ERIC Number: ED429622
Record Type: Non-Journal
Publication Date: 1999-Apr
Reference Count: N/A
Marketing and Public Relations in ARL Libraries. SPEC Kit 240.
Smykla, Evelyn Ortiz, Comp.
SPEC Kit, n240 Apr 1999
This survey was conducted to delineate the growing relationship between marketing and public relations and library funding by identifying: (1) the extent to which North American research libraries have developed organized programs in the areas of marketing and public relations; (2) who holds positions in these areas; and (3) the impact these programs have on library funding. Results indicate that little clearly differentiates marketing from public relations. Out of 34 libraries responding to the survey, the majority, 37% reported having one department, area or individual responsible for combined marketing and public relations activities. For those without any marketing or public relations department, 17% reported plans to implement one in the future, while 19% indicated no plans for future implementation. Responding libraries favor the mass distribution of brochures and flyers over other means of self-promotion and fundraising. The least-used method was government lobbying. Over 79% of the respondents experienced fund increases because of promotional activities. A copy of the survey with tabulation of responses is provided. Representative documents include: planning documents from the University of Alberta and Texas Tech University; capital campaign materials from the University of Alabama; gifts documents from the University of Alabama, Cornell and Georgetown universities; library associates newsletters from Georgetown University and the University of Iowa; announcement materials for Georgetown, University of Kentucky, and Texas Tech; and campus communication newsletters and reports from the University of Alabama, Georgetown, Indiana, and Texas Tech universities. A list of selected resources is also included. (AEF)
Descriptors: Academic Libraries, Capital, Financial Support, Fund Raising, Higher Education, Library Funding, Library Policy, Library Surveys, Marketing, Public Relations, Questionnaires, Research Libraries
Association of Research Libraries (ARL), P.O. Box 531, Annapolis Junction, MD 20701-0531; Tel: 202-296-2296; Fax: 202-872-0884; e-mail: email@example.com; Web site: http://www.arl.org/olms/infosvcs.html ($25 members; $40 non-members; plus $6 each shipping and handling).
Publication Type: Collected Works - Serials; Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: Association of Research Libraries, Washington, DC. Office of Leadership and Management Services.