Create a Public Relations Plan and Design Public Relations Material
The importance of public relations cannot be overemphasized. A public relations program is more than just publicity. It involves choosing one or two important messages and then designing a systematic program to carry the message(s) to the public. The way that the message is conveyed is vital. Brochures, newspaper articles, etc. are essential, but it is also important to make many personal contacts.
Library board members must participate in the public relations work for the new district. Board members must show their support for the new district by speaking out to individuals and to groups.
Repetition of the message is vital. Everyone speaking for the districting effort needs to say the same thing. Use the same slogan and graphics repeatedly in brochures and other media, so that the message becomes identifiable in the public mind.
Make the message a part of well attended community events that relate to community pride. Plan to make the districting effort visible at such activities as county fairs, parades, and other special community events.
Endorsements by both groups and individuals are vital. Groups that work with children, such as 4-H, Girl and Boy Scouts, are likely to endorse efforts to improve library services. Other groups like PTO's, school boards, etc. that emphasize community involvement and education are likely to be supportive. Seek out prominent community leaders for endorsements. Use the list of supportive contacts and groups that you developed in the assessment phase. Some groups may be willing to either pay for advertisements announcing their endorsements, or to write a letter to the editor announcing their support. Develop a schedule for seeking and releasing news of endorsements throughout the districting project.
Assure that public relations are carried out in a systematic and effective way by developing and implementing a public relations plan. Ideally, a public relations professional should do the plan.
Include the following items in the public relations plan:
- Message(s) that will be emphasized in the public relations campaign
- Slogan(s) that will carry the message
- Graphics that will carry the message
- Brochures that will carry the message
- Calendar of events and activities that will carry the message
- Lists of local media outlets, including contact persons that will be informed of districting activities.
- Community organizations that will be contacted
- Methods for soliciting and publicizing endorsements for creating a library district
- Training program for spokespersons (particularly board members) to speak for the districting project. Please contact Montana State Library staff and/or other districts for assistance with this piece of the project. They will be able to share sample materials, tips, and ideas.
[Refer to Public Relations Plan]
ASPeN: The New Library Directory
- Home
- Introduction To Public Library Districts
- What Are Districts?
- Pros And Cons Of Library Districts
- Difference Between Library Districts And Other Types Of Libraries
- Who To Contact For Help?
- Exploring Library Districts and Gauging Support for a District Effort
- Research The Districting Option
- Decide on Whether or Not to Create A Committee To Explore District Option
- Decide on Boundaries and Name of the District
- Decide on Services the District Might Offer
- Create a Budget for the District
- Determine the Amount of Mills You Will Need Levied
- Talk to Local Government Officials
- Talk to Library Supporters
- Decide Whether or Not to Move Forward With the District Option
- Exploring Library Districts Checklist
- Forming a District Group - The Role of Local Government Officials and the New Board
- Create an Official District Planning Group/Committee
- Coordinating Local Government Efforts
- The New Board of Trustees
- Forming a District Group Checklist
- Special Considerations
- Planning for Facilities
- Funding For The First Year
- Accounting, Legal, Maintenance Costs
- Transfer Of Staff And Benefits
- Special Considerations Checklist
- Pursuing the District: Legal Options For Forming A District
- Option 1: County Commissioners Pass a Resolution Putting the Library District Issue on the Ballot
- Option 2: Create the district through a petition process and then a resolution by the County Commissioners
- Develop A Map And Description Of The Boundaries Of The New District
- Decide Upon The Maximum Mill Levy That You Want For The District
- Decide On The Number Of Board Members
- Decide On When You Want To Hold The Election
- Draft The Petition
- Circulate The Petitions And Supporting Materials
- The Hearing With The County Commissioners
- Legal Options Checklist
- Election Process
- Create an Election Committee
- Create an Election Calendar
- Create a Public Relations Plan and Design Public Relations Material
- Present Your Idea to the Community
- Get Out the Vote on Election Day
- Conducting the Election
- Results Certification, Canvassing, and the Creation Order
- Election Process Checklist
- Outcomes Of The Effort
- Success
- Election Fails
- Appendices