1. PROMOSI
PERPUSTAKAAN
Abu Bakar Suleiman
Pensyarah Kanan
Fakulti Pengurusan Maklumat
UiTM Puncak Perdana

3. Banyak perpustakaan tidak
berubah BUKAN kerana
mereka tidak mahu berubah.
TETAPI mereka tidak tahu
atau tidak nampak keperluan
untuk mereka berubah.

5. Image Building and Library

6. Image Building and Library
The image of the libraries and information professionals
are not impressive as compared to other professions.
Following are some of the clichés or outmoded reputations
and old stereotypes associated with the professions:
o Deplored
o Ignored
o Laughed off

7. Image Building and Library
o Silence image (boring, inactive, and non-proactive)
o As a monument
o I didn’t know the library had that...etc..

8. Image Building and Library
Lack of effective communication about what libraries have
has resulted in public misunderstanding and disinterest.
Libraries are non-profit organizations and so is difficult to
attract users as they do not have any special ‘product’ to
offer to the public. What they have are services that some
people might find they can do without!

9. Image Building and Library
In any organization, there is always a specific department
that handles PR’s work. It exists on its own as a separate
entity and plans or conducts its own PR programs for the
parent organization.
In a library environment, all units are somehow engaged in
PR work and it must be accepted as an integral part of the
library’s total program, which involves all staff members.
PR is everybody’s job!

10. PR InThe Library
Include:
o Individual’s personal PR.
o Selling of oneself – one’s ideas both inside and outside
of the library.
o Preventive PR – anticipate problems before they
become PR trouble areas.

11. PR InThe Library
The day to day operations of a library involves a lot or PR –
eg: Acquisition Department with suppliers; Circulation
Department with users etc…
Therefore goal setting is important in library’s PR
programs. Whatever type of activities to be carried out by
any one type of library, it should first match with the
library’s objectives and mission.

12. PR InThe Library
Why Library PR?
o To ensure the maximum number of people know of the existence
of our libraries.
o Where they are located?
o What do libraries have to offer?
o What do libraries do?
o How can libraries help users get information?
o To inform public and constantly keep them informed of the
library’s daily activities or special events etc.

13. PR InThe Library
Who AreThe Library PRTargets?
o Users.
o PR and other library governing bodies.
o Libraries and book trade.
o Libraries and educationists.
o Internal/External PR

14. PR InThe Library
So, why is image and identity important to a library PR?
o Maintain loyalty of users to the library.
o Portrayal of image.
o Perceived image.
o It is an intrinsic communication of the organization to
their various public.

15. PR InThe Library
Libraries project their personalities – their products and
services, the way they treat or attend to their customers,
their advertisement, brochures, corporate names, symbols,
slogans, the vehicles, tabloid or newsletter, the media
publicity and quality of services that they give to their
customers.

16. PR InThe Library
Libraries must be projected internationally, regionally,
nationally and locally with related activities such as with
the central government, the civil service, education
sectors, local government, the social services, the
publishing and book trade industries etc.

17. PR InThe Library
So, how can you ensure your library products and services
are meeting users requirement and satisfaction?
How else can you make the library to be a better place for
everybody?

18. PR InThe Library
What about your role as the future/new information professional of the
millennium?
Can you think of ways to improve the library’s image and identity?
Can you suggest new taglines which is most suitable to libraries in this
era?
What about good slogans and catchy phrases to mark information
professionals of today working within a new library environment?

19. Public Information Program
Why PIP? To inform, influence and persuade!
Establish these first before you begin:
What are you communicating?
1. Interpretation of the library’s goals, objectives, priorities.
2. Is the library’s main function to be a caretaker of a cultural
monument or a custodian functions or on service activities?
3. is the library to serve all the people or just the enlightened
who seek it out?

20. Public Information Program
Why?
Libraries are supported by public’s money- taxpayers’ money. So
you must justify your existence by informing the public you do have
some services for them, one way or another.
To whom (target audience)
The general public. Who ever that constitutes the general public.
But for promotional purposes, it is easier to divide your client into 3
groups:
1. Users (regular patrons)
2. Non-users (never enter)
3. Potential users (will enter if one or more obstacles removed)

21. Public Information Program
How (methodology)
Translate the objective into actions and techniques. E.g. increase
membership (GOAL)
Actions: membership drive plan
: poster
: free registration for those who register between certain dates/times
: new members will be given a free computer course worth RM100
: application form available at supermarkets, bus stations, parks etc.
: introduce smart card

22. Public Information Program
FEE BASED SERVICE
 One way to promote your library
 If a library can generate income, it shows that it has
value and this will increase confidence in management’s
part
 So they will have to accept our publicity’s proposal and
budget’s request
 An indication of respected reputation for reliability and
high quality

23. Public Information Program
The publicity for selling information (fee-based) shows that you are
offering good service or/ and providing the information that people want
and do not mind paying. The word will spread. Income will increase.
Then management will realize that your service is not a drain on their
budgets, but actually contributing to the overall company’s income.
Turning your library to become an ‘information brokerage’ i.e. treating
information as a commodity- can be analyzed, re- packaged and sell- for
a price.

24. Public Information Program
For a start:
1. What is the strength of your collection? “ stick to what you
know/ have” is the golden rule when starting out as an
entrepreneur.
2. Decide which one you can charge for?
3. Market research (not necessary unless you are a big
organization and willing to spend some money)
4. Questionnaires
5. Know your competitor. Who else provide the same
information? Or think something that has not been done by
other library

25. Public Information Program
Why PR in Information Work
 To create awareness among users and potential- users.
 To increase utilization of library materials
 Information is now considered as a commodity. May
generate income if properly marketed.
 To publicize on a continuous basis library’s activities/ new
collections.
 To create an atmosphere of aggressive, active, lively and
conducive library environments.

26. Public Information Program
 To justify the very existence of libraries.
 To establish contact and rapport with the users to ensure
repeat visits.
 To increase public interest and participation
 To rectify the cliché image that librarians/ libraries are dull
creatures.
 Increase professionalism (accepted and recognized)
 Increase positive/ effective communications between
library staff and patrons.

27. Public Information Program
Use nametags to break the gap between a patron and a nameless face behind
the desk.
Do not use jargons in assisting patrons
 E.g. ILL
 Check out counter
Make friends with patrons/ be friendly
 Smile
 Attentive listening
 Do not be indifference
 Show enthusiasm, not boredom. Recognize the patron’s individuality
and importance.

28. Public Information Program
The Process and Planning for PR or PIP in LIBRARIES
In any organization, PR is one of the important elements in
helping them to meet the needs and achieve the objectives of
the organization. It seems that PR and marketing are the
appropriate functions within the library organizations, and
intelligent use can be helpful in attaining the overall objectives
of the library.

29. Public Information Program
The Library PR Process
The PR process have been divide into 4 simple sub- functions:
 Fact finding
Involves investigation of public attitudes and community analysis
 Planning
Setting down of the objectives, budget, timetable and tactics to be
employed
 Communicating
Involves the various promotional and feedback systems set up by libraries
to ensure two- way communication
 Evaluating
Involves examination of results more complex than simple bottom line
statistics.

30. Public Information Program
Philip Kotler has made another set of sub functions for the library
PR process.
 Identifying the organization’s relevant publics.
 Measuring images and attitudes of the relevant publics toward the
organization.
 Establishing image and attitude goals for the key publics.
 Developing cost effective public relations strategies.
 Implementing actions and evaluating results.

31. Public Information Program
A Library PR Program Plan
 Assess the current PR of the library
 Establish goals and objectives for a PR programs
 Determine strengths and weaknesses
 Budget, timetable and tactics or strategies
 Staff communication
 Implementation
 Feedback
 Evaluation

43. PR InThe Library