1. MAKING PUBLIC
RELATIONS
FUN & GAMES!
…skills for promoting your events and programs
Fun & Games @ Your Public Library
March 21, 2012
Dr. Curtis R. Rogers, Communications Director

2. AGENDA
 Understanding Your Community
& Customers
 Developing your Marketing
Message & Budget
 Brainstorming Group Project =
BE CREATIVE!
 Wrap up

3. UNDERSTANDING YOUR
COMMUNITY
 Are there segments of the
community underserved?
 Does my community want or
value my unique competitive
offering?
 Is there too much competition in
the segment of my market to be
competitive?

4. UNDERSTAND YOUR
TARGET AUDIENCE
 What kinds of habits does my
customer have? Where are they?
 How does my potential customer
get information products and/or
services (in a store, on the web)?
 What are my target customer’s
primary motivations for seeking out
this kind of workshop?

5. DEVELOP YOUR MESSAGE
 Two parts: brief tagline | marketing
message/description
 Tagline – short and right to the point!
 Marketing message/description
• An explanation of your target prospect’s problem.
• An explanation about why you are the only
organization that can solve your target audience’s
problem.
• An explanation of the benefits people will receive
from attending your workshop.
• Examples and testimonials from customers you
have benefitted from your workshops.
• Your unconditional guarantee.

6. 33 PR METHODS
1. Newspaper ads 13. Newsletters 25. Brochures
2. Social Media 14. Charity events 26. Gift certificates
3. Posters 15. Networking 27. Word-of-mouth
4. Contests 16. Billboards 28. Website
5. Playing card decks 17. Magazine ads 29. Sign picketing
6. Seminars 18. Special events 30. Business cards
7. Television ads 19. Flyers 31. Catalogs
8. Signs 20. Email 32. Public speaking
9. Radio ads 21. Postcards/Rack Cards 33. Window display
10. Banners 22. Doorhangers
11. Articles 23. Media releases
12. Classified ads 24. Fax broadcasts

7. DEVELOPING THE
PR BUDGET
 Determine how much money is
available,
 detail the financial aspects,
 and show how implementation
of your plan will be profitable to
the library.

8. BRAINSTORMING SESSION
 In small groups, take ____ minutes to work through the following items (see
worksheet) to BRAINSTORM and develop the PR PLAN for a Fun & Games
workshop for the Anytown Library.
1. What is the CREATIVELY DESCRIPTIVE title of the workshop?
2. Develop your workshop tagline and message/description but be brief and to the
point.
3. Who is your target audience and How many people do you want to attend?
4. What specific news/media/other outlets will you alert and What materials will you
use to promote your workshop?
5. How much $$$ will you spend and on what?
 Each group will have time to report.

9. ADDITIONAL RESOURCES
Kivi’s Nonprofit Communications Blog
• http://www.nonprofitmarketingguide.com/blog/
LIS News - http://lisnews.org/
PR Squared - http://www.pr-squared.com
The Marketing Blog
• http://marketing-expert.blogspot.com
Visibility @ Your Library -
http://www.pio.ala.org/visibility

10. THANK YOU!
Dr. Curtis R. Rogers
Communications Director
803-734-8928
crogers@statelibrary.sc.gov