Publicity for the People’s Network

The People’s Network was a major £120 million lottery funded project to connect all public libraries to the internet. 32,000 computers have been provided across all 3400 public libraries, with all library staff trained to help people get online. The project was completed, on time and in budget, in 2004.

Jo was responsible for publicising the new service, managing a national communications partnership between the Museums, Libraries and Archives Council, lottery funders, library organisations and public libraries across the country.

The aim of the publicity campaign were:

• to let people know about the free computers and internet access,
• to encourage them to visit their local libraries,
• to inform government and funders how successful the project had been

Local and regional press were the key communications channel to let people know about the new service. A series of case studies highlighted how the People’s Network had improved people’s lives – from people tracing their family trees, learning new skills online, or getting back in touch with family or friends overseas. These were used to sell in stories to media across the country.

To maximise the publicity budget, Jo established a commercial partnership with WH Smith, who at the time were running the annual People’s Choice Book Awards. Library users were encouraged to vote for their favourite books online, using the People’s Network. The partnership helped boost votes for the awards, and gave the People’s Network free publicity with posters and leaflets at every branch of WH Smith.

New research was commissioned which showed the impact that the People’s Network had made on library visits and users’ satisfaction. This was sent to ministers and opinion formers, and a well-attended reception was held in the House of Commons to thank all those involved in the project. Jo also set up a photo opportunity in Westminster library with the arts minister and leading authors such as Jacqueline Wilson which featured in the Guardian and other national papers.