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
Friday, April 4, 2008
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
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