How (and Why) to Do a Simple External Communications Audit

 

 

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.

 

When librarians create their fliers, bookmarks, posters, web pages, social media posts, brochures, etc. as they’re needed, they miss the chance to look at their communication 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.

 

Merriam Webster defines an audit as "a methodical examination and review." But don't be intimidated—this one 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 messaging more impactful.

 

In this hour-long session, you'll learn: 

 

• 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.

 

Presenter: Kathy Dempsey wrote the popular how-to book 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 is Founding Chair of the Library Marketing and Communications Conference and serves on the Executive Board of LibraryLink New Jersey, a statewide cooperative. She has been giving presentations across the U.S. and Canada for 25+ years, always sprinkling them with humor to make marketing concepts more interesting and accessible.