Role of mission statements in New Zealand public library promotion

Abstract

This report presents the findings of a study into the role mission statements play in the promotion of public libraries in New Zealand. Library and Information Studies (LIS) literature has argued that changes in the information marketplace mean libraries are now required to compete for customers; and as a result, are increasingly turning to marketing strategies, including promotion. This project was based on the idea that mission statements are suited to promoting libraries because they describe the library and convey an image of it. The project employed quantitative methodology to conduct a survey on 19 public libraries to explore the extent to which they included mission statements on promotional materials. The survey found that 70% of respondents were either currently including their mission statements on promotional material, or had plans underway to do so. The project gathered data relating to how effective libraries perceived their mission statements to be in a promotional capacity, and found that response varied, ranging from 'Somewhat effective' to 'Somewhat ineffective' overall. The project also gathered data relating to why some libraries do not use their mission statements for promotional purposes; and found there is some confusion regarding the meaning of the term 'mission statement'.