Why not? Why do so many libraries and librarians seem genetically disinclined to promote themselves?
Being an “accidental librarian” (I know I use that a lot, but what else works) and coming form a marketing and business background, I am completely baffled by this attitude. Libraries sit around with their hat in their hands, giving weak smiles to passer-bys hoping to receive a little support or appreciation. Bah!
These days even the U.S. Government is marketing its’ services, especially online services, while businesses, non-profits and other institutions are shamelessly letting the world know what they are doing, through multi-channel aggressive marketing campaigns. I think it is time for libraries to get off their duffs and do the same thing.
While we may bemoan the competition we now face for our customer’s attention (whine! Google is evil), we must move away from our historical passive stance as institutions if we are to retain our support infrastructure and remain relevant in the modern world. We should be loud and proud of our profession, our libraries and let the world know it!
Just curious, what specifically do you think libraries should be doing to market themselves? Most public libraries I know of make school and business visits, send out newsletters both print and email and participate in every community event in town. What else should we be doing?
To respond to your comment I thought it would be helpful to start with a couple of definitions (from Merriam-Webster online dictionary):
public relations
Function: noun plural but usually singular in construction
Usage: often attributive
Date: 1807
: the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution; also : the degree of understanding and goodwill achieved
mar•ket•ing
Pronunciation: \ˈmär-kə-tiŋ\
Function: noun
Date: 1561
1 a: the act or process of selling or purchasing in a market b: the process or technique of promoting, selling, and distributing a product or service2: an aggregate of functions involved in moving goods from producer to consumer
I would argue that most of the activities that libraries undertake fall under the definition of “Public Relations” and not “Marketing.” Here is the difference as I see it (remember that I am not a trained librarian, but an “accidental” one).
Libraries tend to come across (and I know that I am over generalizing) as saying, “here we are, we are important and you really should use and appreciate us.” This is what might be termed a “soft sell.” I am proposing that we move beyond the soft sell and get into the game. So what is the game?
The marketing game is selling our services and product to our potential customers, integrating ourselves into their awareness (marketers often use the phrase “top of mind awareness”) and fight for their time and support. Big companies such as Coke and Nike did not become industry leaders by being passive; they are in your face and will do what it takes to grab your attention and business. Maybe libraries don’t need to be this aggressive, but it is a direction to move in.
Does your market base think of your library or Amazon.com and Barnes & Noble when they want a book? Libraries need to fight for this “top of mind” positioning.
What should libraries do? Here are a couple of thoughts:
1. Understand the difference between public relations and marketing, and commit to marketing.
2. Hire knowledgeable staff or an outside firm to assist you (one semester of marketing in MLS school does not count).
3. Make a marketing plan (public relations and your website should be part of this plan).
4. Assign a budget to your marketing plan that allows you to meet the goals and objectives you have lain out. Frankly, if you do not have a budget you don’t have a plan, just paper with words on it.
5. Implement your marketing plan!
6. Stick to your marketing plan for more than a week! Many small businesses and non-profits get discouraged when they don’t see immediate results and give up. Marketing takes time; give it 6-12 months before you make any substantive changes.
There is a lot more to say about marketing in a general sense. Sitting here giving you a list of “marketing things to do” would not be helpful in my opinion. I think I have been long winded enough for now.
Amen, brother Tim
I do not think our job as marketers will be done until there are regular librarian charachters on television shows, garnering at least s much respect for the profession as UPS gets from the King of Queens. And Hollywood – Librarian representation in film has been scant. Desk Set? Party Girl? The Mummy? These are the best representations of our role in the mainstream media we can look to? What youth would be inspired to enter the field from these film roles? C’mon. If we had a decent lobby group, or our national organizations would spend money on serious public relations, we could have a more visible, and respectable image in the greater world. My $.02
I guess you can tell by my blog site that I couldn’t agree with you more. We librarians often think that we’ll never be knocked off the pillar we share with mom and apple pie, but in my community at least, our stakeholders are increasingly interested in the ROI produced by all their tax dollars, and that includes the library.
I also think libraries are quick to grab at new technologies just to prove we’re Library 2.0, without thinking about how they fit into the overall plan for the library. I know this is a “baaad librarian” statement, but I’d rather offer services I can demonstrate my patrons want to use, even if they’re not cutting edge, than offer a lot of Library 2.0 services that are just going to waste.