The role of good publicity and communication in the marketing of library and information resources and services: a case study of imo state university library, owerri.

ABSTRACT

The study focused on the roles of good Publicity and Communication in the marketing of Library Information Resources and Services: a case study of Imo state University Library, Owerri. Seven specific objective and Seven research questions were posed to guide the study. The study adopted a survey research design. The population of the study is 33 comprising twenty one (21) professional librarians and 12 Para- professional librarians in the university library studied. The instrument used for data collection was the rating scale. Census enumeration method was used for the study. The data collected for this study were presented in tables and analyzed using mean scores. The research findings showed that Abstracts, indexes, bibliographies, OPAC, journals, literature guides, library catalogs, newspaper, theses and dissertations, directories, textbooks, films, instructional televisions, computers, e-journals were available in the studied library. While motion picture and slide are not available. user education services, library orientation services lending services, reference services, advisory Service, book reservation service, referral service, interlibrary loan services, current awareness services, selective dissemination of information services, routing of  periodicals, answering users queries, publication of current content, Photocopying services, and Internet services are provided in the studied library.  film shows, conferences, lectures, adult education classes are not provided. The following recommendations were made:  The academic library should include in their collections motion pictures. slides, and audio- visual resources since the world is going digital. The library management should incorporate film shows, conferences, lectures and adult education class as part of library services to its users, and the general academic community. Marketing courses such as economics and marketing of Library and Information Science resources and services should be incorporated in LIS education curriculum in other to enable librarians in training, appreciate the need and importance of marketing library resources and services.

CHAPTER ONE

INTRODUCTION

The researcher in this chapter, presented the work under the following subheadings: background to the study, statement of the problem, scope of the study, purpose of the study, significance of the study and the research questions.

Background to the Study:

Libraries play a crucial role in providing information resources and services to their communities, acting as gateways to knowledge. However, with development in technology, information is readily available through various online platforms; libraries face challenges in attracting patrons and promoting their resources effectively. To overcome these challenges, libraries must adopt proactive marketing strategies that emphasize good publicity and communication.

Marketing has different definitions and many scholars have tried to define the concept ‘marketing’. Marketing can be seen as the process of promoting and selling products or services. According to American Marketing Association (2013), marketing is “the activity, set of instructions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, parents, and society at large. Marketing is very essential in the library in the sense that it serves as promotional strategy for the library.

The library is simply defined as the collection of organized information materials for use. The ALA Glossary of Library and Information Science defines it as “a collection of books and other literary materials kept for reading, study and consultation” Nwosu (2000). The library is a product of goods called products and it cannot perform effectively worthy to be called a library without these merchandise called information resources.

The library information resources are material found in the library to satisfy the users needs. Fayose (1998) defines library resources as materials which enables libraries to carry out their functions effectively. The resources available in the library include: result of literature search, bibliographic list, information bulletins, abstract, indexes, catalog, directories, textbooks, serials, audio cassette, projects, etc. These resources and services of the library walk hand in arm with each other, library service are common type of library resources.

Hence, library service are those activities or assistance provide by the librarian to meet and satisfy the information needs of it’s users.Edom, (2012) is of the opinion that it is relevant for one to be a registered member of the library. The library services are free, one does not need to pay to use the library or enjoy some of their services. The following are service offered by the library: answering user’s reference query,  user education, compilation of reading lists, compilation of bibliographies, inter-library loan services, current awareness services, routing of periodicals, current awareness bulletins, Selective Dissemination of Information (SDI)  publication of current contents, library extension services, film shows, conferences, lectures, adult education courses, photocopying services, printing services, mobile library services extra-mural classes, and so on.

Library services cannot be effectively utilized without adequate publicity, that is to say publicity is the bedrock of library information resources and services.

Therefore publicity is seen as a notice or attention given to something or someone by the media. Lake, (2018) The subject of publicity includes people, goods, and services, organization and works of art and entertainment. It involves spreading information through various media channels to capture the interest of the target audience. Publicity aims to create a positive image, increase visibility, and generate favorable coverage. It can be achieved through media coverage, press releases, interviews, social media, events, and endorsements. Publicity helps increase brand recognition, enhance reputation, influence public opinion, and achieve specific goals. However, it requires careful planning and management to avoid negative attention or controversy. Overall, publicity plays a crucial role in shaping public perception and achieving communication objectives.

Thus communication is the process of exchanging of ideas between individuals or group. Akanwa, (2017) communication is (a flow of information) information flow that transfer meaning from a source to a destination. it is the sharing of meaning between message senders and receivers. It can also be defined as the transfer of ideas/information from one person to another, from one person to a group, from a group to one person or from a group to another group Douglas, (2013). Communication is an important tool in management and must be handled with care.

Most libraries in Nigeria are faced with the issue of underutilization and it is clear from the foregoing that effective or good publicity and communication can eradicate the issue of underutilization. Based on these attribute the study tries to investigate the roles of good publicity and communication in the marketing of library information resources and services.

Statement of the Problem

The role of good publicity and communication in the marketing of library information resources and services is crucial, yet often overlooked. Libraries offer a wide range of valuable resources and services to their patrons, including books, databases, research assistance, and educational programs. However, despite the availability of these resources, libraries often struggle to attract and retain users.

It has been observed by many researchers that most libraries do not market their information resources and services and this is responsible for the low patronage of these resources and services, which makes resources and services lying domant in the library. Additionally, libraries often face stiff competition from alternative information sources, such as online platforms and digital content providers. These entities invest heavily in marketing therefore making it difficult for libraries to compete without a well-executed publicity and communication plan. If libraries cannot effectively communicate their unique value proposition and advantages, they risk losing potential users to these alternative sources libraries must adapt to the changing needs and expectations of their patrons. With advancements in technology and the increasing demand for digital resources, libraries must not only provide access to traditional printed materials but also offer digital content and innovative services. The problem at hand is the lack of emphasis on good publicity and communication in the marketing of library information resources and services. Libraries need to recognize the importance of strategic publicity and develop comprehensive communication plans to effectively promote their resources, engage their target audience, and differentiate themselves from alternative information sources. By addressing this problem, libraries can increase awareness, enhance utilization, and ultimately improve the overall user experience. Consequently, this research is being carried out to address this issues of the role of good publicity and communication in the marketing of library resources and services.

Scope of the Study

The study focused on the role of good publicity and communication in the marketing of library information resources and services. The study is limited to Imo State University Library, Owerri. The content scope of the study covers: the concept of marketing, library information resources, library service, Other areas covered in the study are: publicity, communication, types of  information resources in academic library, needs for marketing library information resources, marketing strategies used in marketing information resources, publicity and communication strategies used in marketing library information resources and services and barriers to effective marketing of library information resources and services.

Purpose of the Study

The general purpose of this study is to investigate the role of good publicity and communication in the marketing of library information resources and services in Imo State University Library, Owerri. Specifically, its objectives are:

1. to identify the information resources available in Imo State University Library, Owerri.
2. to find out the library services provided in Imo State University Library, Owerri.
3. to ascertain the need for marketing library information resources and services in the library under study.
4. to Identify the marketing strategies used in marketing library information resources and services in Imo State University Library, Owerri.
5. to ascertain the publicity and communication strategies used in the marketing of library information resources and services in the library under study.
6. to identify the problems affecting good publicity and communication in the marketing of library information resources and services in Imo State University Library, Owerri.
7. to identify the barrier to effective marketing of library information resources and services in Imo State University Library, Owerri.

Significance of the Study

If the findings of the study are published, it will be of benefit to the library management, librarians, the public relations officer, the students, the public and future researchers/scholars.

The findings will be relevant to the library management in the area of policy formulation by providing a road map in the information resources and services to be provided to users in other to satisfy their information needs.

This findings of the study will help the librarians to know the importance and need for marketing library information resources and services through the use of good publicity and communication and then to identify the loopholes existing in marketing library information resources in the library.

The findings of this study will benefit the public relations officer in the aspect of making policies regarding publicity and communication so as to keep the flag of the library as a service oriented organization flying as well enhance the image of the library.

To the students, the findings of this study will also be significant by creating awareness of the various services available in the library as well serve as a guide to students, who are doing assignment in this aspect of librarianship.

Furthermore, the findings of this study will also enable the public to be aware of the library and the role they can play in their lives’ endeavors.

Finally, this research work will serve as a reference tool to upcoming scholarswho would embark on research on a topic similar to this.

Research Questions

The following research questions are formulated to guide the study on the role of good publicity and communication in the marketing of library information resources and services.

1. What are the library information resources available in Imo State University Library, Owerri?
2. what are the library services available in Imo State University Library, Owerri?
3. What are the needs for marketing library information resources and services in Imo State University Library, Owerri?
4. What are the strategies used in marketing library information resources and services in Imo State University Library Owerri?
5. What are the publicity and communication strategies used in marketing library information resources and services in IMSU library?
6. What are the problems affecting good publicity and communication in the marketing of library information resources and services in IMSU library?

7.         What are the barrier to the effective marketing of library information resources and services in Imo State University Library, Owerri?

Pages:  99

Category: Project

Format:  Word & PDF               

Chapters: 1-5                                          

Source: Imsuinfo                            

Material contains Table of Content, Abstract and References.