Making the case for your library : a how-to-do-it manual

목차 (Table of Contents)

• CONTENTS
• List of Figures and Credits = ⅸ
• Preface = xiii
• Acknowledgments = xix
• Part Ⅰ Developing and Sharing the Message
• 1 Developing Your Library's Message = 3
• The Politically Powerful Message = 3
• Focus on Desired Outcome = 5
• Be Simple and Repeatable = 5
• Flexibility and Adaptability = 6
• Putting It All Together = 7
• 2 Sharing the Message = 9
• Get "Outsiders" on Board = 10
• Use Your First, Best Tool - You! = 11
• Does Image Matter? = 13
• Work with Your Staff = 13
• Work with Your Board = 14
• Create an Advisory Board = 16
• Friends Groups = 17
• Develop a Friends Group = 18
• Back to You = 20
• Part Ⅱ Delivering the Message
• 3 Creating the Continuous Campaign = 25
• Newsletters = 26
• Letters to the Editor and "Op-Ed" Pieces = 38
• Television Coverage = 44
• Tips for Successful Television Appearances = 45
• Public Service Announcements = 48
• General Promotional Pieces = 51
• Annual Reports = 74
• Endorsements = 83
• Presentations = 85
• Institutionalize Public Relations = 86
• 4 Creating Successful Slide or PowerPoint Presentations = 89
• Why a Visual Presentation? = 89
• Articulate the Desired Outcome = 90
• Identify Your Primary Audience = 90
• Make Your Message Count = 91
• Maximizing the Effectiveness of the Message = 92
• Putting a Visual Presentation of Together = 92
• Creating the Images = 93
• Developing a Script or Narrative Outline = 94
• Training the Presenters = 95
• Taking the Show on the Road = 96
• Checklist for Slide or PowerPoint Presentations = 97
• Part Ⅲ Targeting the Message
• 5 Producing the Targeted Campaign = 101
• Planning = 101
• Expanding the Circle = 103
• The Campaign Begins = 103
• The "Vote Yes" Campaign = 104
• Letters to the Editor and Newspaper Support = 104
• Advertising Campaigns = 109
• Flyers and Postcards = 110
• Telephone Reminders = 118
• The Campaign to Influence Decision Makers = 119
• Letters = 123
• Petition Drives = 125
• Postcards = 126
• Telephone Campaign = 130
• Paid Newspaper Advertising = 130
• E-Mail Campaign = 132
• Media Event = 132
• Following Up = 133
• Saying Thank You = 135
• 6 Final Thoughts = 137
• Measuring Success = 137
• Keep Your Eyes on the Prize = 139
• Index = 141
• About the Author = 143