Advertising and marketing Public Library Providers in Sierra Leone


The idea of instituting advertising rules to non-profit establishments akin to library and knowledge Providers is now not an argument. Organisations function in an atmosphere of change. Right now we stay in a world market for a lot of items and companies during which know-how, buying energy and plenty of components change regularly. One of many key features of promoting is to learn the way these modifications have an effect on clientele’s needs and desires and to develop organisational methods and plans that may make sure 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.

Public Libraries

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 accessible to all. It’s a main company of enlightenment for adults, offering for youngsters the recorded experiences of others which is able to assist them develop into adults.

Usherhood (1981) outlined Public Library as a corporation established, supported and funded by the neighborhood, both via native, regional or nationwide authorities or via some type of or different neighborhood group. It supplies entry to information, data and works of creativeness via a spread of assets and companies and equally accessible to members of the general public neighborhood 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 establishing of the Board was envisaged within the Authorities’s White Paper on Academic Growth 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 training;

• To supply efficient companies for youngsters and younger adults together with requisite companies to varsities;

• To supply a lot wanted data and references companies;

• To supply the place wanted sufficient companies for particular teams, that’s girls and women, language teams.

The Central Library is designed to offer public companies to Freetown and in addition to perform 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 Kids’s division.

Libraries are charged with duty to offer data service to help academic, 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:

Kids Providers

The Sierra Leone Library Board supplies data companies to kids by the supply of books and different supplies for youngsters which are sometimes housed in a particular part often known as the Kids’s Library. A particular service for youngsters often known as youngster oriented academic programme specifically designed for youthful library customers is included within the kids’s library companies. Additionally they present companies to kids via storytelling, drama/play and studying aloud.

Ebook Borrowing and Lending Service

The principle activity 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 a wide range 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 accessible paperwork and knowledge companies. That is accomplished by collating data 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 Data

A extra private data service is being run on the Sierra Leone Library Board during which the library continuously notifies library customers about explicit data/supplies matching them in a profile of the knowledge wants and analysis pre-occupation of their clientele. That is accomplished 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.

Outreach Providers

The Sierra Leone Library Board supplies outreach data companies which is dedicated to growing library outreach programmes for non-users, the undeserved, and folks with particular wants within the communities in restricted areas.

Pc and Web Providers

In an try and bridge the digital divide, data assets and authorities companies are being offered on-line by the Sierra Leone Library Board. That is accomplished 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.

Library Advertising and marketing

Advertising and marketing is commonly considered as a set of methods and methods that belongs to directors outdoors 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 and marketing in line with Weingand (1995) “will be considered as a technique of alternate and a solution to foster partnership between the library and its neighborhood” (p.296). So as to keep the connection between the general public library and the neighborhood, advertising methods need to be employed as efficient instrument.

Advertising and marketing within the public library means greater than merely promotion or promoting. It’s extra involved about person wants. Advertising and marketing the Public Library is a social and managerial course of by which services in addition to values are exchanged in an effort to fulfill people or group wants. Advertising and marketing refers to these devices via which data, 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 and marketing Programmes

The continued existence of libraries, if not their survivals, could nicely rely upon using advertising and planning methods, communicated via 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 perform; conversely, it could be simply depicted as a philosophical relationship between library and neighborhood which serves as a guiding mild for promotion actions.

Each communication and analysis abilities serve nicely within the advertising planning technique of which Public Relations is a crucial part. Particular abilities and information are additionally wanted in advertising planning applications 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 knowledge companies are advanced 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. Consumer research subsequently, have a really big selection of makes use of in relation to the planning of library advertising programmes of a service. They contribute within the planning, promotion and improvement of library companies. Of their contribution they assist in the understanding of various person group behaviour and their wants, and might help in efficient campaigning and planning course of.

Three steps to planning library advertising programmes are:

• Understanding what your beliefs are and subsequently what you need to obtain;

• Speaking these beliefs as sensible targets to the individuals with whom you’re employed, so that these targets will be fulfilled; and

• Making a automobile which permits this to occur. This may solely be achieved by defining the essential elements and thru group.

Strategies of promoting in Sierra Leone Library Board

Ebook Shows and Exhibitions

Shows and exhibitions are extensively 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. Additionally it is a way of drawing the eye of customers and non-users to explicit facets of library assets and companies.

Printed supplies and Publications

So as 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 via information launch. The administration additionally considers annual stories and newspapers as fundamental publicity methods. Publications akin to bibliographies, guides and brochures are utilized by the library to speak with the broader public.

Public Relations Workplace

Public relations in line 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 duty to boost a easy system of communication.

Consumer Training/Readers Advisory Service

This may very well be described as coaching a bunch of customers within the efficient use of the library and its assets. It’s used to stimulate the customers to make higher use of the library and introduces library employees to clientele who is perhaps reluctant to hunt their help. That is the principal means via which library employees can study readers’ wants, opinions and habits. Good communication with readers allows employees to tell and affect readers.

The Media

These contain printed and audio-visual types of communication and any obligatory tools to render them usable. The Press, radio and tv are necessary technique of publicising data 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 akin to 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 akin to ‘Fb’ and ‘Watsapp’ as an efficient approach for publicity in an effort to put their messages throughout to customers of their companies.

Challenges of Advertising and marketing Library and Data Providers on the SLLB

A variety of challenges have militated in opposition to the efficient planning and implementation of library advertising applications at SLLB. The next are among the challenges:

• Insufficient Workers: Though employees numbers have been maintained, the ratio {of professional} employees may be very low. The library is manned largely by paraprofessionals who largely lack the talents 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 working of the library thus the library administration has to foot many of the payments that need to do with advertising. The irregular stream of funds has served as a barrier to the progress of promoting library and knowledge companies on the SLLB.

• Lack of ordinary printed supplies and publications: The SLLB lacks most traditional printed supplies and publications on account of poor planning of promoting programmes. This negligence has made the library handicapped of public relations instruments within the type of printed supplies and publications akin to newsletters, questionnaires, diaries and calendars.

• Shows are improper and exhibitions appear virtually absent: The library relies upon totally on donations and many of the books are acquired with out jackets. Due to this fact displaying e-book jackets in inconsistent. In reality exhibition programmes are but to outlive as they’re solely not too long ago 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 services. The library can’t incessantly organise radio programmes by itself due to lack of funds. The absence of radio programmes stands out as an acute downside to the progress of promoting applications within the library.

Conclusively, advertising is the instrument that libraries use to rework their goals and targets into operational plans of motion. In most growing nations’ 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 obligatory for the achievement of targets and targets.

Supply by Solomon Sellu

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