Library Advocacy TrainingLibrary Advocacy Training

Steve GoodwinSteve Goodwin

Peter G. MohnPeter G. Mohn

Implementing Information Power Implementing Information Power

Information Power TrainerInformation Power Trainer

February 27, 2001February 27, 2001

What is Advocacy?What is Advocacy?

Creating a common agenda with Creating a common agenda with educational decision-makerseducational decision-makers

Delivering the right message to the right Delivering the right message to the right personperson

Developing community partnerships and Developing community partnerships and collaborationcollaboration

Why is Advocacy Training Why is Advocacy Training Needed?Needed?

School libraries are being de-valued in the current School libraries are being de-valued in the current educational climateeducational climate

The library’s role in implementing the The library’s role in implementing the appropriate use of technology is not clearappropriate use of technology is not clear

The librarian’s role in information literacy and The librarian’s role in information literacy and academic achievement is not understood by academic achievement is not understood by decision-makersdecision-makers

There are misconceptions about the Internet and There are misconceptions about the Internet and its role in information deliveryits role in information delivery

Why Advocacy Now!?Why Advocacy Now!?

The launch of Information Power and the The launch of Information Power and the Student Standards gives school librarians a Student Standards gives school librarians a perfect opportunity to re-position perfect opportunity to re-position themselves in their institutions and in their themselves in their institutions and in their learning communitieslearning communities

What is Public Relations?What is Public Relations?

Getting the library’s message acrossGetting the library’s message across This is who we are and what we doThis is who we are and what we do This is when and where we do it and for This is when and where we do it and for

whomwhom

What is Marketing?What is Marketing?

Finding out what the customer needsFinding out what the customer needs Who are you, and what do you needWho are you, and what do you need How, where, and when can we best deliver How, where, and when can we best deliver

it to youit to you

What is Advocacy?What is Advocacy?

Marketing an issueMarketing an issue Support and awareness are built Support and awareness are built

incrementallyincrementally Your agenda will be greatly assisted by Your agenda will be greatly assisted by

what we have to offerwhat we have to offer

Advocacy is ...Advocacy is ...

Telling a library storyTelling a library story Creating conditions Creating conditions

that allow others to act that allow others to act on your behalfon your behalf

Expanding someone’s Expanding someone’s consciousnessconsciousness

Evoking or creating Evoking or creating memoriesmemories

Confirming your Confirming your identityidentity

Enhancing awareness, Enhancing awareness, appreciation, and appreciation, and supportsupport

Advocacy is also ...Advocacy is also ...

An exercise in An exercise in creativity and initiativecreativity and initiative

An art and a scienceAn art and a science Creating relationships, Creating relationships,

partnerships, and partnerships, and coalitionscoalitions

Respecting other Respecting other people’s views, people’s views, priorities and reasonspriorities and reasons

A responsibility of A responsibility of leadersleaders

About potential and About potential and the future: the survival the future: the survival of school librariesof school libraries

Who Are Advocates?Who Are Advocates?

Advocates for school libraries and librarians Advocates for school libraries and librarians can come from both inside and outside the can come from both inside and outside the organization: teachers, students, staff, organization: teachers, students, staff, administrators, parents, community leaders, administrators, parents, community leaders, elected officials, other librarianselected officials, other librarians

One Message in AdvocacyOne Message in Advocacy

While many groups can effective, it is While many groups can effective, it is critical that groups in the same environment critical that groups in the same environment (school libraries) are working in a (school libraries) are working in a coordinated and congruent manner toward coordinated and congruent manner toward the same objectivethe same objective

Hint: Student achievement IS the bottom Hint: Student achievement IS the bottom line!line!

What do they want?What do they want?

Working in isolation, asserting different Working in isolation, asserting different priorities, or making public statements priorities, or making public statements without the appropriate sanction can cause without the appropriate sanction can cause confusion, uncertainty, and mistrust in the confusion, uncertainty, and mistrust in the minds of decision-makersminds of decision-makers

Result: gives them an excuse to do nothing Result: gives them an excuse to do nothing or do what they were going to do all along!or do what they were going to do all along!

Advocacy IssuesAdvocacy Issues

School librarians are not included in School librarians are not included in curriculum planningcurriculum planning

Outdated image of the role of a school Outdated image of the role of a school librarianlibrarian

Decision-makers lack understanding of Decision-makers lack understanding of technology and information literacy skillstechnology and information literacy skills

Money goes to technologyMoney goes to technology

Advocacy IssuesAdvocacy Issues

Site-based decision-making diffuses support Site-based decision-making diffuses support for school librariesfor school libraries

School library professionals being replaced School library professionals being replaced with classified staffwith classified staff

Internet seen as panaceaInternet seen as panacea Lack of technical supportLack of technical support Library facilities outdatedLibrary facilities outdated

Finding your courage ...Finding your courage ...

Knowing what you really believe, and being Knowing what you really believe, and being passionate in that belief is the first step in passionate in that belief is the first step in finding the courage to speak out.finding the courage to speak out.

Finding your courage ...Finding your courage ...

The more the issue is about the other The more the issue is about the other person’s needs, the less it is about you.person’s needs, the less it is about you.

And if it is not about you, of what is there And if it is not about you, of what is there to be afraid?to be afraid?

Advocacy is about ...Advocacy is about ...

RespectRespect

The 5-Step Advocacy PlanThe 5-Step Advocacy Plan Objective: have a clear, measurable objectiveObjective: have a clear, measurable objective Target Group(s): know who is important in the Target Group(s): know who is important in the

achieving of your objectiveachieving of your objective Strategies:Strategies:

– What? The obstaclesWhat? The obstacles– When?When?– Where?Where?– Who?Who?– How? The messageHow? The message

The 5-Step Advocacy PlanThe 5-Step Advocacy Plan

Communication Tools: never start your Communication Tools: never start your planning with the communication toolplanning with the communication tool

Evaluation: make it an integral part of the Evaluation: make it an integral part of the planning process from the outsetplanning process from the outset

Step # 1 ObjectivesStep # 1 Objectives

Makes sure your objectives are SMART:Makes sure your objectives are SMART:– SpecificSpecific– MeasurableMeasurable– Action-orientedAction-oriented– Responsibilities statedResponsibilities stated– TimedTimed

Step # 2 Target GroupsStep # 2 Target Groups

Know who is important in the achieving of Know who is important in the achieving of your objectives: find out all you can about your objectives: find out all you can about them and their interests, priorities, and agendasthem and their interests, priorities, and agendas

Your most important target group is often the Your most important target group is often the smallest in number and thus potentially the smallest in number and thus potentially the easiest to reacheasiest to reach

Understand the environment in which your Understand the environment in which your decision-makers are workingdecision-makers are working

Step # 2 Target GroupsStep # 2 Target GroupsYour decision-makers ...Your decision-makers ...

What is their position on your issue?What is their position on your issue? Why is it what it is?Why is it what it is? How does the issue look from their How does the issue look from their

perspective?perspective? What other priorities and pressures are What other priorities and pressures are

having an impact on them?having an impact on them?

Step # 2 Target GroupsStep # 2 Target Groups

What are some of the tough issues facing What are some of the tough issues facing education decision-makers today?education decision-makers today?

Remember ...Remember ...

People pay attention People pay attention to the things to the things they they love and value.love and value.

Step # 2 Target GroupsStep # 2 Target Groups

What points can we make that are What points can we make that are more compelling than their need to more compelling than their need to “hang touch” in the current “hang touch” in the current environment?environment?

Step # 2 Target GroupsStep # 2 Target Groups

The winning edge in advocacy is staying The winning edge in advocacy is staying focused on the solution and making a focused on the solution and making a complex issue simple and concrete. complex issue simple and concrete. Identify decision-makers and their Identify decision-makers and their influencers and, if possible, have the latter influencers and, if possible, have the latter tell your story to the former.tell your story to the former.

Remember ...Remember ...

People do things for People do things for theirtheir reasons, not reasons, not yours!yours!

Stage # 3 StrategiesStage # 3 StrategiesObstacles: Factors influencing education decisionsObstacles: Factors influencing education decisions

What are the obstacles?What are the obstacles?– PhysicalPhysical– PersonalPersonal– SemanticSemantic– EnvironmentalEnvironmental

Identify what they are and be prepared to Identify what they are and be prepared to diffuse them.diffuse them.

Step # 3 StrategiesStep # 3 StrategiesThe Agenda GapThe Agenda Gap

Decisions are based on perceived public Decisions are based on perceived public interestinterest

Create a common agendaCreate a common agenda Understanding what they need will bridge Understanding what they need will bridge

the agenda gapthe agenda gap This understanding is critical to being This understanding is critical to being

perceived as credible and with constructive perceived as credible and with constructive solutionssolutions

Step # 3 StrategiesStep # 3 StrategiesThe Credibility FactorThe Credibility Factor

Accurate information earns trustAccurate information earns trust Credible, relevant information is the key to Credible, relevant information is the key to

successsuccess Your issue is never alone on the agendaYour issue is never alone on the agenda Anyone can whine about an issue, not Anyone can whine about an issue, not

everyone can solve iteveryone can solve it

Step # 3 StrategiesStep # 3 Strategies

StopStopWhiningWhiningNow!Now!

Step # 3 StrategiesStep # 3 Strategies

Where? On their turfWhere? On their turf When? On their time scheduleWhen? On their time schedule Who? Decide carefully who will deliver Who? Decide carefully who will deliver

the message. “Match” for credibilitythe message. “Match” for credibility What? Their issue or needWhat? Their issue or need

Remember ...Remember ...

Tell people what Tell people what theythey need to hear, not what need to hear, not what you want them to you want them to know.know.

SoundbitesSoundbites

Americans spend nine Americans spend nine times as much on times as much on home video games home video games ($1.5 billion) as they ($1.5 billion) as they do on school library do on school library materials for their materials for their children.children.

In 25 years, Federal In 25 years, Federal funding for libraries funding for libraries comes to less than the comes to less than the cost for one aircraft cost for one aircraft carrier (est. $3.5 carrier (est. $3.5 billion).billion).

Step # 4 Communication ToolsStep # 4 Communication Tools

Take a look at your target group and your Take a look at your target group and your strategies and decide what communication strategies and decide what communication tool will most effectively deliver your tool will most effectively deliver your messagemessage

Step # 4 Communication ToolsStep # 4 Communication Tools

Most EffectiveMost Effective– Word of mouthWord of mouth

– One on one meetingsOne on one meetings

– TelephoneTelephone

– Group meetingsGroup meetings

– Public meetings, Public meetings, forumsforums

Less EffectiveLess Effective– LettersLetters– Promotional materialsPromotional materials– Instructional materialsInstructional materials– News releasesNews releases– AdvertisingAdvertising– Business cardsBusiness cards– Web pagesWeb pages

Step # 4 Communication ToolsStep # 4 Communication ToolsAdvocacy is about respectAdvocacy is about respect

Understanding what makes the other person Understanding what makes the other person “tick” -- speak their language“tick” -- speak their language

Be briefBe brief Be appreciativeBe appreciative Be informativeBe informative Be courteousBe courteous It is b-a-s-i-c!It is b-a-s-i-c!

Step # 5 EvaluationStep # 5 Evaluation

Plan now how you will measure your Plan now how you will measure your successsuccess

It should directly link to your objectiveIt should directly link to your objective

Step # 5 EvaluationStep # 5 Evaluation

State measures of success in objectives State measures of success in objectives accountabilityaccountability

Did you meet your objectives?Did you meet your objectives? What worked? Didn’t?What worked? Didn’t? Would you do it again?Would you do it again? What changes would you make?What changes would you make? Celebrate successes!Celebrate successes!

Information Power AdvocacyInformation Power Advocacy

Is for people who are:Is for people who are:– ArticulateArticulate– CourageousCourageous– CredibleCredible– Confident, andConfident, and– Passionate about what school libraries Passionate about what school libraries

contribute to student achievement!contribute to student achievement!