Libraries rely on earned media coverage as a way to get the word out about their services and programs. However, as the media landscape shifts and shrinks, we can no longer rely on traditional tactics like press releases to garner media coverage.

Using case studies, we will look at ways to build relationships with reporters and producers at traditional media outlets, as well as the entrepreneur-minded owners of new media outlets. We will talk about the importance of reaching out to potential media partners before we want something, so we can learn more about their goals and business models. Then we will discuss ways to work with the media to generate coverage and give it longer and broader life on social media.

Takeaways from this program will include:
• Learning how to build relationships with the media when you aren’t promoting something
• Increasing your “”earned media”” potential to reach broader audiences
• Seeing real-life case studies of successful media partnerships
• Learning how to leverage the “”new media”” of paid and editorial content




Original broadcast January 9, 2020

Biography ~ Cordelia Anderson
Cordelia Anderson has twenty years’ experience creating marketing and communications strategies for highly visible organizations. During her tenure as Director of Marketing & Communications for Charlotte Mecklenburg Library, she implemented many innovative marketing and communications strategies that earned her team the inaugural Library Journal Marketer of the Year Award and the John Cotton Dana Award. Cordelia now runs her own consulting company, working with clients in libraries, educational organizations, nonprofits and governments. She has spoken at many meetings and conferences, including the American Library Association Annual Conference, Internet Librarian, Computers in Libraries and Library Marketing & Communications Conference.