图书馆的公共关系活动 Library Public Relations 主讲人:宋曼玲 美国加州佛利蒙市图书馆前任馆长

公共关系 Public Relations The business of inducing the public to have understanding for and goodwill toward a person, firm, or institution 促进对一个机构的了解与好感

图书馆公关 Library Public Relations Communications between the library and library customers 图书馆与顾客的沟通 Introduce and promote library services and resources 介绍推进图书馆资源与服务 Position Library as community’s educational and cultural center 巩固图书馆为社区文化教育中心的地位

图书馆公关 Library Public Relations Raise awareness of Library’s achievement and contribution to the community 民众知晓图书馆的成就与贡献 Generate funding and political support in the community 增加民众在政治和经费上支持图书馆 Collect information for service evaluation and budget allocation 收集服务审讨及经费运用资料 Forestall bad news 预防负面公关情况

图书馆形象 Library Image and PR 图书馆网站 Library’s web page 员工服务态度 Staff interaction with customers 建筑 Building 馆藏 Collection 政策规条 Policies and regulations 活动节目 Programming 特殊的公关活动 Specific PR activities

图书馆网站 Library’s web page 第一印象 First impression 友好 Welcoming ，User friendly 容易使用 Easy to navigate 合时正确 Up-to-date

图书馆员工 Staff 每位员工都代表图书馆 Represents the library 面对面，在电话，网路上交往都以顾客为中心 Customer-centered in person, on the telephone, on the web 胜任负责 Competent 了解文化差异 Culturally sensitive

图书馆建筑 Building 美观实用 Functional, aesthetic 设计合理 Design and layout 标志明显 Signage 看书作功课的地方 Study area 青少年中心 Teen center 儿童部门 Children’s room 电脑中心 Computer center 会议厅 Meeting room 展览场地 Display area 家俱 Furnishing

馆藏 Collections 畅销品或古典名着 Popular or classics 电子资源，印刷品，非 印刷品 Balance of digital, print, and non-print materials 合适一直流动改变的社会需求 Needs of a changing community 外语及不同文化的资源 Language and culture specific collection 旧书淘汰与资源管理 Weeding and maintenance

政策与规条 Policies and regulations 定时检查修正 Updated regularly 用字深入简出 Easy to understand 便利员工处理困难情况时使用 Easy to use when dealing with emergency and problem patrons

活动节目 Programming 促进提倡读书乐 Promote the joy of reading and literacy for all ages 介绍推进图书馆资源与服务 Introduce library resources and services 吸引新顾客 Attract new customers 利用艺术，音乐，保健，理财，教育 活动节目来团结社区 Build community with art, music, health, business, educational forums 建立伙伴的良机 Best opportunity for partnership building

特殊公关活动 Specific PR activities 宣传资料 PR materials (brochures, banners, bookmarks, media package, etc.) 儿童故事时间，培训班 Story time/ Workshops/ Training 音乐会，电影欣赏会 Concerts, movies 读书会和节庆 Book clubs and festivals 筹款大会 Fundraising event 社区庆典活动，游行 Community events, parades 图书馆立法日 Library Legislative Day

特殊公关活动 – 游行 PR Activities – book truck drill

筹划 Planning 上级支持 Administrative commitment 经费充足 Sufficient budget 沟通管道明显 Transparent communication channel 员工合作 Staff buy-in and commitment 内部评估 Internal Assessment 收集资料 Collect qualitative and quantitative data

筹划 Planning 有效策略 Effective strategies 顾客为主 Customer centered 活动节目满足顾客需要 Develop messages and programs based on needs assessment 应用新技术 Use new technology; Web, Facebook 推销计划 Marketing Plan 与社区民间机构团体合作 Partnerships with groups, agencies, schools

行动计划 Action Plan 计划步骤 Structure a process 选择目标 Identify a unique need 成立小组 Form a committee 订立实际目标 Set clear reachable goals and measurable objectives 建立明确信息 Construct key messages 鼓励全体员工参与 Involve all staff to increase ownership and learning 不断支持与检讨 Ongoing commitment and evaluation

公共关系活动负责人 Who will do it 馆长及行政主管 Director and administrators 公关部主任发言人 Director of public relations and designated spokesperson 指定的职员 Assigned staff (Children’s, YA, ADA, Senior, Minority Services) 图书馆委员会委员，执事，图书馆之友Commissioners, Trustees, Friends 志愿者义工 Volunteers 人人有份 Everybody

团队 Team Approach 成立小组 Form a PR Committee 分工合作 Division of labor 指定职员与固定社区团体保持联系 Assign staff liaison to specific groups for networking 建立正式和定时沟通管道 Establish formal, regular communication with groups, organizations 与社区团体在馆藏资源发展，职员培训，行动节目，和网路出版方面合作 Cooperate with organizations in collection development, staff training, programming, and publishing

统计资料 Data 人口调查资料 Demographics 校区学生资料报告 School district reports, 大学课程表 College course work, 图书馆资源借出统计 Circulation Statistics 民调 Surveys 图书馆资源使用调查 User Patterns

资源 Resources 财力 Funding for personnel, programs, supplies 人材 Expertise and ability of staff and volunteers 馆内馆外良好合作关系 Partnerships, Cooperation and Support from both inside and outside of library

伙伴 Allies and Partners 政府机构民间团体领袖 Leaders of government, community groups 图书馆委员会及基金会委员 Library Board and Foundation members 图书馆之友 Friends of Library 图书馆 义工 Library volunteers 社区非营利公益团体 Community non-profit organizations

伙伴 Allies and Partners 各种族裔组成的民间团体 Ethnic groups 大中小及成人学校 Schools 商会 Chamber of Commerce 医院及卫生组织 Hospitals and Health Organizations 文化艺术团体 Arts and cultural groups 宗教团体 Religious groups

伙伴的益处 Benefits of partnership 人力 Manpower 财力 Financial support 特长 Expertise 融入社会团体 Community participation and engagement 增加新发展机会 Opening a new window of opportunity 良好的摄影机会 Photo ops

主要價值当品牌 Core values as branding Alameda County Library Core Values - Accessibility, Community involvement, Customer service, Diversity, Excellent library collections, Friendly, comfortable libraries, Intellectual freedom, Library staff and volunteers 主要價值 – 方便﹐溶入社區﹐顧客服務﹐多元性﹐最好的館藏﹐友善﹐舒適﹐求知自由﹐員工和義工。

佛利蒙青少年 教耆英電腦 Intergenerational Program {本報記者周佛利蒙報導】身處資訊時代，許多耆英都希望學習一些基本的電腦使用技能，但是子女又往往沒有時間教他們。佛利蒙圖書館在今年暑期推出青少年與耆英互動項目，由高中學生幫助耆英學習使用電腦。主辦單位表示，透過這一項目，既可使得耆英掌握基本的電腦使用技能，又可使青少年獲得社會服務經驗，還可增強他們的人際交流能力。 佛利蒙圖書館館長宋曼玲 (Angela Yang)14日表示，這一由阿拉米達縣圖書館主導的青少年與耆英互動項目，已經被美國圖書館協會評選為五個獲獎項目之一，將在2008年於南加州舉行的美國圖書館協會大會上接受頒獎。 Example – mutigenerational program

鼓勵更多長者做義工 (文/記者鄭琳嘯) 由菲蒙市人文部門和「三連市耆英聯盟」合作在今年二月舉辦了一場研討會，請來本地社區、縣政府和醫療機構的代表，共商如何鼓勵更多50歲以上的人士參與成為義工，全天的探討活動還特別關注了不同族裔對於義工工作的參與。 　 來自菲蒙圖書館的館長宋曼玲從組織華裔義工的角度也談了她的經驗，該圖書館在不同的活動中獲得了不少義工的投入。 ( ( Community Activity Participation

Multicultural program

FUSD Afternoon Tea to welcome new teachers to the district

New FUSD teacher training session

Partnership with community groups

立法机构拜访日 Legislative Day 拜会 Visit and Networking 报告并希望影响立法 Provide input to influence policy making 宣传 Public Relations 争取支援 Advocate for support

加州图书馆学会州议会拜访日California Library Legislative Day http://www.cla-net.org/displaycommon.cfm?an=6

参加者 CLA Legislative Day 社区领袖 Community leaders 图书馆委员会委员 Library Commissioners 图书馆图书馆之友 Friends of Library 关心图书馆的居民 Concerned citizens of all ages 图书馆员工 Staff

准备 CLA Legislative Day 有组织 Coordinated Visit 有目的 Key Messages 有准备 Well rehearsed presentation 资料健全 PR package 有好故事 Good stories

加州图书馆学会州议会拜访日 CLA Legislative Day Recent Accomplishments 最近的成就 In the last three State Budget cycles (2010, 2009, and 2008), CLA prevented reductions in both PLF and TBR 防止 PLF (公共图书馆基金) 和 TBR (馆际互借补 助) 经费受裁减 In 2008, CLA defeated a proposal to eliminate all literacy funding from the state program 击败一项要终止扫除文盲活动经费的建案 PLF (Public Library Fund), The funds assure the availability to every resident of the state an adequate level of public library service regardless of the taxable wealth of the local jurisdiction providing the service. Funds are appropriated annually in the State budget to support the program. Localities may use the funds freely 。 TBR (Transaction Based Reimbursement) – Direct Loan, Interlibrary Loan

未来面临的挑战 Future Challenges 科技发展飞速 Keeping up with rapid technology development 社区变化与用户变化速度太快 Rapid change of community and user demand 资金缺乏 Lack of funding 员工培训 Staff training and continuing education

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