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PR Toolkit for Librarians
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Public Relations Toolkit for Librarians

Librarians are under increasing pressure to connect with the media and to create publicity that will attract attention, create interest, and win support for their libraries and programs. We have compiled this “toolkit” of resources specifically for librarians who need to get a handle on developing effective publicity, defining who their audience is, creating publicity goals, and developing a swarm of interest from their community.

Categories of Links:

            - Academic Libraries

            - Medical Libraries

            - Public Libraries

            - School Libraries

            - Special Libraries

 

Actual Public Relations Events and Sample Materials

 

Association of College & Research Libraries: Marketing @ Your Library
http://www.ala.org/ala/acrl/acrlissues/marketingyourlib/marketingyour.htm
Includes a listing of best practices from marketing award winners.

Friends of Libraries U.S.A.: Best Ideas from Friends, 1995-1999
http://www.folusa.org/html/best4.html
Includes the best ideas in a number of categories, including advocacy and public relations, book sales, fundraising, and more.

Idea Gallery from OhioLINK
http://www.ohiolink.edu/ostaff/marketing/gallery/
See examples of actual promotional bookmarks, brochures, displays, posters, press releases, videos, and more.

Image Database of  Library Promotion Tools
http://bidoc.ub.es/pub/matpromo/
View pictures of promotional tools and learn who used them. The best way to search this database is to click on “Simple search” and then browse the index.

National Library Week
http://www.ala.org/ala/pio/campaign/nlw/NLW.htm
Includes a sample PSA, a sample press release, and a sample letter to the editor.

Sample Marketing Plans
http://www.nsls.info/marketing/plans.html
View sample plans and submit your plan for inclusion.

Success Stories from the Field
http://www.elsevier.com/framework_products/promis_misc/libraryconnectvol2.pdf
These libraries have thrown a part, held a marketing competition, taken their training to end-users, and staged an open house. Read the article for more details.

Awards and Grants for Public Relations Efforts

AALL/West Excellence in Marketing Award
http://www.aallnet.org/about/award_eim.asp
“Honors outstanding achievement in public relations activities by an individual, a group of individuals, a library, a Chapter, an SIS, a Consortium, a Caucus, or any other group affiliated with the” American Association of Law Libraries. Webpage includes a listing of previous winners.

Creative Promotions Award from the Medical Library Association, 2005
http://www.mlanet.org/resources/nml-month/2005/creative05.html
Honors the best promotional ideas that celebrate National Medical Librarians Month.

FOLUSA (Friends of Libraries U.S.A.)/Baker & Taylor Awards 2006
http://www.folusa.org/resources/baker-taylor.php 
”The @ your library® Campaign Award will honor the Friends group that has made the most creative use of the campaign logo and/or slogan during the 2005 calendar year. The Outstanding Friends Group Awards (two awards of $2,000 each) will be given based on outstanding activities by a Friends group during the year 2005. Friends groups of all types (public library, school, academic, etc.) are eligible to enter.”

FOLUSA (Friends of Libraries U.S.A.) Best Friends Awards
http://www.folusa.org/resources/best-friends.php 
Click on the link under the award’s name for more information.

Scholastic Library Publishing National Library Week Grant, 2006
http://www.ala.org/Template.cfm?Section=awards&template=/ContentManagement/ContentDisplay.cfm&ContentID=106728
The Scholastic Library Publishing National Library Week grant will award $5,000 to a single library for the best public awareness campaign during National Library Week 2006.  All types of libraries and library organizations are welcome to apply. 

Library Public Relations Awards
http://www.aallnet.org/committee/pr/eim/other.htm
Includes a listing of links to awards that are available from ALA, SLA, IALL, and IFLA 3M.

Bibliographies of Public Relations Materials

Additional Resources: Library Advocacy & Marketing
http://www.elsevier.com/framework_products/promis_misc/libraryconnectvol3.pdf
Page 9 includes a listing of books, articles, and websites on library advocacy and marketing.

Marketing: Sources for Marketing Information and Library Services
http://dis.shef.ac.uk/sheila/marketing/sources.htm
This is a bibliography of marketing books and articles.

Downloadable Public Relations Materials

@ your library logos
http://www.ala.org/ala/pio/campaign/downloadlogos/Download_Logos.htm
Download @ your library logos in multiple languages.

ALA’s PR Tools and Resources
http://www.ala.org/ala/pio/campaign/prtools/prtoolsresources.htm
Download photos, artwork, brochures, and videos. Read and capture sample press materials and find quotes and facts for use in them. Includes materials for the @ Your Library campaign. Includes some materials in Spanish.

Ask-A-Librarian Promotional Posters
http://www.ask-a-librarian.org/press.cfm
Includes three stylish promotional posters that can be downloaded.

Community Advocacy and Awareness
http://www.oclc.org/advocacy/default.htm
Includes advertisements that academic and public libraries can use.

Gale’s Free Resources
http://www.galegroup.com/free_resources/marketing/index.htm
Gale provides bookmarks, posters, fliers, print ads, thank you cards, radio scripts and other marketing pieces organized by type of library – academic, public, school, hospital, law, and military. They also provide tips on how to market your library. Includes Spanish bookmarks for public and school libraries.

Lexis Nexis National Library Week Toolkit
http://www.lexisnexis.com/infopro/training/toolkits/
Includes bookmarks and games that can be used to promote libraries.

LibraryClipArt.com
http://www.libraryclipart.com/
These are free library-related images. There is a limit of one image per person per month.

Library Media & PR Articles
http://www.ssdesign.com/librarypr/past.html
Provides numerous ideas and downloadable public relations materials.

Library Media & PR Toolbox
http://www.ssdesign.com/librarypr/toolbox.html
Includes bookmarks, images, and banners that incorporate the @ Your Library campaign.

Medical Library Association
http://mlanet.org/resources/nml-month/index.html
Includes sample promotional giveaways, brochures, flyers, and displays that are often appropriate for any type of library.

Project 12
http://www.ilsdo.org/project12/step1.html
Includes customizable promotional cards, bookmarks, table tents, posters, and screen savers.

Vendors’ Promotion & Publicity Sites
http://www.ohiolink.edu/ostaff/marketing/resources.html#vendor
Includes links to materials from AccuNet/AP Multimedia Archive, BioMed Central, the Center for Research Libraries, EBSCOhost, Encyclopedia Brittanica, LexisNexis, NetLibrary, Oxford English Dictionary, Oxford Reference Online, First Search/WorldCat, Public Library of Science, RLG, and Thompson ISI.

Why Libraries Matter: A Story Long Overdue
http://www.lcls.org/news.aspx?nID=98
This downloadable book is available free to all public libraries and elementary schools in North America to use on their websites. It is a “charming tale, told in rhyming verse, of a young girl who shows her family and neighbors how important the library is to them and their community.”

Highly Useful General Public Relations Sources

Association of College & Research Libraries: Marketing @ Your Library
http://www.ala.org/ala/acrl/acrlissues/marketingyourlib/marketingyour.htm
Includes links to a discussion list, artwork, advertisements, and a toolkit. Also includes information on creating a marketing plan and a listing of best practices from marketing award winners.

@ your library: The Campaign for America’s Libraries
http://www.ala.org/ala/pio/campaign/campaignamericas.htm
Provides links to resources for the Academic and Research Library Campaign, the School Library Campaign, the Public Library Campaign, and the World Campaign. Also links to downloadable logos.

The Communication Plan Workbook
http://www.ohiolink.edu/ostaff/marketing/workbook.pdf
”The Communication Plan Workbook is a step-by-step guide to creating a successful communication plan for your library. To be effective, it must be customized to reflect the challenges, goals and trends that affect your individual library. Activities are suggested at the end of each section in order to stimulate this process.”

Community Advocacy and Awareness
http://www.oclc.org/advocacy/default.htm
Includes advertisements that academic and public libraries can use.

Creating a Customized Research @ your library Poster
http://www.ohiolink.edu/ostaff/marketing/howtoresearchposter.pdf
Walks you through all of the steps of a poster project.

Facts about Libraries
http://www.ala.org/ala/librariesandyou/libraryfacts/factsaboutli.htm
Need to know how many people use libraries, what the biggest libraries are, or what people think of libraries?

Keeping It Simple: Marketing @ your library
http://www.nsls.info/marketing/keepingsimple.html
Includes tips on writing a marketing plan, using print materials to promote and enhance your library’s image, communicating with the media, and developing partnerships.

Library and Information Services Marketing
http://clips.lis.uiuc.edu/2003_09.html
Includes helpful lists of ideas and tips for a variety of marketing topics and library environments. Compiled and annotated in 2003 by Marianne Steadley with assistance from Chuck Gray.

Marketing Ideas for Libraries
http://www.owlsweb.info/l4l/market.asp
Includes ideas on advertising, customized access, scavenger hunts, and more.

National Library Week
http://www.ala.org/ala/pio/campaign/nlw/NLW.htm
Includes programming ideas.

Web Junction: Marketing
http://webjunction.org/do/Navigation?category=393
Includes tips on creating newsletters and speakers’ bureaus and an essay on what libraries can learn from bookstores. Also includes marketing guidelines, advocacy tips, and ideas for marketing to culturally diverse groups.

Media Relations Resources

The Anatomy of a Press Release
http://www.ssdesign.com/librarypr/content/f4pr.shtml
Includes a sample press release and links to more ideas.

A Communication Handbook for Libraries
http://www.ala.org/ala/pio/availablepiomat/commhandbook.htm
A must-have resource for librarians needing practical advice on using various forms of media to cover library events and news.

Keeping It Simple: Marketing @ your library
http://www.nsls.info/marketing/keepingsimple.html
Includes tips on communicating with the media.

Media Map: Creating a Media Relations Strategy
http://www.arl.org/sparc/bm~doc/MediaMap.pdf
Includes sections on packaging and selling your message, the interview process, building valuable relationships, crisis communications, and avoiding common pitfalls.

Public Relations Periodicals Online

The Library Information Paper
http://www.friendcalib.org/newsstand/f1pr.htm
Subscriptions are $30 per year. Each issue has numerous public relations ideas.

Library Media & PR Articles
http://www.ssdesign.com/librarypr/past.html
Provides numerous ideas and downloadable public relations materials.

Marketing Library Services
http://www.infotoday.com/MLS/jan01/mcdonald.htm

Marketing Treasures
http://www.chrisolson.com/marketingtreasures/

Spectrum PR Column
http://www.aallnet.org/committee/pr/PRcolumn/index.html
Though produced by the American Association of Law Libraries, many of these articles are useful for any type of library.

Free Online Public Relations Training

Designing and Marketing Your Programs, Free Management Library’s On-Line Nonprofit Organization Development Program Module #7
http://www.managementhelp.org/np_progs/mkt_mod/market.htm
This self-paced module by Carter McNamara “also includes development of basic advertising, public and media relations, sales, and ‘customer’ service plans.”

Marketing the Library
http://www.olc.org/marketing/
“Web-based training for public libraries. Six self-paced library marketing training modules, resources, examples, quizzes and exercises. Create market plans.”

Public Relations Resources by Type of Library

- Academic Libraries

Association of College & Research Libraries: Marketing @ Your Library
http://www.ala.org/ala/acrl/acrlissues/marketingyourlib/marketingyour.htm
Includes links to a discussion list, artwork, advertisements, and a toolkit. Also includes information on creating a marketing plan and a listing of best practices from marketing award winners.

Community Advocacy and Awareness
http://www.oclc.org/advocacy/default.htm
Includes advertisements that academic and public libraries can use.

Gale’s Free Resources
http://www.galegroup.com/free_resources/marketing/index.htm
Gale provides bookmarks, posters, fliers, print ads, thank you cards, radio scripts and other marketing pieces organized by type of library – academic, public, school, hospital, law, and military. They also provide tips on how to market your library.

Welcome to the Academic and Research Library Campaign @ your library
http://www.ala.org/ala/pio/campaign/academicresearch/academicresearch.htm
Includes a toolkit and other resources for the Academic and Research Library Campaign.

- Medical Libraries

Gale’s Free Resources
http://www.galegroup.com/free_resources/marketing/index.htm
Gale provides bookmarks, posters, fliers, print ads, thank you cards, radio scripts and other marketing pieces organized by type of library – academic, public, school, hospital, law, and military. They also provide tips on how to market your library.

Medical Library Association
http://mlanet.org/resources/nml-month/index.html
Includes sample promotional giveaways, brochures, flyers, and displays that are often appropriate for any type of library.

- Public Libraries

Community Advocacy and Awareness
http://www.oclc.org/advocacy/default.htm
Includes advertisements that academic and public libraries can use.

Gale’s Free Resources
http://www.galegroup.com/free_resources/marketing/index.htm Gale provides bookmarks, posters, fliers, print ads, thank you cards, radio scripts and other marketing pieces organized by type of library – academic, public, school, hospital, law, and military. They also provide tips on how to market your library. Includes Spanish bookmarks for public and school libraries.

The Smartest Card
http://www.pla.org/ala/pla/plaissues/smartestcardcampaign/smartestcardcampaign.htm
Includes a toolkit and other resources for The Smartest Card campaign.

Why Libraries Matter: A Story Long Overdue
http://www.lcls.org/news.aspx?nID=98
This downloadable book is available free to all public libraries and elementary schools in North America to use on their websites. It is a “charming tale, told in rhyming verse, of a young girl who shows her family and neighbors how important the library is to them and their community.”

- School Libraries

Welcome to the School Library Campaign @ your library
http://www.ala.org/ala/pio/campaign/campaignamericas.htm
Provides a toolkit and other resources for the School Library Campaign.

Gale’s Free Resources
http://www.galegroup.com/free_resources/marketing/index.htm
Gale provides bookmarks, posters, fliers, print ads, thank you cards, radio scripts and other marketing pieces organized by type of library – academic, public, school, hospital, law, and military. They also provide tips on how to market your library. Includes Spanish bookmarks for public and school libraries.

Ideas for Promoting Your School Library
http://www.libraryavenue.com/id29.htm
Includes a wide variety of good ideas.

Why Libraries Matter: A Story Long Overdue
http://www.lcls.org/news.aspx?nID=98
This downloadable book is available free to all public libraries and elementary schools in North America to use on their websites. It is a “charming tale, told in rhyming verse, of a young girl who shows her family and neighbors how important the library is to them and their community.”

- Special Libraries

Marketing the Information Center
http://www.factiva.com/infopro/resource.asp?node=menuElem1103
In addition to a sample marketing plan and marketing letter to new hires, this Word document from Factiva also includes a list of additional reading materials and ideas for finding time and money and marketing ideas and techniques.

Promoting Special Libraries
http://www.libsci.sc.edu/bob/class/clis724/SpecialLibrariesHandbook/promoting.htm
Aimee Berry’s lengthy paper asks the questions that you’ll need to answer to have a successful promotional campaign.

 


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