Historic black-and-white library reading room with patrons focused on books at a large table, surrounded by shelves. Text overlay reads: "How to Make Your Library Promotions MORE RELEVANT!" with the words "MORE RELEVANT!" emphasized in yellow.
Photo courtesy Cincinnati & Hamilton County Public Library

In this post, you will learn:

  1. Relevance matters more than frequency. Libraries don’t need to send more messages. They need to send more relevant ones.
  2. Data makes library marketing more newsworthy. Statistics and outcomes can transform promotions into compelling stories.
  3. Trust is a strategic asset. Libraries can stand out by being a reliable source of information and expertise.

I recently downloaded Cision’s State of the Media Report so that my library could adjust our media strategy to get more positive press. But I found myself looking at the report as a larger lesson for my library marketing.

Cision surveyed nearly 1,900 journalists worldwide about how they work, the challenges they face, and what they need from public relations professionals. At first glance, it might seem like a report intended for public relations agencies and large, well-funded corporate communications teams.

But as I read through the findings, I kept thinking about libraries (of course!) That’s because the challenges journalists face look surprisingly similar to those library marketers face every day when reaching our communities. 

People are overwhelmed with information. They’re short on time. They’re sorting through more content than ever before. And they are constantly trying to determine which messages deserve their attention.

The things that cause a journalist to ignore a pitch are often the same factors that make a community member ignore a library marketing message.

Here are the top five things I learned from the report about making my library’s message stand out.

Takeaway #1: Relevance Beats Volume

The report found that the number one factor that makes journalists respond to a pitch is relevance. Nearly 80 percent said they are most likely to consider a story when it aligns with their audience and coverage area. Likewise, more than 80 percent said they reject pitches that aren’t relevant.

That should sound familiar. Libraries often assume that getting attention is a volume problem.

  • “We need to post more.”
  • “We need to send more emails.”
  • “We need to promote this event harder.” (What does that even mean, really?)

But attention isn’t usually a volume problem. It’s a relevance problem.

The question isn’t whether your community saw your message. The question is whether they immediately understood why it mattered to them.

A generic announcement about a program might get ignored. But a message that clearly connects to a person’s needs, interests, goals, or challenges has a much better chance of breaking through.

Takeaway #2: People Are Drowning in Messages

Most journalists in the survey reported receiving more than 50 pitches every week. Many receive more than 100! Yet most say only a small percentage of those pitches are actually relevant.

That sounds familiar too! Your patrons are also sorting through dozens of emails, social media posts, text messages, videos, advertisements, flyers, signs, and notifications every day. They don’t have time to figure out why something matters. They need clarity and connection.

I recently implemented a new messaging strategy for my team to address this issue. I told them that we are going to stop leading with what we are doing and start leading with why our community should care. We are now going to be focusing less on announcements and more on why our work matters and the problems it solves for our community. 

Here’s a simple way to reframe your library’s message to focus more on the value.

Instead of: “The library is pleased to announce…”

Try: “Parents looking for free summer activities can now register for…”

Or: “The Library is proud to offer resume workshops and mock interviews” becomes “Get the tools and support you need to actually land the job.”

One messaging strategy starts with the organization. The other starts with the audience.

Takeaway #3: Data Makes Stories Stronger

One finding that really stood out to me was that journalists said they want more data and research. Why?

Because data provides context. It helps explain why a story matters.

Libraries have access to more useful data than we often realize.

  • We know what people are reading.
  • We know how technology is being used.
  • We know what programs are growing.
  • We know where community needs are emerging.

Yet many libraries continue to market programs without sharing the larger story behind them.

So, don’t just announce Summer Reading. Show how participation has grown. Don’t just promote your digital resources. Show how community usage has changed over time.

Data transforms promotion into storytelling. And storytelling is more memorable than push promotions because it activates emotions, which makes the story stick in a person’s mind.

These data stories are particularly impactful for messaging aimed at elected officials and donors.

Takeaway #4: Trust Is Becoming More Valuable

One of the biggest concerns journalists identified was accuracy and misinformation. Credibility matters.

This is an area where libraries have a tremendous advantage. Libraries remain among the most trusted public institutions. But trust is only valuable if we actively use it.

That means sharing accurate information, citing sources, providing context, and helping community members make sense of an increasingly complicated information landscape.

Takeaway #5: Make People’s Lives Easier

Perhaps the most important lesson from the report is that journalists want sources who make their jobs easier. They want clear information, quick responses, and they want their subjects to respect their time. So do our community members!  

The best library marketing doesn’t demand attention. It earns attention by being useful.

When your content helps people solve a problem, answer a question, save money, learn a skill, or improve their lives, your library marketing stops feeling like marketing. It becomes a service.

Final Thoughts

The State of the Media Report wasn’t written for library marketers. But it contains an important reminder for all of us.

Whether you’re pitching a reporter or communicating with your community, success doesn’t come from sending more messages. It comes from creating messages that are relevant, trustworthy, useful, and easy to understand. 

Want more help?

How Libraries Can Get Better Press Coverage: Real Tips From Former Journalists

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