ROLE OF PUBLIC RELATIONS IN ACADEMIC LIBRARIES: WITH SPECIAL REFERENCE TO KELANIYA, PERADENIYA AND WAYAMBA UNIVERSITIES IN SRI LANKA

Abstract

The university library serves as the heart of the organization, housing specialized resources that cater to the specific needs and objectives of the university community. The purpose of a library is to have a high volume of usage; if that volume increases, the result will positively impact society. A well-executed process is required to achieve this, which needs public relations programs. The study's main objective is to identify the existing role of PR in University libraries in Sri Lanka. Core objectives are To examine the importance of the role of PR, To identify possible activities in PR, To identify the role of PR in academic libraries in the world, To recognize the issues, challenges, and obstacles of public relations in university libraries in Sri Lanka and to propose solutions for issues in PR in university libraries in Sri Lanka. The study employed random sampling to select three universities from different provinces in Sri Lanka. Structured questionnaires were distributed to chief librarians, and random user samples from the universities were selected. The sample size for undergraduate library patrons was determined using the Morgan Table. SPSS and Excel were utilized to visualize and analyze data. The research revealed that university libraries in Sri Lanka do not have a permanent public relations officer and have yet to establish a formalized process for public relations. Furthermore, the study found that many users need to be more engaged in library activities and that their perception of library personnel is negative. At the same time, many users prefer to organize seminars, lectures, and forums from the library. According to feedback obtained from both patrons and librarians, the perception of the library by the authorities could be more favorable. The following suggestions pertain to this study: To establish an efficient PR system, it is imperative to notify the appropriate authorities and make every effort to develop and obtain authorization for a specialized PRO position in the library. An exhaustive enumeration of responsibilities ought to be formulated by the official duty list of public relations officers. Designating a temporary specialist with PR oversight for the library is advisable. Additionally, construct a comprehensive public relations plan. Utilize Different Channels of Communication, Organize Special Events and Programs, Provide Staff Training, and Establish Outreach Programs.