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Roberta Stevens, Library of Congress, on ALA Advocacy toolkits especially for Libraries in Tough Economic Times and (presented at the Libraries in Tough Economic Times event at NIH Library March 6, 2009 sponsored by ALA FAFLRT)
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ALA’s Advocacy ALA’s Advocacy ToolkitToolkit
Making the Case Making the Case for Libraries in for Libraries in
Tough Economic Tough Economic TimesTimes
Setting the StageSetting the Stage
ALA’s strategic plan – advocacy is ALA’s strategic plan – advocacy is goal #1goal #1
Association-wide advocacy effortsAssociation-wide advocacy efforts Advocacy and the ALA Washington Advocacy and the ALA Washington
OfficeOffice Office for Library AdvocacyOffice for Library Advocacy Committee on Library AdvocacyCommittee on Library Advocacy
Goal #1: ALA and its members Goal #1: ALA and its members are the leading advocates for are the leading advocates for libraries and the library libraries and the library profession.profession. Increase support for research and evaluation to Increase support for research and evaluation to
provide evidence of the value and impact of provide evidence of the value and impact of libraries.libraries.
Increase public awareness of the value and impact Increase public awareness of the value and impact of libraries of all types, librarians and library staff.of libraries of all types, librarians and library staff.
Mobilize, support and sustain grassroots advocacy Mobilize, support and sustain grassroots advocacy for libraries and library funding at local, state and for libraries and library funding at local, state and federal levels.federal levels.
Increase collaboration to secure legislation Increase collaboration to secure legislation favorable to libraries.favorable to libraries.
Increase public awareness of the importance of Increase public awareness of the importance of intellectual freedom, privacy and the role of intellectual freedom, privacy and the role of libraries in a democracy.libraries in a democracy.
Association-wide Advocacy Association-wide Advocacy EffortsEfforts
@ your library, The Campaign for @ your library, The Campaign for America’s Libraries (2000)America’s Libraries (2000)
Advocacy Institute: ALA Annual, July 10, Advocacy Institute: ALA Annual, July 10, 20092009
Advocacy University: Online toolkitsAdvocacy University: Online toolkits Library tools and campaigns with ACRL, Library tools and campaigns with ACRL,
AASL, PLA, IRC, ALSCAASL, PLA, IRC, ALSC I Love Libraries Web siteI Love Libraries Web site
Advocacy and theAdvocacy and theALA Washington OfficeALA Washington Office
Mission:Mission:Informs government of the Informs government of the
needs of needs of library communitieslibrary communities
Provides library supporters up-Provides library supporters up-to-date to-date informationinformation
Builds coalitionsBuilds coalitions
Advocacy and theAdvocacy and theALA Washington OfficeALA Washington Office
Means:Means:National Library Legislative Day (May 11 & 12)National Library Legislative Day (May 11 & 12)(Google “National Library Legislative Day”)(Google “National Library Legislative Day”)
District Dispatch with online updates and hot District Dispatch with online updates and hot issuesissueswww.wo.ala.org/districtdispatch/www.wo.ala.org/districtdispatch/
Tool:Tool:Legislative Action Center, the email service that Legislative Action Center, the email service that allows advocates to send customized messages to allows advocates to send customized messages to Congressional members and state legislatorsCongressional members and state legislators(Google “ALA Legislative Action Center”)(Google “ALA Legislative Action Center”)
ALA Office for Library AdvocacyALA Office for Library Advocacy
Supports the Supports the efforts of efforts of advocates advocates association-wideassociation-wide
Integrates their Integrates their efforts efforts
Works to cultivate Works to cultivate future advocatesfuture advocates
Examples:Examples: Advocating in a Advocating in a
Tough Economy Tough Economy ToolkitToolkit
Add It Up: Make Add It Up: Make the Difference in the Difference in Youth Youth Development and Development and Education ToolkitEducation Toolkit
Committee on Library AdvocacyCommittee on Library Advocacy
Develops resources, networks and Develops resources, networks and training materialstraining materials
Integrates advocacy efforts into ALA’s Integrates advocacy efforts into ALA’s overall planning, priorities and policiesoverall planning, priorities and policies
Cultivates future leaders in advocacyCultivates future leaders in advocacy Has an Advocacy Coordinating Group for Has an Advocacy Coordinating Group for
the exchange of information and ideasthe exchange of information and ideas Has an Advocacy Training Has an Advocacy Training
Subcommittee Subcommittee
Advocating in a Tough Economy Advocating in a Tough Economy ToolkitToolkit
Online so that it can be easily updated:Online so that it can be easily updated:www.ala.org/tougheconomytoolkitwww.ala.org/tougheconomytoolkit
Produced by ALA’s Advocacy UniversityProduced by ALA’s Advocacy University Brings together advocacy information Brings together advocacy information
from across the associationfrom across the association Has links to media coverage, a press Has links to media coverage, a press
center, etc.center, etc. Allows you to “pick and choose” what Allows you to “pick and choose” what
would be useful for your situation and would be useful for your situation and needsneeds
Toolkit: What It Gives YouToolkit: What It Gives You
Facts and strategies to use in Facts and strategies to use in speaking out effectively for librariesspeaking out effectively for libraries
Information on how to work with Information on how to work with decision-makers and the mediadecision-makers and the media
Talking points on the economic value Talking points on the economic value of libraries (with examples of the of libraries (with examples of the “returns on investment”)“returns on investment”)
A link for sharing successful A link for sharing successful advocacy storiesadvocacy stories
Toolkit’s StructureToolkit’s Structure
Making the caseMaking the case Outreach strategies to generate Outreach strategies to generate
supportsupport How to talk to the media to get their How to talk to the media to get their
support and good coveragesupport and good coverage Tips for engaging decision-makers Tips for engaging decision-makers
and legislatorsand legislators How to stage and publicize a rallyHow to stage and publicize a rally
Making the CaseMaking the Case
The toolkit includes a message worksheet The toolkit includes a message worksheet to help you:to help you:
Clarify your goal and specifically what Clarify your goal and specifically what you want to have happenyou want to have happen
Define the key message that will be Define the key message that will be repeated over and over (your “sound repeated over and over (your “sound bite”) bite”)
Identify your audience and why this Identify your audience and why this would be important to themwould be important to them
Outline your supporting points and Outline your supporting points and examples/stories/facts to back them upexamples/stories/facts to back them up
There is advice on:There is advice on: Delivering the message (communication Delivering the message (communication
strategies)strategies) Designating effective spokespeopleDesignating effective spokespeople Dealing with opposition and controversyDealing with opposition and controversy Answering tough questionsAnswering tough questions Telling your storyTelling your story
Making the CaseMaking the Case
Outreach Strategies to Generate Outreach Strategies to Generate Support Support
The toolkit includes a speaker’s checklist The toolkit includes a speaker’s checklist to help you:to help you:
Prepare for a presentationPrepare for a presentation Deal with anxiety Deal with anxiety Deliver the presentation effectivelyDeliver the presentation effectively ““Look the part”Look the part”
Talking to the MediaTalking to the Media
The toolkit includes:The toolkit includes: Tips for successfully interacting with Tips for successfully interacting with
and managing the mediaand managing the media Media strategies … what they are and Media strategies … what they are and
when to use themwhen to use them Tips for staying in control of the Tips for staying in control of the
message and answering hard questions message and answering hard questions
Engaging Decision-Makers and Engaging Decision-Makers and LegislatorsLegislators
The toolkit includes:The toolkit includes: Tips for successfully reaching out to Tips for successfully reaching out to
decision-makersdecision-makers Showing the value of your libraryShowing the value of your library Framing the message for this target Framing the message for this target
audienceaudience Techniques for effectively Techniques for effectively
communicating with legislatorscommunicating with legislators A “know your legislator” checklistA “know your legislator” checklist
Staging and Publicizing a RallyStaging and Publicizing a Rally
The toolkit includes:The toolkit includes: Planning for rallies … from Planning for rallies … from
conceptualization to logisticsconceptualization to logistics Examples of how to publicize a rallyExamples of how to publicize a rally Sample rally messagesSample rally messages A rally event checklistA rally event checklist