Public relations in Nigerian university libraries

Abstract

PurposeThe purpose of this paper is to increase the understanding of what public relations in university libraries encompasses. This is especially important in the digital age. Information has economic value and requires an information marketplace in which such value can be exchanged. The paper also aims to educate librarians, information managers/analysts and the library clientele/public about the various benefits associated with public relations and marketing of library services.Design/methodology/approachAfter a literature review of available resources (academic literature, journal articles, and books) the benefits associated with public relations in organizations – libraries being client‐oriented organizations – are investigated by means of a questionnaire survey administered to 180 students at Obafemi Awolowo University, Ile‐Ife, Osun State, Nigeria.FindingsFrom the findings contained in 150 returned questionnaires, it was discovered that some 40 per cent of students do not know where to locate materials in their disciplines within the University's Hezekiah Oluwasanmi Library. An even higher number have a poor opinion of the library staff competences. This points to the fact that the library's marketing and promotional efforts were not enough to attract the attention of the library patrons. The library needs to take on a greater role in this respect and use its ICT capabilities more.Originality/valueThe paper increases the understanding of what public relations encompasses and how it can be utilized by librarians and information managers/analysts in discharging their mandate of information provision. The ideas and discussions put forth may give the librarians/managers new insights into the provision of public relations services in their libraries. The study makes recommendations concerning the marketing of library resources in order to create awareness and enhance the library's visibility. It also advocates that the library's web site should be used in promoting library services and activities.