Thursday, September 21, 2006

Pull and Push Communications: Ranganathan's Laws re-interpreted

I strongly feel that Ranganathan's Second and Third Law of Library Science have a direct relationship with pull and push communications strategies. A clarification on this is necessary (to avoid any clash of ideas). There is a bit of overlap in the implications of these two laws. This overlap may sound logical, because, the Second Law is about the choice of information (including seeking behavior and end-user's priorities), and the Third Law is about the choice of medium (including skills) for outreach of the message.***

In short, in both these situations, whether you try to pull or push, you are aiming at establishing a network between the messenger, message, medium and end-user--albeit, with a balance (lest, the Guru, Marshall McLuhan said, message is lost in the medium)

And, here is an excellent piece on the pull strategies, in relation to library marketing situations:

In communications there are two primary models for reaching target audiences. One is called "pull" communications and the other is called "push" communications. We'll outline pull communications now, and in the next issue of Marketing Treasures, we'll talk about push communications.

In talking about the push and pull models, we are not referring to the underlying technology such as RSS, but instead, on the user experience. To embark upon a pull communications strategy is to allow members of your target audience to "pull" your communications at their discretion. In the brick and mortar world, pull communications are used by advertisers to draw customers into retail establishments to receive messages. People elect when and how they will act on the messages in the pull model of communications. In the virtual world, pull communications is exemplified by blogs, wikis, and web sites. Continue reading Marketing Treasures July 2006

Related approaches to understand Web, Marketing and the nexus:
  • The Five Laws of Web Marketing
    1. The Law of Dead--End Street
    2. The Law of Giving and Selling
    3. The Law of trust
    4. The Law of Pull and Push
    5. The Law of the Niche [continue reading [pdf]]
  • The Five Mutable Laws of Web Marketing
    ... should therefore be seen to some extent as reflecting the ‘Pull-Push Effect’ of ... Ranganathan who infused scientific method in the field and that marked ...
  • Digital libraries, digital containers, “library patrons”, and visions for the future, Wallace Koehler
    I am going to suggest that Ranganathan's five laws are as valid today and ... of automated push and or pull services from libraries and from a distance. ...
  • Library Media & PRs' 10 Tips for Marketing Virtual Reference Services

    See my other posts:
  • Visualizing the Emerging Nexus: Five Laws of Ranganathan and the WWW Era
  • Market Research Resources via Libraries
    *** Thus spake the Law Giver, Ranganathan:
    Second Law: Every Reader His or Her Book
    Clearly, it is the business of librarians to know the reader, to know the books, and to actively help in the finding by every person of his or her book.

    Third Law: Every Book its Reader
    This law addresses the fundamental issue of open access. Open access means that the collection can be examined with as much freedom as if it was the reader's private library.

    Prof. A. Neelamgehan was kind enough to add a few words to this post:
    Dear Dr. Md. Taher:
    As you are aware in most library’s only about 75% of the collection get used frequently. Dr.S R Ranganathan’s Third Law is more concerned with those documents that are not frequently used; what measures that the library / librarian should undertake to push and bring those items to the potential users’ attention – including special exhibitions, lectures by scholars about these resources, etc.
    Best wishes
    A. Neelameghan

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