WHY SUPPORT PUBLIC LIBRARIES?
Prepared by the Friends of the Sarasota County Libraries with national library
Statistics from the American Library Association (www.ala.org) and from the
Sarasota County Library system.

Public libraries need our support. Library use continues to climb, particularly in these tough economic times. Much more than book depositories, libraries are centers of equality and opportunity. Here are nine ways public libraries are filling essential needs:

1.) Public Libraries combat the digital divide.
In a 2006 survey, 70% of urban library computer users reported the library was their only way to get on a computer. This resource, paired with the free technology training offered by the Sarasota County Libraries reduces barriers to learning and employment in the information age.

290,756 people used the Sarasota County Library Computers in FY2008. This is enough users to fill the Robarts Arena in Sarasota to capacity for the next 42 events.

• These people used the computers for a total of 175,531 hours – this is equivalent to more than 7,313 days or more than 20 years!

2.) Public Libraries foster democracy.
Thomas Jefferson said, “An informed citizenry is the bulwark of democracy.” Public libraries ensure the free availability of information and protect the privacy and confidentiality of library users, allowing anyone to become an informed citizen. The Sarasota County Libraries host many community gatherings, programs, and even serve as early voting sites!

• The staff of the Sarasota Supervisor of Elections Office, the Sarasota County Library System, and 1,900 poll workers presided over a huge election process in 2008 servicing more than 208,000 registered voters.
• The Federal Depository Library Program (FDLP) was established to by the U.S. Congress to ensure that the American Public has free access to the extensive, complex, important information published by its government. Sarasota County Library System offers the largest FDLP south of Tampa.

3.) Public Libraries improve early literacy and school readiness.
Parents and educators say that libraries are the number one resource in preparing children for school and setting the stage for success. The Sarasota County Library system offers a vast assortment of children’s materials as well as many programs that promote early literacy including but not limited to: Story Times for children of all ages, Read with the Dogs programs, and Dial a Story. The ability to read is one of the most important factors leading to success.

• In FY2008, Sarasota County Libraries offered 2,487 programs for kids of all ages. This is equivalent to more than 6 programs for every day of the year.
• In FY 2008, more than 80,283 youth participated in the programs offered by the Sarasota County Libraries. This is equivalent to every child enrolled in Sarasota County schools grades 1-12 attending more than 2 programs at Sarasota County Libraries.

4.) Public Libraries assist small businesses.
Libraries actively reduce barriers to small businesses entering new markets. The Sarasota County Library System provides online electronic information resources useful to these businesses : General BusinessFile ASAP, and Reference U.S.A. provide directory information on U.S. businesses, company information and trade publications. Full text magazine and newspaper information is also available online for market research. All libraries carry collections applicable to workforce development, leadership, and small business planning and development. Many Sarasota County Libraries also host SCORE workshops as well.

5.) Public Libraries contribute to vibrant communities.
Sarasota County Libraries offer meeting space for community organizations, study groups and more. Studies demonstrate libraries increase foot traffic in commercial settings without competing with businesses. In residential areas, they enhance safety and the quality of life.

• In FY2008, 2,645 community meetings were held in Sarasota County Library meeting rooms, attended by 29,545 people. This is equivalent to more than 7 community meetings per library for each day of the year. The number of people attending these community meetings would fill the Ed Smith Stadium in Sarasota to capacity for the next 4 home games.

6.) Public Libraries support communities in times of need.
Pick up any newspaper these days and you can find an article on how library use surges during times of economic recession. More people take advantage of library services, including technology, technology training. As more government offices limit services to online applications, people are referred to public libraries to apply for jobs, and government benefits online. This affirms the library’s role as a vital resource for those facing hardships and the need to protect library funding when local government budgets are tight.

• Anecdotal evidence from Sarasota County Libraries shows an increased use of the library for job searching, filing for government benefits online, and use of technology resources due to cutbacks at home.
• In FY2008, more than 2,536,995 people used the Sarasota County Libraries. This was a 12% increase over the FY2007 library attendance.
• In FY2008, computer usage in Sarasota County Libraries increased 18% over the previous year, and this only includes those using the library PCs not those using the library WiFi with their own laptops.

7.) Public Libraries serve the creative arts.
Sarasota County Public libraries offer unparalleled public access to literature, music, film, and visual arts. These libraries offer musical performances, film screenings, art exhibitions, and presentations by artists and authors.

• In the past year Sarasota County Public Libraries have offered, film fests, Lullaby Concerts for families, numerous art exhibitions, and reading festivals featuring authors.
• All county libraries offer great music and literature, available to you free with your library card!

8.) Public Libraries provide expert guidance.
Highly trained librarians answered more than 211,698 reference questions in FY2008, this is equivalent to more than 579 questions per day. Librarians are trained to guide you through overwhelming amounts of information in many formats.

• Sarasota County Libraries offers “Ask a Librarian” a service which gives you the ability consult a professional reference librarian via email or chat 24/7.
• The library’s website offers online information resources as well as a list of recommended Internet resources.

9.) Public Libraries deliver on investment.
Libraries make good monetary sense. An independent study commissioned by the State Library and Archives in Florida determined that public libraries directly return $6.54 for every $1 invested in them, an amazing return on investment.

• Click on the “What is Your Library Worth” in the upper left hand corner of the www.sclibs.net website and find out how much you would pay out of pocket for your library services!

Marketing Report from Lisa Backer, Helen Beggun, and Judy Evenson

Marketing and Public Relations in a Friends of the Library Organization 04/01/2009

I. FOLs need to organize their marketing and Public Relations activities

A. Effective communications need to be :
1. Based on integrated approach— identify target audiences, what messages do you want to convey, actively seek out opportunities to convey that message to target audiences, use multi-media approach.

2. Implemented as in-house function with responsibility assigned to specific individual, rather than handled informally by everyone/anyone.

3. Targeted to audiences both external and internal. Include existing members, prospective members, library staff, library patrons (adults, children, young adults), other Friends groups, – and don’t forget the Board of the FOL.

4. Customized through use of communications plan – see attachment (1)

B. Basic Principles for Building Successful Relationships with the Media – see attachment (2) “Want Successful Relationships with the Media?” (I need to get email copy of this from Susie Bowie)
.
C. Tips for preparing messages for the media:

a. Be brief; stay focused

b. If you call, ask reporter if it is a convenient time to speak with you. Be considerate, respectful of his/her time, and always thank them.

c. Highlight the human interest angle rather than just facts. See attachment (3) “Put Persuasive Storytelling to Work for Your Nonprofit”.

d. Find way to capture reporter’s interest so the story is worth his time. Don’t only describe an event, but tell why it mattered and to whom. For example: the FOL has just purchased computers for the lab. Find out if anyone in the class has applied his new knowledge, for such things as applying for a job online, starting a business, corresponding with grandchildren:

e. Establish contact directory of media people: names, tel #’s, personal preferences, etc. Keep list up to date.

C. Use marketing and PR to expand membership in FOL.

1. Make a directory of organizations within your library service area that represent potential sources of new members and library supporters. These could include places of worship, civic groups, professional associations, realtor offices, and homeowner and condominium associations nursery schools, welcome services, etc. Parents who home school their children are great library users—and potential members to be recruited.

2. Offer to speak to those groups, keep them informed of events at the library, and provide information for special events, children programs, calendars.
D. Use technology to get your message across to your target audience

1. Use opportunities to publicize . For example, use library computers to advertise the FOL

At Jacaranda we have installed a welcoming screen in the lab with a picture of the board members stating that the computers are a gift from FOL

2. Establish presence on the internet
.
a. Herald Tribune has website specifically targeted to nonprofits -- —volunteer opportunities, calendars of events, profiles, etc. It’s part of a “good 2 gether network” at http://dogood.heraldtribune.com/.
b. Get your FOL mentioned in newsletters and promotional materials from other events and other related organizations
c. Use various delivery systems such as email alerts, electronic newsletters, and boards.
d. Look at your own FOL website—is it current, attractive, does it provide capability for new members to join online?



Want Successful Relationships
with the Media?
Do…

…know the scene. Get familiar with the reporters covering your nonprofit’s mission focus. Get to know the Feature writers for human interest stories and the business reporters for submissions about your new board members, corporate partners, etc.Regularly read their articles, clip and file articles associated with your industry. (Same applies for TV, watch local news and become familiar with the on-air talent).
…make your releases timely, interesting. When pitching a story, ask yourself, is it timely? Is it interesting to anyone else?
…stay ready. Have possible story ideas available at all times.
…know your experts & let the media know. If you work with people who are considered experts in their field, let the media know about them. Send them a brief contact providing the expert’s name, background info and areas of expertise. List yourself as the contact person to set up interviews.
…stay in touch. Once you have established a relationship with a reporter, keep in touch. Don't just call when you need something. Let them know you liked a story they did, etc. Keep in touch via e-mail and phone.
…keep it short & sweet. Reporters never, ever waste words. You’re wasting their time if you are wasting words. Keep your news releases to one-page if possible. Reporters, editors and assignment editors are very busy and bombarded with releases daily, they want the Who, What, When, Where and Why. No all caps!
…have a media-friendly website. Post news releases, company history/facts, mission statement and contact info. (Keep it up to date).
…give lead time. The more time you provide for the media, the greater the chance it will get covered. If you send out a very early release, follow up with other releases as you approach the event. Pay attention to lead time required for magazines. (Typically 2-3 months prior to desired publication).
…follow up. You cannot expect to send a press release and sit back to wait and have it published. Although this can happen, if you really want the coverage, call to follow up.
…specify captions for images. Attach images to your releases, do not imbed them in the e-mail.



Do NOT…

…blanket reporters. When you send a release, only send it to the individuals and publications that make sense. (Don’t send releases that do not pertain to the publication's subject matter.)
…e-mail or contact several reporters/editors from one organization. Build a relationship with one contact and if you don't think they are the right contact for a particular release, ask them who should receive it.
…visibly copy everyone in a release. If you e-mail your press release to the media, send to individual reporters or use the "blind carbon copy" option so they can't see who else received the e-mail.
…think that anything is ever off record. Anything you say to a reporter is fair game for a story. Never request or specify that your comment is “off the record.” Even if a reporter begins a question with, “Off the record…,” do not believe that your comments will not be recorded!
…ever, ever ever ask to see a story before it is published or broadcast. This will never happen and will also make you look unprofessional


Adapted from Terri Behling, APR, 2006 Nonprofit Marketing & PR Forum




Always be on the Lookout for
Potential Newsworthy Items
from Your Organization

Intriguing stories about a volunteer or a project powered by volunteers
How your organization’s work is relevant to national or local trends
Human interest stories built around your programs (specific people who are being helped, how their lives are changed by your program…)
New exhibits or new programs
Local, state or national awards your organization receives
New board members
New partnerships with other nonprofit or for-profit organizations
A grant award (new or renewed)
Events…IF they have an interesting twist, they may be worthy of a story. Consider pre-coverage AND post-coverage. Even if media do not attend, submit a post-release with photos.If your events do not have an interesting twist, submit them in the calendar sections of local publications and e-publications. Calendar items are often not news!

Important Invitation

You are invited to attend a meeting with Sarasota County Government Representatives:

Commissioner Shannon Staub and Deputy Administrator David Bullock

The session will include information related to Sarasota County's proposed budget and the challenges facing public libraries.

Join us as we talk about our roles as active citizens and consider what opportunities exist in our communities.

Please plan to attend.

Date: Monday April 13, 2009
Time: 10:00-11:00 a.m.
Location: Venice Community Center
326 South Nokomis Ave
Venice, FL 34285

Please RSVP to cstroth@scgov.net or call 861-5481