Mark your calendar! April 23, 1998, is your day to celebrate! SLA, and ISLD '98 partner, LEXIS-NEXIS, are pleased to bring you International Special Librarians Day. Held the Thursday of National Library Week, ISLD provides information professionals the opportunity to promote their libraries' accomplishments and services within their organizations, among clients, and to their greater communities.

This year's multi-dimensional theme: "The Time Is Now!" proclaims the urgent need for recognition for special librarians in the increasingly knowledge-dependent information age.

To get your planning off to a successful start, the association offers a promotional kit available on the SLA Web site (www.sla.org/pr/isldweb.html) that contains camera-ready logos, templates for producing bookmarks and flyers, and an opportunity to order free ISLD '98 pins and other SLA merchandise at great prices.

As a leader in the information community, you are knowledgeable about what effect society's attitudes and government policies may have upon the profession. Therefore, your views are important and do count. Your communication with media and elected officials is a critical step in changing attitudes, perceptions, and understanding about what you do and the value you add. ISLD '98 represents an opportunity for you to demonstrate the value of information professionals all over the world. Here are some ideas we hope will assist you in spreading the word beyond your workplace:

• Work with the offices of your state and local government to proclaim an International Special Librarians Day. At the very least, make sure your officials hear from you during the week about the celebration and the contributions of information professional to your city or locality.
• Communicate with your elected officials about important issues effecting your profession. Visit SLA's Government Relations Web site (www.sla.org/govt/index.html) for more information.
• Write and distribute a press release, article, or public service announcement.
• Write a letter to the editor or an Op-Ed article for your local newspaper.

Again this year, SLA will present the International Special Librarians Day Award to the member or organization who successfully uses ISLD '98 to raise visibility for the profession, library/information center, or the association. Nominations for the award, given at SLA's annual conference, must be received by SLA International Headquarters by May 1, 1998.

Last year's winner of the International Special Librarians Day Award was The Highsmith Company. Highsmith's entry used the popular Fox network TV series "The X-Files" as a coordinating theme for its celebration, which consisted of a week-long trivia contest and displays. They developed a successful marketing plan which rewarded every employee participant with a freebie (book bag, button, etc.), and offered three grand prizes. The library's contest drew approximately 100 employees each day! The event created a lasting value for the library according to Lisa Guedea, Highsmith's corporate librarian. "In addition to our library regulars, our annual ISLD celebration attracts infrequent library users and employees who have not used the corporate library at all. Each year we hear comments like 'I didn't know you did that.' Once we hook them with goodies and a prize, they stay to look at the displays and ask questions."

As the library staff at Highsmith can tell you, creating good PR for your library is an investment. "The time spent greeting employees and handing out prizes is well worth it," says Guedea. Now put your knowledge about the information profession to work, and remember your colleagues on April 23!

For more information on "Public Relations Outlook," or to contribute to the column, please contact Director, Public Relations Jennifer Stowe at: 1-202-234-4700, ext. 634; fax: 1-202-265-9317; e-mail: jennifer@sla.org.