What is Public Relations?
The best definition for what public relations is:
The
professional maintenance of a favorable public image by an organization or
person. The state of the relationship between the public and a company or
organization (Yahoo Dictionary: Definition of Public Relations,
2014). So
basically public relations means giving the public a favorable image of a
company or organization and working to keep that image favorable. The way that public relations differs from say advertising, is that public relations attempts to complete its work without spending money for an advertising "spot." This is
done in various ways.
In the past the biggest tool was the press release. "A press release is a short written article produced by a public relations agency or someone within the business or organization. The press release should have enough information included so that the journalist or news outlet has enough material to create their own newsworthy article or bit" (Roos, 2007). The desired effect is that the article will be picked up by a newspaper or newscast, thus giving the public some information about the business or organization. In today's digital age, newspapers do not carry the weight that they used to when they were the place to learn about what was going on in the world. Newscasts seem to focus more on the negative than much positive. Still writing a good press release and having a news article printed in the newspaper is still a great way to get the word out about an event or product.
Another way to get information out to the media is through a media kit. This option is used when a business or organization wants to give the media a quick glance at the entire business or organization. Usually the media kit contains contact information for the organization/business, who the manager is, who else is involved in the business/organization, some press releases detailing some events or products as well as some photos. All this material is placed inside a folder so that the media outlets can keep all the information together and can grab it when needed.
Today, social media is also an excellent way for organizations and businesses to utilize public relations. It does not cost anything to set up an account on Facebook, Twitter, Pinterest, Tumblr or any of the other several social media sites. Someone within the organization can keep updated information flowing to the "followers" with minimal effort. This information can also reach the targeted audience within seconds, instead of waiting for a media outlet to pick up the article or material.
How and Why A Library Can Use Public Relations
Libraries rarely have a large advertising or marketing budget yet often they have many events going on throughout the year that they would like patrons and the public to know about. One way that libraries can utilize public relations is to have someone write a press release about some of the events going on. The press release can be distributed to local publications, radio stations and television stations. Another way to get information out about your library is through a media kit. Media kits can be created and stored away to be distributed when needed. Just make sure that the information contained in the media kit is updated before sharing them with anyone.
Press Releases:
Before writing a press release, however, stop and ask yourself a few questions first. The first one is: Is this news? If you are thinking about writing a press release about your story time that happens every single week and nothing new or exciting is going to happen at story time, then the news outlets probably aren't going to be interested and a press release should not be written. However, if a popular children's author is going to come in and read to the children during story time, then you have some news and a press release would be appropriate. Keep in mind-- NNNR--which means, No News, No Release. Use press releases sparingly for when you really want to promote an event and think that many people will be interested in the event. If you constantly send out press releases to the media on things that are not news, then they will stop reading them and you will lose their help.
The second question is: Who do I want to send this to? A newspaper that contains mostly business news isn't going to be interested in your children's event. However a weekly free paper might love to feature your story. Plus this free paper probably targets your audience (moms and dads of children) more so than the business paper would. Make sure you are sending your releases to those who might utilize them. "The better you define your audience and its needs, the more effective
you'll be in creating programs and services, developing messaging, and
selecting the right communication channels for that message." (Dowd,
"To market, to market.", 2012)
The third question is: Do I know how to write a press release? Even if you have never written a press release, you can do it! Google press release templates and you will find websites that will go over what is necessary for a good press release. Make sure you follow that format, especially for newspapers. Press releases that are written in the proper format are more likely to be published than just an email of information sent out to the media. Another great thing to keep in mind is to write for your audience or KISS- Keep It Short and Simple.
This
"means keeping the customers informed in language they can understand and
listening to them. It may mean that the library has to adjust its language for
different consumers-increasing the level of sophistication with a well educated
one and speaking simply and plainly with a new library patron."
(Cohen, Seaman, & Seay, 1996). Don't use jargon or complex words because the majority of the readers will not understand it. If the reader/reporter doesn't understand it, then the media is less likely to print it for their readers.
Media Kits:
Media kits can be a very valuable tool for libraries to have on hand. Maybe a new reporter is starting with the local paper, what better way to them up to speed than having your information all in one place. Maybe a new media outlet comes to your area, it is great to have something to hand to them with all your information. If any negative thing should happen, having a media kit with a crisis communication plan in place can be extremely helpful (and help eliminate some of the stress).
What should a media kit contain? It should give a brief overview of your library: address with directions if necessary, phone number, email address, website; a brief overview of your staff and board of directors; a list of your social media (for those who might want to follow your library this way); any material that you distribute regularly to patrons: a brochure, newsletter, calendar, etc; demographics of the area that you serve and a generalization of your patrons: ie: "Clarksville serves the village of Clarksville as well as the surrounding townships of Keene, Boston and Campbell. Many patrons use the library for computer and wifi access since high speed internet is difficult to obtain in this rural area." A few brief press releases could also highlight some on going programs that happen in your library. You could also include some up and coming important events but make sure you go through the media kit before handing them out if they have sat for any length of time. You don't want to give the media outdated information that they cannot use and must shift through.
These are just a few ways that libraries can utilize public relations as part of their marketing strategies. One does not need to be a public relations professional in order to use these tools however some time is needed to research the proper way to create both a press release and media kit. A professional image always makes a better impression than something thrown together last minute.
"Nancy Dowd advises libraries to make a social media plan, tailor content
to be fun and visual, and measure response to see what works." (Dowd, "Libraries are
posting, but is anyone listening?", 2013).
Bibliography
Cohen, D., Seaman, S., & Seay, T. (1996).
"Measuring and Improving the Quality of Public Service: A Hybrid
Approach.". Library Trends Winter, 464.
Dowd, N. (2012, September 1). "To market, to
market.". Library Journal, p. 138.
Dowd, N. (2013, June 1). "Libraries are
posting, but is anyone listening?". Library Journal, p. 12.
Google search for What is Public Relations. (2014). Retrieved from Google.
Roos, D. (2007, August 28). How Press Releases
Work. Retrieved from How Stuff Works: <http://money.howstuffworks.com/business-communications/how-press-releases-work.htm>
Yahoo Dictionary: Definition of Public Relations. (2014, March). Retrieved from Yahoo Dictionary:
http://dictionary.search.yahoo.com/search;_ylt=A0LEViHNux1T7loAIZIPxQt.;_ylu=X3oDMTBsa3ZzMnBvBHNlYwNzYwRjb2xvA2JmMQR2dGlkAw--?p=public%20relations&.sep=
I think it's very important for libraries to take the initiative to construct press releases and send them to newspapers, and to foster a relationship with the reporter who is on the city beat. At most newspapers (speaking from experience as a former student of journalism/intern), libraries don't have their own beat, so they're often ignored by the city reporter in favor of stories about other local government issues. The reporter's contacts for the beat are typically all at city hall, so library news frequently gets overlooked unless the library itself is willing to reach out and put in the effort to make regular contact with the reporter. I'm also in complete agreement with you that libraries must recognize what is and isn't newsworthy. A tip about the weekly book club that's been meeting for two years is going to get overlooked, but a story about a newly-introduced program, a new technology lab or a guest speaker is much more likely to get published.
ReplyDeleteI think sometimes we get so excited about what we have happening in our libraries that we forget to stop and think about what is news. That is just one of the many "PR Rules" that I learned long ago in my PR writing class!
DeleteKerry Fountain
I agree with Lindsey in the importance of building that relationship with the local press. Offering reporters a media kit is a great idea, as well. To be honest, I haven't heard of a media kit before for a library, but it's a great thing to keep handy for sure after reading the posting.
DeleteWe don't have a media kit for our libraries either but I think it would be a great tool to use. I am hoping to be able to incorporate some new ideas soon .
DeleteMy library system, St. Louis County Library, has an excellent Communications Department. We have a strong online presence through our website and social media accounts. We also have radio commercials and print releases to promote Summer Reading Club and various events. Public Relations can also be present on a smaller, more intimate level. Something as simple as keeping your circulation desk well-stocked with flyers and bookmarks, or keeping your display wall well-organized and up to date are good ways to establish positive PR.
ReplyDeleteWhat a great advantage of working in a larger organization. We do not have a communications department....so we rely on each other to get the word out. Having enough flyers and brochures are huge for the circulation desk. We are the best place to help spread the word!
DeleteKerry
A good point that is brought up here, and reiterated by Lindsey, has to do with the value of getting the news out about new programs and technology that are being introduced to a library. Once people become aware of some of these programs, the demand skyrockets, even if the program has been around for a while. One of the libraries I work at did a good job of promoting a 'lawyers at the library' program where patrons could sign up for a 15 minute free consultation with a lawyer covering various topics. Simply using tons of colorful flyers and prominent promotion on the library webpage, there are now long wait lists for this program!
DeleteSarah
For our last project, I visited a library that was facing possible closure due to lack of funding and lack of support from its community. The community felt that the library was irrelevant and outdated, and was not willing to invest tax dollars into an adequate operating budget. Public Relations activities like press releases are a great opportunity to tell your community not only what is going on at the library, but why the library is still a vital and important part of a community. More PR would have gone a long way to help this library with its image, but I think the head librarian was so understaffed and overwhelmed that she had little time for this kind of thing.
ReplyDeleteMy library is lucky to be large enough to have its own marketing department. I learned that for smaller libraries, the head librarian and other staff are often called upon to perform PR and marketing activities to advocate for their library. The library I visited that was in crisis taught me how important it is to be constantly active in promoting a library’s image to make sure a tax payers continue to be aware of the library and perceive the library as an important part of the community.
How sad to be faced with such a crisis! It is very hard to work in a small library as we must all be willing to step in where ever needed. I volunteered to start writing a monthly what is going on at the library article. I had a difficult time getting the newspapers to print it. As soon as I started writing it in press release form, it has been printed by at least half the papers every single time. It takes time and effort. How sad that the community doesn't value their library. I bet they do once it is gone.
DeleteFor libraries with tight staffing budgets, the webmaster certainly might be the one for writing other public communications like FB posts and press releases without too much added responsibility.
DeleteI like how you mentioned the Media Kits. Often times, libraries are misrepresented in newspapers, so it's important that when a new reporter comes on the scene they have a chance to hear the full story. I also think the library needs to be proactive with any bad PR and tell their side of the story.
ReplyDeleteConsidering that most social media is free advertising, all libraries should be involved in getting "with it." It is important that all of their physical marketing collateral is clearly marked with how to follow them on free sites.
ReplyDeleteI really liked your tips on when to send out a press release but frankly, I can't remember the last time I picked up a newspaper. However, I read every post my library puts up on Facebook. What tips would you have for libraries seeking to use social media as their primary outlet for public relations? You also mentioned having a crisis plan in place for a negative public relations situation. What tips would you have for libraries facing a social media snafu?
ReplyDeleteI have to mention that my local library used to promote in the local newspaper quite frequently. However, it seemed that the paper was ALWAYS getting something wrong (names, dates of programs, locations, etc). It became quite a battle between the librarians and the newsmen. I think the older population are very likely to find their local library programming in the newspaper. It was perfect for advertising our gardening classes and financial planning classes. But the newspaper would not be a good place to advertise teen programming.
ReplyDeleteThe library that I work in is in a community of 13, 000. We are fortunate that there is a local, daily newspaper (with a good online presence) and several radio stations. The library has a monthly radio spot where we bring the latest library news/events to the popular "Morning Coffee" listeners. I am frequently on there promoting children/teen events/news. (Another first for me when I took the job...radio spots!) I also wrote my first press release, to promote summer reading activities, my first week of working in the library. My director does a good job of using press releases to promote events but avoids boring the public with library minutiae.
ReplyDeleteHowever, we have more work to do. A recent city wide survey showed us we have lots of citizens that have never been to the library and many that have but are not library card holders. We need "buy-in" of our mission. Thanks for the timely, informative blog to encourage us!