Ukm image building and library promotion

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  • 1. PROMOSI PERPUSTAKAAN Abu Bakar Suleiman Pensyarah Kanan Fakulti Pengurusan Maklumat UiTM Puncak Perdana
  • 2. Banyak perpustakaan tidak berubah BUKAN kerana mereka tidak mahu berubah. TETAPI mereka tidak tahu atau tidak nampak keperluan untuk mereka berubah.
  • 3. Image Building and Library
  • 4. Image Building and Library The image of the libraries and information professionals are not impressive as compared to other professions. Following are some of the clichés or outmoded reputations and old stereotypes associated with the professions: o Deplored o Ignored o Laughed off
  • 5. Image Building and Library o Silence image (boring, inactive, and non-proactive) o As a monument o I didn’t know the library had that...etc..
  • 6. Image Building and Library Lack of effective communication about what libraries have has resulted in public misunderstanding and disinterest. Libraries are non-profit organizations and so is difficult to attract users as they do not have any special ‘product’ to offer to the public. What they have are services that some people might find they can do without!
  • 7. Image Building and Library In any organization, there is always a specific department that handles PR’s work. It exists on its own as a separate entity and plans or conducts its own PR programs for the parent organization. In a library environment, all units are somehow engaged in PR work and it must be accepted as an integral part of the library’s total program, which involves all staff members. PR is everybody’s job!
  • 8. PR InThe Library Include: o Individual’s personal PR. o Selling of oneself – one’s ideas both inside and outside of the library. o Preventive PR – anticipate problems before they become PR trouble areas.
  • 9. PR InThe Library The day to day operations of a library involves a lot or PR – eg: Acquisition Department with suppliers; Circulation Department with users etc… Therefore goal setting is important in library’s PR programs. Whatever type of activities to be carried out by any one type of library, it should first match with the library’s objectives and mission.
  • 10. PR InThe Library Why Library PR? o To ensure the maximum number of people know of the existence of our libraries. o Where they are located? o What do libraries have to offer? o What do libraries do? o How can libraries help users get information? o To inform public and constantly keep them informed of the library’s daily activities or special events etc.
  • 11. PR InThe Library Who AreThe Library PRTargets? o Users. o PR and other library governing bodies. o Libraries and book trade. o Libraries and educationists. o Internal/External PR
  • 12. PR InThe Library So, why is image and identity important to a library PR? o Maintain loyalty of users to the library. o Portrayal of image. o Perceived image. o It is an intrinsic communication of the organization to their various public.
  • 13. PR InThe Library Libraries project their personalities – their products and services, the way they treat or attend to their customers, their advertisement, brochures, corporate names, symbols, slogans, the vehicles, tabloid or newsletter, the media publicity and quality of services that they give to their customers.
  • 14. PR InThe Library Libraries must be projected internationally, regionally, nationally and locally with related activities such as with the central government, the civil service, education sectors, local government, the social services, the publishing and book trade industries etc.
  • 15. PR InThe Library So, how can you ensure your library products and services are meeting users requirement and satisfaction? How else can you make the library to be a better place for everybody?
  • 16. PR InThe Library What about your role as the future/new information professional of the millennium? Can you think of ways to improve the library’s image and identity? Can you suggest new taglines which is most suitable to libraries in this era? What about good slogans and catchy phrases to mark information professionals of today working within a new library environment?
  • 17. Public Information Program Why PIP? To inform, influence and persuade! Establish these first before you begin: What are you communicating? 1. Interpretation of the library’s goals, objectives, priorities. 2. Is the library’s main function to be a caretaker of a cultural monument or a custodian functions or on service activities? 3. is the library to serve all the people or just the enlightened who seek it out?
  • 18. Public Information Program Why? Libraries are supported by public’s money- taxpayers’ money. So you must justify your existence by informing the public you do have some services for them, one way or another. To whom (target audience) The general public. Who ever that constitutes the general public. But for promotional purposes, it is easier to divide your client into 3 groups: 1. Users (regular patrons) 2. Non-users (never enter) 3. Potential users (will enter if one or more obstacles removed)
  • 19. Public Information Program How (methodology) Translate the objective into actions and techniques. E.g. increase membership (GOAL) Actions: membership drive plan : poster : free registration for those who register between certain dates/times : new members will be given a free computer course worth RM100 : application form available at supermarkets, bus stations, parks etc. : introduce smart card
  • 20. Public Information Program FEE BASED SERVICE  One way to promote your library  If a library can generate income, it shows that it has value and this will increase confidence in management’s part  So they will have to accept our publicity’s proposal and budget’s request  An indication of respected reputation for reliability and high quality
  • 21. Public Information Program The publicity for selling information (fee-based) shows that you are offering good service or/ and providing the information that people want and do not mind paying. The word will spread. Income will increase. Then management will realize that your service is not a drain on their budgets, but actually contributing to the overall company’s income. Turning your library to become an ‘information brokerage’ i.e. treating information as a commodity- can be analyzed, re- packaged and sell- for a price.
  • 22. Public Information Program For a start: 1. What is the strength of your collection? “ stick to what you know/ have” is the golden rule when starting out as an entrepreneur. 2. Decide which one you can charge for? 3. Market research (not necessary unless you are a big organization and willing to spend some money) 4. Questionnaires 5. Know your competitor. Who else provide the same information? Or think something that has not been done by other library
  • 23. Public Information Program Why PR in Information Work  To create awareness among users and potential- users.  To increase utilization of library materials  Information is now considered as a commodity. May generate income if properly marketed.  To publicize on a continuous basis library’s activities/ new collections.  To create an atmosphere of aggressive, active, lively and conducive library environments.
  • 24. Public Information Program  To justify the very existence of libraries.  To establish contact and rapport with the users to ensure repeat visits.  To increase public interest and participation  To rectify the cliché image that librarians/ libraries are dull creatures.  Increase professionalism (accepted and recognized)  Increase positive/ effective communications between library staff and patrons.
  • 25. Public Information Program Use nametags to break the gap between a patron and a nameless face behind the desk. Do not use jargons in assisting patrons  E.g. ILL  Check out counter Make friends with patrons/ be friendly  Smile  Attentive listening  Do not be indifference  Show enthusiasm, not boredom. Recognize the patron’s individuality and importance.
  • 26. Public Information Program The Process and Planning for PR or PIP in LIBRARIES In any organization, PR is one of the important elements in helping them to meet the needs and achieve the objectives of the organization. It seems that PR and marketing are the appropriate functions within the library organizations, and intelligent use can be helpful in attaining the overall objectives of the library.
  • 27. Public Information Program The Library PR Process The PR process have been divide into 4 simple sub- functions:  Fact finding Involves investigation of public attitudes and community analysis  Planning Setting down of the objectives, budget, timetable and tactics to be employed  Communicating Involves the various promotional and feedback systems set up by libraries to ensure two- way communication  Evaluating Involves examination of results more complex than simple bottom line statistics.
  • 28. Public Information Program Philip Kotler has made another set of sub functions for the library PR process.  Identifying the organization’s relevant publics.  Measuring images and attitudes of the relevant publics toward the organization.  Establishing image and attitude goals for the key publics.  Developing cost effective public relations strategies.  Implementing actions and evaluating results.
  • 29. Public Information Program A Library PR Program Plan  Assess the current PR of the library  Establish goals and objectives for a PR programs  Determine strengths and weaknesses  Budget, timetable and tactics or strategies  Staff communication  Implementation  Feedback  Evaluation
  • 30. PR InThe Library