The Power of Library PR

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The Power of Library PR

  1. 1. THE POWER OFLIBRARY PR! …skills for promoting your services and programs The Librar y Instruction Toolkit: Ef fective Teach ing, Active Learnin g June 5, 201 2 Dr. Cur tis R. Roger s, Communications Director
  2. 2. AGENDA Resources Review Understanding Your Community & Customers Developing your Marketing Message Brainstorming Group Project = BE CREATIVE! Wrap up
  3. 3. TAKE AWAY ONE THING FROM THIS PRESENTATION…If they don’t knowwhat you’re doing, then tell them!
  4. 4. GREAT PR/MARKETING RESOURCESKivi’s Nonprofit Communications Blog  http://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
  5. 5. YES, ACTUALLY JOIN A LISTSERV…http://lists.ala.org/wws/listsJoin PR TALK!
  6. 6. ACADEMIC LIBRARY OUTREACH: BEYOND THE CAMPUS WALLS How can and do academic libraries par ticipate in this type of outreach? What types of collaborations or par tnerships are academic libraries forming with schools, public libraries, or community groups? How do academic librarians par tner with faculty or campus depar tments on their community projects? What role does ser vice-learning play?
  7. 7. LIBRARY PUBLIC RELATIONS step-by-step guidance for PR campaigns that make measurable differences new tools, new examples of real - life librar y publicity successes, and new strategies for promotions and communications
  8. 8. ADVOCACY, OUTREACH AND THE NATIONS ACADEMIC LIBRARIES: A CALL FOR ACTION In the current fiscal environment, college and university librarians must clearly articulate their value to the teaching, learning and research missions of their institutions.
  9. 9. UNDERSTANDING YOUR COMMUNITY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?
  10. 10. UNDERSTANDING YOUR TARGET AUDIENCE  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?
  11. 11. DEVELOPING YOUR WORKSHOP MESSAGE 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.
  12. 12. 33 THINGS – PR METHODS1. Newspaper ads 17.Magazine ads 33.Window display2. Social Media 18.Special events3. Poster s 19.Flyer s4. Contests 20.Email5. Playing card decks 21.Postcards/Rac k Cards6. Seminar s 22.Doorhanger s7. Television ads 23.Media releases8. Signs 24.Fax broadcasts9. Radio ads 25.Brochures10.Banner s 26.Gif t cer tificates11.Ar ticles 27.Word-of-mouth12.Classified ads 28.Website13.Newsletter s 29.Sign picketing14.Charity events 30.Business cards15.Networking 31.Catalogs16.Billboards 32.Public speaking
  13. 13. BRAINSTORMING SESSION 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 .
  14. 14. THANK YOU!Dr. Curtis R. RogersCommunications Director803-734-8928crogers@statelibrary.sc.gov

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