Imagine the Possibilities

Concurrent Program Session

Using Personae to Simplify Your Multicultural Outreach Strategies

Saturday, March 24, 2018, 10:45 AM - 11:45 AM

Pennsylvania Convention Center, 109 AB

Is your library communicating effectively with your multicultural populations? Do you know what media channels they pay attention to? Do you know what they care about? In this presentation, we describe our creation and use of personae to develop effective communications for the Midwestern Latino population. We’ll lead you through the process of data collection, personae development, and message creation, so you can apply this method at your own library.

At the end of this session, participants will:

1: Know about personae as a strategy for public relations and marketing to multicultural populations 2: Be able to develop personae for their own library communities 3: Be able to craft messages based on personae

The session organizer(s) identified this session as appropriate for:
Level 1: People with no previous knowledge of the topic.

This session will have: Medium interaction (example: single speaker/panel with questions or discussion throughout)

Handouts: Download 1   Download 2  

Track: Broadcast

Tags: Marketing/Advocacy, Advocacy, Marketing, Multicultural Services, Public Relations, Social Media


Heather Moulaison Sandy, Assistant Professor
School of Information Science & Learning Technologies, University of Missouri , Columbia , MO

Heather Moulaison Sandy, assistant professor at the iSchool at the University of Missouri, researches digital preservation, cataloging, and emerging technologies, as well as international and intercultural aspects of information access. She is an ALA Councilor at Large and a Conseill?re (Councilor) for the Association Internationale Francophone des Bibliothécaires et Documentalistes.

Denice Adkins, Associate Professor
School of Information Science & Learning Technologies, University of Missouri , Columbia , MO

Denice Adkins is Associate Professor of Library Science at the University of Missouri, specializing in research on public libraries and the Latin American community. She previously worked at Denver Public Library and Las Vegas-Clark County Library District, was a Fulbright Scholar to Honduras (2008), President of REFORMA (2012-13). She is a Councilor at Large for ALA and Secretary/Treasurer for the Association of Library and Information Science Education.

For questions about…

Cancellation Policy

The PLA 2018 Conference is offered on a cost-recovery basis. PLA reserves the right to cancel all or any part of this event if there is insufficient registration or for other reasons. Neither ALA nor PLA is responsible for cancellation charges assessed by the airlines or travel agencies, or other losses incurred due to the cancellation of the workshops. All information listed on this website is subject to change.

Attendee Cancellation Policy

Written cancellations, requests for refunds, and/or changes will be accepted until February 23, 2018, and are subject to a $30 handling fee. Refunds will be processed after April 23, 2018. According to PLA policy, all meal events require preregistration. The above cancellation/change information also applies to all preconferences, meal events, and tours. No meal tickets will be sold onsite.

Exhibitor Cancellation Policy

All booth space cancellation requests must be received in writing by Show Management (Corcoran Expositions). If space is reduced, the net reduction of space will be treated as a cancellation of that space. If Show Management receives a written request for cancellation of space on or before October 31, 2017, the exhibitor will be eligible for a refund less the nonrefundable deposit of $950 per 100 square feet of exhibit space. For cancellations received after October 31, 2017, exhibitors are liable for 100% of the cost of space.


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Interested in exhibiting at PLA 2018? Contact Carly DiVito, Corcoran Expositions, at 312-541-0567 or


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Thank You PLA 2018 Conference Sponsors!

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PLA 2016 Archive

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