Communiation with Media: Experience of the Estonian Library for the Blind
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Communiation with Media: Experience of the Estonian Library for the Blind

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To (too?) Public: library Marketing and Public Relations in Public Libraries Today. Presentation by Marja Kivihall, Head of Department of the Estonian Library for the Blind, Repository Library of ...

To (too?) Public: library Marketing and Public Relations in Public Libraries Today. Presentation by Marja Kivihall, Head of Department of the Estonian Library for the Blind, Repository Library of Estonia

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Communiation with Media: Experience of the Estonian Library for the Blind Communiation with Media: Experience of the Estonian Library for the Blind Presentation Transcript

  • Communication with media: experience of the Estonian Library for the Blind Marja Kivihall Head of the Department Priit Kasepalu Communication Manager Department of the Estonian Library for the Blind Repository Library of Estonia Twin Cities Conference 2011, May 4-5, Tallinn
  • Background and status of the Estonian Library for the Blind
    • The Estonian Library for the Blind is the main service provider for the print disabled people in Estonia.
    • 1947 – establishment of the Estonian Library for the Blind in Tallinn;
    • 2004 – becoming the branch of the Repository Library of Estonia ;
    • 2010 – becoming the department of the Repository Library of Estonia .
    • It is a dministered and funded by the Estonian Ministry of Culture.
    • It serves 500 patrons in Estonia and abroad (Great Britain, Spain,
    • Canada, Latvia).
  • H oldings
    • Audio books (2 70 0 titles) ;
    • Braille books ( 70 0 titles) ;
    • Tactile books ( 75 titles) ;
    • E-books ;
    • Films provided with audio description;
    • Audio and braille journals ;
    • Printed materials on the activity, teaching and rehabilitation of the visually impaired people .
    • Total: more than 9000 copies
  • Production and services
    • Annual production:
    • Audio books in DAISY (Digital Accessible Information SYstem) format - 100 titles;
    • Braille materials - 50 titles.
    • Services:
    • Lending literature at the library;
    • Lending books, newspapers and journals (including on-demand materials) by mail;
    • Sending electronic newspapers and journals by e-mail.
    • Nearly 15000 loans, 1000 library visits in 2010.
  • Lending room
  • Principles of distributing information
    • Informing about the library serves 2 purposes:
    • To distribute information to wider audience;
    • To distribute information to persons with special needs and to persons connected with them – social workers, librarians etc.
    • Information is distributed:
    • At different events – trainings, seminars, conferences, fairs etc.;
    • At the library by introducing its activity for various visitors;
    • For different target groups – persons with special needs (mainly visually impaired), librarians, students, schoolchildren, social workers etc.
  • Communicating with print media
    • Print media – articles, messages, press releases for newspapers, journals (especially local newspapers, journals for the librarians, print disabled people);
    • 82 articles in Estonian, Russian, English, German have been published on the Estonian Library for the Blind since 2004;
    • The list of articles is available on the library’s website:
    • http://www.epr.ee/sisu/index.php?id=226
    • Published articles handle the activity of the library and the events in which it has actively participated .
  • Articles on the activity of the Estonian Library for the Blind
    • The main topics:
    • History of the library;
    • Personnel (including visually and physically impaired persons);
    • Holdings (braille, audio, tactile books, printed materials);
    • Production (audio and braille books);
    • Services (at the library, by mail and e-mail);
    • Patrons (all over Estonia and abroad);
  • Articles on the activity of the Estonian Library for the Blind
    • Innovations (producing digital audio books in mp3, DAISY format, lending on-demand materials);
    • Cooperation with other institutions (public libraries, foreign libraries serving print disabled persons);
    • Structural changes (becoming part of the Repository Library of Estonia);
    • Change of the location (moving to the building of the Repository Library of Estonia in May 2010).
  • Articles on the events in which the Estonian Library for the Blind has actively participated
    • Events related to the dates connected with blind people and known worldwide :
    • The White Cane Safety Day - celebrated on October 15
    • since 1964 and i n Estonia since 1987 .
    • I ntroduc ing our library for social work students and organi zing other events ;
    • T he World Braille Day - celebrated on January 4, Louis Braille’s day of birth. C elebrated in Estonia since 2004 . D istributing information on the importance of braille, the availability of books in braille at the Estonian L ibrary for the Blind, the events related to the day.
    • Celebrations of Louis Braille’s bicentenary in 2009;
  • Articles on the events in which the Estonian Library for the Blind has actively participated
    • T he Read Aloud Day – celebrated i n Estonia on October 20 since 1994. In 2005 the Estonian Library for the Blind started to draw attention to this day by organizing a conference.
    • Six conferences have been held in different town s of Estonia ;
    • T he Deed of Mother Tongue 2010 – t he aim of this annual event since 2007 is to highlight and award outstanding actions in the field of the Estonian language.
    • Th is year the award was given on March 14, the Mother Tongue Day, to the working group , including the Estonian Library for the Blind, for developing the Estonian spoken command interfaces for various electronic devices for the blind .
  • Communicating with television and radio
    • The main object of interest for TV and radio:
    • B raille ;
    • B ooks in braille ;
    • T actile books .
    • Issues related to the library have been handled in:
    • Morning programs;
    • Children’s programs;
    • Culture programs;
    • Programs for disabled people;
    • Programs for elderly people.
  • Journalists’ attitudes
    • The Estonian Library for the Blind draws attention with its:
    • Production (audio and braille materials);
    • Holdings ( braille, tactile, audio books );
    • T arget group (print disabled , mainly visually impaired people) .
    • Journalists are interested in draw ing attention to disabled people
    • and the availability of literature for them.
    • Tendencies throughout the years:
    • D uring the Soviet time the issues related to disabled people were a taboo ;
    • A t the end of the 1980s and in the 1990s it became popular to reflect the issues on disabled people in media ;
    • Nowadays it is common to introduce these topics through different media channels .
  • Journalists’ attitudes
    • Some negative experiences with journalists:
    • A rticles on our library being non-accessible for the blind after moving to the building of the Repository Library of Estonia situated far from the city centre. These articles g ave negative and even wrong information about the library ;
    • Non- publish ed article based on t he editor’s argument that blind people cannot read the printed newspaper .
    • In general, journalists’ attitudes and interests depend on their
    • personalities and knowledge .
  • Results of distributing information
    • The survey among library patrons in 2005:
    • 11% of respondents had received information about the library through mass media;
    • 37% of respondents had received information about the library from their friends, relatives etc.
    • Characteristics regarding visually impaired people:
    • They are more likely to be informed by other people;
    • It may take time before a disabled person accepts his/her situation and turns to the library.
  • Future perspectives
    • Our goals:
    • Concentrating more on the publications on elderly people and social work issues as the readers of these publications (elderly, disabled people, social workers, social work students) will benefit the most from the distributed information;
    • Finding a broader resonance in the central newspapers with the issues on print disabled people and on library services for them ;
    • Spread ing the word about the library for the potential patrons abroad through the Estonian newspapers published in Canada, the United States, Sweden and Australia.
  • Thank you for your attention!