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Last updated on 2024年7月16日

Here's how you can engage library stakeholders and community partners through effective communication.

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Libraries are more than just book repositories; they are dynamic hubs for community engagement and learning. To keep this vibrant ecosystem thriving, engaging effectively with stakeholders and community partners is crucial. Whether you're a librarian, a library manager, or a community organizer, understanding the nuances of communication can make a significant difference in fostering strong relationships and promoting the library's services and programs. By tailoring your approach to meet the diverse needs of your audience, you can ensure that your library remains a central and valued resource in your community.

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Trina Walker

Founder and Lead Consultant at TLW Strategy

1 Know Your Audience

Understanding who your stakeholders and community partners are is the first step in effective communication. Stakeholders can include patrons, staff, funders, local government, and educational institutions, while community partners might be local businesses, non-profits, and cultural organizations. To engage them successfully, you need to know their interests, needs, and how they prefer to receive information. Tailor your messages to resonate with each group. For example, funders might be interested in data demonstrating the library's impact, whereas patrons may prefer information about new resources and programs.

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Trina Walker

Founder and Lead Consultant at TLW Strategy
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To think from the audience's perspective you might make a list of your library's "features" (the things you offer, say "Storytime" or "free wifi hot spots"). Then reframe those as "benefits" to that particular audience. For example: The benefit of Storytime to parents is developing early literacy skills which position their child to be more ready to learn in school. The benefit of Storytime to a school district might be children who are more prepared to learn. The benefit of "free wifi hot spots" to a local small business owner may be "a way to stay connected to your business and customers even when you are out of the office."

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Jeff Baver

President at Baver Renegade Productions
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One way to know your audience is by conducting surveys. One should describe the surveys purpose. Explain the surveys objective to the survey participants. Ensure you have selected the appropriate questions. Make the survey entertaining. You may employ videos and graphics. Understand how the survey is distributed. Offer incentives. Send timely reminders. Analyze your results. Feel free to use graphs and charts. Identity common trends in the developed open ended questions.

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2 Establish Goals

Before diving into outreach, define clear communication goals. What do you want to achieve? Are you looking to increase library membership, promote a new service, or build a partnership for a community program? Your goals will shape the messages you send and the methods you use to communicate. Be specific and realistic; this will help you measure success and make necessary adjustments along the way. Remember, effective communication is not just about disseminating information; it's about fostering dialogue and building relationships.

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Trina Walker

Founder and Lead Consultant at TLW Strategy
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Your communications goals should be driven by your organization's strategic goals. The communications and marketing plan should be supporting the achievement of your overall strategic plan.

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Jeff Baver

President at Baver Renegade Productions
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One needs to identify the library’s reputation. Question the library’s users to find their thoughts on how well the library meets their needs.

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3 Choose Channels

Selecting the right communication channels is crucial for reaching your audience. Consider traditional methods like newsletters, press releases, and public meetings, as well as digital platforms such as social media, email campaigns, and the library's website. Each channel has its strengths and audience preferences. For example, younger patrons may be more responsive to social media updates, while older community members might prefer a newsletter. Ensure your content is accessible and engaging across all chosen platforms.

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Trina Walker

Founder and Lead Consultant at TLW Strategy
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Tell your story across multiple platforms. No one platform will reach every audience. Use multiple channels and repeat your message frequently. Research says people need to be exposed to a message seven times before it sinks in!

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Jeff Baver

President at Baver Renegade Productions
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One thing I’ve found helpful in knowing the audience’s size. For example, when I was in high school…..many many decades ago, there were two high schools in town. Their combined student population was 1,455. Now a days you can utilize social media to communicate with this large group.

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4 Craft Messages

Crafting clear and compelling messages is essential for engaging your audience. Your messages should be concise, relevant, and aligned with your communication goals. Use language that is inclusive and easy to understand, avoiding jargon that might alienate some stakeholders. Highlight the benefits of your library's services and programs, and use storytelling to create emotional connections. Personal stories about how the library has positively impacted individuals or the community can be particularly effective.

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Trina Walker

Founder and Lead Consultant at TLW Strategy
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Take a data point or benefit and put a face to it. Telling a story about one person helps to illustrate the impact in a relatable way. The best stories have both laughter and tears and they follow a story arc. Your language should be easy to understand and also paint a picture.

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5 Build Relationships

Communication is a two-way street. Building strong relationships with stakeholders and community partners involves not only sharing information but also listening to their feedback and concerns. Attend community events, set up meetings with key partners, and create opportunities for stakeholders to provide input on library services. This collaborative approach not only enriches your library's offerings but also reinforces the value of the library as a community asset.

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Trina Walker

Founder and Lead Consultant at TLW Strategy
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Listening is such a big part of relationships. The best donor meetings I had were ones where we asked what motivated the donor, what dreams and goals they had, and then we started to flesh out ideas for how the library might help to achieve those dreams and goals (within our own framed strategies of course!)

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6 Evaluate Impact

Finally, evaluating the impact of your communication efforts is essential for continuous improvement. Gather feedback from stakeholders and partners to assess the effectiveness of your messages and channels. Use surveys, comment cards, or informal conversations to learn what works and what doesn't. This feedback loop will help you refine your strategies and ensure that your communication remains relevant and impactful. Remember, successful engagement is an ongoing process that adapts to the evolving needs of your community.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can engage library stakeholders and community partners through effective communication.

1

2

3

4

5

6

7

1 Know Your Audience

2 Establish Goals

3 Choose Channels

4 Craft Messages

5 Build Relationships

6 Evaluate Impact

7 Here’s what else to consider

Library Services

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Here's how you can engage library stakeholders and community partners through effective communication.

1

2

3

4

5

6

7

1 Know Your Audience

2 Establish Goals

3 Choose Channels

4 Craft Messages

5 Build Relationships

6 Evaluate Impact

7 Here’s what else to consider

Library Services

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