Library PR, behind the owl. Marketing communication and PR activities at the Klebelsberg Library of the University of Szeged

Abstract

In the present essay, marketing and PR strategies are reviewed which are routinely used in the business sector and can be applied to the nonbusiness sector as well, especially in terms of library target groups. An analysis of communication practices regarding programmes and events may critically reflect on our practices, and may suggest optional routes and possible future solutions. Since marketing and PR are not separated either in our daily practice, or conceptually, the two areas are discussed together. To preserve our values and to deliver our messages to existing and potential users we should be creative and proactive. This is basically not a financial issue, but we must change our and our whole institution’s approach. The entire PR and marketing strategy should be flexible in order to face future challenges.