Transcript communityoutreach_haiwang.ppt

公共关系及其价值
美国一公共图书馆与大学图书馆和书店结为合作伙伴为社会服
务成功案例初探
Public Relations and Their Values
Study of a Successful Case in the Partnership of a Public
Library with an Academic Library and a Bookseller
袁海旺
美国西肯塔基大学图书馆教授、助理院长
美籍华人图书馆协会理事
Haiwang Yuan
Professor/ Assistant to the Dean, WKU Libraries
Chinese American Librarians Association Board Member
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图书馆无偿服务 Free Library Services
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公共图书馆 (Public Library)
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地方政府不动产税（房屋、车船等）是主要经费来源 Funded mainly by property taxes collected
by local government)
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全国平均为 (National average) 85%
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沃伦县公共图书馆为 (Warren County Public Library, Bowling Green, KY) 95%
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$100,000 house  $40 dollars of tax goes to public library.
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其余经费来自州政府 （rest of funding from state government）
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私人资助不是主要考量 （Not relying on private funds）
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只要出具个人身份证明和本地居住证据，即可办理免费图书馆证 (Anyone with proof of local
residency can apply for a free library card)
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持证可免费享受公共图书馆提供的一切服务 (The card gives access to free use of library and its
services)
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图书馆无偿服务 Free Library Services
•
大学图书馆 (Academic Library)
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资金来源: (Sources of Funding)
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正常运作由学校预算拨款（几乎是图书馆预算的全部）(All normal functioning from university budget)
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自己筹款（一些图书馆设有专人负责，有的则与学校筹款机构统筹开展工作）(From private donors by
specified personnel)
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学生图书馆费 (不是所有大学图书馆都有) (From student fee. Not all libraries collect it)
在校师生和职工（包括退休人员）免费享受图书馆服务 (free to all employees, retirees included,
and students)
–
非在校人员可以交一定年费（35-100美元）成为图书馆之友，享受一定范围的服务：图书和资
料的借阅以及部分网上资源 (Partly free to Friends of Libraries with membership fee)
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非在校人员可随时到图书馆内享受即时服务，如咨询，查阅参考资料，由图书馆员代为登录使
用电子资源 (
Anyone can come into the library and use its resources with help of librarian)
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公共图书馆的重要性
Significance of Public Libraries
• 公关图书馆对一个国家和民族的文化以及
该文化的价值十分重要的 (Public library is
important to the culture, the value)
• 公共图书馆有责任让全民接受无偿的培训
(Public Library provides the education that is
available to everyone)
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提高文化和信息素养的意义 Significance of Literacy
• “信息素养是终身学习的基础”(information
literacy forms the basis for lifelong learning.)
• 终身学习有利于掌握改善生活质量的技能 (to
increase skills of bettering one’s life quality)
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消弭信息鸿沟的意义 Significance of Bridging Digital Divide
• “The digital divide is not just a pressing issue of
social equity and race. It’s fundamental to our ability
to innovate, stay competitive, and generate
economic growth.”
• “数字两极分化不仅仅是涉及社会不公和种族分
歧的紧迫问题，而且更是关乎我们能否创新，能
否保持竞争力，能否发展经济的根本问题。”
--卡内基迈伦大学软件工业中心主任和创始人Richard Florida
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扫盲的意义 Significance of Literacy
• 帮助群众掌握终身学习的本领和不断改善生活
的技能 (Help with life-long learning and improve
skills to better their life)
• 成人文化水平高低直接影响孩子在校表现。成
人文化水平的提高对改善孩子的教育和生活质
量有着明显和量化的效果 (Education levels
impact performance of their children at school)
• 有助于建设公平和和谐的社会 (Help build a fair
and harmonious society)
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全美文盲情况 National Illiteracy
• 20%以上成人阅读水平低于小学五年级 (Over 20% of adults can’t
read as well as fifth graders)
• 超过4千万16岁以及以上的人需要扫盲教育(Over 40 million at
and above 16 needs literacy education)
• 43%文化水平最差的人口生活贫困(43% of the least educated live
in poverty)
• 17%文化水平最差的人口接受食品救济(17% of the least educated
live on coupons)
• 70%文化水平最差的人口没有临时或正式工作(70% of the least
educated don’t have part-time or regular jobs)
• 没有高中文凭的劳动者平均月工资为452美元；而具有大学学历
的人平均月工资为1829美元 (Those without high school diplomas
earn a monthly wage of only $452 while college graduates earn a
monthly salary of $1829)
--NDTAC Issue Brief
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肯塔基文盲情况Kentucky Illiteracy
• 40%到44%的有劳动力人口没有阅读能力或阅
读能力极差 (40-44% of the labor capable
population [ages 14-64] can’t or almost can’t
read)
• 14%成人大字不识 (14% of adults are completely
illiterate)
• 25%家里一本书都找不到 (In 25% of households,
not a copy of a book can be found)
--Kentucky Council on Secondary Education
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图书馆的社会服务（Library Community Outreach）
• “Outreach” =“reach out” = 提供服务
（Providing service）
• Out（外边）超越图书馆传统藩篱； 走出去、
请进来
– 正常运作之外 (Out of normal business scope)
– 图书馆围墙之外 (Out of physical walls)
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社会服务的定义
Definition of “Community Outreach”
A systematic attempt to provide services beyond conventional
limits, as to particular segments of a community: an educational
outreach to illiterate adults (Yourdictionary.com 2006).
“为把服务的范围系统地拓展至传统界限之外
而作出的努力，如把服务拓展到一个特定的
社会层面：如对文盲成人的教育等。”
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社会服务的定义
Definition of “Community Outreach”
• “(A)ny activity or program such as tailored library instruction that is
created to ‘meet the information needs of an unserved or inadequately
served group.’ Outreach activities often focus on a specific user population
such as high school students, off-campus students, international students,
non-traditional students and even faculty, and are often a method of
promoting the use of library.” (Puffer-Rothenberg)
• “‘为满足从未得到过或很少得到过图书馆服务的人群的
信息需求’而开展的各项活动，如为用户量体裁衣精心设
计的图书馆教学活动等。社会服务的对象集中在特殊用户
群，如高中生、远距学生、留学生、非住校生、甚至是教
师。社会服务还常常用来促进用户对图书馆的利用”。
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社群与社会（Community vs. Society）
• 社会―人类间社会关系的总称(Society―the totality of social
relationships among humans)
• 社群―同处一地，同属一个政府管辖的人（Community—a
a group of people living in the same locality and under the
same government
• “图书馆与社会”中的“社会”应当是英文“society”和
“community”含义的综合(Understanding of the two terms
is slightly different in China and in the U.S.)
– 立足服务社群 (Serve the community locally)
– 藉以造福社会(benefit the society globally)
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个案剖析
Case Study
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利用伙伴关系开展公关工作
Publicity through Partnership
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伙伴关系的由来
• 1998年，沃伦县公共图书馆（原宝灵格绿市公共图
书馆）与坐落该市的西肯塔基大学图书馆和巴诺书
店（全美最大连锁书店）以组织第二届南肯塔基图
书节为契机结为伙伴关系
• In 1998, Warren County Public Library (formerly
Bowling Green Public Library) in Kentucky established
partnership with Western Kentucky University Libraries
and Barnes & Noble Booksellers in organizing the 2nd
Southern Kentucky Book Fest (known then as Festival)
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取长补短, 增强实力 Each Brings Its
Own Strength and Gets Stronger
取长补短
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公共图书馆拥有校外广大读者和社区群众，特别擅长以儿童和青少年为主的各项活动。易于从大众的
视角了解群众不愿意花钱购买却十分流行的馆藏趋势
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大学人力、物力、财力和技术资源雄厚，具有较强的组织和整合能力，并有筹捐的专才
书店即拥有其固有的读者群又具有推销和经营的实际经验；并且对群众喜欢花钱购买的图书趋势了如
指掌。
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如公共图书馆长所言，没有合作，任何一个单位都无法搞成大型和丰富多彩的社区服务活动
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Each entity has its own specialty
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Public library works well in children events, brings more rounded audience, looks at things from
more popular view, and sees trends and things popular that people may not want to pay the
money on
Academic libraries have very targeted audience, with fundraising expertise, and offers leadership
and technological support
Bookseller brings the perspective of what people would like to pay money on. It brings a more
economic and practical view to the events
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伙伴关系的组织 Partners
• 有影响的社区领袖，包括商业、企业和市府领导任联
席名誉主席 (Influential local leaders as honorary cochairs)
• 公共图书馆馆长和公关主管 (Public Library: Director
and PR Coordinator)
• 大学图书馆馆长、助理馆长、社区服务主管和募捐负
责人 (University: Dean, Assistant to Dean, Manager of
Community Outreach, and Director of Development)
• 书店负责人和公关主管 (Bookseller: Manager and PR
Coordinator)
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伙伴关系的领导 Partners’ Leadership
• 西肯塔基大学图书馆社区服务负责人 (Community
Outreach Manager, WKU Libraries)
• 非图书馆员，却有极强的公关和商业推销背景
(Not a librarian, but has strong marketing and public
relations background)
• 协调图书馆内外有关人员和单位组建的伙伴关系
(Coordinate with the other partners)
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负责人的条件 Job Description
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本科学历 (undergraduate)
宣传和公关的经验 (experience with public relations)
口头、笔头沟通技巧 (oral & written communication skills)
善于处理人际关系 (person’s person)
可证的编辑、策划、组织能力 (proved ability to edit, plan and organize)
基本电脑应用技能 (basic skill in computer application)
创新能力和解决问题的能力 (creative and capable of solving problems)
工作时间灵活 (flexible work time)
人事管理能力 (experience with personnel management)
组织大型图书节或类似活动的能力 (able to organize large book fest or similar
event)
认识一定的书商和作者，并了解他们的运作 (acquainted with publishers and
authors, knowing how they function and work)
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伙伴关系的辅助人员
Volunteers for the Partnership
– 另外下设若干委员会，由图书馆官员、大学教师、社区志愿
者等组成 (Committees comprising professors, librarians and
community members)
• 募捐委员会 (Fund-raising Committee)
• 肯塔基作家年会筹办委员会 (KY Writers Conference Planning
Committee)
• 作家见面会筹办委员会 (Authors Reception Planning Committee)
• 写作竞赛委员会 (Writing Contest Committee)
• 肯塔基文学奖裁判委员会 (KY Literary Award Judging Committee)
– 赞助商 (Sponsors)
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首席赞助商（Presenting Sponsors）--赞助万元及以上者
活动赞助商 （Event Sponsors）--赞助五千元及以上者
支持赞助商 （Patron Sponsors）--赞助三千元及以上者
例外赞助商 （Additional Sponsors）--赞助千元或千元以上者
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伙伴关系的活动 Partner Events
• 举行一年一度的“南肯塔基图书节”（Annual
Southern Kentucky Book Fest）
• 宗旨是鼓励阅读和对书本的热爱，并在本地区和肯
塔基州为提高文化素养开展的工作中扮演积极的角
色（To encourage reading and the love of books and to
be a positive force in reducing illiteracy in our region
and state.）
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伙伴关系的活动 Partner Events
• 以图书节为轴心，展开一系列丰富多彩的社会服务活动 (Series
of events around the Book Fest)
– 一个社区、一个校园、一本书活动 (One-Community-One Campus-One Book)
– 大家来读一本书（On the Same Page）
– 都来一起读 （1Read）
– 掉进书里 (Fall into Books)
– 奖学金 (Scholarship)
– 黑人月活动 (Black History Month)
– 肯塔基写作大会 (Kentucky Writers Conference)
– 全国家庭文化素养月 (Family Literacy Month)
– 肯塔基文学奖 (Kentucky Literary Award)
– 读书大动员 （Big Read）等等
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图书节 Book Fest
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图书节即景 Book Fest Snapshots
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“一个校园-一个社区-一本书”
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“在同一页上”: “一个校园-一个社区一本书”的儿童版
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读一本书 1Read
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作家年会 Writers Conference
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掉进书里 Fall into Books
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图书节奖学金 Book Fest Scholarship
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文学奖 Kentucky Literary Award
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黑人历史月 Black History Month
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全国家庭文化素养月 National Family
Literacy Month
• 儿童读书周
(Children Reading
Week)
• 宣言签字仪式
(Proclamation
signing
• 作家签书仪式
(Book signing)
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Big Read
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伙伴经费分担 （Share Costs)
• 公共图书馆 (Public library)
– 人员投入 (Manpower)
– 旧书出售所得 (Proceeds from used book sale)
• 书店 (Barnes & Noble Booksellers )
– 人员投入 (Manpower)
– 图书节售书部分所得 (Portion of what they sell at the event)
• 大学图书馆 (University Libraries )
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人员投入 (Manpower)
技术投入 (Technology)
资金投入 (funds raised for the events)
组织投入 (Leadership)
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Fundraising & Related Events
• 大学图书馆募捐主管
发现、培养潜在捐助
单位和个人，适时开
展募捐活动
(Development officer
from WKU looking for
local sponsors)
• 冠名赞助(title
sponsorship)
• 现金和实物赞助 (cash
and in-kind)
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旧书助书节 (Used Book Sale)
• 学生协助募集旧书 (Get student
organization to collect donated books)
• 体育部以“书与球篮方式征集旧书”
（“Book & Basket”– used books for
tickets sponsored by the Athletic
Department）
• 零售商对旧书活动提供储书场地和包
装袋 (Department store provides
storage space for books)
• 旧书在公共图书馆出售 (Public Library
sell used books)
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Expenditure
• 主要作家的旅宿费用 (Travel and boarding for headline
authors)
• 租借活动场地 (Rent of event venue)
• 印刷宣传材料 (Publication for publicity)
• 网站 (Web hosting)
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伙伴关系成功秘笈 (Key to Success)
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研究管理的专家认为，在二十一世纪，任何人与团体都无法独自发挥作用并取得满意
的成果
战略联盟和合作伙伴关系对促进图书馆完成其既定的任务（mission）、实现其规定的
目标（goal）、提高其服务质量、丰富其服务内容至关重要
伙伴关系需要时间来建立、需要精力来维护
伙伴关系的建立不是偶然，而是故意，每一个伙伴都是利益相关者（stakeholder），伙
伴之间要
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尊重各自的特点 (respect each other’s strength)
拥有同等发言权 (each entity has a voice equally respected)
求同存异，在相互尊重的基础上取得共识 (“We do not necessarily agree on everything, but we can
always come to consensus because of mutual respect.”)
尽心尽力培育伙伴关系 (We give it the time that it deserves.)
重视伙伴关系组织的活动 (We all value the events in the partnership. )
建立畅通的沟通渠道，定期开会，有事共商 (meet regularly, normally once a month with communication
channel open)
责权分明、荣辱与共、共担责任和风险 (division of labor and share responsibilities and risks)
有共同的使命感和发展眼光 (share same mission and view of future)
发扬团队精神 (team-oriented)
顺应形势，及时变化 (We are adaptable. Making changes as needed)
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图书馆建立伙伴关系的好处
Partnership Benefits the Public Library
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增值服务本身就是公关的工具，可以吸引用户更多利用图书馆的服务 (Value-added service is
a marketing tool, pointing users back to using other services of the library)
伙伴关系组织的活动规模之大，图书馆自己是无法做到的 (One of the major benefits is that
we are able to offer an event in a scope that we wouldn’t be able to do it on our own)
能够开展自己无法单独开展的活动，以完成图书馆为扫盲和终身学习作出贡献的使命 (Able
to offer something we couldn’t otherwise do to fulfill our mission, which is literacy and life-long
learning)
资源共享能够使图书馆更多地走出去接触更多的群众 (The pool of resources we share allows us
to go out to the community more than in the past)
成为申请更多资金的基础，让申请工作更加容易 (Basis for additional funding and make our
application for grants much stronger)
让群众改变对图书馆的偏见 (Marketing tool to show that library is supposed to serve everyone
in the community, not just a place for children only as some sees it)
更易于游说不同人群 (The events provide good opportunity for us to speak to other groups)
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伙伴关系多元化 More Partnership
• 本地报纸 (Local newspaper)
• 本地电台和电视 (Local radio/TV station)
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开展公关的其他活动
Other Events for PR
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通过各种渠道宣传“我眼里的
世界”这项活动，包括将新闻
发布寄送到各个媒体、在城里
张贴告示、邮寄明信片广告、
在每周一次的报纸广告栏做宣
传 (Publicized "The World As I
See It" series by sending press
releases to all media outlets,
distributing posters all over
town, sending out postcard
mailings, and including
information in weekly
newspaper advertisements)
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• 每月举办电脑讲座， 在馆内贴告示、在报纸打广告
（Host monthly computer workshops and publicize them
internally with fliers and in newspaper ads
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• 通过新闻发布会、
传单、明信片、广
告等诸多方式宣传
“2009年活动总
览”(The library
advertises the
events listed in the
"2009 Happenings
List" in a variety of
ways, such as press
releases, fliers,
postcards, and ads)
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• 图书馆经常开展的
少年活动不仅在馆
内进行宣传，而且
还张贴到各个中学
和高中 (Our ongoing
youth programs are
advertised internally
and listed online, as
well as distributed at
various school
outlets)
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“夏日阅读”是图书馆最忙的活动。 把宣传品做成书签发至各个学校，同时在报纸上
以小报的形式广而告之 (Our summer reading program is one of our busiest program times.
To promote, we send bookmarks to all of the schools and publish the entire schedule online
and in the newspaper in tabloid format)
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利用网络开展公关工作
Public Relations through Web
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网站 Web
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网站 Web Site
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纽约图书馆利用网站募捐
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Web 2.0
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博客 Blog
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博客 Podcasts
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YouTube
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Flickr
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Facebook
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微博 Twitter
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关于 (About) Web 3.0
• Web 1.0 = 鼓励上网 (Getting online)
• Web 2.0 = 用户为社交创作内容 (Users
creating content to socialize)
• Web 3.0 = 由乱及秩/智 (Making sense out
of chaos)
– Semantic Web 语义网
– Linked data 数据互联
– Graphic database 图解数据库
– Mesh up 合成
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专人负责公关工作
Who is coordinating the PR efforts?
• 公关负责人 (PR coordinator)
• 有经验的临时工作人员 （A part-time staff
working on events）
• 外援：大学的实习生 (Also rely on an intern
working for WKU Libraries for graphic design)
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馆员在公关中的作用
Role Library Director Plays in PR
• 发现和确定参与合作伙伴的活动内容 (Identify what the
PL can bring to the partnership)
• 保障合作伙伴关系能为我们公关所用 (Make sure the
partnership is the marketing tool for us)
• 保障所作的一切符合图书馆的宗旨 (What we do will fit
into the mission)
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馆员在公关中的作用
Role Library Director Plays in PR
• 承认各有所长的前提，从本馆实际出发，互补互利 (We
all have different strength. The dean of WKU libraries is
very visionary, having great ideas. But our funds are
limited. My strength is practicality. We can practically
achieve grander vision and pairing it down to what we can
do. We complement each other.)
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馆员在公关中的作用
Role Library Director Plays in PR
• 游说地方不同群体 (Some of
us and I have gone to speak to
specific groups)
• 与市领导和地方名流搞好关
系 (Networking with mayor
and local community and
business leaders)
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利用Web 2.0 与用户交流
Communicate with Patrons via Web 2.0
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图书馆的社会效益 (Social Benefit of Libraries)
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促进思想交流 (Discovery of ideas)
提高阅读兴趣 (Joy of reading)
发挥信息的能量 (Power of information)
尊重多元化社群，提供相应服务 (Respects diversity of
opinion and community needs )
消弭信息鸿沟(Bridge digital divide)
提高文化和信息素养 (Literacy and information literacy)
提高终身学习能力 (Life-long learning)
提供增值服务(Provide value-added services)
促进地方经济 (Promote local economy)
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图书馆与地方经济 (Library & Local Economy)
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提高文化水平 (Increasing literacy)
改善生活品质 (Adding quality to life)
吸引投资 (Attracting businesses to the area)
活动本身引来和刺激消费 (Events bring
dollars to the community)
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量力而行 (Act According to Your Ability)
• 自己决定社区服务的范围，多做多收益 (You
determine your community outreach level: the
more you do, the more you benefit)
• 从小做起，逐年扩大 (You can start at the basics
and add programs each year)
• 技能办事、又少花钱 (A lot of things do not
require much money)
• 关键在于决心 (It is a question of degrees and
commitment)
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图书馆面临的挑战
Challenges Public Library Faces
• 资金是最大的挑战，会让人力不从心 (Funding is
always the biggest challenge. We always want to do
more, but we can’t)
• 馆藏的不同格式也是挑战。什么值得投资、什么
能够长期保存、什么可以流通等 (The variety of
formats that are available now presents challenge.
Which ones you invest in and which ones have
sustainability. Which one we can use to circulate
• 在数字化的时代，版权也是一大挑战 (There are a
lot of copyright issues in the digital age)
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致谢 Acknowledgement
• 在制作本报告的过程中，作者采访了美国肯塔基州
宝灵格林市沃伦县公共图书馆馆长莉萨·莱斯，其中
不少地方就引用了这次采访的谈话 (The author
thanks Lisa Rice, Director of Warren County Public
Library at Bowling Green, KY, for the interview she
granted him and for her permission to quote her)
• 该图书馆副馆长（原公关负责人）阿什丽·福克斯为
作者提供了该馆的公关材料。(Thanks also go to
Ashley Fowlkes, Assistant Director and former
Coordinator of PR, for giving me a lot of its PR
materials demonstrated in the presentation).
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Questions?
Thank you!
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