More Friends More Media More Fun

More FriendsMore MediaMore Fun

Monitor

Build

Outreach

Evaluate

FriendsCampaign

BuildTeamMessageTools

Writing, speaking, graphics, social media, and connecting

1. All about them2. Hearts then minds3. Make it simple4. Make it quick5. Make it yours6. All senses7. Repeat, repeat, and oh yeah, repeat8. Test it out

Forming your message & creating identity

• Topic• Basic/Background info• Audience• Outcomes• What’s in it for me?• Human interest element

Basic message worksheet

The right tool for the job

news release LinkedInwebsite Pinterestnewsletter blogflyer Twitterfact sheets brochureFacebook guest columnFlickr op-edletter to editor YouTube

Go where your target audience is.

Our message

Brochure; Featured

Friend

Photos; FAQ; news

release

Friends Facts;

Programs

Ready to Launch

Staff trainedStakeholders onboardChecked for accuracy

Has our “look”Consistent with our message

Tells people what they can doHas our contact info

News & Info

Newspaper

Cable TV

Radio

Website/Blogs

Facebook

Twitter

Feed the machine

Keep information flowing

Evaluate

Adjust

“When a dog bites a man no one cares. When the man bites back--

now that’s a news story.”

NEWSWORTHY?

Timing Impact/Significance Proximity

Prominence

Human Interest

Conflict

Unusual

Olympic Silver Medalist Adopts a Family of Stray Dogs he found in Sochi

So, who cares?

Press releases: yes and no

Yes: Keep it short and smart Think like their audience Just the facts, ma’am Understand local media Think beyond print Quotes that sound like how

someone would really talk Who, what, when , where, how,

why? Contact info

Avoid:• Jargon• Burying the lead• Typos• Sounding gimmicky

• Swansea library cat causes controversy• More than just books: Arizona libraries add public

health nurses• New broadband network launched in Otis, will serve

central and western Mass.• Project aims to let libraries share e-books FIGHTING 'DIGITAL LOCKOUT'• Salisbury votes to build new library• Springfield City Councilor Tim Allen named Library

Advocate of the Year• Libraries are a tech and reading hub• Amazon vs. your public library• Abandoned Walmart is Now America’s Largest Library• East Longmeadow Public Library offers weekly reading

for children with Bright Spot therapy dogs• Seeing their way to new skills

Library Headlines

“You miss 100 percent of the shots you never take” --Wayne Gretzky

Celeste Bruno Communications Specialist

Massachusetts Board of Library [email protected]

617-725-1860 X208