| Convocation on Providing Public Library Service to California’s 21st Century Population | [Back] [Contents] [Next] |
The State of California is a vast media market. We are a diverse state, geographically varied and educationally mixed, with a dizzying array of media outlets. The major media markets in our state surround our largest metropolitan areas: Los Angeles, San Jose, San Francisco, San Diego and Sacramento. Reaching those markets in a meaningful manner challenges the most sophisticated and resourceful advertising agencies in the country.
The major issues facing public libraries and promoting the value of public libraries include access to the media, effective utilization of local media, ability to fund the production of effective messages, and access problems faced by smaller libraries in major metropolitan regions. Libraries act locally, advertising their services, programs and events in local print and broadcast media. They produce flyers and distribute them throughout their communities, publish annual reports with illustrations, interesting narratives and statistical profiles, and make budget presentations to community groups, city councils, etc. Some libraries address the value of the library by developing information that shows how much bang a citizen gets from her buck at the public library. These projections outline the dollar value of library services to the community. The effectiveness of these methods varies enormously.
If the public library of the 21st century wants its message heard throughout the state, it is necessary to use mass media outlets. Statistics show that a majority of people get most of their information from television and radio. This means that they acquire news in brief, fast-paced segments. Entre to mass media can be difficult for many libraries. This relates directly to the type of information featured on newscasts: fire, famine, pestilence, death, war, etc. That's why libraries look to Public Service Announcements (PSAs) as a good way to get their message out. However, production of effective PSAs for TV and radio should be done by professionals, with content advice from practicing, front-line librarians. This takes money with a capital "M." A small or medium-sized library does not usually have the resources needed to produce high quality messages.
In our regionalized media markets, it makes good sense to regionalize the library's messages and produce PSAs that have generic appeal throughout the specified area. Issues of "turf" problems rise and must be handled appropriately so that both large, medium and small public libraries perceive the value of participation. The public library needs to be seen as more than a people's university, a children's center or information depot. Our messages should reflect current concerns - homework help, literacy training, the Internet, etc.; they should also be focused on one aspect and not mushed together. Presenting one story at a time works best.
Public libraries need to cooperate in advertising campaigns and agree on the type of message and approach, without diluting the information to please everyone. People remember "stories." (Consider the effect of the Willie Horton ad on the Dukakis presidential campaign.) There are all kinds of personal stories that will bring library services and programs much closer to the average TV watcher. Use of humor gets the message across easier.
A statewide approach is also effective in promoting a single message - for example, "Every school child in California will have a library card by the second grade," or promotion of statewide events like National Library Week or Children's Book Week. The State Library or the California Library Association might want to consider placing collections of downloadable clip art, mock-up flyers and brochures on a web site. Print media promotions can also be done on a state or regional basis, leaving a place to plug-in local information.
California's public libraries and the State Library can address these needs by finding out if effective cooperation is really feasible, outlining the advantages and disadvantages for different libraries. A consultant with extensive, quality experience in assisting public agencies and non-profits can assist in determining what approaches will work best in regions or statewide. Consider the effect of the advertising campaigns in the last two years that touted the significance of smaller class size and the importance of the classroom teacher. Development of effective public library value promotion is a money, money, money issue. Financial resources need to be found that will permit large scale, professional promotion done on a statewide basis.
Let's not forget Cable TV. Local access channels give local libraries an opportunity to broadcast a wide variety of programs, including story hours, book discussion groups, call-in shows, etc. Librarians need training and assistance before jumping into the Cable TV maelstrom. Workshops on Cable TV production are often available from Cable TV franchises.
Libraries have an important story to tell and need help in conveying their messages to the public in a manner that makes the library inviting, attractive, useful and necessary. This can be done, so long as there is motivation, money and message.