Speaking Out, Speaking Up: the ACRL Advocacy Toolkits

Erika Linke - President,Association of College & Research

Libraries

March 6, 2009

Overview

Background Context Purpose Principles Messaging Persuasion

Background

ACRL Leadership Breivik – “Every Librarian a Leader” Alire Initiative – Grassroots Library Advocacy

Campus Outreach & Advocacy Toolkit

http://www.ala.org/ala/mgrps/divs/acrl/issues/marketing/ulsadvocacytoolkit/ulsdocs.cfm

Developed by the University Libraries Section

Institutional Profile:– http://staging.ala.org/ala/mgrps/divs/acrl/

acrlissues/marketingyourlib/ulsadvocacytoolkit/institutional-profil.pdf

Institutional Profile Information for Campus Advocacy

General, incl. vision, mission, funding

Programs & Degrees Instructors, depts.

Promotion criteria Students, incl. majors,

admission criteria, demographics

Student life, incl. services, clubs

Administrative, incl. org structure, areas of excellence, concern, campus wide initiatives

Library partners & advocates

Understanding Institutional Context

Set the stage Develop the Institutional Profile Know the principles, the priorities, the

preferences Know people; Build relationships Learn what works Know when to press and when to step back Be strategic

Advocacy Toolkit -The Power of Personal Persuasion

http://www.ala.org/ala/mgrps/divs/acrl/issues/marketing/advocacy_toolkit.pdf

Purpose – Skill Development

Define personal power and influence Recognize that personal power permeates all

librarians and library top to bottom Articulate and implement the agenda through

inclusion, institutional mechanisms and practical techniques

Advance the academic library agenda through influence and persuasive strategies

Principles

Pervasive internal advocacy – it’s everyone’s responsibility – cultural change

Achieved through– Inclusion in job descriptions (and through

personnel evaluations)– Shared understanding (departmental, personal

goals)– Heightened awareness (Library communication

plan; include discussions in library meetings)

Principles Continued

Intentional outreach (through marketing, public relations)

Knowledgeable workforce (professional development and opportunities)

Funding (put your money where your mouth is)

Scenario building (include role playing)

Establish the Message

What is the agenda Tailor messages to the target audience

(strategy) Identify audience and characteristics Who connects with which audience Design messaging process

Persuasion

Built on the work of Dr. Robert Cialdini, Principles of Ethical Influence

“The ethical use of influence mans: being honest; maintaining integrity; being a detective, not a smuggler or a bungler.”

Persuasion Continued

1. Principle of Reciprocity

2. Principle of Scarcity

3. Principle of Authority

4. Principle of Consistency

5. Principle of Consensus

6. Principle of Liking

In Hard Times More to do…

Return on Investment Strategic Thinking Reciprocity/Partnerships