Creativity Economy – Everyone Gets to Play in New Places
In the December 18th issue of SmartBrief on Leadership, there is an excerpt titled “How to foster creativity that pays dividends.” This excerpt went on to discuss “a group of Nike employees in Toronto meets every week in the same place to brainstorm. What's creative about that? The place is a subway car and they interact with passengers. "Gray Formica meeting spaces lead to gray Formica thinking," says innovation expert Dave Lewis.”
Going to the source of the article at Knowledge@W.P. Carey provides some tips for starting a business-wide creativity habit that improves the bottom line. Mr. Lewis’ company mission is to shake people out of stale thinking. Their working definition of creativity is “the habit of continually doing things in new ways to make a positive difference to our working lives.”
Do your creative projects get restricted only to those with a marketing title, or well-known innovative people in your library? Mr. Lewis states “I think everybody has an opportunity to do things in new ways. How many here have ever cooked without a recipe? How many have ever redecorated a room?”
This is not to say we should run rampant with creativity. To make it worthwhile, creativity should get your library somewhere, it should add to your bottom line. Creativity is not the goal; rather, it should lead to a combination of insights into customer’s needs and wants with ideas, creating an impact. And no matter what, those impacts should not be ignored. Yes, there are times where bureaucracy forces an impact, a great idea into incremental change – this leads to the same old situation syndrome. The impact becomes mediocre or less, unable to maximize on its potential.
While rewards and measures can be in place to foster a workplace’s creativity, sometimes the surroundings need to change. As Mr. Lewis asks, “How can you be innovative in the place where you’re doing your financial planning?”
Things to think about…anyone up for a library brainstorming session in the grocery store?
[1] How to foster creativity that pays dividends; SmartBrief on Leadership; Dec 18, 2008 referring to Knowledge@W.P. Carey (12/3) –
Dave Lewis: Creating the Creativity Economy; published Dec 3, 2008 in Knowledge@W.P. Carey
http://knowledge.wpcarey.asu.edu/article.cfm?articleid=1714
Heidi Sue Adams, MS, AHIP
KRMC Medical Librarian
Thursday, December 18, 2008
Wednesday, October 1, 2008
PR Hint for Oct 2008 - Managing the Evidence
PR Hint for October 2008 - Managing the Evidence
If we sold products, one could grasp, feel, and pick up the product. Although our patrons can pick up information in a variety of formats, libraries are primarily an information service. A service is not a tangible item; so how do we “grasp, feel, and pick up” a service? And how do we market this intangible item to our current and new patrons?
One way to do this is by managing the evidence.
"Managing the evidence" refers to the act of informing customers that the service encounter has been performed successfully. It is best done in subtle ways like providing examples or descriptions of good and poor service that can be used as a basis of comparison. The underlying rationale is that a customer might not appreciate the full worth of the service if they do not have a good benchmark for comparisons.[1]
When marketing your services, select your patron population(s) and target them with specific communication of concrete examples on how you can serve their needs. Compare your methods with other ways potential patrons receive information. Also compare your methods with how other information venues provide information. How can your library surpass patrons’ expectations regarding their current methods of retrieving information?
One typical scenario of a library service is providing wireless access. What services can we provide differently from a wireless access point in a coffee shop? What would make these patrons excited to embrace all the library has to offer? Stereotypically, libraries generally aren’t known for good pastries. However, libraries have a lot more to offer than coffee shops. What are those services? How do they compare between the two venues? Why would the patron want to go to the library instead of the coffee shop?
Try not to stipulate your needs, but rather, place the focus and emphasis on their needs. When and why do they seek information? How do they want to receive their information? Although it’s easier said than done, sometimes libraries may not pay close attention to the up and coming future patrons’ preference for information formats. While many libraries have embraced the rage about some of the 2.0 technologies, for many of our potential patrons, this is already old news. Old news often equates with unused service. Pay special attention to statistics because it will tell you if the service you’re providing is worthwhile. Even if you love providing this service; if it’s not being used, it’s not being used. Scrap it to learn another approach that would be indubitably used by your patrons.
Manage the evidence and take advantage of the gaps in services they are currently experiencing from other information venues. Speaking in their language with concrete examples may just be the ticket to getting your age-old message across.
[1] Services Marketing - http://en.wikipedia.org/wiki/Services_marketing
Heidi Sue Adams, MS, AHIP
KRMC Medical Librarian
If we sold products, one could grasp, feel, and pick up the product. Although our patrons can pick up information in a variety of formats, libraries are primarily an information service. A service is not a tangible item; so how do we “grasp, feel, and pick up” a service? And how do we market this intangible item to our current and new patrons?
One way to do this is by managing the evidence.
"Managing the evidence" refers to the act of informing customers that the service encounter has been performed successfully. It is best done in subtle ways like providing examples or descriptions of good and poor service that can be used as a basis of comparison. The underlying rationale is that a customer might not appreciate the full worth of the service if they do not have a good benchmark for comparisons.[1]
When marketing your services, select your patron population(s) and target them with specific communication of concrete examples on how you can serve their needs. Compare your methods with other ways potential patrons receive information. Also compare your methods with how other information venues provide information. How can your library surpass patrons’ expectations regarding their current methods of retrieving information?
One typical scenario of a library service is providing wireless access. What services can we provide differently from a wireless access point in a coffee shop? What would make these patrons excited to embrace all the library has to offer? Stereotypically, libraries generally aren’t known for good pastries. However, libraries have a lot more to offer than coffee shops. What are those services? How do they compare between the two venues? Why would the patron want to go to the library instead of the coffee shop?
Try not to stipulate your needs, but rather, place the focus and emphasis on their needs. When and why do they seek information? How do they want to receive their information? Although it’s easier said than done, sometimes libraries may not pay close attention to the up and coming future patrons’ preference for information formats. While many libraries have embraced the rage about some of the 2.0 technologies, for many of our potential patrons, this is already old news. Old news often equates with unused service. Pay special attention to statistics because it will tell you if the service you’re providing is worthwhile. Even if you love providing this service; if it’s not being used, it’s not being used. Scrap it to learn another approach that would be indubitably used by your patrons.
Manage the evidence and take advantage of the gaps in services they are currently experiencing from other information venues. Speaking in their language with concrete examples may just be the ticket to getting your age-old message across.
[1] Services Marketing - http://en.wikipedia.org/wiki/Services_marketing
Heidi Sue Adams, MS, AHIP
KRMC Medical Librarian
Friday, April 4, 2008
PR Hint for Jan 2006 - Getting the Press on Your Side
With the New Year already in full swing, it is often easy to forget about publicizing our wonderful events and programs each month. So with the New Year we should all resolve to try and promote our libraries to our communities. We know that we have these amazing services and events, but does everyone else?
I found a series of articles that explores some of the tricks to promoting programs/events/classes/ and services on a budget (or with no money at all!) that I'll share with everyone over the next few months. The article is a little long but worth taking the time to read.
This month--How to get the Press on Your Side Next month--How to write Press Releases that get Printed....
Hope you enjoy!
Patricia
How to Get the Press on Your Side
How to make yourself newsworthy and get free press coverage (Excerpt from Marketing Without Megabucks: How to Sell Anything on a Shoestring). by Shel Horowitz, copyright 1996.
It's easy: make yourself newsworthy.
News is anything that other people are interested in. And being newsworthy consists of letting editors and reporters know you're doing something of interest to other people-having an event; telling a story; creating or participating in any occurrence; supporting, opposing, or even merely observing a trend or activity. Editors and producers have the tremendous challenge of coming up with new stories to fill their pages and air slots-day after day, week after week, month after month, year after year. It isn't always easy to fill all that space. Therefore, you become their ally. Your achievements--along with your ability to publicize them properly and work cooperatively with media people--will cause local editors to welcome you with open arms. Not only will you have a very good shot at getting your press release printed (perhaps several times in different sections of the paper), but a reporter might even arrange a more in-depth story. And that is pure gold for you!
Stanley D. Friedman, who produces public affairs programming for WWOR-TV (serving New York City and northern New Jersey), notes that-- even in one of the top markets in the country--he has to seek out people to fill up his allotted airtime. Editors and producers, therefore, will be delighted to hear from you-but only if you are articulate and can present yourself as serving the community, rather than merely trying to seek publicity and make a profit.
Here are some events or situations that often lead almost effortlessly to lots of free publicity: Organizing an event open to the public
Achieving significant recognition in your field
Release of a book or record, opening of an exhibit, etc.
Performing an important service to the community
Running for office
Writing legislation, testifying at hearings, etc. Inventing, manufacturing, or offering a new product or service
Being present at--or, better still, involved in--major news events
Joining or taking leadership in a professional or community service organization--especially one with membership standards
Offering apprenticeships, training programs, classes, or opportunities to volunteer
Teaching, lecturing, or presenting at a professional conference
But you can also get some coverage of far more mundane events. You may not get followed around by a reporter, but you might well get your releases in the paper--and reap all the benefits we discussed earlier. Here are a few examples:
Moving or opening a new branch
Educational achievements (including attending work-related seminars) or other accomplishments by members of your staff
Hosting an open house
Hiring or promotion of employees
Annual meetings
Issuance of any publication available to the public
Use your imagination.
You only risk a stamp, and may gain exposure to thousands of people. The media that promote you have something to gain as well; they need an endless supply of fresh material. But don't expect the media to drop everything and report on you, just so you can get some free publicity. Remember their goals of reporting news and serving the community; you must blend with that agenda. Many editors shy away from blatantly promotional pieces.
Make Life Easier for Your Editorial Allies
Another aspect of thinking like an editor is presenting yourself as the kind of person editors want to deal with. In any oral or written communication with a media outlet, you should be friendly and approachable, articulate and concise. Be willing to answer reporters' questions, even if you have to research the answers and get back to them. (Don't be afraid to say you don't know but can find out, and never give an answer you're not sure is accurate.) If you're running an event or a tourist attraction, let the press in for free to cover it. Finally, know the deadlines and publication schedules of the media you deal with, and understand their importance.
Feature departments, including community calendars or letters to the editor, may have a deadline that applies to you, rather than the reporter. In my area, the newsweekly and the most popular commercial radio station both want calendar notices two to three weeks ahead! Again, respect the deadline and be on time.
The Event: A Cornucopia of Publicity Opportunities
The easiest way to turn the press into your publicity bureau is by having an event. An event gives the press a handle; they understand how to treat events as news, and as promotable calendar items. Having any kind of event makes you automatically newsworthy. So a good trick for you as the publicist is to phrase your activity as an event. Yes, the same techniques apply to other promotable activities, but so many more doors are opened by linking your publicity agenda to some kind of event that I'd encourage you to do them whenever possible.
Get the Media to Invest in You
For community service or entertainment events, enlist newspapers and broadcast stations as cosponsors. Typically, media co-sponsorship means you do the work and spend whatever money is necessary; the station or publication gives you oodles of free publicity, reports on it, and/or broadcasts portions of the event. Electronic media are required to provide public service programming as a condition of their license, and publications have a vested interest in maintaining their credibility as the eyes and ears of the community. Because co-sponsorship demonstrates the media outlet's community interest and also lets the public hobnob with media personalities, a suggestion for co-sponsorship will often be greeted enthusiastically.
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
I found a series of articles that explores some of the tricks to promoting programs/events/classes/ and services on a budget (or with no money at all!) that I'll share with everyone over the next few months. The article is a little long but worth taking the time to read.
This month--How to get the Press on Your Side Next month--How to write Press Releases that get Printed....
Hope you enjoy!
Patricia
How to Get the Press on Your Side
How to make yourself newsworthy and get free press coverage (Excerpt from Marketing Without Megabucks: How to Sell Anything on a Shoestring). by Shel Horowitz, copyright 1996.
It's easy: make yourself newsworthy.
News is anything that other people are interested in. And being newsworthy consists of letting editors and reporters know you're doing something of interest to other people-having an event; telling a story; creating or participating in any occurrence; supporting, opposing, or even merely observing a trend or activity. Editors and producers have the tremendous challenge of coming up with new stories to fill their pages and air slots-day after day, week after week, month after month, year after year. It isn't always easy to fill all that space. Therefore, you become their ally. Your achievements--along with your ability to publicize them properly and work cooperatively with media people--will cause local editors to welcome you with open arms. Not only will you have a very good shot at getting your press release printed (perhaps several times in different sections of the paper), but a reporter might even arrange a more in-depth story. And that is pure gold for you!
Stanley D. Friedman, who produces public affairs programming for WWOR-TV (serving New York City and northern New Jersey), notes that-- even in one of the top markets in the country--he has to seek out people to fill up his allotted airtime. Editors and producers, therefore, will be delighted to hear from you-but only if you are articulate and can present yourself as serving the community, rather than merely trying to seek publicity and make a profit.
Here are some events or situations that often lead almost effortlessly to lots of free publicity: Organizing an event open to the public
Achieving significant recognition in your field
Release of a book or record, opening of an exhibit, etc.
Performing an important service to the community
Running for office
Writing legislation, testifying at hearings, etc. Inventing, manufacturing, or offering a new product or service
Being present at--or, better still, involved in--major news events
Joining or taking leadership in a professional or community service organization--especially one with membership standards
Offering apprenticeships, training programs, classes, or opportunities to volunteer
Teaching, lecturing, or presenting at a professional conference
But you can also get some coverage of far more mundane events. You may not get followed around by a reporter, but you might well get your releases in the paper--and reap all the benefits we discussed earlier. Here are a few examples:
Moving or opening a new branch
Educational achievements (including attending work-related seminars) or other accomplishments by members of your staff
Hosting an open house
Hiring or promotion of employees
Annual meetings
Issuance of any publication available to the public
Use your imagination.
You only risk a stamp, and may gain exposure to thousands of people. The media that promote you have something to gain as well; they need an endless supply of fresh material. But don't expect the media to drop everything and report on you, just so you can get some free publicity. Remember their goals of reporting news and serving the community; you must blend with that agenda. Many editors shy away from blatantly promotional pieces.
Make Life Easier for Your Editorial Allies
Another aspect of thinking like an editor is presenting yourself as the kind of person editors want to deal with. In any oral or written communication with a media outlet, you should be friendly and approachable, articulate and concise. Be willing to answer reporters' questions, even if you have to research the answers and get back to them. (Don't be afraid to say you don't know but can find out, and never give an answer you're not sure is accurate.) If you're running an event or a tourist attraction, let the press in for free to cover it. Finally, know the deadlines and publication schedules of the media you deal with, and understand their importance.
Feature departments, including community calendars or letters to the editor, may have a deadline that applies to you, rather than the reporter. In my area, the newsweekly and the most popular commercial radio station both want calendar notices two to three weeks ahead! Again, respect the deadline and be on time.
The Event: A Cornucopia of Publicity Opportunities
The easiest way to turn the press into your publicity bureau is by having an event. An event gives the press a handle; they understand how to treat events as news, and as promotable calendar items. Having any kind of event makes you automatically newsworthy. So a good trick for you as the publicist is to phrase your activity as an event. Yes, the same techniques apply to other promotable activities, but so many more doors are opened by linking your publicity agenda to some kind of event that I'd encourage you to do them whenever possible.
Get the Media to Invest in You
For community service or entertainment events, enlist newspapers and broadcast stations as cosponsors. Typically, media co-sponsorship means you do the work and spend whatever money is necessary; the station or publication gives you oodles of free publicity, reports on it, and/or broadcasts portions of the event. Electronic media are required to provide public service programming as a condition of their license, and publications have a vested interest in maintaining their credibility as the eyes and ears of the community. Because co-sponsorship demonstrates the media outlet's community interest and also lets the public hobnob with media personalities, a suggestion for co-sponsorship will often be greeted enthusiastically.
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
PR Hint of Feb 2006 - Writing Press Releases
Continuing on our theme of getting our library events noticed & covered by the media, I focused on press releases this month. Hope the information is helpful! Patricia
Writing Press Releases that Get Noticed & Read!
The media is flooded with press releases each day and there is not enough space to print all of the press releases an editor receives, therefore editors must pick and chose which ones get printed and which ones don't.
In my experience, editors don't want press releases that are selling something, that's marketing not news; rather, editors are looking for intriguing human interest stories, fun and family oriented events, community action or involvement, and employee or patron recognition. This means that as libraries we have a plethora of events and programs occurring weekly that fit those criteria*so share it with your community and use your local media to do so!
When writing a press release always remember the golden rule of writing for the media: K.I.S.S. (Keep It Super Simple) The average newspaper reader only reads the first few lines of an article, so make sure all of your relevant information is in the opening paragraph. That opening paragraph also needs to capture the reader's attention; keep them interested and not only will they finish reading your press release, but they'll more than likely attend your event or program.
In addition, all newspapers run on space limitations, as do radio and television, so editors will edit your press release, which often means that they will chop off the last half of your press release, so don't wait until the end to put your important information, do it first!
While it is not an exact science, if you follow these few, simple rules, your press release will have a better shot at getting printed. The following helpful information is from OfficeSolutions, Sept 2001 v18 i8 p50 WritingPress Releases the Media Will Use. Jim Rapp. Good luck and happy writing!
What exactly do editors want?
To write a news or press release effectively, you should learn what editors want as well as the formula for writing good releases. Obviously, a news release must contain news. It must also be written to interest editors and their readers, listeners, and/or viewers. Two things to keep in mind when writing a news release are brevity and the five Ws: who, what, why, where, and when.
Not long ago, editors insisted the five Ws be in the first paragraph of every news story. But today's writing style stresses shorter sentences and more paragraphs. So editors are satisfied--if not overjoyed--to find the five Ws in the first two or three paragraphs.
The formula is simple since it's the way most of us tell a story or anecdote.
The lead might go something like this:
ABC Packing Co., Pleasant City, Iowa, (who) has introduced a new line of frozen vegetables (what) under the "Healthy Favorites" label.
According to ABC marketing director Helen MacDonald, the new line contains no salt, preservatives, or additives (why). Healthy Favorites will be introduced at the National Grocers Convention in Chicago (where) in August and will be available for shipment in September (when).
If you have all the facts, your stories will practically write themselves. The lead provides all the important details. The rest of the release can be written in paragraphs of descending importance. This allows editors to trim from the bottom up, retaining paragraphs with the most important details.
After writing the first draft, review the story and delete every word that's not a fact or that doesn't contribute meaningfully to the story. Now your news release will read like a news release, not like advertising copy.
When you write a feature story, lead with an attention getting phrase or paragraph, instead of the five Ws. After the lead, develop the five Ws in the same manner as a news story.
Watch those adjectives
It's generally advisable to limit the use of adjectives in news releases.
Editors break pencils and spill coffee when they find releases filled with words such as beautiful, wonderful, magnificent, and stunning.
Sometimes, however, these adjectives will improve a news story. By using quotes, you can incorporate them into a release without incurring the editor's wrath. Instead of saying "The new Healthy Favorites line is not only healthy, but delicious," say something like: "MacDonald reports that in blind taste tests, the Healthy Favorites line received high marks for taste." This way, it's you or your company saying it, not the publication.
Keep it simple and accurate (K.I.S.S)
It's a mistake to use fancy words to communicate a simple idea. A news release or feature story is not the place to showcase your vocabulary. Don't write edifice when you mean building. Avoid language that's used only in your particular business, because some readers won't understand it.
Inaccuracy is one of the most frequent reasons releases aren't used.
Misspelled words, missing facts, half-stated facts, poor structure, poor grammar, and too many details can result in a release landing in the wastebasket. You'll also be wise to avoid all unproved claims as well as superlatives such as oldest, largest, best, and most.
Editors are human. When they receive properly prepared press releases they're more likely to use them. Follow the rules listed below and your news releases will have the professionalism editors want.
* Type your stories double-spaced on one side of 8 1/2 x 11-inch white paper.
* Start the story nearly halfway down the page, leaving plenty of room for a headline.
* Leave a 1-inch margin on both sides of the page.
* In the upper left-hand corner of the first page, type your name, address, telephone number, and e-mail address so the editor will know where to reach you for more information.
* If your story is longer than one page, type (more) at the bottom of the page to indicate the material carries to the next page. At the top of the second page, in the upper left-hand corner, type a few words indicating the story content and page number, such as "ABC introduces new Healthy Favorites line--page 2."
* Date all releases at the top of the first page.
* Indicate release timing on the top of the first page.
* A headline is optional. If you use one, make it tell the story in a half-dozen well-chosen words.
* For releases to radio and television stations, reduce the copy and keep sentences short. Avoid words that are difficult to read aloud.
* If the release is an exclusive to a particular publication, indicate that at the top of the release as follows: "Exclusive to the Chicago Tribune."
* To avoid confusion, spell out all words. Don't abbreviate.
* Never type your business name, trade name, or any other name in all capital letters.
* Spell out numbers from one to nine and use numerals from the number 10 on.
* Don't capitalize the first letters of titles.
* Study the style of the publication and adopt that style for your release.
* Get the story out quickly. Editors won't use stale news.
* E-mail the release directly to the person who will be using it, not to "editor." Fax a copy to the same person the same day, indicating that you've also sent an e-mail. Editors prefer releases sent via e-mail; they save editors' time because they don't have to reenter the material. Get to know editors and other media people. You may want to visit them when you have a really hot news item. You'll get more attention if they know you personally.
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
Writing Press Releases that Get Noticed & Read!
The media is flooded with press releases each day and there is not enough space to print all of the press releases an editor receives, therefore editors must pick and chose which ones get printed and which ones don't.
In my experience, editors don't want press releases that are selling something, that's marketing not news; rather, editors are looking for intriguing human interest stories, fun and family oriented events, community action or involvement, and employee or patron recognition. This means that as libraries we have a plethora of events and programs occurring weekly that fit those criteria*so share it with your community and use your local media to do so!
When writing a press release always remember the golden rule of writing for the media: K.I.S.S. (Keep It Super Simple) The average newspaper reader only reads the first few lines of an article, so make sure all of your relevant information is in the opening paragraph. That opening paragraph also needs to capture the reader's attention; keep them interested and not only will they finish reading your press release, but they'll more than likely attend your event or program.
In addition, all newspapers run on space limitations, as do radio and television, so editors will edit your press release, which often means that they will chop off the last half of your press release, so don't wait until the end to put your important information, do it first!
While it is not an exact science, if you follow these few, simple rules, your press release will have a better shot at getting printed. The following helpful information is from OfficeSolutions, Sept 2001 v18 i8 p50 WritingPress Releases the Media Will Use. Jim Rapp. Good luck and happy writing!
What exactly do editors want?
To write a news or press release effectively, you should learn what editors want as well as the formula for writing good releases. Obviously, a news release must contain news. It must also be written to interest editors and their readers, listeners, and/or viewers. Two things to keep in mind when writing a news release are brevity and the five Ws: who, what, why, where, and when.
Not long ago, editors insisted the five Ws be in the first paragraph of every news story. But today's writing style stresses shorter sentences and more paragraphs. So editors are satisfied--if not overjoyed--to find the five Ws in the first two or three paragraphs.
The formula is simple since it's the way most of us tell a story or anecdote.
The lead might go something like this:
ABC Packing Co., Pleasant City, Iowa, (who) has introduced a new line of frozen vegetables (what) under the "Healthy Favorites" label.
According to ABC marketing director Helen MacDonald, the new line contains no salt, preservatives, or additives (why). Healthy Favorites will be introduced at the National Grocers Convention in Chicago (where) in August and will be available for shipment in September (when).
If you have all the facts, your stories will practically write themselves. The lead provides all the important details. The rest of the release can be written in paragraphs of descending importance. This allows editors to trim from the bottom up, retaining paragraphs with the most important details.
After writing the first draft, review the story and delete every word that's not a fact or that doesn't contribute meaningfully to the story. Now your news release will read like a news release, not like advertising copy.
When you write a feature story, lead with an attention getting phrase or paragraph, instead of the five Ws. After the lead, develop the five Ws in the same manner as a news story.
Watch those adjectives
It's generally advisable to limit the use of adjectives in news releases.
Editors break pencils and spill coffee when they find releases filled with words such as beautiful, wonderful, magnificent, and stunning.
Sometimes, however, these adjectives will improve a news story. By using quotes, you can incorporate them into a release without incurring the editor's wrath. Instead of saying "The new Healthy Favorites line is not only healthy, but delicious," say something like: "MacDonald reports that in blind taste tests, the Healthy Favorites line received high marks for taste." This way, it's you or your company saying it, not the publication.
Keep it simple and accurate (K.I.S.S)
It's a mistake to use fancy words to communicate a simple idea. A news release or feature story is not the place to showcase your vocabulary. Don't write edifice when you mean building. Avoid language that's used only in your particular business, because some readers won't understand it.
Inaccuracy is one of the most frequent reasons releases aren't used.
Misspelled words, missing facts, half-stated facts, poor structure, poor grammar, and too many details can result in a release landing in the wastebasket. You'll also be wise to avoid all unproved claims as well as superlatives such as oldest, largest, best, and most.
Editors are human. When they receive properly prepared press releases they're more likely to use them. Follow the rules listed below and your news releases will have the professionalism editors want.
* Type your stories double-spaced on one side of 8 1/2 x 11-inch white paper.
* Start the story nearly halfway down the page, leaving plenty of room for a headline.
* Leave a 1-inch margin on both sides of the page.
* In the upper left-hand corner of the first page, type your name, address, telephone number, and e-mail address so the editor will know where to reach you for more information.
* If your story is longer than one page, type (more) at the bottom of the page to indicate the material carries to the next page. At the top of the second page, in the upper left-hand corner, type a few words indicating the story content and page number, such as "ABC introduces new Healthy Favorites line--page 2."
* Date all releases at the top of the first page.
* Indicate release timing on the top of the first page.
* A headline is optional. If you use one, make it tell the story in a half-dozen well-chosen words.
* For releases to radio and television stations, reduce the copy and keep sentences short. Avoid words that are difficult to read aloud.
* If the release is an exclusive to a particular publication, indicate that at the top of the release as follows: "Exclusive to the Chicago Tribune."
* To avoid confusion, spell out all words. Don't abbreviate.
* Never type your business name, trade name, or any other name in all capital letters.
* Spell out numbers from one to nine and use numerals from the number 10 on.
* Don't capitalize the first letters of titles.
* Study the style of the publication and adopt that style for your release.
* Get the story out quickly. Editors won't use stale news.
* E-mail the release directly to the person who will be using it, not to "editor." Fax a copy to the same person the same day, indicating that you've also sent an e-mail. Editors prefer releases sent via e-mail; they save editors' time because they don't have to reenter the material. Get to know editors and other media people. You may want to visit them when you have a really hot news item. You'll get more attention if they know you personally.
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
PR Hint of the Month - March 2006 - What's Your Story campaign
Greetings!
I wanted to focus this month on the fabulous "What's Your Story? Find it at the Library!" campaign put together by Sara Groves and committee last year. In recent weeks, the campaign has received statewide recognition for its power and scope, but I still think that many of us are not using the campaign's resources to the fullest in our own libraries.
If you haven't visited the "What's Your Story" website, please take a few minutes to do so. The site offers a thorough explanation of the campaign, but also provides us with ready to use tools...such as press releases; letter's to the editor; fast facts; media how-to kits; and much, much more! In many cases, all you need to do is plug in your information and send the press release or letter off to your local media!
In addition, the site offers downloads of the campaign's bookmarks, posters, logos, print ads, and web link buttons so you can personalize the campaign to fit your library's needs.
Many libraries around the state have successfully incorporated the "What's Your Story" campaign into their programing, but if you are looking for programing suggestions, the web site also offers some programing ideas.
I think a key feature of the web site is the training suggestions that are offered under the "How-To Guides." The Training pages cover everything from how to train a spokesperson for your library to how to compile a fact sheet of your own.
The best part of the "What's Your Story" campaign is that Sara Groves is available to answer questions, provide guidance, and offer suggestions. She is a wealth of information and always eager to discuss the "What's Your Story"
campaign and how libraries can use it to promote their own programs and events.
You can access the "What's Your Story" web site at:
http://msl.mt.gov/WhatsYourStory/home.htm and Sara can be reached at sgroves@mt.gov.
Have fun exploring!
Patricia
MLA PR & Marketing Committee
I wanted to focus this month on the fabulous "What's Your Story? Find it at the Library!" campaign put together by Sara Groves and committee last year. In recent weeks, the campaign has received statewide recognition for its power and scope, but I still think that many of us are not using the campaign's resources to the fullest in our own libraries.
If you haven't visited the "What's Your Story" website, please take a few minutes to do so. The site offers a thorough explanation of the campaign, but also provides us with ready to use tools...such as press releases; letter's to the editor; fast facts; media how-to kits; and much, much more! In many cases, all you need to do is plug in your information and send the press release or letter off to your local media!
In addition, the site offers downloads of the campaign's bookmarks, posters, logos, print ads, and web link buttons so you can personalize the campaign to fit your library's needs.
Many libraries around the state have successfully incorporated the "What's Your Story" campaign into their programing, but if you are looking for programing suggestions, the web site also offers some programing ideas.
I think a key feature of the web site is the training suggestions that are offered under the "How-To Guides." The Training pages cover everything from how to train a spokesperson for your library to how to compile a fact sheet of your own.
The best part of the "What's Your Story" campaign is that Sara Groves is available to answer questions, provide guidance, and offer suggestions. She is a wealth of information and always eager to discuss the "What's Your Story"
campaign and how libraries can use it to promote their own programs and events.
You can access the "What's Your Story" web site at:
http://msl.mt.gov/WhatsYourStory/home.htm and Sara can be reached at sgroves@mt.gov.
Have fun exploring!
Patricia
MLA PR & Marketing Committee
PR Hint of the Month - June 2006 - ideas for free library promotion
Now that MLA is over and we are all gearing up for the summer time, I thought I'd focus this month's PR hint on how we can promote our libraries for free during the summer months.
Hope you find some helpful information!
Patricia
MLA PR & Marketing Committee
It is summer time and that means tourists, kids looking for something to do, and lounging by the pool with a good book! It also means we are presented with new opportunities and formats to promote our fabulous libraries and summer events and programs*.for little or no money!
Tip #1: Just because you've tried it in the past and it didn't work, doesn't mean you shouldn't try again.
So you sent your local paper a press release about a fabulous program and they didn't run it*that doesn't mean that they won't run future articles about events at your library. Often times, it simply means that they had a lot of news items to choose from and your press release was overlooked due to lack of space.
Send out a press release for every event, some will make it in and some won't so don't take it personally. But remember the golden rule of effective press release writing, K.I.S.S: Keep it Super Simple (or my new favorite, Keep it Short and Simple!) Long press releases don't get read, not even by those who like to read. We glance through the article to discern if the event is of interest to us and if so when and where it will be and how much; so save the prose for other items. And remember, press releases are printed for free!
Tip #2: Tap into local community calendars and events pages.
Don't just stop with sending press releases to your local paper and broadcast media, send information to your Chamber of Commerce to publicize on their website and tap into local organizations who produce "Things to do this summer in your town" publications and postings.
Often times these organizations will include your programming and event information at no charge, you just need to simply ask.
Avoid one of the main pitfalls of public relations: never, never assume that the Chamber or other community organizations know what events you have on tap for the summer. You need to actually make contact with people and tell them about your fabulous summer line up. This means following up the submission of press releases with a phone call.
Tip #3: If there is a big annual local event coming to town, offer to let the local broadcast media set up in front of your library.
Offering to a let the local broadcast media run a live remote from outside your library is a fantastic way to get thousands of dollars of free publicity*even if you don't listen to the radio station yourself!
Each time the DJ goes live they will begin with "This is Bob broadcasting live from the El Paso Public Library for the 10th annual running of the turtles."
The Lewis & Clark Library in Helena recently did this for the annual Governor's Cup Race. Local radio station KMTX was looking for some place to plug in their equipment and the Lewis & Clark Library offered to let them use some space in front of their building and electrical outlets for the station's 3 hour live coverage of the Governor's Cup Race. The library was mentioned each time the announcer began a broadcast, earning the library more free publicity than they could afford to buy.
Tip #4: Use your website to your advantage.
If your library has a website, make sure you are keeping it updated with programming and event information. Tourists, as well as locals, will access information from your website when deciding on their summer plans.
Make sure that information is prominently displayed in an area that is easy to access on the web page, if the information is hard to find chances are it won't be found. Also, make sure information is accurate and consistent with press releases and other postings so that visitors and patrons aren't confused.
Tip #5: Leave your Library! Take your information to community events.
Set up an informational table at local community events. It is a great way to get out of the library for a few hours and connect with faithful library users as well as those who haven't been in the library for years. Keep it simple; take bookmarks or flyers with up-coming programming information printed on them, library card information, hours information, and any other items you have that you can give to people*such as stickers or magnets.
Use this as an outreach opportunity to get people into the library for an up-coming event or to simply check their email*.chances are, they'll be back and will spread the word about what a fabulous library you have to their friends and relatives who might not be regular library users.
Tip #6: Be Consistent
Consistency is important in publicizing events and programs. If your event or program has a theme, use it throughout all of your marketing materials.
People identify logos with events and companies, so place your logo on everything from flyers and bookmarks to press releases and print ads.
Your goal is to create brand identification.
Provide the media with one consistent contact. In other words, the same person should represent the library to the media. This way if questions arise the media knows who to contact and you can begin to build a relationship with your local media representatives. This is helpful for a few reasons. One, if they know you, they are less likely to say no.
Secondly, on "slow" news days, they will often contact you to showcase something going on at the library which is more free publicity for your library!
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
Hope you find some helpful information!
Patricia
MLA PR & Marketing Committee
It is summer time and that means tourists, kids looking for something to do, and lounging by the pool with a good book! It also means we are presented with new opportunities and formats to promote our fabulous libraries and summer events and programs*.for little or no money!
Tip #1: Just because you've tried it in the past and it didn't work, doesn't mean you shouldn't try again.
So you sent your local paper a press release about a fabulous program and they didn't run it*that doesn't mean that they won't run future articles about events at your library. Often times, it simply means that they had a lot of news items to choose from and your press release was overlooked due to lack of space.
Send out a press release for every event, some will make it in and some won't so don't take it personally. But remember the golden rule of effective press release writing, K.I.S.S: Keep it Super Simple (or my new favorite, Keep it Short and Simple!) Long press releases don't get read, not even by those who like to read. We glance through the article to discern if the event is of interest to us and if so when and where it will be and how much; so save the prose for other items. And remember, press releases are printed for free!
Tip #2: Tap into local community calendars and events pages.
Don't just stop with sending press releases to your local paper and broadcast media, send information to your Chamber of Commerce to publicize on their website and tap into local organizations who produce "Things to do this summer in your town" publications and postings.
Often times these organizations will include your programming and event information at no charge, you just need to simply ask.
Avoid one of the main pitfalls of public relations: never, never assume that the Chamber or other community organizations know what events you have on tap for the summer. You need to actually make contact with people and tell them about your fabulous summer line up. This means following up the submission of press releases with a phone call.
Tip #3: If there is a big annual local event coming to town, offer to let the local broadcast media set up in front of your library.
Offering to a let the local broadcast media run a live remote from outside your library is a fantastic way to get thousands of dollars of free publicity*even if you don't listen to the radio station yourself!
Each time the DJ goes live they will begin with "This is Bob broadcasting live from the El Paso Public Library for the 10th annual running of the turtles."
The Lewis & Clark Library in Helena recently did this for the annual Governor's Cup Race. Local radio station KMTX was looking for some place to plug in their equipment and the Lewis & Clark Library offered to let them use some space in front of their building and electrical outlets for the station's 3 hour live coverage of the Governor's Cup Race. The library was mentioned each time the announcer began a broadcast, earning the library more free publicity than they could afford to buy.
Tip #4: Use your website to your advantage.
If your library has a website, make sure you are keeping it updated with programming and event information. Tourists, as well as locals, will access information from your website when deciding on their summer plans.
Make sure that information is prominently displayed in an area that is easy to access on the web page, if the information is hard to find chances are it won't be found. Also, make sure information is accurate and consistent with press releases and other postings so that visitors and patrons aren't confused.
Tip #5: Leave your Library! Take your information to community events.
Set up an informational table at local community events. It is a great way to get out of the library for a few hours and connect with faithful library users as well as those who haven't been in the library for years. Keep it simple; take bookmarks or flyers with up-coming programming information printed on them, library card information, hours information, and any other items you have that you can give to people*such as stickers or magnets.
Use this as an outreach opportunity to get people into the library for an up-coming event or to simply check their email*.chances are, they'll be back and will spread the word about what a fabulous library you have to their friends and relatives who might not be regular library users.
Tip #6: Be Consistent
Consistency is important in publicizing events and programs. If your event or program has a theme, use it throughout all of your marketing materials.
People identify logos with events and companies, so place your logo on everything from flyers and bookmarks to press releases and print ads.
Your goal is to create brand identification.
Provide the media with one consistent contact. In other words, the same person should represent the library to the media. This way if questions arise the media knows who to contact and you can begin to build a relationship with your local media representatives. This is helpful for a few reasons. One, if they know you, they are less likely to say no.
Secondly, on "slow" news days, they will often contact you to showcase something going on at the library which is more free publicity for your library!
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
PR Hint of the Week - Nov 7, 2002 - new Montana Legal website (MontanaLawHelp)
Hello Montana librarians,
It's still a work in progress, but I think it's going to be great!
MontanaLawHelp [www.montanalawhelp.org] is a new statewide Website that provides four kinds of law-related information to the public: (1) legal information to help Montanans help themselves with legal related issues; (2) information about legal service organizations that provide legal services to Montanans; (3) information about the courts in Montana; and (4) information about social service organizations and agencies that can help Montanans find shelter, food, health care, public benefits, and other necessary resources.
On MontanaLawHelp you'll find county-by-county lists of legal-aid providers, government agencies, and legal-advocacy groups. The site also provides legal information in various areas of the law that might help pro se litigants.
For example, from the front page of MontanaLawHelp, you have access to a number of different subject categories such as "General Legal Information," Family and Juvenile," Housing," "Consumer," etc. I clicked on the Family and Juvenile category and it turns out to be a wealth of information for Montana citizens. You can get forms for child support, summary dissolution of marriage forms, information about divorce in Montana, etc.
Similarly, the "Housing" category leads to such gems as "What are your rights if your landlord threatens to evict you," to "What to do when your landlord won't fix what he's supposed to fix."
Other topics covered on MontanaLawHelp that could prove to be useful in libraries serving the public are information on wills and probate in Montana and ideas for what to do if you're involved in an auto accident.
MontanaLawHelp is a project of Montana Legal Services Association (MLSA), which received technology grant monies from the national Legal Services Corporation for this project. MLSA works in cooperation with the State Bar of Montana and the Montana Supreme Court Equal Justice Task Force on identifying, creating and organizing content for the Website. These groups hope to teach public librarians across the state how to unite the site with walk-in customers who have legal needs. This is where you all, as Montana librarians, come in. Please take a few moments to look at the site and become familiar with its contents. The site Webmaster, Paul Shae, would really like your comments regarding the site. What you liked, what you didn't, other ideas for content, etc. Please contact him at pshae@mt.net with your comments. (I myself have made the suggestions that there should be a direct link to the Montana Code online from the site so people can look up actual Montana laws if they want to. I also suggested that they should get more forms on the site, which they have already planned to do).
Hope you find this new legal site to be useful!
On behalf of your friendly MLA PR & Marketing Committee, Lisa
(1/2 librarian, 1/2 lawyer)
```````````````````````````````````````
Lisa Mecklenberg Jackson
JD, MSLIS
Legislative Librarian
It's still a work in progress, but I think it's going to be great!
MontanaLawHelp [www.montanalawhelp.org] is a new statewide Website that provides four kinds of law-related information to the public: (1) legal information to help Montanans help themselves with legal related issues; (2) information about legal service organizations that provide legal services to Montanans; (3) information about the courts in Montana; and (4) information about social service organizations and agencies that can help Montanans find shelter, food, health care, public benefits, and other necessary resources.
On MontanaLawHelp you'll find county-by-county lists of legal-aid providers, government agencies, and legal-advocacy groups. The site also provides legal information in various areas of the law that might help pro se litigants.
For example, from the front page of MontanaLawHelp, you have access to a number of different subject categories such as "General Legal Information," Family and Juvenile," Housing," "Consumer," etc. I clicked on the Family and Juvenile category and it turns out to be a wealth of information for Montana citizens. You can get forms for child support, summary dissolution of marriage forms, information about divorce in Montana, etc.
Similarly, the "Housing" category leads to such gems as "What are your rights if your landlord threatens to evict you," to "What to do when your landlord won't fix what he's supposed to fix."
Other topics covered on MontanaLawHelp that could prove to be useful in libraries serving the public are information on wills and probate in Montana and ideas for what to do if you're involved in an auto accident.
MontanaLawHelp is a project of Montana Legal Services Association (MLSA), which received technology grant monies from the national Legal Services Corporation for this project. MLSA works in cooperation with the State Bar of Montana and the Montana Supreme Court Equal Justice Task Force on identifying, creating and organizing content for the Website. These groups hope to teach public librarians across the state how to unite the site with walk-in customers who have legal needs. This is where you all, as Montana librarians, come in. Please take a few moments to look at the site and become familiar with its contents. The site Webmaster, Paul Shae, would really like your comments regarding the site. What you liked, what you didn't, other ideas for content, etc. Please contact him at pshae@mt.net with your comments. (I myself have made the suggestions that there should be a direct link to the Montana Code online from the site so people can look up actual Montana laws if they want to. I also suggested that they should get more forms on the site, which they have already planned to do).
Hope you find this new legal site to be useful!
On behalf of your friendly MLA PR & Marketing Committee, Lisa
(1/2 librarian, 1/2 lawyer)
```````````````````````````````````````
Lisa Mecklenberg Jackson
JD, MSLIS
Legislative Librarian
PR Hint of the Week - April 2003 - Library Week ideas
"I'm of a fearsome mind to throw my arms around every living librarian who crosses my path, on behalf of the souls they never knew they saved."
Author Barbara Kingsolver
As the above quote demonstrates, people appreciate librarians and libraries.
So, let's celebrate! National Library Week is next week (April 6-12). Are YOU ready?
If not, here are some ideas for celebrating National Library Week.
CONTESTS: (You'll need to have some prizes)
- Disc toss--a good way to use old CD-roms
- Guess how many bookworms are in the librarian's head (get a clear plastic head, dress it up a bit, and stuff it with gummy worms)
- Photo contest--match the employee with the baby picture
- Stump the Librarian Day
- "Putting for Prizes"--set up a putting green for 1 hour in the morning, 1 hour in the afternoon. Putters earn a handicap (move closer to the cup) by answering trivia questions correctly. Successful putts get name entered for drawing.
- "Why My Library Books are Overdue" excuse contest--best excuse wins a prize!
FOOD:
- Bagels for breakfast
- Candy or baked goods Monday through Thursday--ice cream social on Friday
PROMOTION:
- "Patron of the Day." Pick a person at random to be Patron of the Day.
Take his or her picture (with a Polaroid camera) and give him or her a gift of some sort.
- Book sale/swap. Set out a table for people to bring in used books that others might take home or purchase
- Movie over the lunch hour
- Create a personalized word search puzzle using your library terms or names. You can also make your puzzle contain two hidden messages--such a "Happy Library Week" or "The Legislative Library Rocks!" For help creating your puzzle go to http://puzzlemaker.school.discovery.com/chooseapuzzle.html
Also, programming ideas to highlight the role of librarians, as well as libraries, are available on the @ your library Website at www.ala.org/@yourlibrary/nlw.cfm. The page also features publicity materials, including a proclamation, display ideas, PSAs, and a sample press release which libraries can customize. The MLA PR & Marketing Committee urges you to send the National Library Week press release and/or the editorial to your local paper. The majority of the work is already done for you! There's also great stuff about CIPA and the Patriot Act in the Save America's Libraries Tool Kit which can be accessed at www.ala.org/pio/csal_toolkit.html
Plan to have something different going on every day during National Library Week, April 6-12.
Make sure to make use of various print and electronic means available in your library to publicize your events
Hope you all have some fun events planned for next week (I know I do!).
Happy National Library Week on behalf of your jolly MLA PR & Marketing Committee!
Lisa
```````````````````````````````````````
Lisa Mecklenberg Jackson
JD, MSLIS Legislative Librarian
Author Barbara Kingsolver
As the above quote demonstrates, people appreciate librarians and libraries.
So, let's celebrate! National Library Week is next week (April 6-12). Are YOU ready?
If not, here are some ideas for celebrating National Library Week.
CONTESTS: (You'll need to have some prizes)
- Disc toss--a good way to use old CD-roms
- Guess how many bookworms are in the librarian's head (get a clear plastic head, dress it up a bit, and stuff it with gummy worms)
- Photo contest--match the employee with the baby picture
- Stump the Librarian Day
- "Putting for Prizes"--set up a putting green for 1 hour in the morning, 1 hour in the afternoon. Putters earn a handicap (move closer to the cup) by answering trivia questions correctly. Successful putts get name entered for drawing.
- "Why My Library Books are Overdue" excuse contest--best excuse wins a prize!
FOOD:
- Bagels for breakfast
- Candy or baked goods Monday through Thursday--ice cream social on Friday
PROMOTION:
- "Patron of the Day." Pick a person at random to be Patron of the Day.
Take his or her picture (with a Polaroid camera) and give him or her a gift of some sort.
- Book sale/swap. Set out a table for people to bring in used books that others might take home or purchase
- Movie over the lunch hour
- Create a personalized word search puzzle using your library terms or names. You can also make your puzzle contain two hidden messages--such a "Happy Library Week" or "The Legislative Library Rocks!" For help creating your puzzle go to http://puzzlemaker.school.discovery.com/chooseapuzzle.html
Also, programming ideas to highlight the role of librarians, as well as libraries, are available on the @ your library Website at www.ala.org/@yourlibrary/nlw.cfm. The page also features publicity materials, including a proclamation, display ideas, PSAs, and a sample press release which libraries can customize. The MLA PR & Marketing Committee urges you to send the National Library Week press release and/or the editorial to your local paper. The majority of the work is already done for you! There's also great stuff about CIPA and the Patriot Act in the Save America's Libraries Tool Kit which can be accessed at www.ala.org/pio/csal_toolkit.html
Plan to have something different going on every day during National Library Week, April 6-12.
Make sure to make use of various print and electronic means available in your library to publicize your events
Hope you all have some fun events planned for next week (I know I do!).
Happy National Library Week on behalf of your jolly MLA PR & Marketing Committee!
Lisa
```````````````````````````````````````
Lisa Mecklenberg Jackson
JD, MSLIS Legislative Librarian
PR Hint of the Week - June 2003 - More on Marketing
Hello all,
Since this hint fits in nicely with Jim's marketing hint sent earlier today, I will send this out today. My apologies for not getting it out last week as it should have been.
Marketing here, marketing there, marketing everywhere.
You may have the best library in the world, but it's not going to mean anything unless people know about you. Marketing of library services is essential--in any type of library. Accordingly, here are a few tips on marketing that I hope prove valuable to all Montana libraries.
Go to library users:
An audience must be reached wherever they may be. Flyers and display racks are great, for those people who actually come into the library. If the graphics in your library's flyers are good, post a PDF version on your Website; make sure to link it from the homepage with a catchy headline. Beyond using the library Website to market the library and its programs, find out where users spend time and make the library's presence known. Don't expect users to take the initiative to find the library. Placemats in a cafeteria helped advertise the newest programs at Bennett D. Katz Library at the University of Maine at Augusta. A "welcome wagon" type program targeted new faculty at the Texas Tech University Law Library.
Look at pop culture for inspiration:
At last May's "Boot Camp for Teachers of Electronic Research" in Atlanta, participants mentioned that they adopted the TV show "Survivor" for their classes. They reported that their audiences were attracted to the programs by the catchy titles and were engaged by the teaching formats adopted from the show. Last November, Montana Legislative Services hosted an orientation program for legislators entitled "Who Wants To Be Ethical," based on the game show "Who Wants to be a Millionaire." Judging from the evaluation forms, this program was a big hit.
Use audiovisual tools for added impact:
If you have the capabilities, use a digital video on your Website or produce an "infomercial" to be broadcast on your local TV or radio stations.
Use nontraditional handouts and flyers:
For example, make a business card magnet for the library. Adhesive-backed magnets can be bought in bulk for reasonable prices--e.g. 50 adhesive-backed business card magnets can be purchased for $9.95 plus shipping at http://shopping.yahoo.com. Or, if your library has a brown bag lunch series, how about this? The U.S. Court of Appeals 8th Circuit Library markets its brown bag lunch series with brown bags around the building with event details posted on them. The brown bags are an unmistakable sign that a speaker will be appearing. Some users have even suggested potential topics and speakers for the series.
Take a cue from retailers:
To remind users about library rules in an interesting "non-scolding" way, why not initiate a scandal sheet like the National Enquirer, using big headlines and bold colors? I can see the headline: "Spontaneous Combustion or Aliens Among Us?--Books Vanish From Library Shelves."
Get ideas from other libraries or associations:
For a sample @ your library brochure, which you can customize to fit your library, go to MLA's Website at http://www.mtlib.org/advocacy.html
The American Library Association's Public Information Office (http://www.ala.org/Content/NavigationMenu/Our_Association/Offices/Public_Information/Public_Information.htm) coordinates the association's public relations and marketing efforts, including National Library Week. In addition, the office administers PR Talk, a listserv for discussion of public relations ideas and issues. To join, go to http://www.ala.org/Content/ContentGroups/Advocacy/Listservs.htm.
So Montana librarians, go forth and market!
On behalf of your friendly MLA PR and Marketing Committee,
Lisa
Since this hint fits in nicely with Jim's marketing hint sent earlier today, I will send this out today. My apologies for not getting it out last week as it should have been.
Marketing here, marketing there, marketing everywhere.
You may have the best library in the world, but it's not going to mean anything unless people know about you. Marketing of library services is essential--in any type of library. Accordingly, here are a few tips on marketing that I hope prove valuable to all Montana libraries.
Go to library users:
An audience must be reached wherever they may be. Flyers and display racks are great, for those people who actually come into the library. If the graphics in your library's flyers are good, post a PDF version on your Website; make sure to link it from the homepage with a catchy headline. Beyond using the library Website to market the library and its programs, find out where users spend time and make the library's presence known. Don't expect users to take the initiative to find the library. Placemats in a cafeteria helped advertise the newest programs at Bennett D. Katz Library at the University of Maine at Augusta. A "welcome wagon" type program targeted new faculty at the Texas Tech University Law Library.
Look at pop culture for inspiration:
At last May's "Boot Camp for Teachers of Electronic Research" in Atlanta, participants mentioned that they adopted the TV show "Survivor" for their classes. They reported that their audiences were attracted to the programs by the catchy titles and were engaged by the teaching formats adopted from the show. Last November, Montana Legislative Services hosted an orientation program for legislators entitled "Who Wants To Be Ethical," based on the game show "Who Wants to be a Millionaire." Judging from the evaluation forms, this program was a big hit.
Use audiovisual tools for added impact:
If you have the capabilities, use a digital video on your Website or produce an "infomercial" to be broadcast on your local TV or radio stations.
Use nontraditional handouts and flyers:
For example, make a business card magnet for the library. Adhesive-backed magnets can be bought in bulk for reasonable prices--e.g. 50 adhesive-backed business card magnets can be purchased for $9.95 plus shipping at http://shopping.yahoo.com. Or, if your library has a brown bag lunch series, how about this? The U.S. Court of Appeals 8th Circuit Library markets its brown bag lunch series with brown bags around the building with event details posted on them. The brown bags are an unmistakable sign that a speaker will be appearing. Some users have even suggested potential topics and speakers for the series.
Take a cue from retailers:
To remind users about library rules in an interesting "non-scolding" way, why not initiate a scandal sheet like the National Enquirer, using big headlines and bold colors? I can see the headline: "Spontaneous Combustion or Aliens Among Us?--Books Vanish From Library Shelves."
Get ideas from other libraries or associations:
For a sample @ your library brochure, which you can customize to fit your library, go to MLA's Website at http://www.mtlib.org/advocacy.html
The American Library Association's Public Information Office (http://www.ala.org/Content/NavigationMenu/Our_Association/Offices/Public_Information/Public_Information.htm) coordinates the association's public relations and marketing efforts, including National Library Week. In addition, the office administers PR Talk, a listserv for discussion of public relations ideas and issues. To join, go to http://www.ala.org/Content/ContentGroups/Advocacy/Listservs.htm.
So Montana librarians, go forth and market!
On behalf of your friendly MLA PR and Marketing Committee,
Lisa
PR Hint of the Week - Nov 4, 2003 - Constitutions of the World
We're baaaaacccckkkk!
Yes, after a summer hiatus that extended into the fall (how quickly time slips away) the MLA PR & Marketing Committee is once again ready to bring to you the exciting, the spine tingling, the mind boggling... PR HINT OF THE WEEK!
Have you ever been asked to find the Constitution for... Canada? Norway? How about Japan? This week's PR Hint focuses on world Constitutions and the sites where you can find them.
http://www.findlaw.com/01topics/06constitutional/03forconst/
http://www.washlaw.edu/forint/alpha/c/constitutionallaw.htm
http://www.oefre.unibe.ch/law/icl/home.html
http://www.bu.edu/lawlibrary/research/int/foreign/constitutions.htm
http://confinder.richmond.edu
http://www.artsci.lsu.edu/poli/const.html#world
http://kclibrary.nhmccd.edu/constitutions-subject.html
http://www.constitution.org/cons/natlcons.htm
http://www.adminet.com/world/consti/
http://dir.yahoo.com/Government/Law/Constitutional/Constitutions/
http://www.chanrobles.com/worldconstitutions.htm
http://www.loc.gov/rr/international/portals.html
Check out these links. Each searches a little differently, but all are easy to use and get you right where you want to be in a few quick steps. Most helpful. It promotes great public relations for our libraries to be able to help our patrons find not only United States information quickly, but that of other countries as well.
If you ever have any ideas for topics for these PR Hints of the Week, feel free to let a member of the MLA PR & Marketing Committee know. In fact, if you have ANY sort of idea or thought related to marketing of our libraries, we'd love to hear from you. Members of the committee are myself, Linette Ivanovitch, Chandler Jackson, Jim Kammerer, Jude Smith, Jennie Stapp, and Jan Zauha.
Thanks and Happy Constitutioning!
Lisa
Yes, after a summer hiatus that extended into the fall (how quickly time slips away) the MLA PR & Marketing Committee is once again ready to bring to you the exciting, the spine tingling, the mind boggling... PR HINT OF THE WEEK!
Have you ever been asked to find the Constitution for... Canada? Norway? How about Japan? This week's PR Hint focuses on world Constitutions and the sites where you can find them.
http://www.findlaw.com/01topics/06constitutional/03forconst/
http://www.washlaw.edu/forint/alpha/c/constitutionallaw.htm
http://www.oefre.unibe.ch/law/icl/home.html
http://www.bu.edu/lawlibrary/research/int/foreign/constitutions.htm
http://confinder.richmond.edu
http://www.artsci.lsu.edu/poli/const.html#world
http://kclibrary.nhmccd.edu/constitutions-subject.html
http://www.constitution.org/cons/natlcons.htm
http://www.adminet.com/world/consti/
http://dir.yahoo.com/Government/Law/Constitutional/Constitutions/
http://www.chanrobles.com/worldconstitutions.htm
http://www.loc.gov/rr/international/portals.html
Check out these links. Each searches a little differently, but all are easy to use and get you right where you want to be in a few quick steps. Most helpful. It promotes great public relations for our libraries to be able to help our patrons find not only United States information quickly, but that of other countries as well.
If you ever have any ideas for topics for these PR Hints of the Week, feel free to let a member of the MLA PR & Marketing Committee know. In fact, if you have ANY sort of idea or thought related to marketing of our libraries, we'd love to hear from you. Members of the committee are myself, Linette Ivanovitch, Chandler Jackson, Jim Kammerer, Jude Smith, Jennie Stapp, and Jan Zauha.
Thanks and Happy Constitutioning!
Lisa
PR Hint of the Week - Jan 13, 2004 - Elvis, Librarians, Community Needs, and the Wayback Machine
What do Elvis, READ posters, the role of librarians in the Information Age, assessing community needs, and the Wayback Machine have in common? Well, normally nothing. But today, in one special moment, they are coming together to form this week's PR Hint of the Week from your friendly MLA PR & Marketing Committee.
Elvis: Did you know last week (Jan. 8) was Elvis' birthday? He was born in 1935, which would have made him 69 this year. Long may his memory live (is it time for Bruce N. to reprise his role of The King, do you think?).
READ posters: In response to ongoing demand for do-it-yourself (very cool) READ poster options in schools and libraries, ALA Graphics is producing the READ CD to provide licensing and high-quality design templates for libraries and media centers. The CD is a license for the individual library purchaser to create unlimited, not-for-profit, not-for-sale, READ posters and bookmarks when using the graphics from the CD. Posters and bookmarks can feature students, faculty, staff, volunteers, patrons, funders, and local celebrities. The CD is available from the ALA Spring 2004 Graphics catalog at www.ala.org for $89.10 and one must have Photoshop to use it. This is a great idea!
The role of librarians in the Information Age: A new series of downloadable print public service announcements (PSAs) that promote pay equity, recruitment, and the role of librarians in the Information Age are now available on the @your library Website at www.ala.org (navigate through Issues & Advocacy, @your library, @your library Website, PR Tools & Resources). They are intended to help librarians promote key issues at the state and local level. The PSAs follow one previously made by the library community that supports library funding efforts entitled, "The future is @ your library, so make sure your library has a future."
Assessing community needs: The Southern Ontario Library Service produces "The Library's Contribution to Your Community: A Resource Manual for Libraries to Document their Social and Economic Contribution to the Local Community." While the $200 price tag may be a bit hefty for many (yes, Lisa), there are eight library case studies at www.sols.org.publications/LCTYC/index.html that provide valuable information on assessing the library's contribution to the community.
The Wayback Machine provides access to an archive of more than 30 billion Webpages dating back to 1996. To access the archive, all you need to do is enter the URL you're looking for and select Take Me Back. Assuming that the page you're looking for has been archived, you'll see a list of dates on which the page was archived. Click on a date and see what the page looked like then. You can track the development of a Website's design or use it to find newspaper articles whose URLs are no longer available on the newspaper's Website.
Hope you're having a great 2004!
On behalf of your friendly MLA PR & Marketing Committee,
Lisa
Elvis: Did you know last week (Jan. 8) was Elvis' birthday? He was born in 1935, which would have made him 69 this year. Long may his memory live (is it time for Bruce N. to reprise his role of The King, do you think?).
READ posters: In response to ongoing demand for do-it-yourself (very cool) READ poster options in schools and libraries, ALA Graphics is producing the READ CD to provide licensing and high-quality design templates for libraries and media centers. The CD is a license for the individual library purchaser to create unlimited, not-for-profit, not-for-sale, READ posters and bookmarks when using the graphics from the CD. Posters and bookmarks can feature students, faculty, staff, volunteers, patrons, funders, and local celebrities. The CD is available from the ALA Spring 2004 Graphics catalog at www.ala.org for $89.10 and one must have Photoshop to use it. This is a great idea!
The role of librarians in the Information Age: A new series of downloadable print public service announcements (PSAs) that promote pay equity, recruitment, and the role of librarians in the Information Age are now available on the @your library Website at www.ala.org (navigate through Issues & Advocacy, @your library, @your library Website, PR Tools & Resources). They are intended to help librarians promote key issues at the state and local level. The PSAs follow one previously made by the library community that supports library funding efforts entitled, "The future is @ your library, so make sure your library has a future."
Assessing community needs: The Southern Ontario Library Service produces "The Library's Contribution to Your Community: A Resource Manual for Libraries to Document their Social and Economic Contribution to the Local Community." While the $200 price tag may be a bit hefty for many (yes, Lisa), there are eight library case studies at www.sols.org.publications/LCTYC/index.html that provide valuable information on assessing the library's contribution to the community.
The Wayback Machine provides access to an archive of more than 30 billion Webpages dating back to 1996. To access the archive, all you need to do is enter the URL you're looking for and select Take Me Back. Assuming that the page you're looking for has been archived, you'll see a list of dates on which the page was archived. Click on a date and see what the page looked like then. You can track the development of a Website's design or use it to find newspaper articles whose URLs are no longer available on the newspaper's Website.
Hope you're having a great 2004!
On behalf of your friendly MLA PR & Marketing Committee,
Lisa
PR Hint of the Week - March 1, 2004 - Websites for CIPA, IF, Economic impacts
This week's PR Hint of the Week focuses on information resources for several high-impact issues facing many libraries today: CIPA, intellectual freedom, and the economic impact of libraries in our communities. Hope you will find these resources useful!
Public libraries and the Children's Internet Protection Act (CIPA): Legal Sources http://www.llrx.com/features/cipabiblio.htm
Intellectual freedom legislation in the states http://www.ala.org/ala/oif/ifissues/inthestates/statelegislation.htm
A study done by OCLC on how libraries stack up. Some great comparisons of libraries and their worth measured against other businesses. This is a neat snapshot of the economic impact of libraries.
http://www.oclc.org/index/compare/
On behalf of your hardworking MLA PR & Marketing Committee, Lisa
Public libraries and the Children's Internet Protection Act (CIPA): Legal Sources http://www.llrx.com/features/cipabiblio.htm
Intellectual freedom legislation in the states http://www.ala.org/ala/oif/ifissues/inthestates/statelegislation.htm
A study done by OCLC on how libraries stack up. Some great comparisons of libraries and their worth measured against other businesses. This is a neat snapshot of the economic impact of libraries.
http://www.oclc.org/index/compare/
On behalf of your hardworking MLA PR & Marketing Committee, Lisa
PR Hint of the Week - March 17, 2004 - Getting Covered in the News
TV Reporter Shares the Secrets to Getting Covered in the News
By Jeff Crilley, Author, Free Publicity
Do you have a great idea for a story, but no clue how to get it in the news?
Are you tired of pitching press releases the news media simply ignores?
After twenty years of beating the street as a TV reporter, I have a scoop for you: the media needs good stories. But most stories are pitched so poorly, they are lost in the blizzard of faxes that blanket every newsroom.
So, here are some insider secrets to getting covered on the news that even some PR pros don't know:
BE UNUSUAL
The old adage about "Man bites dog" still holds true. The news doesn't cover what's normal. We cover the abnormal. PR whiz Carolyn Alvey knew this when she was trying to raise money for a charity several years ago. Instead of holding a garage sale, she sent out a press release announcing a "Celebrity Garage Sale." Everything from Bob Hope's old golf clubs to Roger Staubach's long-neglected neckties were for sale. By making an ordinary garage sale extraordinary, the media was instantly sold on the story.
TIE INTO A FEEDING FRENZY
Sometimes it's just a matter of asking yourself, "What will the media be buying?" Harry Potter is a great example. For the last few J.K. Rowling releases, I've found myself reporting live from local bookstores interviewing children dressed in costume about how they can't wait until the stroke of midnight so they can get their hands on the next installment. Hold a Harry Potter party, complete with a costume contest on the weekend of the next release and you'll have a parking lot full of news trucks.
CHOOSE THE RIGHT REPORTER
Perhaps the most common mistake even some PR pros make is trying to sell a good story to the wrong person. Most reporters have a specialty, like "crime" or "business." So, seek out the reporter who will have the most to benefit from your story. Start studying the news. Before you call a TV station or try and pitch the paper, become familiar with a reporter's work. Most of your stories will probably be feature stories. You'll want to pitch it to the reporter who enjoys warm, fuzzy pieces.
WRITE LIKE A REPORTER
If I were going to send a press release to a reporter, I'd write the kind of headline that a newspaper would run. And I'd make the rest of the release so conversational that a TV anchor could read it right on the air. Why is this so important? A major market newsroom gets hundreds of press releases every day. Often the decision on whether to cover your story is made in a matter of seconds. Many times that well-crafted sentence in the third paragraph of your press release is never read.
WAIT FOR A SLOW NEWS DAY
The holidays are the slowest "news times" of the year. When government offices are closed, so are most of our sources. Take advantage of it. In fact, take out your calendar and begin circling government holidays and the days surrounding government holidays. If the government is coasting into a long holiday weekend, so is the rest of the country. That's when we reporters are scrambling to find something to cover. Pitch even an average story on a day when the media is starving for news, and you're much more likely to get coverage.
FLATTERY WILL GET YOU EVERYWHERE
When you call a journalist on the phone, the best opening line there is goes like this: "Can I tell you how much I love your work?" All reporters have egos. We like to believe you faithfully watch our reports or clip our articles from the paper and hang them on your refrigerator. When you call us and give us sincere and specific complements, we think we have a fan on the phone. Our guard is down. We don't know we're about to be pitched. But more importantly, you are communicating something very important to the journalist. You're saying, "I know who you are, what you do, and why you're the best person for this story." You'd be surprised at how many people will call a TV reporter and ask, "Now, are you the person who is on camera or are you behind the scenes?" That's a very bad pitch.
THANK YOU NOTES
After the story airs or is printed in the paper, send a thank you note for the coverage. That simple gesture goes a long way. But it amazes me how few people take the time to do it. I'd say only one out of every hundred people I put on the news ever bothers to call or write and thank me. And it shouldn't stop there. Take an interest in the reporters and the stories they cover. Later you might want to drop them a note for no reason other than to complement them on a good report. Tell them you're always keeping your eye out for other good stories to give them. It keeps your name in front of them and continues to build good will.
There you go. Now you're armed with knowledge that even some well-paid public relations professions don't practice. If your idea is unique, visual, and pitched to the right person when the supply of news is running thin, you're in!
Jeff Crilley is an Emmy Award Winning Reporter and author of Free Publicity-A TV Reporter Shares the Secrets for Getting Covered on the News (ISBN 0-9726474-0-6)
Happy reporting from your friendly MLA PR & Marketing Committee!
Lisa
By Jeff Crilley, Author, Free Publicity
Do you have a great idea for a story, but no clue how to get it in the news?
Are you tired of pitching press releases the news media simply ignores?
After twenty years of beating the street as a TV reporter, I have a scoop for you: the media needs good stories. But most stories are pitched so poorly, they are lost in the blizzard of faxes that blanket every newsroom.
So, here are some insider secrets to getting covered on the news that even some PR pros don't know:
BE UNUSUAL
The old adage about "Man bites dog" still holds true. The news doesn't cover what's normal. We cover the abnormal. PR whiz Carolyn Alvey knew this when she was trying to raise money for a charity several years ago. Instead of holding a garage sale, she sent out a press release announcing a "Celebrity Garage Sale." Everything from Bob Hope's old golf clubs to Roger Staubach's long-neglected neckties were for sale. By making an ordinary garage sale extraordinary, the media was instantly sold on the story.
TIE INTO A FEEDING FRENZY
Sometimes it's just a matter of asking yourself, "What will the media be buying?" Harry Potter is a great example. For the last few J.K. Rowling releases, I've found myself reporting live from local bookstores interviewing children dressed in costume about how they can't wait until the stroke of midnight so they can get their hands on the next installment. Hold a Harry Potter party, complete with a costume contest on the weekend of the next release and you'll have a parking lot full of news trucks.
CHOOSE THE RIGHT REPORTER
Perhaps the most common mistake even some PR pros make is trying to sell a good story to the wrong person. Most reporters have a specialty, like "crime" or "business." So, seek out the reporter who will have the most to benefit from your story. Start studying the news. Before you call a TV station or try and pitch the paper, become familiar with a reporter's work. Most of your stories will probably be feature stories. You'll want to pitch it to the reporter who enjoys warm, fuzzy pieces.
WRITE LIKE A REPORTER
If I were going to send a press release to a reporter, I'd write the kind of headline that a newspaper would run. And I'd make the rest of the release so conversational that a TV anchor could read it right on the air. Why is this so important? A major market newsroom gets hundreds of press releases every day. Often the decision on whether to cover your story is made in a matter of seconds. Many times that well-crafted sentence in the third paragraph of your press release is never read.
WAIT FOR A SLOW NEWS DAY
The holidays are the slowest "news times" of the year. When government offices are closed, so are most of our sources. Take advantage of it. In fact, take out your calendar and begin circling government holidays and the days surrounding government holidays. If the government is coasting into a long holiday weekend, so is the rest of the country. That's when we reporters are scrambling to find something to cover. Pitch even an average story on a day when the media is starving for news, and you're much more likely to get coverage.
FLATTERY WILL GET YOU EVERYWHERE
When you call a journalist on the phone, the best opening line there is goes like this: "Can I tell you how much I love your work?" All reporters have egos. We like to believe you faithfully watch our reports or clip our articles from the paper and hang them on your refrigerator. When you call us and give us sincere and specific complements, we think we have a fan on the phone. Our guard is down. We don't know we're about to be pitched. But more importantly, you are communicating something very important to the journalist. You're saying, "I know who you are, what you do, and why you're the best person for this story." You'd be surprised at how many people will call a TV reporter and ask, "Now, are you the person who is on camera or are you behind the scenes?" That's a very bad pitch.
THANK YOU NOTES
After the story airs or is printed in the paper, send a thank you note for the coverage. That simple gesture goes a long way. But it amazes me how few people take the time to do it. I'd say only one out of every hundred people I put on the news ever bothers to call or write and thank me. And it shouldn't stop there. Take an interest in the reporters and the stories they cover. Later you might want to drop them a note for no reason other than to complement them on a good report. Tell them you're always keeping your eye out for other good stories to give them. It keeps your name in front of them and continues to build good will.
There you go. Now you're armed with knowledge that even some well-paid public relations professions don't practice. If your idea is unique, visual, and pitched to the right person when the supply of news is running thin, you're in!
Jeff Crilley is an Emmy Award Winning Reporter and author of Free Publicity-A TV Reporter Shares the Secrets for Getting Covered on the News (ISBN 0-9726474-0-6)
Happy reporting from your friendly MLA PR & Marketing Committee!
Lisa
PR Hint of the Month - Dec 2005 - Marketing Smart
So, here's your first PR Hint of the Month...the following is from an article relating to creative artists--but I thought it quite applicable to librarians as well. (Just insert the word "library" in where the article says "company" and viola!--worthy tips for all of us). We must all continually "market" our library products and services.
The Art of Business: Marketing Smart
Nine top ways to make your marketing fast and effective.
The current economy is characterized by customer infidelity, where every creative firm continually faces the prospect of losing the majority of its clients. As a result, creative professionals are finding themselves in the unenviable position of having to continually market. That can be a drag, but it doesn't have to be when it's well integrated into your daily work routine and effectively managed. Here are nine ways to market smarter.
1. Create specific goals and objectives. Even if you're a one-person shop, it's a good exercise to set actual targets for sales leads, prospects, and revenue-producing projects. Instead of saying simply "I need more work," set a figure and strive to achieve it. Naturally, your goals should be in line with your output potential. But the bottom line is that you can't measure success without first defining it.
2. Learn to love relationships. Marketing is often thought of as a one-to-many activity, but in this day and age, and particularly in our industry, marketing is more about creating and maintaining relationships with, not only clients, but vendors, colleagues, and competitors. These folks are your best source for your next client. Take the time to develop and maintain relationships.
3. Promote your unique selling proposition. The creative profession used to be primarily local, but not anymore. It used to be primarily design-based, not anymore. Now it's global and technology-based. With tens of thousands of competitors in the U.S. alone, it's important that you clearly highlight and market those services and talents that truly make you different and valuable. Perhaps it's good customer service, fast turnaround, database expertise, application development --name it, and then lead with it, because differentiation is the name of the game.
4. Keep the fires burning. Once you identify your best clients, retain them by continually reestablishing your relevancy. Do so by making your company the number-one source of ideas and information about the clients' industries and interests. Reward your good clients by knowing what they value most and validating those values. For creative professionals, the most valued client commodity often is time and expertise. Extend yourself beyond the norm for your best clients, and in doing so, you'll let them know that the relationship is important to you.
5. Love the limelight. Here's one of the great marketing truisms of all time:
Media begets media. Every effort you make to get a little publicity will very likely pay back in spades with more publicity. Get involved with local community projects and industry associations. Make your voice heard by becoming involved in your city, region, or industry. It bears repeating: Media begets media.
6. Stay targeted. Broad marketing is wasteful and ineffective. Don't waste time with a wide net. Identify and prioritize target prospects that are a match for your competitive advantage.
7. It's 2005 -- do you know where your Web site is? Is it stuck in 1999? Make sure it looks fresh and answers the pertinent questions most business prospects need to know when researching your services, including easy-to-find contact information. Also make sure your site matches the look of your collateral materials and overall visual branding.
8. Tell your story, always. You are your company's spokesperson, brand manager, and mascot. Always be willing to speak about yourself and your services, even if you don't think you're speaking with a prospect. It's amazing how many leads can come out of casual conversations.
9. Learn how to close. Marketing is courtship, closing is the marriage. You've got to know when to pop the question and close the deal. The best way is to get the prospect to agree to a series of little "yeses" instead of one big one: "Do you think your collateral material can be improved?" "Would you care to hear some ideas?" "Can we set up a meeting?" "Would a formal presentation by end of next week work for you?" "Would you like to get started soon?" Try it, it works.
```````````````````````````````````````
Lisa Mecklenberg Jackson
J.D., M.L.I.S. Legislative Librarian
The Art of Business: Marketing Smart
Nine top ways to make your marketing fast and effective.
The current economy is characterized by customer infidelity, where every creative firm continually faces the prospect of losing the majority of its clients. As a result, creative professionals are finding themselves in the unenviable position of having to continually market. That can be a drag, but it doesn't have to be when it's well integrated into your daily work routine and effectively managed. Here are nine ways to market smarter.
1. Create specific goals and objectives. Even if you're a one-person shop, it's a good exercise to set actual targets for sales leads, prospects, and revenue-producing projects. Instead of saying simply "I need more work," set a figure and strive to achieve it. Naturally, your goals should be in line with your output potential. But the bottom line is that you can't measure success without first defining it.
2. Learn to love relationships. Marketing is often thought of as a one-to-many activity, but in this day and age, and particularly in our industry, marketing is more about creating and maintaining relationships with, not only clients, but vendors, colleagues, and competitors. These folks are your best source for your next client. Take the time to develop and maintain relationships.
3. Promote your unique selling proposition. The creative profession used to be primarily local, but not anymore. It used to be primarily design-based, not anymore. Now it's global and technology-based. With tens of thousands of competitors in the U.S. alone, it's important that you clearly highlight and market those services and talents that truly make you different and valuable. Perhaps it's good customer service, fast turnaround, database expertise, application development --name it, and then lead with it, because differentiation is the name of the game.
4. Keep the fires burning. Once you identify your best clients, retain them by continually reestablishing your relevancy. Do so by making your company the number-one source of ideas and information about the clients' industries and interests. Reward your good clients by knowing what they value most and validating those values. For creative professionals, the most valued client commodity often is time and expertise. Extend yourself beyond the norm for your best clients, and in doing so, you'll let them know that the relationship is important to you.
5. Love the limelight. Here's one of the great marketing truisms of all time:
Media begets media. Every effort you make to get a little publicity will very likely pay back in spades with more publicity. Get involved with local community projects and industry associations. Make your voice heard by becoming involved in your city, region, or industry. It bears repeating: Media begets media.
6. Stay targeted. Broad marketing is wasteful and ineffective. Don't waste time with a wide net. Identify and prioritize target prospects that are a match for your competitive advantage.
7. It's 2005 -- do you know where your Web site is? Is it stuck in 1999? Make sure it looks fresh and answers the pertinent questions most business prospects need to know when researching your services, including easy-to-find contact information. Also make sure your site matches the look of your collateral materials and overall visual branding.
8. Tell your story, always. You are your company's spokesperson, brand manager, and mascot. Always be willing to speak about yourself and your services, even if you don't think you're speaking with a prospect. It's amazing how many leads can come out of casual conversations.
9. Learn how to close. Marketing is courtship, closing is the marriage. You've got to know when to pop the question and close the deal. The best way is to get the prospect to agree to a series of little "yeses" instead of one big one: "Do you think your collateral material can be improved?" "Would you care to hear some ideas?" "Can we set up a meeting?" "Would a formal presentation by end of next week work for you?" "Would you like to get started soon?" Try it, it works.
```````````````````````````````````````
Lisa Mecklenberg Jackson
J.D., M.L.I.S. Legislative Librarian
PR Hints Going From Weekly to Monthly & Library Quotes
Hi Montana librarians,
"Knowledge is free at the library. Just bring your own container."
"And the smell of the library was always the same - the musty odour of old clothes mixed with the keener scent of unwashed bodies, creating what the chief librarian had once described as 'the steam of the social soup.'"
(Chatterton, chapter 5).
Like those? There are many more great library quotes like these at http://informatics.buffalo.edu/faculty/ellison/quotes/libquotesac.html.
So, due to public demand (OK, a few people said they liked it), the MLA PR & Marketing Committee will once again be sending out PR Hints on Wired.
However, they are not going to be appearing as frequently as they once did.
Prepare yourself for the "PR Hint of the MONTH," rather than the "PR Hint of the Week" so as not to have everyone on the marketing committee revolt and quit. :) I hope you find these monthly tips helpful to you and your library.
If you have ideas for topics for these Hints, please do not hesitate to send your input my way.
Thank you very much!
Lisa
Chair, MLA PR & Marketing
"Knowledge is free at the library. Just bring your own container."
"And the smell of the library was always the same - the musty odour of old clothes mixed with the keener scent of unwashed bodies, creating what the chief librarian had once described as 'the steam of the social soup.'"
(Chatterton, chapter 5).
Like those? There are many more great library quotes like these at http://informatics.buffalo.edu/faculty/ellison/quotes/libquotesac.html.
So, due to public demand (OK, a few people said they liked it), the MLA PR & Marketing Committee will once again be sending out PR Hints on Wired.
However, they are not going to be appearing as frequently as they once did.
Prepare yourself for the "PR Hint of the MONTH," rather than the "PR Hint of the Week" so as not to have everyone on the marketing committee revolt and quit. :) I hope you find these monthly tips helpful to you and your library.
If you have ideas for topics for these Hints, please do not hesitate to send your input my way.
Thank you very much!
Lisa
Chair, MLA PR & Marketing
PR Hint November 2006 - Value & Meaning to Info Experience (Broken links)
Something to think about...
The user is not broken. Your system is broken until proven otherwise...
The most significant help you can provide your users is to add value and meaning to the information experience, wherever it happens; defend their right to read; and then get out of the way... Information flows down the path of least resistance. If you block a tool the users want, users will go elsewhere to find it. You cannot change the user, but you can transform the user experience to meet the user. Meet people where they are--not where you want them to be.
Karen G. Schneider. "The User Is Not Broken." Free Range Librarian, June 3, 2006 http://freerangelibrarian.com/2006/06/the_user_is_not_broken_a_meme.php
Lisa Mecklenberg Jackson
MLA PR & Marketing Committee Chair
The user is not broken. Your system is broken until proven otherwise...
The most significant help you can provide your users is to add value and meaning to the information experience, wherever it happens; defend their right to read; and then get out of the way... Information flows down the path of least resistance. If you block a tool the users want, users will go elsewhere to find it. You cannot change the user, but you can transform the user experience to meet the user. Meet people where they are--not where you want them to be.
Karen G. Schneider. "The User Is Not Broken." Free Range Librarian, June 3, 2006 http://freerangelibrarian.com/2006/06/the_user_is_not_broken_a_meme.php
Lisa Mecklenberg Jackson
MLA PR & Marketing Committee Chair
PR Hint - Sept 2006 - Solving Pressing Community Challenges
Greetings to Montana librarians from your friendly MLA PR & Marketing Committee!
Want to assist us in writing PR Hints for Wired, help Montana libraries think of ways to market their services and produce documents to do that, put together a program, table, and poster session at the MLA Conference, help with the Montana librarians' calendar, and oh so much more?! Then join the MLA PR & Marketing Committee. We currently have several committee openings for enthusiastic and energetic librarians who want to help us get the word out about the great things librarians and libraries are doing in Montana. If you have a passion for what we do, you're the perfect person for this committee.
Shoot me an e-mail if you'd like to join the MLA PR & Marketing Committee--or if you'd like more information. And hey, congratulations to committee member Patricia Spencer of the Lewis & Clark Public Library, who recently delivered a bouncing baby girl named Jordyn!
Thanks--hope to hear from you!
Lisa
MLA PR & Marketing Committee Chair
PR HINT--Libraries can Play a Key Role in Solving Pressing Community Challenges
What do your users think of your library? What does the public think of libraries generally? An Americans for Libraries Council sponsored a study to learn what Americans think of libraries in the age of the Internet. It was conducted by Public Agenda and funded by the Bill & Melinda Gates Foundation. It shows that libraries are poised to lead the way to solutions to today's pressing community problems, including providing a safe and engaging place for teens; building a strong and literate workforce; and extending access to technology. It also finds that taking on such challenges is the best bet for libraries to strengthen their communities and their own funding futures. The final report, "Long Overdue: A Fresh Look at Public and Leadership Attitudes About Libraries in the 21st Century," has been published and can be downloaded, along with commentary, at http://www.lff.org/long_overdue061306.html. A glimpse into the results shows that libraries top the list of public services receiving an "A"
grade, ahead even of police and schools; more than half the public (52
percent) would rather raise taxes than cut library services or charge fees for them and nine in ten Americans believe that libraries will be
needed in the future, regardless of technological developments. But
along with the good news comes a wake-up call to the library community:
-Engaged citizens who vote in local elections and care deeply about libraries are no more likely than others to support libraries financially, or to advocate for their well-being - they simply don't know that library funding may be in jeopardy; -Elected officials recognize that communities trust libraries, but they do not fully employ (or fund) libraries to solve pressing community problems - problems that libraries are uniquely positioned to help resolve.
Now, what can YOU do with this report in your local Montana libraries?
See http://www.lff.org/long_overdue061306.html#word for some great ways you can help spread the word at the local level that libraries can play a key role in solving pressing community challenges.
BONUS FEATURE: Interesting article--Librarians at the Gates (Commentary on Librarians' Preserving Public Access to Information by Joseph
Huff-Hannon)
http://www.thenation.com/doc/20060828/librarians
Lisa Mecklenberg Jackson
J.D., M.L.I.S. Legislative Librarian
Want to assist us in writing PR Hints for Wired, help Montana libraries think of ways to market their services and produce documents to do that, put together a program, table, and poster session at the MLA Conference, help with the Montana librarians' calendar, and oh so much more?! Then join the MLA PR & Marketing Committee. We currently have several committee openings for enthusiastic and energetic librarians who want to help us get the word out about the great things librarians and libraries are doing in Montana. If you have a passion for what we do, you're the perfect person for this committee.
Shoot me an e-mail if you'd like to join the MLA PR & Marketing Committee--or if you'd like more information. And hey, congratulations to committee member Patricia Spencer of the Lewis & Clark Public Library, who recently delivered a bouncing baby girl named Jordyn!
Thanks--hope to hear from you!
Lisa
MLA PR & Marketing Committee Chair
PR HINT--Libraries can Play a Key Role in Solving Pressing Community Challenges
What do your users think of your library? What does the public think of libraries generally? An Americans for Libraries Council sponsored a study to learn what Americans think of libraries in the age of the Internet. It was conducted by Public Agenda and funded by the Bill & Melinda Gates Foundation. It shows that libraries are poised to lead the way to solutions to today's pressing community problems, including providing a safe and engaging place for teens; building a strong and literate workforce; and extending access to technology. It also finds that taking on such challenges is the best bet for libraries to strengthen their communities and their own funding futures. The final report, "Long Overdue: A Fresh Look at Public and Leadership Attitudes About Libraries in the 21st Century," has been published and can be downloaded, along with commentary, at http://www.lff.org/long_overdue061306.html. A glimpse into the results shows that libraries top the list of public services receiving an "A"
grade, ahead even of police and schools; more than half the public (52
percent) would rather raise taxes than cut library services or charge fees for them and nine in ten Americans believe that libraries will be
needed in the future, regardless of technological developments. But
along with the good news comes a wake-up call to the library community:
-Engaged citizens who vote in local elections and care deeply about libraries are no more likely than others to support libraries financially, or to advocate for their well-being - they simply don't know that library funding may be in jeopardy; -Elected officials recognize that communities trust libraries, but they do not fully employ (or fund) libraries to solve pressing community problems - problems that libraries are uniquely positioned to help resolve.
Now, what can YOU do with this report in your local Montana libraries?
See http://www.lff.org/long_overdue061306.html#word for some great ways you can help spread the word at the local level that libraries can play a key role in solving pressing community challenges.
BONUS FEATURE: Interesting article--Librarians at the Gates (Commentary on Librarians' Preserving Public Access to Information by Joseph
Huff-Hannon)
http://www.thenation.com/doc/20060828/librarians
Lisa Mecklenberg Jackson
J.D., M.L.I.S. Legislative Librarian
PR Hint of the Week - Nov 24, 2003 - Seizing new patrons
hint \'hint\: n [prob. alter. of obs. hent act of seizing, fr. hent vb.] 1. archaic : OPPORTUNITY, TURN. 2. an indirect or summary suggestion.
Webster's New Collegiate Dictionary, 1973.
One way (maybe) to seize new patrons and build some good will is to advertise free hot drinks in your library. Choose a very cold day. Put a collapsible sign on the sidewalk out front. In big bold letters write the word "FREE." Show lots of steam coming out of the cup. First-timers might be tempted to detour, come inside and warm up. Regular patrons will feel even better about visiting their library. Find someone, perhaps a volunteer, with a winning, inviting smile, to serve the hot drink. Apple cider is probably the easiest. (Hot chocolate stains carpets. Coffee
requires creamers, sugar packets, stir sticks, etc.) The same host/hostess
could gently indicate the location of additional trash receptacles set out especially for this occasion to minimize the cleanup and potential for spills.
Good luck!
Jim Kammerer
MLA PR/Marketing Committee
Addendum:
Serving hot drinks is a great idea presented by Jim. I'd like to offer a twist on the idea!
I did this very same idea only the reverse this past summer. I bought an inexpensive snow cone maker ($15), flavoring, a bag of ice, and brought it to work one day and made snow cones upon request. Brought in many new faces into the library! I tried to make a point for each person (new and familiar users) to learn something new about the library -- from 'what we offer' to 'projects in the works.'
Word of mouth made this very successful on those hot days. Next time I'm going to label the snow cone holders with a library stamp.
Heidi Sue Adams, MS, AHIP
KRMC Medical Librarian
Webster's New Collegiate Dictionary, 1973.
One way (maybe) to seize new patrons and build some good will is to advertise free hot drinks in your library. Choose a very cold day. Put a collapsible sign on the sidewalk out front. In big bold letters write the word "FREE." Show lots of steam coming out of the cup. First-timers might be tempted to detour, come inside and warm up. Regular patrons will feel even better about visiting their library. Find someone, perhaps a volunteer, with a winning, inviting smile, to serve the hot drink. Apple cider is probably the easiest. (Hot chocolate stains carpets. Coffee
requires creamers, sugar packets, stir sticks, etc.) The same host/hostess
could gently indicate the location of additional trash receptacles set out especially for this occasion to minimize the cleanup and potential for spills.
Good luck!
Jim Kammerer
MLA PR/Marketing Committee
Addendum:
Serving hot drinks is a great idea presented by Jim. I'd like to offer a twist on the idea!
I did this very same idea only the reverse this past summer. I bought an inexpensive snow cone maker ($15), flavoring, a bag of ice, and brought it to work one day and made snow cones upon request. Brought in many new faces into the library! I tried to make a point for each person (new and familiar users) to learn something new about the library -- from 'what we offer' to 'projects in the works.'
Word of mouth made this very successful on those hot days. Next time I'm going to label the snow cone holders with a library stamp.
Heidi Sue Adams, MS, AHIP
KRMC Medical Librarian
PR Hint for November 2007 - Posters
Tired of the same old posters for the holidays? Feel like you’re doing the same Library Promotion material over and over? Get out of your rut, and make your own posters using the American Library Association Graphics Read CD’s in your Library! The four disc set contains tons of poster and bookmark backgrounds and design pieces to make the most amazing and original READ posters for your library and events.
The Miles City Public Library featured their Fire Prevention Week posters in the October edition of FOCUS. For this special event, the Library staff grabbed some digital cameras and a stack of fire books and headed out to the Fire Hall for a photo op with the local firemen. Three very enthusiastic volunteers posed, changed uniforms, found an excitable Dalmatian puppy, climbed all over vehicles, and allowed us full reign of the Fire Hall for a morning. About 80 pictures later, we returned to the Library, and within an hour, had our first poster. Eventually, we decided on three 11 x 17 posters and a bookmark. During Fire Prevention Week, the local firemen passed out our Library READ posters and bookmarks in every school and classroom they visited. The posters also graced City Hall, the Fire Hall, and our Library (of course!).
After such a huge PR success, our staff has more ideas currently in the pipeline:
· Pictures of local teachers, in costume, on Halloween!
· Dentists at work in February for National Children’s Dental Health month
· Our local Policemen in the community
· Our Mayor and City Officials
· Doctors, Nurses, and EMT’s
· Library Staff and Board members in the Community (there’s a very embarrassing one of your’s truly my co-workers have threatened to circulate)
· For Christmas we’ll have Santa Reading @ the Miles City Public Library
This is just the beginning of our READ poster ideas—with many more city officials and local heroes to feature in the future. The community support and praise for our efforts is wonderful. The READ posters highlight local celebrities and talent; strong role-models our community can really look up to. To see our Firemen READ posters visit our Library’s website: www.MilesCityPublicLibrary.org. The Dalmatian one is still my favorite!
If you have the READ CD’s, but are having problems following the included tutorial, I put together a step-by-step 4 page packet that walks you through the whole process (using Adobe PhotoShop CS version 8.0). I would be glad to email this packet to anyone needing help making the READ CD’s work best in his/her Library (please send an email request to NASH@midrivers.com).
If your Library cannot afford the expense of the READ CD packet, do not let that discourage you from taking digital pictures and using Adobe PhotoShop or Microsoft Publisher to create your own READ posters without the CD’s—get creative with WordArt and fonts, use the software tools you already have in your Library! All it takes to begin is a photo of a great person reading... Dazzle your patrons with your new LOOK and fabulous bookmarks and posters.
Good Luck and Happy Designing!
Hannah Nash
Miles City Public Library
The Miles City Public Library featured their Fire Prevention Week posters in the October edition of FOCUS. For this special event, the Library staff grabbed some digital cameras and a stack of fire books and headed out to the Fire Hall for a photo op with the local firemen. Three very enthusiastic volunteers posed, changed uniforms, found an excitable Dalmatian puppy, climbed all over vehicles, and allowed us full reign of the Fire Hall for a morning. About 80 pictures later, we returned to the Library, and within an hour, had our first poster. Eventually, we decided on three 11 x 17 posters and a bookmark. During Fire Prevention Week, the local firemen passed out our Library READ posters and bookmarks in every school and classroom they visited. The posters also graced City Hall, the Fire Hall, and our Library (of course!).
After such a huge PR success, our staff has more ideas currently in the pipeline:
· Pictures of local teachers, in costume, on Halloween!
· Dentists at work in February for National Children’s Dental Health month
· Our local Policemen in the community
· Our Mayor and City Officials
· Doctors, Nurses, and EMT’s
· Library Staff and Board members in the Community (there’s a very embarrassing one of your’s truly my co-workers have threatened to circulate)
· For Christmas we’ll have Santa Reading @ the Miles City Public Library
This is just the beginning of our READ poster ideas—with many more city officials and local heroes to feature in the future. The community support and praise for our efforts is wonderful. The READ posters highlight local celebrities and talent; strong role-models our community can really look up to. To see our Firemen READ posters visit our Library’s website: www.MilesCityPublicLibrary.org. The Dalmatian one is still my favorite!
If you have the READ CD’s, but are having problems following the included tutorial, I put together a step-by-step 4 page packet that walks you through the whole process (using Adobe PhotoShop CS version 8.0). I would be glad to email this packet to anyone needing help making the READ CD’s work best in his/her Library (please send an email request to NASH@midrivers.com).
If your Library cannot afford the expense of the READ CD packet, do not let that discourage you from taking digital pictures and using Adobe PhotoShop or Microsoft Publisher to create your own READ posters without the CD’s—get creative with WordArt and fonts, use the software tools you already have in your Library! All it takes to begin is a photo of a great person reading... Dazzle your patrons with your new LOOK and fabulous bookmarks and posters.
Good Luck and Happy Designing!
Hannah Nash
Miles City Public Library
PR Hint of the Week - March 1, 2004 - Library issues
PR Hint of the Week - March 1, 2004 - Library issues
This week's PR Hint of the Week focuses on information resources for several high-impact issues facing many libraries today: CIPA, intellectual freedom, and the economic impact of libraries in our communities. Hope you will find these resources useful!
Public libraries and the Children's Internet Protection Act (CIPA):
Legal Sources http://www.llrx.com/features/cipabiblio.htm
Intellectual freedom legislation in the states http://www.ala.org/ala/oif/ifissues/inthestates/statelegislation.htm
A study done by OCLC on how libraries stack up. Some great comparisons of libraries and their worth measured against other businesses. This is a neat snapshot of the economic impact of libraries.
http://www.oclc.org/index/compare/
On behalf of your hardworking MLA PR & Marketing Committee, Lisa
```````````````````````````````````````
Lisa Mecklenberg Jackson
JD, MSLIS Legislative Librarian
Addendum:
To these fine sources I'd like to suggest one more:
http://www.aclin.org/filtering. This was developed to help guide Colorado libraries, but much is applicable to any library. One item that will soon be posted is a comparison test showing how different filters stack up, i.e. how much free filters over/underblock vs. fee-based services.
______________________________________
Eugene Hainer
Director, Library Development Services
Colorado State Library, CDE
This week's PR Hint of the Week focuses on information resources for several high-impact issues facing many libraries today: CIPA, intellectual freedom, and the economic impact of libraries in our communities. Hope you will find these resources useful!
Public libraries and the Children's Internet Protection Act (CIPA):
Legal Sources http://www.llrx.com/features/cipabiblio.htm
Intellectual freedom legislation in the states http://www.ala.org/ala/oif/ifissues/inthestates/statelegislation.htm
A study done by OCLC on how libraries stack up. Some great comparisons of libraries and their worth measured against other businesses. This is a neat snapshot of the economic impact of libraries.
http://www.oclc.org/index/compare/
On behalf of your hardworking MLA PR & Marketing Committee, Lisa
```````````````````````````````````````
Lisa Mecklenberg Jackson
JD, MSLIS Legislative Librarian
Addendum:
To these fine sources I'd like to suggest one more:
http://www.aclin.org/filtering. This was developed to help guide Colorado libraries, but much is applicable to any library. One item that will soon be posted is a comparison test showing how different filters stack up, i.e. how much free filters over/underblock vs. fee-based services.
______________________________________
Eugene Hainer
Director, Library Development Services
Colorado State Library, CDE
Monday, March 31, 2008
PR Hint of the Month - July 2006 - Giveaways
I liked this suggestion. When I was at BCR, my department gave away things like small screwdrivers, pens, hats, and bookmarks with fresnel lens magnifiers. There are a number of companies that have catalogs full of merchandise that can be logo imprinted. About the cheapest is to have a local printer produce library bookmarks on card stock and insert one in every book that is circulated. Perhaps they could be printed on old library catalog cards. Sort of a nostalgia thing. The Tattered Cover in Denver has been inserting bookmarks in every book sold for years. The have achieved a consistency of design to the point that I have spotted Tattered Cover bookmarks in NYC.
The recent request on Wired-MT for a source of
"...cloth book covers for paperback books. These had the names of classic literature on them to cover up what someone is really reading."
strikes me as the perfect idea for a library logoed item. Giving them away at library functions would be perfect. Even though a reader may not be reading a "library" paperback, they would be reminded constantly of the library, and if reading in public, would be constantly displaying the library's identity. Who would be embarrassed to do that? And I think most people would identify the book cover as too valuable to discard.
I found this source: http://www.stretchablebookcovers.com/ I cannot endorse them. I've never done business with them. The product may be too expensive to give away, but perhaps a benefactor would fund the purchase with the library's logo, and a small acknowledgement statement. "Book jacket courtesy of Joe's Bar & Grill".
Please feel free to use any of this response in any way.
Thank you for providing your PR Hints. I am still involved in marketing several non-profit organizations, and have used several of your suggestions.
James Speed Hensinger
The recent request on Wired-MT for a source of
"...cloth book covers for paperback books. These had the names of classic literature on them to cover up what someone is really reading."
strikes me as the perfect idea for a library logoed item. Giving them away at library functions would be perfect. Even though a reader may not be reading a "library" paperback, they would be reminded constantly of the library, and if reading in public, would be constantly displaying the library's identity. Who would be embarrassed to do that? And I think most people would identify the book cover as too valuable to discard.
I found this source: http://www.stretchablebookcovers.com/ I cannot endorse them. I've never done business with them. The product may be too expensive to give away, but perhaps a benefactor would fund the purchase with the library's logo, and a small acknowledgement statement. "Book jacket courtesy of Joe's Bar & Grill".
Please feel free to use any of this response in any way.
Thank you for providing your PR Hints. I am still involved in marketing several non-profit organizations, and have used several of your suggestions.
James Speed Hensinger
PR Hint of the Month - August 2006 - Using the Internet
For the month of August, I thought we'd sidetrack from marketing and look at how we can use the internet to more effectively address patron needs and wants. The following article, while it is geared towards public relations specialists, aptly applies to libraries as well. In today's age of email and the internet, more and more patrons are relying on on-line communications to make contact with their local library; in fact, some patrons may rely solely on on-line communication and never physically enter their library. As a result, we need to be able to meet their specific needs in a timely and professional manner.
The following article provides strong insight into the importance of effective on-line communication and offers some suggestions that we can all implement to make our on-line communications more effective as well as reflective of our library's specific mission.
Enjoy!
Patricia--MLA Marketing & PR Committee.
Internet communications ... let's get it right!!!(Online Public Relations).
G.A. "Andy" Marken.
Public Relations Quarterly 50.4 (Winter 2005): p13 (3). "The
products associated with the Internet are where I spend a lot ofmy time right now. It is a revolution that is bigger than the inventionof printing. It is a revolution that's bigger than the invention of thetelephone, radio, or any of the major revolutions that we've had in thepast."--John Warnock, president Adobe Systems Warnock was correct in his assessment of the Internet's capabilities, function, reach and potential. The Internet is becoming a major source of information and entertainment for people around the globe. We are constantly online gathering information, conducting transactions, being entertained and most of all ... communicating.
Industry analysts note that every day business people and "others" send more than 17 billion emails. They also acknowledge that more than 70 percent of the Internet traffic today is spam, phishing and other abuses of our bandwidth and time. But it still represents the primary tool of public relations contact and communications.
Email has become such a basic form of business communications--business to business, business to consumer--that the government has established clear guidelines on email archiving. That means you as a professional have to be concerned not only about what you say but also how you say it in your email communications. Not only can you embarrass your company and yourself but also email archives can be used in the court.
For public relations people email and Internet-base communications provides a new and exciting opportunity to reach people directly--press, industry analysts, consumers, business partners and business associates. With broadband access already available to most businesses we are accustomed to being able to send enhanced documents, audio and video files and comprehensive presentation materials effortlessly.
That same bandwidth is rapidly being deployed in homes as people begin to use the Internet to do more than just send email. The ability to be able to access the high-speed communications tool means people will increasingly enjoy Internet radio and TV. In addition, they will quickly share photos and videos with friends and family. It also represents an excellent means of reaching customers in their home.
Internet Communications Power
It is becoming such a widespread and immediate means of communications that Paul Vixie, author of a number of UNIX programs, warned; "The Internet is not for sissies." Jack Welch put the technology in a more positive light when he noted, "The Internet is the Viagra of big business."
We would have said it differently because the Internet puts all business--large and small--on a competitively equal footing if it is properly and effectively used. It provides unprecedented opportunities to economically and quickly reach broad and niche markets around the globe.
Unfortunately too many of us are "typical" Internet users. In fact, you're probably using the Internet a lot more for "other" activities than communicating with business partners, customers and members of the media.
And you probably do it all subconsciously.
But at the end of the day you find your to-do list hasn't gotten much shorter.
Peter Straub, a noted author, was pessimistic about how effective we are in using the Internet and our time. He commented at a conference, "Actual work takes up approximately a third of the day, not counting the lunch hour, and the remaining two-thirds are spent in meetings, gossip, flirtations, and checking out e-mail, favorite news groups and porn sites on the Internet."
Because almost all of our information is electronic today, individual public relations and communications professionals have a responsibility to be constantly vigilant on how they communicate as well as what it says about the organization and the originator. They also have to ensure that the information they communicate is properly protected.
The Two LaneHighway
Email is a two-way pipeline. You need to make certain that no viruses, Trojans or worms come into the company or are sent. You also need to ensure you don't overuse the power of email by carrying out aggressive spam activities--shotgunning every potential editor, reporter and analyst you have in your address book.
Since public relations professionals are in the communications business, you probably spend even more time than the average USemployee handling email. At least you should!
An inquiry from a newsperson or analyst should never go without a response more than 24 hours. Power communications tools such as cell phones and Blackberry hand-helds allow people to reach you and for you to reach others when immediate answers and assistance are required. You shouldn't hide behind email.
As a matter of policy, we respond to every email received before we leave in the evening. It is simply the professional and courteous thing to do. If we are away from the office, a staff member handles the routine queries and we handle the rest when we arrive at our destination.
These queries aren't an interruption to your job ... they are an important part of your job! Even if the response is that you need to gather the information and will get an answer within 24 hours--and you meet your commitment--it shows that you respect the urgency and importance of their inquiry.
As PR professionals we rely on email communications. How often have you said to yourself our mail server is down and I can't contact anyone? We can't be the only ones!
Increasingly it is becoming not only time-consuming but also cumbersome to manage messages but it must be done. If you don't/can't manage your professional email communications who will?
Email Writing Skills
A recent study by Information Mapping Inc (IMI) found that email writing skills are "extremely" or "very important" to the effectiveness of doing their job. Effective writing skills should come as no epiphany to people in our profession. What bothers us about the report was that 34 percent of the respondents spent 30 minutes to one-hour reading and interpreting poorly written and error filled emails.
Granted the survey was across a broad range of corporate employees but the fact of the matter is sloppy writing of any type is a waste of time. In addition, it is impossible for us to believe that every public relations person has email writing skills that are superior to the general business population.
As Shel Holtz, author of Public Relations on the Net, points out in his book email writing is very different from news release writing. In addition, it is a skill that every public relations professional must master and practice on a daily basis.
Clear, Concise, Fast
Organize your email message clearly and effectively. Poorly written emails are more than just a waste of time for the person receiving your correspondence.
They are also a poor reflection on your organization and you.
Keep emails short.
Make certain:
* the recipient understands what you have said so they can use and act on the information
* to organize your email just as you would in a conversation or presentation
* that important information is included in the email and is easy to find
* you don't make it a challenge for the recipient to wade through a long, wordy and difficult to read email. Get to the point quickly because their time is as precious as yours All computers today have two important application packages installed that every public relations and communications people should use religiously ...
spell check and grammar check. A few minutes of review before hitting send can save you from embarrassment.
Contrary to what Peter Steiner said with his 1993 cartoon in The New Yorker, "On the Internet, nobody knows you're a dog." If you can't use email effectively to communicate with editors, reporters, analysts and other stakeholders, they will find out ... faster than you think!
G.A. "Andy" Marken is president of Marken Communications Inc., Santa Clara, Calif.His more than 25 years in advertising and public relations include comprehensive support of firms involved in pharmaceuticals, building products, instrumentation, and personal and business computer systems.
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
The following article provides strong insight into the importance of effective on-line communication and offers some suggestions that we can all implement to make our on-line communications more effective as well as reflective of our library's specific mission.
Enjoy!
Patricia--MLA Marketing & PR Committee.
Internet communications ... let's get it right!!!(Online Public Relations).
G.A. "Andy" Marken.
Public Relations Quarterly 50.4 (Winter 2005): p13 (3). "The
products associated with the Internet are where I spend a lot ofmy time right now. It is a revolution that is bigger than the inventionof printing. It is a revolution that's bigger than the invention of thetelephone, radio, or any of the major revolutions that we've had in thepast."--John Warnock, president Adobe Systems Warnock was correct in his assessment of the Internet's capabilities, function, reach and potential. The Internet is becoming a major source of information and entertainment for people around the globe. We are constantly online gathering information, conducting transactions, being entertained and most of all ... communicating.
Industry analysts note that every day business people and "others" send more than 17 billion emails. They also acknowledge that more than 70 percent of the Internet traffic today is spam, phishing and other abuses of our bandwidth and time. But it still represents the primary tool of public relations contact and communications.
Email has become such a basic form of business communications--business to business, business to consumer--that the government has established clear guidelines on email archiving. That means you as a professional have to be concerned not only about what you say but also how you say it in your email communications. Not only can you embarrass your company and yourself but also email archives can be used in the court.
For public relations people email and Internet-base communications provides a new and exciting opportunity to reach people directly--press, industry analysts, consumers, business partners and business associates. With broadband access already available to most businesses we are accustomed to being able to send enhanced documents, audio and video files and comprehensive presentation materials effortlessly.
That same bandwidth is rapidly being deployed in homes as people begin to use the Internet to do more than just send email. The ability to be able to access the high-speed communications tool means people will increasingly enjoy Internet radio and TV. In addition, they will quickly share photos and videos with friends and family. It also represents an excellent means of reaching customers in their home.
Internet Communications Power
It is becoming such a widespread and immediate means of communications that Paul Vixie, author of a number of UNIX programs, warned; "The Internet is not for sissies." Jack Welch put the technology in a more positive light when he noted, "The Internet is the Viagra of big business."
We would have said it differently because the Internet puts all business--large and small--on a competitively equal footing if it is properly and effectively used. It provides unprecedented opportunities to economically and quickly reach broad and niche markets around the globe.
Unfortunately too many of us are "typical" Internet users. In fact, you're probably using the Internet a lot more for "other" activities than communicating with business partners, customers and members of the media.
And you probably do it all subconsciously.
But at the end of the day you find your to-do list hasn't gotten much shorter.
Peter Straub, a noted author, was pessimistic about how effective we are in using the Internet and our time. He commented at a conference, "Actual work takes up approximately a third of the day, not counting the lunch hour, and the remaining two-thirds are spent in meetings, gossip, flirtations, and checking out e-mail, favorite news groups and porn sites on the Internet."
Because almost all of our information is electronic today, individual public relations and communications professionals have a responsibility to be constantly vigilant on how they communicate as well as what it says about the organization and the originator. They also have to ensure that the information they communicate is properly protected.
The Two LaneHighway
Email is a two-way pipeline. You need to make certain that no viruses, Trojans or worms come into the company or are sent. You also need to ensure you don't overuse the power of email by carrying out aggressive spam activities--shotgunning every potential editor, reporter and analyst you have in your address book.
Since public relations professionals are in the communications business, you probably spend even more time than the average USemployee handling email. At least you should!
An inquiry from a newsperson or analyst should never go without a response more than 24 hours. Power communications tools such as cell phones and Blackberry hand-helds allow people to reach you and for you to reach others when immediate answers and assistance are required. You shouldn't hide behind email.
As a matter of policy, we respond to every email received before we leave in the evening. It is simply the professional and courteous thing to do. If we are away from the office, a staff member handles the routine queries and we handle the rest when we arrive at our destination.
These queries aren't an interruption to your job ... they are an important part of your job! Even if the response is that you need to gather the information and will get an answer within 24 hours--and you meet your commitment--it shows that you respect the urgency and importance of their inquiry.
As PR professionals we rely on email communications. How often have you said to yourself our mail server is down and I can't contact anyone? We can't be the only ones!
Increasingly it is becoming not only time-consuming but also cumbersome to manage messages but it must be done. If you don't/can't manage your professional email communications who will?
Email Writing Skills
A recent study by Information Mapping Inc (IMI) found that email writing skills are "extremely" or "very important" to the effectiveness of doing their job. Effective writing skills should come as no epiphany to people in our profession. What bothers us about the report was that 34 percent of the respondents spent 30 minutes to one-hour reading and interpreting poorly written and error filled emails.
Granted the survey was across a broad range of corporate employees but the fact of the matter is sloppy writing of any type is a waste of time. In addition, it is impossible for us to believe that every public relations person has email writing skills that are superior to the general business population.
As Shel Holtz, author of Public Relations on the Net, points out in his book email writing is very different from news release writing. In addition, it is a skill that every public relations professional must master and practice on a daily basis.
Clear, Concise, Fast
Organize your email message clearly and effectively. Poorly written emails are more than just a waste of time for the person receiving your correspondence.
They are also a poor reflection on your organization and you.
Keep emails short.
Make certain:
* the recipient understands what you have said so they can use and act on the information
* to organize your email just as you would in a conversation or presentation
* that important information is included in the email and is easy to find
* you don't make it a challenge for the recipient to wade through a long, wordy and difficult to read email. Get to the point quickly because their time is as precious as yours All computers today have two important application packages installed that every public relations and communications people should use religiously ...
spell check and grammar check. A few minutes of review before hitting send can save you from embarrassment.
Contrary to what Peter Steiner said with his 1993 cartoon in The New Yorker, "On the Internet, nobody knows you're a dog." If you can't use email effectively to communicate with editors, reporters, analysts and other stakeholders, they will find out ... faster than you think!
G.A. "Andy" Marken is president of Marken Communications Inc., Santa Clara, Calif.His more than 25 years in advertising and public relations include comprehensive support of firms involved in pharmaceuticals, building products, instrumentation, and personal and business computer systems.
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
PR Hint of the Month - December 2006 - Theme Days
It's the end of the year, a busy time for everyone and a time when we tend to run out of creative juices. Promoting services, classes, and programs tends to take a back seat to more pressing issues, like where to find the best recipe for fruit cake. I found a clever idea in this month's edition of Successful Promotions that is an easy and FREE way to promote your library. As an extra bonus, these are ideas you can "borrow"
all year long!
From Successful Promotions December 2006
Keep Your Eye On*..
Looking for some promotional inspiration? Consider stealing an idea or two from these upcoming promotions, which are sure to be big hits.
Get ready for the winter blockbusters-those big-budget movies released just before Christmas (and in time for potential Academy Award
nominations) that typically generate super-sized audiences. The latest are sure to be heavily promoted with clever campaigns and premiums.
Steal their ideas, or plan some creative tie-ins with your own upcoming [events and programs]. Here's a sampling of what's about to hit the silver screen:
X CharlottesWeb: In this adaptation of E.B. Whites much-loved
read, Dakota Fanning plays Fern, while her friend the spider is played by Julia Roberts. Consider a web-related theme for upcoming events that include children [or adults].
X Rocky Balboa: We don't know how he's going to do it, but after a
long retirement, Rocky will once again be drawn back into the boxing ring. Tie-in to his big debut by crafting boxing themed promotions.
X The Good Shepard: Directed by Robert DeNiro, this thriller
explores the tumultuous early history of the CIA through one man's eyes (Matt Damon's). Play off this sure-to-be hit with spy-flavored promotions.
X Night at the Museum: Bound to generate belly laughs, this movie
featuring Ben Stiller and Dick Van Dyke, has Stiller as a security guard who works the graveyard shift at a museum of natural history. Not surprisingly, things turn wacky very quickly. Consider dinosaur-themed promotions as a tie-in.
Patricia Spencer
MLA PR & Marketing Committee
Lewis & Clark Library
all year long!
From Successful Promotions December 2006
Keep Your Eye On*..
Looking for some promotional inspiration? Consider stealing an idea or two from these upcoming promotions, which are sure to be big hits.
Get ready for the winter blockbusters-those big-budget movies released just before Christmas (and in time for potential Academy Award
nominations) that typically generate super-sized audiences. The latest are sure to be heavily promoted with clever campaigns and premiums.
Steal their ideas, or plan some creative tie-ins with your own upcoming [events and programs]. Here's a sampling of what's about to hit the silver screen:
X CharlottesWeb: In this adaptation of E.B. Whites much-loved
read, Dakota Fanning plays Fern, while her friend the spider is played by Julia Roberts. Consider a web-related theme for upcoming events that include children [or adults].
X Rocky Balboa: We don't know how he's going to do it, but after a
long retirement, Rocky will once again be drawn back into the boxing ring. Tie-in to his big debut by crafting boxing themed promotions.
X The Good Shepard: Directed by Robert DeNiro, this thriller
explores the tumultuous early history of the CIA through one man's eyes (Matt Damon's). Play off this sure-to-be hit with spy-flavored promotions.
X Night at the Museum: Bound to generate belly laughs, this movie
featuring Ben Stiller and Dick Van Dyke, has Stiller as a security guard who works the graveyard shift at a museum of natural history. Not surprisingly, things turn wacky very quickly. Consider dinosaur-themed promotions as a tie-in.
Patricia Spencer
MLA PR & Marketing Committee
Lewis & Clark Library
PR Hing of the Month - January 2006 - Hobbies
Building off of the display tip from earlier this month, here is an idea for January that is easy and FREE!
January is Hobby Month!
Everyone has a favorite activity for which they can't find the time. This month, help people discover a new hobby, or something about a current hobby they didn't know. Whether it's building model airplanes, making jewelry, playing an instrument, or knitting; hobbies relieve stress and break up the monotony of daily life.
Remind patrons to resolve to take time for their favorite hobby in the New Year. Set up displays of books that cover a variety of hobby favorites. You can build off of the New Year's Resolution theme and even include self-help and fitness in your display. Try to work in some programming that fits with the theme and spend the month celebrating hobbies!
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
January is Hobby Month!
Everyone has a favorite activity for which they can't find the time. This month, help people discover a new hobby, or something about a current hobby they didn't know. Whether it's building model airplanes, making jewelry, playing an instrument, or knitting; hobbies relieve stress and break up the monotony of daily life.
Remind patrons to resolve to take time for their favorite hobby in the New Year. Set up displays of books that cover a variety of hobby favorites. You can build off of the New Year's Resolution theme and even include self-help and fitness in your display. Try to work in some programming that fits with the theme and spend the month celebrating hobbies!
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
PR Hint of the Month - February 2007 - Strategic Plans & Public Relations
Public relations is more than just pitching stories to the media or mailing out press releases. The PR umbrella covers a number of related activities, all of which are concerned with communicating specific messages to specific target audiences. In today's fast-paced, high-tech society, the need to present a clear and effective message becomes even greater. For the next few months, the PR Hints are going to focus on how we as libraries can benefit from incorporating public relations into our strategic plans.
Many of us often confuse good public relations with advertising. According to FINEMAN PR, one of the preeminent public relations firms in the nation, all too often companies wait until after misinformation is released to the public to embrace the value of a strong public relations component to their strategic plan.
As FINEMAN explains, "Public Relations is often dismissed as just the dissemination of news releases, the communication of fluff or spin, or it is confused with advertising and sales promotions.
Additionally, many executives fail to understand and recognize how their actions and reactions may be fully perceived by their various audiences."
Typically, it is the blunders that make headlines, or catch the reader's attention. Rarely will a patron call to tell us they saw something positive about our library, but patrons seldom miss an opportunity to point out when something was reported inaccurately.
Each year FINEMAN PR publishes a list of the best of the worst public relations blunders of the year, "In selecting the blunders, our intent is not to degrade or defame, but to uphold widely reported incidents as case studies to educate companies and the public on the value of good public relations. Organizations must understand how their interests must be synchronized with the needs and sensibilities of the marketplace in which they conduct business. In the vast majority of cases, public relations blunders point to the need for the incorporation of public relations perspectives in management, policy, marketing, and in the education of employees. Good public relations is about promoting and safeguarding credibility and the potential for long-term success."
Who hasn''t inadvertently sent out information that had errors in it, or had the media misprint information supplied to them that was accurate? Such mistakes can often be costly, not only financially but in the number of people the mistake prevents from coming to a program at our library. So how do we avoid those mistakes?
PRFree, an online press release distribution services provides easy to follow advice on how we can all avoid the pitfalls of a public relations blunder.
Press Release Blunders
From PRFree.com Communicate News
Nothing discourages a journalist from reading your release more quickly than errors, either typographical or grammatical. You will want to proof
- and proof again - and then ask someone else for assistance.
When writing your release, keep the following pointers in mind:
Write headlines and content directed to journalists, not consumers.
Press releases that address the end-users of your product or service are inappropriate and will most likely be disregarded by the media.
Addressing your audience in the third-person - which means eliminating the use of the word "you" from your vocabulary - can be a challenge. A well-written press release encourages the media to take note of the information you are communicating, and it increase the likelihood the media will be encouraged to follow-up for more. While your ultimate goal is to increase business, a press release forum is not the medium to disseminate advertising or to sell.
Don't be flagrant.
Aside from sounding like a sales or marketing piece, using characters outside the standard alphabet to emphasize certain points in your headline or in the body of your release will likely be caught by spam filters, preventing your release from reaching the intended recipients.
Exclamation points (!) and asterisks (*) do much to detract from the message you are trying to convey - aside from damaging the credibility of your press release.
Overuse of words like "exciting" and "unique" have jaded the media - use alternate vocabulary to make your product or service stand apart from your competitors. Be sure if you make claims about your company that the claims can stand up against the intense scrutiny of journalists.
Avoid using UPPER CASE characters.
Studies have identified that text written in all upper case characters is not only significantly more difficult to read, it evokes an emotional response from readers, as if you are screaming at them. Headlines and content releases must be provided in mixed case - upper and lower case.
Clean up grammatical errors - alone or with professional assistance.
While you may be working against a deadline to submit your release, note that the extra time allocated to ensure your release is error-proof will pay off in the long run - by appearing professional and polished.
Using a spell-checker is not enough. Words like "from" are easily missed when spelled "form."
A time-proven method for error-checking is to start at the bottom, and read from RIGHT to LEFT, moving UP the release. We have a tendency to read quickly when proofing - using this method ensures you take the time to actually read each word and check each punctuation mark.
If you are tempted to write your release during the submission process
- don't. Prepare a rough draft, and edit several times prior to sending out the release.
Use industry lingo sparingly.
Using a lofty vocabulary to impress the reader with your written prowess doesn't - and doesn't make it easier for journalists on a tight deadline to use your release because they then must translate it into layman's terms.
Communicate your information in terms that are easy to understand - many people write they way they speak, ensuring a larger population grasps the concepts or ideas. If however, there are industry-specific terms that will be lost if translated, or they are accepted in the industry, use them. Don't, however, make up words in an effort to catch journalists' attention - those kinds of things interrupt the reader's train of thought. And if it's confusing, more likely than not, you've lost the reader.
Address content issues.
Releases that either communicate an offensive message or don't provide enough detail about the subject will be rejected. You may be tempted to believe your release will be effective at enticing a journalist to visit a website for additional detail if your release only contains a few words - you would be mistaken.
Although it is important to be concise in conveying your message, leaving out pertinent information that addresses the: who, what, where, when, why and how can do as much harm as submitting a 2,000 word release. A good rule of thumb is to keep your release around 500 words when possible.
Include contact information.
Incorrect or incomplete contact information for a release is discouraging to the media. Be sure to include current information for at least one person designated at your company to field inquiries from journalists who receive your release.
Make product/service detail available online.
It's important to make additional information available online - and to include that reference either in your release or contact information.
The industry also recognizes the value of including multimedia elements
- photos, charts, graphics - and journalists are always looking for these
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
Many of us often confuse good public relations with advertising. According to FINEMAN PR, one of the preeminent public relations firms in the nation, all too often companies wait until after misinformation is released to the public to embrace the value of a strong public relations component to their strategic plan.
As FINEMAN explains, "Public Relations is often dismissed as just the dissemination of news releases, the communication of fluff or spin, or it is confused with advertising and sales promotions.
Additionally, many executives fail to understand and recognize how their actions and reactions may be fully perceived by their various audiences."
Typically, it is the blunders that make headlines, or catch the reader's attention. Rarely will a patron call to tell us they saw something positive about our library, but patrons seldom miss an opportunity to point out when something was reported inaccurately.
Each year FINEMAN PR publishes a list of the best of the worst public relations blunders of the year, "In selecting the blunders, our intent is not to degrade or defame, but to uphold widely reported incidents as case studies to educate companies and the public on the value of good public relations. Organizations must understand how their interests must be synchronized with the needs and sensibilities of the marketplace in which they conduct business. In the vast majority of cases, public relations blunders point to the need for the incorporation of public relations perspectives in management, policy, marketing, and in the education of employees. Good public relations is about promoting and safeguarding credibility and the potential for long-term success."
Who hasn''t inadvertently sent out information that had errors in it, or had the media misprint information supplied to them that was accurate? Such mistakes can often be costly, not only financially but in the number of people the mistake prevents from coming to a program at our library. So how do we avoid those mistakes?
PRFree, an online press release distribution services provides easy to follow advice on how we can all avoid the pitfalls of a public relations blunder.
Press Release Blunders
From PRFree.com Communicate News
Nothing discourages a journalist from reading your release more quickly than errors, either typographical or grammatical. You will want to proof
- and proof again - and then ask someone else for assistance.
When writing your release, keep the following pointers in mind:
Write headlines and content directed to journalists, not consumers.
Press releases that address the end-users of your product or service are inappropriate and will most likely be disregarded by the media.
Addressing your audience in the third-person - which means eliminating the use of the word "you" from your vocabulary - can be a challenge. A well-written press release encourages the media to take note of the information you are communicating, and it increase the likelihood the media will be encouraged to follow-up for more. While your ultimate goal is to increase business, a press release forum is not the medium to disseminate advertising or to sell.
Don't be flagrant.
Aside from sounding like a sales or marketing piece, using characters outside the standard alphabet to emphasize certain points in your headline or in the body of your release will likely be caught by spam filters, preventing your release from reaching the intended recipients.
Exclamation points (!) and asterisks (*) do much to detract from the message you are trying to convey - aside from damaging the credibility of your press release.
Overuse of words like "exciting" and "unique" have jaded the media - use alternate vocabulary to make your product or service stand apart from your competitors. Be sure if you make claims about your company that the claims can stand up against the intense scrutiny of journalists.
Avoid using UPPER CASE characters.
Studies have identified that text written in all upper case characters is not only significantly more difficult to read, it evokes an emotional response from readers, as if you are screaming at them. Headlines and content releases must be provided in mixed case - upper and lower case.
Clean up grammatical errors - alone or with professional assistance.
While you may be working against a deadline to submit your release, note that the extra time allocated to ensure your release is error-proof will pay off in the long run - by appearing professional and polished.
Using a spell-checker is not enough. Words like "from" are easily missed when spelled "form."
A time-proven method for error-checking is to start at the bottom, and read from RIGHT to LEFT, moving UP the release. We have a tendency to read quickly when proofing - using this method ensures you take the time to actually read each word and check each punctuation mark.
If you are tempted to write your release during the submission process
- don't. Prepare a rough draft, and edit several times prior to sending out the release.
Use industry lingo sparingly.
Using a lofty vocabulary to impress the reader with your written prowess doesn't - and doesn't make it easier for journalists on a tight deadline to use your release because they then must translate it into layman's terms.
Communicate your information in terms that are easy to understand - many people write they way they speak, ensuring a larger population grasps the concepts or ideas. If however, there are industry-specific terms that will be lost if translated, or they are accepted in the industry, use them. Don't, however, make up words in an effort to catch journalists' attention - those kinds of things interrupt the reader's train of thought. And if it's confusing, more likely than not, you've lost the reader.
Address content issues.
Releases that either communicate an offensive message or don't provide enough detail about the subject will be rejected. You may be tempted to believe your release will be effective at enticing a journalist to visit a website for additional detail if your release only contains a few words - you would be mistaken.
Although it is important to be concise in conveying your message, leaving out pertinent information that addresses the: who, what, where, when, why and how can do as much harm as submitting a 2,000 word release. A good rule of thumb is to keep your release around 500 words when possible.
Include contact information.
Incorrect or incomplete contact information for a release is discouraging to the media. Be sure to include current information for at least one person designated at your company to field inquiries from journalists who receive your release.
Make product/service detail available online.
It's important to make additional information available online - and to include that reference either in your release or contact information.
The industry also recognizes the value of including multimedia elements
- photos, charts, graphics - and journalists are always looking for these
Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library
PR Hint of the Month - December 2007 - Celebrate Individual Staff Members
PR Hint of the Month: PR Inside and Outside Your LibraryHow can you promote your library to your community while boosting staff morale at the same time? By celebrating individual staff members and highlighting their talents, interests and accomplishments, that’s how! You could choose to highlight an individual staff person with each newsletter, or you could dedicate an entire issue of your library newsletter to your staff. Members of your community will feel more of a connection to your library as they learn about the staff that helps run your library. You might even choose an annual issue of your library newsletter for highlighting your staff members’ unique interests, contributions to the library and community, recommended reading, etc., and make it an issue that members of your community look forward to each year. In addition, compile a list of staff recommended reading and keep copies at your service desks, kiosks, etc. Also, highlight staff member(s) and/or staff picks on your library website. You might even highlight your staff in your local newspaper to reach a wider audience and build even more connections community-wide. Celebrate your best library resource -- your people who make it all happen!Happy Holidays!Mary Anne Hansen
PR Hint of the Month - February 2006 - USPs
What is your library's Unique Selling Proposition (USP)?
A USP distills the essence of what your organization is all about by summarizing the benefits of your products and services. A USP is what sets you apart from the competition and compels people to buy your product. I think the most unique and compelling thing about most libraries is that we are free.
You probably know the USPs of many businesses already. Wal-mart is the low price leader. M&Ms melt in your mouth not in your hand. Having a USP is an important part of branding your organization.
1. What do you wish everyone knew about your library? What's so great about your library that you are practically bursting at the seams to get the message out? What sets you apart from your competitors?
2. Can you distill that down to one or two key ideas?
3. Now, can you make it sound even better?
Here are some examples of library USP's:
Everyday, all free, for everyone.
So many choices, all free @ your library.
A world of information, right here in Montana.
Try to include your USP in all of your communication with your customers (flyers, PSAs etc.). This is much easier said than done, but creating a USP for your library can be a worthwhile exercise in determining what you want people to remember about your organization.
Creating a USP was the inital part of a marketing workshop that some of my co-workers and I went to this fall.
Katie Boyes
Public Services Librarian
Flathead County Library
A USP distills the essence of what your organization is all about by summarizing the benefits of your products and services. A USP is what sets you apart from the competition and compels people to buy your product. I think the most unique and compelling thing about most libraries is that we are free.
You probably know the USPs of many businesses already. Wal-mart is the low price leader. M&Ms melt in your mouth not in your hand. Having a USP is an important part of branding your organization.
1. What do you wish everyone knew about your library? What's so great about your library that you are practically bursting at the seams to get the message out? What sets you apart from your competitors?
2. Can you distill that down to one or two key ideas?
3. Now, can you make it sound even better?
Here are some examples of library USP's:
Everyday, all free, for everyone.
So many choices, all free @ your library.
A world of information, right here in Montana.
Try to include your USP in all of your communication with your customers (flyers, PSAs etc.). This is much easier said than done, but creating a USP for your library can be a worthwhile exercise in determining what you want people to remember about your organization.
Creating a USP was the inital part of a marketing workshop that some of my co-workers and I went to this fall.
Katie Boyes
Public Services Librarian
Flathead County Library
PR Hint of the Week - 6/23/03 - Self Introduction
This week's marketing tip, I promise will be easy and painfree....
With the arrival of summer in Montana, emerge new venues for library marketing....farmers' markets, garage sales, outdoor concerts, etc.
As we meet people in these different places, a powerful, positive self-introduction can be a great marketing method for our institutions and ourselves. It conveys in a concise manner what our library and ourselves can offer others.
If you want to see people's eyes glaze over, go on at great length about the varied aspects of your daily job with a detailed explanation of your library collections. If, however, you want to keep the focus on the other person, limit your introduction to the recommended 7 seconds including:
1) your name
2) your library and your position
3) and the distinct service or value that you provide the community. (of course, tailor this last part, if possible, to the perceived information needs of the individual you are talking with. Skip the library jargon!)
Enjoy the fleeting summer warmth!
Jim Kammerer
MLA PR/Marketing Committee
With the arrival of summer in Montana, emerge new venues for library marketing....farmers' markets, garage sales, outdoor concerts, etc.
As we meet people in these different places, a powerful, positive self-introduction can be a great marketing method for our institutions and ourselves. It conveys in a concise manner what our library and ourselves can offer others.
If you want to see people's eyes glaze over, go on at great length about the varied aspects of your daily job with a detailed explanation of your library collections. If, however, you want to keep the focus on the other person, limit your introduction to the recommended 7 seconds including:
1) your name
2) your library and your position
3) and the distinct service or value that you provide the community. (of course, tailor this last part, if possible, to the perceived information needs of the individual you are talking with. Skip the library jargon!)
Enjoy the fleeting summer warmth!
Jim Kammerer
MLA PR/Marketing Committee
PR Hint of the Week - 12/19/03 - Blogs
Needing ideas to promote your library, market an idea, or start a new project? If you are not already doing so, you might want to start exploring librarian weblogs.
You will soon notice that each blogger in turn often offers their own list of favorite blogs. The content and writing style can be personal, trivial, trenchant, etc. I am not recommending any of these blogs. I merely cut and pasted these listings which vary widely in their taste, quality, currency,
and subject matter. I hope some of them spur your own creativity.
Jim Kammerer
MLA PR/Marketing Committee
Biblioblog <http://biblioblog.blogspot.com/> Bibliolatry <http://www.etches-johnson.com/bibliolatry/>
Bookslut <http://www.bookslut.com/>
Catalogablog <http://catalogablog.blogspot.com/>
Chi Lib Rocks! <http://radio.weblogs.com/0111803/>
et cetera : Gateshead Libraries <http://www.libraryweblog.com/> explodedlibrary.info <http://www.explodedlibrary.info/>
h20boro lib blog <http://www.waterborolibrary.org/blog.htm>
Handheld Librarian <http://handheldlib.blogspot.com/>
inSilico <http://libserv12.princeton.edu/insilico/>
librarian.net <http://librarian.net/>
librarism <http://www.librarism.com/>
Library Planet <http://www.libraryplanet.com/> Library Stuff <http://www.librarystuff.net/> LIS Blogsource <http://www.librarystuff.net/libraryblogs/>
LISNews <http://www.lisnews.com/>
MobyLives <http://www.mobylives.com/>
netbib weblog <http://log.netbib.de/> [German] Reading Lines <http://www.crpl.blogspot.com/> Ref Grunt <http://refgrunt.blogspot.com/> The Resource Shelf <http://www.resourceshelf.com/> Revolting Librarians (1972) <http://owen.massey.net/libraries/revolting/index.html>
Scholarly Electronic Publishing Weblog
<http://info.lib.uh.edu/sepb/sepw.htm>
The Shifted Librarian <http://www.theshiftedlibrarian.com/>
thinking while typing <http://blogs.law.harvard.edu/thinking/>
Well Dressed Librarian <http://welldressedlibrarian.blogspot.com/>
Young Librarian <http://younglibrarian.blogspot.com/>
Bloug <http://www.louisrosenfeld.com/>
Ex Libris <http://marylaine.com/exlibris/index.html>
Handheld Librarian <http://handheldlib.blogspot.com> It's All About Books <http://allaboutbooks.blogspot.com/>
LibeTech <http://www.valkyrie.net/~emaynard/libtech/>
Librarian.net <http://www.librarian.net/> Librarians Anonymous <http://www.librariansanonymous.com/blogger.html>
Library_Geek <http://librarygeek.blogspot.com/>
Library News Daily <http://www.lights.com/scott/> LibraryPlanet <http://www.libraryplanet.com/> Library Stuff <http://www.librarystuff.net/> Library Techlog <http://www.meberle.com/weblog.html>
LIS News <http://www.lisnews.com/>
NewBreed Librarian <http://www.newbreedlibrarian.org/>
Rogue Librarian <http://www.roguelibrarian.net/> Semantics <http://www.semanticstudios.com/publications/semantics/>
Virtual Acquisition Shelf & News Desk <http://resourceshelf.freepint.com/>
Wireless <http://people.morrisville.edu/~drewwe/wireless/>
You will soon notice that each blogger in turn often offers their own list of favorite blogs. The content and writing style can be personal, trivial, trenchant, etc. I am not recommending any of these blogs. I merely cut and pasted these listings which vary widely in their taste, quality, currency,
and subject matter. I hope some of them spur your own creativity.
Jim Kammerer
MLA PR/Marketing Committee
Biblioblog <http://biblioblog.blogspot.com/> Bibliolatry <http://www.etches-johnson.com/bibliolatry/>
Bookslut <http://www.bookslut.com/>
Catalogablog <http://catalogablog.blogspot.com/>
Chi Lib Rocks! <http://radio.weblogs.com/0111803/>
et cetera : Gateshead Libraries <http://www.libraryweblog.com/> explodedlibrary.info <http://www.explodedlibrary.info/>
h20boro lib blog <http://www.waterborolibrary.org/blog.htm>
Handheld Librarian <http://handheldlib.blogspot.com/>
inSilico <http://libserv12.princeton.edu/insilico/>
librarian.net <http://librarian.net/>
librarism <http://www.librarism.com/>
Library Planet <http://www.libraryplanet.com/> Library Stuff <http://www.librarystuff.net/> LIS Blogsource <http://www.librarystuff.net/libraryblogs/>
LISNews <http://www.lisnews.com/>
MobyLives <http://www.mobylives.com/>
netbib weblog <http://log.netbib.de/> [German] Reading Lines <http://www.crpl.blogspot.com/> Ref Grunt <http://refgrunt.blogspot.com/> The Resource Shelf <http://www.resourceshelf.com/> Revolting Librarians (1972) <http://owen.massey.net/libraries/revolting/index.html>
Scholarly Electronic Publishing Weblog
<http://info.lib.uh.edu/sepb/sepw.htm>
The Shifted Librarian <http://www.theshiftedlibrarian.com/>
thinking while typing <http://blogs.law.harvard.edu/thinking/>
Well Dressed Librarian <http://welldressedlibrarian.blogspot.com/>
Young Librarian <http://younglibrarian.blogspot.com/>
Bloug <http://www.louisrosenfeld.com/>
Ex Libris <http://marylaine.com/exlibris/index.html>
Handheld Librarian <http://handheldlib.blogspot.com> It's All About Books <http://allaboutbooks.blogspot.com/>
LibeTech <http://www.valkyrie.net/~emaynard/libtech/>
Librarian.net <http://www.librarian.net/> Librarians Anonymous <http://www.librariansanonymous.com/blogger.html>
Library_Geek <http://librarygeek.blogspot.com/>
Library News Daily <http://www.lights.com/scott/> LibraryPlanet <http://www.libraryplanet.com/> Library Stuff <http://www.librarystuff.net/> Library Techlog <http://www.meberle.com/weblog.html>
LIS News <http://www.lisnews.com/>
NewBreed Librarian <http://www.newbreedlibrarian.org/>
Rogue Librarian <http://www.roguelibrarian.net/> Semantics <http://www.semanticstudios.com/publications/semantics/>
Virtual Acquisition Shelf & News Desk <http://resourceshelf.freepint.com/>
Wireless <http://people.morrisville.edu/~drewwe/wireless/>
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