Improving visibility of public libraries in the local community

Abstract

PurposeThe purpose of this paper is to establish whether or not promotional efforts can help public libraries to become more visible and their services more recognizable in the local community. At present, libraries employ different promotional efforts for their products and services, usually less aggressive than commercial information providers. Their final goal is to reclaim the role of the primary provider of quality information resources and accompanying services from electronic media.Design/methodology/approachThe first part of the paper offers an introduction followed by information about the actual promotional activities in public libraries. The third part of the paper was based on a user survey in five major public libraries in Zagreb, Croatia.FindingsThe predominant way of acquiring information about public libraries and their activities is by word of mouth while other means of communication, such as TV, radio and the internet, are used less. The results suggest the need for better use of other, so far inadequately used, communication channels.Research limitations/implicationsThe research is limited to five public libraries in Zagreb, Croatia, acting as centres in their respective library networks.Practical implicationsFindings will help librarians in planning new promotional campaigns in Zagreb public libraries.Originality/valueThe paper contributes to the growing body of knowledge about user perception of public libraries in the local community.