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Influencing Skills for Special Librarians: In Our Own Interest Stephen Abram, MLS EOS Webinars Nov. 14, 2013
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Transcript of Eos advocacy
Influencing Skills for Special Librarians:
In Our Own Interest
Stephen Abram, MLSEOS WebinarsNov. 14, 2013
START WITH THE “WHY?”Influence out of context is just a party conversation.
The Essential Definitions
Advocacy is Different
• Public Relations is getting your library’s message across – This is who we are and what we do, where and for whom.
• Marketing is understanding your customer and how to best deliver services and products
• Advocacy is marketing an ISSUE. Support and awareness are built incrementally. Advocacy is an agenda and not an event!
Propaganda bad, Spin good.
Ask Yourself . . .
How do libraries differ as an issue?Are special libraries different?
Are librarians different than libraries?From the listener’s point of view and
experience?
Selling IdeasYou are engaging in an INFLUENCE agenda.
Selling is not a dirty word!Politics is not a dirty word!
Selling Yourself
You are engaging in a long term relationship!Invest your personality
Position Yourself and not merely your resources . . .
YOUR COMPETENCIES – NOT JUST YOUR SKILLSYOUR INSIGHTS AND ADVICEYOUR NETWORK AND CONNECTIONSYOUR RESOURCES
YOU!
What are you selling?
To whom must you advocate?
• Your host enterprise…• Your boss and decision-
makers…• Users, clients, customers…• Vendors…• Who else?
Your Network
Essentials for Advocacy
• Someone who needs to care• Courage• Trustworthy• Passion• Belief• Proofs • Stories and Knowledge• Respect for whom you need to influence• Understanding beyond caricature (e.g. Politicians, the
“Boss”, Teens, Seniors, The “Public”, Vendors...)
Definitions
"Advocacy is planned, deliberate, sustained effort to develop understanding and support
incrementally over time." - Dr. Ken Haycock
Before you need it!!
When is Advocacy Needed?
AIDA: Attention, Interest, Desire, Action
‘
Issues and Timing
Why is Advocacy Needed?
• Is stuff changing? Then you need to advocate and re-position.• Survive or Thrive? Choose words carefully since they frame
understanding . . .• To avoid downsizing of locations, budgets, staff, collections that
hurt end-user success, opportunities and goals• To address shallow thinking about the web and electronic
resources like e-books• To speak up for the silent majority of library users• To position libraries in the minds of funders and decision-
makers• To prepare for future success and to build a well of support and
goodwill• To inoculate against political trends and competition for
resources and capital
AdvocacyActivitiesMustBe PLANNED!
Crafting messages
Am I an introvert or extrovert or somewhere in between?
Who is the general audience? Who is interested?
What interests them?
What should I do to pique their interest?
Will they agree with what I have to say?
If not (which will likely be the case!) what counter- arguments
should I be prepared to answer?
Logic and values(SLA alignment study results) Bias: Quality, Speed,
Time savings, Authority, Comprehensiveness, decision-ready... the Truth?!
Why do you think there’s a problem at all? Is it conceptual or pragmatic? What are the costs? Is their
perception of the ‘issue’ the same as your’s?
What kind of solution do you propose? Does it ask me to do something or to understand something?
Does it match the problem exactly?
Is it a relatively better way, compatible with my methods, less complex, trialable, and observable?
Communicating value
• Intrinsic• Instrumental• Contributory• Exchange
Plan within a plan• Identify your goal and message
• Establish relationships with key decision makers
• Work with key stakeholders, find new friends
• Link with groups that may influence decisions
• Stay up-to-date with research
• Keep plans ongoing
Lobbying
Grassroots
Partnering
Robert Cialdini's Six Tactics
• Authority• Consistency and
commitment• Liking
• Reciprocity• Scarcity
• Social proof
Homework
1. Identify two to three stakeholders in your local setting.
2. Learn two things about those stakeholders that can help you make meaningful contact with each.
Questions?
Seeking and Getting Attention
Hints
Social
Build it Yourself?
Can You Stand Out in a Crowd?
Find Target, Aim, Shoot, Check-in
Be The Sun
Stand Out in a Crowd
Ask for It!
Drive them to what they want
Ummm, It’s real easy! Talk to me about something I am interested in, where I am, that meets my needs and goals.
Speak Up!
Money is not the key.
TIME IS THE KEY
Thank Heaven You Have the Library!
Metrics
• Traditional versus New Statistics / Altmetrics• Statistics versus Measurements• Visualizations• Impact Studies using sampling• Geo-IP data• Massive increases in virtual usage• Social Media• Satisfaction surveys
The Virtual Handout• Value of Libraries Megapost http://stephenslighthouse.com/2013/08/29/value-of-libraries-megapost/ • The Value of Public Libraries
http://stephenslighthouse.com/2010/04/06/the-value-of-public-libraries/• The Value of School Libraries
http://stephenslighthouse.com/2010/04/06/the-value-of-school-libraries/• The Value of Academic and College Libraries
http://stephenslighthouse.com/2010/04/07/value-of-academic-and-college-libraries/
• The Value of Special Librarieshttp://stephenslighthouse.com/2010/04/07/value-of-special-libraries/
• Library Advocacy: Save the Library Campaignshttp://stephenslighthouse.com/2010/04/01/save-the-library-campaigns/
• Springboard Stories
http://stephenslighthouse.com/2010/04/07/having-the-value-conversation-springboard-stories/
• Cheryl Stenström's dissertation• http://eprints.qut.edu.au/59510/
Learn to tell a story for influence and not just Information andentertainment
The Value of Conversations
source: http://www.distilled.co.uk/blog/wp-content/uploads/2009/05/conversation.jpg
Stephen Abram, MLS, FSLAPrincipal
Lighthouse Consulting and Dysart & Jones AssociatesCel: 416-669-4855
[email protected]’s Lighthouse Blog
http://stephenslighthouse.com
Thanks!
