Topic 5.

Promotions and
Public Relations

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 PROMOTION

 Promotion is a marketing tool used to create awareness and favourable attitude

within the target market, community and among various groups of people that are
connected to business.

 Promotional Strategies include:

1. Advertising
2. Sales Promotion
3. Personal Selling
4. Public relations and strategies

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 Methods of advertising

1. Printed medium:
 Newspaper
 Magazines
 Yellow pages
 Flyers
 Brochures
 Business cards
 poster
 Library publications

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2. Electronic and digital:
 Television
 Radio
 Internet short messaging system
 Website
 Social media (Web 2.0)

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3. Outdoor settings:
 Billboards
 Banners
 Transportation

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4. Events
 Exhibition
 Extension activities
 Library tours
 Classroom instructions
 One to one training

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 PUBLIC RELATIONS
 Public relations is defined as the

“management functions which evaluates public attitudes,

identifies the policies and procedures of an individual or
organization with the public interest, and executes a
program of action to earn public understanding and
acceptance.”

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 Functions of Public Relations
Press relations

Product publicity

Corporate communication

Public affairs
Lobbying
in the United States describes paid activity in which special interests hire well-connected professional
advocates, often lawyers, to argue for specific legislation in decision-making bodies such as the United States Congress.

Employee and investor relations

Crisis management
 Public Relations Tools

5.
Website
1.
4.
Consumer Sponsorship
education
3.
Product
placement
2. New
product 6. Press
publicity kit
Example of Product placement

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 Example of Consumer Education in Library

Library instruction, also called bibliographic instruction

(BI), user education and library orientation, consists of
"instructional programs designed to teach library users how
to locate the information they need quickly and effectively.

Through hands-on activities, students learn how to find and use

resources offered by libraries, locating books in the library,
using interlibrary loan, getting research help, how to use relevant
library databases, create citations in the format appropriate for a
discipline, provide hands-on and guided explorations of rare
books, archives, manuscripts, maps, music, and many more.

It prepares individuals to make immediate and lifelong use of

information effectively by teaching the concepts and logic of
information access and evaluation, and by fostering information
independence and critical thinking.
 What is in a press kit?

 Collections of public relations materials about the

library
 Or a brief description of the organizations or is like a
resume for a company.
 Demographic information (size and types of
collection, financial data, photographs, CV and a
current annual report.
 Press release also include in press kit.

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PRESS RELEASES

 A press release is a short, compelling news story or short

summary of an event written by a public relations
professional and sent to targeted members of the media.

 The Small Business Encyclopedia defines press releases --

also known as news releases.

 It can appear in print or electronic form.

 It can announce leadership changes, successful fundraising

program, special events and important acquisitions.

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 Advocacy
and
legislatives
Issues

LIBRARY
Fundraising
SUPPORTERS

Friends
of
library

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 1. Friends of library

 Is a group of volunteers who can play a major

roles in marketing libraries to their communities
and helping a library to achieve goals.

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 2. Fundraising

 the act of collecting or producing money for

particular purpose, especially for a charity.
 an effective marketing plan
 Fund raising efforts sponsored by includes, Book sales, art
auctions, photo contest, gala, book signings, selling gear
using library logo, paid services or events, flea market,
and many more.

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3. Advocacy and Legislative Issues

 Marketing requires communicating not only with users

of your library, but with those who can change how
libraries function.

 The library needs supporters, and especially needs

supporters who are willing to speak out on behalf of the
library -- library advocates.

 Marketing requires an understanding of library

advocacy. Be aware of issues locally and nationally that
affect libraries -- and be prepared to communicate
library needs.

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ACTIVITIES TO PROMOTE LIBRARIES

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1. Direct Marketing
 With direct marketing, promotion is directed at a
specific target group, and the strategies may
include personal contact, mailings, catalogs of
services/resources, or telemarketing.

 Examples would be mailing a library calendar or

newsletter to newcomers in the community or to
everyone in a particular region, or sending a
brochure describing business resources to all
members of the local chamber of commerce.

 Commercial resources for mailing lists abound, but

libraries have patron records, plus the easy
availability of online resources such as phonebooks.

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2.Special Advertising

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 Specialty advertising is more common -- putting advertising messages on
calendars, coffee cups, pens, hats, note paper, t-shirts, etc.

 These items are available through library supply catalogs for generic library or
seasonal promotions.

 However, it may be worthwhile to use local resources to create items that will
commemorate a local event, conference, festival, reading program, etc.

 Selling a calendar of library events for a modest fee is one example. Putting
library hours and phone numbers on a refrigerator magnet is another worthwhile
example.

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 3. In-house promotion

Take advantage of opportunities within the library for promotion. The

library building and its inmates are great promotional tools!

Friendly, helpful staff / people are one of your best means of

promoting anything the library has to offer. Anyone who works in
public services has an opportunity to assess patron needs and promote
the library.

In a marketing campaign, plan to inform all staff about programs and
services being marketed, making staff members knowledgeable
ambassadors for the library and upcoming programs or events.
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 4. Signage

 Library design may be as important as library people in

letting customers know about services. Is the library
arranged to make it easy on users -- or to make Mr. Dewey
happy!

 Everyone who works in libraries knows that you need to

keep all that stuff in some logical, retrievable order, and
it's great if libraries all over the country use the same
systems. However, none of our library classification
systems are intuitive. Nobody is born knowing what the
900s are!

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 Use words people understand as well as library
classification numbers. Make signs large. Consider
labeling fiction and non-fiction by name as well as by
number for categories that patrons use frequently -- visit
the local bookstore for ideas.

 Put signs anywhere patrons might need them. Place

signs so they are visible upon entering the library or
department. If necessary, review basics of signage and
resources.

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5. Exhibits and displays

Put displays where they will be seen and in

unexpected places, investigate traveling
exhibits or local resources, decorate with old
CD's, use book covers, build with discarded
books, use the staff favorites, spotlight the staff
with a display of photos and bios, hold contests,
or elect a user of the month.

Get great ideas from stores and other libraries!

The possibilities are endless.

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 Conclusion.

In making libraries relevant, libraries itself must be user-sensitive

organizations.

the opportunity to use the library in a different way will directly and
indirectly also can promote the reading habit among the children and
young generation.

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Kansas City Public Library

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Source: Pustaka Negeri Sarawak. 30