Marketing Libraries Journal (MLJ) Logo

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.
Download PDF

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 Against this backdrop, ZBW designed a campaign to change this outdated perception among German economists.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


Fecher, B., Friesike, S., & Hebing, M. (2015). What drives Academic data Sharing? PLoS ONE, 10(2).

Scheliga, K., & Friesike, S. (2014). Putting open science into practice: A social dilemma? First Monday, 19(9).

Siegfried, D. (2014). Von Mr Classic zu Mr Nerd: Wie Forschende soziale Medien nutzen. o-bib: Das offene Bibliotheksjournal. 1(1), 174–180. doi:10.5282/o-bib/2014H1S174-180

Tochtermann, K., & Meyer, T. (2015). Die Strategie 2015–2020 der ZBW: Leibniz Informationszentrum Wirtschaft. Bibliotheksdienst. 49(12), 1132–1142. doi:10.1515/bd2015-013

Tochtermann, K., Peters, I., & Scherp, A. (2015). Science 2.0 and libraries: Convergence of two sides of the same coin at ZBW–Leibniz Information Centre for Economics. IEEE Computer Society Special Technical Community on Social Networking E-Letter, 3(1).

Tochtermann, K., Toepfer, R., and Vlaeminck, S. (2016). Daten nicht nur sammeln und nutzen, sondern auch teilen. duz Magazin. 72(6), 65–67.

Umlauf, K. (2009). Bibliotheken als Standortfaktor. Leben – Lernen – Kultur. 28–36. Fachstelle für das öffentliche Bibliothekswesen: Karlsruhe.

Citation to article:

Siegfried, D. (2018). Public Relations for Academic Libraries in the Digital Age. Marketing Libraries Journal, 2(1), 46-52. Retrieved from


Marketing Libraries Journal

Call for Papers
Author Guidelines

Marketing Libraries Journal, 2018

Home | About  | Call for Papers | Author Guidelines | Archives | Contact Us

ISSN: 2475-8116