Roundtable Meeting, 3/18/21

Topic:  Marketing and Public Relations

Speaker:  Roy Williams, Dir. of PR, BPL

Attendees:

Shannon, Hoover
Diane, Pleasant Grove
Bridget, Homewood
Pam, Southside
Kelsi, Hoover
Saundra, North Avondale
Lynn Hutchins
Michelle, Irondale
Holley, O'Neal
Heather, Homewood
Cara, Center Pt
Kara
Maura, Trussville
Tywanna Mickens
Alisha Johnson
Ellen Shade
Roy Wms, BPL
Jiemen, BPL
Nicole, Tarrant
Lawanna, Hoover
Leslie, Avondale
Rita Goodson
Joan, Avondale
Terri, Vestavia Hills

Before our speaker, Roy Williams, spoke, we covered some topics pertaining to the county.  We were fortunate enough to have four winners among the JCLC that won awards with the Alabama Library Association for 2021.  The winners are listed below:

Heather Cover, Homewood - ALLA 2021 Imminent Librarian Award winner

Katie Jane Morris, Hoover - ALLA 2021 Distinguished Service Award winner

Edward Eggleston, Homewood - ALLA 2021 Paralibrarian Award winner

Allison Scanlan

, Pinson - ALLA 2021 Intellectual Freedom Award winner

These wonderful people have done a remarkable job - especially during a particularly tough period. AND it proves we have a pretty fantastic cooperative!!! Congratulations to all of you!!

Part outreach, part marketing, the Hoover Library has received a grant to make "little free libraries" that will go into 15 apartment neighborhoods throughout Hoover. These will not only contain books/materials for free/exchange, but will also have bilingual information such as how to get a library card, ongoing services and special programs. It is part of Hoover's ongoing effort to increase our reach into the community.

Also, I wanted to share that I have been having great success in sharing my Facebook event posts to many different FB groups. For instance, I shared our birding class with AL Naturalists, AL Birding, Hoover Voice, etc. When putting your marketing out on Facebook, make the effort to look for like-minded groups that would be a great audience for your virtual programs - we aren't limited to our physical community anymore!

Other items of interest:

• Users might want to investigate using the new Facebook Business Center. It allows you to schedule posts for both Facebook and Instagram well in advance of the date.
• Don't forget to take advantage of your neighborhood free news. Most have at least one in the area. Perhaps even ask for a weekly column to be included or at least a calendar of events.
• We discussed the flexible usability of Canva.com - if at all possible, it is worth it to purchase the "pro" plan in order to obtain a more varied options in creating marketing materials. Canva is great because it already has custom sizes for each type of item you are making. They also provide endless examples that you can use to create unique ads and materials. Other free options for finding pictures and items for your promotions include Freepix, Unsplash, and the Noun Project.
• Tales and Tails - Adult Summer Reading: O'Neal Library is planning a spice/chef program and take/make project. Hoover is creating a series called "Rescue Tales" featuring 5 animal-related nonprofits to be uploaded to Facebook and YouTube. What else is everyone planning for this period of time for adults??
• If interested, please contact Kim Waites from WildAlabama for a "Leave No Trace" adult or children's program. She was very personable and conveyed the importance of being a good steward of the land/environment while out of doors. She does these programs as a part of WildAlabama's outreach and does not charge. She can be reached at kim@wildal.org.

Lastly, I am copying Roy's handout for his presentation/talk on key steps to successful marketing and public relations:

Library Marketing in a Post-COVID-19  Pandemic World

Presented by Roy L. Williams, Public Relations Director of

Birmingham Public Library & former newspaper reporter (23 years) with The Birmingham News

Among departments in municipal governments (cities and counties), few have seen their operational budgets sliced as much as public libraries. With fewer dollars to devote to marketing and public relations, and television station/newspaper/radio station bottom lines hit hard due to lower advertising revenue, employees in charge of promoting libraries have a much tougher time getting the word out.

But there is good news: as more people get the COVID-19 vaccine and life returns more to normal in this post-COVID world, there are opportunities available to promote your libraries  - if you have a plan in place helping you take advantage of it.

Based on my 25 years past experience as a newspaper reporter and nine years as a public relations professional, here are some tips on Marketing Your Library in a Post COVID-19 world:

1.  Toot Your Own Horn – Even in a Pandemic

Given the fact the COVID-19 pandemic has dominated the news media cycle for a year now, sometimes it can seem frustrating to try to pitch stories to TV stations, newspapers, radio and online media because they have smaller staffs and tend to focus more on bad news than good news. But do not give in to temptation to stop sharing library news with the media. Although hits are fewer today, keep sending out press releases to local media. If you do not “toot your own horn” and share good news, no one else will.

2. Make Sure Your Media Email List is Up to Date

The journalism faces on TV and newspapers have changed dramatically. Many faces you used to see reporting the news on TV and bylines of longtime newspaper veterans are gone, replaced by younger journalists. Take time out to call the TV stations, radio or print/online publications you are targeting to get your library story out to get the emails of journalists who cover library stories.

I have created a list of general TV newsroom phone numbers and emails for stations in metro Birmingham below (The emails reach all journalists, producers and assignment editors at each station)

Note: Keep in mind that due to COVID-19 safety concerns, most interviews are done via Zoom or FaceTime. No live interviews are done in person in TV station studios for the time being

WVTM NBC 13 – Newsroom No. (205) 933-1313, Email wvtm@wvtm.com

WBRC Fox 6 Newsroom (205) 322-6666, Email newstip@wbrc.com

Note: JehJeh Pruitt is still doing his JehJeh Live interviews on site but he is in high demand so get your pitch in early – His email is jpruitt@wbrc.com

ABC 33/40 (Their Good-Day Alabama program at 9 a.m. weekdays does interviews) – Newsroom (205) 403-3340 or (205) 982-3973, email newstip@ABC3340.com

WIAT CBS 42 – Newsroom # (205) 322-4200 or 205-322-4665, Email newsrelease@cbs42.com or info@cbs42.com

3. Keep media Releases short and to the point –

Don’t be long-winded. Media are so stretched for time due to smaller staffs in the newsroom that you will lose them if you send a media release too long. Get to your point up within first 2 or 3 paragraphs

4. Communicate with Your Patrons on Social Media Daily if Possible – It is free publicity

With so few media covering library events and services due to focus on bad news, use Facebook, Twitter, Instagram or other social media channels to tell your story. Make sure you interact with your patrons and encourage them to share on their personal social media pages

5. When writing press releases, make sure to include this information – Who, What, When, Where and Why

Keep it short and simple. Include a link if you have an online blog. Here is an example:

Short intro:

Are You In Need of Health Insurance? Tune into BPL’s Facebook Live Information Session on the Health Insurance Marketplace on March 25. For more information, click here: https://bplolinenews.blogspot.com/2021/03/bpl-hosting-march-25-virtual-talk-on.html

Who: Birmingham Public Library

What: Information Session for Health Insurance Marketplace Special Enrollment Period

When: Thursday March 25, 2021 Time: 12:00–1:00 p.m.

Where: Birmingham Public Library's Facebook page

(Why) Details: Due to disruptions created by COVID-19, the enrollment period for the federal Health Insurance Marketplace has been extended to May 15, 2021. If you would like to learn more about how to navigate the enrollment process, please join us on Facebook Live for an informative virtual event hosted by the Birmingham Public Library. The information session presenters will be Birmingham Public Library staff members and local licensed insurance advisor, Albert McWilliams, Sr. McWilliams has been working as an insurance advisor in Birmingham since 2001. He has been a licensed Health Insurance Marketplace Advisor since 2013

6. As public returns to normal in a post-pandemic world as they get shots, prepare to communicate to patrons that libraries are here to serve them – Be aware there will be a pent-up demand for our services so make sure you are properly staffed Acknowledge the pandemic and its impact on your audience’s daily lives Empathize with your patrons and assure them that you’ll be there for them Discuss changes that the pandemic has brought about in your library and safety precautions put in place to protect public and staff Reassure them of the quality they should expect from doing business with you, and let them know that this won’t be impacted as libraries emerge from the pandemic

7. Review your marketing strategies and do not be afraid to refocus and tweak your PR plan as the public returns to normal activities. 

Thank you to everyone for joining us online.  Next meeting is on Thursday, May 20th at 10 am via Zoom.  I will send out a link closer to time.  If you have more suggestions, questions or ideas to share, please consider joining the Adult Services Roundtable Facebook group and post!