Page 73 - DLIS101_LIBRARY_AND_INFORMATION_SOCIETY

Library and Information Society

Notes 6.3 Public Relations

Marketing is customer oriented and has a primary purpose of selling a product. PR concentrates
more on selling the library as a whole, developing a corporate identity or image, and disseminating a
clear message to the community about library mission and goals. Marketing audits and market research
are useful in the development of a corporate identity, and careful planning is required. Larger libraries
may have separate PR departments and budgets.
Glossary of Marketing Definitions from IFLA defines public relations as “the form of communication
management that seeks to make use of publicity and other non-paid forms of promotion and
information to influence feelings, opinions or beliefs about the agency/library and its offerings.
This is a traditional form of communication for library management, as paid advertising media is
rarely used.”
The same methods used in marketing are used in public relations to let people know who and what
you are and to build relationships with the media. Examples include press releases, newsletters,
brochures, annual reports, or well-designed publications. Plans may include:
• Establishing favorable press relations to get news out about the library on a regular basis.
• Creating publicity for specific services and resources and to create and maintain awareness of
library capabilities in the community.
• Representing the library and participating in community planning and organizations, to es-
tablish the library as a player in community development.
• Establishing regular communications channels to promote an understanding of your organi-
zation internally and externally.
• Maintaining awareness of laws and regulations that affect libraries and lobbying to ensure
legislation that helps libraries provide effective services.
• Watching for community and national trends and issues that impact the library’s image, and
informing library administrators.
Not everyone loves libraries! Not everyone uses libraries or finds them worthy of funding. Sometimes
successful public relations involve overcoming negative attitudes.
Advertising involves a purchase from a media source (newspaper, TV station, web marketer).
Libraries can prepare their own advertising and pay for placement, or pay to have the advertising
materials developed by the media retailer. Public relations more often relies on free publicity instead,
and some libraries have a policy of using only free publicity.

PR and Library Image
PR helps establish the library’s image and position within the community. Public libraries “provide
services and programs that support literate, productive, and informed communities” in these ways:
• Libraries are great places for kids.
• Libraries bridge the “information divide.”
• Libraries protect our right to know.
• Libraries connect people with ideas, information and each other.
• Libraries are for everyone.
• Libraries are a shared community resource.
• Libraries support lifelong learning.
• Libraries support a productive workforce.
• Libraries are community information centers.

68 LOVELY PROFESSIONAL UNIVERSITY