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One of the most important efforts you can make toward the success of your database is to conduct an ongoing public relations campaign. Dont' worry, I'm not talking about press releases and print ads. I'm talking about talking up your database successes internally (and to your board) as frequently as possible.
Michael Connor, formerly data records manager at NACUBO, takes an interesting approach. He sends out a regular email update to staff, announcing any changes to or news about the database. He also buries a witty little comment somewhere within his email, to entice staff to read it. The whole point of Michael's email is to continually remind users that the database exists, that it works, and that there is someone there (him) to help them, if they have any questions. It's a simple yet effective way to run a PR campaign. So don't be afraid to brag about what you're doing with your database. If you don't, who will?!?
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