Wisconsin Library Heritage Center

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Public Relations Retrospective

Posted by Larry T. Nix
Larry T. Nix
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on Wednesday, November 18, 2009 in Marketing-Publicity

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The unveiling of the Wisconsin Libraries Say Cheese! publicity promotion takes place today. The promotion is part of the Campaign for Wisconsin Libraries of the Wisconsin Library Association (WLA) Foundation. It is another in a long history of library public relations efforts in Wisconsin. In 1896, at the American Library Association Conference in Cleveland, Lutie Stearns, Wisconsin Library Hall of Fame member, said: “There is no stratum of society not reached and influenced by some form of advertising. 'Nine-tenths of the world would rather be interested than educated, and the other tenth likes to be interested too.' The librarian, then must first interest the masses, to bring them within her doors, and then attempt to educate. 'She must first capture the eye. The eye is the sentinel of the will. Capture the sentinel and you will capture the will. The feet follow the eyes.' It is the untiring, unremitting, keeping-everlastingly-at-it-and never-taking-no-for-an answer appeal to the eyes of the people that will bring them within your portals.”
 
 It was not until 1938 that the Wisconsin Library Association (WLA) got around to establishing its first formal Publicity Committee. In 1958 the National Book Committee and the American Library Association conducted the first annual National Library Week campaign with the theme “Wake Up and Read”. In 1964 under the leadership of Gerry Somers, Director of the Brown County Public Library, WLA was given the first $1,000 Grolier Award for most effective state National Library Week program in the nation.
 
As a spin off of the 1962 National Library Week campaign in Wisconsin, Mrs. Bruno Bitker of Milwaukee provided the leadership for founding in 1963, the Friends of Wisconsin Libraries or FOWL. That organization was the model for the national Friends of Libraries USA which was also founded in Wisconsin.
 
In 1961-62 the WLA public relations committee initiated a statewide effort to “spread the word of what good library service is and can be, with a special effort to reach persons of influence.” In this effort the PR committee worked with a television station in Wausau to develop TV slides and audios, it prepared and distributed flyers explaining regional library service, contacted clubs and other organizations about including free library advertisements and articles in their publications. It prepared an exhibit of public relations materials for the annual WLA conference, and conducted public relations workshops at all the district library association meetings.


The 1970s saw the creation of a multi-year library public relations effort in Wisconsin funded with grants from the Library Services and Construction Act. This public relations project was called the Cooperative Library Information Project or CLIP. It was directed by Meriam Edsall. A major outcome of this effort was the creation of Wisconsin’s annual summer library program which became a model for the nation.

In 1995, the Council on Wisconsin Libraries (COWL) put together an ambitious cooperative public relations effort involving COWL, WLA, and the Wisconsin Educational Media Association. It resulted in the theme “Wisconsin Libraries – More than books. More than ever.” This PR effort received support from a professional public relations firm and three years of LSTA funding totaling $55,000. A highlight of this campaign was several celebrity TV ads paid for by commercial sponsors.

In 2000, the WLA Public Relations Committee coordinated Wisconsin’s celebration of the bicentennial of the Library of Congress by promoting Second Day of Issue Events around the state in conjunction with the issuing of the Library of Congress postage stamp. The committee also promoted the involvement of Wisconsin libraries in the ALA @your library public relations campaign.

In 2004, the Library Advocacy Round Table of WLA came up with an idea to tie in library promotion with the local, state, and national elections for that year. This resulted in the “I Love Libraries and I Vote” campaign and the designation by the Governor of February as Library Lovers Month in Wisconsin.


In 2005 the WLA Foundation embarked on the Campaign for Wisconsin Libraries to promote a wider understanding of the value and importance of Wisconsin’s libraries.  This effort has utilized a variety of public relations materials and techniques to promote Wisconsin's libraries. The Wisconsin Libraries Say Cheese! public relations effort is just one more way that Wisconsin is following Lutie Stearn’s advice to “keep-everlastingly-at-it”. 


Note: Much of the content of this post was included in a presentation that I made at the Wisconsin Association of Public Libraries Conference in the Spring of 2006. 


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