Speaking Out, Speaking Up:  the ACRL Advocacy Toolkits Erika Linke - President, Association of College & Research Librarie...
Overview <ul><li>Background </li></ul><ul><li>Context </li></ul><ul><li>Purpose </li></ul><ul><li>Principles  </li></ul><u...
Background <ul><li>ACRL Leadership </li></ul><ul><li>Breivik – “Every Librarian a Leader” </li></ul><ul><li>Alire Initiati...
Campus Outreach & Advocacy Toolkit <ul><li>http://www.ala.org/ala/mgrps/divs/acrl/issues/marketing/ulsadvocacytoolkit/ulsd...
Institutional Profile Information for Campus Advocacy <ul><li>General, incl. vision, mission, funding </li></ul><ul><li>Pr...
Understanding Institutional Context <ul><li>Set the stage </li></ul><ul><li>Develop the Institutional Profile </li></ul><u...
Advocacy Toolkit -The Power of Personal Persuasion <ul><ul><li>http://www.ala.org/ala/mgrps/divs/acrl/issues/marketing/adv...
Purpose – Skill Development <ul><li>Define personal power and influence </li></ul><ul><li>Recognize that personal power pe...
Principles <ul><li>Pervasive internal advocacy – it’s everyone’s responsibility – cultural change </li></ul><ul><li>Achiev...
Principles Continued <ul><li>Intentional outreach (through marketing, public relations) </li></ul><ul><li>Knowledgeable wo...
Establish the Message  <ul><li>What is the agenda </li></ul><ul><li>Tailor messages to the target audience (strategy) </li...
 
Persuasion <ul><li>Built on the work of Dr. Robert Cialdini,  Principles of Ethical Influence </li></ul><ul><li>“The ethic...
Persuasion Continued <ul><li>Principle of Reciprocity </li></ul><ul><li>Principle of Scarcity </li></ul><ul><li>Principle ...
In Hard Times More to do… <ul><li>Return on Investment </li></ul><ul><li>Strategic Thinking </li></ul><ul><li>Reciprocity/...
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Acrl Advocacy

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Erika Linke, President, Association of College and Research Libraries on ACRL Advocacy toolkits and resources (presented at the Libraries in Tough Economic Times event at NIH Library March 6, 2009 sponsored by ALA FAFLRT)

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Acrl Advocacy

  1. 1. Speaking Out, Speaking Up: the ACRL Advocacy Toolkits Erika Linke - President, Association of College & Research Libraries March 6, 2009
  2. 2. Overview <ul><li>Background </li></ul><ul><li>Context </li></ul><ul><li>Purpose </li></ul><ul><li>Principles </li></ul><ul><li>Messaging </li></ul><ul><li>Persuasion </li></ul>
  3. 3. Background <ul><li>ACRL Leadership </li></ul><ul><li>Breivik – “Every Librarian a Leader” </li></ul><ul><li>Alire Initiative – Grassroots Library Advocacy </li></ul>
  4. 4. Campus Outreach & Advocacy Toolkit <ul><li>http://www.ala.org/ala/mgrps/divs/acrl/issues/marketing/ulsadvocacytoolkit/ulsdocs.cfm </li></ul><ul><li>Developed by the University Libraries Section </li></ul><ul><li>Institutional Profile: </li></ul><ul><ul><li>http://staging.ala.org/ala/mgrps/divs/acrl/acrlissues/marketingyourlib/ulsadvocacytoolkit/institutional-profil.pdf </li></ul></ul>
  5. 5. Institutional Profile Information for Campus Advocacy <ul><li>General, incl. vision, mission, funding </li></ul><ul><li>Programs & Degrees </li></ul><ul><li>Instructors, depts. Promotion criteria </li></ul><ul><li>Students, incl. majors, admission criteria, demographics </li></ul><ul><li>Student life, incl. services, clubs </li></ul><ul><li>Administrative, incl. org structure, areas of excellence, concern, campus wide initiatives </li></ul><ul><li>Library partners & advocates </li></ul>
  6. 6. Understanding Institutional Context <ul><li>Set the stage </li></ul><ul><li>Develop the Institutional Profile </li></ul><ul><li>Know the principles, the priorities, the preferences </li></ul><ul><li>Know people; Build relationships </li></ul><ul><li>Learn what works </li></ul><ul><li>Know when to press and when to step back </li></ul><ul><li>Be strategic </li></ul>
  7. 7. Advocacy Toolkit -The Power of Personal Persuasion <ul><ul><li>http://www.ala.org/ala/mgrps/divs/acrl/issues/marketing/advocacy_toolkit.pdf </li></ul></ul>
  8. 8. Purpose – Skill Development <ul><li>Define personal power and influence </li></ul><ul><li>Recognize that personal power permeates all librarians and library top to bottom </li></ul><ul><li>Articulate and implement the agenda through inclusion, institutional mechanisms and practical techniques </li></ul><ul><li>Advance the academic library agenda through influence and persuasive strategies </li></ul>
  9. 9. Principles <ul><li>Pervasive internal advocacy – it’s everyone’s responsibility – cultural change </li></ul><ul><li>Achieved through </li></ul><ul><ul><li>Inclusion in job descriptions (and through personnel evaluations) </li></ul></ul><ul><ul><li>Shared understanding (departmental, personal goals) </li></ul></ul><ul><ul><li>Heightened awareness (Library communication plan; include discussions in library meetings) </li></ul></ul>
  10. 10. Principles Continued <ul><li>Intentional outreach (through marketing, public relations) </li></ul><ul><li>Knowledgeable workforce (professional development and opportunities) </li></ul><ul><li>Funding (put your money where your mouth is) </li></ul><ul><li>Scenario building (include role playing) </li></ul>
  11. 11. Establish the Message <ul><li>What is the agenda </li></ul><ul><li>Tailor messages to the target audience (strategy) </li></ul><ul><li>Identify audience and characteristics </li></ul><ul><li>Who connects with which audience </li></ul><ul><li>Design messaging process </li></ul>
  12. 13. Persuasion <ul><li>Built on the work of Dr. Robert Cialdini, Principles of Ethical Influence </li></ul><ul><li>“The ethical use of influence mans: being honest; maintaining integrity; being a detective, not a smuggler or a bungler.” </li></ul>
  13. 14. Persuasion Continued <ul><li>Principle of Reciprocity </li></ul><ul><li>Principle of Scarcity </li></ul><ul><li>Principle of Authority </li></ul><ul><li>Principle of Consistency </li></ul><ul><li>Principle of Consensus </li></ul><ul><li>Principle of Liking </li></ul>
  14. 15. In Hard Times More to do… <ul><li>Return on Investment </li></ul><ul><li>Strategic Thinking </li></ul><ul><li>Reciprocity/Partnerships </li></ul>

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