Public+Resources+-+Journals

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**Click on the word 'edit' on the tab in the upper right hand corner. Add your resources to the list by locating the correct placement according to alphabetical order. You can also click on the ''discussion tab' above and add a message related to your postings. Once you have posted all of your annotations to the wiki, paste qll of your annotations in one email and send it to Dr. Edwards.** =====


Adeyoyin, Samuel Olu. 2005. Strategic planning for marketing library services. //Library// // Management //. 26 (8/9): 294-506. This article emphasizes the necessity of marketing plans in libraries. The author gives in-depth explanations of the concept of marketing and describes how libraries fit into the category of a non-business organization and therefore, should adopt some similar aspects of marketing strategies in business organizations, but should also embrace unique aspects of marketing for non-business organizations. This usually means marketing services or ideas.

Aharony, Noa. “Librarian’s attitudes towards marketing library services.” Journal of Librarianship and Information Science 41, no. 1:39-50. This article discusses a research study exploring the attitudes librarians have toward marketing their libraries. The study involved one hundred and fifty-six school, public and academic librarians. Research shows that all librarians should have some experience with marketing concepts.


 * Audunson, Ragnar. 2005. "How do Politicians and Central Decision-Makers View Public Libraries? The case of Norway." //IFLA Journal// 31, no. 2: 174-82. Library Lit & Inf Full Text, WilsonWeb (accessed November 22, 2009). ||

Interesting article about a study of politicians' views of public libraries in Norway. A bit dated, but interesting nevertheless. Audunson found that politicians in Norway still see libraries' value as primarily keepers of culture. Also it was determined in these qualitative interviews that one view that was positive and cut across all political affiliations was the value of library services to children. This is an interesting note for librarians. At least in Norway, marketing children's services seems to be a strong selling point for libraries. An interesting study that could be re-constituted for the U.S. and especially at the local level.

Barber, Peggy, and Linda Wallace. 2009. The power of word-of-mouth marketing. //American Libraries// 40(11):36-39. In this short article, Barber and Wallace discuss word-of-mouth marketing, or WOMM, which is also referred to as building a buzz. They believe WOMM is good for libraries for several reasons. The first is because it is free. Secondly, libraries have an untapped "sales force" of hundreds of people when you count staff, Friends, trustees, and satisfied customers. Finally, they believe WOMM is good for libraries because it is the most powerful form of communication. This articles offers advice from staff at a library that successfully implemented a WOMM campaign.

Beck, Susan J. "This is Our Time to Shine: Opportunities in a Recession." //Reference & User Services Quarterly// 49, no. 1 (Fall2009 2009): 8-17. //Library, Information Science & Technology Abstracts//, EBSCO//host// (accessed November 21, 2009). This is a timely article that looks at the important role that librarians can and do play in the midst of an economic downturn. This work contains an impassioned argument for greater emphasis on reference services as essential to proper community involvement and advocacy.

Beck, Susan J. “This is our time to shine: opportunities in a recession.” //Reference & User Services Quarterly// 49, no. 1 (Fall 2009):8-17. This article discusses the opportunities for libraries in the time of the recession to show their value and why they are so important. It also discusses about the resources the American Library Association has developed to assist libraries.

Bell, Steven. 2009. From gatekeepers to gate-openers. //American Libraries// 40 (8/9):50-53 Bell posits that the successful future of libraries lies in becoming gate-openers instead of gatekeepers, achieved in part by designing meaningful customer experiences. He suggests that library workers shift from focusing simply on accessing resources to creating meaningful relationships with community members by designing memorable library experiences. The gist of the article is that in order to remain important in our communities, public libraries need to focus on building relationships with their patrons, not just on providing access to information. This is an increasingly important concept to master and implement as more information becomes freely available on the internet.

Benedetti, Angelina. 2007. Twenty is the new everything: are “hipper shushers” enough to draw twenty-somethings into our libraries? //Alki// 23 (3): 24-5. Benedetti offers programming suggestions designed to attract twenty-somethings to the library. Benedetti argues that that age frame is an underserved population, in large part because libraries do not offer what they need (extended hours, technological tools they want to use, etc.) Benedetti’s 2007 suggestions for hip new programs are already dated in 2009. The concept that twenty-somethings are underserved remains solid. Berry III, John N. "No Human Contact." //Library Journal// 134, no. 18 (November 2009): 10. //Library, Information Science & Technology Abstracts//, EBSCO//host// (accessed November 21, 2009). This article deals with the accessibility of library directors and other department heads to the general public. His contention that too many library supervisors are inattentive to matters of public relations and advocacy should be a wake-up call for each of us. A fun informative article describing a campaign by libraries in central and western Illinois. This consortium of libraries embarked on a public relations campaign together. By pooling their resources, they put together a very successful marketing plan. Placing painted pigs in several libraries, they received much publicity and promoted their interlibrary loan service. Pigs stands for Partners in a Great System and their campaign likewise focused on their strong partnership and the wonderful interlibrary loan service available to all of their communities. Block, Marylaine. 2001. "The Secret of Library Marketing: Make Yourself Indispensable." //American Libraries//. (September) 32(8). 48. EBSCOhost (accessed November 21, 2009). ** Block perceives a strong need for libraries to make themselves visible in their communities. She discusses the importance of reaching out to people in the community who make things happen, such as government officials, business people, community leaders, and other influential people. She gives a few practical ideas of how to point out library materials and services to people based on their own interests.
 * Bersche, Karen Stott. 2001. "Library System Rides a Pig to a Resounding PR Success.” //American Libraries//. (September) 32(8): 44-47.**

Bost, Wendy and Jamie Conklin. 2006. Creating a one-stop shop: Using a catalog to market collections and services. //Florida Libraries// 49(2): 5-7. The Orange County Library System in Florida began marketing programs, services, databases, and other library resources by editing the MARC records in their online catalog. For instance, they created a record for a fundraising event that included an author visit, using the author’s name as subject and including titles by the author in the records. The article includes several other ways in which the library has used OPACs for marketing.

Bussey, Dawn. 2009. Getting the word out. //Public Libraries// 48(1): 20-21. One suburban Chicago library discusses ways to promote the library outside of traditional methods. This library combines power point presentations with participation at community events such as the local farmer’s market to reach people who do not normally visit the library.

Casey, Michael, and Michael Stephens. "Six Signposts on the Way." //Library Journal//, November 15, 2008., 21, //Library, Information Science & Technology Abstracts//, EBSCO//host// (accessed November 21, 2009). The authors look at some different ways that libraries can promote themselves to be more accessible and transparent. By focusing on policy and approaches that are patron-friendly and open, the authors argue, the library can better position itself in the community. Most importantly, the decisions of the library must be consumer driven not designed to drive consumers away. Casey, Michael and Michael Stephens. “Library PR 2.0.” //Library Journal// 133, no. 17 (10/15/08):24. This article discusses libraries and marketing. It offers public relations advice to libraries and suggest they need to be more active in marketing themselves.

Casey, Michael and Michael Stephens. 2008. Library PR 2.0. //Library Journal// 133 no. 17 (October 15): 24. This article examines the reluctance many public libraries are experiencing when it comes to adopting web 2.0 technologies such as social media for public relations. They believe that many libraries continue to only utilize traditional means of public relations such as posting press releases on websites and submitting them to newspapers. Libraries must adapt to the shift in library branding from careful publicity and newspaper articles to audiences determining the branding. The “grapevine” can be an excellent way to get the library’s message out. Finally the authors provide several tips on how to improve public relations by engaging users.

Circle, Alison. 2009. Marketing trends to watch. //Library Journal// 134 (6) : 26-9. Instead of looking only at other libraries for examples, Circle outlines how librarians can apply knowledge from profit organizations to the library environment. Circle argued that trends such as texting, Twitter, “going green,” speed, and the like should be actively used by librarians to help reach the communities they serve. Overall, Circle contends that libraries need to enlarge their understanding of the communities and what a library means to those communities in face of 21st century changes and technologies.

Circle, Alison. “Marketing trends to watch.” //Library Journal// 134, no. 16 (10/1/2009):26-29. This article discusses the benefits to libraries to reach users by using the thirteen cultural tends mentioned in the discussion. Some of the trends mentioned are Twitter, video marketing and mobile marketing. Some very interesting points were made about how people under the age of 18 do not use email, and what you should do instead.

Circle, Alison and Kerry Bierman. “The House Brand.” //Library Journal// 134, no. 11 (June 15, 2009): 32-35. This article discussed the importance of creating a unified “house brand” for the library and outlines the steps to go through in doing this. Branding the library includes defining the user population, creating a recognizable brand that people can identify with and that defines who the library is, making sure that the library lives the brand in every way all the time, and evaluating the success of image that has been created.

Davis, Denise M., Norman Rose, and Larra Clark. 2009. How to work a crisis: Demonstrating that libraries are a necessity. //American Libraries// 40(11): 50-52. This article is based on the //Libraries Connect Communities 3: Public Library Funding and Technology Access Study// (PLFTAS), which shows that libraries are often the only places in their communities offering free public access to computers and the internet, as well as instruction in information technology. The authors state that these finding show that the internet has made libraries more, not less relevant, and that librarians can use the information in this report to help with planning and policy, as well as demonstrating the necessity of libraries in this climate of budget cuts, reduced hours, and layoffs.

Diamant-Cohen, Betsy and Dina Sherman. “Hand in Hand: Museums and Libraries Working Together.” //Public Libraries// 42, no. 2 (Mar/Apr 2003): 102-5. In this piece, the author stresses the importance and benefits of libraries and museums collaborating on projects, resources and expertise. Some of the benefits mentioned are cost savings, staff development, marketing and audience development, and the potential to gain more support from the community as new services are offered to the public.

Eastell, Ciara. "The Partners for Change project: involving socially excluded young people in shaping public library services." //New Review of Children's Literature & Librarianship// 14, no. 1 (April 2008): 31-44. //Library, Information Science & Technology Abstracts//, EBSCO//host// (accessed November 21, 2009). This article looks at the indepth attempt of the Partners for Change project to include marginalized teens in the process of developing policies for the library. The conclusion of the paper is that library staff must be better trained to recognize the needs and to hear the voice of ones that are often overlooked. By doing so the public relations between the staff and the community will improve. Fagan, Jodi Condit. 2009. Marketing the virtual library. //The Virtual Library//. 29 (1): 49-54. This article describes marketing strategies for virtual libraries. The author asserts that as patrons continue to search online for information more often, libraries must market their virtual library in order to help patrons recognize the relevancy of the library in today’s world. The article gives specific ideas on how to market virtual libraries and how to evaluate if the marketing plan is successful.

Farrelly, Michael Garrett. 2009. Refuge in the library. //Public Libraries// 48(4): 24-26. Farrelly promotes the idea that libraries have always done wonders for helping poor and lower-middle-class children and can continue to do so even in hard economic times by keeping everything simple and building personal relationships with patrons. He suggests asking local business for donations of items or services that can be used to promote library programming, not just money.

Fialkoff, Francine. 2006. Opportunity knocks. //Library Journal// 131 no. 12 (July): 8 Fialkoff examines the need of libraries to improve their relationships with the media. She believes that libraries are missing a valuable opportunity to advocate for the importance of libraries during the poor economy as a result of the lack of media interest in libraries and discusses the importance of connecting with higher government officials.

Fry, Amy. 1976. Lessons of Good Customer Service. //Library Journal// 134 (14): 33-4. Fry provides an excellent, brief discussion of the differences between (and things to be learned from) businesses and libraries. Offers suggestions for bringing successful retails tactics to the library and examines some that already are shared between the retail world and libraries. Also examines differences between service in an academic library and a public library.

Gardner, C.A. 2005. The importance of customer service. //Virginia Libraries// 51(4): 2-4. This article emphasizes the need for good customer service in libraries. Libraries are changing their image, Gardner says, but a physically pleasant environment is not enough. Library staff should be respectful toward patrons and should consider the changing needs of customers in library policy.

Gerding, Stephanie. 2007. Advocate for more: Focus on legislative funding. //Public Libraries// 46 (2): 36-9. Gerding recommends enlisting library support by speaking on behalf of the library and keeping legislators informed about concerns and successes. Finding the right advocate depends on the message, so Gerding recommends deciding what audience to target, then choosing advocates from their peer group. Library administrators can organize advocates to influence legislation in the library’s favor. This article provides tips for contacting and making an impact with elected officials through in-person meetings, telephone calls, letters, emails and editorials. This article also provides tips for identifying and finding contact information for elected officials through ALA. Gibbons, Judith. 2009. Implementing a national advocacy campaign at the state level: Kentucky public librarians put theory into practice. //Kentucky Libraries// 73(3): 4-8. This is a "how we done it good" type of article that offers a glimpse into how other public library systems promote their good image. The Kentucky Department of Libraries and Archives held a series focus groups to determine community values pertaining to libraries, which would help with planning. Librarians received extensive formal public relations training at Kentucky's Public Leadership Awareness Institute.

Haglund, J. 2009. Rock-n-roll libraries: marketing through music concerts and festivals. //Public Libraries// 48(1): 8-9. Haglund presents anecdotal evidence that libraries which have hosted or participated in concerts and festivals have reached young people. Haglund also offers suggestions for issues to consider when a library considers becoming involved in a concert or festival such as financial impact, staff impact, and general logistics. The article points to successes around the world, not just in the United States.

Hill, Chrystie. 2009. Inside outside & online. //American Libraries// 49(3): 38-41. This article states that the question for today's information professionals is not "Where is the library?," but instead, "What is a library?". Hill discusses questions about "what the library does, how we should be doing it, where we should be doing it, and for whom" (38). Libraries commonly provide free access to the internet, but they are not taking full advantage of the opportunity to exist in the social networking worlds to which they provide access. Hill posits that taking advantage of these opportunities, using the same skills we use to develop traditional library programs, will allow us to "become tightly networked with and central to our communities" (41).

Hilyard, Nann Blaine. 2009. Cultivating support for library advocacy. //Public Libraries// 48 (3): 16-19. This article provides excerpts from a panel discussion between the former director of the Memphis Public Library Information Center Judy Drescher, PLA Executive Director Greta Southard, and former town supervisors Frank Mezzano and John Hosley at the Turn The Page workshop held in April 2008. The speakers discuss variations in municipal fiscal calendars, leveraging matching funds for grants, donor relations, endowment funds, and the lines of communication for securing political support. Speakers also discuss the importance of credibility through community outreach, communicating the library’s mission and successes, and careful board selection.

Hilyard, Nann B. 2009. Getting the word out. //Public Libraries// 48(1): 20-1. Hilyard discusses making marketing an integral part of a public library’s long range plan. Further, descriptions of tools and tricks for public libraries to use to get information into the community about the library are included. Examples of successful marketing strategies (such as the library attending the monthly farmers market or attending community programs) are helpful if not a little vague. Huang, Yi-Hui. “Should a public relations code of ethics be enforced?” //Journal of Business Ethics// 31, no. 3 (Jun. 2001): 259-270. This article discusses the controversial topic of whether a code of ethics should be enforced in public relations or not. The author takes the side that a code of ethics should be enforced and uses eight aspects to address the issue. Some of the aspects the author discusses are: is a code of ethics significant; would it be enforceable; and would education in ethics overcome the problems in public relation with ethics. Jenott, Carrie. 2009. Be a library hero. //Alki// 25 (2): 18-19. Jenott recommends that despite a lack of funding in hard economic times, librarians should take the current opportunity that hard economic times offer, which is a drastically increased need for public libraries, and use it to BUILD RELATIONSHIPS with everyone in every situation. She believes this will create community, which in turn will greatly enhance library resources and services, even without money.

Keller, James A. 2008. Branding and marketing your library. //Public Libraries// 47(5): 45-51. Keller outlines an overarching strategy for branding and marketing a library. Key points include information on identifying stakeholders, defining a target audience, promoting the library, conducting surveys, developing a marketing plan, using already available resources, and evaluating. Keller provides practical suggestions as well as a general outline for beginning marketers. Lee, Deborah O. 2005. Marketing resources for busy librarian. //College & Undergraduate Libraries//. 12 (1/2): 81-91. In essence, this article is an annotated bibliography of resources regarding marketing in all types of libraries. These resources range in topic from general public relations and marketing guides to specific service and project ideas for different types of libraries. The resources listed are available in a wide range of formats such as books, articles, and websites.

Lee, Deborah. 2007. The long tail: Implications for marketing library services. //Library Administration & Management// 21 (2): 93-94. In this article Lee explores the implications of long-tail marketing for libraries. She examines the success of companies like Amazon, Netflix, and eBay who owe part of their success to reaching niche customers and markets. Lee points out that the added value of companies like Netflix and eBay is the ability of the customer to personalize their interaction with the company to their own personal needs. Lee, Deborah. 2006. Ipod, you-pod, we-pod: Podcasting and marketing library services. //Library Administration & Management// 20 (4): 206-208. Although this article is a few years old many of the suggestions Lee offers in using podcasting for library marketing remain relevant. She suggests creating records of events of library events like speeches and presentations, or recording teens’ poetry from open-mike night. She also suggests podcasting library tours or book-talks for free download. Lee also warns that podcasters must be aware that copyright issues still apply.

Lifer discusses some marketing techniques used in public libraries. He shows an example by using the Lakewood Public Library in Ohio where they used market segmentation and geodemographics to find out their customers’ preferences. He gives some ideas on how to market your library even if you have a small budget. Perception can sometimes play a role in marketing your library to a certain demographic. Examples included a library with a Starbucks and a library that had a passport office and one with a used bookstore.
 * Lifer,** **Evan St.** **2001. “Tapping Into the Zen of Marketing.” //Library Journal//. 126(8): 44-46.**

Lisker, Peter. 2003. Say what you mean, mean what you say--Communication techniques to enhance your library. //Public Library Quarterly// 21 (4): 3-8. Lisker emphasizes the importance of careful communication, because what customers see and hear in the library communicates the library’s message. Providing friendly, professional service and keeping customers informed expresses the library’s mission and values. Internal communication of successes and acknowledgement of staff accomplishments creates a positive work environment. Lisker suggests that customers who are pleased with library services should be encouraged to put it in writing or communicate their satisfaction to legislators. Both staff and satisfied customers can communicate the library’s mission and value to legislators and community groups. Open house invitations and other events provide opportunities for communication with stakeholders.

Manley, Will. 2008. Rule-benders rule. //American Libraries// 39(8): 80. Manley argues that good customer service, and thus a good reputation with patrons and the community, is based on flexibility. By recalling incidents in which companies followed their regulations but, in the process, antagonized customers, Manley demonstrates that circulation staff can, potentially, do considerable harm to a library's customer service reputation. As a result, he concludes that public libraries, wishing to enhance their image, should focus on individual needs rather than a strict adherence to policy.

MATUOZZI, ROBERT N. "Library Public Relations: Recent Articles on Marketing and Branding in University Libraries." //Public Services Quarterly// 5, no. 2 (June 2009): 135-138. //Library, Information Science & Technology Abstracts//, EBSCO//host// (accessed November 21, 2009). Although this focuses on University Libraries this article has direct relevance for public libraries as well. One author takes an in-depth look at attempt to market and brand in university libraries. Another entry with direct relevance to public libraries is the implementation of virtual reference libraries and their impact with the public.

Miller discusses the importance of knowing who you are serving and forming your public relations goals based on customers’ needs. Internal and external customers are discussed. Miller provides a positive spin on the importance of PR and really knowing your customers.
 * Miller, Donna. 2002. "Customers and Culture: The Who and What of Library Public Relations Efforts." //Library Talk //. //(May/June): 12-16.// **

Miller, Ellen G. 2009. Hard times = a new brand of advocacy. //Georgia Library Quarterly// 46 (1): 8. Miller contrasts the PR needs of today's public libraries with the more traditional needs of the past. She recommends that library leaders aggressively promote the library as being a place for the public to benefit from practical uses such as using the computers to apply for jobs. She also recommends that leaders take a role in community functions to help learn about the community's needs and to publicize how the library is meeting those needs.

Morton, Norman. “Anatomy of a Community Relations Success.” //American Libraries// (February 2001): 40-2. In this article, the author gave the elements for a successful media campaign at a public library. The steps include face-to-face presentations to sponsors; weekly news releases targeted to reach the entire community; use of professional media planning and buying techniques; and in-kind support for printing of catalogs/guides. Also included was the importance of raising or obtaining the money/donations prior to beginning the campaign so the plan can be organized and executed with this information.

Morton, Norman. 2005. Beyond public exhibits to partnership. //American Libraries// 36(10): 42-45. This article describes a joint effort of the the Louisville Free Public Library and the Junior League of Louisville to present and promote an exhibit about HIV/AIDS. It discusses the use of collaboration with outside organizations as a public relations tool, and provides suggestions for successful collaboration. Partnering with another organization gave the project a greater budget, and allowed each organization to get across their own messages with one project.

Opara, Umunna N. 2006. Projecting a Positive Image of Public Libraries in Nigeria through Public Reladions. //African Journal of Library, Archives, and Information Science// 16 no. 2 (October): 129-135. This article is an interesting look at the development of public libraries in Kenya and the need for strong public relations. It definitely shows us how libraries around the world face different struggles. Currently, Kenyans do not place as much value on libraries and information in respect to other social services, causing libraries to be underfunded. Currently almost no Kenyan public libraries have PR programs. Yet Kenyan libraries must begin to increase their libraries’ visibility and present libraries as community and information places in order to change the opinions of the public and help them to see how relevant public libraries truly are. Finally, the author discusses marketing, publicity, lobbying, friends of the library groups, outreach to community groups, and the importance of sponsoring events to improve the libraries’ image.

Pearson, Peter. 2009. Fundraising and advocacy in tough times. //Public Libraries// 48(4): 21-23. Pearson attempts to find the silver linings of the economic crisis which will still enable donors to give enough money to keep essential library programs well-funded. He gives detailed advice on how to fundraise even in the worst of times. For example, donors who have given money to the library every year for at least ten years are recognized in a Donor Circle and given special privileges.

Pecoraro, John. 2009. What's it worth? The value of library services as an advocacy tool. //Texas Library Journal// 85(1): 8-9. Pecoraro argues that by demonstrating the dollar value of library services to patrons public libraries can improve their standing in the community and their reputation as assets to that community. Since library services are free at the time of service and since the dollar value of many of those services (such as reference assistance) is difficult to determine, many patrons are unaware of the money they save by using library services. Pecoraro recommends that librarians calculate the dollar value of many of their services (such as books, movies, and computer access) and share their findings with their patrons. By demonstrating their savings to patrons, libraries can fulfill the advocacy goals of the ALA, which recommend that libraries increase awareness in their communities of the value that libraries offer. Pennell, Todd. 2006. Fundraising for libraries: It’s up to librarians to set the tone. //Feliciter// 52 no. 2: 82-83. Pennell uses an anecdotal story of a library retiree who gave a large gift to a health-care organization rather than a library to show the importance of libraries supporting themselves and making an effort on an individual level to reach out to people in the community. Pennell believes there is a disconnect between the community and the library. The community says it loves and supports the library, yet in reality the community only regards the library as something “nice.” Each library employee is a part of public relations and influencing the image users have of public libraries.

Rettig, Jim. 2008. Advocating together. //American Libraries// 39 (7): 8. Rettig proposes that all libraries are a part of information ecosystem. Issues that affect one kind of library will eventually affect other types of libraries in the future. Rettig suggests that libraries of all kinds work together to advocate for library issues and other information issues (like e-government). Rettig believes that libraries of different types have more in common than they realize that they should sit down and identify those differences. Once those commonalities are identified, libraries can more effectively advocate for and with each other.

Rodger, Eleanor Jo. 2009. Public libraries: necessities or amenities?. //American Libraries// 40(8/9): 46-48. Rodger discusses how in hard economic times, requests for public funding are sorted into two categories - necessity or amenity. Public libraries actually fit into both categories, depending on the service in question and the perceptions of the people using the service. Rodgers states that it is important to understand whether your service is an amenity or a necessity and to manage it effectively. The article provides guidelines for a process to determine which category your service falls into, as well as how to manage it and strategies for community advocacy.

Roy, Loriene. 2002. Marketing in public libraries. //The Acquisitions Librarian.// 14 (28): 215-235. This article takes the form of a literature review in the way it tracks marketing in public libraries from the past into the present. The article gives examples of key ways that public libraries can strategically market their services, collections, and events and offers examples from literature which analyze and evaluate public relations in libraries.

Schmidt, Karen. 2009. Local libraries, local advocacy. //Illinois Library Association Reporter// 27(3): 26-7. Both a librarian and a city council member, Schmidt shares what she has learned about promoting public libraries in this article. Aware of the increased competition among city agencies for funding due to the ongoing recession, Schmidt offers four basic lessons for librarians trying to raise funds or avoid budget cuts. One, librarians need to educate non-users on the value of libraries and not assume that everyone already understands their benefits. Two, librarians need to listen to the opposition. Three, librarians need to court the media. Four, they need to explain the economic value of public libraries to their communities, as the financial benefits libraries provide are not as apparent as those of other city services.

Sekyere, Kwabena. 2009. Too much hullabaloo about facebook in libraries! Is it really helping libraries? //Nebraska Library Association Quarterly// 40 (2): 25-27. This article suggests that libraries will only be able to reach existing patrons with Facebook marketing. Sekyere believes that students use Facebook as an entertainment tool, rather than to do any serious research. Sekyere suggests that allowing users to access library services through their mobile phones might be more effective.

Smith, Meg. 2008. The ABCs of advocacy: The role of children's managers in public libraries. //Children & Libraries// 6 (3): 50-1. This article discusses the fundamental principles of advocating for children’s services and resources. Smith notes that 37% of public library users are age twelve or younger, and these children ask more than 50% of reference questions. Smith encourages activism through collaboration with community agencies and participation in committees and professional organizations. Children’s librarians must share the value of childhood reading for the sake of language development and literacy. Strong communication skills evidenced in reports, grant proposals, professional writing and the elevator speech will help support library advocacy efforts.

Thayer, Hillary. 2008. Retiring the F-word. //American Libraries// 39 no. 7 (August): 45. Thayer argues that libraries should stop using the word “free” to describe library services and events in public relations and promotions because the word conjures up a negative image in people’s minds. Nothing in libraries is truly free. People pay taxes and library staff expends time and energy. When people hear the word “free,” they are often suspicious and expect a catch. She also argues that by constantly emphasizing the word “free” libraries have caused people to believe that libraries do not need more tax dollars to expand services. She provides alternative phrasing instead, including “Your library—the best thing you’re already paying for,” and explains the necessity of truly explaining to users how their tax dollars are being spent.

Tolley-Stoke, Rebecca. 2009. Try on a new pair of sensible shoes: What libraries can learn from Zappos about customer service and organizational culture. //College & Research Libraries News// 70(5): 288-91. Tolley-Stoke argues that libraries (both academic and otherwise) can adopt the customer service strategy of Zappos to improve their image and reputation with the community. Zappos adheres to ten rules that shape their organization. Basically, these rules emphasize creativity, fun, passion, and customer service. Zappos truly applies these concepts, allowing customers to return shoes a full year after they have been purchased and spending - if necessary - hours on the phone with customers. In one case, a Zappos employee spent four hours on the phone with a customer. While these examples seem inefficient, they have given Zappos a reputation that has fueled the company's financial success.

Van Bramer, James G. 2009. Tightrope walk: Advocate for funding while winning friends, influencing people. //Public Libraries// 48 (4): 39-43. This article discusses the delicate balance of advocating for public library funding in the current economy while maintaining positive public relations with tax-payers and elected officials. Van Bramer lists the planned advocacy activities of the Queens Public Library in New York City. For balanced advocacy, Van Bramer recommends networking, getting to know elected officials, leveraging allies, demonstrating passion for your library’s agenda, communicating the value of library services, reminding staff to advocate through good service, and preventing outside funding from replacing government funding.

Varaprasad, N., Johnson Paul, and Lena Kua. 2006. Gaining mindshare and timeshare: Marketing public libraries in Singapore. //Australasian Public Library and Information Services// 19(1): 31-8. The National Library Board of Singapore (NLB) embarked upon a highly successful marketing program in 1995. It used a four-pronged marketing plan to achieve its goals. Customer intelligence involved marketing toward specific groups of users, the user of customer services, etc. Inside-out strategy emphasized staff training and re-making physical presence of the library. Finally the NLB used a technology strategy and focused on engaging the media.

Walton, Graham. 2008. Theory, research, and practice in library management 5: branding. // Library Management //. 29 (8/9): 770-776. This article emphasizes the importance of building a library brand that is relevant to the community. The article provides an introduction and definition of branding in general, a guide on how to develop a brand, and then relates branding to the library setting. The author stresses the idea that libraries must evaluate their current branding and possibly “re-brand” in order to best accentuate and reiterate the library’s purpose to their community.

Zielinski, Denise M. 2009. Top ten marketing tips for advocacy and public awareness. //Illinois Library Association Reporter// 27(3): 10-11. Zielinski argues that public libraries need to relentlessly promote their message to their community and offers ten tips to help librarians increase public awareness of library services. Librarians need to articulate a message and use it consistently. Everyone in the organization, regardless of their duties, needs to understand the message. Librarians need to communicate that message to their external audience, and their actions, as well as their words, need to reflect that message. Librarians should know their major stakeholders, such as the local mayor, and personally invite them to the library and demonstrate to them the value of library services. Librarians need to forge relationships with other agencies and organizations, and they need to preach their message continually, as opposed to only during a crisis.