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How (and Why) to Do a Simple External Communications Audit
June 3, 2020 @ 12:30 pm - 1:30 pm EDT
The way you communicate with the outside world has a lot to do with how people perceive not only your own library, but all other libraries as well. External communication affects library usage, reputation, brand, and even funding.
Since most libraries create their fliers, bookmarks, posters, web pages, social media posts, brochures, etc. as they’re needed, they usually don’t look at them as a whole. This webinar will lay out the steps to perform an external communications audit so you can see the big picture. Then the presenter will recommend how to make your message and branding consistent, which can elevate your library’s place in its community.
Merriam Webster defines an audit as “a methodical examination and review.” But don’t be intimidated—this “methodical examination” will be more enlightening than frightening. And the process is very scalable; libraries large and small will see results. Whether you can give this project a month or just an hour, you can make your communications more visible and impactful.
In this hour-long session, you’ll learn:
- What an “external communications audit” is and why it’s important
- Step-by-step instructions for auditing
- Which print and electronic communications pieces to include
- Tips for consistent branding
- How to audit the effectiveness of your communication materials (but we will not cover qualitative and quantitative measurement)
A detailed handout will tell participants which communication pieces to audit, and will provide checklists of exactly what to look for on each piece.
Kathy Demspey ~ Biography
Kathy Dempsey wrote the popular how-to tome The Accidental Library Marketer and founded her own marketing consultancy, Libraries Are Essential. Her work is dedicated to helping librarians and information professionals promote their value and expertise in order to gain respect and funding.
Kathy has been the Editor of Marketing Library Services newsletter for 25 years, and was formerly Editor-in-Chief of Computers in Libraries magazine. She also blogs at The ‘M’ Word. She’s a member of the New Jersey Library Association, and Founder of the Library Marketing and Communications Conference, which she chaired in 2015, 2016, and 2017.
This writer, editor, and marketing maven has been giving presentations across the U.S. and Canada for 20+ years, always sprinkling them with humor to make marketing concepts more interesting and accessible. She continues to fight the stereotypes that librarians are boring and that “marketing” is a dirty word.