Who's spinning the library? Responsibilities of academic librarians who promote

Abstract

PurposeThe purpose of this paper is to explore the responsibilities and challenges faced by academic librarians whose major responsibilities include the overall promotion of the library.Design/methodology/approachA questionnaire was sent to seven library listservs asking respondents to describe their work duties, promotional activities, academic background, and professional challenges and concerns.FindingsThis study garnered 215 responses. Respondents who completed the questionnaire identified as academic librarians whose major responsibilities include the overall promotion of the library. Librarians who promote face a plethora of challenges, including time restraints, lack of funding and limited support for their promotional efforts. These barriers place a strain on promotional work in academic libraries.Practical implicationsThe paper illustrates the roles and responsibilities of librarians who promote and the challenges and obstacles they deal with on an institutional and departmental level.Originality/valueThis study provides a unique snapshot of marketing initiatives across various academic libraries, in the midst of a global economic recession.