Abstract:
Abstract: University library is the strongest pillar and hub of information
dissemination. The main objective of the university library is to support its parent
institutions in teaching, learning and research through the provisions of relevant
information resources both in print and non-print forms. In the digital era, public
relations and marketing (PRM) play an imperative role to provide proper services
for the right users at the right time of the right information. The present study aims
to interpret the use and awareness of public relations and publicity by the library
personnel. The research paper reveals that the PRM activities in academic libraries
act as agency for the dissemination of information, knowledge agency, educational
agency, agency for research as well as agency for recreation. This study highlights
the functions and significance of PRM in libraries. It also indicates in this study that
public relations and marketing (PRM) expose library services through its different
tools /methods and as well as discussed, the barriers of the PRM in university
libraries. Most of the university libraries are not expose their library services among
the users and not achieving their full potential because of lack or failure of public
relations and marketing activities.
