons use and benefit from the library </li></ul><ul><li>Stories that tie a person who used the library to his/her accomplishment </li></ul><ul><li>with library resources or life experiences </li></ul>

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