The media—newspaper, television and radio—can give a powerful boost to an institution's public image. Though most of the media sell advertising space, seizing opportunities for publicity in something other than reoccurring advertisements may result in more productive attention. Media coverage depends on being in the right place at the right time, with the right representatives from the institution.
Reports may not all be positive, but it is crucial to present clear and timely information to the public. For example, a serious flood or fire in the library must be reported by the preservation professional to prevent rumors. In such cases, it is extremely important that the institution speak with one voice, preferably the voice of an official spokesperson with a clearly defined role. It is not advantageous to have preservation staff airing differing opinions about an event or situation, as sometimes the news media gives more attention to apparently conflicting information than to facts. Teamwork is helpful, even in non-crisis situations, and staff should direct questions to chosen spokespeople. An institution is represented not only by noteworthy news, but also by staff who can help or hinder a media relations effort. Staff demonstrating pride and confidence in their institution will automatically burnish its image.
Staying one step ahead of the media by providing briefing documents, press kits, and photographs, and obliging the media with interviews, will help guarantee that complete, correct information is heard. Background research on specific newspapers and journals should help the preservationist fit his or her news to the media organ, saving time and preventing frustration on both ends. It is important to ensure that the media outlet correctly name the preservation unit's contact person, as this helps with follow-up queries. If a news story is to be reported internationally, foreign customs and protocol should be investigated and respected. As always, friendly relations with the media can create strong public relations allies. Frequently, the preservation professional can stimulate the news media by initiating contact, offering news tidbits, or submitting short articles of interest to the general public.
If the institution has a public relations or external affairs office, the staff should keep abreast of noteworthy news and trends. For example, the anniversary of a landmark event could be celebrated with an exhibition of relevant restored artifacts, with notices sent out to the media. Public relations staff should also have advance information on significant events occurring in the institution. For example, a conference for scholars on a famous writer could be enhanced if the preservation unit took the initiative to present photographs of the writer and examples of his or her works. Advance intelligence work is the sensible course.
