ukm image building and library promotion

PROMOSIPERPUSTAKAAN

Abu Bakar SuleimanPensyarah Kanan

Fakulti Pengurusan MaklumatUiTM Puncak Perdana

Image Building and Library Promotion

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IntroductionImage Building and Library


The image of the libraries and information professionals are not impressive as compared to other professions.

Following are some of the clichés or outmoded reputations and old stereotypes associated with the professions:

o Deploredo Ignoredo Laughed off


o Silence image (boring, inactive, and non-proactive)

o As a monumento I didn’t know the library had that...etc..


Lack of effective communication about what libraries have has resulted in public misunderstanding and disinterest.

Libraries are non-profit organizations and so is difficult to attract users as they do not have any special ‘product’ to offer to the public. What they have are services that some people might find they can do without!

Library Public RelationsImage Building and Library

In any organization, there is always a specific department that handles PR’s work. It exists on its own as a separate entity and plans or conducts its own PR programs for the parent organization.

In a library environment, all units are somehow engaged in PR work and it must be accepted as an integral part of the library’s total program, which involves all staff members.

PR is everybody’s job!

Library Public RelationsPR In The Library

Include:

o Individual’s personal PR.o Selling of oneself – one’s ideas both inside

and outside of the library.o Preventive PR – anticipate problems before

they become PR trouble areas.


The day to day operations of a library involves a lot or PR – eg: Acquisition Department with suppliers; Circulation Department with users etc…

Therefore goal setting is important in library’s PR programs. Whatever type of activities to be carried out by any one type of library, it should first match with the library’s objectives and mission.


Why Library PR?

o To ensure the maximum number of people know of the existence of our libraries.

o Where they are located?o What do libraries have to offer?o What do libraries do?o How can libraries help users get information?o To inform public and constantly keep them informed of

the library’s daily activities or special events etc.


Who Are The Library PR Targets?

o Users.o PR and other library governing

bodies.o Libraries and book trade.o Libraries and educationists.o Internal/External PR


So, why is image and identity important to a library PR?

o Maintain loyalty of users to the library.o Portrayal of image.o Perceived image.o It is an intrinsic communication of the

organization to their various public.


Libraries project their personalities – their products and services, the way they treat or attend to their customers, their advertisement, brochures, corporate names, symbols, slogans, the vehicles, tabloid or newsletter, the media publicity and quality of services that they give to their customers.


Libraries must be projected internationally, regionally, nationally and locally with related activities such as with the central government, the civil service, education sectors, local government, the social services, the publishing and book trade industries etc.


So, how can you ensure your library products and services are meeting users requirement and satisfaction?

How else can you make the library to be a better place for everybody?


What about your role as the future/new information professional of the millennium?

Can you think of ways to improve the library’s image and identity?

Can you suggest new taglines which is most suitable to libraries in this era?

What about good slogans and catchy phrases to mark information professionals of today working within a new library environment?

Library Public RelationsPublic Information Program

Why PIP? To inform, influence and persuade!Establish these first before you begin:

What are you communicating?1. Interpretation of the library’s goals, objectives, priorities.

2. Is the library’s main function to be a caretaker of a cultural monument or a custodian functions or on service activities?

3. is the library to serve all the people or just the enlightened who seek it out?


Why?Libraries are supported by public’s money- taxpayers’ money. So you must justify your existence by informing the public you do have some services for them, one way or another.To whom (target audience)The general public. Who ever that constitutes the general public. But for promotional purposes, it is easier to divide your client into 3 groups:

1. Users (regular patrons)2. Non-users (never enter)3. Potential users (will enter if one or more obstacles removed)


How (methodology)Translate the objective into actions and techniques. E.g. increase membership (GOAL)

Actions: membership drive plan: poster: free registration for those who register between certain dates/times: new members will be given a free computer course worth RM100: application form available at supermarkets, bus stations, parks etc.: introduce smart card


FEE BASED SERVICE One way to promote your library If a library can generate income, it shows that it has value

and this will increase confidence in management’s part So they will have to accept our publicity’s proposal and

budget’s request An indication of respected reputation for reliability and

high quality


The publicity for selling information (fee-based) shows that you are offering good service or/ and providing the information that people want and do not mind paying. The word will spread. Income will increase. Then management will realize that your service is not a drain on their budgets, but actually contributing to the overall company’s income.Turning your library to become an ‘information brokerage’ i.e. treating information as a commodity- can be analyzed, re- packaged and sell- for a price.


For a start:1. What is the strength of your collection? “ stick to what you

know/ have” is the golden rule when starting out as an entrepreneur.

2. Decide which one you can charge for?3. Market research (not necessary unless you are a big

organization and willing to spend some money)4. Questionnaires5. Know your competitor. Who else provide the same information?

Or think something that has not been done by other library


Why PR in Information Work To create awareness among users and potential- users. To increase utilization of library materials Information is now considered as a commodity. May

generate income if properly marketed. To publicize on a continuous basis library’s activities/ new

collections. To create an atmosphere of aggressive, active, lively and

conducive library environments.


To justify the very existence of libraries. To establish contact and rapport with the users to ensure

repeat visits. To increase public interest and participation To rectify the cliché image that librarians/ libraries are dull

creatures. Increase professionalism (accepted and recognized) Increase positive/ effective communications between

library staff and patrons.


SAMPLES OF POSITIVE COMMUNICATION IN INFORMATION WORK

Use nametags to break the gap between a patron and a nameless face behind the desk.Do not use jargons in assisting patrons

E.g. ILL Check out counter

Make friends with patrons/ be friendly Smile Attentive listening Do not be indifference Show enthusiasm, not boredom. Recognize the patron’s individuality

and importance.


The Process and Planning for PR or PIP in LIBRARIES

In any organization, PR is one of the important elements in helping them to meet the needs and achieve the objectives of the organization. It seems that PR and marketing are the appropriate functions within the library organizations, and intelligent use can be helpful in attaining the overall objectives of the library.


The Library PR ProcessThe PR process have been divide into 4 simple sub- functions:

Fact findingInvolves investigation of public attitudes and community analysis

PlanningSetting down of the objectives, budget, timetable and tactics to be employed

CommunicatingInvolves the various promotional and feedback systems set up by libraries to ensure two- way communication

Evaluating Involves examination of results more complex than simple bottom line statistics.


Philip Kotler has made another set of sub functions for the library PR process.

Identifying the organization’s relevant publics. Measuring images and attitudes of the relevant publics toward the

organization. Establishing image and attitude goals for the key publics. Developing cost effective public relations strategies. Implementing actions and evaluating results.


A Library PR Program Plan

Assess the current PR of the library Establish goals and objectives for a PR programs Determine strengths and weaknesses Budget, timetable and tactics or strategies Staff communication Implementation Feedback Evaluation

ukm image building and library promotion

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