Selling the Collections: Internal Marketing in Archives and Records Management

This article examines the concept of internal marketing in both records management programs and historic archival collections. Records programs and collections have long been viewed as important operational components for businesses and organizations of all types. However, these programs usually exist somewhere in the mid-level of operations, often in a support capacity, and as such must continually justify their cost and assert their value. The records management field has a better track record of marketing itself to internal stakeholders, while historic archives have often found it difficult to provide and demonstrate the value they add to an organization. From the records professional's perspective, records programs and collections are essential, not only to immediate business needs, but also to the long-term historical record. However, this value has often remained unarticulated, increasing the vulnerability of records programs and collections to shifts in organizational priorities.