il000122.html - Illinois Library Public Relations at Its Best

Illinois Library Public Relations at Its Best

Jim Bradley

Submitting a sample of the library's best public relations efforts during the past year was one of the criteria for Illinois public libraries to qualify for a FY2000 per capita grant. A total of 626 applications were received by the Illinois State Library/Office of the Secretary State.

Twenty-three of the public relations efforts are highlighted in this article. With no right or wrong way to do public relations, the Illinois State Library chose to select examples that showcased good design, unusual approach, successful results, community involvement and originality. The examples are not ranked since this was not a contest.

The entire exercise was an opportunity to share with all public libraries some samples of variety, unique qualities and method of approach. It was soon discovered that when you look at a group as large as 626, you see a pattern of sameness, and because of that, those who put in the extra effort, stood out even more. A few good ideas were disqualified because they did not cover the proper time period as they ran from two to five years old. Library histories and newsletters were not considered. The reasoning was, every library has landmark anniversaries and most libraries have newsletters, or at least fliers about activities.

There were other examples of good public relations that were not specifically singled out, but should be mentioned here, if for no other reason than to give public libraries some ideas. A few small towns obviously had good working relationships with the local bank. In at least one, flyers on local activities were included with the bank customer's monthly checking statements. Another library shared billing on the bank "time and temperature" sign. In other locations, local merchants provided a free cola or sandwich if a school age youth presented the merchant with a current library card.

What follows are the 23 libraries selected that have the most striking examples of good public relations — the sort of thing that immediately gets your attention. The samples are listed alphabetically by community, followed by the name of the regional member system, a brief explanation of each public relations idea and why it was selected. To all Illinois public libraries, congratulations to all on a job well done. Keep up the important work of promoting libraries to your patrons and communities!

Addison Public Library (DuPage Library System).

The library created an Outdoor Reading Room with a large bronze sculpture entitled "A Book for Everyone" as a centerpiece. Six feet tall, the sculpture depicts a young boy reading while sitting atop a huge pile of books. The library promoted the idea of patrons purchasing commemorative bricks that are placed around the base of the statute. Four by eight inch and eight by eight-inch brick 'pavers' were sold for $50 and $100 each to the public and, $160 each for business sponsors. Tables and benches surround the sculpture. Patrons looking for a relaxing, outdoor spot to settle into a good book don't have to look far. It was also promoted as a tax-deductible gift to a non-profit institution with a lot of community involvement. All donors were sent invitations to the dedication ceremonies. It was a selection as a unique fundraising idea combined with community involvement and civic pride.

Annawan-Alba Township Library (River Bend Library System)

A summer reading program is nothing unique, but it was obvious the librarians in this tiny community of less than 850 people in northwestern Illinois went the extra mile to create "Time Trek Readers." The program pamphlets and the application in particular, catch the reader's eye. The application attachment is on a bright orange sheet with a personal appeal stating, in essence, that the library staff go to great lengths to organize summer reading programs for children. Because of this, it asks parents to take some extra effort in reading and filling out the application. Everybody gets unso-

* Jim Bradley, Public Information Specialist, Library Development Group, Illinois State Library, Springfield.

licited mail, but this piece of information not only jumps out at you; it almost makes you feel guilty if you don't take serious notice. The librarians created a colorful time capsule in the children's area of the library. When entering the capsule, which is an elaborately decorated dressing room, children were able to don any period suit they wanted, such as 18th century pirate, or 20th century astronaut and many others. The program was promoted not only as a youth reading initiative, but also as a worthwhile summer activity in a small town with few recreational options for children. The program attracted large groups of children and the settings were just as elaborate as were those in libraries with much larger service areas. The sample was selected for innovative design and successful results.

Arlington Heights Memorial Library, North Suburban Library System

A fundraiser's "how to," this program shows the need for community involvement by libraries and how to work with existing network sources and how to cultivate new ones. It demonstrates how the local Chamber of Commerce is not the exclusive province of the business community. It takes more than a phone call or a knock on the door, but that is where a library's relationship with much of the local business community can begin. The project was promoted with the slogan, "Kids Who Read, Succeed," with a direct contact by the library to local businesses. Two banks, a car dealer and a corporation combined to donate $10,000 for a summer reading program and 2,500 paperbacks. The library promoted the concept with the appeal that the youth summer reading program over the years was expanding so rapidly; the library was unable to adequately budget for books and prizes. The library-compiled statistics that showed 86 percent of all Arlington Heights youth, aged preschool to 14, are cardholders. This is a selection to highlight community involvement and unusual approach.

Argenta-Oreana Public Library District (Rolling Prairie Library System)

This library created a Youth Advisory Council as a new voice for teens. The group meets monthly to discuss how the library can meet the needs of teens. However, the Council has grown into everything from a source for baby sitters to representing the library in the school homecoming parade, other parades and local events. The idea was promoted with the librarian creating a Young Adult Survey. Among some of the questions the survey included was, "do you use the library, and if so how? Do you use it primarily for homework or books to read for fun, or just hanging out," and so forth. "What would make the library a better place for teens?" This library made a conscious promotional effort to seek out what was on the minds of a specialized segment of the local population. It was a selection because the idea is an excellent example of a library doing all it can to include a segment of society that often feels disconnected from adults and libraries.

Ashland Public Library District (Alliance Library System)

This was a selection to showcase another busy library with lots of programs, in a small service area of less than 10,000 people. Still, it has nearly six reading programs and book discussion groups. As just one example, it has a three-month reading tournament from high school to adults that is always popular and filled. The community northwest of Springfield has an excellent record of drawing youth. It promotes children's programs primarily through C.E.C.I.L. the lion. Cecil stands for Children Early Childhood In Libraries. Cecil the puppet Lion doesn't roar, he teaches and promotes early childhood reading. He even eats, sleeps and gets his mail at the library. Although federal funding ran out for this program in May 1998, the library continues it to this day. The librarian, Debbie Aggertt, said she sees a noticeable increase in children coming into the library over the past few years that she attributes mostly to the popularity of Cecil, especially when he travels from school to school promoting reading. The library has its own promotional ambassador in Cecil, a minimal expense item that any library could adapt.

Barrington Public Library District (North Suburban Library System)

This is another summer reading program that excels. The "Buggy for Books" initiative obviously went all out to attract kids. The library staff went into a lot of detail, featuring huge, fake bugs hanging from ceilings and cobwebs throughout the library. It was all very colorful. Prizes and certificates were awarded, as well as, a pizza party featuring a horror movie. An area newspaper carried an extensive article on the program. The library promoted the program with colorful fliers including the "Read to Me Club" for babies through entering 1st grade; "Reading Hive Club," grades 2-3; "Reading Web," grades 4-5, and a Middle School Reading Club, grades 6-8. For each book read, a student was eligible for a weekly prize drawing. Another reading program for teens included well-known story-tellers. The Middle School Program mixed up the reading program by including some variety by staging a

cardboard boat regatta, an interactive mystery night and creation of a Webwatchers Club. It was a selection highlighting originality of design and variety of programs.

Bloomingdale Public Library, DuPage Library System

If 'freebies' bring people into the library, then Bloomingdale Public Library has to have youth market cornered. Public relations samples included no less than a large shopping bag with the library logo and slogan, complete with drawstring. It contained a Frisbee, a back pack stuffed with a coloring book, a 'time trek' readers kit, pencil box, bike light, pen light, key chain, waterproof money container, erasable noteboard, plastic water container, star bubble pen, zipper pulls, sprint flyers, custom reading logs and a mouse pad. In addition, wooden nickels were distributed to all children in schools to bring into the library that were good for a prize. This was a selection to showcase community involvement and originality. The library promoted their activities with these 'giveaways' and enticed a local shopping mall to split printing costs for the promotional campaign. Many local businesses carried the promotional pieces in their display areas. It is obvious not every library in the state can afford this elaborate array of giveaways. However, many could afford one or two of the items listed and an attempt to get one or more local merchants involved might surprise you. It's not only good public relations for the library; it's good public relations for the merchant. There does not always have to be a cost involved.

Bradley Public Library District (Heritage Trail Library System)

In an effort to promote local art and artists, the library during National Library Week last spring sponsored "The Design-A-Calendar" contest. The entry was picked for its uniqueness. The contest included three separate age groups ranging from K-7th grade. Children were asked to design a scene appropriate calendar, one scene for each month, featuring Earth Day topics such as recycling. The calendar ran from April 1999-April 2000. Children were urged to pick their own theme appropriate months. Dates were entered on the calendar for such holidays as Labor Day and so forth. A retired newspaper illustrator from nearby Kankakee presented art and drawing presentations to children and other library patrons. Prizes and a grand prizewinner brought many people to the library. About 50 children participated in "Design-A-Calendar." It was promoted by the library as something unique, something that stresses originality by participants.

Champaign Public Library (Lincoln Trail Libraries System)

The barn exhibit, "Barn Again! Celebrating an American Icon." A Smithsonian Traveling Exhibition, it was hosted by the library from February 21- April 18, 1999. It was a selection because the library produced a brochure featuring unique barns of Champaign County that included a map giving directions and locations of each barn on the list. In addition, the Champaign County Farm Bureau arranged a bus tour of the barns on the list that was so successful, a second tour was organized. On the bus tours, participants could meet barn owners, go inside and leam some of the history of these structures that are a unique piece of American agriculture and architecture. A farmer from Quincy loaned the library a scale model of a round barn in Adams County, featuring a regular model and a cut-away. It was a huge attraction to both city dwellers and farmers alike. Library Director George Scheetz said, "I never saw so many seed corn caps in my life." The library promoted not only the Smithsonian barn exhibit, but also their own library by piggybacking an area tour in conjunction with the traveling exhibit. The exhibit was chosen as an excellent example of a local promotional effort capitalizing on the drawing power of a nationally recognized institution and as something any library can do when, and if, traveling exhibits present themselves.

Dixon Public Library (Northern Illinois Library System)

No other library anywhere near its size had the coverage this library received from the local newspaper. A total of 91 articles, about one every four days, appeared about an event or newsworthy activity at the library. In addition, the library was featured on six-minute and 30-minute segments on two local radio stations at various times throughout the year. It is obvious the staff of this library knows how to approach the media and deliver their message in both newspaper and radio style because, no media outlet will take the time to rewrite an out-of-house promotional piece. Daily newspapers receive on average, more than 100 individual press releases a day. They can pick and choose, and do. This library could be said to be promoting itself through the sheer force of its public relations know-how.

Dongola Public Library District (Shawnee Library System)

A colorful, nicely done and informative referendum promotion piece was featured. The package contained a bright red, 'please vote' lapel or button hole clip-on,

and a fact sheet of what it will cost and what you will get if the referendum passes. It did! Ads appeared in the local newspaper that asked residents to bring in their latest property tax bill and library staff and others would actually calculate how much the referendum would cost each resident down to the last dollar. It was also noted that the librarian has a good working relationship with the local media and has her own bylined column. At least one other library did a referendum piece, but Dongola had the nicest overall package.

Downers Grove Public Library (Suburban Library System)

A unique fundraising campaign was called "The Garden Walk", to raise money for art for a new facility. People were invited to write a check for a brick in their name to be placed in the walkway. They could inscribe their name, children's name, parents, or a quote. Some used famous quotes out of favorite books and one thanked the children's librarian for guidance when the donor was a child. This excellent example of community involvement has to date raised $96,000. There was more than one library that used this approach to fundraising, but Downers Grove had the best twist on the idea, as well as, the best financial outcome. The library promoted the fundraiser with an appeal to community civic pride. It was selected for community involvement and successful results.

Frankfort Public Library District (Suburban Library System)

This library created a prairie. That's right, a three-acre prairie right off the library parking lot. The library shares adjacent property with a neighboring church and when the pastor of the church was asked if he wanted to participate, he thought it was a great idea too. The city provides mulch and donations provided 3,100 "prairie plugs", most of them flowers. The idea came about, not only for enjoyment by library patrons and the community, but also to teach people the need to preserve open space. When the project is fully in place, monthly tours will be conducted, accordingto one Board member. The library promotion was successful because it saw a growing awareness by the public with environmental concerns. It was an originality and community involvement selection.

Geneva Public Library District (DuPage Library System)

The Reference Department at this library decided to enter the local level of an American Library Association, (ALA) sponsored photo contest. The essence of the contest was an effort to capture the spirit of the library, demonstrate the best of what the library has to offer, or how the library makes a difference. The library received good community support, both from the local media (front-page newspaper coverage) and merchants. First prize was $100 in merchandise, second was $75 and third place was $50. The winner in the adult division shows a young girl reading. The lighting is something right out of an Ansel Adams photo. This was a successful promotion because the staff saw a need to expand the public's concept of the library as something more than just a repository of books, magazines, tapes and computers. It was an originality selection.

Hecker Public Library (Shawnee Library System)

This was perhaps the most striking example of how you don't have to be big to be creative. The population of Hecker is 534. The library created a bookmark in the form of a personal ad. "Hi, my name is Mike and I'd like to settle down with a good book. (I like all types). I am tall, slender, adaptable, and easy to please, dependable, reliable and know my place. Just ask Madame B ovary, Little Red Riding Hood, Jane Eyre or Rebecca of Sunnybrook Farm. They loved me and you will too. I can be picked up at the library." Yes, it is only a bookmark, but it is a bookmark with an angle that everyone can relate to. It stands out as a very original promotional piece that people will remember. This was an originality selection.

Highland Park Public Library (North Suburban Library System)

The "Books that Matter" project was a selection because of the amount of community involvement. The library requested patrons and citizens to help the library compile a millennium book list. Both children and adults cast a total of 2,700 ballots. Most entries had multiple selections, which drove up the total to approximately 4,200 titles. "Books that Matter, a Gift to the new Millennium for the residents of Highland Park" will be published in early 2000. It is a compilation of favorites and what many in the community considered to be among the classics. The library also promoted the effort as an exercise in civic pride.

Kaneville Public Library District (DuPage Library System)

The "Cash for Classics" program was the brainchild of a local businessman and library supporter who offered to pay local students $10 each to read a 'classic' novel. Some students read up to five books for

$50. Asked how he could tell if a child read a book, Library Director Wendell Johnson said, "if the kid came in alone, I'd ask him or her what the book was about, but usually Mom drug the kid in and assured one of us the student had actually read it. If you can't believe Mom, who can you believe?" The library promoted the project as a student reading initiative.

Orland Park Public Library (Suburban Library System)

The "Sea Quest" Reading Program is not original but it was selected to show the extent of involvement by the local business community. Based on the concept of a treasure hunt, children were directed to various businesses for the next clue in their search, which in turn led them to the next business. The extent of cooperation was very pleasing to the Children's Librarian who said businesses gave those who went to their place of business for a clue, coupons for movie tickets and movie tapes among many others. Sometimes a child would receive a treat, such as a soft drink in addition to coupons and clues. "The local businesses were very cooperative and generous," she said. A total of 375 5th through 8th graders signed up, with 138 finishing the program. She said that was a little above average for the age group.

Park Ridge Public Library (North Suburban Library System)

This is a library that put together an entire package of helpful hints for the Christmas/Hanukkah/Kwanzaa season. The package includes a four-fold brochure of web sites and call numbers for a variety of holiday ideas; a 12-page pamphlet on gifts for readers and, instructions on how to make snowflakes and other Christmas decorations. It also included a flier for a holiday open house that invited participants to make ornaments for the Children's Department Christmas tree. Any library can do a scaled-down version of these activities during the holiday season. It is an original idea and community participation selection.

Plainfield Public Library District (Heritage Trail Library System)

This idea jumped off the page at us. "Murder at the Library Board Meeting!" Written by Board President Dave Shepherd, this is the library's annual audience-participation, murder mystery dinner party. The audience is given clues during the performance and other clues are scattered throughout the library. Some board members have names right out of a Damon Runyon play including, Willie Slick, Guy Incharge, Mina Strator, Rita Book and Vera Clean. It was a selection for originality and community involvement. The library does four shows on three consecutive nights. The library can accommodate 60 people per showing. According to Library Director Barbara Pitney, "the people start lining up at seven in the morning for tickets. We don't even open until 9 a.m. At one ticket sale, we were sold out in nine minutes," she said.

Poplar Creek Public Library District, Streamwood (DuPage Library System)

The "Fines for Food" started out as a means for patrons to clear fines by donating non-perishable food items. It began in 1995 as a once-a-year drive that has now gone twice yearly, spring and fall. According to Administrative Librarian Patricia M. Hogan, in November 1998, the library cleared $2,400 in fines on 2,600 items and in the spring 1999 drive, they cleared $3,500 in fines on 4,100 items. An equal or larger value in food items took the place of fines. "Sometimes," Hogan said, " people will in come and say,'I don't have any fines, but there was a sale at Domincks, and here's three bags of pasta.' I think that says something about the community and the library," Hogan said. All donations go to a local food pantry. This is a combination unique idea and community involvement winner.

Rochester Public Library District (Rolling Prairie Library System)

The "Cabin Fever Club", a winter reading club for adults was another example of how you don't have to be big to be creative. Rochester is a suburb of Springfield with a population of less than 3,000 people. The "Cabin Fever Club" promotional packet begins, "You're stuck in a cabin, and you want out. But you have to read your way through each room to escape." For example, to escape the kitchen, the library suggests reading a cookbook and trying a new recipe. Another suggests reading a culinary mystery. The library promoted the program with a selection of flyers in a winter, 'cabin fever' theme. This was a selection for originality.

Elizabeth Titus Memorial Library, Sullivan (Rolling Prairie Library System)

"The Homework Center" was inspired by parents, but made possible by the untiring efforts of librarian Colleen Mitchell. The idea grew out of a familiar dilemma faced by students, especially younger ones. You've got a report or homework due, and you left your textbook at the school overnight or the weekend.

The librarian talked to the School Board. They were reluctant at first, but she persisted. Eventually the Board saw the wisdom of the idea. Now the "Homework Center" has its own shelving area. The school district now provides copies of every subject text from grades 1-8. The copies cannot be checked-out, but the area is in constant use, according to Mitchell. She also added, "sometimes the school district needs an extra textbook, guess who they come to?" This is a selection for student involvement. The librarian in this case also went that extra mile in promoting children's learning by convincing the local school board the best interests of the student is served by providing this service.