Used during a whole-day workshop I conducted this year for the librarians of the Robert B. & Metta J. Silliman University Lbrary System. Portions of this presentation were extracted from the presentation I gave as speaker to the regional conference of the Philippine Librarians Association, Inc. at the University of San Carlos in Cebu City some 2 years ago.

1. COMMUNICATION & PUBLIC RELATIONS When Books Undergo Heart Transplant: Beating Beyond the Walls of the Library Embracing Communication & PR: A Kiss at Enhancing Your Likeability-Factor By MARK RAYGAN E. GARCIA Director Office of Information and Publications Silliman University

2. Reinforce who you are. Elevate the value of verbal and non-verbal communication in building your reputation and establishing relationships. Re-familiarize yourself with the who’s and the what’s that matter to you in relation to your organization. Raise your L-factor. Objectives

3. When Books Undergo Heart Transplant: Beating Beyond the Walls of the Library

4. The Normal Heartbeat The Role of the Library vis-à-vis The Role of the Information Center

5. What is a library? A collection of : Information Sources Resources Services (traditional) Books

6. What is an information center? Corporate identity – corporate image bridge Public relations Management of internal and external communication of an organization to create and maintain a positive image Media relations Development and management of relationship with the tri-media Advertising A form of communication which purpose is to inform potential customers about products ad services and how to use and obtain them. Emphasis: Creativity Publications Institutional Academic / Research Student publications

7. What is the nature of information? Book definition: knowledge derived from study, experience, or instruction Assessment: DEAD until made use of Can an information center be a library? Yes. Can a library be an information center? Yes.

8. What then distinguishes one from the other? Library (Active information to) Passive / Inanimate information (to active) Information Center Active information to passive / inanimate information (to active)

9. The Faltering Heartbeat:The Threats to the Life of a Library

10. Challenge: Rise of alternative sources of information Information Communication Technology Internet Search engines (Google, Yahoo!) YouTube Wikipedia Blogging Television Radio Declining appreciation for reading Increasing preference for online sources Lifestyle

11. The Book and Its Hearts Heart of the author The fueling passion / reason / interest of the author / publisher in coming out with it Heart of the library The cataloguing process: manifestation of prioritization? Heart of the Reader The benefit / value the reader expects to derive from it

12. The Heart Transplant:The Library and Its Fresh Responsibilities

13. Have books lost their hearts? No, but it is survived by an ailing one. The Greater Challenge: Facilitate Lifelong Learning Volt in! Partner with the information center Become an information center Library + Information Center = Lifelong Learning Lifelong learning defined (International Federation of Library Associations and Institutions): All purposeful learning activity undertaking on an ongoing basis with the aim of improving knowledge, skills and competence. “Cradle to grave” learning

14. Beating Beyond the Walls:‘Dynamizing’ the Library’s Role in the Community

15. 3 Hearts Beating as One Establishing community relations Identification of strengths Identification of thrusts Identification of market segments (clients) and their respective needs Direct Beneficiary-Partner Facilitator-Partner Alignment of strengths and thrusts with market segments’ profile/needs Do not just respond to the demand—create the demand! Assume and engage curiosity

16. Choose a partner. Choose book that best represents your mutual interest. Based on the discussion on “active” and “inactive” information, sell the book to the group. The group will rate you (3 = highest; 1 = lowest). Ratings will be tabulated. Highest wins. Lowest will prepare a belly-dance number. (http://www.youtube.com/watch?v=YamDoDK71Ds) EXERCISE

17. PART II Embracing Communication & PR: A Kiss at Enhancing Your Likeability-Factor

18. Communication Transmission of thoughts from one mind to another. Consists of writing, reading, speaking and listening Public Relations Building favorable reputation through publicity at least cost. Note: -communication is a vital element in PR. - PR is one of the desired results of communication Definition

19. Communication Process Sender – primary source / secondary recipient Receiver – primary recipient / secondary source Message – verbal / non-verbal Internal barriers – psychological noise (see next slide) External barriers – physical noise

20. Psychological Noise Exercise

21. Psychological Noise Exercise

22. Communication: Verbal The Voice Voice quality – “timbre” / “tone” (affected by emotion) Breathy / Full / Chesty / Thin Voice levels – pitch Voice Intensity – loudness or softness Effusive / Expulsive / Explosive Rate of speech – speed Pronunciation

23. You break my heart (depressed) What a face (disgusted) Oh my god (in shock) Will you marry me (desperate voice) I want more, please (sexy voice) Crispin, Basilio… angmgaanakko (confused) EXERCISES: Interpretation

24. You make my life complete (depressed) I will terribly miss you. Rest in peace. (overjoyed) Stop. Please, don’t rape me. Help. (undecided) I want you out of my life. (sexy voice) Forgive me, high heavens, for I have sinned. (seductive) EXERCISES: Interpretation

25. Gestures Hands / Shoulders / Hips Finger pointing Judo chop / Penguin flap Bodily Movements Change in position from one place to the other Proximity Facial Expression Eyes, eye brows, lips Communication: Non-Verbal

26. Facial expression, first; Gestures, second Hunger Thirst Love Passion Seduction Death Horror EXERCISES: Interpretation 2

27. Listening – hearing with a purpose of understanding Hearing – an unintentional receipt of sound http://www.youtube.com/watch?v=2b90e0W8omc&feature=related Listening vs Hearing

28. Begins with willingness to participate completely in a communicative situation Stimulates better communication between parties involved Contributes to and promotes better responses Assists in understanding what is being said Enables reaction to what is said Good Listening

29. Attention Factor Normal hearing but ears are not alert Auditory Discrimination Screen messages based on quality, pitch, loudness and rate Listening Comprehension Translating and interrelating sounds, quality, pitch, loudness and rate into thought symbols Stages of Listening

30. Looks (smell) The tone / pitch The rate The language Biases / Preferences Communication Roadblocks

32. Media relations Community relations Crisis management Customer relations Employee relations Government affairs Industry relations Media relations Publicity Speech-writing Visitor relations Public Relations Basics

33. Likeability Ability to create positive attitudes in other people through the delivery of emotional and physical benefits Consider: Life is determined by other people’s choices Recognition is a human need Two-way, Mutual benefit L-Factor: Definition

34. Likeable people bring out the best in others Likeable people get recognized Likeable people outperform Likeable people overcome life’s challenges Likeable people enjoy better health L-Factor: Benefits

35. L-Factor: Elements

36. Friendliness Communicating welcome Relevance Being important; Inherent “assisting” qualities Empathy (vs Sympathy) Receiving end immersion; intent to connect Realness Consistency; inherent values; genuineness L-Factor: Elements

37. http://www.youtube.com/watch?v=jvHKjDKY_O8 L-Factor Self-Assessment Exercise: ‘Finding your likeable self’

38. Friendliness Observe no unfriendliness Develop a friendly mind-set Communicate friendliness Relevance Identify your frequent contact circle Connect with others’ interests Connect with others’ wants and needs Raising your L-Factor (1-2)

39. Empathy Show an interest in how others feel Experience others’ feelings Respond to others’ feelings Realness Be true to yourself Be true to others Share your realness Raising your L-Factor (2-2)