蒙市图书馆的公共关系活动简介
MP Library’s Public Relations Activities
美国加州蒙特利尔市
布莱格迈尔公共图书馆
咨询馆员王红
中国 南宁
2009年11月
1
Maggie Wang, Reference Librarian
Monterey Park Bruggemeyer Library
Monterey Park, Los Angeles, CA, U.S.A.
Nanning，China
Nov. 2009
演讲要点：
Main Topics
1. 图书馆的公共关系之重要性
Public Relations 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 Director’s and staff’s 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
2
1.
图书馆的公共关系之重要性
Public Relations is essential to Public Libraries

扩大图书馆在社区中的影响
Increasing Library’s Visibility

推广图书馆的各类服务和活动
Promoting Library Services and Programs

了解社区民众对图书馆的需求
Raising Awareness of Public and Community’s Needs

赢得民众, 社区和政府的支持
Getting Support from Public, Community and Government

确保图书馆的资金人力来源
Securing Library’s Funding and Other Resources
3
2. 发展成功公共关系的基本要素
Important elements for successful PR campaigns

贯彻实施图书馆的使命
Implementing the Library’s Mission Statement

了解图书馆服务的社区和读者
Understanding the Community and Users We Serve

保障图书馆拥有的各种公关资源
Ensuring Available PR Resources

及时评估鉴定, 不断改进
Evaluating Programs and Improving Quality

鼓励全民积极参与公共关系活动
Encouraging Participation from All in Public Relations Activities
4
2.1 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 Bruggemeyer 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
MP City’s Characteristics

加州洛杉矶县属下88个城市之一
One of the 88 cities in Los Angeles County, CA

于1916年五月29日正式成立
Incorporated on May 29, 1916

占地7.73 平方英里
7.73 square miles in size

全市总人口大约6万人
Population: 60,051 (2000 census)

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 (1960-2000)
Demographic Changes in MP (1960-2000)
1960
1980
1990
2000
种族
Number
白人
32,306
85.4
24,476
50.5
13,552
25
7,129
11.7
4,362
7.3
西裔
4,391
11.6
16,477
34
21,079
38.8
19,031
31.4
17,359
28.9
亚裔
1,113
2.9
7,441
15.3
19,046
35
34,022
56
37,125
61.8
11 <0.1
111
0.2
661
1.2
330
0.5
226
0.4
黑人
7
1970
%
Number
%
Number
%
Number
%
Number
%
其他
--
--
--
--
--
--
226
0.4
979
1.6
总数
37,821
100
48,505
100
54,338
100
60,738
100
60,051
100
2.2 与所在的美国洛杉矶县比较
Comparison with Los Angeles County, USA

西裔 47.3%
Hispanic or Latino: 47.3%

白人 29.2%
White: 29.2%

黑人 9.6%
Black: 9.6%

亚裔 13%
Asian 13%

华人 4%
Chinese American: 4%
8
2.3 保障图书馆拥有的各种公关资源
Ensuring Available PR Resources

可供使用的公关资金
Annual PR Budget

设施场地及设备
Facilities and Equipment Available to Library

所有参与人员
All Personnel Involved

社区的支持和资源
Support and Resources within the Community
9
2.4 及时评估鉴定, 不断改进
Evaluating Programs and Improving Quality

及时征集与活动有关的统计报告
Keeping Timely and Accurate Statistics Report of Program/Event Attendance

征集活动参与人的意见回馈
Collecting Feedback from Program/Event Attendants

征集活动主持人的意见回馈
Collecting Feedback from Program/Event Speakers and Hosts

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
Encouraging Participation from All in Public Relations Activities

图书馆馆长及管理人员
Library Administration

图书馆所有工作人员及义工
Library Staff and Volunteers

图书馆读者及其他用户
Library Users

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
Library Director’s and staff’s roles and duties

员工的职责和作用: 积极参与, 提供建议
Staff’s role: participation and input

公关委员会的职责和作用: 团队合作, 相互沟通
PR Committee: team work and communication

图书馆长的职责和作用:掌控全局，带领团队
Library Director’s role: policy maker and team leader
12
3. 图书馆长的职责和作用
The Role and Duties of the Library Director

制定公共关系政策及活动预算

建立评估公共关系计划

鼓励员工参与公共关系活动

支持图书馆之友和基金会

代表图书馆参与社区公共关系活动

与政府官员建立并保持良好的合作关系

与社区民间机构建立并保持良好的合作关系
13
Developing a Public Relations Policy & program budget
Creating & evaluating Public Relations Plans
Encouraging Staff Involvement in Public Relations Activities
Supporting the Friends of the Library and Library Foundation
Representing the Library in Community Public Relations Activities
Establishing and Maintaining Good Relationship with Government Officials
Retaining Cordial Partnership with Community Organizations
4. 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

图书馆内部公关的各种项目和活动
Library’s Internal PR Approach and Service Programs

图书馆对外公关的各种项目和活动
Library’s External PR Approach and Outreach Activities
14
4.1 图书馆内部的各种公关活动
Internal PR and Service Activities
图书馆委员会
Library Board
员工和义工
Library Staff &
Volunteers
各项服务活动 蒙市图书馆
Services &
Programs
MP Public Library
宣传材料
Promo Materials
& Web Site
15
图书馆之友
及基金会
Friends of Library
& Foundation
建筑及布局
Building, Display
& Signs
4.1 图书馆内部的各种公关活动 (1)
Internal PR Activities
 图书馆委员会
Library Board

社区的代言人
Representing the Community

支持与图书馆有关的立法议案及政策
Sponsoring Legislative Action/Policy Related to the Library

共同商讨制定公关政策和计划
Establishing PR Policy and Plans

支持各项公关活动
Supporting PR Activities

协助图书馆募捐
Helping Library’s Fundraising
16
4.1 图书馆内部的各种公关活动 (2)
Internal PR and Service Activities
 图书馆员工和义工
Library Staff and Volunteers

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

提倡团队合作, 加强各方沟通
Encouraging Team Work and Communications

鼓励员工参与社区内各项活动
Encouraging Staff to Participate Community Activities

鼓励员工全体共同投入公关活动
Encouraging Staff to Participate PR and Community Outreach
17
4.1 图书馆内部的各种公关活动 (3)
Internal PR and Service Activities
 图书馆之友和图书馆基金会
Friends of the Library & Library Foundation

支持与图书馆有关的立法议案
Supporting Legislative Action Related to Libraries

担任义工,为图书馆筹款

主办多种文化教育活动,宣传图书馆
Volunteering and Fundraising
Hosting Special Library Events to Promote Library’s Service and Programs

代表图书馆联络社区民间组织
Networking with Community Civic Organizations on Library’s Behalf
18
4.1 图书馆内部的各种公关活动 (4)
Internal PR and Service Activities
 图书馆的建筑,布局及标志设置
Library Building, Displays, and Signage

图书馆建筑的外观
Exterior of the Library Building

馆内各部门区域的布局
Interior Design

馆内陈列展览区
Internal Display and Exhibition Areas

馆内指示标志
Signage
19
4.1 图书馆内部的各种公关活动 (5)
Internal PR and Service Activities
 各类宣传资料,
图书馆以及市政府网站
Library PR Promotion Materials, and Web Site

提前规划安排有关宣传材料
Planning PR Promotion in Advance

设计能够吸引读者的宣传材料
Creating Eye-catching, attractive Promotional Materials

利用各种渠道分发材料, 扩大影响
Establishing networks for distribution

充分运用各种新科技开展公关
Utilizing All New Technology for PR Promotion
20
4.1 图书馆内部的各种公关活动 (6)
Internal PR and Service Activities
 图书馆的各项服务和活动
Library Services and Programs

为读者提供优质服务
Providing Quality Customer Service

根据读者需要设计各项活动
Designing Programs that Satisfying Users’ Needs

重视与读者交流的各种机会
Valuing Every Contact Points and Interaction with Users

通过读者传播信息
Asking Users to “Spread the Word” for the Library
21
4.2 图书馆对外的公共关系
External PR and Outreach Activities
媒体
各级政府
Media
Government Agencies
商业机构
Businesses &
Chamber of Commerce
蒙市图书馆
MP Public Library
非盈利机构
Non-profit
Organization
22
社区团体
Community & Organizations
教育机构
Education Institutions
4.2 图书馆对外的各种公关活动 (1)
External PR and Outreach Activities

各级政府
Governmental Agencies

联邦政府
Federal Government

加州州政府
California State Government

洛杉矶县政府
Los Angeles County Government

蒙市市政府
Monterey Park City Council and other Elected Officials
23
4.2 图书馆对外的各种公关活动 (1)
External PR and Outreach Activities
 与各级政府机构的交流互动
Collaboration with Governmental Agencies

积极参与图书馆立法日

出席市议会常务会议及部门会议

邀请各级政府官员参加图书馆活动
Participating Library Legislative Day
Attending City Council and Department Meetings
Inviting Government Officials to Library Related Events

与各政府机构联合举办图书馆活动
Co-sponsoring Library Programs with City Departments
24
4.2 图书馆对外的各种公关活动 (2)
External PR and Outreach Activities

社区团体
Community Organizations

传统的社区联络团体和俱乐部
Traditional Community and Networking Clubs

亚太和华裔社区团体
Asian American and Chinese American Organizations

西裔社区团体
Hispanic/Latino American Organizations

特殊兴趣爱好组织和俱乐部
Groups with Special Interests and Hobbies
25
4.2 图书馆对外的各种公关活动 (2)
External PR and Outreach Activities

与社区团体的交流互动
Collaboration with Community Organizations

建立良好的长期合作关系
Establishing Good Long-term Relationships

积极参与社区团体的集会和活动
Actively Participating in Community Organizations’ Meetings & Activities

有针对性地宣传图书馆服务项目和活动
Promoting the Library’s Services and Programs with Focused Approach

寻求新点子, 共同举办图书馆活动
Sharing New Ideas, and Co-sponsoring Library Programs
26
4.2 图书馆对外的各种公关活动 (3)
External PR and Outreach Activities

教育机构
Education Institutions

公立学校，包括中小学及成人学校
Public School System (Elementary, Middle, High, & Adult Schools)

高等院校
Colleges and Universities

私立学校及幼稚园
Private schools and Preschools

课外活动中心
After-School Education Centers and Facilities
27
4.2 图书馆对外的各种公关活动 (3)
External PR and Outreach Activities

与教育机构的交流互动
Collaboration with Education Institutions

访问学校和课堂, 加强与学校图书馆员的联系
Visiting Schools and Classrooms

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

图书馆与学校共同举办活动
Co-sponsoring Library Centered events

参加学校和学区大型活动
Participating in School and School District Events
28
4.2 图书馆对外的各种公关活动 (4)
External PR and Outreach Activities

非营利机构及专业团体
Non-profit and Professional Organizations

政府资助的各类社区服务机构

民间出资赞助的各类社区服务机构

专为青少年提供服务的机构团体

专为弱势群体提供服务的机构团体
Government Sponsored Non-profit Organizations
Private Sponsored Non-profit Organizations
Non-profit Organizations Serving Children and Youth
Non-profit Organizations Serving Minority and Handicapped

29
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
4.2 图书馆对外的各种公关活动 (4)
External PR and Outreach Activities

与非营利机构及专业团体的交流互动
Collaboration with Non-profit and Professional Organizations

建立良好的长期合作关系
Establishing Good Long-term Relationships

积极参与社区团体的集会和活动
Actively Participating in Community Organizations’ Meetings & Activities

有针对性地宣传图书馆服务项目和活动
Promoting Library’s Services and Programs with Focused Approach

寻求新点子, 共同举办图书馆活动
Sharing New Ideas, and Co-sponsoring Library Programs
30
4.2 图书馆对外的各种公关活动 (5)
External PR and Outreach Activities

商业机构及商会
Businesses and Chamber of Commerce

大型公司
Large Corporation and Company

各类加盟连锁公司
National and Regional Chain Stores

蒙市商会及其他商业协会
Monterey Park Chamber of Commerce and Other Business Associations

蒙市小型商业公司
Monterey Park Local Small Businesses
31
4.2 图书馆对外的各种公关活动 (5)
External PR and Outreach Activities

与商业机构及商会的交流互动
Collaboration with Businesses and Chamber of Commerce

建立良好的长期合作关系
Establishing Long-term Work Relationships

为商业机构提供有针对性的图书馆服务
Providing Special Programs to Entice and Serve Business Communities

有针对性地宣传图书馆服务项目和活动
Promoting Library’s Services and Programs with Focused Approach

寻找赞助资金, 并共同举办图书馆活动
Raising funds and Co-sponsoring Library Programs
32
4.2 图书馆对外的各种公关活动 (6)
External PR and Outreach Activities

宣传媒体
Media

各类报纸杂志及新闻简报

商业电视台和社区有线电视台

无线广播电台

社区指南和宣传手册

地方政府及社区资讯网站
Newspapers, Magazines, and Newsletters
TV and Cable TV
Radio Stations
Community Directory and Promotional Brochures
Community Directory and Promotional Brochures
33
4.2 图书馆对外的各种公关活动 (6)
External PR and Outreach Activities
 与宣传媒体的交流互动
Collaboration with Media

建立良好的长期合作关系
Establishing Long-term Work Relationships

指定的图书馆代言人主动及时联系媒体
The Designated Library Spokesperson Contacting Media Proactively

提供引人注目的新闻材料
Providing Eye-catching, Attractive News Materials

拟定有针对性的媒体名单
Building a Targeted Media List
34
5. 未来面临的挑战
Future Challenges

科技飞速发展
Rapid Development of Technology and Internet

图书馆发展的新动向
New Trend for Libraries

资金缺乏
Lacking of Funding

员工培训
Staff Continue Education
35
问题和意见?
Questions and Comments?
多谢参与!
Thank you!
36