Spectrum PR Column
February 1998
PR By Walking Around
Carol Bredemeyer, Salmon P. Chase College of Law Library, Northern Kentucky University (Highland Heights, KY).
AALL Spectrum, Volume 2 No. 5 February 1998, p. 19.
You’ve heard of the management technique of Management by Walking Around? Well, let’s twist that a little and talk about Public Relations by Walking Around. No matter what type of library we represent, there are those in our patron group who never (or rarely) set foot in the library. What is their image of the library? (Oh No! There’s that word that librarians hate - image!) I’m not going to talk so much about the image of the librarian with bun and sensible shoes; I’m talking about the image of the library within the organization. Not necessarily the image the organization gives lip service to (all academics have heard the exhortation that the library is the heart of the institution - until it comes to handing out the dollars), but how others in the organization see you - and the library - as part of the whole organization.
Finding out how the organization views the library may not be easy. Looking at the mangement structure of the organization may give you a clue - is the Library Director on equal footing with the MIS Director or other unit heads? Are you "in the loop" when it comes to decision making? Are you included in social events? Does the organization see the library as a financial drain and an easy place to cut when the budget is tight? Librarians on a calendar year budget should be thinking about the annual report and how they can put their best foot forward to the organization. Let the organization know how your professional networking at meetings and conferences helps the organization meet its information needs.
Let’s not forget the walking around. How many times each day do you leave the library and go to other parts of the building? If you’re not doing it once a day, maybe you should be. Knowing the physical layout of your organization can be very important - you can speak with confidence when space reallocation is discussed if you know a place where space could be more effectively used - if a space is being discussed that you are not familiar with, you will have no way to voice your views. You may have to listen to comments like "Who let you out of the library?" or "What are you doing on this floor?" for several months, but eventually people will get used to your being in places other than the library. This can be one area where your personal image comes into play. Do you dress like the support staff or like the associates and partners (or judges? or faculty? - depending on the school’s culture, this may not be a valid comparison)? Walking around gives you a feel for when particular groups or individuals are busiest, which groups have the best holiday decorations, or the best parties.
Are you invited to the social events (or "duty functions" - it’s your duty to attend)? Dinners, receptions, lectures, the firm "prom"- As dreadful as these gatherings can sometimes be, your attendance signifies that you are part of the organization and you are there as a person, not the library. If you know the people in your organization, you’ll know which ones you can talk to about things other than law and which ones to avoid. Take your spouse when it is appropriate - payback for attending their duty functions.
As hard as you try, all your techniques may not change your status in the organization, but you can chip away at individuals’ perceptions. It may be enough to convince someone to take your side in a discussion. Someday the management of your organization will change - if you have good relationships with the new management people, the library may benefit from the change.
Last Updated: January 28, 2003
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