Public Relations and Marketing for Archives: A How-To-Do-It Manual

Front Cover, Public Relations and Marketing for Archives, 2011. GGA Image ID # 17244cb7a7

Public Relations and Marketing for Archives: A How-To-Do-It Manual is designed to help archivists plan and implement effective marketing and public relations that reach every segment of their potential audience, from users to donors.

Successful archivists make their institutions vital in many ways, not the least of which is engaging in public relations and marketing activities. They publicize their exhibits and public programs, highlight significant materials on their websites, and give presentations to community and school groups. Many archivists receive minimal formal training on how to maximize public relations or marketing activities.

Archives, especially in rimes offinancial cutbacks and other worries, need to use public relations and marketing in order to increase awareness oftheir mission to safeguard the history of the communities they serve and to remain competitive in the race for continued funding. Public Relations and Marketing for Archives: A How-To-Do-It Manual is designed to help archivists plan and implement effective marketing and public relations that reach every segment of their potential audience, from users to donors.

This book's 12 chapters are arranged in two major parts, "Part I: Approaches" contains seven chapters, each devoted to one critical public relations vehicle: websites, social media, blogging, media outlets, press kits and news releases, newsletters, and visual materals.

"Part II: Audiences" concentrates on five important recipients of our public relations and marketings strategies: those who come to our educational programming events, those who attend our public presentations; historical societies, genealogists, and volunteers; donors; and college students.

Table of Contents

• List of Figures
• Preface
• Introduction Peter J. Wosh

Part I: Approaches

Chapter 1. Websites by Michele M. Lavoie

• Introduction
• Getting Started
• Planning, Planning, and More Planning

• Walk, Don't Run ...
• Defining Your Goals
• Defining Your Audience
• Assessing Your Resources
• Content Is King

• About Us
• Contact Us
• News and Announcements
• Events 21 Plan Your Visit
• Make a Donation/Become a Member
• Research/Using the Collections
• FAQs
• Digital Collections and Online Exhibitions
• A Word about "Web 2.0"
• Ok, So Now What? (After It's Up)

• Tracking Statistics
• Site Surveys

• Conclusion
• References
• Additional Resources

Chapter 2. Social Media by Lattren Oostveen

• Introduction
• Before You Start
• Twitter
• Learning the Ropes
• Examples of Usage
• Building Your Audience
• Facebook
• Setting Up a Page
• Building a Community
• Page Insights and Statistics
• Advertising
• Facebook Groups
• Signing Up
• The Commons
• YouTube
• Others
• Conclusion
• References
• Additional Resources

Chapter 3. Blogging by Lisa Grimm

• Introduction
• A History of Blogging by Archives
• Why Archives and Archivists Should Blog
• Creating a Blog
• Options and Choices for Blog Setup
• Updating: Author versus Administrator
• Configuring the Blog Setting Policies
• Syndication
• Tracking Your Progress
• Conclusion
• References
• Additional Resources

Chapter 4. Media Outlets by Stephanie Gaub

• Introduction
• Definition of Media
• Cultivation of the Media
• Developing Mutually Beneficial Relationships with the Media
• Television
• Radio
• Print Media
• Determining Who within the Organization Talks to the Media
• Tips for Dealing with the Media
• What to Avoid
• Handling Negative Press
• Conclusion
• References

Chapter 5. Press Kits and News Releases by Russell D. James

• Introduction
• Press Kits
• Archives Information
• Staff Information
• News Releases
• Planning
• Contents
• Photographs
• Electronic Press Releases
• Working with Relations Departments
• Conclusion
• References
• Additional Resources

Chapter 6. Newsletters by William Jordan Patty

• Introduction
• Purpose
• Audience
• Creating the Newsletter
• Content
• Contribu tors
• Design
• Editing
• Delivery
• Creating the Next Issue
• Conclusion
• References

Chapter 7. Visual Materials by Stephanie Gaub

• Introduction
• Marketing Strategies for Photograph Collections
• Target Audience Implications for Copyright, Fair Use, and Creative Commons
• Creation of Use and Reproduction Policies
• Educational Programs
• School Tours
• Teacher Training Programs
• Exhibits
• Temporary Exhibits
• Permanent Exhibits
• Traveling Exhibits
• Special Events and Internal Marketing
• Invitations
• Websites
• Guidelines for Image Digitization
• Rack Cards and Brochures
• Web-Based Tools
• Publications
• Organizational publications
• Books
• Policies and Forms
• Sales
• Conclusion
• References

Part II: Audiences

Chapter 8. Educational Programming by Maria Mazzenga

• Introduction
• Knowing Your Patrons
• Approaching Your Educational Marketing Program:
• Key Questions
• What Are Your Educational Program Goals?
• What Skills and Talents Can Archives Staff Contribute to an Educational Program?
• How Much Time Can Archives Staff Devote to Educational Programs?
• What Monetary Costs Are Involved in Your Education Outreach Agenda?
• Types of Educational Programs
• Tour Presentations
• Lectures and Public Events
• Evaluating Your Archival Educational Programs
• Conclusion
• References
• Additional Resources

Chapter 9. Public Presentations by Elizabeth A. Myers

• Introduction
• The Speaker-Audience Dynamic
• Presentations to Donors
• Administrators as an Audience
• Speaking with the General Public
• Great Start, Fantastic Middle, Perfect Finish
• Language Usage in Presentations
• Handouts: A Bygone Era?
• Conclusion
• References
• Additional Resources

Chapter 10. Historical Societies, Genealogists, and Volunteers by Suzanne Campbell

• Introduction
• Building Relationships with Outside Groups
• Genealogical and Historical Societies
• Friends Organizations
• Collecting from Outside Groups
• Housing Organizational Records
• Volunteer Programs
• Procedures Manual
• Formal Training
• Necessary Forms
• Working with and Training Volunteers
• Communication with Volunteers and Patrons
• Activities to Connect Your Archives to Historical/Genealogical Societies
• Helping Historical/Genealogical Societies with Their Publicity
• Media Day
• Historic Photographs
• Education
• Exhibits/Displays
• Conclusion
• References

Chapter 11. Donors by Victoria Are! Lucas

• Introduction
• Setting Goals
• What Do You Have to Offer?
• Getting Started: Collecting and Storing Donors' Personal Details
• What Kinds of Information Should You Keep?
• Recording Information and Finding Leads
• Making Entries with Care and Sensitivity
• Keeping Documents and Ticklers
• The Deed of Gift Is Paramount
• Calendar Pop-Ups Get in Your Face
• Finding the Right Contact Management Application
• Evaluating Your Choices
• Selling Your Budget to Management
• Drawbacks of Database Software
• Now That You Have Your Database, What's Next?
• Prioritizing and Recording Your Tasks
• Using Your Database as a Marketing Asset to Local Donors
• Approaching Donors with Openness and Inclusiveness
• Managing Donor Expectations
• Marketing Media
• What to Say
• Conclusion
• References
• Additional Resources

Chapter 12. College students by Gregory A. Jackson

• Introduction
• Archives Outreach to College Students
• Literature on the Topic
• Why Is Outreach Important to Archivists?
• Options to Consider
• Organizational Relationships
• Staff Resources
• Connecting Students to Archives
• Making Connections Using Institutional Resources
• Connect to Your Target
• Conclusion
• References

 

• Appendix: Sample Archives Marketing Plan
• About the Editors, Contributors, and the Society of American Archivists
• Index

List of Figures

• Figure 1.1 An Example ofXHTML Codes from the National Archives Website
• Figure 1.2 The Homepage for the Library ofCongress's Manuscripts Division Reading Room
• Figure 1.3 The Montgomery County (Maryland) Historical Society "About Us" Section
• Figure 1.4 The "Ask an Archivist" Chat Feature, George Mason University Special Collections and Archives
• Figure 1.5 "AskSpec" Online Submission Form Used the University of Delaware Archives and Special Collections
  
• Figure 1.6 Hotel and Restaurant Information on the Mississippi State University, University Libraries' "Visitor Information"
  
• Figure 1.7 The Website for George Washington's Mount Vernon Estate and Gardens' "Suggested Bequest Language" Page
  
• Figure 1.8 The "Donations" Page for the University of Kentucky's University Archives
• Figure 1.9 Online Guidance for the Users of the University of North Carolina University Archives' Southern Historical Collection
• Figure 1.10 Digitized Materials Highlighting the History of the University of Kentucky and Encouraging Visitors to "Explore UK"
  
• Figure 2.1 Twitter "Mentions" of@NS_Archives
• Figure 2.2 TweetDeck Used to Monitor Multiple Accounts
• Figure 2.3 New England Historic Genealogical Society's Facebook Page
• Figure 2.4 Sample Graphs from Facebook Insights
• Figure 2.5 Example of Facebook Ads Selection Process
• Figure 2.6 Example ofFlickr Pro Account Statistics
• Figure 2.7 Top 150 Tags on the Library of Congress's Photos
• Figure 2.8 NARA's YouTube Channel
• Figure 2.9 T.G. Hamilton's Photos of Ectoplasm
• Figure 2.10 Peggy's Cove "Pin"
• Figure 3.1 The Diary ofSamuel Pepys Blog
• Figure 3.2 The New London County Historical Society's Joshua Hempstead Blog
• Figure 3.3 Dickinson College Archives and Special Collections' Reference Blog
• Figure 3.4 UMarmot Category Tags for Making Collections Accessible
• Figure 3.5 Using Images to Break Up Dense Text to Keep from Overwhelming the Reader
• Figure 3.6 RSS Feed Clearly Labeled for Easy Subscription
• Figure 5.1 Archives' Holdings Crib Sheet
• Figure 5.2 Checklist for Creating the "Archives" Part of the Press Kit
• Figure 5.3 Sample Press Release
• Figure 6.1 Example of Using the Newsletter to Promote a New Records Management Program at the Catholic University of America
• Figure 6.2 Example of a Donor List and a New Employee Profile in the Newsletter of the Butler Center for Arkansas Studies
• Figure 6.3 Example ofan Ongoing Series about publications Created with Documents from the American Catholic History Research Center and University Archives
• Figure 6.4 Example ofan Interview with a Researcher
• Figure 6.5 Example of a Column by the Department Head at the Butler Center for Arkansas Studies
• Figure 6.6 Example of a Mailer Page and a Front Page with the Masthead and Table of Contents
• Figure 7.1 Harry Ransom Humanities Research Center Policy and Guidelines for the Protection of Collection Materials during Photography, Filming, and Videotaping Sessions
• Figure 7.2 Harry Ransom Center Materials Use Policy
• Figure 7.3 Wisconsin Maritime Museum Archival Collection Research, Reproduction, and Image Use Policy
• Figure 7.4 Maymont Mansion Photograph Policy
• Figure 7.5 Summary of Copyright Protection, by Date
• Figure 7.6 Photographs Used in Temporary Exhibit Text Panels
• Figure 7.7 Several Photographs Reproduced and Enlarged for Use in a Temporary Exhibit
• Figure 7.8 Original Photographs Displayed with Artifacts in a Temporary Exhibit
• Figure 7.9 Reproductions of Photographs Used in Permanent Exhibit Text Panels (Example 1)
• Figure 7.10 Reproductions of Photographs Used in Permanent Exhibit Text Panels (Example 2)
• Figure 7.11 Front Cover of a Brochure Created for the Joseph L. Brechner Research Center at the Orange County Regional History Center
• Figure 7.12 Interior of the Brochure Created for the Joseph L. Brechner Research Center at the Orange County Regional History Center
• Figure 7.13 Historical Society Publication Featuring an Article on Photographs from the Collections
• Figure 7.14 Scholarly Article Published in a Historical Society Publication Utilizing Photographs from the Collection
• figure 7.15 Annual Report Highlighting Photographs from the Institution's Collection
• Figure 7.16 Article in Membership Letter Focusing on Wedding Gown Preservation and Showcasing Wedding Photograph from the Collection
• Figure 7.17 Organization's Electronic Newsletter Featuring a Photograph from the Collection
• Figure 7.18 Harry Ransom Center Publication Fees
• Figure 7.19 Harry Ransom Center Notification of Intent to Publish Ph.otographic Images
• Figure 7.20 Museum Store Display of Photographs from the Institution's Collection for Sale to the General Public
• Figure 7.21 Pensacola Historical Society Resource Center Fee Schedule
• Figure 7.22 Wisconsin Maritime Museum Photographic Reproduction Order Form
• Figure 7.23 Orange County Regional History Center Library and Archives Reproduction and Use Fees
• Figure 7.24 Harry Ransom Center Photoduplication Fees
• Figure 7.25 Sheldon Swope Art Museum, Inc., Image Reproduction Request and Invoice Form
• Figure 7.26 The Henry Ford Photograph Order Form and Use Agreement
• Figure 8.1 Tour Menu from the American Catholic History Research Center and University Archives
• Figure 9.1 Levels ofArchival Knowledge
• Figure 9.2 Basic Template Plus Event-Specific Information
• Figure 9.3 Example of a Bookmark
• Figure 10.1 Sample Release form
• Figure 10.2 Sample Loan Agreement
• Figure 10.3 Volunteer Registration Form
• Figure 10.4 Volunteer Job Performance Evaluation
• Figure 10.5 Monthly Time Report
• Figure 10.6 Genealogy Workshop Registration Form
• Figure 11.1 Sample Worksheet for Donor Data
• Figure 11.2 Donation Checklist from Sample Forms for Archival & Records Management Programs
• Figure 11.3 Aviation Safety and Security Archives Deed of Gift
• Figure 11.4 Example of a Pop-Up
• Figure 11.5 Sample Fields in a Software Evaluation Matrix
• Figure 11.6 How Alumni Magazines Can Market to Donors: Two Covers from Lift Magazine Published by Embry-Riddle Aeronautical University

 Library of Congress Catalogue Listing

• Main title: Public relations and marketing for archives : a how-to-do-it manual / edited by Russell D. James and Peter J. Wosh.
• Published/Created: Chicago : Society of American Archivists ; New York : Neal-Schuman Publishers, c2011.
• Description: xiv, 273 p. : ill. ; 28 cm.
• ISBN: 9781555707330 (pbk. : alk. paper); 1555707335 (pbk. : alk. paper)
• LC classification: CD971 .P83 2011
• Related names: James, Russell D.; Wosh, Peter J.
• LC Subjects: Archives--Public relations--Handbooks, manuals, etc.
• Notes: Includes bibliographical references and index.
• Series: How-to-do-it manuals; no. 176
• LCCN: 2011026898
• Dewey class no.: 021.7
• Other system no.: (OCoLC)ocn741273555
• Type of material: Book