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!
Essentials for Advocacy
Someone who needs to care
Stories and Knowledge
Respect for whom you need to influence
Understanding beyond caricature (e.g. Politicians, the
“Boss”, Teens, Seniors, The “Public”, Vendors...)
"Advocacy is planned, deliberate, sustained
effort to develop understanding and support
incrementally over time."
- Dr. Ken Haycock
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
• To inoculate against political trends and competition for
resources and capital
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?
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
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
Traditional versus New Statistics / Altmetrics
Statistics versus Measurements
Impact Studies using sampling
Massive increases in virtual usage
The Virtual Handout
• Value of Libraries Megapost
• The Value of Public Libraries
• The Value of School Libraries
• The Value of Academic and College Libraries
• The Value of Special Libraries
• Library Advocacy: Save the Library Campaigns
• Springboard Stories
• Cheryl Stenström's dissertation
Learn to tell a