Relating to the Public

Introduction

A well-crafted and executed public relations program supports the library’s

strategic and marketing plan – but never replaces it.

Overview

• Board responsibilities

• Tools of the trade

• Bad things can happen

• Crisis management

Lesson Objective

• Define what is “public relations”

• Describe steps in crisis management

By the end of this lesson you will be able to:

What is Public Relations?

• Activities that support public recognition and respect

• Describes the relationship between organization and public

• Tool to influence public opinion favorably• Protects image in a moment of crisis• Integral part of advocacy

The Role of Trustees

• Be well-informed about library services

• Listen to what residents know/not know

• Make presentations to community groups

• Convey information about important issues

The Role of Trustees

• Dialogue with community leaders

• Identify and address “information gaps”

• Identify themselves as library trustees

• Be vocal and visible library advocates

Responsibilities of Trustees

• Help develop proactive PR plan

• Fund the PR plan

• Participate in the the PR plan

• Evaluate the impact of PR

PR Tools of the Trade

• Press kit

• Feature stories

• Special events

• Press releases

• Public relations calendar

• Media training

PR Tools of the Trade

• Interviews

• Presentations

• Government relations

• Media relations/contacts and lists

• Publicity

• Letters to the editor

Negative situations center on:

• Business practices and ethics

• Financial problems

• False advertising

• Disasters

• Safety, health and environmental problems

Negative situations center on:

• Product and service failures

• Worker misconduct

• Legal issues

• Sex, pornography

Why Libraries?

• Highly visible public institutions

• Public has sense of ownership

• Lack resource to cultivate press

• Challenging to serve diverse constituencies

Avoid the Crisis

• Written policies that meet legal standards

• Training for staff and trustees

• Information about issues causing problems

• Pro-active rather than reactive strategies

Avoid the Crisis

• Crisis management plan

• Designated spokesperson

• Positive relationships with media

Crisis Management Plan

• Team authorized to make decisions

• Guidelines for making problem a priority

• Protocols for contacting key individuals

• Training for front line staff

• Designated spokesperson

Crisis Management Plan

• Procedures for disseminating information

• Communication with internal and external audiences

• Checklist of questions that media will ask

• Up-to-date policies

Crisis Management Plan

• Written policies regarding roles

• Procedures for monitoring public response

• Post crisis analysis and report

• Sample scenarios for trial runs

Designated Spokesperson

• Avoids sending mixed messages

• Prevents giving conflicting information

• Trained to manage difficult situations

• Staff knows who he/she is

• All information requests referred to him/her

• Director or board president or PR director

Role of Spokesperson

• Understands crisis management

• Well-versed on the problem

• Fills in information gaps

• Educates and translates library jargon

• Understands how the media works

• Knows how to handle tough questions

Role of Spokesperson

• Is credible/quotable• Disseminates only appropriate information• Assures consistency• Assures conformance with policies,

procedures • Provides for prompt follow-up with press• Informs internal stakeholders at crisis points

Crisis Management 101

• Never cover up a problem• Do nothing that makes it worse• Be open and honest• Admit mistake, explain how will be fixed• Demonstrate concern• Be responsive/avoid delays• Crises sometimes present opportunities

Trustees Need to Ask

• What happened?

• What information do we have?

• What information do we need?

• Who has that information?

Trustees Need to Ask

• Who needs to know?

• What are the short-term consequences?

• What are the long-term implications?

Group Exercise

Resources

A list of books is available at the end of this section in your toolkit.

REVIEW

• PR is a communications tool

• Trustees are involved in public relations

• Libraries need PR plans and tools

• In a crisis, a designated spokesperson is essential