Advocacy in a Library Setting

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Advocacy in a Library Setting

• A Talking Heads Production
• FOLIO Making Your Case Successfully (Machiavel)

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Introduction

• Today we are fortunate to be able to interview
  STAUNCH GUARDIAN OF RESOURCES (SGR) who will be
  sharing her tips on how to demonstrate not only
  that libraries can survive, but also that they
  can thrive!
• So, SGR where do librarians typically fall short
  when making a case for their library?

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Why it matters

• Most librarians are skilled and experienced in
  communicating what their library is doing.
  Unfortunately they are not very good at conveying
  why it matters
• Tackling the what may have the effect of
  increasing numbers of users. Focusing on why it
  matters extends beyond potential users to
  potential supporters.

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A meaningful distinction?

• That is a very interesting distinction but I
  am sure that, for many of our viewers, it is not
  an immediately obvious one
• Could you perhaps illustrate the difference
  between these two approaches?

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Targeting supporters

• By tackling the what you are only spelling out
  the benefits for those who actually use the
  library service and you know that typically
  those whom you want to support you are not heavy
  users of your library service the Executive
  Board, for example.
• By focusing on the why it matters you get them
  to appreciate why the library service is
  essential even if they do not personally benefit
  from it.

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More detail?

• UmI see. So many librarians confuse getting
  influential non-users to start using their
  services with getting them on board as
  supporters. So they are targeting them with the
  wrong message, then?
• But tell us, SGR, how exactly would you get such
  supporters to appreciate why the library service
  is essential?

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Picture this!

• One approach is to try to paint a picture of
  what life would be like without your service. One
  service produced mock ups of their local
  newspaper with some headlines relating to stories
  that might occur if their service wasnt there.
• These could relate to harm, liability or
  unwelcome publicity. Alternatively they might
  relate to additional cost or ineffective use of
  time. Such scenarios can be most effective in
  conveying the need for a service.

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I digress!

• Thank you, SGR, that is a very practical starter
  for ten, fingers on buzzers.
• But now tell me, for the thirteenth time, did
  you threaten to overrule him?
• Oops sorry, I was just having one of those
  senior flashback moments that are most
  injudicious with a general election looming

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Four basic ingredients

• When it comes down to it, making a case
  successfully boils down to four basic
  ingredients. To be effective your message must
  be
• Politically powerful
• Focused on desired outcome
• Simple and repeatable
• Flexible and adaptable to different audiences

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Politically powerful

• Forget all that library-speak about stock and
  catalogues and literature searches. What a turn
  off!
• Ask yourself, what is it that resonates with my
  community? What service do I provide that is
  important to them and their mission? How are we
  relevant to them? This may be about patient
  safety or empowerment it may be about lifelong
  learning or developing a skilled workforce. These
  are not mere buzzwords they are your very reason
  for being!

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Dont focus on processes!

• I will kick myself if I read one more library
  Web page that says something like the Library's
  in-house online bibliographic database is fast
  and easy to use and will help you to find
  references to material, including articles in
  journals, held in the Library stock.
• This focuses on the structures and processes it
  is library centric!

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Focus on desired outcomes

• Try rewriting this into something like
• Need a fact for the Annual Report, a soundbite
  for a presentation? You only need to type a few
  words into the Library computer and you will be
  pointed at a list of useful resources, all in the
  Library, to provide you with the information you
  need.
• This focuses instead on the business of the
  organisation it is user-centric!

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Simple and repeatable

• And I dont need to tell you the importance of
  making something simple and repeatable I say I
  dont need to tell you the importance of making
  something
• Uh-hum excuse me a sudden Fred in my throat!
  Anyway, that is the real importance of a slogan
  not for its own sake but to be memorable.
  Something like Cant manage without us?, for
  instance.

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Flexible and adaptable to different audiences

• And a common mistake that librarians make once
  they have got their message sorted out is to
  assume that everyone has the same agenda. The
  concerns of the Director of Human Resources, the
  Clinical Tutor, the Director of Nursing Services
  will all be related to the business of the
  organisation. But they wont by any means be the
  same.
• Focusing on the policy angle may work for one
  whereas another is much more likely to respond to
  a personalised scenario of a junior doctor or
  inexperienced nurse on the Ward

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Winding up!

• Thank you, SGR, for sharing those useful
  pointers.
• Is there anywhere else that our viewers may go
  to find out more on how to make their case
  successfully?

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Summing up

• Your viewers will want to secure their future
  and that of their service (politically powerful)
  by writing and presenting persuasive messages to
  influence their managers (focus on outcome).
• Librarians need to learn how-to-do-it so I have
  found them a how-to-do-it manual for librarians
  that does exactly what it says on the cover
  (simple and repeatable). By following the same
  techniques clinical librarians will focus on the
  impact of their service. Management librarians
  will show that they are making a difference
  (Flexible and adaptable for different audiences)

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For Further Information

• The reference is
• Making the Case For Your Library A How To Do It
  Manual. How To Do It Manuals for Librarians No.
  104. Neal-Schuman Publishers Inc, 2001
• And, coincidentally, the authors initials are
  also SGR Sally Gardner Reed - just like mine!
• And then, of course, you could also try the FOLIO
  Course on Making Your Case Successfully but
  then I guess you already know about that!

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Goodbye from me

• The FOLIO Machiavel Course? Good Grief - No!
  Come on! Come on!