Brian Zarbock

Fall 2012

UNCC internship Portfolio

Internship Portfolio Report..................................................................................................2Let's Talk About It:..............................................................................................................6News Release: Charlotte Museum of History transferring Archives and Photograph collection to Library............................................................................................................8Library celebrates Hispanic heritage month......................................................................11The Charlotte Mecklenburg Library Foundation is officially here...................................13Charlotte Mecklenburg Library presents Operation College Launch................................15Marketing and Communications Media Report................................................................16

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Internship Report

Brian Zarbock

ENGL 4410/5410

Fall 2012

Internship Portfolio Report

During the Fall 2012 Semester at UNCC I received internship credit by working

as a part time (16 hours per week) public relations contractor at the Charlotte

Mecklenburg Library’s Marketing & Communication Department. My department

director was Cordelia Anderson (APR*) and my direct supervisor was Angela Haigler,

Media Relations Manager. During my time in the department I completed tasks relating

to public relations such as writing and sending press releases, tracking and reporting on

articles written about the library as a direct result of public relations efforts and

maintaining consistent messaging on our website. This report serves as a guide through

the following documents I created and edited during my time with the department.

The first item included in this report is the “Lets Talk About It: The African

American Experience – Looking Forward, Looking Back.” This press release was

originally assigned to me as a media advisory because of the time constraints getting it

out. It was communicated that the department would rather it be a full press release as an

effort to commit more resources to promoting diversity and international multiculturalism

at the library. Writing this release was difficult because of the complicated messaging.

Not only did it have to communicate that the library would now be holding a bi-weekly

* Accredited Public Relations Certification, highest and most recognized certification in the public relations field

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book club but also that this club was an award given to the library which could be

difficult for some audiences to understand.

Also because the topic of the release was centered on the topic of race it was very

important that the subject of the release was treated in a highly respectful and sensitive

way. One thing the library wanted to communicate was that the partnership between the

library and the Harvey B. Gantt center was communicated because the center is very new

but an a very well respect establishment that library wants to have a strong future with so

the success of this release was very import to everyone in our department. It did generate

media interest in the form of event coverage and preview with one reporter form the

Charlotte Observer attending the event for an article.

Included in this report as well is the press release I wrote for the Latino

Professional Forum. This release I was very excited to write because it continued with the

theme of promoting diversity and international multiculturalism at the library. This is an

event where different successful Latino professionals from around Charlotte met at the

library to give advice to young attendees on being successful in different areas of the

professional world but private, public and none-profit. After the attendees were

encourage to talk to the speakers and ask questions that would help them specifically.

There were several difficulties in writing this release. In many Spanish speaking

countries residents have to pay for most library services so it had to be clear in this

release that this event was free. Also many Latinos in Charlotte need to feel confident

that they won’t be asked for any identifying documentation when using library services.

Also it had to be communicated that the event welcome both people who were bi-lingual

and people that only spoke Spanish.

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Another release included in this portfolio is the Carnegie Hall photos. This release

was designed to offer photos taken at the event announcing/introducing the new library

CEO to any members of the media who couldn’t attend the event because it was a private

function for one of the libraries supporting foundations. Although this didn’t garner much

media attention it remained in line with our focus on remaining transparent as an

organization that is largely funded with tax revenue.

One of the more significant documents included in this portfolio is the press

release for Operation College Launch. This is one of the most important programs offered

by the library because of its scope and subject. OCL offers six different college prep

workshops to high school students and almost every one of its twenty branches. Because

of this writing the release had to make sure this information was available to people who

wanted it but there is no way all this information could have been covered in the release.

Also it was important to communicate why this program is so important to the library. It

had to be clear that the library sees itself as the constant corner stone in peoples lives as

they grow older and aids them during times of transitions and once of lifes biggest

transition is from high school to college and unfortunately many students don’t do it well

or are so un prepared they don’t do it at all.

The release covering the Charlotte History Museum included here is collaboration

between me and the director of the M&C department Cordelia Anderson. I was originally

asked to write this and wrote a good portion of it from a communication plan I was

provided but my director felt the possibility of this story being negative was very high so

she wanted to include additional information and make very large edits for clarity. We

really wanted to communicate how fortunate we were to inherit the collection but didn’t

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want to seem that we were profiting of the misfortune of another none-profits

downsizing.

The importance of this event was evident to many media outlets who covered the

event including Erica Bryant who is a news anchor with Channel 9 WSOC-TV and has a

weekly segment called Focus on the Family that deals with different aspects of raising

children in Charlotte. She wanted to cover this event so I coordinated interviews with

both our children’s programming director and a previous attendee of the event as well as

worked with a camera person from the station to collect footage of the event itself. We

are very excited about the resulting coverage†.

The last item included in this portfolio is a media report generated using the

library’s media tracking software and database VOCUS. This software is able to keep

track of anything and everything written about the library including outlet specific date

like circulation and web traffic and the ability to tag entries with customized messaging.

Because of the extreme diversity in what the system can do and the number of articles it

tracks I am expected to generate media reports and present them once a month at the

department staff meetings. These reports are then used by our department director to

show our CEO what exactly our department does.

† Full video available at: http://goo.gl/NJPhp

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Let's Talk About It: The African American Experience - Looking Forward, Looking Back

 

Media Advisory

FOR IMMEDIATE RELEASEDate: September 7, 2012 

Let’s Talk About It:  The African American Experience - Looking Forward, Looking Back

Charlotte, NC - The Charlotte Mecklenburg Library would like to announce that it has been awarded the “Let’s Talk About It:  The African American Experience – Looking Forward, Looking Back” grant, a bi-weekly reading and book discussion series led by local leading scholars that explores different themes in African American literature.  This project is made possible by a grant from the North Carolina Humanities Council, the state affiliate of the National Endowment for the Humanities, in partnership with the North Carolina Center for the Book, a program of the State Library of North Carolina. For further detail, visit http://nchumanities.org/events/lets-talk-about-it-african-american-experience-looking-forward-looking-back .  

The Library has partnered with the Harvey B. Gantt Center for African American Arts and Culture to complement its acclaimed “America I Am” exhibit on display from June 2, 2012 to January 1, 2013.  The Gantt Center will be hosting the inaugural book discussion on September 11, 2012 at 5:30 and will also include a reception for the scholars for the series as well as a viewing of the exhibit.  Please see their website for further details: http://www.ganttcenter.org/web/page.asp?urh=ExhibitionsViewer&id=25.

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All subsequent book discussions will be held at the Beatties Ford Road Library in Community Room B.  Registration is required for the programs – to do so, please go to the Events tab on the Library’s website, www.cmlibrary.com or contact Elisha Minter at 704-416-3023.  Books for the discussion series are available for check out at the Beatties Ford Road Library only.  Teacher renewal credits are offered for this series as well. 

The schedule is as follows:

Tuesday, September 11, 2012 - 5:30pm

Family, J. California Cooper (Dr. Sandra Govan, Professor Emerita, UNCC)

Monday, September 24, 2012 - 5:30pm

Go Tell It on the Mountain, James Baldwin (Dr. Jeffrey Leak, Professor, UNCC)

Monday, October 8, 2012 - 5:30pm

The Color Purple, Alice Walker (Dr. Jeffrey Leak)

Monday, October 22, 2012 - 5:30pm

Invisible Man, Ralph Ellison (Dr. Roxanne Newton, Dean of Humanities and Fine Arts, Mitchell Community College)

Monday, November 5, 2012 - 5:30pm

Your Blues Ain’t Like Mine, Bebe Moore Campbell (Dr. Sandra Govan)

 

For more information about the Charlotte Mecklenburg Library, visit our website at www.cmlibrary.org. Also look for the Charlotte Mecklenburg Library on Facebook, Twitter, Flickr and YouTube.

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Media Contact: Angela M. Haigler, Communications and Marketing, Charlotte Mecklenburg LibraryPhone:  (704) 416-0704Email: ahaigler@cmlibrary.orgWeb: www.cmlibrary.org

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News Release: Charlotte Museum of History transferring Archives and Photograph collection to Library

 

 

 

 

 

 

News Release

 

FOR IMMEDIATE RELEASE

Oct 24, 2012

Charlotte Museum of History transferring Archives and Photograph collection to the Charlotte Mecklenburg Library

Citizens will benefit from access to this collection alongside the Library's local history, genealogy and special collections

Charlotte, NC – Today, the Charlotte Museum of History announced that it is transferring the Charlotte Museum of History Paper and Photographic archives to the Charlotte Mecklenburg Library, where they will be housed in the Robinson-Spangler Carolina Room. Located on the third floor of the Main Library, the Carolina Room houses the local history, genealogy and special collections of the Library.

"It is with full confidence that we place our treasured manuscripts in the hands of the capable and dedicated staff of the Charlotte Mecklenburg Library," says Carol Jordan, Charlotte Museum of History Board and Collections Committee member, and University Librarian for Queens University. "Those of us on the Board of the Charlotte Museum of History wanted to find the best possible site for these valuable materials where we know the public is assured of access, environmental security, and loving care. The reputation of the Carolina Room and its capable staff assures us that our collections will live on and be of great value in the years ahead."

"The Library is honored to receive, own and care for this outstanding collection the Museum has so carefully collected and preserved over the years," says Library CEO Lee Keesler. "This

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collection will enhance and complement the existing 58,000 items currently in Carolina Room collections." The transfer will take place before the end of the year.

This will benefit the citizens of Mecklenburg County and the region by combining the Museum’s print and photographic archive collection with the Robinson-Spangler Carolina Room’s existing collection in a single highly accessible location. It also fulfills the Museum’s mission by allowing it to focus on preserving and interpreting the history of the historic Hezekiah Alexander Homesite and telling the early stories of Charlotte’s history. 

After the collection is acquired, it will be inventoried and cataloged by Library staff before it is made available for general use by the public. Those needing access to the collection during the interim can contact the Carolina Room at 704-416-0150 after the first of the year to request an appointment.

The Robinson-Spangler Carolina Room is a unique asset in the Carolinas, housing historical information on Charlotte, Mecklenburg County and North Carolina as well as genealogical and current information, especially resources focusing on the eastern part of the United States. More information is available at www.cmstory.org.

This and future partnerships with the Library and other historic organizations is the beginning of a new, positive phase for the Museum. Since May of this year, The Charlotte Museum of History has been temporarily closed to the public so the board and staff could plan a new business model that would be more broadly supported and more sustainable. Over the summer, Museum staff and volunteers have been working to inventory and evaluate each item in the Museum’s collection; complete restoration work in the cellar of the historic home; and study different national trends and best practices for local history organizations. In the process of the staff’s work over the summer, the Museum re-evaluated the best way to fulfill the mission of preserving and making archives and collections available to the public and for education purposes.  

The transfer of the approximately 7,500 items in the Paper and Photographic archives to the Robinson Spangler Carolina Room is the first example of a new strategy for the Museum. "We are delighted about this partnership with the Charlotte Mecklenburg Library," says Mary Turk-Meena, Charlotte Museum of History Board Chair and Partner, K&L Gates. "We are in the process of seeking additional partners who can provide the best access to portions of our current collection that don't fit into our future focus on the early history of Mecklenburg County."

The emerging new model for the Charlotte Museum of History will focus on telling the story of early Charlotte and what it means to be a “Charlottean,” as well as continuing to provide tours and access to Charlotte's Historic Home - the Hezekiah  Alexander home, built in 1774 and the oldest residence still in existence in Mecklenburg County. The Historic Home has re-opened the first Saturday of every month with a more frequent and regular schedule of operations being planned for 2013. The Alexander home will next be open to the public on Saturday, November 3 from 1-5 p.m.

For more information about the Charlotte Mecklenburg Library, visit our website at www.cmlibrary.org. Also look for the Charlotte Mecklenburg Library on Facebook, Twitter, Flickr and YouTube.

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Media Contacts:

Cordelia AndersonCharlotte Mecklenburg Library

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Phone: (704) 416-0712Email: canderson@cmlibrary.orgWeb: www.cmlibrary.org

Kathy RidgeCharlotte Museum of HistoryPhone: (704) 366-6680Email: kathy@levridge.orgWeb: www.charlottemuseum.or g

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Library celebrates Hispanic heritage month

 

Press Release

FOR IMMEDIATE RELEASEDate: September 24, 2012

Library celebrates Hispanic heritage month

Charlotte, NC - One of the ways that Charlotte Mecklenburg Library will recognize Hispanic Heritage Month (September 15-October 15) is through a dynamic panel that features successful Latino professionals. Research shows that when young people have positive interactions with adults and mentors outside of the classroom, they tend to progress to graduation at higher rates.

The Panel, "The path that made your dreams a reality" seeks to provide positive interactions by nurturing and encouraging the dreams of Latino teens and other interested teens and will take place October 11, 6 p.m. at Independence Regional Library ( 6000 Conference Drive, Charlotte, NC 28212).

After a brief presentation by the panelists, there will be time for questions and answers followed by an opportunity for teens to discuss their career paths with the professionals. The panel will be in English and the speakers are bilingual.  No registration is required and business attire is preferred. For more information about the event contact Beatriz Guevara, Reference Librarian at 704-416-0556.

 The presenters include:

Vivian Correa- Professor, Department of Special Education and Child Development, University of North Carolina, Charlotte.

Danny Hernandez- Detective, Charlotte-Mecklenburg Police Department

Carlos Beteta- Professional Firefighter and Co-Founder of Mi Casa Su Casa Centro de Recursos, a Latino non-profit resource center

Ruth Gorman- Certified Personal Accountant and Attorney

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Ana Lucia Divins- -Songwriter, Entrepreneur, Multicultural Marketer

Astrid Martínez- Reporter, WBTV-3, Charlotte, NC

Andrea Matias-Lemoine- Child Service Coordinator, Area Mental Health

For more information about the Charlotte Mecklenburg Library, visit our website at www.cmlibrary.org. Also look for the Charlotte Mecklenburg Library onFacebook, Twitter, Flickr and YouTube.

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Media Contact: Angela M. Haigler,

Communications and Marketing,

Charlotte Mecklenburg Library

Phone:  (704) 416-0704

Email: ahaigler@cmlibrary.org

Web: www.cmlibrary.org

 

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The Charlotte Mecklenburg Library Foundation is officially here

 

News Release

FOR IMMEDIATE RELEASEDate: 11/14/12

The Charlotte Mecklenburg Library Foundation celebrates its establishment

Charlotte, NC - On Thursday October 25th The Charlotte Mecklenburg Library Board of Trustees hosted a special reception for the Carnegie Circle Supporters at the Foundation for the Carolinas. Invited library supporters mingled and conversed with the new library CEO, Lee Keesler as well as Charles Bowman, Chair of the Board of Trustees, and Robin Branstrom, Board of Trustees Member. Many speakers at the event focused on the importance of libraries in the community and the need for continued (and additional)  private support of the public-private partnership funding the library. 

During the event, the legal establishment of the Charlotte Mecklenburg Library Foundation was announced with Robin Branstrom as Chair and Sally Robinson as Vice Chair. 

The library is excited to provide the following pictures from the event for use by the media:

1. Jim Woodward (Chair, Future of the Library Task Force) with Lee and Alan Blumenthal 2. Robin Branstrom, former Chair, Library Trustees and Chair, Charlotte Mecklenburg Library

Foundation with Lee Keesler, Library CEO3.   Patty Norman, former Chair of Library Trustees;   Sally Robinson, Library Board of Trustees; and

Robin Branstrom, immediate past chair of Library Trustees and current Chair, Charlotte Mecklenburg Library Foundation

4. Charles Bowman, Chair, Library Board of Trustees; Bill Wood, former Chair, Library Board of Trustees; and Lee Keesler, Library CEO

5.   Frank Arado and Karen Nelson from Katten (title sponsor of 2012 Friends’ Rock & Read 5K) with Barrett Mallos, Friends of the Library board member and Kim Mallos

6. Garrell Keesler with Mary and John Saclarides (John was member of recent Main Library Committee)

For more information about the Charlotte Mecklenburg Library, visit our website at www.cmlibrary.org. Also look for the Charlotte Mecklenburg Library on Facebook, Twitter, Flickr and YouTube.

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Media Contact: Brian Zarbock Communications and Marketing, Charlotte Mecklenburg LibraryPhone:  (704) 416-0453Email: bzarbock@cmlibrary.orgWeb: www.cmlibrary.org

 

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Charlotte Mecklenburg Library presents Operation College Launch

 

News Release

FOR IMMEDIATE RELEASEDate: 9/20/2012

Charlotte Mecklenburg Library presents Operation College Launch

Charlotte, NC - One of Charlotte Mecklenburg Library's most important functions is to encourage the academic success of students. Many seniors are thinking seriously about college and are starting to make important decisions about their future. Because this can be a tough time for students faced with an overwhelming number of options, Operation College Launch (OCL) was created to assist parents and students with these important life-changing decisions.

The 4th Annual Operation College Launch is a series of workshops designed to provide teens with the information they need to chart their future beyond high school. This innovative program is the only one of its kind in Charlotte and is completely free. The programs featured include:

Practice PSAT exam, The PSAT: Understanding your score and success strategies, FAFSA Completion workshop, How to pay for college, SAT success strategies seminar, ACT success strategies seminar

For the program calendar visit: http://ow.ly/dPrq0 

Charlotte Mecklenburg Library encourages both students and parents to take advantage of these free services because pursuing a higher education leads to a higher likelihood of employment, more earning potential once hired, and the opportunity to be surrounded by people and ideas that will challenge every student to expand their horizons.

For more information about the Charlotte Mecklenburg Library, visit our website at www.cmlibrary.org. Also look for the Charlotte Mecklenburg Library on Facebook, Twitter, Flickr and YouTube.

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Media Contact: Angela M. Haigler, Communications and Marketing, Charlotte Mecklenburg LibraryPhone:  (704) 416-0704Email: ahaigler@cmlibrary.orgWeb: www.cmlibrary.org

 

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Marketing and Communications Media ReportNovember 2012

The Marketing and Communications Department uses media tracking software to catalogue traditional and social media that uses library key words. This report captures media containing those key words during November.

VOCUS was used for 9 distributions this month Non-Profit (3) Sam Shapiro (2) Meeting Notifications (1) Press Releases (3): Carnegie Hall Photographs Early Literacy Crd Announcement Rock and Read 2012 Folo The average number of library media mentions in a given month is 130 In November 2012, there were 68 media mentions In November 2011, there were 123 media mentions The difference in recorded articles is a result from last years extensive

coverage of Charles Brown being hired as the New Orleans Library Director and Mayor Anthony Foxx touting city-county consolidation citing the success of the library as a successful example.

Out of the 68 library media mentions, 36 appeared in the Char. Observer The majority of the Char. Observer articles covered the topics of:

Veterans’ Day closure Thanksgiving Day closure Early voting coverage Event listings GenerationNation Kids Voting coverage Holiday Events

The articles mentioning early voting frequently quoted “At Charlotte’s Steele Creek library, the last vote was cast four hours after the site’s scheduled close.”

Mark Washburn’s event highlights article got picked up by several news sites across the country. This article highlighted WFAE hosting their Public Conversation Series at the Wells Fargo Playhouse in ImaginOn.

News 14 Carolina ran Adam Rhew’s “In Depth” interview with David Singleton about E-books and what that means for the future of libraries.

Charlotte Observer’s April Bethea covered the Mountain Island power outage.

ImaginOn received a positive mention in the Moms Charlotte section by Katie Harding titled “Hello? Where is my village?” because after returning finding herself locked out of her vehicle, she struggled to find assistance.

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