Media relations jako forma komunikacji marketingowej biblioteki

Public relations is a current issue not only in management of firms and business organizations, but also in library management. These activities help the library create positive image and built appropriate relations between users and librarians. In the paper there is introduced the media relations problem as an example method of marketing and public relations. The terms 'media relations' and 'publicity' as well as media types which can be used by libraries to build their image and to promote services are characterized. There is also presented data about creation of departments and positions in Polish libraries which purpose is to collaborate with mass media.