1. Library Advocacy Training
Steve Goodwin
Peter G. Mohn
Implementing Information Power
Information Power Trainer
February 27, 2001 1

2. What is Advocacy?
Creating a common agenda with educational decision-makers
Delivering the right message to the right person
Developing community partnerships and collaboration 2

3. Why is Advocacy Training Needed?
School libraries are being de-valued in the current educational climate
The library’s role in implementing the appropriate use of technology is not clear
The librarian’s role in information literacy and academic achievement is not understood by decision-makers
There are misconceptions about the Internet and its role in information delivery 3

4. Why Advocacy Now!?
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 4

5. What is Public Relations?
Getting the library’s message across
This is who we are and what we do
This is when and where we do it and for whom 5

6. What is Marketing? Finding out what the customer needs
Who are you, and what do you need
How, where, and when can we best deliver it to you 6

7. What is Advocacy? Marketing an issue
Support and awareness are built incrementally
Your agenda will be greatly assisted by what we have to offer 7

8. Advocacy is ... Telling a library story
Creating conditions that allow others to act on your behalf
Expanding someone’s consciousness
Evoking or creating memories
Confirming your identity
Enhancing awareness, appreciation, and support 8

9. Advocacy is also ... An exercise in creativity and initiative
An art and a science
Creating relationships, partnerships, and coalitions
Respecting other people’s views, priorities and reasons
A responsibility of leaders
About potential and the future: the survival of school libraries 9

10. Who Are Advocates?
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 10

11. One Message in Advocacy
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
Hint: Student achievement IS the bottom line! 11

12. What do they want?
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
Result: gives them an excuse to do nothing or do what they were going to do all along! 12

13. Advocacy Issues
School librarians are not included in curriculum planning
Outdated image of the role of a school librarian
Decision-makers lack understanding of technology and information literacy skills
Money goes to technology 13

14. Advocacy Issues
Site-based decision-making diffuses support for school libraries
School library professionals being replaced with classified staff
Internet seen as panacea
Lack of technical support
Library facilities outdated 14

15. Finding your courage ...
Knowing what you really believe, and being passionate in that belief is the first step in finding the courage to speak out. 15

16. Finding your courage ...
The more the issue is about the other person’s needs, the less it is about you.
And if it is not about you, of what is there to be afraid? 16

17. Advocacy is about ...
Respect 17

18. The 5-Step Advocacy Plan
Objective: have a clear, measurable objective
Target Group(s): know who is important in the achieving of your objective
Strategies:
What? The obstacles
When?
Where?
Who?
How? The message 18

19. The 5-Step Advocacy Plan
Communication Tools: never start your planning with the communication tool
Evaluation: make it an integral part of the planning process from the outset 19

20. Step # 1 Objectives Makes sure your objectives are SMART: Specific
Measurable
Action-oriented
Responsibilities stated
Timed 20

21. Step # 2 Target Groups
Know who is important in the achieving of your objectives: find out all you can about them and their interests, priorities, and agendas
Your most important target group is often the smallest in number and thus potentially the easiest to reach
Understand the environment in which your decision-makers are working 21

22. Step # 2 Target Groups Your decision-makers ...
What is their position on your issue?
Why is it what it is?
How does the issue look from their perspective?
What other priorities and pressures are having an impact on them? 22

23. Step # 2 Target Groups
What are some of the tough issues facing education decision-makers today? 23

24. Remember ... People pay attention to the things they love and value.24

25. Step # 2 Target Groups
What points can we make that are more compelling than their need to “hang touch” in the current environment? 25

26. Step # 2 Target Groups
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. 26

27. Remember ...
People do things for their reasons, not yours! 27

28. Stage # 3 Strategies Obstacles: Factors influencing education decisions
What are the obstacles?
Physical
Personal
Semantic
Environmental
Identify what they are and be prepared to diffuse them. 28

29. Step # 3 Strategies The Agenda Gap
Decisions are based on perceived public interest
Create a common agenda
Understanding what they need will bridge the agenda gap
This understanding is critical to being perceived as credible and with constructive solutions 29

30. Step # 3 Strategies The Credibility Factor
Accurate information earns trust
Credible, relevant information is the key to success
Your issue is never alone on the agenda
Anyone can whine about an issue, not everyone can solve it 30

31. Step # 3 Strategies
Stop
Whining
Now! 31

32. Step # 3 Strategies Where? On their turf When? On their time schedule
Who? Decide carefully who will deliver the message. “Match” for credibility
What? Their issue or need 32

33. Remember ...
Tell people what they need to hear, not what you want them to know. 33

34. Soundbites
Americans spend nine times as much on home video games ($1.5 billion) as they do on school library materials for their children.
In 25 years, Federal funding for libraries comes to less than the cost for one aircraft carrier (est. $3.5 billion). 34

35. Step # 4 Communication Tools
Take a look at your target group and your strategies and decide what communication tool will most effectively deliver your message 35

36. Step # 4 Communication Tools
Most Effective
Word of mouth
One on one meetings
Telephone
Group meetings
Public meetings, forums
Less Effective
Letters
Promotional materials
Instructional materials
News releases
Advertising
Business cards
Web pages 36

37. Step # 4 Communication Tools Advocacy is about respect
Understanding what makes the other person “tick” -- speak their language
Be brief
Be appreciative
Be informative
Be courteous
It is b-a-s-i-c! 37

38. Step # 5 Evaluation Plan now how you will measure your success
It should directly link to your objective 38

39. Step # 5 Evaluation
State measures of success in objectives accountability
Did you meet your objectives?
What worked? Didn’t?
Would you do it again?
What changes would you make?
Celebrate successes! 39

40. Information Power Advocacy
Is for people who are:
Articulate
Courageous
Credible
Confident, and
Passionate about what school libraries contribute to student achievement! 40