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COMMUNICATION & PUBLIC RELATIONS<br />When Books Undergo Heart Transplant:<br />Beating Beyond the Walls of the Library<br...
Reinforce who you are. <br />Elevate the value of verbal and non-verbal communication in building your reputation and esta...
When Books Undergo Heart Transplant:<br />Beating Beyond the Walls of the Library<br />
The Normal Heartbeat The Role of the Library vis-à-vis The Role of the Information Center <br />
What is a library? <br />A collection of :<br />Information<br />Sources<br />Resources<br />Services<br />(traditional) B...
What is an information center? <br />Corporate identity – corporate image bridge <br />Public relations<br />Management of...
What is the nature of information? <br />Book definition: knowledge derived from study, experience, or instruction <br />A...
What then distinguishes one from the other?<br />Library <br />(Active information to) Passive / Inanimate information (to...
 The Faltering Heartbeat:The Threats to the Life of a Library <br />
Challenge:<br />Rise of alternative sources of information <br />Information Communication Technology<br />Internet<br />S...
The Book and Its Hearts<br />Heart of the author  <br />The fueling passion / reason / interest of the author / publisher ...
The Heart Transplant:The Library and Its Fresh  Responsibilities<br />
Have books lost their hearts? <br />No, but it is survived by an ailing one. <br />The Greater Challenge: Facilitate Lifel...
Beating Beyond the Walls:‘Dynamizing’ the Library’s Role in the Community<br />
3 Hearts Beating as One <br />Establishing community relations <br />Identification of strengths<br />Identification of th...
Choose a partner.<br />Choose book that best represents your mutual interest. <br />Based on the discussion on “active” an...
PART II<br />Embracing Communication & PR:<br />A Kiss at Enhancing Your Likeability-Factor<br />
Communication <br />Transmission of thoughts from one mind to another. <br />Consists of writing, reading, speaking and li...
Communication Process<br />Sender – primary source / secondary recipient <br />Receiver – primary recipient / secondary so...
Psychological Noise Exercise <br />
Psychological Noise Exercise <br />
Communication: Verbal<br />The Voice <br />Voice quality – “timbre” / “tone” (affected by emotion)<br />Breathy / Full / C...
You break my heart (depressed)<br />What a face (disgusted) <br />Oh my god (in shock) <br />Will you marry me (desperate ...
You make my life complete (depressed)<br />I will terribly miss you. Rest in peace. (overjoyed) <br />Stop. Please, don’t ...
Gestures <br />Hands / Shoulders / Hips<br />Finger pointing <br />Judo chop / Penguin flap  <br />Bodily Movements <br />...
Facial expression, first; Gestures, second<br />Hunger<br />Thirst<br />Love<br />Passion<br />Seduction<br />Death <br />...
Listening – hearing with a purpose of understanding<br />Hearing – an unintentional receipt of sound <br />http://www.yout...
Begins with willingness to participate completely in a communicative situation <br />Stimulates better communication betwe...
Attention Factor <br />Normal hearing but ears are not alert <br />Auditory Discrimination <br />Screen messages based on ...
Looks (smell) <br />The tone / pitch <br />The rate  <br />The language <br />Biases / Preferences <br />Communication Roa...
<ul><li>http://www.youtube.com/watch?v=59O7NmCjY-I</li></ul>Seeing yourself beyond who you are and what you do; identifyin...
Media relations <br />Community relations<br />Crisis management<br />Customer relations<br />Employee relations<br />Gove...
Likeability <br />Ability to create positive attitudes in other people through the delivery of emotional and physical bene...
Likeable people bring out the best in others<br />Likeable people get recognized <br />Likeable people outperform <br />Li...
L-Factor: Elements <br />
Friendliness <br />Communicating welcome <br />Relevance <br />Being important; Inherent “assisting” qualities <br />Empat...
http://www.youtube.com/watch?v=jvHKjDKY_O8<br />L-Factor Self-Assessment <br />Exercise: ‘Finding your likeable self’<br />
Friendliness <br />Observe no unfriendliness <br />Develop a friendly mind-set<br />Communicate friendliness <br />Relevan...
Empathy <br />Show an interest in how others feel<br />Experience others’ feelings<br />Respond to others’ feelings <br />...
(Communication & PR) When Books Undergo Heart Transplant: Beating Beyond the Walls of the Library
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(Communication & PR) When Books Undergo Heart Transplant: Beating Beyond the Walls of the Library

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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.

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(Communication & PR) When Books Undergo Heart Transplant: Beating Beyond the Walls of the Library

  1. 1. COMMUNICATION & PUBLIC RELATIONS<br />When Books Undergo Heart Transplant:<br />Beating Beyond the Walls of the Library<br />Embracing Communication & PR:<br />A Kiss at Enhancing Your Likeability-Factor<br />By MARK RAYGAN E. GARCIA<br />Director Office of Information and Publications<br />Silliman University<br />
  2. 2. Reinforce who you are. <br />Elevate the value of verbal and non-verbal communication in building your reputation and establishing relationships.<br />Re-familiarize yourself with the who’s and the what’s that matter to you in relation to your organization. <br />Raise your L-factor. <br />Objectives<br />
  3. 3. When Books Undergo Heart Transplant:<br />Beating Beyond the Walls of the Library<br />
  4. 4. The Normal Heartbeat The Role of the Library vis-à-vis The Role of the Information Center <br />
  5. 5. What is a library? <br />A collection of :<br />Information<br />Sources<br />Resources<br />Services<br />(traditional) Books <br />
  6. 6. What is an information center? <br />Corporate identity – corporate image bridge <br />Public relations<br />Management of internal and external communication of an organization to create and maintain a positive image <br />Media relations<br />Development and management of relationship with the tri-media <br />Advertising<br />A form of communication which purpose is to inform potential customers about products ad services and how to use and obtain them. <br />Emphasis: Creativity <br />Publications <br />Institutional<br />Academic / Research<br />Student publications <br />
  7. 7. What is the nature of information? <br />Book definition: knowledge derived from study, experience, or instruction <br />Assessment: DEAD until made use of <br />Can an information center be a library?<br />Yes. <br />Can a library be an information center? <br />Yes.<br />
  8. 8. What then distinguishes one from the other?<br />Library <br />(Active information to) Passive / Inanimate information (to active) <br />Information Center<br />Active information to passive / inanimate information (to active) <br />
  9. 9.  The Faltering Heartbeat:The Threats to the Life of a Library <br />
  10. 10. Challenge:<br />Rise of alternative sources of information <br />Information Communication Technology<br />Internet<br />Search engines (Google, Yahoo!)<br />YouTube <br />Wikipedia<br />Blogging<br />Television <br />Radio <br />Declining appreciation for reading <br />Increasing preference for online sources<br />Lifestyle <br />
  11. 11. The Book and Its Hearts<br />Heart of the author <br />The fueling passion / reason / interest of the author / publisher in coming out with it<br />Heart of the library <br />The cataloguing process: manifestation of prioritization?<br />Heart of the Reader<br />The benefit / value the reader expects to derive from it<br />
  12. 12. The Heart Transplant:The Library and Its Fresh Responsibilities<br />
  13. 13. Have books lost their hearts? <br />No, but it is survived by an ailing one. <br />The Greater Challenge: Facilitate Lifelong Learning <br />Volt in! <br />Partner with the information center<br />Become an information center <br />Library + Information Center = Lifelong Learning <br />Lifelong learning defined (International Federation of Library Associations and Institutions): <br />All purposeful learning activity undertaking on an ongoing basis with the aim of improving knowledge, skills and competence.<br />“Cradle to grave” learning <br />
  14. 14. Beating Beyond the Walls:‘Dynamizing’ the Library’s Role in the Community<br />
  15. 15. 3 Hearts Beating as One <br />Establishing community relations <br />Identification of strengths<br />Identification of thrusts<br />Identification of market segments (clients) and their respective needs<br />Direct Beneficiary-Partner <br />Facilitator-Partner <br />Alignment of strengths and thrusts with market segments’ profile/needs <br />Do not just respond to the demand—create the demand! <br />Assume and engage curiosity <br />
  16. 16. Choose a partner.<br />Choose book that best represents your mutual interest. <br />Based on the discussion on “active” and “inactive” information, sell the book to the group.<br />The group will rate you (3 = highest; 1 = lowest). Ratings will be tabulated. <br />Highest wins. <br />Lowest will prepare a belly-dance number. (http://www.youtube.com/watch?v=YamDoDK71Ds)<br />EXERCISE<br />
  17. 17. PART II<br />Embracing Communication & PR:<br />A Kiss at Enhancing Your Likeability-Factor<br />
  18. 18. Communication <br />Transmission of thoughts from one mind to another. <br />Consists of writing, reading, speaking and listening <br />Public Relations <br />Building favorable reputation through publicity at least cost. <br />Note: <br />-communication is a vital element in PR. <br />- PR is one of the desired results of communication<br />Definition <br />
  19. 19. Communication Process<br />Sender – primary source / secondary recipient <br />Receiver – primary recipient / secondary source<br />Message – verbal / non-verbal <br />Internal barriers – psychological noise (see next slide)<br />External barriers – physical noise <br />
  20. 20. Psychological Noise Exercise <br />
  21. 21. Psychological Noise Exercise <br />
  22. 22. Communication: Verbal<br />The Voice <br />Voice quality – “timbre” / “tone” (affected by emotion)<br />Breathy / Full / Chesty / Thin <br />Voice levels – pitch <br />Voice Intensity – loudness or softness <br />Effusive / Expulsive / Explosive <br />Rate of speech – speed <br />Pronunciation <br />
  23. 23. You break my heart (depressed)<br />What a face (disgusted) <br />Oh my god (in shock) <br />Will you marry me (desperate voice)<br />I want more, please (sexy voice) <br />Crispin, Basilio… angmgaanakko (confused)<br />EXERCISES: Interpretation <br />
  24. 24. You make my life complete (depressed)<br />I will terribly miss you. Rest in peace. (overjoyed) <br />Stop. Please, don’t rape me. Help. (undecided)<br />I want you out of my life. (sexy voice) <br />Forgive me, high heavens, for I have sinned. (seductive) <br />EXERCISES: Interpretation <br />
  25. 25. Gestures <br />Hands / Shoulders / Hips<br />Finger pointing <br />Judo chop / Penguin flap <br />Bodily Movements <br />Change in position from one place to the other <br />Proximity <br />Facial Expression <br />Eyes, eye brows, lips <br />Communication: Non-Verbal<br />
  26. 26. Facial expression, first; Gestures, second<br />Hunger<br />Thirst<br />Love<br />Passion<br />Seduction<br />Death <br />Horror <br />EXERCISES: Interpretation 2<br />
  27. 27. Listening – hearing with a purpose of understanding<br />Hearing – an unintentional receipt of sound <br />http://www.youtube.com/watch?v=2b90e0W8omc&feature=related<br />Listening vs Hearing <br />
  28. 28. Begins with willingness to participate completely in a communicative situation <br />Stimulates better communication between parties involved <br />Contributes to and promotes better responses <br />Assists in understanding what is being said<br />Enables reaction to what is said <br />Good Listening<br />
  29. 29. Attention Factor <br />Normal hearing but ears are not alert <br />Auditory Discrimination <br />Screen messages based on quality, pitch, loudness and rate <br />Listening Comprehension <br />Translating and interrelating sounds, quality, pitch, loudness and rate into thought symbols <br />Stages of Listening <br />
  30. 30. Looks (smell) <br />The tone / pitch <br />The rate <br />The language <br />Biases / Preferences <br />Communication Roadblocks<br />
  31. 31. <ul><li>http://www.youtube.com/watch?v=59O7NmCjY-I</li></ul>Seeing yourself beyond who you are and what you do; identifying with the organization<br />Understanding <br />Who you are? <br />What your organization stands for?<br />The mutual link between you and the organization.<br />Your representational value <br />Elevating Communication to PR <br />
  32. 32. Media relations <br />Community relations<br />Crisis management<br />Customer relations<br />Employee relations<br />Government affairs<br />Industry relations<br />Media relations<br />Publicity<br />Speech-writing<br />Visitor relations<br />Public Relations Basics <br />
  33. 33. Likeability <br />Ability to create positive attitudes in other people through the delivery of emotional and physical benefits <br />Consider:<br />Life is determined by other people’s choices <br />Recognition is a human need <br />Two-way, Mutual benefit <br />L-Factor: Definition <br />
  34. 34. Likeable people bring out the best in others<br />Likeable people get recognized <br />Likeable people outperform <br />Likeable people overcome life’s challenges<br />Likeable people enjoy better health <br />L-Factor: Benefits <br />
  35. 35. L-Factor: Elements <br />
  36. 36. Friendliness <br />Communicating welcome <br />Relevance <br />Being important; Inherent “assisting” qualities <br />Empathy (vs Sympathy)<br />Receiving end immersion; intent to connect <br />Realness <br />Consistency; inherent values; genuineness <br />L-Factor: Elements <br />
  37. 37. http://www.youtube.com/watch?v=jvHKjDKY_O8<br />L-Factor Self-Assessment <br />Exercise: ‘Finding your likeable self’<br />
  38. 38. Friendliness <br />Observe no unfriendliness <br />Develop a friendly mind-set<br />Communicate friendliness <br />Relevance <br />Identify your frequent contact circle <br />Connect with others’ interests<br />Connect with others’ wants and needs<br />Raising your L-Factor (1-2) <br />
  39. 39. Empathy <br />Show an interest in how others feel<br />Experience others’ feelings<br />Respond to others’ feelings <br />Realness<br />Be true to yourself<br />Be true to others<br />Share your realness <br />Raising your L-Factor (2-2)<br />

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