Wprowadzenie
ć
¦© ¦ ϸǦ ǡ ¦ ¦ä ǤǦ ¸ ĂǦ Ï©ǡĂ© Ïä ¦¦ǤĂ ¦ ǡ Ǧ Ï× Ǧ ǡ¦ © ×× Ǥ ×Ï ǡ Ǥ media relationsǡ Ǧ × ȋǣȌǡ× Ǧ ǡ© Ïä ¦ǡÏ©© ¦¸Ǥ×Ǧ ä publicityǡ ǷÏ Ǧ ä ä ¦ Ǧ × dzͳǤ Ă ¸ǡ Ă Ï ¸Ă¦ÏǦ ͳ ǤǡPublic relationsǡ ʹͲͲͷǡǤͺͺǤMaja Wojciechowska
Biblioteka WyĔszej Szkoäy „Ateneum” w Gdaþsku e-mail: maja.wojciechowska@gmail.com
Media relations jako forma komunikacji
marketingowej biblioteki
¦ ¸ȋ ¸ Ϧ ǡ ¸ Ȍǡ ¦ Ï ǡÑ ǤǦ ¸Ïä ¦stricte Ǧ ¦ǡä¦ǡǡÏǦ Ï ʹǤϐ ¦ǡmedia relations ¦×Ï ä×Ǧ ǤĂǣǷϸ×ǡĂǦ ¦Ñǡ¦ ×ǡ¦Ā Ǧ Ïä dz͵ǤĂ ¸ǡĂ ¦ ¸Ǧ äÏ© ǡ×Ǧ ×Ǧ ǡäÏä Ï ͶǤ
Media wspóäpracujñce z bibliotekñ
B
ǡ× ¦ ©× ǡ ©¸ Ǧ ǤĂ Ïǡ¦ ×ÏǦ © ä×ǡ ¦ Ǧ ¦Ǥ©Ǧ × ǡ×Ăǡ Ă© ǡ×Ǧ Ă©¸ © ¸ ÏǤ ¦ Ϧǡ Ăǡ×Ǧ ǡÏ× ǡ ¦¦ ¸ǡצ¸©¸ ×ǡ× Ï Ǥʹ Ǥ × ǡ Public relations. Wiarygodny dialog z otoczeniemǡ ʹͲͲͷǡ
ǤͳͶͷΫͳͶͺǤ
͵ ǤǡPublic relations. Teoria, praktyka, perspektywyǡ ʹͲͲʹǡ
ǤͳͶ͵Ǥ
Ͷ Public relations – narz¸dzia przyszÏoäciǡǤ ǤÑǡǤÏǡǦ
Ă ×ǡצ×Ï ©Ǧ ǡ¦ ǣ ȂĀ×Ï Ǥ Ǧ ͳǤ ¦¦ Ï × Ǧ Ā Ï ä Ǥ ǡ Ǧ Ï ǡ Ǧ © ¸ ä ǡ ǡ ǡ Ǥ ǡ Ǧ ©¸ǡ ä© ©¸ǡ ǡ¸ Ï ¸ Ǥ Ȃ ʹǤ ÏÑǡĂ ¸¸¦Ï¦ÏǦ ǤȂ ¦¸×ǡäȂǦ ¦¦¦Ǥ ¸ Ăä Ǧ ǡ © ¦ ¸ Ï ×Ï × Ǧ Ï× Ǧ ǤÏǦ Ïǡ ×Ñǡ¸× ×ǡ Ăä ä ¦ Ǥ ¸ Ǧ æ ¦Ǥ ǣ ͵Ǥ ȋȌǢ – Ï Ǧ ȋȌǢ – ä¸ ȋ¸ ×Ă – ×ȌǢ Ǣ – Ǥ – Ǧ ͷǤ ¦¸ä©ÏÑ
ͷ Komunikacja marketingowa. Instrumenty i metodyǡǤǤǡǦ
ϸÏä ¦ǡ¦ Ǥ ¸ ¦ ¦ × × Ǥ¸Ă×Ăä ȋǤǤ×ĂǦ ϐ ǡ¸ϐ ǤȌ¸Ǧ ǡ ×ǡ ¸ä ¸ ÏÑ × Ǧ ÏǤǡ Ă ÏĂä ǡĂǦ ×Ï Ǥ Ȃ¦ Ǧ ͶǤ ¸ä©ǡǤ ǡĂǦ Ǥ æ Ǧ ǡÏ ©¸ǡǤ¦© ¦¸ǡǦ ǡÏ Ǥǡ¸¦Ǧ ǡ ¸ ¦ ¦¦ǡ××Ǧ ¦ǡ ĂÏ× ¦ ×ǤĂǦ © Ñ Ǧ Ǥ
Metody wspóäpracy z mediami
D
¦ ǡĂ©¸ǡà ø¸× Ǧ צ ¦ǤĂ Ǧ ǡ×ÏǦ ©Ǥæ© Ă×Ǥ ×Ï ¸ä ¸ǣ Ǣ – ×Ǣ – Ǥ ǡPublic relationsǡ ×ʹͲͲǡǤǤ Ǣ – ×Ǥ – Ï ¸ǡ ä×Ǧ Ǥ ¸ ǣ æ ǡ ÏǦ ͳǤ ä ǡ ¦ ǡ Ï ǡ Ǥ Ǧ æ ¸Ǧ ÏǤ ä Ȃ¦Ǧ ʹǤ ¸Ǥ¸ Ï ǡ ¸ä Ă©¸ǡĂ ¸ä ÑǤǡ Ï ä ǡ Ï Ă Ǧ Ǥ Ï ǡ × Ï ǡ ×Ïä ǡÏ × ¦Ă ¦×¸Ǥ¸ä© ¸Ǧ Ǥ Ï ¸Ñǡ Ǧ ÏΨ ͺǤ Ȃ ¦ ¦ Ǧ ͵Ǥ ǡ Ă Ǧ Ǥ ¦ ǡ Ǧ × ¦ Ǥ ¦ä ¦ Ïä ¦ ǡ Ă × ä ¦ ¦¸Ǧ ¸¦ǡĂä Ǥ Ï Ȃ¦ÏǦ ͶǤ ¸ä ä¸ ×ǡצ¸ Ǥ ǡCzy w bibliotece potrzebny jest rzecznik prasowy? Na podstawie
do-äwiadczeÑ polskich i niemieckichǡ ȏǣȐMarketing biblioteczny: rozwaĂania, dyskusje, kon-tekstyǡǤǤ ǡ ÑʹͲͲǡǤͷͳΫͷͺǤ
ͺ Ï ʹͲͲΫʹͲͲͺ Ǧ
¦ ¦ ǡ ÏÑǡ ¦ ǤÏ ¸ ¦ Ǧ Ǥ ȂÏ ×Ǧ ͷǤ Ï ä ä Ǥ Ǧ ¦ ä ¦ Ï ǡ × ¸Ăä ¦¸©Ï Ǧ Ǥ Ϧ©Ǧ ǡ ǡÏ× ȋϐ ȌǡÑ Ā¸ ǡÏϐǤϸǡ Ăä Ăä ǡ ¦ © ×æ ¸Ǥ ¦©ǤÏ ǡ× Ǧ ¸¦ǡĂÏ ǡǤ Ǥ Ïä Ïǡ ǡǦ ĂϐȋǤȌǤø©ǡ × ©¸ǡ¸ Ï×Ǧ Ï ǡøǡĂ Ï ¦Ă ĂǤ ×ä¦ ¸¸Ǧ Ǥ ĂäǦ Ă ¸ ¦ǡ © ǡ ä ǡĂǦ ÏĂǦ Ǥ ¸Ǧ ÏǤ Ǧ ǡ × Ñǡ Ï Ǧ ¸Ǥ ¦ ǡ× ©¸ǤǦ æ ǤǤĂä© Ǧ Ï×Ă ǡ ȋǤ ¦ǡϐǡ ǤȌǡĂǦ 䩦 ϸĂä© ǡä Ïä¸ǤǦ
× Ï¸ĂĂ ǡ Ă © ¸¦ÏĂ ×Ï Ǥ Ǧ Ϧ ǡǤǦ ǡ׸¸©ǡÏÑǤ × ¸ä ×ǡצǦ ϸ ä Ă Ǧ Ǥ
Monitoring mediów
W
ǡ ×ÏǦ ǡ ¸ Ǥ ×ͻǤ Ǧ ×ǤǦ æ©×Ï ¸ǡ× × Ï¦©¦Ā© Ǧ Ǥ×Ă Ǧ Ǥä©ǡÏä© äǡ ¦¦Ï ä©ǡ ĂǦ ¦Ă¦ǡ׸ ׸Ǥ ¸¦× ä ǡ× Ï¦Ǧǡ ¦ ¦¸¦ ǡ¦ ×ĂǦ Ǥ ¦Ï Ϋ ǡ ¸Ǧ Ȃ ¸ ¸Ǥ ¸ÏǡĂ Ǧ ͳͺΨ× Ï Ǥ ¸ä ǡä×ͶͶΨǡÏǦæ¦×ǡͳΨǦ ¸ǡͳͳΨ ÏÏ ¦ ǤΨÏǦ ä Ï×ĂΨ Ǧ Ǥǡ× ÏǡÏ ϐǤ ¦ ÏǤ Ǥ ×ǡ×Ăǡ×Ǧ ¦ ÏÑ ǡ ¦ Ǥ ×Ă Ǧ ¸¦ä ¸ä© ÑǤ ¸ä ǡĂ ͷͻΨǡ¦ǡʹͺΨʹΫ͵ǡ ͳͳΨͷǡʹΨȂĂ ͷǤ
WskaĒniki oceny skutecznoĈci mediów
D
× ×ǡ × ×Ï ǡ Ă × Ă Ā×ǣ ä ä Ǥ Āä ¦ǡ¸Ă© Ǧ ǡ × Ï Ǧ ǡǤÏ ǡ Ă ÏǤĀä Ǧ ¦ä Ǥ¸¸ĀǦ ×ä ǡצ ĂÏ ×ǤĂĂ ǡ¦ ¦©Ǧ ©× © ǡ׸¦ ǤǤ ¸ Ǧ × © ä ×ǡÏ ¸Ǧ ¦ ä ×ǤĂä ¦Ǧ ×Ăä ä Ā×ǤÏǦ ǣ ͳǤ Ā× ǣ Ăä© Ǣ – ×Ï ¦ Ǣ – Ï ä¸ Ï – Ï ÏäǢ Ï ¦ Ǣ – ×Ï ¦ Ϧ Ǧ – Ǣ ä Ï ¦ ä Ï – Ǥ ʹǤ Ā× ǣ ¦ Ăä© – Ǣ ¦¦ ¦ ¸ä××Ϧ¦ ¸Ǧ – Ǣ ä ¦Ǣ – ¦ä©ǡ ä©ǡǦ – ¦ÏÏǤ ͵Ǥ Ā× ǣ ¸ä©¸ÏǢ – ÏÏǢ – ÏǢ – ä × ¦ Ǥ – ͶǤ Ā× ǣ ä Ǧ – Ǣ ¸© – ͳͲǤ Ā×ä ÏѦ Ǧ Ă © ×Ăǣ ¸ ×ǡ ¸ Ñ äǡ ÑÏ ǡĂÏ Ï¸ǡǤÏ ¸ Ǧ Ǥ Ā ä ä ¸Ǧ ¦×ĂĀ ä¦ Ï ä©Ǧ ǡǤ × ǤĀ ¦ǡצ¸ ǡ×¦Ï ¸ÏǤ
ͳͲ ǤǤ× ǡǤ ǤǡǤͶ͵ΫͶͻǡPublic relations w teorii i praktyceǡ
ǡ Ïä ÏÑ ǡ ¸Ǧ ä Ϧ ¸ Ǧ Ï Ïǡ× Ă¦ǣ Ȃ¦¸ Ǣ – Ȃ ä Ï ǣ – ǡǡ¸ǤǢ ȂäÏ ǣÑ – ǡ ǡ¦×ǤǢ ϐȂ – ͳͳǤ Ă × × Ă ¸© ϸÏ×ǡ× ¸ĂÏǦ Ǥ Ǥ Ǥ c ¸ ¦ × ǡ¦¸Ïæ Ǧ Ă ×Ǥ × ¸ × ǡ Ǧ ¸ ¦ ¸ ¸ǡ × Ă¦ ǤǤǣ ǡ ǡ ǡ¸Ăǡ×Ǧ Ă× ǡצ ¸¦ Ǧ ¸ǡä ǡ¸ǡä ǤÏ ǡǷѸǦ Ï ×Ǥ ¸ǡæͳͲΨ × ȋ× Ȍ Ϧ ¦ Ǧ Ï ͻͲΨ ×dzͳʹǤ
Podsumowanie
W
×Ï ¦ ¦¸ǤĂǡĂ Ǧ ä ǡ©ǡ ϸ¸ Ǥ Ăä©×ĂǡĂäǦ ¦Ï © Ǧ ǡ©× ǡ © ©ǡǦ © ÏǤ ¸ Ă ¸ ĂÏÏǡ×Ǧ ¦ÏѦ ϸǤͳͳ Public relations – narz¸dzia przyszÏoäciǥǡǤͻ͵Ǥ ͳʹ Ǥ ǡǤ ǤǡǤͷͶǤ
×Ă Ï¦¸Ǥ¦ © ¸ ×Ï © © ¸ Ǧ ©Ăä ǡצǡ Ǧ Ǥ¸ Ă ©¸ ×Ïä Ǧ Ǥ