NJ State Library Receives NJLA Award for Public Relations Campaign
Tuesday, May 4th, 2010The New Jersey State Library was recognized for Public Relations excellence for its Tell Us Your Story public relations campaign by the NJ Library Association at its annual conference in Long Branch. Accepting the award was Nancy Dowd, NJSL director of marketing, and Gary Cooper, NJSL public relations & news media contact.
The campaign was created to collect compelling stories from library users to show how libraries transformed their lives and to show librarians how to effectively use those stories for local advocacy efforts. One element of the campaign trained librarians in the art and process of public relations and storytelling, which resulted in a change of attitude toward marketing and a better understanding of its value. An overwhelming majority of people who participated in the campaign indicated they now viewed marketing as an important service essential to the financial health and viability of their libraries. The stories provided the NJSL marketing department on how libraries were meeting their customers’ needs in the economic downturn resulted in an expansive statewide media campaign that reached millions of people through news media stories, commercials, outreach and the Web.
With over 240 NJ libraries and 800 individuals participating, the campaign established an effective communication network through the NJSL Marketing Blog and listserv, and created a foundation that strengthened the librarians’ ability to convey the transformative role that their libraries play as the needs of their communities evolve. The influence of this campaign continues to grow as libraries in Maryland, Florida, California and Vancouver adopt elements of it for their marketing and advocacy efforts.












