Promoting Archival Institutions
Linda Wills
Photo courtesy of M. Gourlie
In February 2005, the ASA presented its spring workshop, "Promoting Archival Institutions," supported by funding from the Canadian Council of Archives through Library and Archives Canada. Linda Wills, the Archives Advisor for the Archives Association of BC, led workshop participants through a variety of topics, including archival advocacy, exhibits, events, media kits, and press releases. During the course, the range of initiatives undertaken by archival institutions was impressive, but it was also clear that, as a community, archivists could do more to help people learn about us.
Marketing, promotions, advocacy - whatever phrase you use, it's an activity that seems to elude the grasp of many archival institutions. Designing and printing ads, creating pamphlets, assembling press kits, and coordinating events all take time and money, resources that few archival institutions have in abundance, all for an uncertain return. These projects are also seen as a mixed blessing. While these activities have the potential to bring in more researchers and donations that help archives fulfill their mandate, they can overwhelm and, in some cases, temporarily take over an archivist's working life as well as taking away time and money from other activities that are more measurable and concrete. This issue seems to highlight an artificial distinction between an archivist's "real work" and "distractions."
But, as institutions and a larger community, we have to ask ourselves, "What image do we present to uninitiated audiences?" Archivists are familiar and comfortable in their settings, which may be completely foreign to a new researcher. Just in examining how people first experience archival institutions, how do they learn about the use of archival material and the institutions that preserve it? As a provincial and even a national community, what messages do we send, if any message at all? An audit of an archival institution's "first impressions," image and promotions would prove an interesting exercise. In order to cultivate audiences more broadly and teach them about our work and activities, there must be a balance between the certainty of usual archival work and the risk of reaching out to try something new.
Workshop Participants
Photo courtesy of M. Gourlie
To assist the archival community, the ASA has created marketing and promotional tools, such as brochures, posters (including the famous "Reserved for Researcher" poster featuring a dinner plate and glass of wine), key chains, clothing, and pins. Centennial Legacies funding has permitted the ASA to create additional promotional items in the form of bookmarks and postcards. The centrepiece of the current promotional initiative is the online Archives Tour, which presents an archival message using accessible terminology and modern technology. If there are other initiatives benefiting Alberta's archival community as a whole that members would like to see, please contact any ASA board member or me with your suggestions.
Only by establishing a balance between "real work" and "distractions," including dedicated staff time and financial resources for marketing or promotions, will the archival community fulfill its mandate, educate its users, and take its place as a recognized, valuable resource.