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Texas Public Library Standards

Marketing/Public Relations/Advocacy Standards

A library's marketing plan is a coordinated, continuous effort to communicate a positive image of the library.

A well-rounded marketing plan will utilize all forms of public relations to promote the availability of the library's resources, services, and programs. All marketing efforts should be an integral part of the library long-range plan.

The public relations plan should be designed to target local demographics and reflect language(s) spoken in the community and to take full advantage of the service area's promotional opportunities.

The advocacy plan should incorporate the knowledge that elected officials and governmental entities and the laws and rules emanating from these organizations impact the growth and quality of all libraries.

Texas public libraries should work toward the following target areas:

MARKETING AND PUBLIC RELATIONS

All populations

Recognize that excellent library services and a courteous well-trained staff that meets the needs of library patrons are the heart and soul of any marketing effort.
Design and fund public relations programs using various approaches to publicity with visually attractive print and electronic materials, signage and graphics. Libraries are encouraged to use materials provided by the Texas State Library and Archives Commission, and the Texas Library Association.
Evaluate public image of library services, staff and programming.
Evaluate all policies and procedures in terms of effect on the public and the library's public relations.
Understand, target and meet the needs of special groups (i.e.; seniors, winter tourists, etc.) within the community as well as the general demographics of the community.

Use basic public relations and marketing tools, some suggestions follow:

Attractively packaged annual reports made available to the public
Banners
Booklists
Bookmarks
Booths at fairs or trade shows
Brochures
Cable TV
Commercial TV
Conduct surveys of citizen/patron awareness on a timely basis
Coordinate with other community service organizations and community events for publicity
Direct mail promotions
Displays
Electronic bulletin boards
End caps and shelf displays
Exhibits and displays
Flyers
Magazines
News Releases
Newsletters
Newspaper Ads
Online catalog
Posters
Press releases
(information on special programs may be found on www.tsl.state.tx.us/news/presspass/)
Promotional giveaways
Promotional materials for community leaders, interest groups and agencies
Public service outlets
Radio
Slide, tape and Power Point presentations
Speakers for community programs and events
Staff and Board who join local service and business organizations
Storytimes in library
Storytimes outside library in schools, community centers and nursing homes
Target neighborhoods and special needs areas
Traveling exhibits
Utilize marketing concepts in developing advocacy plans
Videocassettes
WebPages
Window displays

ADVOCACY

Texas public libraries should develop plans that include the following:

All populations

Develop and nurture community stakeholders and educate with the goal of being advocates.
Create and nurture relationships with elected officials on community, county, other local governances, state and federal levels. Advocacy must be non-partisan.
Host events to which elected officials are invited to attend
Have representation at events, hearings and programs elected officials attend
Design a communication plan for informing interested community members and library supporters about legislation concerning libraries
Provide letter writing kits (both print and electronic) with names of elected officials and key information about legislation affecting libraries
Be informed of TLA and ALA legislative issues and promote those issues whenever possible
Support TLA Legislative Day with calls, mail and representation

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