A REVIEW OF THE LIBRARY ASSOCIATION'S 150 YEARS OF PUBLIC LIBRARIES CAMPAIGN

"As part of a wider exposure for all things library. The campaign did seem to get decent penetration in the media"
J. McEachen, Royal Borough of Chelsea

Our press cuttings service for the campaign recorded 168 articles that mentioned 150 Years of Public Libraries. This included 18 in the national press, 7 in trade press, 138 local and 5 electronic (internet and ceefax). Coverage was particularly good in the Midlands and the South East as you can see from the Pie Chart below which gives the percentage of press coverage by region.

The campaign also received coverage on local and National television and radio, BBC Breakfast News, Blue Peter, Newsroom South East, Granada Television, several items on Radio Four and many local BBC Radio stations.

Percentage of press coverage by region



National - 11%
Internet / Ceefax - 3%
Trade - 4%
Wales - 7%
Scotland - 3%
Northern Ireland - 1%
South East - 23%
South West - 6%
Midlands - 21%
East Anglia - 5%
North East - 7%
North West - 9%

Local Media Activity

Local library services in our survey reported carrying out a range of media activity, as the table below shows. A massive 92% of those who sent s press release were successful in getting local media coverage, not all of which was recorded by our cuttings service. 

Sent a press release - 54%
Organized a photo opportunity - 35%
Worked with a journalist on an article - 13%
Answered enquiries from the press - 16%

"It was an opportunity to put libraries in the media and a 
peg on which to hang promotions." 
Trudy Burr, Halton Library Service

"It was good to have nice quality publicity material to give out, particularly to our younger customers." 
Fiona Marriott, Luton Libraries

Early in 2000 we produced a briefing booklet, which was distributed to all library authorities. It provided ideas and suggestions for local celebrations and events, and how to incorporate regular activities into the 150 Years of Public Libraries celebrations. Practical advice such as a sample press release and tips on approaching potential partners and the media were also included. 

A selection of promotional material was produced and sold to libraries at subsidized rates. 63% of library authorities, which responded to our survey, ordered promotional material. 

Distribution totaled:
26,000 Valentine Postcards
55,000 Timeline leaflets 
5,000 Timeline posters
38,000 Children's height charts
30,000 A4 template sheets for over printing or photocopying.

Feedback on the promotional material from library authorities was generally good although some would have appreciated a wider range of material. Suggestions for extra material included carrier bags, stickers for children, mugs, mouse mats and pens. The jury appears to be out on bookmarks, some felt they were always popular, while others thought they would clash bookmark from other promotions.

Many authorities used the 150 Years of Public Libraries logo on their own publications to great effect and it was made widely available on disc and bromides.

Our detailed press pack developed for the national media campaign was also made available for local library services via the web or as hard copy on request. It included facts and figures about public libraries, case studies, info sheets on ICT and learning in libraries, celebrity quotes and case studies. Some local services very successfully adapted it to incorporate local information, dates, statistics and facts.

The Library Association
7 Ridgmount Street, London WC1E 7AE
Tel: 0 (+44) 20 7255 0500; Fax: 0 (+44) 20 7255 0501; 
Text phone: 0 (+44) 20 7255 0505
E-mail: info@la-hq.org.uk

Beginnings

Celebration

Innovation

Evaluation

Thanks