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You never stop marketing
Monitor
Build
Outreach
Evaluate
News & Info
Newspaper
Cable TV
Radio
Website/Blogs
Events
Social media
BuildWho’s on your team?
Spokesperson
Form your message
Test
Develop tools
Staff training/onboard
What do you want people to do?
Writing, speaking, graphics, social media, and connecting
Don’t put all your eggs in one basket
Monitor
Build
Outreach
Evaluate
1. All about them2. Hearts then minds3. Make it simple4. Make it quick5. Make it yours6. All senses7. Repeat, repeat, and oh yeah, repeat8. Test it out
Forming your message & creating identity
“When a dog bites a man no one cares. When the man bites back--
now that’s a news story.”
NEWSWORTHY?
Timing Impact/Significance Proximity
Prominence
Human Interest
Conflict
Unusual
Olympic Silver Medalist Adopts a Family of Stray Dogs he found in Sochi
• Swansea library cat causes controversy• More than just books: Arizona libraries add public
health nurses• New broadband network launched in Otis, will serve
central and western Mass.• Project aims to let libraries share e-books FIGHTING 'DIGITAL LOCKOUT'• Salisbury votes to build new library• Springfield City Councilor Tim Allen named Library
Advocate of the Year• Libraries are a tech and reading hub• Amazon vs. your public library• Abandoned Walmart is Now America’s Largest Library• East Longmeadow Public Library offers weekly reading
for children with Bright Spot therapy dogs• Seeing their way to new skills
Library Headlines
“My biggest fear is that we’ll end up on the Jon Stewart Show”
Don’t give your personal opinion
Don’t just say “No Comment”
Don’t answer inappropriate questions
Don’t drop everythingDon’t use negativesDon’t use always and
neverDon’t overwhelm with
informationDon’t go “off the record”Don’t use sarcasm or
humorDon’t be defensive
The “don'ts” of media interactions
Use bridging statements to get back to your message
Stay within your field of knowledgeRecognize your emotionsMake sure there is consistency in the
messageIt’s OK to say “I don’t know”Follow-up with information in writingHave a strong finish
The do’s of media interactions
Public speaking is the number one fear in America
Remember Billy Joel
Get off to a good start
Finish Strong
Everyday
Celeste Bruno Communications Specialist
Massachusetts Board of Library [email protected]
617-725-1860 X208
