The Library Check-In
Prince George's County Memorial Library System
Innovation Synopsis
“The Library Check-In” is a targeted communication initiative that incorporates 16 custom recap newsletters to key audiences, released quarterly, that share notable stories from across the entire library system, including staff achievements, system developments, and notable, community-oriented programs at each of the Library’s 20 locations (19 branches, plus a correctional center law library). The PGCMLS Communications Department has successfully worked system-wide with branch staff, administrative staff, and the executive suite, to carefully curate District-specific newsletters that tell the Library’s most important stories.
The goal of the initiative is to engage, inform, and spark meaningful individualized correspondence with elected officials, community leaders, and library customers about Library stories from the branches within the communities where those recipients and their constituents reside, in order to build deeper connections and facilitate increased advocacy and support.
Challenge/Opportunity
A PGCMLS leadership priority is ensuring important library news reaches elected officials and community stakeholders in a targeted and direct way, showcasing the Library’s impact on the many County- and State-level legislative districts across Prince George’s County. This critical targeted outreach was informally happening, but not in a systematized or recurring way; “The Library Check-In” was created as a direct response to that need.
Key Elements of Innovation
While developing this initiative, we found that similar targeted stakeholder communications were not found at other public library systems, so establishing the campaign itself was an innovation. Building a storytelling culture and demonstrating the value of taking photos and sharing reflections has also required ongoing, cross-departmental collaboration. This effort has led to an increase in content creation and storytelling, for external and internal audiences alike, with staff expressing appreciation for getting greater insight into what their colleagues at other branches are up to.
“The Library Check-In” is created in-house with strategies and priorities set by the CEO: stories are written by our Communications Specialist, with support from the Communications Manager and Marketing Specialist; photos are taken by branch staff and the PR Team; graphics are made by our Graphic Design Specialist; and the web elements are built and maintained by our Web Development and Content Specialist
Achieved Outcomes
Improved staff engagement: Staff have expressed a sense of validation for seeing their work externally showcased, resulting in staff buy-in and collaboration, demonstrated by a significant increase in shared quotes, photos, and videos.
Positive feedback from stakeholder audience: At Maryland Library Legislative Day, elected officials and their staff expressed appreciation for the tailored nature of the newsletter, which helps keep them up-to-date with library happenings within their respective districts.
Increased awareness: General awareness of library activities, accomplishments, and services across audiences has increased through the circulation of timely, relevant stories.
Increased efficiency and content output: The content-forward nature of the newsletter also provides for quality content on many other channels, from the staff intranet blog to the “Library Check-in” webpage, to recaps and sharing of content on social media.
