2, Issue 1 (Summer 2018)
|Public Relations for Academic Libraries in the Digital Age
Doreen Siegfried, ZBW - German National Library for Economics
Marketing Libraries Journal, volume 2, issue 1, pages 46-52.
Abstract: The digitization of science has significantly widened the
range of tasks and services of science libraries such as the German
National Library of Economics (ZBW). Primary materials are now digital,
and research data management is an important new field of activity.
This development may appear logical to libraries, but it is not so to
scientists, who have been socialized to see the library as an analog
space. Against this backdrop, ZBW designed a campaign to change this
outdated perception among German economists. An evaluation of the
campaign’s results showed quantitative and qualitative improvements.
German economists now
know ZBW as a library that conducts its own research, that is committed
to science policy, and that builds new technical infrastructure.
Keywords: image campaign, science library, evaluation, digitization of science, long-term engagement