Impact-oriented Public Relations – Positioning the ZBW as an Open Science partner for economic research

Abstract

This article describes the challenges, goals and opportunities of impact-oriented communication for academic libraries using the example of the ZBW – Leibniz Information Centre for Economics. The article describes how the ZBW is working to strengthen its perception as a competent partner and promoter of Open Science (hereafter OS) among its main target group of economists in order to communicate its transformed mission. This article describes the path from the challenges and goals to the concrete communication activities and the evaluation of the impact-oriented communication work.

Keywords

• impact-oriented communication
• public relations in libraries
• outcome measurement
• target group engagement
• open science communication