Public Relations and Marketing for Archives: A How-to-do-it Manual, New York, Neal-Schuman Publishers with the Society of American Archivists, 2011. xiv + 273 pp. ISBN 978-1-5557-0733-0. US$80.00 Public Relations and Marketing for Archives – A How-To-Do-It Manual provides a brief, but broad overview of the key elements of marketing, public relations and stakeholder engagement for archives. ‘Over the past 30 years, conference presenters, graduate educators, association consultants, and workshop leaders have urged archivists to pay greater attention to advocacy and outreach’ (p. 1).
As a Society of American Archivists co-publication, it seeks to support the profession in encouraging basic advocacy and the promotion of the services of archives, historical societies, archivists and volunteers in a variety of forms. The book has a clear focus on examples predominantly from the United States (US). It is not comprehensive; therefore, it is more appropriate for small archives or historical societies.
The introduction provides an interesting summary of advocacy and marketing of archives in the US. As the introduction clearly states, it is not a definitive work. Rather, it synthesises (mostly US-based) examples and provides a basic toolkit listing or framework. This How-To-Do-It Manual (which is perhaps better subtitled ‘starter’ manual) provides summaries of the basics of websites and key social media platforms and encourages the sort of thinking and planning that is behind marketing success. There are other Neal-Shumann publications focused on each of the areas outlined in this book, which provide more comprehensive (but US-focused) content, if required for further reading. Some of the content may become out-of-date quite quickly, as social media platforms change their set-ups frequently. There are other wide-ranging, but very brief, notes on engaging with donors, volunteers and students.
The book also encourages the reader in ‘quick bites’ and provides reminders in clearly highlighted text about considering policies and procedures for the various types of marketing and communication methods. Other comments include the need to consider initially why you are conducting the particular selected type of communication. Evaluation is only mentioned briefly. There are examples of forms and reproduction fees and conditions, which will be particularly useful for US archives and archivists.
The book will date quickly, as websites will be updated and changed. Nevertheless, readers can check out the latest examples online, as well as using this book to encourage searching for similar sites for comparison.
‘Archivists should view public relations as a core component of their work rather than an added burden’ (p. 3). As the authors stress, if nothing else, I hope the book encourages archivists to update their skills and knowledge of social media and Web 2.0 technologies and that they begin, or continue, to consider how to integrate these tools with the more traditional public relations, advocacy and promotion frameworks that are currently in use.
© 2013, Sue Hutley