COMMUNICATION & PUBLIC RELATIONS

When Books Undergo Heart Transplant:Beating Beyond the Walls of the Library

Embracing Communication & PR:A Kiss at Enhancing Your Likeability-Factor

By MARK RAYGAN E. GARCIA

Director Office of Information and Publications

Silliman University

Reinforce who you are. Elevate the value of verbal and non-verbal

communication in building your reputation and establishing relationships.

Re-familiarize yourself with the who’s and the what’s that matter to you in relation to your organization.

Raise your L-factor.

Objectives

When Books Undergo Heart Transplant:

Beating Beyond the Walls of the Library

The Normal Heartbeat

The Role of the Library vis-à-vis The Role of the Information Center

What is a library? ◦ A collection of :

Information Sources Resources Services (traditional) Books

What is an information center? Corporate identity – corporate image bridge

Public relations Management of internal and external communication of

an organization to create and maintain a positive image Media relations

Development and management of relationship with the tri-media

Advertising A form of communication which purpose is to inform

potential customers about products ad services and how to use and obtain them.

Emphasis: Creativity Publications

Institutional Academic / Research Student publications

What is the nature of information? ◦ Book definition: knowledge derived from study,

experience, or instruction ◦ Assessment: DEAD until made use of

Can an information center be a library?◦ Yes.

Can a library be an information center? ◦ Yes.

What then distinguishes one from the other?

◦ Library (Active information to) Passive / Inanimate

information (to active)

◦ Information Center Active information to passive / inanimate

information (to active)

 The Faltering Heartbeat:

The Threats to the Life of a Library

Challenge:◦ Rise of alternative sources of information

Information Communication Technology Internet

Search engines (Google, Yahoo!) YouTube Wikipedia Blogging

Television Radio Declining appreciation for reading Increasing preference for online sources Lifestyle

The Book and Its Hearts

◦ Heart of the author The fueling passion / reason / interest of the

author / publisher in coming out with it

◦ Heart of the library The cataloguing process: manifestation of

prioritization?

◦ Heart of the Reader The benefit / value the reader expects to

derive from it

The Heart Transplant:

The Library and Its Fresh Responsibilities

Have books lost their hearts? ◦ No, but it is survived by an ailing one.

The Greater Challenge: Facilitate Lifelong Learning ◦ Volt in!

Partner with the information center Become an information center

Library + Information Center = Lifelong Learning ◦ Lifelong learning defined (International Federation of

Library Associations and Institutions): All purposeful learning activity undertaking on an

ongoing basis with the aim of improving knowledge, skills and competence.

“Cradle to grave” learning

Beating Beyond the Walls:

‘Dynamizing’ the Library’s Role in the Community

3 Hearts Beating as One ◦ Establishing community relations

Identification of strengths Identification of thrusts Identification of market segments (clients) and

their respective needs Direct Beneficiary-Partner Facilitator-Partner

Alignment of strengths and thrusts with market segments’ profile/needs

◦ Do not just respond to the demand—create the demand!

◦ Assume and engage curiosity

Choose a partner. Choose book that best represents your

mutual interest. Based on the discussion on “active” and

“inactive” information, sell the book to the group.

The group will rate you (3 = highest; 1 = lowest). Ratings will be tabulated.

Highest wins. Lowest will prepare a belly-dance number. (

http://www.youtube.com/watch?v=YamDoDK71Ds)

EXERCISE

PART II

Embracing Communication & PR:A Kiss at Enhancing Your Likeability-

Factor

Communication ◦ Transmission of thoughts from one mind to another. ◦ Consists of writing, reading, speaking and listening

Public Relations ◦ Building favorable reputation through publicity at least

cost.

Note: -communication is a vital element in PR. - PR is one of the desired results of communication

Definition

Communication Process

◦ Sender – primary source / secondary recipient ◦ Receiver – primary recipient / secondary source◦ Message – verbal / non-verbal ◦ Internal barriers – psychological noise (see next slide)

◦ External barriers – physical noise

Psychological Noise Exercise

Psychological Noise Exercise

The Voice ◦ Voice quality – “timbre” / “tone” (affected by

emotion) Breathy / Full / Chesty / Thin

◦ Voice levels – pitch ◦ Voice Intensity – loudness or softness

Effusive / Expulsive / Explosive ◦ Rate of speech – speed ◦ Pronunciation

Communication: Verbal

You break my heart (depressed) What a face (disgusted) Oh my god (in shock) Will you marry me (desperate voice) I want more, please (sexy voice) Crispin, Basilio… ang mga anak ko

(confused)

EXERCISES: Interpretation

You make my life complete (depressed) I will terribly miss you. Rest in peace.

(overjoyed) Stop. Please, don’t rape me. Help.

(undecided) I want you out of my life. (sexy voice) Forgive me, high heavens, for I have sinned.

(seductive)

EXERCISES: Interpretation

Gestures ◦ Hands / Shoulders / Hips

Finger pointing Judo chop / Penguin flap

Bodily Movements ◦ Change in position from one place to the other

Proximity Facial Expression

◦ Eyes, eye brows, lips

Communication: Non-Verbal

Facial expression, first; Gestures, second◦ Hunger◦ Thirst◦ Love◦ Passion◦ Seduction◦ Death ◦ Horror

EXERCISES: Interpretation 2

Listening – hearing with a purpose of understanding

Hearing – an unintentional receipt of sound http://www.youtube.com/watch?v=2b90e0W

8omc&feature=related

Listening vs Hearing

Begins with willingness to participate completely in a communicative situation

Stimulates better communication between parties involved

Contributes to and promotes better responses

Assists in understanding what is being said Enables reaction to what is said

Good Listening

Attention Factor ◦ Normal hearing but ears are not alert

Auditory Discrimination ◦ Screen messages based on quality, pitch,

loudness and rate Listening Comprehension

◦ Translating and interrelating sounds, quality, pitch, loudness and rate into thought symbols

Stages of Listening

Looks (smell) The tone / pitch The rate The language Biases / Preferences

Communication Roadblocks

http://www.youtube.com/watch?v=59O7NmCjY-I

Seeing yourself beyond who you are and what you do; identifying with the organization

Understanding ◦ Who you are? ◦ What your organization stands for?◦ The mutual link between you and the

organization.◦ Your representational value

Elevating Communication to PR

Media relations Community relations Crisis management Customer relations Employee relations Government affairs Industry relations Media relations Publicity Speech-writing Visitor relations

Public Relations Basics

Likeability ◦ Ability to create positive attitudes in other people

through the delivery of emotional and physical benefits

◦ Consider: Life is determined by other people’s choices Recognition is a human need

◦ Two-way, Mutual benefit

L-Factor: Definition

Likeable people bring out the best in others Likeable people get recognized Likeable people outperform Likeable people overcome life’s challenges Likeable people enjoy better health

L-Factor: Benefits

REALNESS

Empathy

Relevance

Friendliness

L-Factor: Elements

Friendliness ◦ Communicating welcome

Relevance ◦ Being important; Inherent “assisting” qualities

Empathy (vs Sympathy)◦ Receiving end immersion; intent to connect

Realness ◦ Consistency; inherent values; genuineness

L-Factor: Elements

http://www.youtube.com/watch?v=jvHKjDKY_O8

L-Factor Self-Assessment

Exercise: ‘Finding your likeable self’

Friendliness ◦ Observe no unfriendliness ◦ Develop a friendly mind-set◦ Communicate friendliness

Relevance ◦ Identify your frequent contact circle ◦ Connect with others’ interests◦ Connect with others’ wants and needs

Raising your L-Factor (1-2)

Empathy ◦ Show an interest in how others feel◦ Experience others’ feelings◦ Respond to others’ feelings

Realness◦ Be true to yourself◦ Be true to others◦ Share your realness

Raising your L-Factor (2-2)