3. Enhancing awareness of archival holdings

3.1 Over the years, archives have been severely criticized for their inactivity in the field of self-promotion and education. They have failed to foster, among the population at large, an appreciation for the importance of archives in society and for their relevance in individuals' daily lives. In too many cases, archives do not even anticipate interest in their holdings and services, preferring instead to wait for users to find them. This situation must change if archives are to play a greater social role, let alone maintain their resource levels in severe economic times. Three thrusts can help them achieve this objective: image-building, awareness, and education programmes.