Developing a Pro-Active Public
Relations and Marketing
Program for Your Library

MODULE 1...Involving Library Staff

Having a Pro-active Public Relations and Marketing Program depends on the efforts of the entire library staff, not just one or two individuals. Libraries can start by forming a Marketing Committee with input from all departments. Learn how to effectively use brainstorming techniques to tap the creativity of your employees, to survey customers on their needs and desires, and to practice quality customer service as a marketing tool.

MODULE 2...Developing Action Plans

Having an annual action plan is the first step to being pro-active, but few libraries develop one. Participants will have the opportunity to develop an action plan for the coming year, as well as learn how to develop action plans to promote individual events. Emphasis will be placed on determining action steps ands due dates, assigning responsibility and follow-up to insure all due dates are met.

MODULE 3...Reaching Your Customers

Most libraries know how to reach their audiences through the news media, but how many effectively use specialized media to reach students, young adults, ethnic groups, older Americans, businesses and other audiences? Does your library know if their specialized media publishes a newsletter and how frequently, when is the deadline, who is the newsletter editor and how they want information?

MODULE 4...Developing Messages that Motivate

The most effective marketing programs are based on developing messages that motivate audiences to take action. Participants will learn how to develop motivating messages that highlight benefits and memory hooks. These messages can be used in all marketing efforts: press releases, flyers and brochures, media interviews, outreach activities, as well as when talking one-on-one with customers.

MODULE 5...Increasing Publicity Efforts

Frequently the person who handles marketing and public relations also has several other responsibilities at their library. Participants will learn how to leverage their own publicity efforts as well as where to seek help outside their library. They will also learn how to use nontraditional ways to increase publicity, reach their many audiences, and borrow ideas from their peers.

MODULE 6... Preparing for Media Interviews

Participants will learn how to develop a media policy as well as talking papers on the issues they will face. When a reporter calls they will learn what questions to ask about the interview, how to prepare messages and sound bites, anticipate questions and practicing. Participants will be given easy to use work sheets that will help them prepare for future interviews.

MODULE 7... Dealing Effectively with the News Media

People who serve as spokespersons for their library should practice specific techniques during interviews. Participants will learn the "do's" and "don'ts", including going off-the-record, correcting misstatements, avoiding off-the-wall comments that become your quote, using PUNG and repeating negatives. Participants will also learn the "tricks of the trade" practiced by reporters to get you to say something you will regret later.