September, 2006Cuesta Multicultural Consulting1 Community Connections: The Trustee’s Role in Developing a Culturally Responsive Library New Jersey State

September, 2006 Cuesta Multicultural Consulting 1

Community Connections: The Trustee’s Role in Developing a Culturally Responsive Library

New Jersey State Library

Library Trustee InstituteLong Branch, NJ

September 29, 2006


Why Community Connections Are Important

• Demographic trends• Developing new generation of library users• Fulfilling our library mission• Helping newcomers adapt to community• Helping community adapt to newcomers• Recruiting and retaining best talent


Role of Public Libraries

• Libraries can play an important role in helping underserved communities achieve success but it requires effective outreach which involves:

– identifying the needs of the community and developing services to address those needs

– making the community aware of how the library can help improve their lives

– delivering services in a culturally responsive manner– developing a library that is welcoming to all– building relationships and trust


Understanding of the Public Library

• Do not assume that your target community shares your understanding of the public library

• Common misconceptions among Spanish speakers:– Public libraries are only for the educated or for those attending

school.– Library materials are for sale.– Access to the library and library services requires a fee.– Libraries will divulge personal information used in obtaining a

library card to government agencies.– Libraries provide materials only in English.


Learning About Diversity & Culture

• Will help us understand the perceptions and attitudes that the community has about the library

• Enable us to communicate more effectively with our customers

• Will help us make the library more welcoming• Will enable us to develop responsive services


Reaching New Communities: What Works

• Advocacy and support at the highest levels of the organization

• Partnering with community organizations• Positive attitude towards the target community• Awareness of cultural diversity and its impact on

the design and delivery of services


Trustee’s Role in Reaching New Communities


1. Walk the Talk

• Include diversity in strategic plan, in library vision and library mission

• Include specific goals and objectives• Support, encourage, develop staff in learning about and

responding to diversity• Be a visible and consistent supporter in the library

– attend training– attend diversity and community events– acknowledge and reward staff


1. Walk the Talk, cont.

• Be an advocate for diversity in the community– Do your homework. Be prepared to make the

case for reaching new communities– Promote learning and interaction opportunities

for diverse communities – Share success stories, anecdotes,


2. Assess Where You Are

• Assess existing conditions, practices, attitudes and skills at individual, management and organizational level– Where are the obstacles to diversity?– What problems are managers & staff

encountering?– What skills do they need?

• Use Success Check List to get started


3. Develop and Train Staff in Diversity Awareness, Knowledge and Skills

• Support the training– make funding available– attend training– release staff– explain why training is important to library– use training as a catalyst for change


3. Develop and Train Staff in Diversity Awareness, Knowledge and Skills,

cont. • Awareness

– Definition of diversity– Definition of culture– Cultural identity– How culture shapes behavior– Cultural concepts and rules– Characteristics of culture– Assumptions, stereotypes



cont.

• Knowledge– Specific cultural norms, practices and values– Differences in cultural values– Differences in communication styles– Impact of cultural differences on customer

service, marketing, selection of materials



cont. • Skill Development

– How to work with diverse community– How to demonstrate good customer service

behavior to diverse communities– How to communicate cross-culturally– How/when to adapt behavior


4. Integrate Diversity Into Library Culture/Organization

• Make systemic changes—examine planning, budget, personnel system, services, marketing, policies and procedures. Hold all parts of the library accountable.

• Diversity must be a constant presence in the library—signage, programming, staffing

• Think long term cultural change. Have patience.• If your term ended tomorrow, what would your legacy

be?


5. Commit for the Long Term

• Recognize that dealing with diversity is an evolutionary process not a revolutionary one

• Accept you will be constantly evolving, refining

• New problems will require new answers


“It really is not only a head thing, it has to be a heart thing as well. If you don’t talk about both, if you don’t believe

both, it’s too hard to do and you won’t stay with it and you won’t be successful. Diversity is good for business and it’s

also the right thing to do”

Steve Reinemund, former CEO of PepsiCo


¡MUCHAS GRACIAS!

Documents

September, 2006Cuesta Multicultural Consulting1 Community Connections: The Trustee’s Role in Developing a Culturally Responsive Library New Jersey State