蒙市图书馆的公共关系活动简介-FRONTCOVERY

1、1 蒙市图书馆的公共关系活动简介蒙市图书馆的公共关系活动简介 MP Librarys Public Relations Activities 美国加州蒙特利尔市美国加州蒙特利尔市 布莱格迈尔公共图书馆布莱格迈尔公共图书馆 咨询馆员王红咨询馆员王红 Maggie Wang, Reference Librarian Monterey Park Bruggemeyer Library Monterey Park, Los Angeles, CA, U.S.A. 中国中国 南宁南宁 2009年年11月月 Nanning，China Nov. 2009 2 1.图书馆的公共关系之重要性 Public R

2、elations is essential to public libraries 2.发展成功公共关系的基本要素 Important elements for successful PR campaigns 3.图书馆长及员工的职责和作用 Library Directors and staffs roles and duties 4.双管齐下的公关策略 Internal and External PR Approaches 5.未来面临的挑战 Future Challenges 演讲要点：演讲要点： Main Topics 1.图书馆的公共关系之重要性图书馆的公共关系之重要性 Public

3、Relations is essential to Public Libraries q 扩大图书馆在社区中的影响 Increasing Librarys Visibility q 推广图书馆的各类服务和活动 Promoting Library Services and Programs q 了解社区民众对图书馆的需求 Raising Awareness of Public and Communitys Needs q 赢得民众, 社区和政府的支持 Getting Support from Public, Community and Government q 确保图书馆的资金人力来源 Secu

4、ring Librarys Funding and Other Resources 3 2. 发展成功公共关系的基本要素发展成功公共关系的基本要素 Important elements for successful PR campaigns p贯彻实施图书馆的使命 Implementing the Librarys Mission Statement p了解图书馆服务的社区和读者 Understanding the Community and Users We Serve p保障图书馆拥有的各种公关资源 Ensuring Available PR Resources p及时评估鉴定, 不断改进

5、 Evaluating Programs and Improving Quality p鼓励全民积极参与公共关系活动 Encouraging Participation from All in Public Relations Activities 4 5 2.1 蒙市公共图书馆的使命蒙市公共图书馆的使命 The Mission of the Monterey Park Bruggemeyer Library 蒙市图书馆的宗旨是为该社区居民提供免费开放的资 源和服务, 以满足其文化, 教育及信息各方面的需求 The mission of the Monterey Park Bruggemeye

6、r Library is to meet the cultural, educational, and informational needs of the residents of the City of Monterey Park by providing free and open access to its resources and services 5 2.2 蒙特利尔公园市简介蒙特利尔公园市简介 MP Citys Characteristics p加州洛杉矶县属下88个城市之一 One of the 88 cities in Los Angeles County, CA p于19

7、16年五月29日正式成立 Incorporated on May 29, 1916 p占地7.73 平方英里 7.73 square miles in size p全市总人口大约6万人 Population: 60,051 (2000 census) p多种族裔及文化和睦相处的社区 Diverse community 6 2.2 蒙市人口及种族结构变化图蒙市人口及种族结构变化图 (1960-2000) Demographic Changes in MP (1960-2000) 7 2.2 与所在的美国洛杉矶县比较与所在的美国洛杉矶县比较 Comparison with Los Angeles

8、County, USA p西裔 47.3% Hispanic or Latino: 47.3% p白人 29.2% White: 29.2% p黑人 9.6% Black: 9.6% p亚裔 13% Asian 13% p华人 4% Chinese American: 4% 8 2.3 保障图书馆拥有的各种公关资源保障图书馆拥有的各种公关资源 Ensuring Available PR Resources p可供使用的公关资金 Annual PR Budget p设施场地及设备 Facilities and Equipment Available to Library p所有参与人员 All

9、Personnel Involved p社区的支持和资源 Support and Resources within the Community 9 2.4 及时评估鉴定及时评估鉴定, 不断改进不断改进 Evaluating Programs and Improving Quality p及时征集与活动有关的统计报告 Keeping Timely and Accurate Statistics Report of Program/Event Attendance p征集活动参与人的意见回馈 Collecting Feedback from Program/Event Attendants p征集

10、活动主持人的意见回馈 Collecting Feedback from Program/Event Speakers and Hosts p肯定成绩, 不断改进, 提高质量 Praising the Achievement, Constantly Improving based on those Feedbacks 10 2.5 鼓励全民积极参与公共关系活动鼓励全民积极参与公共关系活动 Encouraging Participation from All in Public Relations Activities p图书馆馆长及管理人员 Library Administration p图书馆

11、所有工作人员及义工 Library Staff and Volunteers p图书馆读者及其他用户 Library Users p图书馆所在的社区及各类团体机构 The Community and Other Organizations 11 3. 图书馆长及员工的职责和作用图书馆长及员工的职责和作用 Library Directors and staffs roles and duties q员工的职责和作用: 积极参与, 提供建议 Staffs role: participation and input q公关委员会的职责和作用: 团队合作, 相互沟通 PR Committee: tea

12、m work and communication q图书馆长的职责和作用:掌控全局，带领团队 Library Directors role: policy maker and team leader 12 13 3. 图书馆长的职责和作用图书馆长的职责和作用 The Role and Duties of the Library Director p制定公共关系政策及活动预算 Developing a Public Relations Policy & program budget p建立评估公共关系计划 Creating & evaluating Public Relations Plans

13、p鼓励员工参与公共关系活动 Encouraging Staff Involvement in Public Relations Activities p支持图书馆之友和基金会 Supporting the Friends of the Library and Library Foundation p代表图书馆参与社区公共关系活动 Representing the Library in Community Public Relations Activities p与政府官员建立并保持良好的合作关系 Establishing and Maintaining Good Relationship wi

14、th Government Officials p与社区民间机构建立并保持良好的合作关系 Retaining Cordial Partnership with Community Organizations 13 14 4. 双管齐下的策略双管齐下的策略 Internal and External PR Approaches 采取内外结合, 双管齐下的方法以取得最好的效果 Combing Internal and External PR Activities for Best Results p图书馆内部公关的各种项目和活动 Librarys Internal PR Approach and

15、Service Programs p图书馆对外公关的各种项目和活动 Librarys External PR Approach and Outreach Activities 14 15 4.1 图书馆内部的各种公关活动图书馆内部的各种公关活动 Internal PR and Service Activities 蒙市图书馆蒙市图书馆 MP Public Library 图书馆之友 及基金会 Friends of Library & Foundation 各项服务活动 Services & Programs 宣传材料 Promo Materials & Web Site 图书馆委员会 Libr

16、ary Board 建筑及布局 Building, Display & Signs 员工和义工 Library Staff & Volunteers 15 16 4.1 图书馆内部的各种公关活动图书馆内部的各种公关活动 (1) Internal PR Activities p图书馆委员会 Library Board n社区的代言人 Representing the Community n支持与图书馆有关的立法议案及政策 Sponsoring Legislative Action/Policy Related to the Library n共同商讨制定公关政策和计划 Establishing

17、PR Policy and Plans n支持各项公关活动 Supporting PR Activities n协助图书馆募捐 Helping Librarys Fundraising 16 17 4.1 图书馆内部的各种公关活动图书馆内部的各种公关活动 (2) Internal PR and Service Activities p图书馆员工和义工 Library Staff and Volunteers n为员工创造一个和谐友好的工作环境 Creating a Friendly and Harmonious Work Place for Staff n提倡团队合作, 加强各方沟通 Enco

18、uraging Team Work and Communications n鼓励员工参与社区内各项活动 Encouraging Staff to Participate Community Activities n鼓励员工全体共同投入公关活动 Encouraging Staff to Participate PR and Community Outreach 17 18 4.1 图书馆内部的各种公关活动图书馆内部的各种公关活动 (3) Internal PR and Service Activities p图书馆之友和图书馆基金会 Friends of the Library & Librar

19、y Foundation n支持与图书馆有关的立法议案 Supporting Legislative Action Related to Libraries n担任义工,为图书馆筹款 Volunteering and Fundraising n主办多种文化教育活动,宣传图书馆 Hosting Special Library Events to Promote Librarys Service and Programs n代表图书馆联络社区民间组织 Networking with Community Civic Organizations on Librarys Behalf 18 19 4.1

20、 图书馆内部的各种公关活动图书馆内部的各种公关活动 (4) Internal PR and Service Activities p图书馆的建筑,布局及标志设置 Library Building, Displays, and Signage n图书馆建筑的外观 Exterior of the Library Building n馆内各部门区域的布局 Interior Design n馆内陈列展览区 Internal Display and Exhibition Areas n馆内指示标志 Signage 19 20 4.1 图书馆内部的各种公关活动图书馆内部的各种公关活动 (5) Intern

21、al PR and Service Activities p各类宣传资料, 图书馆以及市政府网站 Library PR Promotion Materials, and Web Site n提前规划安排有关宣传材料 Planning PR Promotion in Advance n设计能够吸引读者的宣传材料 Creating Eye-catching, attractive Promotional Materials n利用各种渠道分发材料, 扩大影响 Establishing networks for distribution n充分运用各种新科技开展公关 Utilizing All Ne

22、w Technology for PR Promotion 20 21 4.1 图书馆内部的各种公关活动图书馆内部的各种公关活动 (6) Internal PR and Service Activities p图书馆的各项服务和活动 Library Services and Programs n为读者提供优质服务 Providing Quality Customer Service n根据读者需要设计各项活动 Designing Programs that Satisfying Users Needs n重视与读者交流的各种机会 Valuing Every Contact Points and

23、 Interaction with Users n通过读者传播信息 Asking Users to “Spread the Word” for the Library 21 22 4.2 图书馆对外的公共关系图书馆对外的公共关系 External PR and Outreach Activities 蒙市图书馆蒙市图书馆 MP Public Library 各级政府 Government Agencies 社区团体 Community & Organizations 教育机构 Education Institutions 媒体 Media 商业机构 Businesses & Chamber o

24、f Commerce 非盈利机构 Non-profit Organization 22 23 4.2 图书馆对外的各种公关活动图书馆对外的各种公关活动 (1) External PR and Outreach Activities p 各级政府 Governmental Agencies n联邦政府 Federal Government n加州州政府 California State Government n洛杉矶县政府 Los Angeles County Government n蒙市市政府 Monterey Park City Council and other Elected Offic

25、ials 23 24 4.2 图书馆对外的各种公关活动图书馆对外的各种公关活动 (1) External PR and Outreach Activities p与各级政府机构的交流互动 Collaboration with Governmental Agencies n积极参与图书馆立法日 Participating Library Legislative Day n出席市议会常务会议及部门会议 Attending City Council and Department Meetings n邀请各级政府官员参加图书馆活动 Inviting Government Officials to Li

26、brary Related Events n与各政府机构联合举办图书馆活动 Co-sponsoring Library Programs with City Departments 24 25 4.2 图书馆对外的各种公关活动图书馆对外的各种公关活动 (2) External PR and Outreach Activities p 社区团体 Community Organizations n传统的社区联络团体和俱乐部 Traditional Community and Networking Clubs n亚太和华裔社区团体 Asian American and Chinese America

27、n Organizations n西裔社区团体 Hispanic/Latino American Organizations n特殊兴趣爱好组织和俱乐部 Groups with Special Interests and Hobbies 25 26 4.2 图书馆对外的各种公关活动图书馆对外的各种公关活动 (2) External PR and Outreach Activities p 与社区团体的交流互动 Collaboration with Community Organizations n建立良好的长期合作关系 Establishing Good Long-term Relations

28、hips n积极参与社区团体的集会和活动 Actively Participating in Community Organizations Meetings & Activities n有针对性地宣传图书馆服务项目和活动 Promoting the Librarys Services and Programs with Focused Approach n寻求新点子, 共同举办图书馆活动 Sharing New Ideas, and Co-sponsoring Library Programs 26 27 4.2 图书馆对外的各种公关活动图书馆对外的各种公关活动 (3) External P

29、R and Outreach Activities p 教育机构 Education Institutions n公立学校，包括中小学及成人学校 Public School System (Elementary, Middle, High, & Adult Schools) n高等院校 Colleges and Universities n私立学校及幼稚园 Private schools and Preschools n课外活动中心 After-School Education Centers and Facilities 27 28 4.2 图书馆对外的各种公关活动图书馆对外的各种公关活动

30、(3) External PR and Outreach Activities p 与教育机构的交流互动 Collaboration with Education Institutions n访问学校和课堂, 加强与学校图书馆员的联系 Visiting Schools and Classrooms n组织安排学生参观图书馆及办理图书卡 Organizing Library Visits and Library Card Signing-up n图书馆与学校共同举办活动 Co-sponsoring Library Centered events n参加学校和学区大型活动 Participatin

31、g in School and School District Events 28 29 4.2 图书馆对外的各种公关活动图书馆对外的各种公关活动 (4) External PR and Outreach Activities p 非营利机构及专业团体 Non-profit and Professional Organizations n政府资助的各类社区服务机构 Government Sponsored Non-profit Organizations n民间出资赞助的各类社区服务机构 Private Sponsored Non-profit Organizations n专为青少年提供服务

32、的机构团体 Non-profit Organizations Serving Children and Youth n专为弱势群体提供服务的机构团体 Non-profit Organizations Serving Minority and Handicapped n各类非营利的专业组织和协会, 以及其他图书馆 Non-profit Professional Organizations and Associations, and Other Libraries 29 30 4.2 图书馆对外的各种公关活动图书馆对外的各种公关活动 (4) External PR and Outreach Act

33、ivities p 与非营利机构及专业团体的交流互动 Collaboration with Non-profit and Professional Organizations n建立良好的长期合作关系 Establishing Good Long-term Relationships n积极参与社区团体的集会和活动 Actively Participating in Community Organizations Meetings & Activities n有针对性地宣传图书馆服务项目和活动 Promoting Librarys Services and Programs with Focu

34、sed Approach n寻求新点子, 共同举办图书馆活动 Sharing New Ideas, and Co-sponsoring Library Programs 30 31 4.2 图书馆对外的各种公关活动图书馆对外的各种公关活动 (5) External PR and Outreach Activities p 商业机构及商会 Businesses and Chamber of Commerce n大型公司 Large Corporation and Company n各类加盟连锁公司 National and Regional Chain Stores n蒙市商会及其他商业协会 Monterey Park Chamber of Commerce and Other Business Associations n蒙市小型商业公司 Monterey Park Local Small Businesses 31 32 4.2 图书馆对外的各种公关活动图书馆对外的各种公关活动 (5) External PR and Outreach Activities p 与商业机构及商会的交流互动 Collaboration with Businesses and Chamber of Commerce n建立良好的长期合作关系 Establishing Long-t