The idea of instituting advertising rules to non-profit establishments reminiscent of library and data Providers is now not an issue. Organisations function in an atmosphere of change. Right now we dwell in a world market for a lot of items and companies wherein expertise, buying energy and lots of elements change frequently. One of many key features of promoting is to learn how these adjustments have an effect on clientele’s needs and wishes and to develop organisational methods and plans that may be certain that the library meets these challenges (Dransfield and Needham, 1995). It’s subsequently not stunning that public librarians are becoming a member of the advertising bandwagon. This text explores the advertising actions within the operations of the Sierra Leone Public Library companies.
A Public Library is funded wholly and partly from public funds and using which isn’t restricted to any class individuals in the neighborhood however freely out there to all. It’s a main company of enlightenment for adults, offering for kids the recorded experiences of others which can assist them develop into adults.
Usherhood (1981) outlined Public Library as a company established, supported and funded by the group, both by means of native, regional or nationwide authorities or by means of some type of or different group group. It offers entry to information, info and works of creativeness by means of a variety of sources and companies and equally out there to members of the general public group no matter race, nationality, financial and employment standing and academic attainment.
The Sierra Leone Library Board (SLLB)
The Sierra Leone Library Board (SLLB) was established by Ordinance in June, 1959. The organising of the Board was envisaged within the Authorities’s White Paper on Academic Improvement in 1958 and its features outlined therein as follows:
• To supply a nationwide/public library Service;
• To help and reinforce programmes of grownup and basic schooling;
• To supply efficient companies for kids and younger adults together with requisite companies to colleges;
• To supply a lot wanted info and references companies;
• To supply the place wanted enough companies for particular teams, that’s ladies and ladies, language teams.
The Central Library is designed to provide public companies to Freetown and likewise to operate as headquarter of the Nationwide/Public Library companies and to offer lodging for a rising assortment of e-book and non-book supplies within the nation. It does all technical processing of inventory for the Regional and Department Libraries and has an Grownup Lending Reference and a Youngsters’s division.
Libraries are charged with accountability to offer info service to help instructional, recreation and private endeavours of the members of their respective communities and the Sierra Leone Library Board will not be an exception to that. The next companies are offered on the Sierra Leone Library Board to Clientele:
The Sierra Leone Library Board offers info companies to kids by the availability of books and different supplies for kids which are sometimes housed in a particular part often known as the Youngsters’s Library. A particular service for kids often known as little one oriented instructional programme specifically designed for youthful library customers is included within the kids’s library companies. Additionally they present companies to kids by means of storytelling, drama/play and studying aloud.
Guide Borrowing and Lending Service
The principle job of Sierra Leone Library Board is to offer the general public with entry to books and periodicals. The Sierra Leone Library Board usually affords entry to quite a lot of books which can be found for borrowing by anybody with the suitable library card.
Present Consciousness Service
On the Sierra Leone Library Board, present consciousness service is geared toward bringing to the discover of potential customers, newly out there paperwork and data companies. That is performed by collating info and producing new secondary sources, circulating present periodicals or different paperwork acquired and producing and distributing a number of types of bulletins.
Selective Dissemination of Info
A extra private info service is being run on the Sierra Leone Library Board wherein the library continuously notifies library customers about specific info/supplies matching them in a profile of the data wants and analysis pre-occupation of their clientele. That is performed by both bringing references to related objects to the discover of their shoppers and by acquiring copies after which provide the paperwork themselves to library customers.
The Sierra Leone Library Board offers outreach info companies which is dedicated to creating library outreach programmes for non-users, the undeserved, and folks with particular wants within the communities in restricted areas.
Laptop and Web Providers
In an try and bridge the digital divide, info sources and authorities companies are being offered on-line by the Sierra Leone Library Board. That is performed by offering entry to the Web and public computer systems for customers who in any other case wouldn’t have the ability to join to those companies.
Advertising is commonly seen as a set of methods and methods that belongs to directors exterior of librarianship. However, librarians are additionally concerned within the advertising course of. The essence of promoting entails discovering out customers wants and need, then getting down to meet these wants.
Advertising in keeping with Weingand (1995) “can be viewed as a process of exchange and a way to foster partnership between the library and its community” (p.296). With a purpose to keep the connection between the general public library and the group, advertising methods must be employed as efficient device.
Advertising within the public library means greater than merely promotion or promoting. It’s extra involved about consumer wants. Advertising the Public Library is a social and managerial course of by which services and products in addition to values are exchanged with a view to fulfill people or group wants. Advertising refers to these devices by means of which info, each uncooked and processed, are transmitted to its members. Promotion or campaigning is however two actions within the broader train of promoting
Planning Library Advertising Programmes
The continued existence of libraries, if not their survivals, might effectively depend on using advertising and planning methods, communicated by means of efficient public relations, to considerably alter the perceived function and place of the library in society.
In an actual sense, Public Relation is the promotion part of a full advertising plan of library programmes. It may be seen because the communicated module which serves the promotion operate; conversely, it could be simply depicted as a philosophical relationship between library and group which serves as a guiding gentle for promotion actions.
Each communication and analysis expertise serve effectively within the advertising planning strategy of which Public Relations is a vital part. Particular expertise and information are additionally wanted in advertising planning packages for libraries. It goes with out saying that each ongoing advertising planning and programmes, and particularly, how the wants of various teams of customers differ from one another. Library and data companies are complicated entities, as are the human customers and potential customers of those companies.
Planning, promotion and campaigning are however all actions within the boarder train of promoting. Person research subsequently, have a really wide selection of makes use of in relation to the planning of library advertising programmes of a service. They contribute within the planning, promotion and growth of library companies. Of their contribution they assist in the understanding of various consumer group behaviour and their wants, and may help in efficient campaigning and planning course of.
Three steps to planning library advertising programmes are:
• Figuring out what your beliefs are and subsequently what you need to obtain;
• Speaking these beliefs as sensible targets to the folks with whom you’re employed, so that these targets will be fulfilled; and
• Making a automobile which permits this to occur. This could solely be achieved by defining the essential elements and thru group.
Strategies of promoting in Sierra Leone Library Board
Guide Shows and Exhibitions
Shows and exhibitions are broadly utilized in most public libraries as a advertising technique to promote their merchandise or objects. The SLLB shows jackets of latest books which aren’t but included within the lending division for simple entry by customers and to extend utilization. It is usually a way of drawing the eye of customers and non-users to specific elements of library sources and companies.
Printed supplies and Publications
With a purpose to make an excellent picture of the general public library and for public librarians to determine higher communication between the library and customers, publicity programmes are put in place by the administration of the Sierra Leone Library Board by means of information launch. The administration additionally considers annual reviews and newspapers as fundamental publicity methods. Publications reminiscent of bibliographies, guides and brochures are utilized by the library to speak with the broader public.
Public Relations Workplace
Public relations in keeping with Usherhood (1981) is worried with gaining of public help for an exercise, trigger, motion or establishment. It’s a course of that furthers psychological understanding and cooperation between a authorities; or any organisation and its varied publics. The Sierra Leone Library Board has a Public Relations Workplace charged with the accountability to reinforce a clean system of communication.
Person Schooling/Readers Advisory Service
This might be described as coaching a gaggle of customers within the efficient use of the library and its sources. It’s used to stimulate the customers to make higher use of the library and introduces library workers to clientele who could be reluctant to hunt their help. That is the principal means by means of which library workers can study readers’ wants, opinions and habits. Good communication with readers permits workers to tell and affect readers.
These contain printed and audio-visual types of communication and any vital gear to render them usable. The Press, radio and tv are necessary technique of publicising info service, since they provide potential of reaching many individuals from all walks of life. The media are cultivated in order that messages are distributed with regularity. Publicity mechanism reminiscent of information releases, particular occasions and brochures will also be employed.
The Social Media Teams (SMG)
The Sierra Leone Library Board makes use of the Social media teams reminiscent of ‘Fb’ and ‘Watsapp’ as an efficient means for publicity with a view to put their messages throughout to customers of their companies.
Challenges of Advertising Library and Info Providers on the SLLB
Quite a lot of challenges have militated towards the efficient planning and implementation of library advertising packages at SLLB. The next are among the challenges:
• Insufficient Workers: Though workers numbers have been maintained, the ratio workers could be very low. The library is manned principally by paraprofessionals who principally lack the abilities to plan and implement advertising programmes.
• Finance: The library relies upon closely on authorities subsidy. The federal government has no particular or substantial funds for the operating of the library thus the library administration has to foot a lot of the payments that must do with advertising. The irregular move of funds has served as a barrier to the progress of promoting library and data companies on the SLLB.
• Lack of normal printed supplies and publications: The SLLB lacks most traditional printed supplies and publications resulting from poor planning of promoting programmes. This negligence has made the library handicapped of public relations instruments within the type of printed supplies and publications reminiscent of newsletters, questionnaires, diaries and calendars.
• Shows are improper and exhibitions appear virtually absent: The library relies upon totally on donations and a lot of the books are acquired with out jackets. Subsequently displaying e-book jackets in inconsistent. The truth is exhibition programmes are but to outlive as they’re solely lately launched. The library lacks related show and exhibition supplies to mount these actions.
• Lack of ability to arrange frequent Radio Applications: The SLLB lacks media communication amenities. The library can’t continuously organise radio programmes by itself due to lack of funds. The absence of radio programmes stands out as an acute drawback to the progress of promoting packages within the library.
Conclusively, advertising is the instrument that libraries use to rework their goals and targets into operational plans of motion. In most creating international locations’ public libraries such because the SLLB, advertising methods can’t function correctly because of the existence of bottlenecks in planning programmes. Good advertising programmes actualise the plans and measures vital for the achievement of targets and targets.