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Volume
3, Issue 2 (Summer 2019)
Putting the Audience in Charge of the Message: Assessment of Student-Generated Public Relations Campaigns in an Academic Library
April Hines, Journalism and Mass Communications Librarian, University of Florida
Rachel Elrod, Head, Education Library, University of Florida
Hélène Huet, European Studies Librarian, University of Florida
Stacey Ewing, Associate University Librarian, University of Florida
Leilani Freund, University Librarian, University of Florida
Marketing
Libraries Journal, volume 3, issue 2, pages 64-78.
Download PDF
Abstract: This
article analyzes the effectiveness of an academic library’s public
relations (PR) strategies designed to promote librarians and library
services to students. One of the core issues librarians face is that
many students do not necessarily know what services the library offers
or what librarians do and how they can help. To remedy this problem,
librarians at the University of Florida collaborated with students from
a PR class to devise strategies to better promote the services offered
by the libraries as well as the libraries’ subject specialists.
Following this collaboration, the group implemented some of the
recommended marketing strategies and assessed whether these methods
resonated with students and/or changed their perceptions of librarians
and libraries. Using a mixed methods approach, the team conducted
surveys and focus groups with the aim to better understand the
effectiveness of student-generated library marketing and outreach
strategies. This assessment will inform library marketing best
practices and ensure that implemented strategies work by increasing
student awareness of library services and subject librarians.
Citation
to article:
Hines, A., Elrod, R., Huet, H., Ewing, S., & Freund, L. (2019). Putting
the Audience in Charge of the Message: Assessment of Student-Generated
Public Relations Campaigns in an Academic Library Marketing Libraries Journal, 3(2), 64-78. Retrieved from http://journal.marketinglibraries.org/summer2019/06_MLJv3i2_Feature_HinesEtAl.pdf
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