PUBLIC RELATIONS AND MARKETING SKILLS FOR LIBRARIANS Prof. Thelma S. Kim College of Education Saint Louis University, Baguio City, CAR Paper presented at the PLAI-BRLC Seminar-Workshop on “Developing Competencies of Librarians / Information Specialist for Quality Service” September 29, 2007 @ Aquinas University, Legazpi City.
Strategic Planning is particularly concerned with anticipating and responding to environment-al factors, taking responsibility for change, and providing unity and direction to a firm’s activities. It is a tool for ordering one’s perceptions about future environment in w which one’s decisions might be played out. ( Sheila Corral, 122 in Seiss, 2002 )
Librarians might find it useful to consider the ACID test of corporate identity management before actually deciding on strategic change. The test explores SOUL (core values and cultures), MIND (vision, philosophy, strategy) and VOICE (all communications, direct and indirect)
Public relations (for educational institutions) are effort to obtain favorable interest in the institution and/or its programs, typically through planting significant news about them in publications; through obtaining favorable unpaid presentation on radio, television, or in other media; or through the institution’s own activities or events. (Kotler and Fox, 1995)
The concept of effective public relations as an essential component of a well manages library is not new. As early as 1958, the importance of public relations had been discussed. Unfortunately, many library administrators have not been as discerning in the implementation of formal public relations programs.
In the present era when competition is all aspect library existence has increased dramatically, library administrators must recognize the value of strong public relations efforts as a means of gaining support from their parent organizations., The importance of the library must be shared by all not only the library personnel; users may need some more persuading to share their belief.
Development in information and communication technologies provide numerous opportunities for the library to position itself as a leader on campus by integrating these new technologies into the library’s traditional roles.
MARKETING means developing a philosophy … that puts the customer at the center of everything one does … Marketing is not intimidation or coercion. It is not “hard selling” and deceptive advertising. It is a sound, effective technology for creating exchanges and influencing behavior that, when properly applied, must be socially beneficent because its major premise is responding to customer needs and wants.
RELATIONSHIP MARKETING refers to the development, growth, and maintenance of long-term, cost effective exchange relationships with individual customers, suppliers, employees ad other partners for mutual benefit. The external marketing relationship is broadened.
In RELATIONSHIP MARKETING , the term customer takes on new meaning. Employees serve customers within an organization as well as outside it; individual employees and their departments are customers of an suppliers to one another. They must apply the same high standards of customer satisfaction to intradepartmental relationships as they do to external customer relationships.
Programs to encourage customer loyalty are not new. (Rowley, 2001)
What is LOYALTY ? The theoretical literature on customer loyalty conceptualizes loyalty as an interaction of attitude and behavior. In other words, loyalty (or the absence of it) is exhibited through both customer behavior and attitude.
They institute policies that emphasize fair treatment of customers – regardless of their age, gender, race, appearance, or size of purchase or account. Likewise, their prices, returns policy and advertising are transparent.
They create a physical space, both inside and outside the store, that is carefully designed to value customers’ time.