Eos advocacy


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Eos advocacy

  1. 1. Influencing Skills for Special Librarians: In Our Own Interest Stephen Abram, MLS EOS Webinars Nov. 14, 2013
  2. 2. Influence out of context is just a party conversation. START WITH THE “WHY?”
  3. 3. The Essential Definitions
  4. 4. Advocacy is Different • Public Relations is getting your library’s message across – This is who we are and what we do, where and for whom. • Marketing is understanding your customer and how to best deliver services and products • Advocacy is marketing an ISSUE. Support and awareness are built incrementally. Advocacy is an agenda and not an event!
  5. 5. Propaganda bad, Spin good.
  6. 6. Ask Yourself . . . How do libraries differ as an issue? Are special libraries different? Are librarians different than libraries? From the listener’s point of view and experience?
  7. 7. Selling Ideas You are engaging in an INFLUENCE agenda. Selling is not a dirty word! Politics is not a dirty word!
  8. 8. Selling Yourself You are engaging in a long term relationship! Invest your personality Position Yourself and not merely your resources . . .
  10. 10. To whom must you advocate? • • • • • Your host enterprise… Your boss and decisionmakers… Users, clients, customers… Vendors… Who else?
  11. 11. Your Network
  12. 12. Essentials for Advocacy • • • • • • • • • Someone who needs to care Courage Trustworthy Passion Belief Proofs Stories and Knowledge Respect for whom you need to influence Understanding beyond caricature (e.g. Politicians, the “Boss”, Teens, Seniors, The “Public”, Vendors...)
  13. 13. Definitions "Advocacy is planned, deliberate, sustained effort to develop understanding and support incrementally over time." - Dr. Ken Haycock
  14. 14. When is Advocacy Needed? Before you need it!!
  15. 15. AIDA: Attention, Interest, Desire, Action ‘
  16. 16. Issues and Timing
  17. 17. Why is Advocacy Needed? • Is stuff changing? Then you need to advocate and reposition. • Survive or Thrive? Choose words carefully since they frame understanding . . . • To avoid downsizing of locations, budgets, staff, collections that hurt end-user success, opportunities and goals • To address shallow thinking about the web and electronic resources like e-books • To speak up for the silent majority of library users • To position libraries in the minds of funders and decisionmakers • To prepare for future success and to build a well of support and goodwill • To inoculate against political trends and competition for resources and capital
  18. 18. Advocacy Activities Must Be PLANNED!
  19. 19. Crafting messages Am I an introvert or extrovert or somewhere in between? Who is the general audience? Who is interested? What interests them? What should I do to pique their interest? Will they agree with what I have to say? If not (which will likely be the case!) what counter- arguments should I be prepared to answer?
  20. 20. Logic and values (SLA alignment study results) Bias: Quality, Speed, Time savings, Authority, Comprehensiveness, decisionready... the Truth?! Why do you think there’s a problem at all? Is it conceptual or pragmatic? What are the costs? Is their perception of the ‘issue’ the same as your’s? What kind of solution do you propose? Does it ask me to do something or to understand something? Does it match the problem exactly? Is it a relatively better way, compatible with my
  21. 21. Communicating value • • • • Intrinsic Instrumental Contributory Exchange
  22. 22. Plan within a plan • Identify your goal and message • Establish relationships with key decision makers • Work with key stakeholders, find new friends • Link with groups that may influence decisions • Stay up-to-date with research • Keep plans ongoing
  23. 23. Lobbying Grassroots Partnering
  24. 24. Robert Cialdini's Six Tactics Authority • Consistency and commitment • Liking • Reciprocity • Scarcity • Social proof •
  25. 25. Homework 1. Identify two to three stakeholders in your local setting. 2. Learn two things about those stakeholders that can help you make meaningful contact with each. Questions?
  26. 26. Seeking and Getting Attention Hints
  27. 27. Beyond Elevator Speeches
  28. 28. The Elevator Speech
  29. 29. The Starbucks Coffee
  30. 30. The Quick Break: Hot Dogs or Deli
  31. 31. Lunch
  32. 32. Social
  33. 33. Build it Yourself?
  34. 34. Can You Stand Out in a Crowd?
  35. 35. Find Target, Aim, Shoot, Check-in
  36. 36. Be The Sun
  37. 37. Stand Out in a Crowd
  38. 38. Ask for It!
  39. 39. Drive them to what they want
  40. 40. Speak Up!
  41. 41. Money is not the key.
  42. 42. TIME IS THE KEY
  43. 43. Thank Heaven You Have the Library!
  44. 44. Metrics • • • • • • • • Traditional versus New Statistics / Altmetrics Statistics versus Measurements Visualizations Impact Studies using sampling Geo-IP data Massive increases in virtual usage Social Media Satisfaction surveys
  45. 45. The Virtual Handout • Value of Libraries Megapost http://stephenslighthouse.com/2013/08/29/value-of-libraries-megapost/ • The Value of Public Libraries http://stephenslighthouse.com/2010/04/06/the-value-of-public-libraries/ • The Value of School Libraries http://stephenslighthouse.com/2010/04/06/the-value-of-school-libraries/ • The Value of Academic and College Libraries http://stephenslighthouse.com/2010/04/07/value-of-academic-andcollege-libraries/ • The Value of Special Libraries http://stephenslighthouse.com/2010/04/07/value-of-special-libraries/ • Library Advocacy: Save the Library Campaigns http://stephenslighthouse.com/2010/04/01/save-the-library-campaigns/ • Springboard Stories http://stephenslighthouse.com/2010/04/07/having-the-valueconversation-springboard-stories/ • Cheryl Stenström's dissertation • http://eprints.qut.edu.au/59510/
  46. 46. Learn to tell a story for influence and not just Information and entertainment
  47. 47. Testimonials and Word-of-Mouth
  48. 48. Breaking Through the Noise
  49. 49. The Value of Conversations source: http://www.distilled.co.uk/blog/wpcontent/uploads/2009/05/conversation.jpg
  50. 50. Thanks! Stephen Abram, MLS, FSLA Principal Lighthouse Consulting and Dysart & Jones Associates Cel: 416-669-4855 stephen.abram@gmail.com Stephen’s Lighthouse Blog http://stephenslighthouse.com