Because most districting projects lead to an election, the importance of public relations cannot be overemphasized. A public relations program is more than just publicity. It involves choosing one or two important messages and then designing a systematic program to carry the message(s) to the public. The way that the message is conveyed is vital. Certainly, publicity techniques, such as brochures, newspaper articles or ads, radio and television spots are essential. In addition, it is also important to make many personal contacts.
If the districting effort includes existing libraries, the importance of the participation of library board members in the public relations work for the new district cannot be overstated. The Idaho Commission for Libraries has found that where districting efforts have been successful, board members have been very active; where districting efforts have failed, board members typically have been less active. It is vitally important, therefore, that board members show their support for the new district by speaking out
for it, both to individuals and to groups.
Repetition of the message is also crucial. Everyone who is speaking for the districting effort needs to be saying the same thing. Brochures and other media need to use the same slogan and graphics repeatedly, so that the message becomes identifiable in the minds of the public with symbols. In advertising, this is known as branding.
The message must also be made a part of community events that relate to community pride and which many people attend. The working group needs to plan to make the districting effort visible at such activities as county fairs, parades, and other special community events.
The importance of endorsements by both groups and individuals is a top priority. Groups that work with children are likely to endorse efforts to improve library services. Such groups might include 4-H, Boys and Girls Clubs, Camp Fire, Navigators USA, Girl Scouts, and Boy Scouts. Other groups that emphasize community improvement and education are also likely to be supportive. Such groups might include: PTA/PTO groups, school boards, progressive chambers of commerce, and service organizations.
Prominent community leaders who are supportive should also be sought out for endorsements. From the contacts made in the Assessment Phase of the districting project, the working group should have lists of groups and individuals who are favorable to the district. Some groups may be willing either to pay for advertisements announcing their endorsements, or to write a letter to the editor to announce their support. A schedule for seeking and releasing news of endorsements should be developed so that
endorsements are made throughout the life of the districting project.
To assure that public relations are carried out in a systematic and effective way, it is essential that a public relations plan be developed and implemented. If possible, this should be done by a professionally trained public relations expert.
The plan should include the following items:
- The message or messages that will be emphasized in the public relations campaign
- The slogan or slogans that will carry the messages
- The graphics that will be used to carry the messages
- Lists of local media outlets, including contact persons, who will be informed of districting activities
- Methods for soliciting and publicizing endorsements for creating a library district
- A training program for spokespersons (particularly board members) to speak for the districting project
- Brochures that will be used to carry the messages
- A calendar of events and activities that will be used to carry the messages