ST. CATHERINE UNIVERSITY
Graduate School of Library and Information Science
LIS 7610/Public Relations
Spring 2014
DAYS/TIME COURSE IS OFFERED: Tuesdays, February 4 – May 20, 2014, 6:00 – 9:00 p.m.
CLASS LOCATION: CdC 017
CREDIT HOURS: 3.0 Semester Hours
CONTACT HOURS: 15 – 3 Hour Lecture series with additional outside classroom work
PRE-REQUISITE: LIS 7010; LIS 7030; LIS 7040; LIS 7700 or LIS 7730.
CO-REQUISITE: None
PRE-REQUISITE WITH CONCURRENCY: None
RECOMMENDED: None
FACULTY NAME: Chris Olson, Executive Director, Metropolitan Library Service Agency
CONTACT INFORMATION: 651-645-5731 (w) 651-373-1351 (c) chris@melsa.org
OFFICE HOURS: Before and After Class and By Appointment
CATALOG DESCRIPTION:
A seminar focusing on skills needed by libraries to research, plan, and implement an effective
public relations program for all types of libraries. Five components are covered: general
background, planning, design, implementation and marketing of the library.
COURSE GOALS:
1. Understand and define public relations for libraries, and its importance for successful public service.
2. Understand the need for library advocacy and its impact for services.
3. Identify the relationship between marketing, public relations, sales and advertising;
4. Emphasize the importance of market research and user-centric models for library promotion.
5. Identify and create the contents of a marketing plan and its relationship to libraries;
6. Demonstrate growth in the understanding of the psychology of promotional activities and the day-today adaptation to library operations;
7. Create tools to effective promote library services, including branding, working with the media, and
customer service.
8. Develop professional team-building relationships.
LEARNING OUTCOMES
Student Learning Objectives
Identify and analyze informational needs and
opportunities for individuals and organizations.
Demonstrate critical thinking by integrating relevant
models, themes, research and practices.
Demonstrate
management,
interpersonal
and
organizational skills.
Demonstrate leadership and advocacy skills.
Method of Assessment
Marketing Plan Project
Values Paper, Marketing Plan Project
In-Class Discussions, Values Paper,
Marketing Plan Project
Appraisal Papers, Advocacy Assignments
Communicate knowledge from library and information Marketing Plan Project, Advocacy
studies and related disciplines.
Assignments
Demonstrate awareness of diverse groups and how to
serve them effectively.
Articulate a philosophy of service that demonstrates an
understanding of the history, philosophy, principles,
policies, and ethics of library and information science
and technology.
Group Discussions, Marketing Plan
Project
Values Paper, Appraisal Papers,
Marketing Plan Project
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TEXTBOOKS AND OTHER REQUIRED MATERIALS:
There is no required text for this course.
Andreasen, Alan R. and Philip Kotler. (2003) Strategic Marketing For Non-Profit Organizations, 6th edition.
Upper Saddle River, N.J.: Prentice-Hall. (On reserve)
DeRosa, Cathy (2008) From Awareness to Funding: A Study of Library Support in America: A Report to the
OCLC Membership, Dublin, Ohio: OCLC. (On reserve) and electronically available at:
http://www.oclc.org/reports/funding/fullreport.pdf
DeRosa, Cathy (2011) Geek the Library: A Community Awareness Campaign, Dublin, Ohio, OCLC.
Electronically available at: http://www.oclc.org/reports/pdfs/geekthelibrary_all.pdf
DeRosa, Cathy (2011) Perceptions of Libraries, 2010: Context and Community: A Report to the OCLC
Membership, Dublin, Ohio, OCLC (On Reserve) and electronically available at:
http://www.oclc.org/reports/2010perceptions/2010perceptions_all.pdf
McDonald, Malcolm.; Keegan, Warren J. (1997) Marketing Plans That Work: Targeting Growth and
Profitability, Boston Butterworth-Heinemann. (On reserve)
Various articles from Public Libraries, Issue Volume 50, No. 1, January/February 2011 (Available online
through ELM and on reserve.)
Other assigned readings will include journal articles, chapters from books, and Internet resources. Most of the
journal articles are available as full text articles in databases accessible through the St. Catherine University,
CLICnet. at: http://clicnet.clic.edu, and MnLINK Gateway (http://www.mnlink.org) .
LEARNING RESOURCES:
Class Wiki: http://lis761.pbworks.com
Assignments and Course Requirements:
Appraisal Papers: One-page paper due every other class session. Three areas should be covered:
1) Description of a promotional piece you saw in the past week; 2) Explanation of why you thought this piece was
effective; and 3) Short example of how this promotional strategy may be used in a library setting. Be prepared to
discuss your week’s example in class. No grading of these papers, but they must all be submitted to receive credit.
“Values” Paper: Five-page paper due on April 22. A formal discussion paper based upon OCLC’s reports.
Using one of the four messages suggested, create a promotional message to create a library support brand.
Advocacy Assignment: Using the suggestions in the Library Advocate’s Handbook, create a presentation on how
to advocate for a specific issue: write a letter to the editor, visit a policymaker, create a promotional piece to
influence a civic leader or create your own advocacy piece.
Marketing Plan and Presentation: Done as a group project, you will create a complete marketing plan for a library
of your choice. The plan will be due May 20 and group presentations will be made during the final class.
Presentations should be based upon the idea that they are being heard by the library’s governing board and/or
upper management.
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GRADING POLICIES:
Grading scale for LIS 7610 is as follows:
A
AB+
B
BC+
C
CF
95-100%
93-94%
90-92%
87-89%
85-86%
82-84%
78-81%
70-77%
69% or less
Assignments that are late (unexcused) will be docked 10% for each class session it is late.
INCOMPLETE GRADE: A grade of incomplete is given only when unusual circumstances deem it
appropriate. Ordinarily, such circumstances would involve matters that are not wholly within your control, such
as illness. If you wish to receive an incomplete grade you must complete a Petition for Incomplete Grade form
(available online) no later than the last day of the term in which course requirements are due. You must be
making satisfactory progress in the course and you must have completed 75% of the course at the time the
petition is filed. Incompletes are awarded at the instructor’s discretion. If granted, the normal deadline for
completion of the work is no more than eight weeks after the last day of classes in the session or sub-session
in which the course is offered. The instructor may establish a due date after the normal deadline if you request
it and special circumstances warrant it. The instructor will submit an alternate grade that will automatically be
recorded if you do not complete the requirements for the course by the deadline. If you complete the course
requirements in the time allotted, the instructor must submit the final grade by the deadline. Extensions to the
due date originally agreed to by you and your instructor must be approved by the appropriate academic dean.
REQUIRED EVALUATION ACTIVITIES
Class Participation (15% of Grade) – This includes your attendance, asking relevant questions, sharing
information in class and on wiki, and participating in class activities.
Appraisal Papers (15% of Grade) -- One page reaction paper due every other week. Papers will not be
graded, but the instructor must receive them each week when due or letter grade for class may be reduced.
“Values” Paper (10% of Grade) -- A review, summary and reaction paper concentrating on the findings from
the OCLC reports.
“Advocacy Assignment” (10% of Grade) - As assigned by the instructor, including letters to the editors, reports
on visits with policymakers, and/or promotional pieces highlighting library services to civic leaders.
Marketing Plan and Presentation (50% of Grade) - Group project which requires a written marketing plan for a
library, plus a formal presentation of the plan to the class to convince management to adopt it.
STUDENT ATTENDANCE EXPECTATIONS:
Students are expected to arrive at class on time and stay for the duration of the class. Students, whether
present or not, are responsible for in-class content. For hybrid courses, students must follow both the online
and in-class attendance requirements. For individualized study (e.g. independent study, directed study,
research credits), communication during the first week is required to establish attendance. Failure to attend, for
any reason, may be taken into account in the evaluation of the student's work. Each instructor will include the
attendance/participation policy in the course syllabus.
It is not required that attendance be reported throughout the semester. However, it is required that registered
students attend the first day of class, or first week for online/individualized study/off campus courses that do
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not meet on a specific day. Regular class attendance (for in-class), or online communication (for online
learning) is expected of all students.
Students who do not attend the first day/first week of class will be withdrawn from the course by the Registrar’s
Office. Faculty who elect to take attendance have the option to request course withdrawal for students who do
not attend the class for 14 consecutive calendar days. Under all other circumstances, the student must initiate
withdrawal from a course. Even if a student does not attend class meetings or does not log into the online
course, the student remains financially responsible for paying tuition for the course, up to the date of formal
withdrawal. The academic calendars on the University's website contain the add, drop and withdrawal
deadlines.
ACCOMMODATIONS:
Saint Catherine University is committed to equal access for all and recognizes that disability is an aspect of
diversity. The University’s goal is to create learning environments that are usable, equitable, inclusive and
welcoming. If there are aspects of the instruction or design of this course that result in barriers to the learning
environment, accurate assessment or your achievement, please contact the Resources for Disabilities office as
soon as possible. Access Consultants can be reached in the O’Neill Center at 651-690-6563 to discuss
academic adjustments or accommodations.
ACADEMIC INTEGRITY:
Please refer to the “Academic Integrity Policy” in the Graduate Academic Catalog.
LIBERAL ARTS GOALS:
LIS 7610/ Public Relations advances the attainment the University’s “Goals of a Liberal Arts Education”,
specifically as this course prepares students to explore the nature of critical thinking in library science. Specific
liberal arts goals addressed in this course include Leadership and Collaboration, Diversity and Global
Perspectives, Critical and Creative Inquiry, Discipline-Based Competence, Effective Communication and
Lifelong Learning).
COURSE SCHEDULE OR COURSE/TOPICAL OUTLINE AND ASSIGNMENTS
Class #1: Thursday, Feb. 4
Course Introduction and Syllabus Review
Defining and understanding your promotional needs
Read: “Marketing Your Library,” by Ned Potter, American Libraries.
http://www.americanlibrariesmagazine.org/article/marketing-your-library
Class #2: Thursday, Feb. 11
Appraisal Paper and Discussion
Read: From Funding To Awareness, Chapters 1 and 2
Read: “Changing Perceptions,” by Audra Caplan, Public Libraries,
Volume 50, No. 1, Jan/Feb. 2011, pp. 6 - 7
Class #3: Thursday, Feb. 18
Marketing Plan Structures
Goal Setting and Situation Review
Strategic Formulation and Resource Allocation
Read: McDonald, Chapter 2 (netLibrary)
Read: “Recipes for Success.” by Nann Blaine Hilyard, Public Libraries,
Volume 50, No. 1, Jan/Feb. 2011, pp. 14 -19
Class #4: Thursday, Feb. 25
Appraisal Paper and Discussion
Library Advocacy:
Read “Library’s Advocate’s Handbook” (Distributed in earlier class)
Read: “A dvocating for School Libraries,” by Barbara Stripling, American
Libraries, Volume 45, No. 1 / 2, Jan/Feb. 2014, p. 9.
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Class #5: Thursday, March 4
Read: From Funding To Awareness, Chapters 4, 5 & 6
Set Up Group Marketing Plan Process
Class #6: Thursday, March 11
Appraisal Paper and Discussion
Communication Strategies and Promotion
Promotional Techniques: Beyond the News Release
Read: “Targeted Marketing: Utilizing and Engaging Library Staff,” by
James Keller, Public Libraries, Vol. 50, No. 1, Jan/Feb. 2011, pp. 30 – 33
Read: “Top Ten Tips for Marketing To Teens,” by Connie Urquhart,
Young Adult Library Services, Fall 2013, pp. 20 – 23.
Class #7: Thursday, March 18
Class Presentations on Advocacy Assignments
No Class: Thursday, March 25
Break
Class #8: Thursday, April 1
Appraisal Papers Due
Read: Perceptions of Libraries, 2010 (All chapters)
Class #9: Thursday, April 8
Creating A Promotional Campaign (Group Activity)
@ Your Library – Using the 3M and ALA Model and research from
Perceptions study
Class #10: Thursday, April 15
Appraisal Paper and Discussion
Geek the Library: Discussion of the results of the Research
Read: Geek the Library (OCLC Report)
Class #11: Thursday, April 22
“Values” Paper Due
Public Relations and Marketing Online
Read: “Marketing and the Web.” by Michael Porter and David Lee King,
Public Libraries, Volume 50, No. 1, Jan/Feb. 2011, pp.21 - 23
Class #12: Thursday, April 29
Appraisal Paper and Discussion
Case Study Review: John Cotton Dana Awards
Class #13: Thursday, May 6
Marketing Evaluation, Monitoring and Control
Read: Kotler, Chapter 20
Read: “Survey Says…,” by Galen Schuerlein and Tracy Strobel,” Public
Libraries, Volume 50, No. 1, Jan/Feb. 2011, pp. 38 - 41
Class #14: Thursday/May 13
Final Group Work Session
Class #15: Thursday, May 20
Group Marketing Plan Presentations
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