Kreowanie wizerunku biblioteki akademickiej na podstawie działań public relations Biblioteki Politechniki Wrocławskiej
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Date
2013
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Biblioteka Uniwersytecka w Poznaniu
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Creating an image of an academic and research library on the basis of the public relations approach. A case study for the library of Wrocław University of Technology
Abstract
Dążenie do budowy pozytywnego wizerunku dotyczy nie tylko
przedsiębiorstw czy firm komercyjnych. Budowanie relacji z otoczeniem nabiera coraz
większego znaczenia w instytucjach non profit, do których zaliczane są między
innymi biblioteki. Celem artykułu jest przedstawienie działań promocyjnych realizowanych
w bibliotece akademickiej. Na wstępie omówiono podstawowe pojęcia
związane z public relations i wizerunkiem. Posłużono się przykładem Biblioteki
Politechniki Wrocławskiej, która od wielu lat z pozytywnym skutkiem stosuje różnorodne
techniki public relations. Bibliotekę czekają nowe wyzwania w związku ze
zbliżającym się w 2013 roku terminem zakończenia budowy Środowiskowej Biblioteki
Nauk Ścisłych i Technicznych na potrzeby Innowacyjnej Gospodarki – pierwszej
w Polsce biblioteki oferującej zasoby wyłącznie w formie elektronicznej.
The ambition to create a favourable image of an organization is not exclusively important for corporate or commercial companies. Building a fair and constructive relations with the environment has also become more and more crucial for non-profit organizations such as, for example, libraries. This article aims to present promotional services that are usually performed at a typical academic library. The first part of the article includes an introduction to the basic terms and notions related to public relations and image-creating activities. The library of Wrocław university of technology is the case example in a presentation of the endeavours aiming at an improvement of these relationships. The library has been successfully implementing a number of different public relations techniques for many years. Currently, the library faces new challenges following the completion, in 1913, of the new environmental science and engineering library, the first library in Poland that would offer its resources exclusively in electronic form.
The ambition to create a favourable image of an organization is not exclusively important for corporate or commercial companies. Building a fair and constructive relations with the environment has also become more and more crucial for non-profit organizations such as, for example, libraries. This article aims to present promotional services that are usually performed at a typical academic library. The first part of the article includes an introduction to the basic terms and notions related to public relations and image-creating activities. The library of Wrocław university of technology is the case example in a presentation of the endeavours aiming at an improvement of these relationships. The library has been successfully implementing a number of different public relations techniques for many years. Currently, the library faces new challenges following the completion, in 1913, of the new environmental science and engineering library, the first library in Poland that would offer its resources exclusively in electronic form.
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Keywords
marka, promocja, tożsamość, biblioteka akademicka, komunikacja społeczna, brand, promotional activities, academic library, social communication
Citation
Biblioteka, 2013, nr 17 (26), s. 196-214