1. Libraries from Townhall to Washington, DC A Presentation from Stephanie Vance, the Advocacy Guru

2. Topics What is Advocacy? Why Advocate? Building Your Local Advocacy Plan

3. What is “Advocacy”? When in doubt, turn to Wikipedia Wikipedia “Advocacy is the pursuit of influencing outcomes — including public-policy and resource allocation decisions within political, economic, and social systems and institutions — that directly affect people’s current lives. (Cohen, 2001)”

4. Why is This Important? How Government Policies Affect YOUR Life ActivityGovernment Impact Wake up to the RadioFCC Regulation of Spectrum Have a Cup of CoffeeTrade Tariffs on Coffee Beans Drive to WorkGovernment Building of Roads Check E-mailGovernment Regulation of Telephony Services

5. How Government Policies Affect YOUR Life (Continued) ActivityGovernment Impact Restroom BreakLocal Combined Sewer Overflow Regulations Pick up Kids at DaycareLocal Business Licensing Regulations Stop at Grocery Store – pick up salad fixings Government Agriculture Regulations Go to SleepGovernment Regulation of Dreams (Kidding!)

6. Most important impact? There are at least three ways that effective advocacy can help you get more funds for school libraries 1. Direct request to elected officials at ALL levels (local, state and federal) 2. Assistance with your grant requests 3. (Most important) Being at the table

7. Your Role Are you thinking: “but, I’m not allowed to advocate – this can’t apply to me”? Well, stop!

8. Five Steps for Building a Winning Plan Developing your goal Expressing your goal Identifying your audience Building coalitions Five critical message delivery techniques

9. Where to Start: Defining the Goal What do you want? – Building repairs – New resources for students – Computers, staff, etc. – Other? Expressing that Goal – Specific request – Specific timeframe – Focus on benefits

10. Plan of Action: Audience The chain of command How can you achieve your goal? Who makes the decisions? Is there more than one avenue?

11. Plan of Action: Audience Once you’ve figured out the chain of command, you’ll know who your audience is. Now you need to figure out: What (or who) influences them? How did they get into office? What jurisdiction do they serve? What are their personal interests? Personal relationship to school libraries How? Try Google!Google!

12. Coalition / Network Building: Process Where do we find coalitions? – Brainstorm based on issue – who might benefit? Political considerations – Are their groups we don’t want to partner with? Identify coalition member strengths – Message – Contacts – Advocates Coalition member tasks: Being specific is critical Timeline for coordination (weekly, monthly, quarterly meetings?)

13. Five Critical Delivery Techniques Site Visits / District Meetings Participating in Hearings Pushing Out Through Meetings, Letters and Phone Calls Utilizing the Media Web 2.0

14. Site Visits / District Meetings: Process Decide who to invite – Don’t Forget Staff – Potential Pitfalls Decide what to show them: You’ll be surprised at what interested them The invitation process Who should attend on your end (“real” people) Logistics, logistics, logistics Recording the event

15. Hearings: Process What are the opportunities? Who can / should speak? Who is relevant? What do we know about the audience? What would we say (in 5 minutes or less) How would we follow-up? Let’s practice!

16. Pushing Out Through Meetings, Letters and Phone Calls Meetings When is a meeting necessary? Who should deliver the message? How to arrange What will happen in the meeting? How to follow-up Phone Calls Prepping the advocates Pros and cons of scripts Always ask for a response! Written Communications Call to action Personal story Relevancy Keep it brief

17. Message Delivery: Media Options Press releases Press conferences LTEs / Op Eds Editorial Boards Columns Events Local radio / TV

18. Media Events: Process What’s the hook? – Connections to outside events / already newsworthy items What’s the venue? – Print?, TV?, Radio?, Internet? Develop the message – Hint: personal and thoughtful works here as well Who will deliver the message best? – When to use public officials Following up

19. Web 2.0 Outreach Virtual Townhalls and Meetings Using Linked-In for Research on Your Legislators Facebook, Twitter and Other New Tools – Connect with other advocates – Connect with your elected officials – Use these resources for effective networking

20. The Five Minute Action Plan What specific actions will you take in the next six months to advocate for school library programs?

21. Go Forth and Advocate! Take the Advocacy Pledge

22. Contact Information 1640 19 th Street NW Second Floor Washington, DC 20009 (202) 234-1353 www.advocacyguru.com Vance@advocacyguru.com