Media publicity

Publicising our role in and service to our community is a vital part of the professional practice of library and information service providers. This year, for the first time, we concentrate each day of LIW2001 on different aspects of our contribution to the Australian community. This thematic approach highlights the issues and services which concern 21st century users of libraries and of information. Public libraries have consistently used this week very effectively to get media attention, but educational, special and business library and information services could also look at ways of promoting themselves in LIW2001. Libraries within media organisations have a unique opportunity to educate their users about the themes of the Week and to promote the value of libraries and information services in general.

ALIA National Office will be sending general information about LIW2001 and library and information services to the national media, but the most effective publicity often comes from individual libraries or ALIA groups. The Barbara Cartland throwing competition in Western Australia and their famous calendars are some examples of the imaginative ways in which our members have successfully gained media attention.

Attracting attention
Activities, personalities and fresh views attract media attention. Information Rights Day, Thank-you Day, National Simultaneous Storytime and Libraries Online Day information in this package of material contain a range of suggestions for activities and for involving a variety of people. Many of these activities have media appeal.

It helps you gain media attention, if you directly involve the media in your LIW2001 activities. Last year, for instance, ALIA's NSW Branch walked across Sydney Harbour Bridge - participants dressed imaginatively to show a positive, fun-loving image of librarians. They invited ABC radio personality Simon Marnie to give the prizes for the best-dressed groups and the event received excellent publicity.

Tips on drafting press statements
There is more to gaining media coverage than sending out a media release, but a media release is nevertheless a must. To be effective it must sell the sizzle - as well as inform about the sausage.

The first sentence and certainly the first paragraph must deliver the news 'hook'. Generalisations or explanations are not suitable for opening statements. A news story must answer the questions who, when, where, why and, sometimes, how and to whom.
Always use the active rather than the passive voice, for example 'Billabong Public Library will open on Sunday afternoons from 21 May', rather than 'There will be an extension of library opening hours on Sundays at Billabong Public Library'.
Ensure that dates, times, places and details for further information (preferably with a named contact person) are included in the press statement.
Include some general information on what kind of library you are, who you serve, the types of services and the innovative programs you offer, library resources, how you use technology, your key statistics, the difference you make. If you wish, include some of the general statistics about library and information services quoted elsewhere in this LIW2001 package.

Tips on targeting your media - and being persistent
Identify your media outlets through Margaret Gee's Australian media guide or other such guides. The guide provides the names of the editors of specific subject matters. It is often a good idea to target the subject editors, especially on more 'meaty' issues. In most other cases the chief of staff decides whether your story will be covered. Decisions are usually taken at a very late stage, and you may need to 'hang-in there' to gain coverage, especially if you target the bigger media. It is a lot easier to get the attention of smaller, local media - they are often desperate for material.

Send the information about your activities and issues to your selected media two or three weeks before LIW2001. Importantly, follow up by phone a week before, especially if your event presents photo opportunities - and then again the day before - and on the day.

Use your local knowledge and networks when identifying your target journalist - you might even contact the librarians in national media for tips about individual staffers that you can target.

To gain television coverage requires visual novelty, colourful events, and sometimes high-profile personalities. The ALIA NSW branch Harbour Bridge walk mentioned above is a good example. The walk was televised as well as radio-broadcasted.

If you want coverage, you may need to develop your event with television in mind - and time the event for before noon if you are to get into the news that evening.

Give the station as much advance notice as you can and follow-up with a phone call to keep up the memento and to clarify arrangements/appointments.

To gain radio coverage, you may need to identify a specific story or angle, and one or more good spokespersons for the station to choose from. You and they would need to be willing to go to the studio when required, unless the station will come to the library for an event.

Local radio is often receptive to interview requests. This year, our themes for each day provide a range of interesting topics.

Print media is the easiest to deal with. If you want pre-event publicity, cultivate your targeted journalists before the event and provide them with material that easily can be adapted - the more work you have done, the more likely it is that you get the coverage you want. Remember, that 'letters to the editor' are surprisingly effective, especially if they come from one of your users or supporters. Radio and print media can both rely on a good press statement and/or a telephone call for a news story and for pre-publicity. Remember to inform the free suburban press and community radio.

Tips on media interviews
If you are interviewed on radio or television be well-prepared with the points you want to make - you may not get much time on air to make them - and with statistics on library usage and services and the characteristics of the population you serve. Ask, before the interview, how much time you will have and what the format is (for example, question and answer). Be prepared to pass smoothly to a new point if you are asked a question which you cannot or will not answer.

In all interviews, but especially on radio and television, be enthusiastic and positive, especially about the contribution libraries are making and will make to the community. However, if asked, comment on specific library needs or resourcing.

Tips on your media kit
The kit of information that you send to the media will include the following:

A press release (some samples follow);
Your LIW2001 program;
Information about participants in the various events (for example, background information about those who will be launching events, biographical information about those who will be thanked on Thank-you Day, information about Edward the emu's author and illustrator, available from http://alia.org.au/advocacy/alw/);
Descriptions of library services supporting information rights or online access for events on those days;
Where possible, include relevant photographs for example, of your library, of people using library services, events in your library;
Highlights of library programs and statistics of use, population served as way of background information about your library and information service.

Sample media releases

The following sample media releases aim to illustrate the tips on how to write a press release specifically for LIW2001. You will find sample media releases from last year's ALW on ALIAnet for reference.

[Sample press statement for Information Rights Day]

Our rights to know

Do Australians have information rights and, if so, what are they and should we have more? Local lawyer Michelle Kirby and editor of The Bay Times Rupert Packer will lead a public discussion on our information rights and needs in Bayview University Library on Monday 14 May at 8:00pm.

Mr Packer will give a week's paid work experience to the student who, in his opinion, writes the best 3000-word news feature on information rights. These events are part of the library's Information Rights Day, the first day of LIW2001, held in 10 000 Australian libraries from 14 to 20 May.

Libraries will use Information Rights Day to focus attention on Australia's information and information literacy policies. Topics range from copyright and censorship to access and cost of telecommunications. A bibliography of articles, books and conference papers on information rights is available from every library. The Australian Library and Information Association organises this week each year to promote all library and information services throughout Australia. On Wednesday 16 May, libraries will thank volunteer groups, politicians and local government for their support.

On Thursday 17 May, school and public libraries will bring together 3-8 year old children to listen to Edward the emu by Sheena Knowles and Rod Clement in a national simultaneous storytime, starting at 2:00pm AEST. HarperCollins and Dymocks are co-sponsors and the book is available from Dymocks book stores at 10 per cent discount on production of a Storytime bookmark from your local library.

Libraries Online Day on Friday 19 May will offer a range of online training and activities for people of all ages.

For information about the Bayview University Library information rights discussion, please contact Mary Gilmore, Bayview University Library, Bayview, ph 01 1770 1788. For information about LIW2001, please contact ALIA National Office, PO Box 6335 Kingston 2604, alw@alia.org.au.nospam (please remove '.nospam' from address) ph 02 6215 8200.

[Sample press statement for Thank-you Day]

Library says thank-you with haggis

Salt herrings, croissants, haggis and sheep's eyes will be on the 'breakfast of nations' menu when the mayor of Kingston Humphrey Bear opens the new $1 million multicultural service at Kingston Public Library on Wednesday 16 May at 7:00am.

The service involves print collections and website help in 47 languages for nationalities in the council area. The service is responding to the information needs of a growing number of new settlers in the area.

'We have volunteers fluent in all our community languages who will help library users with print and online needs on Fridays and Saturdays,' Kingston librarian Betty Midler says.

The mayor, local councillors, the Friends of Kingston Library and representatives from community groups helped fund and develop the program and are guests at the Library's first Thank-you Day, on which Australian libraries are thanking their supporters and benefactors.

The library will highlight all its services on Information Rights Day, Monday 14 May and Libraries Online Day Friday 18 May and will join in the National Simultaneous Storytime at 2:00pm on Thursday 17 May. These activities are part of LIW2001, held by the Australian Library and Information Association across Australia to promote the value of libraries and their information specialist staff.

For the opportunity to photograph the Mayor and others eating sheep's eyes for breakfast, or for any information about this event or about Kingston Library, please contact Betty Midler at Kingston Library, telephone 09 6666 7777. For information about LIW2001, please contact ustralian Library and Information Association, PO Box 6335 Kingston 2604, alw@alia.org.au.nospam (please remove '.nospam' from address) phone 02 6215 8200.

[Sample press statement for National Simultaneous Storytime]

National storytime

[insert details of your school or library] will join more than a quarter of a million Australian children from Broome to Hobart to listen to the tale of Edward the emu on Thursday 17 May at 2:00pm AEST [insert your local time in bold], Australia's simultaneous storytime, promoting libraries, books and reading.

[Insert details of who is reading the story in your library or bookshop and why you have chosen them, any people of note attending the event, dressing-up or related colourful activities.]

Australian author Sheena Knowles created Edward, a hero, captivatingly drawn by Rod Clement, who yearns for popularity by imitating other animals. HarperCollins, the publisher, has provided a special discount for libraries who order the book directly from them. Dymocks Booksellers are participating in the storytime reading at the same time as libraries and schools and offer a ten per cent discount to anyone who buys the book in May, at the presentation of a Storytime promotional bookmark (available from participating libraries).

The event is part of LIW2001, organised by the Australian Library and Information Association, to promote the value of reading and literacy, the importance of Australia's book industry and the role of libraries. For information about the local event, contact ...

For information about LIW2001 in general and the theme days on Information Rights Day, Thank-you Day, and Libraries Online Day, or more information on the National Simultaneous Storytime, contact Australian Library and Information Association, PO Box 6335 Kingston 2604, alw@alia.org.au.nospam (please remove '.nospam' from address) phone 02 6215 8200.

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