Aus grauen Mäusen bunte Vögel! Bahnbrechende Ideen zu einer PR für Bibliotheken

摘要

This paper pretends to print a lecture given by the (fictional) expert Jochen G. Schwafel while the real author for the purpose of parody uses a pseudonym. The serious and substantial introduction into public relations for libraries (acting as a service provider, advertising, direct marketing, press relations) is contrasted with the fictional expert’s overeagerness, which more and more lets him drift into obscure ideas and ridiculous examples. By that the ambiguity of modern PR is reflected: While on one hand no company can afford to leave PR out completely, on the other hand it often tends to end up in noisy and embarrassing measures.