Library PR 2.0

By Michael Casey & Michael Stephens — Library Journal, 10/15/2008

The rules of marketing have changed. Do libraries know that?

Corporate PR-types used to control the message. Sitting behind a desk, they’d write a carefully crafted press release and then send it off to newspapers and upload it to their web site. The attention the company got might barely justify the salary of the PR professional.

Today’s world is fundamentally different. Neither news nor brand identity are controlled through press r