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AASL defines these three distinctly via their Advocacy Toolkit which is well worth purchasing:
ADVOCACY – an on-going process of building partnerships so that others will act for and with you, turning passive support into educated action for the library media program.It begins with a vision and a plan for the library media program that is then matched to the agenda and priorities of stakeholders. (You "do" PR you " build" advocates)
PUBLIC RELATIONS (PR) – one-way communication to deliver a message:
- Who we are
- What we do
- When and where
- And for whom
MARKETING – planned and sustained process to assess the customer’s needs and then to select materials and services to meet those needs.
- Know the customer’s needs
- Who are they?
- What do they need?
- When and where can we best deliver it?
- What are you willing to pay? ($)
You need to take a good look at your program and define your role. You should first have a very strong sense of the above. Each of these is important and should be addressed in the administration of your program. Figure out what the program strengths are, what do you have to offer these audiences, where can you be of service, how can you collaborate, where do you stand with each audience (adminstrators, teachers, staff, students, volunteers, parents & community), what is your visibility? After careful thought and analysis, select one target audience and create an advocacy plan with a focus, action plan and a timeline. Also create a PR and marketing program. Pay careful attention to the questions below in considering your options. Every year, add another target audience and redo your plan until you have built a powerhouse of advocates.
Important Questions to ask yourself regarding promotional events or activities:
from Dr. Annette Lamb http://www.eduscapes.com
- What is the purpose of this activity, project, promotion, event, newsletter, flyer?
- What are you advocating with it – yourself? Your program? Information? Learning?
- Where is the tie to curriculum?
- How will it impact my audience?
- What is the relationship to my mission?
Some Technology Aides for Advocacy and Ideas Specific to Library Media
Things you can do with technology to create visibility within your school and with Administrators
Dreamweaver/Frontpage/First Class –extensive Website – see notes
Email public postings, dept postings, district groups regularly with substance – weekly – be a pest
Publisher - Newsletter for faculty – bi/tri monthly
Provide a packet of professional materials to educate your principal and superintendent on LMC
Publisher - Generate an Annual Report for Administrators and BOE – Joyce Valenza example
Create a one year plan and action outline for your media center - see sample
Non tech – join committees tech / create library advisory committee - be everywhere
Non tech - Bi monthly public library meetings (include independent schools) – collaborative projects
Things you can assist Teachers with to encourage visibility
Assist them with their websites, creation, layout, resources, samples, ideas
Offer to create pathfinders for subject, or specific assignment – samples
Post and Provide professional articles for professional development
Post and Provide specific materials ie writing professional objectives / one year plan outlines samples
Provide useful item online links :
Lesson plans, rubrics, essential questions, creatives, worksheet generators, etc.
Ask teachers to test trial databases for purchase – use feedback
Folders with book info and teacher guides/kids/volunteers
Reminders and resources for Black History month, Women’s , Veterans’ day etc.
Post staff/faculty wiki for summer reading recommendations with detailed instructions
Google earth uses for classroom – professional development
Virtual Tour software and creation - professional development
Poetry Slams with English teachers in the library at night – stream video for prior classes
Ask Me about page on website – or flyer to take home every week to communicate projects
working on / Themes covering this month / enrichment ideas for parent
Help with video conferencing software – SKYPE for pen pal projects or communication
Post Links to conference materials that teachers may find useful
Things you can do with technology to encourage Student advocates
Booktalks with folders kids can create for you or laminate for you
READ posters kids graphic design classes/ Black History Month create, National Library Week, Banned Books Posters
Big 6 graphic design class for elementary, middle, and high
Room to Read Project with Student Gov’t Use tech to bring photos, updates, bulletin boards
Interview with school paper or column of new books or movies or resources
Create a library space or online page for students to post reviews / book clubs / contests /parties
Use Joyce Valenza’s CD to create handouts and useful materials for student work
Tech things for Parent/Volunteer/Community Advocacy
Post IT-EL curriculums/guides for parents et al/job descriptions/what we do/information literacy info
Parent emails with latest and greatest as well as PTO thank yous and volunteer thank yous
Involve your parents – keep them abreast of the happenings in the library – attend PTO meetings and talk!
Involve your volunteers – let them create folders, work on bulletin boards, see you at work
Teach internet resource skills or access databases for parents to assist their students with
Keep a table of handouts for parents/students to help them locate information and resources
Meet with Public Librarians and collaborate on database teaching, getting public library cards, events, ideas
Connect the town hall reps that handle voter registration with the social studies or history team
Ask student gov’t reps what kids want in their libraries and make it happen / suggestion box
Post additional enrichment resources or places to take their children ie university libraries, Art museums, etc.
Remember - communication and sharing are two key factors - being just plain "nice" doesn't hurt either !
Click Here for a Blank Advocacy Plan & Guide by Nance Nassar of the CDE - wonderful form for organizing your ideas |
