Do YouTube?
Promote your library online by joining the ranks of millions who are posting and viewing on YouTube! You can take advantage of this free resource to both promote your library and utilize a potentially valuable reference resource. YouTube isn’t just for entertainment any more! It’s a valuable teaching and learning tool, too, depending on what you’re researching.
While the many of his colleagues were attending the MLA conference and he was staying behind to staff the reference desk, Brian Rossmann, Associate Dean of the MSU Libraries, created a short library tour video, which he posted on YouTube and to which we point from our library webpage; find it here: http://www.lib.montana.edu/about/
New and prospective students, visitors and donors can get an introductory glimpse of the library through this dynamic PR tool.
Here are just a few testimonies of the reference uses of YouTube, as noted recently on the DigRef_L discussion list:
*A librarian in Maryland noted that she has used YouTube to answer “how to” questions, including one from a patron who was learning how to knit and one who wanted to solve a Rubrik’s Cube.
*An Illinois librarian used YouTube recently to research marketing in a recession and was pleasantly surprised at the quantity and quality of short videos that contained worthwhile information about marketing in general.
Brought to you by your MLA PR and Marketing Committee
Mary Anne Hansen, MLS, M.Ed
The Montana State University Libraries
Tuesday, January 20, 2009
Thursday, December 18, 2008
PR Hint for December 2008 - Creativity Economy - Everyone Gets to Play in New Places
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
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
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
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