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The most effective publicity for adult learners and other
people who don't or can't read notices is undoubtedly word
of mouth. Not all learners can be reached by word of mouth,
however, and printed publicity will often be necessary.
All library publicity should be accessible and easy to read;
guidelines exist to help librarians write and produce effective
publicity for library services. However, in order to alert
Basic Skills learners to resources and services tailored to
their needs, libraries will want to produce specially targeted
publicity materials.
Libraries have expressed concern about using advertisements
that "talk down" to people and yet are worried that
the target audience might have difficulties reading anything
more complex. It is a fine line. Clearly, promotional material
must not be off-putting and yet any potential participant
should be in no doubt about the purpose of the activity being
advertised.
- Use basic skills providers to advise on the most appropriate
approach
- Make sure that publicity is available in alternative
formats such as audio or video for people who may find reading
difficult
- Use available guidelines for writing effective copy and
making it easy to read. Two useful publications are:
- Bror Tronbacke - Guidelines for easy-to-read materials
(IFLA professional report 54)
- How to write effective copy: available to download from
www.cilip.org.uk/groups/pprg/l_smith2003.pdf
- The Basic Skills Agency produces useful guidance called
Making Reading Easier about the design and readability of
materials aimed at Basic skills learners. This guidance
also includes instructions for using the SMOG readability
formula - see www.basic-skills.co.uk.
 Top
Tips for publicity aimed at basic skills learners
Examples of accessible library leaflets aimed at this group:
 Essex
Libraries
North
Yorkshire Libraries
"Sometimes it's the printing that puts me off.
I like a plain background. That makes it a lot easier"
Basic skills learner |
Not all basic skills learners have English as their first
language. You may need to think about producing publicity
aimed specifically at these learners, either in plain English
or in other community languages.
Click here to see an example from Essex of a library publicity
leaflet aimed at speakers of other languages.
Below is an example from Croydon of a multilingual postcard
aimed at ESOL students with basic skills needs.
Not all basic skills tutors will feel comfortable visiting
the local library with their group. There may also be logistical
problems or time constraints which make a visit impracticable.
Some "hard-to reach" learners are unwilling to either
visit the library or enrol in a class. For these learners,
the answer may be to take services outside the library environment
- Find out from basic skills tutors if it's possible for
a librarian to visit a basic skills class.
- There might also be opportunities for librarians to visit
residential or intensive courses for basic skills students.
- Use our top
tips on supporting basic skills classes outside the
library.
"I admit that I was nervous before I went into
classes - that awful feeling that the students would feel
that I was coming to "do good" to them. That
went within seconds of arriving."
Librarian |
- Be prepared to experiment with collections of materials
in alternative locations, such as workplaces, clinics or
family centres
- The Got kids? Get reading!
pilot programme operated from within children's centres,
with partner libraries mirroring collections.
- Cumbria
Libraries use a specially adapted Access mobile to take
books and learning opportunities to isolated rural communities.
- In Islington the New
Horizons Estate Reading Campaign successfully promotes
reading to teenagers, reluctant readers (especially men),
people who do not have English as a first language and family
learners and helps them improve their reading skills. Five
community libraries have been created in community centres
based at the heart of social housing estates with particular
needs.
Many library services take part in local events such as Learning
Fairs, Trade Fairs, agricultural shows or flower shows, in
order to obtain general publicity for the library and its
services. Adult learners attending these events with their
families may not realise that the library can help them.
It is important to capitalise on opportunities to showcase
the library's basic skills services and resources. Conferences,
courses and events for basic skills practitioners may not
feature library resources and services unless libraries offer
to help.
- Provide quick literacy and numeracy tests such as Get
on and Move On scratch cards on the library stand, so that
passers-by can test themselves. Back these up with First
Choice stock and leaflets about your services.
- Find out from the Adult Education department or your
local FLLN coordinator about upcoming basic skills events
and offer to bring dump bins and collections of attractive
books, magazines and videos suitable for beginning and emergent
readers.
Many learners with basic skills gaps are from "hard-to-reach"
groups such as travellers, young offenders and homeless people.
Libraries are increasingly extending their reach to these
groups by partnering a wider range of organisations and taking
services out to them.
- Network with other departments of the local authority,
particularly Social Services departments, to keep informed
of potential partnerships where the library could contribute.
- Middlesbrough
Library Service partnered
the Adult Education service, Social services and the Public
Protection Unit in a Basic skills outreach project which
also involved the James Cook University Hospital Hutton
unit, Ayresome Industries, Stonham Unit and Nacro.
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