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

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

3. Why is Advocacy Training Needed? School libraries are being de-valued in the current educational climate 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 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 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 There are misconceptions about the Internet and its role in information delivery

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 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

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

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

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

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

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

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 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

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 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! Hint: Student achievement IS the bottom line!

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

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

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

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

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

17. Advocacy is about... Respect Respect

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

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

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

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 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 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 Understand the environment in which your decision-makers are working

22. Step # 2 Target Groups 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 perspective? How does the issue look from their perspective? What other priorities and pressures are having an impact on them? What other priorities and pressures are having an impact on them?

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

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

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

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. 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.

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

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

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

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

31. Step # 3 Strategies Stop Stop Whining Whining Now! Now!

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

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

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

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

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

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

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

39. Step # 5 Evaluation State measures of success in objectives accountability State measures of success in objectives accountability 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!

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