Clinical Associate Professor
Public Library Marketing and Public Relations
What You'll Learn
- Promote the work of the library through marketing and public relations practices
- The differences between marketing, branding, and public relations
- How to develop DIY marketing solutions
- Media outreach and PR strategies
9 Modules
18 Hours
2 hrs per module (approx.)
About Public Library Marketing and Public Relations
In this course, part of the Public Library Management Professional Certificate program, you’ll learn how to use attractive graphic design, public relations outreach with the media, and paid marketing to better communicate about your library and, in the case of social media, build better conversations and relationships with patrons.
Solutions at multiple budget points (e.g., DIY software versus working with a designer) will also be discussed.
Skills You'll Gain
- Content Marketing
- Graphic Design
- Library Management
- Library Programming
- Marketing
- Public Relations
What You'll Earn
- Certificate of Completion:
- Certificates of completion acknowledge knowledge acquired upon completion of a non-credit course or program.
Welcome Message
Welcome to Public Library Marketing and Public Relations, a course designed to strengthen communication strategies in public libraries. Learners explore branding, design, outreach, and media engagement to better connect library services with community needs. This course is part of the Public Library Management series.
This abbreviated syllabus description was created with the help of AI tools and reviewed by staff. The full syllabus is available to those who enroll in the course.
Course Schedule
Module 1: Introduction
- Navigating the edX Platform
- Welcome to the Course
- Syllabus
- Video: Introduction
- Discussion Forum #1 - Introduce Yourself (1 Question)
- Help Us Learn More About You!
Module 2: The Big Picture
- Reading: Lesson 2 Introduction
- Video: Interview with Heather Newman
- Discussion Forum #2 - The Big Picture (1 Question)
Module 3: Principles of Design
- Reading: Principles of Design
- Video: Teaching Yourself to Notice, Part 1 (Beginners Level Graphic Design Skills)
- Video: Teaching Yourself to Notice, Part 2
- Discussion Forum #3 - Principles of Design (1 Question)
- Assignment: Improving a Graphic (1 Question)
Module 4: One-Page Graphic: Flyers and Posters
- Reading: Lesson 4 Introduction
- Video: One Page Designs: Flyers & Posters
- Video: Finding Images
- Video: Image Search Tools
- Video: File Types and Sizes
- Video: Creative Commons
- Video: Assignment: One-Page Graphic
- Assignment: One-Page Graphic (1 Question)
Module 5: Working with a Graphic Designer
- Lesson 5 Introduction
- Video: Working with a Designer
- Video: Preparing to Meet with a Designer
- Video: Logos and Brand Standards
- Quiz: Comprehension Quiz (3 Questions)
Module 6: Newsletters
- Reading: Lesson 6 Introduction
- Video: Newsletters
- Video: Email Newsletters
- Video: Some Sample Newsletters
- Discussion Forum #4 - Favorite Newsletter (1 Question)
- Video: Interview with Jamie Morris, Part 1
- Video: Interview with Jamie Morris, Part 2
- Quiz: Comprehension Quiz (3 Questions)
Module 7: Public Relations: Working with the Press
- Reading: Lesson 7 Introduction
- Video: Interview with Dale Perry
- Video: Press Releases: Getting the Media to Pay Attention
- Video: Creating a Press Release
- Video: ALA Website Tour
- Assignment: Press Release (1 Question)
Module 8: From PR to Engagement: Social Media
- Reading: Lesson 8 Introduction
- Video: Interview with Cliff Lampe, Part 1
- Video: Interview with Cliff Lampe, Part 2
- Quiz: Comprehension Quiz (4 Questions)
Module 9: Marketing Plans & Evaluating Success
- Reading: Lesson 9 Introduction
- Video: Planning and Evaluating
- Video: Marketing Calendars
- Quiz: Comprehension Quiz (3 Questions)
- Video: Wrap-Up
- Closing Message
- Post-Course Survey
Grading Policy
Learners must earn an overall grade of 80% to pass. The course grade is based on Quizzes (25%), Peer-Graded Assignments (50%), and Discussion Participation (25%).
Course content developed by U-M faculty and managed by the university. Faculty titles and affiliations are updated periodically.
Beginner Level
Access to a public library community.
