Presentation of the project PR activities of school libraries. PR activities in the context of children's libraries. Course Lecture Plan

Lecture 7. PR activities in the library

PR of the library as a condition for its success. We build a reputation for the library and attract allies. Opportunities of new information technologies for PR activities in the library

Course Lecture Plan

Newspaper number	Lecture title
	Lecture 1. School and Children's Library: New Roles. Library as a leisure center, cultural café and continuing education center. We change the usual roles and perceptions.
	Lecture 2. Library leadership. Do you need to be a leader in the library? What is leadership in general? Features of the perception of leaders in Russia and abroad. The specifics of library leadership. Human resource management. There is safety in numbers?
	Lecture 3.Library Management: Contemporary Styles. Modern and creative management in the school and children's library: easy, beautiful and effective. Innovative approaches to familiar and routine processes. Examination work number 1
	Lecture 4. Library as a center of communication. Local community: readers, neighbors - consumers or allies? Volunteers in the library. Technologies for the work of a school librarian as a leader of the local community and the school team. Director and Teachers: Union or Armed Neutrality?
	Lecture 5. Social projects in the school and children's library. Library projects as a way to change the situation in the local community and develop the territory. Project management as a means of changing reality and overcoming problems. Test work number 2
	Lecture 6. Library projects marketing and fundraising. Does the library need business planning? Do you want money and resources for your project? Modern library marketing and fundraising and its "tools".
	Lecture 7. PR activities in the library. Library PR as a condition for its success. We build a reputation for the library and attract allies. Possibilities of new information technologies for PR activities in the library.
	Lecture 8. Reading in the school and children's library: obvious and incredible. Reading in libraries as a way of communication. Organization, methodology and results of successful regional projects. International experience in promoting and supporting reading. Final work

DEFINITION OF CONCEPTS

Today's lecture will focus on the role and place of PR activities in the library leader's arsenal and its significance for the implementation of library projects. First, let's deal with the traditional question for us, but what is it, in fact, for? It so happened in our country that the concept of "PR" in the mass consciousness is a synonym for the concept of "advertising". The second misconception is that the concept of "PR" is associated only with politics, with election campaigns. (For example, in the familiar phrase "black PR".) To understand, let's start with the definitions.

For the first time the concept of "public relations" (PR) appeared in the United States, and its author is considered to be Thomas Jefferson, the third American president, who used it in 1807 in the draft of his "Seventh Address to Congress". By PR, Jefferson understood the buildup of efforts by political institutions to create a climate of trust in the government on a national scale.

Public relations literally translates from English as "public relations", but in the world today there is an extraordinary variety of definitions and concepts. In 1975, the American Foundation for Public Relations Research and Education (Foundation for Public Relations Research and Education) conducted a thorough research and identified about 500 definitions of public relations activity. The result of the research was an attempt to create one, generalized, definition, which sounded like this:

“Public Relations is a special management function that contributes to the establishment and maintenance of communication, mutual understanding and cooperation between the organization and the public, solving various problems and tasks; helps the organization's management to be informed about public opinion and respond to it in time; defines and places special emphasis on the main task of management - to serve the interests of the public; helps the management to be ready for any changes and use them in the most effective way; acts as an “early warning system” for danger and helps to cope with unwanted trends; uses research and open, ethical communication as core business tools ”1.

This definition is also not final due to the fact that PR is a constantly evolving field, and the variety of definitions only speaks of a variety of approaches to PR. But at the same time, in the theory of PR activity, with all the diversity, there is one common point in many interpretations. They all describe general, partner activities aimed at creating friendly relations between different individuals and organizations in order to accomplish a specific task. This "human", "benevolent" approach is present in a number of definitions. For example, the Institute for Public Relations (IPR), established in Great Britain in 1948, is defined as follows:

“Public Relations is a planned, sustained effort to create and maintain goodwill and understanding between the organization and the public” 2. This view of PR can be roughly called a partnership view.

Another approach, just as conditionally, will be called the activity-compromise approach. It is about satisfying the specific mutual interests of an organization and the public: for this purpose, the organization takes into account the interests of the public, so that its interests are perceived with understanding. This approach to PR back in the first decades of the twentieth century. suggested by one of the "fathers" of public relations Edward Bernays, who wrote: "Public relations is an effort to persuade the public to change its approach or actions, as well as to harmonize the organization's activities in accordance with the interests of the public and vice versa."

And finally, one of the most complete and up-to-date definitions is recorded in the Mexican statement, which was adopted in Mexico City on August 11, 1978 at the first World Assembly of Public Relations Associations: “Public relations practice is an art and social science that allows analyze trends, predict their consequences, advise the management of the organization and implement pre-planned action programs that serve the interests of both organizations and the public ”3, i.e. in our case - to develop and implement innovative library projects, to attract allies and partners for them.

PR. INFORMATION MANAGEMENT. ADVERTISING

PR by its nature is a management activity associated, on the one hand, with communications, and on the other, with the transmission of certain "messages" to the outside world. And therefore, of course, it partially overlaps with the concept of "information management", which we have already written about, i.e. with a strategy for managing the organization and the space around it using information. But at the same time, the tasks of these tools are different. For information management - to implement management strategies, and in PR - to create an atmosphere favorable to a certain process. Thus, PR activities can be considered as part of information management.

How does PR compare to advertising? There is a clear similarity between them: in the techniques and methods of company planning, in determining target audiences, similar tools (media, Internet, etc.). But at the same time, advertising is of a commercial nature and is aimed at imposing the product on the consumer by any means, and PR uses the mechanism of friendly relations and contacts to draw attention to a particular case, as well as to “broadcast” various “messages”. That is, the task, for example, of libraries, is to ensure that information, if it is promoted in the media or on the Internet, is placed free of charge, while advertisers will simply “buy out” these newspaper spaces or place information on the Internet for money. In addition, there are much less formalized connections. When placing advertisements, you will definitely conclude an agreement; in the course of PR, such an agreement is not at all necessary. Advertising is directly focused on commercial results, and PR, especially in our case, is aimed at creating indirect favorable conditions around a particular organization or project. There is a difference in the time component: an advertising campaign is usually short-term, PR activities are continuous. But the main difference is still ideological.

In one of the previous lectures, which talked about the library as the center of the local community, we have already considered the ways of interaction between the library and the authorities (for example, with the department of culture or education), as well as the technologies of lobbying and “advocacy” of the library. They can be described as special cases of public relations in the ruling environment. And PR in general is the promotion of one's own interests in all environments, through any structures and organizations: through government bodies, public organizations, commercial firms, political parties, through influential persons, or simply by direct dissemination of ideas (for example, by schoolchildren - among parents or through the school newspaper), etc.

Relatively recently, PR activities, especially in the non-profit sphere (to which, as we have already seen, libraries also belong), began to be included in marketing, considered as a special, but integral part of it. This is true, since promotion of a library product or service is unthinkable without PR. In the 90s, the world famous marketer F. Kotler suggested that to the traditional, already considered four “must-haves” of the marketing complex “product, price, place, promotion (product, price, place, promotion)”, now the fifth should be added "P" - "public relations". However, there are alternative points of view: marketing is part of PR. Be that as it may, without going into details, we fix that PR is directly related to both the promotion of the library project and the promotion of the library and library leader.

PR FROM THE POINT OF VIEW OF INFORMATION THEORY

PR can be described from the point of view of information theory and thus "build" the external environment of the project. The basis of PR is, of course, also social communication, which, in turn, is a part of project and social communication, into which the activities of the library are “embedded”. The PR activity itself, approaches to it over the past century of its development have become significantly more complicated, but at the same time the basic scheme has remained unchanged: “If we represent the PR process in terms and concepts of information theory, then it will look like this. In every PR process, there is a certain subject or source of information. The object of influence is the public (audience). PR is always implemented with the help of information (informational message) coming through certain channels. The whole process takes place against the background of a specific situation, and the reaction of the public is studied with the help of feedback. In this case, as a rule, there is a need to overcome various interferences (“noises”) that interfere with the normal course of the process ”4.

Information is provided in a form that is familiar and convenient for the local community and the media. We will discuss this in more detail in the "Channels of information distribution" section. Information, influencing the object, changes its state in the direction necessary for the subject. The object in our case is the target groups of the local community. There are also feedback channels. Thus, it is a two-way system. Its main task is to create effective communication with the local community in support of your activities.

American researcher Harold Lasswell (Lasswell) in the 40s of the last century proposed a "communication formula", which continues to be the main one for describing the essence of PR technologies. The essence of Lasswell's social communication model is to consistently answer the following questions:

• who reports;
• what reports;
• to whom reports;
• through what channels;
• with what effect.

Therefore, to build a PR program, it is necessary to analyze and evaluate the object of your communication, the content of messages, means of communication, audience characteristics and changes in consciousness as a result of the impact of messages 5.

As we have already said, PR activities and advertising use largely similar tools, therefore, the so-called AIDA-rule is also used in PR: (Attention - Interest - Desire - Action), which translates as "attention-interest-desire-action". Accordingly, in order for you to subsequently have information (and not only) partners for the implementation of a project in a school or children's library, you need to attract their attention, arouse a steady interest, which turns into a desire to work with you and participate in the project and, as a crown, in your project action.

INFORMATION DISTRIBUTION CHANNELS

The first and most accessible: personal or oral channel for disseminating information. The living word is a very powerful means of influence. The Russian specialist in PR activities in the field of culture E.A. Lebedeva highlights the following advantages:

• direct emotional impact on the audience;
• "Feedback", the ability to instantly respond to what is happening;
• confidentiality;
• targeting;
• the need for a minimum of technical means and intermediaries;
• and, as a consequence, low cost 6.

At the same time, its main drawback is the limited audience.

Among the forms of personal communication, one can single out work with the media (briefings, press conferences), round tables, discussions and, finally, just personal communication. This channel of information works very well in establishing relationships with key people in the local community.

Holidays, friends' clubs, round tables and literary evenings - all these channels can also be used to disseminate information. And why do you need to disseminate this information? There is a simple rule: the more they know about you, the easier you will find partners and resources for your project.

The Internet has become a powerful PR channel, and if in previous years it was used for mailings, posting information on websites, exchanging banners, now a phenomenon such as a "live journal", as well as other types of network diaries that make it possible create networks of interest.

Another effective PR tool is volunteers. They can be useful both from the point of view of disseminating information in the old but effective way of word of mouth, which has now become a technology of “network marketing”, and from the point of view of their acquaintances and connections. But the volunteers need to be prepared in advance: they must have information about the library and your project. Only in this case they will become “guides” of your project as it moves to the external environment, to the local community.

LIBRARY AND MEDIA

Relations with the media are the leading channel for disseminating information, the basis and "engine" of most PR strategies. Therefore, any librarian should pay close attention to contacts with them. Exceptional. Because it is the attention of the media that will allow us to attract resources, allies and partners to the library project. At the same time, of course, one can agree with the opinion of many researchers and practitioners that communication with the media is more likely not only “science”, “technology”, but also “art”, which very much depends on the place, a person's ability to communicate, etc. ...

In the library, we need to keep several aspects of our relationship with the media in focus. The first is the mission of your library or project, which we discussed in the previous, sixth lecture in the section "business plan". Before you start promoting and covering a project in the media, you need to ask yourself: will this help or harm the mission? For example, the publication of a non-standard project idea affecting someone's interests can generate a wave of criticism at the stage when the project is still “fragile”, “small”, and scare off potential allies.

The next aspect, which must also be taken into account, is what kind of media we are dealing with. For example, a publication in a media that has an undoubtedly “yellow”, scandalous reputation can greatly damage the image of your library.

In addition, your task here is to make the work of journalists easier, to give maximum "information for thought". The more information you give them, the less distortion will be in the publications. That is, you must provide them with “beautiful” ideas for the story, complete information, and access to key people for the project.

Getting to know the media should be easy and unobtrusive. It's best to get to know them before you need them. The question arises: where can this be done? Media representatives can be among the parents of your readers, be among your acquaintances, etc. In addition, it is necessary to master the “gift of foresight”. Despite the seeming "metaphysics", there is nothing magical here: if a journalist writes in a certain key and on a certain topic, then we can assume that he will be interested in certain information. For example, if you have a project related to the use of new information technologies in a library, then it is logical to assume that it may interest a journalist or media writing about new information technologies. the same can be said for a library services project for young readers with disabilities or an environmental project.

One more rule - journalists should be constantly kept in your information field, usually this is achieved by mailing press releases and information messages.

Another aspect that requires attention: the subjects of your project communication. Possible placement of materials in the media should not infringe or hurt their interests, somehow negatively reflect on them. In addition, the material must reflect the interests of potential and real sponsors and investors of the project.

It should also be remembered that a library has a number of advantages over a commercial organization. Let's list some.

• Because you provide important free services (or for a nominal fee), many journalists (at least some of them) often feel the need to get your story across to the public.
• You can't take money from you, and you, in theory, need help. In some cases, this becomes an advantage from a disadvantage, since they will not initially ask you for a fee, but will consider your information through the prism of other interests.
• You are involved in activities that matter to the local community, you work with children and families, you are part of education.
• Your activity has the "Danko effect", because your "burning heart" will be able to "cover" the activities of the media in a beneficial way.

So, many media outlets are sympathetic and supportive of what the libraries offer them. But sometimes, despite the fact that the partners "like" each other, the "romance" still fails. What mistakes can libraries make?

• "Ore", an abundance of meaningless, unnecessary information with a lack of interesting and creative materials. Despite the fact that journalists must be constantly "in focus", you should not send them "whatever".
• Lack of exclusivity in the presentation of the material. Very often, even a great project can be presented in such a way that it does not arouse interest in the media.
• Materials are too long.
• Unsupported promises. You cannot promise journalists what will not happen in reality, in the hope of "getting" them for an event.

In general, the most important principle: treat the media staff as partners, prepare for them high-quality background information about your library and project, which should be short but succinct. Another very important position in such contacts is publicity. Many librarians, despite their daily contact with people, are not used to being the center of attention and try to keep a low profile. In this case, such "modesty" can hurt the case. In addition, many will have to master the art of public speaking. Before giving a speech, you can test it on your like-minded people and colleagues.

"one. The date of the press conference is set taking into account the schedule of newspapers, television and radio broadcasts. If the timing is chosen unsuccessfully, the information first arrives late on the air, and the next time it has time to "rot".

2. An invitation to a press conference is sent out no later than a week before its holding and is duplicated a couple of days before. Otherwise, there is a great chance that in the eternal television and magazine fuss about the invitation, they either forget, or, on the contrary, do not have time to include it in the plan.

3. In the room where the press conference will be held, it is appropriate to allocate a place for the presidium. People are invited to the presidium who can tell about the event in a volume, from different points of view: the essence, background, technical details.

4. A 15-minute presentation is being prepared and half an hour or an hour left for questions. In no case should you broadcast all the time of the press conference, alternately giving the floor to all members of the presidium. The media cannot repeat the same information as a carbon copy. Questions allow invitees to find their own perspective on the coverage of events.

5. A press release must be drawn up, and in such a form that it can be fully or partially published.

6. “Home” preparations are being thought out - two or three pre-formulated questions that “their people” will be able to ask if, after the opening remarks, deathly silence hangs in the hall or the discussion takes an undesirable turn. This is a kind of emergency scenario for the development of events.

7. When answering questions, it is advisable to give short remarks “on the case” and categorically avoid barbs and accusations against the invitees ”7.

PR CAMPAIGNS

PR activity can be divided into external and internal. Internal PR activities are extremely important for a school library when it is desirable to create a regime of benevolence around your initiatives, for example, among fellow teachers who do not always understand what you are doing and why. External PR activities are aimed at the following large target groups:

• having a deliberately sympathetic attitude towards your activities,
• neutral about you and your job,
• having a negative relation either to your idea, or to your library, etc.

Depending on the choice of the group, the meaning of the "messages" that you transmit to the external environment should change, as well as the methods of their broadcast and transmission.

As a rule, in order to successfully implement a project, one PR event is not enough; a PR campaign is required here. A PR campaign is a complex of interrelated PR activities and events aimed at achieving one goal, covering a certain period of time and distributed so that one event or event does not just follow another, but complements it.

According to the method of influence, PR campaigns are divided into rational and emotional.

Rational, or, as it is also called, a subject, PR campaign is aimed at the "mind" of a potential target group, it often uses the results of sociological research, graphs, diagrams, diagrams, numbers.

Emotional, or associative, PR campaign rather appeals to feelings, evokes associations, memories, sound, color, pattern, etc. are used here.

According to the way of expression, PR campaigns can be divided into “soft” and “hard”.

"Tough" PR campaign ( Hard relations) is close in spirit to measures to stimulate interest and actively engage audiences. Such a campaign has a short-term goal of reaching out to the public in such a way as to lead them to instant action through flashy and externally targeted ads.

"Soft" PR campaign ( Soft relations) aims not only to inform about the library project, but also to create a favorable atmosphere around this project. Most often these are strategies of emotional impact, playing on symbolism, deep motives that affect feelings. Such a campaign is designed for medium-term impact on target groups. It gradually changes the mood of the potential audience, evoking associations in people, which entail first interest in the project, an internal readiness to participate in it, and then participation, and the desire to become a permanent partner 8.

LIBRARY AS A PRIVATE CAMPAIGN OBJECT: FIRST RUSSIAN EXPERIENCES

Unfortunately, our libraries are often overshadowed and rarely targeted by public relations campaigns. One of the examples of this experience was a PR campaign carried out in the Altai regional library.

Altai Regional Children's Library. NK Krupskoy and the creative group "Project-41" announced the first results of cooperation in the field of promoting the library in the media space. During April – May 2006, "Project-41" conducted an advertising campaign, the purpose of which was to inform the residents of the Altai Territory about the life of the library and its activities.

According to the director of the library, Olga Marenko, “as a result of this cooperation, we managed to attract the attention of the press. We have missed this so much lately. The media are now an important conduit of ideas to society, so libraries need to talk about themselves, maintain a constant interest in activities and just be heard. "

The creative group "Project-41" carried out an advertising and information campaign for the library - provided the publication of information about its activities, ongoing events, such as a month of legal knowledge, an environmental campaign organized by the library for the 20th anniversary of the Chernobyl accident, posted in the regional newspaper an article about the problem of pollution in Barnaul, based on data from a survey conducted by the library. The creative group has also developed information regulations for the library, which will help its employees optimize internal information flows and more effectively position themselves in the external media space.

An important event of the library was the round table “Myths and Truth about Drugs”. The creative group "Project-41" was engaged not only in promoting information about the round table in the media, but also took an active part in its preparation and holding: at the invitation of "Project-41" volunteers of the NGO "Siberian Initiative" took part in the round table, and representatives of the news program of the State Television and Radio Broadcasting Company Altai were also present.

“Cooperation with the library turned out to be interesting for us in terms of gaining experience in establishing contacts between different spheres of society,” said the head of the creative group “Project-41” Alya Mednikova. - Socially significant events held by the library found a lively response in the media. Frankly, this prompted us to think about defining a new direction of work for our creative group - a social event ”9.

In our final lecture, we will talk about how the entire arsenal of tools proposed in the course works in reading promotion projects and what they are for in general.

QUESTIONS FOR SELF-TEST

1. What is PR activity?
2. Why is PR activity necessary for the library and the library leader?
3. What is Lasswell's communication formula?
4. What are PR campaigns and what are they like?
5. What channels of information dissemination exist?

Abankina T. V. PR of a non-profit organization: theoretical foundations of modern PR-technologies and communication models // Museum of the Future: information management / Compiled by A. V. Lebedev. - M.: Progress-Tradition, 2001. - [S. 168-191].

Aleshina I. Public relations for managers and marketers / I. Aleshina. - M.: Gnom-press, 1997.

E. A. Blazhenov PR / E. A. Blazhenov. - M., 1994.

Blake S. Introduction to Public Relations / S. Blake; per. from English - M.: Phoenix, 1998.

A. B. Zverintsev Communication Management: PR Manager Workbook: 2nd ed., Rev. / A.B. Zverintsev. - SPb. : Union, 1997.

E. A. Lebedeva Technology of work of cultural institutions for public relations // Museum of the future: information management / Comp. A. V. Lebedev. - M.: Progress-Tradition, 2001. - S. 191–212.

Lebedeva T. Yu. Public Relations. Corporate and political direction / T. Yu. Lebedeva. - M., 1999.

Chumikov A.N. Public Relations: Study Guide / A. N. Chumikov. - M.: Delo, 2000.

Yakovlev I. Public relations in organizations / I. Yakovlev. - SPb. : Petropolis, 1995.

1 Based on materials from the Internet resource "PR activities in cultural organizations" http://www.pr.stalingrad.ws

4 Abankina T.V. PR of a non-profit organization: theoretical foundations of modern PR-technologies and communication models // Museum of the Future: Information Management / Compiled by A. Lebedev. - M.: Progress-Tradition, 2001. - S. 168-191.

6 E. A. Lebedeva Technology of work of cultural institutions for public relations // Museum of the future: information management / Comp. A. V. Lebedev. - M.: Progress-Tradition, 2001. - pp. 191–212.

8 Based on materials Abankina T.V. PR of a non-profit organization: theoretical foundations of modern PR-technologies and communication models // Museum of the Future: Information Management / Compiled by A. Lebedev. - M.: Progress-Tradition, 2001. - S. 168-191.

Introduction …………………………………………………………………………. 2

Objects of PR …………………………………………………………………… 3

Communication …………………………………………………………………………. 5

Use of audiovisual materials in Public Relations ………. 6

Press relations ………………………………………………………… 7

Radio and TV ………………………………………………………… .. 8

List of used literature …………………………………………. 10

Introduction

No organization can do without public relations: such relations are part of organizational activity. The function of this part of management, known as public relations (PR), is to develop such relationships in order to reinforce the good and correct the bad impressions that arise in the relationship.

Public opinion is of great importance, since ultimately the well-being of any organization depends on the benevolent attitude of all or at least a few groups and the consideration of the interests of those who make up the public. The library manager, like any other manager, needs to take this circumstance into account as fully as possible in the decisions he makes.

Opinion-forming activities are aimed at influencing people in a certain way. For example, the administration can use the PR to convince legislators to provide additional funding. Over time, the good reputation of the organization can attract new, more qualified employees. To please people is one of the goals of the PR. One of the main tasks of the PR is to widely advertise the organization and its services for their more active use. If an organization wants to succeed, it must provide a high level of service.

Any library enters into public relations. Determining the nature of such contacts, scheduling work and organizing activities in accordance with the relationship are all essential parts of the concern of the library manager.

Public libraries are faced with the need to compete more and more with each other in order to get their share of the ever-shrinking public budget. Hence - the urgent need for a clearly expressed public support.

The allocated budget is used to maintain, improve and develop the service. Of course, it is necessary to constantly involve as many people as possible in the use of the library and its services. The public library administration should strive to increase the general awareness of the population about library services. Through PR, we must establish, develop and maintain mutual understanding between libraries and the public. Reputation is a pretty old-fashioned word. There is no doubt that the reputation of the library and librarianship is not very high. However, most disturbing is the fact that most people do not perceive the library as something directly related to their daily life. Despite the conviction of librarians of the importance of library services for all walks of life, individuals are still reluctant to regard libraries as institutions meant for “them”.

Local government support can be critical for the library. It is very important that professionals working in local government are regularly informed about the library and identify their personal interests with those of the library. Thus, public relations activities should be carried out both inside and outside the library. Correct application can make the PR a reliable control lever.

The library's public relations service is designed to build trust in the services provided by libraries. The reputation of the library cannot be higher than the quality of the services it provides. The role of the public relations service is precisely to document the actual state of affairs and at the same time to influence the improvement of library services.

Problems solved by the PR:

Object positioning (libraries, services, events) - creating and maintaining an image, image understandable to consumers;

Raising the image - creating an attractive image of the library, services, events;

Public opinion research;

Creation of a unified corporate identity and corporate standards;

Research on the effectiveness of ongoing activities;

Retention of a constant readership;

Work with personnel.

PR objects

The objects or target groups of public relations are a wide variety of categories of people. First, it is the library's readers - people who need the library, who trust it, who know about its capabilities. They are primarily informed about new areas of activity, new library services, plans, prospects. If you make regular readers direct participants in the library process, you can hope for their support in solving the most difficult problems.

Particular attention should be paid to those groups of the population that, for whatever reason, do not use the library. These are potential readers who, perhaps, will become regular visitors to the library if they are convinced of the usefulness and availability of its services.

The next very important category on the public relations list is parent and financial administration. People who determine library policy, local and regional authorities should have a true idea of ​​the library's activities, the scale of its services, and popularity among the population. The positive attitudes of managers and financiers, undoubtedly, contribute to the effective solution of material and technical problems, the allocation of sufficient funds for the implementation of library development programs.

Public Relations targets public opinion leaders who are able to convey their own respect for the library to many like-minded people. Parties, public organizations, movements are multipliers and disseminators of the library's positive reputation among its members. Therefore, the library premises are often used for holding congresses, forums, conferences, meetings, and activists of all kinds of movements are invited to their own events.

The focus of public relations interests is children. A significant number of events are focused on them. Children, of course, are the most active and promising audience, since established contacts can continue even when they grow up. Children and their parents are most fully informed about the library, about what services are intended exclusively for children. Librarians often visit schools and talk about what activities will be held in the library.

The next group of increased attention on establishing contacts is the so-called national minorities. In our time, when interethnic problems have declared themselves in full voice, libraries are obliged to show maximum attention to non-indigenous nationalities living in the region, especially migrants, forced migrants, refugees.

Communication

Public libraries publish a lot of printed materials. Most of it is made up of materials issued by a printing house or published in a reprographic way. The following types of publications are widespread: annual reports, bookmarks for books, catalogs, diaries of local events, catalogs of exhibitions, memos, library guides, work record diaries, indexes, library cards, newsletters, reminders to debtors, postcards, including Christmas, questionnaires, materials on the history of the region.

Since the printed word still plays a large role in the life of the public library, it is not surprising that she tries to use it for her own purposes.

Library publications can record the achievements of the library, simply inform, persuade. These are very serious tasks and it is important that they are carried out in a highly professional manner. Library publications should be well-formatted, as the quality of printed matter knowingly or subconsciously influences the perception and appreciation of library services.

Serious consideration should be given to the wording and design of library declarations. Quite often, library announcements tell readers what they cannot or should not do, rather than informing them about what they can do.

Too many announcements in the library should be avoided, although information such as opening hours, new forms of service should be prominently displayed. Notices and posters about the activities of the library as a whole should be kept both inside and outside the library. A good poster in an accessible place can be an effective way to advertise your library.

Advertisements and posters must be professionally executed. It is important that the text is legible. If the library does not use the services of a graphic artist, decent results can be achieved using off-the-shelf fonts available on the market. A local art school or other similar institution located in the library district would help to design the posters. Such contacts are useful not only for creating a visual image of the library, but also for popularizing the library in the community they serve.

Library publications can be in the form of travel guides. Some of them are a modest double sheet of paper, others - a prestigious edition on glossy paper. The main purpose of the guide, addressed to users (including potential), is to acquaint them with the library. A well-published guide provides a comprehensive view of the library and its resources. Usually it helps to understand how competent and reliable the service is, and this is very important both for the library reader and for potential users who are not aware of the range of services it provides.

A guide can help navigate the library, for example, by explaining to readers the accepted classification scheme for literature. If disseminated properly, the guide will play a significant role in the wider use of library services.

In addition to basic information, i.e. addresses and telephone numbers, the guide should include the names of members of the administration and leading experts, information on opening hours and, of course, a short list of the services offered in the library and through the library. It is useful to include a plan of the library if the area occupied by it is large.

Guidebooks can be distributed to newly signed up readers. Care should be taken to ensure that they are received by residents of the service area who have not yet decided whether to visit the library.

A special type of guide is addressed to new employees. Such a guide should contain information about general working conditions, sick pay, the right to leave, the procedure for registering a pension, etc.

Travel guides may include detailed transportation routes, the names of nearby hotels, and a list of the services they provide. Some information about library terminology, a list of local and common abbreviations of organizations can also help a new employee. Data on the library association and the conditions for joining it are absolutely necessary. Such a guide will play an important role in the adaptation of the new employee to the library conditions.

Publication lists ranging from simple book lists to full-length bibliographic aids have long been the favorite form of library publication. However, like any other publication, they should only be published when there is a need for them.

Bibliographic lists are useful for both library staff and readers. But their social influence can be significantly reduced if the library is unable to meet the demand for the publications indicated in the lists. This is true for all activities that stimulate reading.

Use of audiovisual materials in Public Relations

Paper publishing is not the only form of publication available to librarians. As the number of audiovisual materials in the collections of public libraries increases, libraries are increasingly using them to expand their services. And presentations of gramophone records, videos, films and slide shows were added to the usual methods of work.

Slide shows are slideshows with simultaneous tape recording of commentary, music, sound effects, or both, and the third at the same time. Combining tape recording with the visual range of the slide makes it possible to convey factual information about library services, instruct users (which is often used in educational libraries), and attract potential users to the library. Presentation of slide shows is an effective means of communication, but much depends on the skill and skill shown in their creation and script preparation.

Exhibitions

Exhibitions can play a significant role in public relations work. They are able to draw the attention of users to various collections and materials, intensify the use of the library fund, communicate valuable information, combine materials scattered by the library classification, and improve the overall atmosphere in the library. A well-designed and well-positioned exhibition will grace the dull library foyer.

Library exhibitions can be brought to life by placing unexpected objects on them, not just books. Such a decision may induce a person to see the exhibition more than once. There are no restrictions on the display of any items.

If it is necessary to attract new users, exhibitions should be located in other premises: in clinics, banks, swimming pools, stations and many other places where people gather who may be interested in a professionally designed library display. Exhibitions in such places, in addition, serve advertising purposes, as well as serve as a link between the library exhibition and the building where it is presented.

Press relations

Even today, with a wide variety of media available, public relations experts view press relations as the most important aspect of public opinion shaping. The public library's relationship with the press must be two-way. This is more common for them than for any other organization. Of course, it won't hurt the library's public opinion work if journalists get used to seeing the library as a source of accurate information for their day-to-day work.

The local press can play a significant role in developing the library's relationship with the local community, as the attention of professionals can be attracted through publications that specifically address their needs. Librarians should also be aware of the needs of their colleagues, so the professional press, local administration and the press should be kept regularly informed of library news and developments.

The “Letters” section, found in most newspapers, provides an opportunity for the librarian to popularize library services. For example, when a reader in his letter to the newspaper asks for information on a particular issue, it is not bad if the librarian's answer is printed in the same section "Letters". There may be a case where the librarian feels the need to respond to criticism of library policy or service.

It is likely that a librarian may be asked to write an article for a newspaper or magazine. Book and recording reviews, as well as articles on local history, are obvious and pertinent areas of interest for a librarian with a gift for criticism and journalism. And you don't always need to go to the mainstream press; many librarians with journalistic skills manage to publish feature articles in journals devoted to rather narrow disciplines. The work of an expert librarian can be used in special journals.

A librarian is able to gain respect and support from the press if he tries to find out its problems, the organization of work, and will constantly keep this in mind when organizing library contacts with the press.

Radio and television

Radio and television are another area of ​​dissemination of materials that contribute to the formation of public opinion about the library. Local television and radio broadcasting is especially important. Thanks to them, additional opportunities open up for the popularization of libraries.

Radio, in particular, helps to establish connections with potential users. Many libraries provide information for radio programs, and some prepare questions and answers for radio quizzes. Radio stations sometimes place their satellite studios in library buildings, premises. It is important that the local radio staff recognize the library as an institution where professional help and reliable information can be obtained.

There are many ways to promote the library over the air. Like the press, radio is a medium of information, so libraries must keep it informed of their urgent matters and tasks. News compiled for local radio, specifics. On small radio stations, the announcer has to read the material without previewing it, so it is better not to use complex sentences and words.

The library administration may send its representatives to participate in television and radio programs such as "talk shows" or live on the air using a contact telephone number. On some local radio stations, such broadcasts take up significant amounts of time, and there is no doubt that a librarian who is good at answering questions will draw attention to library services.

List of used literature

Asherwood B. The ABC of communication, or Public relations of the library / B. Asherwood. - M .: Liberia, 1995. - 174 p.

Dvorkina M.Ya. Library service: theoretical aspect: monograph / M.Ya. Dvorkina, Moscow: MGIK, 1993, 250 p.

Dzherelievskaya I.K. Library - the subject of market relations // Scientific. and tech. libraries of the USSR. - 1992. - No. 3. - p. 4-12

V.K. Klyuev Charitable resource support of the library / V.K. Klyuev, V.M. Suvorov. - M., 2000. - 79 p.

V.K. Klyuev Fundamentals of proactive economic activity of the library: Textbook. allowance / V.K. Klyuev, Moscow: MGUKI, 1998, 93 p.

F. Kotler Fundamentals of Marketing: trans. from English / F. Kotler.- M .: Progress, 1992.- 736 p.

Krylov I.V. Marketing. Sociology of marketing communications / I.V. Krylov, Moscow: Center, 1998, 189 p.

Marketing - a modern concept of library management / RSL; comp. S. D. Kolegaeva. - M., 1994. - 148 p.

Maslova T.D. Marketing: textbook. Manual / Etc. Maslova, A.N. Kovalik, S.G. Bozhuk.- SPb .: Peter, 2001.- 317 p.

E.V. Pesotskaya Marketing of services: textbook. allowance / E.V. Pesotskaya .- SPb .: Peter, 2000 .- 157 p.

libraries, collections, creations ... through PR- technologies public attention ... and reducing social tensions. PR charity is also necessary for society ...

1. Peculiarities management in show business (2)

   Abstract >> Physical culture and sports

   CONCERT ACTIVITIES ……………………………………… .12 1.3. MANAGEMENT IN SHOW BUSINESS …………………………………… .14 CHAPTER ... cultural values ​​(in libraries, museums, at ... apply strategy and tactics ( technologies), which allow you to increase ... producer, chief PR-manager; main...

2. Mass media as a PR tool in a region (on the example of the city of Bryansk)

   Thesis >> Journalism

   Its technology or set technologies... Techniques - used within a certain technologies... There are obvious signs of "black" PR, techniques aimed at ... the media as a tool of communication management // Library communication group "Byzantium" ...

3. Public Relations (5)

   Coursework >> Sociology

   With dirty pre-election technologies("Black PR ") when competitors are accused of ... goods and services - quality management, - innovation environmental responsibility - management ... communication means, supports libraries more than 90 states, ...

Details Updated 07/01/2015 11:55

Foreword

Advertising occupies an important place in the life of a modern person. It has penetrated practically all spheres of human activity. Advertising organically entered the life of the library, reflecting its capabilities, technologies, promoting library resources and services to the population, creating a more attractive image of the library and information institution and its employees. The higher the development of society, the more actively advertising is used.

The need to consider the issue of the role of advertising as a source of information, advertising information, advertising and bibliographic technologies is primarily due to the fact that advertising messages play an extremely important role in meeting the information needs of users. We can already say today that the impact of advertising on readers is great. Through advertising, the library reveals its potential to a wide audience.

Modern domestic and foreign experience shows how significant are the possibilities of advertising in library activities. Its important areas are the distribution of advertising materials and ensuring the effectiveness of advertising policies. This efficiency is ensured by the quality, saturation, brightness and variety of advertising messages, the choice of forms and methods of bringing them to users.

In recent decades, the world is undergoing a process of transition to a new information society - the knowledge society. The role of libraries as information centers in such a society is growing. The area of ​​PublicRelations (PR) - public relations - is one of the fastest growing in the world. Introduction to library practice of PR events is relevant for today, since knowledge and creative practical application of PR today, perhaps, more than any other direction of management, are necessary for Russian libraries. In the USA (in the homeland of PR), there has long been an opinion that public relations for any organization means approximately the same as health for a person: the more there are in quantity and the better in quality, the more capable and efficient it functions.

The purpose of this publication is to present one of the most important activities of the scientific library - advertising and public relations.

The manual consists of 8 sections. The article provides a comparative analysis of advertising and PR, their interaction in library practice, goals and objectives, history of origin and modern development.

The purpose of library advertising is to inform potential consumers about library and information resources, publications and services provided by the library. It is necessary to interest them and induce to give preference to one or another "product" from among similar information resources, products and services.

The main tasks of promoting information resources, products and services by means of advertising are:

Formation of a prestigious image (image) of the library in the minds of potential users;

Informing about new bibliographic services introduced by the library;

Preservation of popular existing bibliographic services, convincing users not to forget about the wide possibilities of information and bibliographic units and to contact them;

Impact on the consumer of information in order to orient him towards the acquisition of advertised new services, resources and products of the library;

Focusing the attention of potential users on the specific features of the offered library resources, products, services.

The advertising function is performed not only by traditional mass events, but also recently mastered presentations of new library services. A competent advertising policy of the library is, first of all, a certain system of techniques based on the knowledge of psychology, which, arousing the interest of the reader, encourage him to refer to the library again and again.

Advertising is an effective means of expanding the market for library products and services. Advertising and information materials issued by libraries - lists, newsletters of new acquisitions, information folders about the library's activities, text public reports, brochures, brochures, invitations and all the variety of presentation products not only contribute to the formation of a positive image, but are also effective advertising of the library itself.

Library advertising activities is one of the ways to attract new readers. Systematic information about the activities of the institution, replenishment of the documentary fund is able to develop among potential readers the conviction of the benefits and availability of library services.

The organization of advertising activities in the library and its effectiveness have an impact on the organization of the library space, service, the process of communicating with readers, thereby creating the most comfortable information conditions for them, making visiting the library joyful and memorable. The organization of advertising activities requires library specialists to constantly improve, improve their professional qualifications, master new software tools, which leads to creativity in production activities and the organization of the library space.

PablikRelations(PR): definition and essence

Society as a single social organism is unthinkable without a ramified structure of social ties. Public relations are realized through a certain form of management, which is called PublicRelations-PR (PR).

PR (public relations) - advertising carried out in the system of interconnection of the library with its target audiences, aimed at creating and maintaining a favorable image of the library, at convincing the public of the need for the library's activities and its beneficial effect on society. The main means of PublicRelations is to ensure full awareness of the population about the library, its activities, resources, products, services.

Today there are more than 500 definitions of this concept. The most popular among specialists is the definition given by Professor of the University of Stirling (Great Britain) Sam Black: "PR is the art and science of achieving harmony through mutual understanding based on reliable and complete information."

At the present stage of development of libraries, public relations are one of the priority directions of library and information policy, are a means of mastering new social technologies.

Public relations - it is a thoughtful, planned and phased activity focused on a predetermined result (for example, obtaining funding, increasing the number of users, etc.).

PR (PR) is becoming an increasingly important area of ​​activity for companies, government agencies, public organizations, including libraries. With an almost 100-year history of existence in the United States, it is confidently gaining its place in our country. The growing attention of political, business and public circles, libraries to PR activities is not accidental. Public relations are a means of strategic management of the behavior of the external and internal environment of an organization, a tool for influencing them through information interaction.

It is necessary to manage what people think and feel, to shape public opinion and mood. Through public relations, libraries inform potential and current users about themselves, about the opportunities available to their funds, about the range of library and information services. This enhances the status of libraries as cultural and information institutions.

Today, PR activities are a successfully proven means of creating a trusting and respectful attitude of others to the library, which presupposes the promotion of its activities in general. PR promotes communication, mutual understanding, cooperation between the organization and its public, increases the degree of trust, ensures the sustainability and stability of library users, the success and effectiveness of its work. For the successful sale of their services, the library staff must know the client in person, his needs and requests, habits and inclinations, preferences and problems, in order to constantly be aware of his library and bibliographic interests and probable wishes in the near and more distant future.

The fundamental principle of organizing work with the public is wide information about the activities of the library as a whole and its individual divisions. This work should unite all the elements of the library as a system: funds, audience of users, library staff, material and technical resources.

With regard to the activities of any organization, PR and advertising constitute a single system of public relations, but there are also differences between advertising and PR.

Purpose of advertising- creation of a mindset to perform the desired action by the advertiser, which can be expressed in the user's visit to the library, participation in its events, sponsorship, dissemination of advertising information, etc. Advertising impact assumes its ultimate goal is a real action, and not a desire to perform it. Advertising - "deferred purchase" of the upcoming purchase - is associated with a certain product and the need to promote it on the market, encouraging the consumer to consume, focused on achieving a certain effect, the fact of purchase (use of certain products, services).

TargetPR- attracting close attention, achieving a sincere interest of the population in the activities of the library, the desire to actively cooperate with it. However, desire is not yet an action. Public relations are aimed at maintaining harmonious relations with the external environment and at creating a positive image of the organization. PR promote in the public consciousness the organization itself, the manufacturer, focused on creating a favorable atmosphere, the basis for cooperation; they are far from always associated with an immediate result, since they prepare the future market, actions ahead in an uncertain future.

This activity is a less expensive set of information activities than commercial advertising, but often more effective. The goal of PR in the library's activities is to form a favorable social attitude towards it and an appropriate internal "climate" for the library to perform its functions, to draw public attention to the importance of library activities, due to the uniqueness of the funds, the composition of the readers.

Bad public relations not only make it difficult and nullify the promotion of products and services, but also seriously damage the image of the library. One should be wary of both the untidy appearance of the library, poorly organized information, poorly composed advertising materials, and the rude, unceremonious behavior of employees, their professional incompetence. The ability of the leader to create a good social and psychological climate in the team is also important. Even a lack of finance can often be resolved by the creativity and initiative of workers.

TermPablikRelations first used by US President Thomas Jefferson in 1807 in his address to Congress, and it was introduced into wide circulation by the American journalist A. Ledbett Lee in 1904. In recent years, the theory and practice of library advertising and PR activities have been developing especially actively.

Elements of modern PR originate from the origins of human civilization. The ability to manage the audience and influence public opinion by means of logic, rhetoric, stage skills have been known to mankind since antiquity. Even in ancient Greece, a targeted impact on the public was considered a prerequisite for success in politics and in trade.

The ideas of ancient thinkers also deserve attention. Thus, Aristotle and Plato believed that the means of controlling people should be well known to those who control and those who are controlled. According to the brilliant orator Cicero, the task of speaking to people is to give them aesthetic pleasure, to influence their will and behavior, and most importantly, to induce people to be active.

In the XX century. with the development of technical means and opportunities for large-scale transmission of information, the concept of PablikRelations begins to acquire more modern and independent outlines.

In 1918, the course " PablikRelations"Was already included in the curriculum of the University of Illinois. This course was initially taught primarily in the journalism department.

In the 1970s. PR as a subject is officially included in the compulsory curricula of economics colleges and universities in the United States. At the same time, PR is becoming an important tool in the commercial success of many of the leading US firms.

This term appeared in Russia in the late 1980s. and has actively entered in recent decades into everyday Russian practice and scientific turnover along with new terms: image maker, management, marketing, web design, etc., reflecting new relations in the field of economics, business, production, mass media, culture and education ...

The emergence of the advertising business in Russia refers toX- XIcenturies... By the middle of the 16th century, hand-drawn advertising was added to oral advertising in Russia, the role of which was played by lubok "funny pictures".

During the reign of Peter I, the oral word was the main carrier of information. A significant innovation was the creation of an all-Russian newspaper, which, according to the decree of Peter I, issued on December 16, 1702, was supposed not only to inform about official government decisions and events in the state, but also to provide various advertising information. The newspaper has become an important means of distributing advertisements through the print media.

In the professional literature of the late 1920s, the term "advertising" was widely used in relation to librarianship. So, in the manual by L.B. Khavkina has a section "Advertising", which discusses her means, methods (printed, handwritten notifications, announcements, illuminated advertising in public places, on the radio and in the cinema).

L. B. Khavkina gave the following definition to advertising: to attract readers "the library resorts to advertising in the best sense of the word, since it does not pursue any selfish goals and does not try to mislead anyone." Such an explanation was required because at the end of the 1920s a wary attitude arose towards “old school” librarians, who allegedly did not critically perceive foreign experience and were pursuing the ideas of bourgeois librarianship.

N.K. Krupskaya wrote in 1931 that "every library, no matter how small it is, should be able to advertise itself." True, in the writings of Nadezhda Konstantinovna this remark got lost among the terms "propaganda of the library", "agitation for the librarianship." And as a result, in subsequent years, the concepts of "library propaganda" and "visual agitation" were established in publications, replacing the terms "advertising" and "library design".

The proof of the enormous potential of advertising was the adoption in 1995 of the first, and in February 2006 of the new law of the Russian Federation "On Advertising", which determined the basic requirements for advertising activities, as well as the measure of responsibility for their violations. The objectives of the Federal Law "On Advertising" are:

Protection from unfair competition in the field of advertising;

Prevention and suppression of inappropriate advertising.

The Law on Advertising introduces the following concept: advertising - information disseminated in any form, by any means, information about an individual or legal entity, goods, ideas and undertakings (advertising information), which is intended for an indefinite circle of persons and is designed to form or maintain interest in these individuals , legal entity, goods, ideas and undertakings and contribute to their promotion or implementation.

According to this law, a library can act as an advertiser, advertising producer, advertising distributor. The library is also an object of influence of advertising: after all, it performs certain actions based on the information received (acquires books, furniture, equipment, appliances, etc.), which means it is a consumer of advertising.

In 1994, an important law “On Copyright and Related Rights” was passed. The copyright protection of the compilers of collections (encyclopedias, databases) and other composite works, regardless of whether the works on which they are based or which include, are subject to copyright. Now you can add ads to this list. Thus, the law protects most of the printed works that leave the walls of the library.

The right to advertisements created by a library employee in the course of the performance of official duties or the official assignment of the employer belongs to its author. However, the library, as an employer, has the right to indicate its name when using it.

Technologies and events

The higher the development of society, the more actively advertising is used. And although the development of library advertising began to be dealt with only in recent years, it can be argued that today advertising has become an integral part of library activities.

The technology of advertising and information activities of libraries is a concept that covers all technological problems of advertising. Recently, advertising technologies and PablikRelations have successfully established themselves in Russian libraries as an effective means of managing information and organizing public opinion.

Analysis of the situation, the market, the need for advertising and bibliographic products;

Goal statement;

Determination of the target audience;

Technological features have the use of advertising media - ads, radio, television clips, letters, bookmarks, library work schedule, bibliographic indexes, invitations, as well as advertising distribution channels - newspapers, magazines, radio, television, transport, poster stands and walls, computers, reverse side of the library card, etc.

Local media play a decisive role in shaping public opinion about the library: newspapers, radio and television. Skillfully using these contacts, the library can shape and change its image. For partners of the library, its high competitiveness is important.

PR means include events that have always been in the arsenal of libraries - exhibitions, conferences, presentations, publications in periodicals, public speeches, printed and audiovisual publications about the library, radio and television appearances, etc. Among the common means of library advertising are library tours, reports, book presentations, exhibitions, etc.

Public events- the cheapest library advertisement. Spectacular information is well perceived by the audience, increases the influx of users, encourages many people to turn to literary sources.

Computer advertising- advertising information sent to computer terminals and on-screen displays. Computer networks are popular and effective carriers and channels for distributing advertising information. The electronic advertising network of the library and information sphere is a single center for collecting and placing advertising for a variety of users: libraries, library staff, etc.

Poster Presentations are a demonstration of facts and ideas using pictures, sketches, diagrams, tables and other decorative elements. This form is convenient where it is not possible to place large material due to insufficient space or time constraints.

Complex library programs serve to improve the efficiency of the library and give it value. In library practice, advertising of library resources, primarily its documentary funds, is widely used by organizing exhibitions at conferences, seminars, information days, specialists days, etc.

Printable advertisement. The means of print advertising include the widely used and well-proven booklets, bookmarks, leaflets, playbills, posters in libraries. Scientific and public libraries place print advertisements in library premises, educational lobbies, etc.

Local media. The decisive role in shaping public opinion about the library is played by the media - newspapers, radio, television.

Skillfully using these contacts, the library can shape and change its image. For partners of the library, its high competitiveness is important. Well-known specialist in the field of library PR from Great Britain B. Asherwood believes that "public relations is the main job for librarians." He identified the following forms of this activity:

Library editions;

Press contacts;

Audiovisual materials;

Public performance;

Mixed methods.

The means and channels for distributing advertising are limitless. Libraries should make wider use of such PR tools as, for example, price lists, posters, computer animation plots. This allows you to visually represent the entire range of advertising opportunities available to the libraries.

Advertising is intended to show a specific benefit from an offer or service, to name the benefit that a particular consumer or group will receive by using any product or service of this library. When addressing potential users, the emphasis should be placed on the fact that the library facilitates intellectual activity, makes life richer.

Advertising activity is based on advertising message - capacious, vivid, figurative information encouraging the use of resources, products and services of the library. An integral part of it is the text, which reveals the idea and design of the advertisement. An advertising message is always an appeal to a specific addressee.

Create a promotional message one of the most difficult stages. It must disclose the specific characteristics (quality) of the advertised object (library, its collections, products, services) and meet certain requirements. Technological features of advertising messages are the quality of the advertising idea, laconicism, assertiveness, documentation, evidence, simplicity, fascination, relevance of the text, showing the novelty of a product or its properties, showing the product in action, a sense of proportion in "praising" the product.

Attract attention;

Convince you to take advantage of the offer;

Make you remember the main idea of ​​the message;

The process of creating an advertising message includes the formulation of its idea, content and form. The content of the advertising text should answer the questions of what is offered to the user, what benefits he can get from the offered service, where, when and how he can get this service. The choice of the form of the advertising message, the introduction of a certain type of advertising or a set of advertising forms also depends on the content of the advertisement.

The well-known specialist in the field of advertising business D. Ogilvy, attaching great importance to the text of the advertisement, emphasizes that everyone should feel that this advertising message is addressed to him. When composing advertising texts, you should avoid incomprehensible words, long expressions, indicate the cost of a product or service. Most of the library services are free and this fact should be highlighted in the advertising text.

When conveying information about the services and capabilities of the library, it is necessary to appeal to the feelings of the readers of the text: arouse curiosity, cause surprise, a smile. For example, when advertising our resources, we remind that we are ready to provide complete (extensive) and at the same time useful (necessary) information for them. An advertising message is an appeal to a specific addressee.

The ad copy is based on rationale, argumentation... When choosing arguments, it is important to take into account the peculiarities of library and information resources, products, services, incentives that made the user decide to use a particular product / service.

One of the main factors in the choice of argumentation is relevance... Everything that is really new in a particular information publication must be pointed out and told about it. Do not praise the publication, the consumer is always skeptical and can turn away from him.

Long, incomprehensible words, ambiguity, tricks should be avoided. Advertising text must be correct and not burdened with professional terms that are incomprehensible to users. When writing the text itself, you should be guided by the wishes of D. Ogilvy “The more facts you give, the greater the demand for your product will be. The main thing is that the text is well written. Nobody will read texts based on common truths. "

The perception of the text increases with the skillful use of opening paragraphs, headings (no more than ten words), subheadings, etc. The most effective placement at the beginning of the advertising text is an appeal to a specific target group of influence ("For you, freshmen, our readers" ... and so on).

It is not necessary to frequently change the content and design of the advertisement, as the user will not have time to memorize all the sentences. One-off advertisements are also not successful. An advertising campaign must be carried out in a planned and sometimes intensive manner.

Every year the libraries' own technical capabilities are expanding: new computers with programs that allow working with graphics, laser and inkjet printers, scanners appear. Knowledge and correct use of various techniques allows you to effectively solve the assigned tasks.

The main users of the university library are the teaching staff, graduate students, undergraduates, students and university staff, for whom the library is the main source of educational, scientific and reference literature. Students, upon entering the university, rush to the library for textbooks. Full coverage of the library of first-year students is achieved by constant work with deans, headmen of student groups. All those who sign up are given a library card, the presence of which already provides a constant reminder of the library, i.e. the effect of hidden advertising is triggered. When registering in the library, conversations are held about the rules for using the library, about library-bibliographic and other additional services. This is word of mouth.

In the foyer of the university and in the library premises there are stands with information about services, exhibitions, upcoming events that work to advertise and improve the image of the library in the eyes of the university administration and potential users.

But do not forget that success is based on the quality of the products and services themselves, the quality of user service and the timely prevention of conflicts between the library and its users. Therefore, it is important for libraries to focus on studying the information needs of users. Constantly improve their activities, improve their qualifications, mastering new software tools. Expand the range of information products and services, developing new value-added services, thereby increasing the comfort of service. And, perhaps, one day the most reliable means of promotion that does not require additional financial costs will be oral advertising - recommendations of regular customers.

The dynamic improvement of the forms and methods of organizing exhibitions, conferences, participation in various projects, advertising of these events also makes the university library new and attractive.

Magazines and newspapers are important communication channels for libraries, where they publish their information materials and articles about the research library.

The head of the university library periodically speaks at meetings of the Academic Council on various topics, reviews the most important characteristics of information products prepared to help the educational process and solve complex production problems.

In general, university library advertising campaigns focus on promoting a positive image of the library and its services through the creation of an electronic catalog and activities to develop library skills. At present, the effectiveness of the Internet as a communication channel is increasing. Libraries develop their own sites or create their own pages on the site of the organization, the structural unit of which is the library; post information on the websites of organizations that are part of library consortia, etc.

Visitors to the university website can find out all the necessary information about the library: the operating hours of its divisions, familiarize themselves with the list of periodicals subscribed by the library, with the catalog of electronic resources and video materials from the library funds, etc.

The formation of the prestige of the scientific library in the eyes of users and the administration of the university is influenced by the presence of a wide selection of information resources, automation of processes, the development of new technologies and techniques by employees, the comfort of the premises, all this gives the right to talk about the scientific library as one of the main structural divisions of the university and speak before the administration of the university as an equal partner.

Libraries must now seek new directions to make the best use of available resources and to continually prove their social relevance. This is facilitated by advertising and PR, because their activities are based on communication aimed at maintaining constant contacts with the market in order to disseminate information about them, about their funds, resources, products and services.

Bibliography:

3. Shelamova, G. To be able to tell about oneself: means and methods of presentation / G. Shelamova // Library. - 2013. - No. 5. - S. 15-21.

4. Yastrebova, EM Public relations for libraries / EM Yastrebova // Bibliography. - 2000. - No. 1. - S. 43-48.

PR ACTIVITIES IN THE CONDITIONS OF CHILDREN'S LIBRARIES

E. Cherednichenko, head of the library

MKOU "Tyotkinskaya secondary school No. 1" Glushkovsky district, Kursk region

In the Kursk region, considerable attention is paid to solving problems related to the activities of school libraries. School libraries are involved in the list of measures to modernize the general education system.

Currently, due to the increasing complexity of general educational and business needs of students, the growth of their needs for library and information services, as well as changing educational objectives and learning goals, the role of the school library is growing immeasurably. And in order to fulfill this role qualitatively and in full, the school library, as the center of the information infrastructure of an educational institution, must necessarily develop students' skills for independent use of the library, form an information culture, and also work closely with teachers.

The librarian becomes on a par with the teacher, since he already fulfills not only an educational role, but also participates directly in the educational process. What is the most important thing in our work?

Having worked at the school for over 30 years, I have clearly learned for myself that a favorable disposition of people is everything. Nothing is scary with him, without him you can't even think about success. The one who influences the minds of people has more power than the one who signs decrees and makes decisions, because these decrees and decisions may or may not be carried out. Therefore, the task of the librarian was, is and will be - work with the younger generation, the formation of their worldview.

In recent years, we have come across such a concept as PR-activity. At first glance, the word is new and incomprehensible, but after thinking and comprehending, you understand that you have always been doing this.

One of the most original and successful "PR" campaigns in the history of Mankind can be considered the idea of ​​the formation of a kind of scientific institutions at temples in Ancient Egypt, where the books they contained were used for religious and educational purposes. Those who first suggested to Pharaoh in relation to these institutions-libraries to use the concepts - "House of the Book", "God's House of Books", "House of Life", "Healer of the Soul" can rightfully be called experts in the field of public relations. Several millennia have passed, and Humanity to this day, perceives the Libraries of the Ancient World in relation to the modern Library as “the progenitor of the Library. Therefore, we can confidently state that the Library is a strong established brand, time-tested.

Most people form their attitude to the library based on how useful it is to meet their needs. Librarians try to “capture” these needs because they influence a combination of factors that create the public's image and reputation for the library. The reputation of libraries, as you know, has developed on the basis of activities in the past, fait accompli, and to build an image, you can use not only past and current achievements, but also future projects, socially significant proposals and progressive views. It follows from this that the image must be created, and the reputation must be maintained.

The library seeks to explain to various groups of the library audience what is the meaning of its functioning, its value. Prove, convey, convince the general public and power structures of the effectiveness and usefulness of their existence for the common good of the Fatherland, current and future generations.

Everyone who works with the younger generation is faced with a very serious problem: how to keep up. Keep up with your readers. The modern young generation has great opportunities to choose one or another way of spending their leisure time. These are various mass media and electronic mass media. It is children, adolescents, youth and youth that today are the most active social groups, easily mastering new information technologies. They do not have those psychological barriers that hinder adults, because they are more receptive to new things. Many of them get to know the computer at a very early age. This is a new “multimedia generation” with different values, behaviors and orientations in the world of information.

It seems that the printed book will not sink into Summer, and neither will reading. And the point here is not what means will be chosen - a book or a computer, where the text will be located - on paper or on a monitor screen. The point is different: what exactly will be read there, how the process of perception and understanding of the text will go and what information, what knowledge, what culture and art will be represented by various types of media for the development of a young personality.

And here school libraries play an invaluable role. To create an attractive and friendly image of the library, to attract interest in books and reading, to popularize reading among the younger generation, children's libraries are, in one way or another, associated with the use of PR. Its success lies in the fact that librarians themselves must "come out to meet" the user - and appear to him in the guise of what he really wants to see and learn. The librarians of the present and the future are trying to learn these approaches. In this direction, school librarians use all kinds of PR tools and techniques. First of all, attention is drawn to the diversity and brightness, non-standard forms of library activities, of course, taking into account national characteristics, local conditions and traditions.

In all PR-projects, to one degree or another, various forms of information presentation are used - text, graphics, sound, animation, video, which contribute to the promotion of reading and presentation of the book. These are photographic materials, film and video materials, multimedia from the Internet, oral speech (personal contacts and conversations, interviews, discussions, public speeches.)

New technologies are helping to create a new model of the library space. Poster pen, gouache and Whatman paper were replaced by computer design.

In carrying out these tasks, the library seeks to establish favorable business relationships with a wide variety of individuals and organizations. By defining the circle of potential partners, the library identifies those organizations that it needs or will need to support, who can be offered mutually beneficial cooperation, interaction with which will favorably affect the image of the library and the promotion of the services it offers.

The library of our school has a fairly large fund:

Educational fund - 7193 copies;

Fiction - 13991;

Educational-methodical literature - 1720.

All students in schools are provided with textbooks, reference literature. There is a computer with Internet access, a printer, a scanner. All this contributes to the fact that the school library has become a popular place for every teacher and student of the school.

In the 2015-2016 academic year, the library of the MCOU "Tetkinskaya Secondary School No. 1" worked in the following areas:

attraction to book, reading, library; development of reading and information literacy; spiritual and moral development and education (ethics, aesthetics, culture, religion, morality), healthy lifestyle, professional orientation, socialization, patriotism, local history)

During the reporting period, the collection and distribution of publications to readers was carried out, advisory conversations were held when choosing books, and first-graders were introduced to the school library. The event "Dedication to readers" for first-graders has become traditional.

Here, individual conversations with students about the book they have read, debates and dramatizations are held.

A library asset has been created in our school, which conducts various work to popularize the reading of a book, raids to check the condition of textbooks, organizes the work of the "Book Workshop"

As part of extracurricular activities, the work of the club "Young librarian with 6th grade students" is organized, a calendar of significant and memorable dates is maintained, for which book exhibitions are made, visual campaigning is carried out.

Every year in October, the librarian and the Active Library traditionally hold an action "Give a book to the school!" among students in grades 1-5. The guys take an active part in it. In the 2015-2016 academic year, the action added 167 wonderful books to our fund of fiction. We awarded the most active participants with Letters of Gratitude and Certificates of Merit for the students' portfolio. Together with teachers of the Russian language and literature, a poetry competition was held dedicated to the 100th anniversary of the birth of Simonov.

We took part in the regional competition "Native lands past fate ..". The script collected material about the landowner Mikhail Tereshchenko, who made a huge contribution to the development of the village of Tyotkino and our country. I am proud that we received the KIRO Certificate for participation in the competition for the best library script dedicated to the 80th anniversary of the Kursk region, among specialists of information and library centers and libraries of educational organizations of the Kursk region.

Every year, during the spring break, Knizhkin Week is held with a theatrical performance of book characters, to which pupils of the Skazka Kindergarten and pupils of the boarding school are invited. Gifts are presented to participants and guests.

Together with the teacher of the military industrial complex, an event about the Holy Defenders of the Fatherland was held, in which students of grades 5-8 were received. An exhibition was arranged in the library for this event.

On the basis of our school, the work of an internship platform for librarians of the Glushkovsky district was organized, which was attended by employees of the KIRO. The librarian of the school, together with teachers of the Russian language and literature, organized a literary and musical composition dedicated to the anniversary of the Kursk writer Yevgeny Nosov. There was a presentation about the writer, a dramatization based on the stories of the writer. A school-wide extracurricular event for primary school students “Farewell to the alphabet” was also prepared. The district and regional colleagues highly appreciated these events.

Thus, the PR activity of the school library helps the spiritual formation of the student's personality, fostering respect for the historical past of our Motherland, a sense of pride in our country, helping to understand the present and influence the future.

We are faced with an important task - to make the library a catalyst for the high-tech educational environment of the 21st century school, to learn how to influence the world outlook of our children, to open the kindness and light of their hearts, to help our students find a friend and helper in the book. I am sure that we can do everything.

Let the child read a little, but each book will leave a deep imprint on his heart and mind, so that a person returns to it several times, discovering more and more spiritual riches.

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Municipal state educational institution "Tyotkinskaya secondary school No. 1 named after Bocharnikov", Glushkovsky district, Kursk region PR ACTIVITIES IN THE CONDITIONS OF CHILDREN'S LIBRARIES teacher-librarian - E.N.

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Description of the project Name of the project "PR ACTIVITY IN THE CONDITIONS OF CHILDREN'S LIBRARIES" 1. Direction of the project

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2. Brief annotation of the project In the Kursk region, considerable attention is paid to solving problems associated with the activities of school libraries. School libraries are involved in the list of measures to modernize the general education system. Currently, due to the increasing complexity of the general educational and business needs of students, the growth of their needs for library and information services, as well as changing educational objectives and learning goals, the role of the school library is increasing immeasurably. And in order to fulfill this role qualitatively and in full, the school library, as the center of the information infrastructure of an educational institution, must necessarily develop students' skills for independent use of the library, form an information culture, and also work closely with teachers. The librarian becomes on a par with the teacher, since he already fulfills not only an educational role, but also participates directly in the educational process. The project is aimed at working with the younger generation, shaping their worldview, creating an attractive and friendly image of the library, attracting interest in books and reading, popularizing reading among the younger generation.

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3. Description of the problem, the solution / reduction of which the project is dedicated to. Everyone who works with the younger generation is faced with a very serious problem: how to keep up. Keep up with your readers. The modern young generation has great opportunities to choose one or another way of spending their leisure time. These are various mass media and electronic mass media. It is children, adolescents, youth and youth that today are the most active social groups, easily mastering new information technologies. They do not have those psychological barriers that hinder adults, because they are more receptive to new things. Many of them get to know the computer at a very early age. This is a new “multimedia generation” with different values, behaviors and orientations in the world of information. It seems that the printed book will not sink into Summer, and neither will reading. And the point here is not what means will be chosen - a book or a computer, where the text will be located - on paper or on a monitor screen. The point is different: what exactly will be read there, how the process of perception and understanding of the text will go, and what information, what knowledge, what culture and art will be presented by various types of media for the development of a young personality.

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4. The main target groups to which the project is directed Students of MCOU "Tyotkinskaya secondary school No. 1 named after Bocharnikov"

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5. The main goals and objectives of the project Purpose: to create an attractive and friendly image of the library, to attract interest in books and reading, to popularize reading among the younger generation. Objectives: To instill in students an interest in reading; attraction to book, reading, library; development of reading and information literacy, spiritual and moral development and education (ethics, aesthetics, culture, religion, morality), Contribute to the formation and expansion of the reader's horizons, interests, hobbies of children and adolescents; To raise interest in the cultural, traditional heritage, in the history of the small homeland; patriotism, study of local lore To form civic responsibility and patriotism through reading, carrying out a number of events; Organize the leisure of students outside of school hours, promoting a healthy lifestyle, vocational guidance, socialization,)

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6. Methods of project implementation (description of project implementation methods leading to the solution of the assigned tasks) Method name: Communicative. The communicative method helps to solve the assigned tasks through direct communication between adolescents and children of closed institutions. Pupils of the Kindergarten "Fairy Tale" and pupils of the boarding school are invited. The name of the method: Activity The activity method allows children of all ages to plan and perform tasks by themselves, to personally participate in activities. Method name: Creative. The creative method allows each child to show creativity, as well as through creativity to express their needs, experience a situation of success, and give joy to other children. This is a self-made book and the organization of a personal exhibition and stories about your favorite book. Method name: Interactive. The interactive method allows you to analyze the results of your activities, project implementation.

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7. Schedule of the project implementation (sequential listing of the main activities of the project with quantitative indicators and periods of their implementation) No. events 2 "Book a week", actions and round tables on spiritual and moral education end of March Second year Planned events 3 "Give a book to school!" October Scheduled events 4 School Library Month October Scheduled events 5 Exhibitions and flash mobs dedicated to significant dates Weekly Scheduled events 6 Raids by class “How are you living textbook? »Monthly Scheduled events 7 Meet the parents. Participation in parent-teacher conferences. On schedule

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8. Expected results Quantitative indicators At the end of the project and analysis of its results, we note that positive results were achieved by applying new forms of work to attract readers, expanding the range of services provided related to information technology, improving the quality of user service, updating book collections. The popularity of the children's library today, on my gaze is determined by the degree of its activity, i.e. participation of a particular library in the public life of its school, class, detachment.

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Qualitative indicators In the implementation of these tasks, the library seeks to establish favorable business relationships with a wide variety of individuals and organizations. By defining the circle of potential partners, the library identifies the organizations that it needs or will need, who can be offered mutually beneficial cooperation, interaction with which will have a beneficial effect on the library's image and promotion of the services it offers. The library of our school has a fairly large fund: Educational fund - 7193 copies; Fiction - 13991; Educational-methodical literature - 1720. All students in schools are provided with textbooks, reference literature. There is a computer with Internet access, a printer, a scanner. No. Reporting year Enrolled in the library Read in the reporting year 1 2014 2 2015 3 2016

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During the reporting period, the collection and distribution of publications to readers was carried out, advisory conversations were held when choosing books, and first-graders were introduced to the school library. The event "Dedication to readers" has become traditional for first-graders, where the librarian acquaints children in detail with books, dictionaries, encyclopedias. Students get acquainted with the rules for using the library. Here, individual conversations with students about the book they have read, debates and dramatizations are held. A library asset has been created in our school, which conducts various work to popularize the reading of books, raids to check the condition of textbooks, organizes the work of the "Book Workshop". As part of extracurricular activities, the work of the club "Young librarian with 6th grade students" is organized, a calendar of significant and memorable dates is maintained, for which book exhibitions are made, visual campaigning is carried out. In September, the librarian, together with the school administration and students, took part in the holiday dedicated to the Liberation Day of the Tetkino village. Every year in October, traditionally, the Library Active holds the action "Give a book to the school!" among students in grades 1-5. The guys take an active part in it. In the 2016-2017 academic year, the action added 167 wonderful books to our fund of fiction. We awarded the most active participants with Letters of Gratitude and Certificates of Merit for the portfolio of students. Every year, the teacher-librarian and the Active Library prepare a newspaper dedicated to the Day of School Libraries, and a survey is conducted among students. 10. Work experience

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Together with the teacher of the military industrial complex Chepurnaya Tatyana Ilyinichna, events were held dedicated to the Battle of Borodino for students of 4 grades, and about the Holy Defenders of the Fatherland, in which students of 5-8 grades were accepted. Exhibitions were arranged in the library for these events. As part of the international month of school libraries and drawing attention to reading, the school hosted an exhibition of handicrafts "Favorite book with your own hands." One of the best works dedicated to the royal family of the Romanovs, in which it is illustrated and described in detail what the children of the Romanov family played, was sent to the regional exhibition in the city of Kursk. Together with the teacher of the Russian language and literature Rykova Inna Vladimirovna, a poetry competition "The Feast of White Swans" was held, dedicated to the fallen in all wars, which was highly appreciated by the school administration. Every year, during the spring break, Knizhkin Week is held with a theatrical performance of book characters, to which pupils of the Skazka Kindergarten and pupils of the boarding school are invited. Gifts are presented to participants and guests. On the basis of our school, the work of an internship site for librarians of the Glushkovsky district was organized. Thus, the PR activity of the school library helps the spiritual formation of the student's personality, fostering respect for the historical past of our Motherland, a sense of pride in our country, helping to understand the present and influence the future.

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11. Resume of the main project developer (Description of functional responsibilities and work experience of the main project executors) Project developer Work experience in the school library - 5 years Certificates: "Microsoft Word"; Certificate of OGBOU DPO KIRO for participation in the competition "Native lands past fate ..."; certificate of advanced training "Formation of computer literacy" 12. Information about the organizations participating in the financing of the project Municipal state educational institution "Tyotkinskaya secondary school No. 1 named after Bocharnikov"

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Patriotic education. Participation in a rally dedicated to the Day of Tetkino's liberation from Nazi invaders. Patriotic education. Participation in the rally on the day of Tetkino's liberation.

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Knizhkina week. Getting to know the library Getting to know the library. Knizhkina week.

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Participation of the library asset in the promotion of a healthy lifestyle. Participation of the library asset in the promotion of a healthy lifestyle.

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Healthy lifestyle promotion. Issue of the school newspaper "I choose life." Healthy lifestyle promotion. Issue of the school newspaper "I choose life."

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Action "Give a book to the library" Rewarding of active participants of the action. Promotion "Give a book" Rewarding of active participants of the action.