Advocacy

1. Advocacy Background, Barriers & Best Practices Rosemary O’Connell

2. Background • Definition • How? • Why? • Who? • When?

3. Defining Advocacy • During the past 30 years these terms have been used somewhat interchangeably: Public Relations Marketing Outreach Lobbying Advocacy

4. Defining Advocacy AASL defines Advocacy: An ongoing process of building partnerships so that others will act for and with you, turning passive support into educated action for the library media program.

5. Defining Advocacy AASL continues: It begins with a vision and a plan for the library program that is then matched to the agenda and priorities of stakeholders.

6. HOW? Elements of an Advocacy Plan 1. Define time-specific and measurable objectives. 2. Determine key target audiences and what you know about them. 3. Develop strategies: What? Who? Where? How? When? 4. Choose your communication tools. 5. Plan how to document and evaluate the results. (2011 Library Advocacy Now! Canadian Assoc. Public Libraries)

7. WHY?Advocacy is Important • 2008 Survey of 381 School Librarians (primarily AASL members) indicated they believe Advocacy will be critical for the future of the profession. (Ewbank, 2011)

8. Importance of Advocacy to Future of School Library Profession Source: Ewbank, Ann Dutton. “School Librarians’ Advocacy for the Profession: Results of a U.S. National Survey.” SLW, 2011.

9. WHY Advocacy is Important • Can’t assume others are noticing or that administrators, school boards, parents or teachers know what we can do. (Harvey 2010) • Massive evidence in the past 30 years links good school library programs to higher academic achievement but it is either not heard, or not believed. (Chan 2008) • Everyone has past library experiences, so everyone believes they know what the services are in today’s school libraries. (Gould, Hynes, Schultz & Shadle, 2005)

10. WHY Advocacy is Important • Students are adversely affected by a lack of advocacy. (Plunkett 2010) • Once a program has been cut, it’s nearly impossible to reinstate. (Kaaland, 2011)

11. WHO should be targeted? Target various stakeholders: • Legislators • School Board members • District Administrators • Principals • Parents • Teachers

12. WHO should be targeted? • Whenever possible, incorporate students into library Advocacy presentations.

13. WHO should be targeted? • Stakeholder groups can also advocate to each other, on behalf of school libraries. “Washington Moms” In 2007, three Spokane moms, over 17 months, built a website, get 10,000 signatures, rallied on capital steps, testified to state committees, ultimately resulting in $4 million provision for school libraries in WA state budget. (Kenney, 2008)

14. Barriers • Although librarians in the 2008 national survey stated it was important, 25% had not engaged in any Advocacy activity during the previous 3 years. (Ewbank 2011) • What are some barriers to Advocacy?

15. Barriers From 2008 National Survey (Ewbank): • Lack of time (62%) • Lack of awareness (49%) • Resistance by Decision-Makers (38%) • Not enough Money (37%) • Not a Priority (31%) • Lack of Advocacy Training (31%) • Little Interest in Advocacy (23%)

16. Barriers • Some obstacles (staffing, budget, Decision Maker resistance) are beyond a librarian’s control. • Choosing to actively engage is Advocacy is totally within our control!

17. Barriers From 2012 WA State Teacher of the Year, Teacher-Librarian Mark Ray: Most people don’t know what we do, what to call us, or what to do with us. We as a profession can’t agree on what we do, what to call us, or what to do with us. We are thorough, systematic & encyclopedic; but stakeholders have only very limited time. • Source: Teacher Librarian, 2011

18. Best Practices • Tips • Tactics • Toolkits • Case Studies • Quarterly Advocacy Animoto, tied to Assessment Algonquin Middle School, NY (per MakeSomeNoise) • Arizona Brookdale Union High School District Retention of School Librarians (per AASL website, Ewbank)

19. Best Practices 2012 WA Teacher of the Year, Teacher-Librarian Mark Ray: To Communicate that we are essential to Student Learning: - Use “Teacher” or “Teaching” whenever we can. - Keep it simple. - Be prepared . . .

20. Best Practices: Tips From Mark Ray: Create an Executive Summary - 1 page • 3 or 4 points - what’s going well • 1 or 2 success stories with students • Mission statement (if exists) • Identify 2 or 3 challenges Commit it to Memory. • Never know when or where you’ll be when it’s needed. Face time with Decision Makers is Golden. • LISTEN to their questions & concerns; advocacy is two-way. Convey a Success-in-Progress. • Find a compelling story beyond the conventional expectations, involving student learning; doesn’t have to be perfect. Source: School Library Monthly, March 2012

21. Best Practices: Tips Per ALA Office for Library Advocacy: • Get everyone involved. • Be enthusiastic and positive. • Talk about the users’ needs, not the library’s. • Build a database of supporters. • Support your supporters with message sheets. • Reach out to influencers in the community. • Thank your supporters whenever possible.

22. Best Practices: TACTICS • T = TARGET Library @ core of student learning • A = ACTIONS Act now; don’t wait for budget cuts • C = COMMUNICATION Don’t assume everyone knows or sees what you do. • T = TIME Share a great idea with principal or parent • I = INVOLVMENT Connect @ concerts, sports; and with members of profession. • C = CHANGE Embrace chance to improve • A = ATTITUDE Show enthusiasm and passion • L = LEADERSHIP Serve on committees (Harvey 2010)

23. Best Practices: ASSL Toolkits • Source: www.ala.org/aasl/

24. Case Study:Advocacy as Assessment Goal Rachel Ekstrom: Algonquin MS, Averill Park, NY • In 1st year of tenure made Advocacy Assessment goal. • Quarterly Advocacy reports need to be interesting. • Created 2 minute Animoto using photos of students, Rachel teaching, projects, author visits, book club. • Sent to Building & District Administrators. • Year 2 no longer part of Assessment but now sent to whole school. Source: blogs.slj.com/make-some-noise/ 1st Qtr Animoto

25. Case Study:Shared Values Retain Librarians On AASL website: • Ann Dutton Ewbank report. • AZ School district: 15,000 students, 9 high schools • Tasked to cut $8.5 million in 2009/10. • Librarians were saved (aides lost). • Employees at schools part of recommendation process. • Decision Makers felt Librarians Key to Learning System: “I don’t know what staffing looks like without a librarian in the building .” • Common Core can be a similar shared value system.