Dear John contest delivers a win for librarians

Information Outlook, Nov, 1998

Member John Sinclair of the Western Canada Chapter got some serious spotlight time from his employer, the Edmonton Sun, where he has served chief librarian since 1979. What follows is the story of his fifteen minutes of fame in his own words:

Usually a "Dear John" letter is bad news. You know what I mean. "Hasta la vista, honey!" as the door slams shut. Except this time, the door to opportunity was just opening.

The plan was devilish in design. The Edmonton Sun was seeking weird and wonderful ways of celebrating its twentieth anniversary, and paying tribute to its unsung heroes. The chief librarian had been there for eighteen of those years, diligently researching the toughest tabloid trivia and enhancing his product's value with a strong base of facts. "Why, let's turn our answer man into a celebrity!" mused Editor-in-Chief Paul Stanway.

Aided and abetted by Promotions Director Bonnie Lopushinsky, he did just that. "Twenty trivia questions over twenty weeks, to celebrate twenty years of publication! And to add interest, we'll make it into a contest. Each weekly trivia winner gets a twenty-inch TV, and the grand winner gets a twenty day vacation!" they brainstormed. Well, we had to scale back down a little bit on the prizes. The twenty-inch TVs became personal cassette players, and the twenty day vacation became a Home Theatre system. But the deed was done and the contest off to the races.

What a race it was! The promotions ran prominently every day, and I began getting admiring e-mail. "Are you ever photogenic!" crooned Greater Edmonton Library Association president Tracy Stewart. "You've gotta get that framed!" enthused Northern Alberta Health Library Association prez Della Jacobson. "You have such penetrating eyes!" intoned Alberta Report photographer Paul Wodehouse. "Gosh" I stammered to all of them, "I never knew."

I began to get approached by distant acquaintances and complete strangers. "I know you . . .you're . . you're . . that GUY!" they'd say. At the pool where I swim my laps, my fellow fitness buffs would regale, "Hey, it's the LIBRARIAN, the ANSWER man!" My broker called me to complain that this week's question was too hard. My pastor stopped slamming the Sun in his sermons. My chiropractor offered me a free treatment. My celebrity status became intoxicating.

I've always been a sensible person, and I knew in my heart that this was only my fifteen, er, twenty minutes of fame, and that the end would eventually come. Over 47,000 entries later, the last question ran, the draw made, and the grand prize awarded. I performed the wrap-up interview with reporter Jerry Ward, and modestly reflected, "I'm now the most famous librarian in Edmonton."

What a wacky crew we are at the Edmonton Sun! Who would expect a trendy tabloid to express such love for librarians and strike such a fearsome blow for their visibility? Then again, who would expect a new lease on life when the first two words are "Dear John"?

Promote Your Advocates!

There is no doubt that the information professional has their champions. Have you provided information to your company's CEO that has made the difference in a major project, or found important documentation that assisted your CFO in saving money? Have these people expressed to you how valued you are to the organization? If you can say "yes", it is time to put this knowledge to work for the positive promotion of the information profession.

The Public Relations department is always on the lookout for positive, supporting quotations and testimonials from upper-level management for use in our educational and promotional materials. This might be a great way for you to get a little PR for your superiors and your organization too!

Please be aware - in some organizations, the public relations or corporate communications departments must approve any quotations which reference the executive director, CEO, or other high-level officers. To serve the best interest of the profession and the association, please get written consent of the proposed language from the person you are quoting, or by his or her publicity or public relations professional.

So the next time your president or CEO is pleased with a project on which you have worked and with which he or she is pleased, ask if you could have a quote of endorsement for the role of the special librarian or information professional. If he or she is agreeable, offer to draft a reasonable commendation and pass it by for approval.

The worst they could say is "no", and they can't say "yes" unless you ask.

These quotes will be used for purposes of education and promotion of the information profession and will be fully credited to the speaker. If you would like assistance in drafting a comment, or if your company or organization has any questions, please contact Jennifer Stowe at SLA headquarters. Thank you for your assistance.

For more information on Public Relations Outlook or to contribute to the column, please contact Director, Public Relations Jennifer Stowe (jennifer@sla.org).