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NLS-REPORTS  October 2004

NLS-REPORTS October 2004

Subject:

Network Bulletin No. 04-59 (National outreach and communication projects)

From:

NLSBPH <[log in to unmask]>

Reply-To:

NLS Documents for Network Libraries <[log in to unmask]>

Date:

Tue, 12 Oct 2004 11:56:13 -0400

Content-Type:

TEXT/PLAIN

Parts/Attachments:

Parts/Attachments

TEXT/PLAIN (67 lines)

         Network Bulletin No. 04-59


         Date: October 8, 2004


         Subject:   National outreach and communication projects
         Index Term: 2005 campaign kickoff



         NLS has embarked upon two separate major national outreach and communication
         projects and has enlisted the international public relations firm of Fleishman-
         Hillard (FH) to conduct them.  FH also conducts the annual Library of Congress
         National Book Festival and provides national outreach support for the Library's
         Veterans' History Project.

         The first NLS project, national outreach for the talking-book program, has a goal of
         attracting 70,000 new readers in 2005, as announced at the National Conference of
         Librarians this past May.  The primary audiences for this campaign are senior adults
         and veterans.  FH will conduct outreach to print, radio, and television media; create
         new posters and brochures; enhance the NLS web site; and develop organizational
         partnerships for NLS.  The campaign will kick off in early 2005; country and
         western singer Ronny Milsap, who has consented to be our spokesperson, will visit
         ten sites around the country to promote the talking-book program that year.

         This campaign was conceived to address continuing network library concerns about
         obtaining and maintaining media coverage, handling distributions with staff
         shortages, and dealing with budget constraints.  FH will coordinate all aspects of
         this new campaign; network libraries will be responsible only for routine
         registration of new patrons.  We have an ample supply of cassette playback
         machines to meet the needs of the anticipated 70,000 new patrons.

         FH is currently conducting market research, with plans to complete campaign
         development by the end of 2004.  An FH account executive will contact network
         librarians in specific states or regions as the firm proceeds with market research,
         telephone surveys, and customized campaign placements in the months ahead.

         Additionally, NLS has tasked FH with publicizing digital talking-book
         development nationally.  For this communications project, FH will issue monthly
         news releases to newspapers and radio stations and send monthly newsletters to a
         range of professional organizations.  The news releases will detail contributions of
         the United States Postal Service and the Library of Congress in each state and
         territory.  The first of these, announcing the appointment of Jean Moss as digital
         projects coordinator, was recently released and generated numerous newspaper and
         radio reports.  Several local outlets responded by contacting regional or subregional
         librarians for additional information.

         The press releases and newsletters about the digital talking-book program are
         designed to increase national awareness of talking books in general and to reaffirm
         the Library's strong commitment to each state's reading program for blind and
         physically handicapped individuals.  FH will e-mail advance copies of these news
         releases and newsletters to personnel identified by network libraries (see Operations
         Alert 04-03).

         The regional chairs represent the network of cooperating libraries at all key
         benchmark meetings in the planning of these campaigns.  We encourage network
         librarians and staff to forward suggestions to the regional chairs as the campaigns
         progress.

         For further information contact:

         Robert E. Fistick
         Head, Publications and Media Section
         (202) 707-9279
         <[log in to unmask]>

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