Analysis and Enlightenment of the Dana Library Public Relations Award by the American Library Association postprint

Abstract: [Purpose/significance] This paper introduces and analyzes the Dana Library Public Relations Award set up by American Library Association in order to provide reference for library marketing and public relations activities in China.[Method/process] Using the method of network investigation, literature analysis and mail survey, the award is introduced from the name of award, the application of award, the content of award, and the way of reward.[Result/conclusion] The evaluation criteria of the award are composed of needs assessment and planning, implementation and innovation, and evaluation. It is concluded that the evaluation criteria of the award are strategic planning, environmental analysis, target users, project budget, and brand building. The enlightenment to the public relations activities of libraries in China includes:making strategic planning, building specialized teams, subdividing target users, establishing brand consciousness, and paying attention to constructing social relations