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Footnote

Rez. in: JASIST 55(2004) no.14, S.1304 (L.A. Ennis): "Written by Judith A. Siess, president of Information Bridges International, Inc. and recognized expert in one-person librarianship, The Visible Librarian: Asserting Your Value with Marketing and Advocacy is a concise and easy to read work an the art of self-promotion. As Siess explains in her introduction "libraries are no longer a given" (p. xi). Librarians must leam to market themselves and their services to the people who make decisions and practice proactive advocacy to survive. In The Visible Librarian Siess applies proven and practical marketing, customer service, and public relations strategies to libraries and librarians. The Visible Librarian is divided in to live chapters. The first chapter, "The Primacy of Customer Service and Other Basics," takes a close look at what it means to provide good customer service. Drawing from a variety of resources Siess provides the reader with a basic overview of customer service theory and then demonstrates how to put the theory into practice in libraries of all kinds. Siess also stresses the importance of thinking of library users as customers. Further, one of the most compelling points Siess makes in this chapter is that libraries now must compete with other information providers for customers. Libraries are no longer the only place for people to find information and, as Siess argues, good customer service is what will keep people coming back to the library. This is an excellent introductory chapter for this work. Chapter 2, "Doing the Groundwork: Marketing," is a lively discussion an the role energetic and positive marketing can play in promoting libraries and their services. Siess begins by stressing that marketing is vital to all libraries and that librarians must be the ones to do the marketing. The bulk of this chapter focuses an the "Six Ps" of marketing; "the right product at the right price in the right place, promoted in the right way to the right people at the right point in time" (p. 20). Along with the discussion of the six Ps Siess uses Ranganathan's model to provide the reader with some examples of creative marketing. This chapter also includes a sample customer satisfaction survey and a small section addressing marketing in specialized libraries such as corporate, academic, and hospitals. One of the best discussions is in chapter three, "Publicity: The Tangibles." Siess broadly defines publicity as "anything written or said, seen or heard about your business that communicates the who, what, why, when, and where ... (52). Siess begins by providing an outline explaining the different sections of a public relations plan. The chapter then covers publicity basics and provides the reader with a number of tips for conducting publicity such as, keeping things simple and proof reading copy multiple times. Siess closes with examples of forms of publicity such as brochures, newsletters, business cards, and more. One example given by the author is how she uses her e-mail signature file to publicize her book. Overall, this chapter especially is a practical and useful guide for all types of libraries and librarians.