Tools, tips and strategies

The following list outlines tools, tips and opportunities for you to use in getting your message out.

Advertising | Annual report | Column | Editorials | Email/Elists | Evaluation | Fact sheet | Feature stories | Guest columns/Op-eds | Letters to the editor | Newsletters | News release | Political Action Committee | Public Service Announcements (PSAs) | Radio/TV | Sound bites | Stories | Strategies | Tabloid/Insert | Telephone Trees | Testimonials | Websites

Advertising

Paid ads allow you to control the placement and timing of your message. Friends of the Library, a business or other partner may underwrite the cost. Advertising related to a ballot issue will need to be sponsored by a specially created citizen support group.

Annual report

Simpler is better. Let the headlines tell your story. Focus on a few key accomplishments and numbers. Your annual report can be a brochure, bookmark, a notepad or a calendar. It should be on your web page. It doesn’t have to be fancy but it should be handsome and to the point. If possible, use lots of pictures of people—not just the building. Last but not least, make sure it gets into the right hands—the decision makers, funders, partners and others who you wish to influence.

Column

A regular column in your local newspaper is a wonderful way to keep the library visible and to portray the library as a happening place. We suggest you keep the focus on people, with a photo of the mayor one week, a teen or senior the next, telling what book they’re reading or their favorite website. Instead of straight lists of new materials, try starting with “Mystery lovers will be happy to hear the latest in the popular ‘No. 1 Ladies’ Detective Agency’ series has arrived. Other new titles are�” You might also profile members of the library staff, their special interests and skills.

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Editorials

An editorial of support from your local newspaper generally carries a lot of weight. Call or visit the editor to make your request. Provide a fact sheet and other briefing materials and be prepared to answer hard questions. He or she may ask you to meet with other staff to make your case. You may want to offer to host the meeting at the library. It’s a good idea to have an enthusiastic and knowledgeable supporter, such as your board president, take the lead. Some radio and TV stations make endorsements and have a similar process.

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Email/Elists

Electronic mail can be a fast and effective way to communicate news about the library. Just make sure that participation is voluntary and there is as an easy way to opt out. You may also want to create a special list for supporters of a particular issue, such as funding cuts or building a new library. Email lends itself to encouraging supporters to “please share this message with others who share your concern.” Just be careful that you don’t say anything that could be used against you if it fell into the wrong hands. Messages of a political nature are best sent by a library supporter—not staff. Adding an email signature with your message is another opportunity to circulate your message.

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Evaluation

Evaluation is all about listening and learning. The simplest, most inexpensive way to do that is to ask people what they think. Have they heard your message? Are they supporting you? Why or why not? Take advantage of opportunities in and outside the library. Ask your staff to do the same. You may also do a simple written questionnaire or ask college students to do interviews for you. Focus groups are an excellent (but not cheap) way to learn what people are thinking. Other simple measures include things like program attendance, number of media stories and bottom line, “Did you get the funding you need?”

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Fact sheet

An essential tool for presenting essential information about the library and/or issue at hand. Every library should have a fact sheet with current information such as population served, services offered, borrowing policy, location and contact information. It should be a quick read—no more than two pages. After a brief introduction, you may use bullets or numbers to highlight key facts and examples. You may use a question-answer format or organize using the standard journalistic formula of Who, What, When, Where, Why and How (in the appropriate order).

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Feature stories

Feature stories are generally longer than new stories and can explore an issue in more depth. Feel free to suggest a story involving the library—how it is growing and changing to meet to meet users’ needs, how it is struggling to keep up or a particular service, such as interloan, that you wish to promote.

Editors and reporters generally welcome ideas for stories of importance to their readers. Be sure to describe photo opportunities—students studying on the floor, a line of people waiting to get into the library or use the computers, books piled on the floor instead of on shelves.

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Guest columns/Op-eds

Write your own editorial! Many newspapers carry guest columns that appear on or opposite a newspaper’s editorial page. Check for length and other guidelines. It is better if someone from the library board or community submits the column. Some radio and TV stations also will air guest opinions.

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Letters to the editor

Most newspapers carry letters to the editor. If your library has a referendum coming up, you may encourage supporters to write a letter saying why they think it is in the community’s best interest. Shorter and personal is better. Check the paper or Web site for guidelines. See Sample.

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Newsletters

Submit brief articles for your partners to carry in their newsletters. Many legislators publish district newsletters. Also remember student newspapers, church, PTA, faculty, senior and employee newsletters. Make a list and send only items that are appropriate.

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News release

Editors and reporters love a well written news release—one that is clear and to the point. See Sample.

• Start with the most important information and end with the least. Try to make the first paragraph attention-getting.

• Be sure to cover the 5W’s (Who, What, When, Where, Why) and H (How).

• Keep it short—no more than a page.

• Include a contact name and telephone number.

• Make a note of any photo opportunities. Some small newspapers may accept photos that you submit.

Ask! If possible, get a digital camera or ask your Friends group to buy one.

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Political Action Committee

If your goal is to pass a referendum or bond issue, you will need an independent political action group to raise and disperse campaign funds. Laws vary from state to state. Check with the Secretary of State or an attorney about local election and disclosure laws. Make sure you and your staff follow guidelines for the role of public employees.

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Public Service Announcements (PSAs)

Most radio and TV stations (and some movie theaters) will run free commercials for nonprofits known as public service announcements. Some newspapers may also donate free space for worthwhile causes.

It doesn’t hurt to ask. These announcements must be of wide community interest. They cannot be of a political nature. TV stations and movie theatres may want a slide to project. See Sample.

• Contact the station manager or community service director to ask whether hard copy or email is preferred and when is the deadline—usually about two weeks before you wish it to air.
• Ask if the station will use pre-recorded spots. ALA offers audio and video spots, some featuring celebrities such as Susan Sarandon and George Lopez.
• If the station uses a language other than English, ask whether you need to provide a translation. They will often do it for you.
• Some radio and TV stations have community calendars or “Tradio” shows where you can call in announcements.
• PSAs usually run around 30 seconds (75 words) and you can often use the first paragraph or two of your news release. Try to use words that are only one or two syllables.
• Be sure to end with a contact for more information. See Sample.

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Radio/TV

Talk show hosts or their producers are almost always looking for guests to interview on timely and interesting topics. Call or send an e-mail to propose your speaker (possibly yourself) and topic. Be prepared to explain why it is important with some interesting stories or facts to back it up. Have your supporters call popular shows to bring libraries into the discussion. Don’t forget student and community channels and the “good news” segment on the 10 o’clock news.

If you are going on a radio program, think about who is listening and focus your remarks accordingly.

• Bring your message sheet/notes. No one can see them!
• Don’t talk too much. Let the interviewer ask questions.
• Have some good stories to tell.
• Vary your tone and pacing so you don’t sound monotonous.
• If it’s a call in show, be prepared to answer both easy and hard questions.
• If no one calls in, be prepared with “a couple question I often get asked.”
• Remember to smile. It can be heard in your voice.

All the above apply on TV—except for notes. Bring visuals, such as a drawing of the proposed library, you may show it.

Dress professionally. Avoid checks or stripes or colors that are too dark (black, navy or dark brown) or too light (white/yellow), which do not photograph well.

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Sound bites

Sound bites are media jargon for short catchy phrases that reporters like to quote in their stories.

Examples: “Libraries can’t live on love.” “Kids who read succeed.” Or, “Our community deserves a 21st century library.”

Your key message should work as a sound bite.

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Stories

Stories are powerful. Use them to drive your message home and to touch hearts, as well as the minds. Choose stories that are appropriate for your audience and keep them brief.

—the child who grew to love reading at the library,
—the senior who learned how to send email to her grandchildren
—the laid off worker who used the library to research and start a successful business.

Your stories should have a beginning, middle and end. Use the stories in presentations, the annual report and other publications.

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Strategies

Create Allies | Identify your Audience | Deal with Decision-makers | Speak Successfully | Answer the Hard Questions

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Tabloid/Insert

A special pull-out section in the local newspapers can be an excellent way to get your message in front of your community. Make sure you have a clear purpose and message—perhaps tied to an anniversary, new building, National Library Week or other special event. It could be your annual report.

Use lots of bold headlines and great photos of people—staff members and users of all ages and types. Keep text to a minimum and use large, easy-to-read type that people can read at a glance. Some newspapers will seek the advertising to cover the cost and assist with the writing and photography. You may credit this in the copy so that no one thinks the library is spending its limited funds.

An alternative—if the newspaper regularly carries special issues on topics such as education, employment or recreation—is to ask that the library and its resources be featured as a public service along with the advertisers.

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Telephone Trees

When rapid response is called for, a telephone tree with names and numbers of those who have agreed to mobilize can be an excellent solution.

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Testimonials

Nothing tops the voice of a satisfied user when it comes to telling your story. Recruiting people to share their experience—children, teens or adults—is a powerful technique and generally not difficult. Librarians who have solicited testimonials are often surprised at how are pleased people are to be asked, especially if they feel it will help the library. Make a point of asking people who compliment the library if you can quote them. Save thank you letters.

Events such as Library Lovers Month in February, National Library Week or School Library Media Month in April are opportune times to sponsor a contest inviting testimonials. Be sure to get permission to publish or quote the testimonials. Testimonials can be powerful used in the annual report, brochures and other print materials. Or, they may be delivered in person at hearings or rallies.

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Websites

More and more people turn first to the Internet when in search of information. Use the library’s website to portray the library as a dynamic center of community life.

• Feature testimonials and photographs of users.
• Post the annual report, fact sheets, news items and other helpful information.
• Provide current information on issues of concern, such as the status of the library’s new building plan.

Ask other organizations to link to your site.

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