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Archive for Chapter 4: Advocacy, Marketing, PR and Outreach
Are New York Times writers reading Liz’s & my book?
From a recent article about Angelina Jolie and her Carefully Orchestrated Image (which, if she is looking for a supporting band name, in case this whole international film superstardom doesn’t work out for her, Her Carefully Orchestrated Image would be a great one. You can have that one for free, Angie!):
While all celebrities seek to manipulate their public images to one degree or another, Ms. Jolie accomplishes it with a determination, a self-reliance and a degree of success that is particularly notable. The actress does not employ a publicist or an agent. The keys to her public image belong to her alone, although she does rely on her longtime manager, Geyer Kosinski, as a conduit.
But more recently, she has emphasized her philanthropic work, and her growing family. Ms. Jolie, with Mr. Pitt, now has a clan of six. There are three adopted children — Maddox, Pax and Zahara — and three biological children: Shiloh and the twins, Knox and Vivienne.
But she cut a very different, wilder figure in Hollywood during her marriage to the actor Billy Bob Thornton. After their divorce in 2003, Us magazine asked Ms. Jolie if she would agree to an interview and be photographed. According to two people involved, she declined — but then offered the magazine another photo opportunity. Ms. Jolie informed it what time and place she would be publicly playing with Maddox, essentially creating a paparazzi shot.
The resulting photo, the origin of which was not made public to Us readers, presented Ms. Jolie in a new light — a young mother unsuccessfully trying to have a private moment with her son.
Meanwhile, here’s what we wrote, about a year ago:
Pop culture is overflowing with examples of people who successfully combine advocacy, marketing, and public relations — they’re called celebrities. Few celebrities acknowledge or admit the degree to which they create their own “spin,” and not all do it well. And, of course, while celebrities can spin, they cannot control the media [though that NYT article puts the lie to that assumption]. What they can do is decide how and when to release photographs (Suri Cruise’s Vanity Fair cover) and give smartly timed interviews in magazines like InStyle, Us Weekly, and People.
Look at Angelina Jolie: In the early 2000s, she was Hollywood’s “wild child”, giving interviews about her bisexuality and fondness for S&M (Lindsay Lohan looks tame by comparison!). Now, Jolie is the beloved mother of a growing family, giving interviews about playdates and humanitarian issues. We’re not saying that Jolie is not a loving mother or a dedicated worker for various causes, just that she recognizes how the public reacts to the story of her happy family. With each additional child she has, by adoption or birth, Jolie tells a story about how that child entered her lief and how that child adds to and completes her family. This involves advocating and marketing an element of herself that the public reacts to favorably. As for public relations, open almost any popular magazine and you’ll see a photo of Jolie as a proud mother walking her smiling child to school or with her children playing contentedly together on the beach. If Angelina Jolie can do it, so can the library. [p.63-4]
Indeed. Perhaps ALA could schedule an advocacy @ your library preconference with Ms. Jolie the next time we’re in New Orleans for Annual?
Cross-posted at Pop Goes the Library: The Original.
I was going to go in TOC order with these previews, but Lara Z. did such a nice job of setting up the discussion for this topic in her comments to the first Book Preview post that I thought we’d just move on and see where the conversation takes us. So, on to Chapter 4: Advocacy, Marketing, PR & Outreach!
Liz & I use the example of a nascent graphic novels collection for kids throughout the book, both for continuity, and because we’re hearing about and seeing more & more GNs better suited to a J (juvenile) classification than YA or adult. We discuss this kind of collection from both the point of view of the GN advocate and the GN skeptic, and while it’s no secret whose side we’re on, we are sensitive to the concerns of the skeptics, and we think practicing your advocacy, marketing, PR and outreach skills every day is the best way to rally community members & colleagues within your library to your cause.
Here’s a taste of how we view outreach on behalf of this kind of pop culture collection, and the benefits it may bring to your library’s services:
When you built your pop culture collection, you didn’t start from scratch. You used existing collection development staff, policies, and resources to create a collection that fits your community’s interests. Now use the same strategy for outreach. Pull out your library’s current policies, guidelines, and other existing outreach tools. Consult resources such as the tipsheets provided by ALA’s Office for Literacy and Outreach Services ). Look at your pop culture initiative and start brainstorming groups, people, events, and places to visit. Start with the ideas you had when you launched the initiative, but think bigger!
Ask yourself,where do your comics-loving patrons go? Is there a county, state, or other nearby convention that they look forward to? Add that gathering to your “to-visit”list. Remember:You don’t have to do this alone. Sit down with staff to brainstorm outreach possibilities and preferred outcomes. Do you want to make connections with parents, so that they know that reading comic books can actually improve literacy scores? Do you want to generate excitement about the new collection among kids and teens? Do you want to develop a mechanism for soliciting collection input and book reviews from patrons? Do you want to establish a relationship with a local comics shop? Write it all down, and don’t censor yourself. We understand there are only so many hours in the day, someone has to stay in the branch, and it takes time to plan all those programs. Still, we encourage you to shut off your inner naysayer. For now, just brainstorm: The sky is the limit. Put down as many ideas as you can think of. You can prioritize later.
Continuing with our comics collection example, your list of outreach possibilities could include:
- Public and private schools, including art teachers, English teachers, reading specialists, related school clubs, activities, and publications
- Parent-teacher organizations
- Parenting groups
- Local art schools
- Art galleries
- Comic book shops
- Comics and manga conventions and associations (local, county, or state)
- Authors, artists, and illustrators
We admit, that’s a pretty long list. Now think about why you want to talk to each group, using this process to help you determine your top outreach priorities. If you’re hosting a contest to help promote the collection, talking to art teachers may be your first priority—not only could you ask the art teachers to promote the contest to their students, but you could invite them to judge the contest, too. If your main concern is letting parents and concerned adults know the value of comic books (beyond the obvious—readers love them!),then target parent-affiliated groups first. When brainstorming with staff, ask them about any connections they might have. If you have a comic book lover on staff who visits the local comic shop weekly to pick up new titles, use that connection to build your relationship with local experts (and maybe negotiate a discount on bulk purchases!).
Many of you who responded to our survey told us about the kinds of outreach strategies you use at your libraries, and many of those suggestions are in the book. Of course, we are always excited to hear about & share more ideas with our colleagues, so what are you up to? We’d love for you to share your top tips, your most mortifying disasters (feel free to go anonymous with those, if you’d prefer), and your assessment of why this stuff works.
Note to everyone who responded to the survey: we’ll be extolling your invaluable contributions to our book in a future post!
Yes, you read that right. Check our index and you’ll see “Jolie, Angelina 62-63″.
Curious about what Angelina has to do with libraries?
How about fandom (163-165), Working Girl (100-101), or Rachael Ray (12, 214)?
Only one way to find out…