Resources
7.4 Public relations
7.4.6 Participation in community life
One of the most effective promotional strategies is the participation of well-informed library staff and committee or board members in com- munity activities. Examples include:
• presenting book and activity reviews on radio and television
• working with adult and children’s literature and cultural groups
• writing a newspaper column
• supporting literacy organisations and campaigns
• participating in the activities of local organisations
• assisting with school-based initiatives
• participating in local history and genealogy societies
• being a member of a service organisation, e.g., Rotary International
• visiting local organisations to promote the library service.
Resources
12manage. (n.d.) 12manage: The executive fast track.
(http://www.12manage.com/management_views.asp accessed 1/01/2010).
Dempsey, K. (2009). The accidental library marketer. Medford, NJ: Information To- day.
Dowd, N; Evangeliste, M; and Silberman, J. (2009). Bite-sized marketing: realistic solu- tions for the overworked librarian. Chicago: ALA Editions.
Fisher, P. H., Pride, M. M., and Miller, E.G. (2006). Blueprint for your library marketing plan: A guide to help you survive and thrive. Chicago: American Library Association.
Flaten, T. (2006). Management, marketing and promotion of library services based on statis- tics, analyses and evaluation. Munich: K.G. Saur.
Gupta, D. (2006). Marketing library and information services: International perspectives.
Munich: K.G. Suar.
Gupta, D. (n.d.). Marketing-mantra-for-librarians: Library marketing: Imperative to user- focused services in your library.
(http://marketing-mantra-for-librarians.blogspot.com/
accessed 1/01/2010).
Kendrick, T. (2006). Developing strategic marketing plans that really work: A toolkit for public libraries. London: Facet.
Koontz, C.M. (2002-2009). Customer-based marketing columns. Medford, NJ: Infor- mation Today. Some issues are online
(http://www.infotoday.com/MLS/default.shtml accessed 3/27/2010).
Koontz, C.M. (2001). Glossary of marketing definitions: IFLA Section on Management and Marketing. (http://archive.ifla.org/VII/s34/pubs/glossary.htm> accessed 3/9/
2010.)
Kujawski, M. (2008). What would happen if the STOP sign was invented in 2008? Public Sector Marketing 2.0. (http://www.mikekujawski.ca/2008/12/17/what-would- happen-if-the-stop-sign-was-invented-in-2008/ accessed 1/01/2010).
Lake, Laura. (2009). Understanding the Role of Social Media in Marketing.
(http://marketing.about.com/od/strategytutorials/a/socialmediamktg.htm accessed 3/15/2009).
Online Computer Library Center, Inc. (OCLC). (2005). Perceptions of Libraries and InformationResources. (http://www.oclc.org/reports/2005perceptions.htm accessed 1/01/2010).
Savard, R. (2000). Adapting marketing to libraries in a changing and world-wide environment.
Munich: K.G. Saur.
Wolfe, L. A. (2005). Library public relations, promotions, communications: A how to do it manual. New York: Neal Schuman Publishers.
Woodward, J. (2005). Creating the customer-driven library: Building on the bookstore model.
Chicago: American Library Association.
Wymer. W. (2006). Nonprofit marketing: Marketing management for charitable and non- governmental organizations. Thousand Oaks, CA.: Sage Publications, Inc.
Appendix 1
The IFLA/UNESCO Public Library Manifesto
A Gateway to Knowledge
Freedom, prosperity and the development of society and of individuals are fundamental human values. They will only be attained through the ability of well-informed citizens to exercise their democratic rights and to play an active role in society. Constructive participation and the develop- ment of democracy depend on satisfactory education as well as on free and unlimited access to knowledge, thought, culture and information.
The public library, the local gateway to knowledge, provides a basic condition for lifelong learning, independent decision-making and cul- tural development of the individual and social groups.
This Manifesto proclaims UNESCO’s belief in the public library as a living force for education, culture and information, and as an essen- tial agent for the fostering of peace and spiritual welfare through the minds of men and women.
UNESCO therefore encourages national and local governments to support and actively engage in the development of public libraries.
The Public Library
The public library is the local centre of information, making all kinds of knowledge and information readily available to its users.
The services of the public library are provided on the basis of equal- ity of access for all, regardless of age, race, sex, religion, nationality, language or social status. Specific services and materials must be pro- vided for those users who cannot, for whatever reason, use the regular services and materials, for example linguistic minorities, people with disabilities or people in hospital or prison.
All age groups must find material relevant to their needs. Collec- tions and services have to include all types of appropriate media and
modern technologies as well as traditional materials. High quality and relevance to local needs and conditions are fundamental. Material must reflect current trends and the evolution of society, as well as the mem- ory of human endeavour and imagination.
Collections and services should not be subject to any form of ideo- logical, political or religious censorship, nor commercial pressures.
Missions of the Public Library
Missions of the public library. The following key missions which relate to information, literacy, education and culture should be at the core of public library services:
1 creating and strengthening reading habits in children from an early age;
2 supporting both individual and self conducted education as well as formal education at all levels;
3 providing opportunities for personal creative development;
4 stimulating the imagination and creativity of children and young people;
5 promoting awareness of cultural heritage, appreciation of the arts, scientific achievements and innovations;
6 providing access to cultural expressions of all performing arts;
7 fostering inter-cultural dialogue and favouring cultural diversity;
8 supporting the oral tradition;
9 ensuring access for citizens to all sorts of community information;
10 providing adequate information services to local enterprises, asso- ciations and interest groups;
11 facilitating the development of information and computer literacy skills;
12 supporting and participating in literary activities and programmes for all age groups, and initiating such activities if necessary.
Funding, legislation and networks
The public library shall in principle be free of charge. The public library is the responsibility of local and national authorities. It must be sup- ported by specific legislation and financed by national and local gov- ernment. It has to be an essential component of any long-term strategy for culture, information provision, literacy and education.
To ensure nationwide library coordination and cooperation, legisla- tion and strategic plans must also define and promote a national library network based on agreed standards of service
The public library network must be designed in relation to national, regional, research and special libraries as well as libraries in schools, colleges and universities.
Operation and management
A clear policy must be formulated, defining objectives, priorities and services in relation to the local community needs. The public library has to be organized effectively and professional standards of operation must be maintained.
Cooperation with relevant partners-for example, user groups and other professionals at local, regional, national as well as international levels has to be ensured.
Services have to be physically accessible to all members of the community. This requires well situated library buildings, good reading and study facilities, as well as relevant technologies and sufficient open- ing hours convenient to the users. It equally implies outreach services for those unable to visit the library.
The library services must be adapted to the different needs of communities in rural and urban areas.
The librarian is an active intermediary between users and resources.
Professional and continuing education of the librarian is indispensable to ensure adequate services.
Outreach and user education programmes have to be provided to help users benefit from all the resources.
Implementing the Manifesto
Decision makers at national and local levels and the library community at large, around the world, are hereby urged to implement the princi- ples expressed in this Manifesto.
This Manifesto is prepared in cooperation with the International Federation of Library Associations and Institutions (IFLA).
The Manifesto can be seen in over twenty languages on the IFLA web-site: http://www.ifla.org/VII/s8/unesco/manif.htm
Appendix 2
The Finnish Library Act (904/1998)
Issued in Helsinki on the 4th of December 1998
In accordance with a decision of Parliament the following is enacted