Recruit every member of the library’s staff to the public relations team. Conduct a mini-training or brown bag lunch to make sure all staff (and volunteers, if applicable) can articulate the library’s key messages. Considering printing an “elevator speech” (a 30-second description of the library that includes key messages) on a laminated card for staff and volunteers to carry in their wallets as a reminder. 

Do a communications audit.  Gather one example of every printed piece your library currently uses. Spread all of the pieces out on a conference table and take a look. Is it obvious that all of the pieces come from the same place? Are the colors and fonts consistent? Is the quality commensurate with the quality of your library? Do the pieces communicate your key messages? If not—it’s time to refresh your materials and make them work better for you and your library!

Become a sought-after location for important community gatherings by offering space in the library.  For many nonprofit organizations, the library is an ideal place to make important announcements or have off-site meetings or retreats. You benefit by getting key opinion leaders into the library! Consider sending a letter to top local nonprofits, inviting them to use your space for appropriate events.

Leverage your library’s vendor relationships.  Those who do business with your library are its natural supporters. They might be happy to sponsor a library program or event in exchange for recognition on your website or in a news release. Try asking them! 

Welcome feedback from your customers at every opportunity. Consider asking patrons to provide email addresses so that you can take advantage of free email survey tools such as SurveyMonkey.  Or, ask patrons to fill out a short customer survey in the library.  Ask for permission to use their comments in your library’s materials and website.

Take advantage of national promotions such as National Library Week, Library Card Sign-Up Month, etc.  Offer special contests, promotions or celebrations, and invite the media to cover the kick-off or conclusion.  Make the events as visually interesting as possible, and make sure the broadcast media as well as print media know what you’re doing, such as a contest for kids dressed as their favorite literary characters or a special reading by local authors.

Remind your community—and the media—that the library is a center for learning the “back story” about world, national and local issues and events.  Consider compiling a suggested reading list in anticipation of the anniversary of major events such as Sept. 11, VJ Day, or, on the lighter side, popular holidays such as Valentine’s Day, and sending a news release about the list to local media.

The media love to cover local angles for national holidays. Jump on the bandwagon by hosting events on Groundhog’s Day, St. Patrick’s Day, or even national food days like Chocolate Day or Cheese Day. One of your best chances to get coverage comes during the holiday season between Thanksgiving and New Year’s Day because news activities tend to slow down during holidays, and reporters are more available to review and use your information.

Network—get out into the community and take every opportunity to let people know why the library is such an important and interesting place. Practice your “elevator speech” and use it whenever you have the chance.  Consider visiting general civic groups like Rotary and Kiwanis, as well as more specialized local organizations.  Research where the key influencers are involved in the community, and attend the same events they do.

Look for unique individuals to spotlight within the library. Perhaps your volunteer organizer is a talented artist or your assistant librarian spends his or her free time training for the Olympics. Human interest stories are always popular with the media, and the personalities in the library can help to describe its unique environment and offerings.