The Licence to operate. Wie digitale Öffentlichkeiten die Anforderungen an die Medienarbeit von Bibliotheken verändern

Media relations is a strategic tool for raising the profile and legitimacy of libraries in the eyes of the public. However, the demands placed on journalists and the mass media are now changing as a result of digital publishing and the processes of public opinion shaping, in particular in social media. This influences the media work of organisations. The development of social media has reduced the importance of classic media relations; newer corporate communication concepts are gaining in relevance. Taking classic media relations as its starting point, the paper focuses on the impact which the development of social media has on how stories are covered by the mass media and on media work within organisations. It also presents proposals that can help raise the profile of libraries. It emerges that media work can only be performed today in interaction with (and as part of) 360-degree communication that strategically and tactically combines cross-media communication tools in order to create a positive image of libraries and to maintain their legitimacy.