• Main
• Introduction
• Chapter 1
• Chapter 2
• Chapter 3
• Chapter 4
• Chapter 5
• Chapter 6
• Chapter 7
• Chapter 8
• Chapter 9
• Chapter 10
• App. A
• App. B
• App. C
• App. D

LIBRARY BOARDS AND LIBRARY PROMOTION

As an advisory body, a library board can exert its efforts to build, maintain, or improve the library through an effective library promotion program. Library promotion is a conscious process of relating to the community the benefits and services provided by the library. Public awareness, whether achieved through a publicity program or public relations, generates public support.

7.1 DEVELOPING A LIBRARY PROMOTION (AWARENESS) PROGRAM

A library promotion program is usually developed through a formal planning process in which the board and the library's staff define and enumerate goals and objectives as well as needed resources. Once developed, the plan should be reviewed and revised on a regular basis and aggressively implemented.

Such a plan should include:

• A written set of goals and objectives directing all activities pursued
• Identification of specific target audiences to which programs are directed
• Identification of individuals (board members, staff, volunteers, Friends of the Library members) who actively participate or perform specific duties or have special responsibilities under the plan
• A calendar of anticipated special events that are planned during the coming 12-month period; these events may require publicity, such as special newspaper articles, brochures, or flyers
• Identification of funding required to effectively implement the program. Some elements cost money, while others require the time and talents of individuals. Know where the funds and talent come from!

The comment is sometimes made within the library community that libraries should not be sold to their service area. Nevertheless, the most effective and successful library programs are those in which the link between the user and the services provided is forged through a formal library promotion program. Thus a comprehensive public awareness program must be pervasive--both the user and the library staff must be committed to the success of the product provided and received.

The library board, working with the library director, should set the style and tone of any public awareness activity. The board and staff can improve the library's visibility, widen its contacts, and pursue every opportunity to communicate to the library's users, both present and potential, the successes and the needs of the library program. A sample public relations policy is included at the end of this chapter.

7.2 LOBBYING

Although lobbying still is greeted with discomfort by many library board members and staff, its negative image is changing. Through the efforts of the TLA Legislative Committee and TL-PAC (not a TLA committee, but a separate fundraising arm of TLA devoted to lobbying activities), lobbying is becoming an important role for library advocates.

Lobbying for funding is nothing more than knowing where funding originates and knowing the people who control the distribution of those funds. In this sense, library board members are "lobbyists," or they would not be board members. They are usually appointed by the governing body, which is the primary source of support for their library. In many cases, the ordinance which established the board encourages, even mandates, that a prime duty of the board is to consult or advise the governing body as to the needs of the library. Often the board is also charged with identifying alternative funding sources for the library or meeting with other organizations or agencies that can promote the improvement of the library's services and programs. In this context, board members are appointed to their positions to be library "lobbyists."

Lobbying is the recognized and traditional right of all citizens to be heard in matters which they feel should be addressed. Board members should regard lobbying activities as being of prime importance, a skill to be practiced and perfected, and an essential element of the public relations and awareness program. Library board members have a leadership role in library advocacy, promoting their library, generating public interest, and winning political support. As a library board member, you must know your community. You are a bridge between the library and the community. You are the advocate for the library, and you can help the community understand its importance in all aspects of life.

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How can the board member become an effective lobbyist for the library? Develop the following ideas based on the board's own talents, its knowledge of the community, its understanding of the library's services and programs, and its commitment to achieving library goals and objectives:

• Know your library and libraries in general. Libraries of all types are interrelated. Improvements to libraries, whether school, public, academic, or special, will produce positive results for your library program.
• Develop your legislative agendas. The board should insure that library related legislative matters are included within these proposals.
• Plan to provide, both individually and collectively, a persistent program of providing information to the community. In addition to the formal activities, such as newspaper articles and presentations to groups and organizations, a board member might have lunch with the local newspaper editor or meet regularly with the Chamber of Commerce staff or other agency or organization which will broaden awareness of the library program.
• Get to know the local, state, and national representatives on a personal basis and become knowledgeable about their views and impressions of libraries in general. In this manner, board members can relate their library knowledge and concerns and, when required, influence or change any negative impressions or images that may exist.
• Make regular calls on all elected officials, as well as to other agencies or individuals, who can promote libraries, their services, and their programs. Attend events at which these officials appear and let them know why the board representation is there.
• Look at candidates for office and impart the "library's story" to these individuals in the early stages of their candidacy.
• Involve and invite those in the political process to library-sponsored events, activities, and organizations.
• Visit legislators and legislative sessions in Austin or Washington, D.C., particularly during ALA and TLA Legislative Day activities. Join in, to the extent practical, with any legislative activity planned by library support organizations such as TLA, Friends and Trustees of Texas Libraries, and similar groups.
• Plan regular meetings with members of your governing body. This meeting may be an annual or more frequently scheduled event, but it should be carefully planned to provide the body with specific facts and figures about the needs of the library. It is also effective to spotlight your successes, as these lend credibility to requests for additional resources to support existing or proposed projects, programs, and services.
• Most importantly, change your mindset about lobbying and its importance to libraries! It is not a dirty word or concept. It is a very American concept and a right (and responsibility, too) of all citizens to participate in the decisions of government, to represent viewpoints, and to support ideas and concerns.

7.3 LEVELS OF ADVOCACY

A library board advocate must represent the library on many levels. Some of these are listed below:

• Among Other Library Board Members
• With Local Government
• To Business and Industry
• To Community Groups
• With State Legislative Efforts

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7.4 SOME ADVOCACY TECHNIQUES

Speaking Out. Take your case to both individuals and groups as an effective, ongoing program of library advocacy. The time to be certain your neighbors and colleagues are aware of the library's services is not just when you go before them to justify increased taxes or a building program. Ideally, every person you see will connect you with the library. This includes the people with whom you work or attend church, your children's teachers, the grocery store clerk, and, very importantly, every civic, business, and government leader.

Accept every invitation you can to speak to groups. Seek such invitations when they aren't offered spontaneously. Be sure your library has an ongoing public relations program that you can draw upon for assistance. A simple ten-minute slide tour of your library can work wonders in bringing the library to people who have never darkened its door. If your library has a home page on the Web, take its address with you for distribution. Be sure to always indicate the role the community has taken in developing and supporting the library.

Remember that it is the people of your community who own the public library, and it is those people to whom you wish to respond.

Informing the Media. Your local newspaper is an ideal vehicle for library information. The press should routinely cover board activities. The library should also keep the press informed about ongoing and special programs, major additions to the collection, and special achievements and honors attained by the board and staff. Whenever you go out into the community to speak to a group, be sure the press is informed. Be sure, also, that the newsletter of the group you are addressing contains information about your speech. Whenever there is an important issue concerning your library that your state or federal legislators will be considering, your local press should be informed. If the outcome of the issue would affect your library's services significantly, it is appropriate to request editorial support. This will not only draw attention to your library, but also add a great deal of weight when sent to the lawmakers who will vote on the issue.

Writing to Legislators. When writing your letters, remember the basics. Use clean stationery, preferably with a business, personal, or library letterhead. Type or wordprocess your letters. There is little reason to handwrite anything other than a social letter or note today. If you are writing concerning a specific piece of legislation, identify the issue or the bill. Before you actually write the message, be sure that you understand both sides of the issue under discussion.

Making Personal Visits. The best way to establish and maintain a good relationship with your legislators is with a personal visit. Take advantage of such events as National Library Week to ask your governing body to declare a local library week. Be sure the press is aware of such designations, and use that week to call on those persons you feel can help influence the way your citizens' library services are provided. In addition, there are times each year when state or federal legislative activity is at a minimum, and lawmakers are not in the throes of a campaign. That's the best time to visit. Take a colleague with you. A party of two or three ensures comfortable conversation and allows you to divide advocacy responsibility. All you need is about fifteen minutes.

Go to Sample Public Relations Policy

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