Barbara J. Ford 傅尔德
Mortenson Center for International Library Programs 摩藤森中心
2010
Characteristics of U.S. Public Libraries
美国公共图书馆的特点
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Libraries enrich lives
图书馆丰富人生
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Libraries welcome everyone
图书馆欢迎每个人
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Libraries offer open and easy access
图书馆提供开放和便利的资讯访问
Characteristics of U.S. Public Libraries
美国公共图书馆的特点
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Libraries belong to the local community
图书馆属于当地社区
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Libraries have challenges
图书馆面临挑战
Public Relations Plan 公共关系计划
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What do you want to tell people?
你要传达什么讯息?
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Who do you want to tell?
你的传达对向是?
Public Relations Plan 公共关系计划
When do you want to communicate your message?
何时要传达你的讯息?
 Why do you want to tell people?
Do you want them to do anything?
为什么要传达给别人？
你指望他们做什么?
 How will you carry out the plan?
如何实践你的计划?
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What you want to tell about the library?
您想介绍图书馆的什么特点?
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Education mission including homework assistance,
technology training, life-long learning
教育宗旨(作业辅导，技术培训，终身学习)
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Information for business, local government,
consumers 商业,当地政府和消费者信息
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Entertainment including movies, gaming, storytelling
娱乐(电影，游戏和讲故事)
Public Library Messages
公共图书馆的信息
Clear consistent message 明确一致的信息
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We enable success 我们助人成功
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We’re up when you are: 24 hours a day
全天候服务
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Read, Learn, Discover 阅读, 学习, 探索
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Kids who read succeed 阅读的小孩会成功
Getting the Message Out
传达你的信息
Budget
 Creditability
 Visuals
 Media
 Community Partners
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财政预算
诚信
视觉
媒体
社区合作伙伴
Targeting your Audience
針对您的听众
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Who do you want to tell?
您想要传达讯息给谁?
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How much time do you have to communicate?
你们有多少时间可以沟通
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Do you need action?
您是否需要采取行动？
Communication Skills 沟通技巧
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Speaking style open and honest
说话坦诚
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Engaging, conversational, enthusiastic
参与，对话，热心
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Simple and memorable message
简单而难忘的讯息
Communication Skills 沟通技巧
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Easy to understand with no jargon
容易理解，不用专业术语
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Targeted for audience 針对您的听众
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Tell stories 引用故事
Communication Plan Outline
沟通计划大纲
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Communication Goals (Big Picture) 沟通目的
Objectives (Doable Measurable Outcomes) 目标
Positioning Statement 立场声明
Key Message 主要信息
Key Audience 主要听众
Communication Strategies, Tactics, Tools
沟通策略， 技巧, 工具
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Channels for communication 沟通渠道
 Media publicity 媒体宣传
 Promotional materials including bookmarks, displays,
direct mail, etc. 宣传材料(书签， 展览， 直接邮件等等)
 Website, email, social networks 网站，电子邮件，社交网络
 Collect stories on your website 在网站上征求故事
 Use blogs to convey your philosophy and perspective
使用博客传达您的哲学与观点
Advocacy 提倡
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Partnerships 合作关系
政府机构
Community leaders and organizations 社区领袖和组织
Schools
学校
Civic Groups
民间团体
Friends of the library, library foundation 图书馆之友, 基
金会
 Government agencies
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Outreach 推广
 Presentations
 Parades
演讲
游行
Activities 活动
Library Legislative Day
 Fund raising
 Workshops/ Training
 Concerts, movies
 Book clubs and festivals
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图书馆立法日
筹款
工作坊/培训
音乐会，电影
读书会和节庆
Network with other libraries and
associations 与其他图书馆和协会联盟
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National and international activities
国家和国际活动
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International Federation of Library Association
Success Stories Database
国际联盟图书馆协会的成功案例数据库
Word of Mouth Marketing 口头行销
鼓励员工提供讯息
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Encourage staff to deliver message
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Ask people to tell their friends
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Collect testimonials
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Reach out to community leaders to help deliver message
接触社区领袖，要求协助传递讯息
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Use conversation starters such as T-shirts, buttons, etc.
谈论话题, 如恤衫，按钮等等
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Find creative ways to deliver messages 创造性地传递讯息
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Be enthusiastic 热心
要求别人告诉他们的朋友
收集的个人见证
Creating Supportive Environment
建立一个支持的环境
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Value your staff 重视你的员工
 Communicate what is happening – newsletter
传达最新的消息 - 时事通讯
 Provide support – training and tools 提供支持 - 培训和工具
 Trust and empower
信任和授权
 Model behavior – listen and respond to questions and
suggestions
行为榜样 - 聆听,回答问题和建议
 Reward and encourage – staff recognition
奖励和鼓励 - 对工作人员作出认同
 Celebrate success! 庆祝成功！
Barbara J. Ford
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傅尔德
President, American Library Association, 19971998美国图书馆协会1997-1998主席
IFLA Governing Board, 2005-2009国际图联理事会
2005-2009
Director and Distinguished Professor, Mortenson
Center for International Library Programs,
University of Illinois 摩藤森国际图书馆计划中心主任
，荣誉教授
bjford@illinois.edu