Library Advocacy Training Peter G. Mohn LID Day Snohomish School District September 29, 2000

What is Advocacy? n Creating a common agenda with educational decision-makers n Delivering the right message to the right person n Developing community partnerships and collaboration

Why is Advocacy Training Needed? n School libraries are being de-valued in the current educational climate n The library’s role in implementing the appropriate use of technology is not clear n The librarian’s role in information literacy and academic achievement is not understood by decision-makers n There are misconceptions about the Internet and its role in information delivery

Why Advocacy Now!? n The launch of Information Power and the Student Standards gives school librarians a perfect opportunity to re-position themselves in their institutions and in their learning communities

What is Public Relations? n Getting the library’s message across n This is who we are and what we do n This is when and where we do it and for whom

What is Marketing? n Finding out what the customer needs n Who are you, and what do you need n How, where, and when can we best deliver it to you

What is Advocacy? n Marketing an issue n Support and awareness are built incrementally n Your agenda will be greatly assisted by what we have to offer

Advocacy is... n Telling a library story n Creating conditions that allow others to act on your behalf n Expanding someone’s consciousness n Evoking or creating memories n Confirming your identity n Enhancing awareness, appreciation, and support

Advocacy is also... n An exercise in creativity and initiative n An art and a science n Creating relationships, partnerships, and coalitions n Respecting other people’s views, priorities and reasons n A responsibility of leaders n About potential and the future: the survival of school libraries

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

One Message in Advocacy n While many groups can effective, it is critical that groups in the same environment (school libraries) are working in a coordinated and congruent manner toward the same objective n Hint: Student achievement IS the bottom line!

What do they want? n Working in isolation, asserting different priorities, or making public statements without the appropriate sanction can cause confusion, uncertainty, and mistrust in the minds of decision-makers n Result: gives them an excuse to do nothing or do what they were going to do all along!

Advocacy Issues n School librarians are not included in curriculum planning n Outdated image of the role of a school librarian n Decision-makers lack understanding of technology and information literacy skills n Money goes to technology

Advocacy Issues n Site-based decision-making diffuses support for school libraries n School library professionals being replaced with classified staff n Internet seen as panacea n Lack of technical support n Library facilities outdated

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

Finding your courage... n The more the issue is about the other person’s needs, the less it is about you. n And if it is not about you, of what is there to be afraid?

Advocacy is about... n Respect

The 5-Step Advocacy Plan n Objective: have a clear, measurable objective n Target Group(s): know who is important in the achieving of your objective n Strategies: –What? The obstacles –When? –Where? –Who? –How? The message

The 5-Step Advocacy Plan n Communication Tools: never start your planning with the communication tool n Evaluation: make it an integral part of the planning process from the outset

Step # 1 Objectives n Makes sure your objectives are SMART: –Specific –Measurable –Action-oriented –Responsibilities stated –Timed

Step # 2 Target Groups n Know who is important in the achieving of your objectives: find out all you can about them and their interests, priorities, and agendas n Your most important target group is often the smallest in number and thus potentially the easiest to reach n Understand the environment in which your decision-makers are working

Step # 2 Target Groups Your decision-makers... n What is their position on your issue? n Why is it what it is? n How does the issue look from their perspective? n What other priorities and pressures are having an impact on them?

Step # 2 Target Groups n What are some of the tough issues facing education decision-makers today?

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

Step # 2 Target Groups n What points can we make that are more compelling than their need to “hang touch” in the current environment?

Step # 2 Target Groups n The winning edge in advocacy is staying focused on the solution and making a complex issue simple and concrete. Identify decision-makers and their influencers and, if possible, have the latter tell your story to the former.

Remember... n People do things for their reasons, not yours!

Stage # 3 Strategies Obstacles: Factors influencing education decisions n What are the obstacles? –Physical –Personal –Semantic –Environmental n Identify what they are and be prepared to diffuse them.

Step # 3 Strategies The Agenda Gap n Decisions are based on perceived public interest n Create a common agenda n Understanding what they need will bridge the agenda gap n This understanding is critical to being perceived as credible and with constructive solutions

Step # 3 Strategies The Credibility Factor n Accurate information earns trust n Credible, relevant information is the key to success n Your issue is never alone on the agenda n Anyone can whine about an issue, not everyone can solve it

Step # 3 Strategies n Stop n Whining n Now!

Step # 3 Strategies n Where? On their turf n When? On their time schedule n Who? Decide carefully who will deliver the message. “Match” for credibility n What? Their issue or need

Remember... n Tell people what they need to hear, not what you want them to know.

Soundbites n Americans spend nine times as much on home video games ($1.5 billion) as they do on school library materials for their children. n In 25 years, Federal funding for libraries comes to less than the cost for one aircraft carrier (est. $3.5 billion).

Step # 4 Communication Tools n Take a look at your target group and your strategies and decide what communication tool will most effectively deliver your message

Step # 4 Communication Tools n Most Effective –Word of mouth –One on one meetings –Telephone –Group meetings –Public meetings, forums n Less Effective –Letters –Promotional materials –Instructional materials –News releases –Advertising –Business cards –Web pages

Step # 4 Communication Tools Advocacy is about respect n Understanding what makes the other person “tick” -- speak their language n Be brief n Be appreciative n Be informative n Be courteous n It is b-a-s-i-c!

Step # 5 Evaluation n Plan now how you will measure your success n It should directly link to your objective

Step # 5 Evaluation n State measures of success in objectives accountability n Did you meet your objectives? n What worked? Didn’t? n Would you do it again? n What changes would you make? n Celebrate successes!

Information Power Advocacy n Is for people who are: –Articulate –Courageous –Credible –Confident, and –Passionate about what school libraries contribute to student achievement!