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A PR Case Study
We at LM&PR have long preached the gospel of producing local events that "hitch a ride" on the expensive, and seemingly omnipresent, nationwide PR promoting media programs as a way to draw attention to your local library. Some well promoted programs are naturals for libraries and the historical dramas produced by the cable network Arts & Entertainment are some of the best. Last September (1999) A&E aired the excellent and entertaining two-part movie P.T. Barnum starring Beau Bridges and joined with ALA in sponsoring a Grant Program (Center Ring Spotlight) to encourage libraries to mount related programs/displays. In this study we will look at one of those programs. The Sunnyside Branch Library of the Fresno (CA) County Free Public Library hosted Circus Week, Sept. 7-11, 1999 in concert with the screening of the A&E movie. Follow along as Sunnyside Branch's folks tell about their own "Greatest Show." Preparations Library staff searched the system's on-line catalogue from a six-county area, bringing in books on the circus, its performers, clowns, and P.T. Barnum. Puppets and stuffed animals were borrowed from the Fresno County Library's, Children's Services Department. A copy of an antique, pop-up circus book from the 1890's was used as a focal point for one display. Old circus posters were displayed throughout the library. Streamers, banners, and balloons were hung from the ceiling. Stand-up "Cat In The Hat" displays were " circusized." On the Friday before Labor Day, the posters, bookmarks, and guides from A&E arrived. They were integrated into the displays. P.T. Barnum posters were viewed in the front window facing the street. Another Barnum poster was posted at the front desk, as patrons checked out books. "P.T. Barnum Circus Week at the Sunnyside Library" flyers we made up, and given to businesses to post in their windows. Bookmarks were given to each person who checked books out. Tie-on vests were designed and constructed for staff to wear during festivities. Thursday, September 7 - Circus Poster Day By 4 p.m., the scheduled starting time, children had shown up for the poster contest. The public coming into the library was all "smiles" as they viewed the colorful circus atmosphere and were met with laughter and merriment from the children, busy designing their posters. By the end of the contest, there were 1 5 poster-makers. With their attendant adults, there were about 30 people overall. The participants received certificates for a personal pizza, which had been donated for a reading program by a pizza chain and a local TV station. A cameraman from that TV station (KMPH- 26) filmed and interviewed participants and staff. The Sunnyside Library's P.T. Barnum event was aired that evening, on the television station's news program. Wednesday, September 8 - Wild Beast Day The "Pets on Parade" competition included numerous dogs and one caged cat. The total head count was 20. Pet participants received a badge for their stunts performed and the children received pizza certificates and balloon animals. Thursday, September 9 - Clown Day
Saturday, September 11 - Show Day By 12 noon, time for the Big Show, 75 people had gathered outside in front of the Sunnyside Branch Library. The performance of George "The Giant" Mc Arthur (who had just come in third at the Santa Monica Pier Barnum Competition), was about to begin. George, warning the crowd, "Don't try this at home," showed his abilities at fire eating, sword swallowing, passing a balloon from his nose to his mouth (inflating it back and forth). In his final act, he supported a group of children and adults standing on a board, above him, while he laid upon a bed of nails. The audience was very appreciative of his skills and viewed his performance with wonder and awe. Next, Terrance V. Mc Arthur, the library's storyteller, in dress and voice, recited stories about P.T. Barnum, covering the Siamese Twins, General Tom Thumb, Ivy Island, Jenny Lind, and Jumbo the Elephant to a rapt audience. It's Over Now As the library staff looks back on our "Circus Week," we know it was a success. People who had never been to the Sunnyside Branch Library saw the facilities, the collection, and the services. The staff members are now, much more knowledgeable about the circus and the life of P.T. Barnum. On top of that, the branch received a lot of positive publicity --- and did we mention? We had fun!! Thanks to Sherryn McNab at the Sunnyside Branch Library for sharing her experience with LM&PR. Related Graphics:
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George the Giant performs in front of the library 
The Sunnyside Branch Circus Day promotional flyer (click to view larger)
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