The document provides guidance and examples for public librarians on using various public relations and communication tools, including press releases, newsletters, social media, blogs, wikis, podcasts and Flickr. It discusses best practices for writing press releases, engaging local media, handling crisis communications, and using platforms like Facebook, Twitter, blogs and wikis to connect with communities.

1. Practical Public Relations and Communication Tools for Public Librarians Kent State University SLIS Workshop July 23 & 24, 2010

2. Marketing and public relations work in tandem to position a company. Marketing does the research to determine what the position of the company is and should be. Public relations promotes the image and position of the company through events and news. Janet Krenn Blogpost in prnewpros July 10, 2009

3. Press release basics

4. Here are my Ten Commandments for writing a great lead paragraph. A good lead paragraph must: 1. Summarize The Whole Story. This is the sharp end of your message and the reader must understand what the whole story is about just by reading the first paragraph. The most important and critical information must come first. 2. Answer The Five W's. It must answer the who, what, when, where, and why of the story. 3. Grab Your Attention. Like a good headline, the lead paragraph must grab and hold the attention of the reader. Writing a Lead Paragraph (Thomas Murrell/ezinearticles.com)

5. 4. Make Every Word Count. Aim for brevity and word economy. Less is more. Edit out words to increase impact. 5. Make Sense. Write for meaning. 6. Be Accurate. Always stick to the facts and be truthful, no matter how bad the news. Avoid fluff and hype. Remember it has to be newsworthy. 7. Keep To One Sentence. Simplicity is the key to great lead paragraphs. 8. Provide Context. If you are introducing an organization or person for the first time, put this in context by providing descriptive, detailed and meaningful words immediately prior to the company or individual name. For example:Thomas Murrell - poor, no one knows who he is! International business speaker and co-author of Understanding Influence For Leaders At All Levels, Thomas Murrell - better and puts person in context. Different descriptions can be used, depending on your objectives and the context of the release.

6. 9. Be Precise. Precision is vital. Out of all the information you could get across what is the most important? This must be communicated in a precise way. 10. Edit, Check and Proofread A Minimum of Three Times. Nothing will shoot your credibility down like a typo or error in the lead paragraph. First impressions count no matter how good the story is. Professionalism is essential. Get someone else to check and read your release. Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. Accessed June 28, 2010 http://ezinearticles.com/?How-To-Write-A-Press-Release:-The-10-Commandments-Of-A-Great-Lead-Paragraph&id=30883

7. For immediate release: July 23, 2010 Contact: Janet Griffing 330-335-2604 [email_address] Wadsworth Library seeks trustee candidates Press release should be on letterhead Always include a date for release Include contact information so reporter can reach you for further clarification “ Headline” or title intended to convey topic of release quickly. Reporters/editors see many releases, so don't make them read the lead paragraph to know what the release is about.

8. http://www.ehow.com/how_4489124_write-radio-public-service-announcement.html Writing a Public Service Announcement (PSA) PUBLIC SERVICE ANNOUNCEMENT To air: July 23-31, 2010 Contact: Janet Griffing 330-335-2604 [email_address] WADSWORTH LIBRARY TO HOST FIRST BLOOD DRIVE (:10 sec.) Announcer: The Wadsworth Public Library will host its first American Red Cross blood drive on September 1 from 2 to 6 pm. The Library is located at 132 Broad Street in Wadsworth, Ohio. For further information, call the library at 330-334-5761.

9. Media Relations The purpose of your pre-workshop assignment was to help you determine what media outlets cover your community, who to direct your communications to, and the format in which communications are to be submitted. Call reporter/editor to introduce yourself. Confirm the format for how news is to be submitted. Confirm lead times and deadlines. (Good practice is 2 weeks before event. Pay particular attention to deadlines for weekly papers.) Follow up press release with story pitch for important events.

11. Crisis Communications Set ground rules: Just because the reporter has stuck a microphone in your face doesn't mean you can't stop and take a moment to prepare a proper response. Determine what the reporter wants to know – even ask for a list of questions. Answer the questions you want to answer by rephrasing the reporter's question. Rephrasing can help diffuse a ticking bomb question. “ NO COMMENT” IS NEVER AN OPTION. The media and their readers/viewers will assume the worst. You should be schooled in the library's policies well enough that you can think on your feet. Again, rephrase the question if necessary. If you know ahead of time that you are to be interviewed, use that time to prepare. Anticipate what questions will be asked and frame answers to those questions. Set your own goals for the interview – what message do you want to convey? Write out several quotable sentences for each message

12. http://www.ahml.info/services/newsletters http://www.stmarys.lib.oh.us/newsletter http://www.curtislibrary.com/about-us/newsletter/ http://www.santaclaracountylib.org/about/news/newsletter.html http://www.library.nashville.org/Info/gen_email.asp Sample Library Newsletters

13. Desktop Publishing for Newsletters Microsoft Word OpenOffice Writer http://www.serif.com/desktop-publishing-software/ http://www.scribus.net/index.php?name=Sections&req=viewarticle&artid=3 http://www.belightsoft.com/products/swiftpublisher/overview.php (free trial)

14. Friday Homework http://blip.tv/file/2276360/ The Bubble Room: This Branch May Close http://nonprofit.about.com/od/nonprofitpromotion/tp/localmedia.htm Top 10 Tips for Local Media Relations http://oedb.org/blogs/ilibrarian/2008/250-best-marketing-advertising-pr-and-media-blog-posts/ http://www.slideshare.net/davidleeking/emerging-trends-20-libraries-2635621 Emerging Trends, 2.0, and Libraries http://librarianinblack.typepad.com/librarianinblack/2008/04/computers-in-13.html Computers in Libraries 2008: Online Outreach for Libraries: Successful Digital Marketing http://www.slideshare.net/crr29061/social-media-libraries-and-web-20-how-american-libraries-are-using-new-tools-for-public-relations-and-to-attract-new-users?type=document Social Media, Libraries, and Web 2.0: How American Libraries are Using New Tools for Public Relations and to Attract New Users

15. Libraries on Facebook http://www.facebook.com/group.php?gid=8408315708#!/columbuslibrary?ref=search http://www.facebook.com/group.php?gid=8408315708#!/BarbertonPublicLibrary?ref=search http://www.facebook.com/group.php?gid=8408315708#!/CincinnatiLibrary?ref=search http://www.facebook.com/search/?flt=1&q=library&o=65&s=30#!/pages/Akron-OH/Akron-Summit-County-Public-Library/115243921037?ref=search http://www.facebook.com/search/?flt=1&q=library&o=65&s=10#!/TopekaLibrary?ref=search http://www.facebook.com/search/?flt=1&q=library&o=65&s=10#!/pages/San-Francisco-CA/San-Francisco-Public-Library/25446770608?ref=search Recommendation: Brian Gray's SLIS Workshop on Web 2.0/Social Media: Using Web 2.0 Principles to Become Librarian and Educator 2.0

16. Libraries on Twitter http://twitter.com/Cleveland_PL http://twitter.com/WadsworthOHPL http://twitter.com/columbuslibrary http://twitter.com/nypl http://twitter.com/houstonlibrary http://twitter.com/cincylibrary http://acceleratedbachelordegree.org/100-ways-to-use-twitter-in-your-library/

21. Blogs Blogging Librarie s http://www.blogwithoutalibrary.net/links/index.php?title=Public_libraries Blogging Librarians http://www.problogger.net/archives/2008/01/04/7-types-of-blog-posts-which-always-seem-to-get-links-and-traffic/ What is a blog? http://brandingworkshop.pbworks.com/Blogs

22. Wikis What's a wiki? “ A wiki ( ) is a website that allows the easy creation and editing of any number of interlinked web pages via a web browser using a simplified markup language or a WYSIWYG text editor. ...” http://en.wikipedia.org/wiki/Wiki “ ...a website that allows visitors, often after registering, to gain access, to edit – add to/remove or change – the content. Wikipedia is an example. It can also be used as a form of internal communication between teams in an organization. ” http://www.linguaconnections.eu/Info_Spreading_Word.htm

23. http://www.loudounpedia.org/

24. http://booklovers.pbworks.com/Princeton%20Public%20Library http://www.library.ohiou.edu/subjects/bizwiki/index.php/Main_Page http://librarywikis.pbworks.com/Collaboration+between+Library+Staff+and+Patrons http://www.libsuccess.org/index.php?title=Main_Page http://imlsupnext.wikispaces.com/ www.wadsworthlibrary.com/wplstaff Some library wikis...

25. Build Your Own Wiki http://pbworks.com/content/personal+overview?utm_campaign=nav-tracking&utm_source=Home%20navigation http://www.wetpaint.com/ http://www.zoho.com/wiki/ http://www.mediawiki.org/wiki/MediaWiki

26. Library Podcasts http://www.spl.org/default.asp?pageID=collection_podcasts http://podcast.denverlibrary.org/ http://mountkiscolibrary.podomatic.com/ http://blogs.davenportlibrary.com/reference/category/podcasts/ Library Vodcasts http://www.novi.lib.mi.us/ http://wadsworthlibrary.com http://www.youtube.com/watch?v=0khGVw7fl7U http://www.youtube.com/watch?v=8dIcXMtlsGw

27. Libraries on Flickr http://www.flickr.com/photos/enochprattlibrary/ http://www.flickr.com/photos/lesterpubliclibrary/ http://www.flickr.com/photos/lesterpubliclibrary/