WebJunction

Rural librarians from across the country convened at the Bill & Melinda Gates Foundation in Seattle, WA, to connect with one another and learn skills to raise awareness about the importance of free public access computing and advocate for additional funding for these critical services.

As budgets get smaller and access to computers and the Internet becomes more essential, librarians are often called upon to be advocates and spokespeople in their communities, with local and state government and in the media. For many this is uncharted territory. A breakout communications session during the conference addressed advocacy and media relations strategies for libraries that serve fewer than 10,000 patrons.

Hands-on tips from the presentation include:

• Messaging: It's quality not quantity - Your messages should be simple and clear. Once you have developed and settled on messages, use them everywhere! Messages should be communicated internally, as well as externally, and anyone who speaks on behalf of the library should be briefed. To make an impact, your messages must be consistent.
  Real Life Example: Short and concise answers and statements are crucial to effective communications. One rural librarian shared a clever trick to remember to be concise. When doing radio interviews, she took along several rocks in her pockets. When she was asked a question, she began transferring the rocks from one pocket to another and when she was done she knew it was time to wrap up her answer!

• Credibility is key - Be sure your messaging is factually based. Credibility is essential to the long-term success and impact of your messages. In addition to being credible, your messaging should be persuasive and include a call to action. Sometimes the most credible voice is not your own - if you have influential people willing to speak on your behalf, they may have more impact.
  Real Life Example: Many libraries have a ”Friends of the Library” organization, which can be an incredible resource within the community. If a prominent community figure is on your board or affiliated with your `Friends of the Library' group, ask them to write an op-ed piece or rally support for your library. One `Friends of the Library' group paid for a half-page mailer to be created and distributed throughout the community to raise local support and gather signatures to send to the state legislature.

• Make it personal -- For maximum impact, look for ways to personalize and localize your message. For instance your message might be: 'Free use of library computers is an invaluable asset for the entire community. Students use the computers to complete homework assignments, seniors stay in touch with friends and family through e-mail and others use computers to look for a job or start a business.' This message puts a personal face on the issue of public access computing by talking about students and seniors, people everyone can relate to.

• Be an influencer - Decision-makers, opinion-leaders and community activists pay attention to the op-ed pages. Many an issue has come to life and entered the public dialogue straight from the opinion and editorial pages. Write an op-ed piece for the local newspaper and/or the state capitol's newspaper, or have an influential member of the community write one on behalf of the library.
  Real Life Example: Even better than a one-time article, one librarian writes a regular reference column for her local paper, which gives her credibility with the public, recognition with local government officials and a platform to advocate for the library. Many weekly newspapers, in particular, are always looking for content and may welcome the addition of a column.

• Be an effective advocate -- Communicating with local officials is a skill worth learning. When writing elected officials, state your purpose in the first paragraph, be courteous and to the point, include key messages and use supporting examples but keep the letter to one page. When visiting elected officials be clear and upfront. Inquire about how you can be of assistance and don't be afraid to ask for a commitment. Be sure to use your key messages and be prepared to answer questions. Always follow up with a thank you note!
  Real Life Example: Persistence never hurts! One librarian made it a point to always run into city council members outside of the library and would be ready with an example of a service or benefit that the library was providing to the community. She found that when it came time to go before the council for funding, her requests were better received when she didn't also have to prove the benefit of the library -- the council members had been hearing those stories all along -- and instead could focus on what additional funding would bring the library.

• Cultivate relationships with policymakers - Consider attending the state library association's legislative day and meet with your state representatives. Monitor current legislation that may affect your library and inform your local elected officials of your stance on the issues. If there are legislators who are particularly supportive, volunteer to help during reelection time or give recognition awards.

• Deliver your message effectively - When communicating your message, you must always consider the audience first and foremost. The audience will determine how your message is most effectively delivered. If you are trying to reach out to the county commission, write a personal letter, invite commission members to visit the library, or get a piece published on the op-ed page. If you are trying to reach the business community, make a presentation at the Chamber of Commerce or write a letter to the editor of the local business journal in your community.

• Customize your message - Another challenge is effectively reaching the community. You may have to highlight different benefits of the library to different groups, but always using your core messages. Try to target groups who have a vested interest in the library. Make a presentation before the local PTA organization, who have children and care about having access to books and technology. Promote senior computer classes at community centers or retirement homes - the library is an opportunity to learn about the Internet or communicate with grandchildren via e-mail. It is your job to educate the community on why the library is interesting and valuable to them - a message that may be slightly altered depending on your audience.

• Be proactive about media relations - Beyond sending out the traditional press release announcing a new building opening, a grant award or an anniversary milestone, practice engaging in ongoing media relations. Foster relationships with local reporters, radio personalities and local officials throughout the year, even when you aren't trying to get a story published. Send a note to a reporter who wrote an article you enjoyed, invite local officials to an event at your library, or provide a local angle on breaking national news. In return, you will become someone reporters know and recognize, and the first person they'll think of regarding anything library related.

• Use the calendar to your advantage - Do you have a mother and daughter who come into the library every Saturday to e-mail their father stationed overseas? Pitch a Father's Day themed story on the value of the Internet in the community. Does the first month of school show a huge spike in students using library computers? Pitch a back-to-school piece about the impact of technology in education, and the library's critical role. Reporters want to write timely articles - so help them!
  Real Life Example: In Kentucky, librarians pooled their resources and drove 70 bookmobiles to the state capitol to celebrate the 50^th anniversary of bookmobiles in the state. The collaboration of many libraries and the anniversary angle made it a newsworthy event.

More than ever librarians are called upon to be vocal, bold and media savvy advocates for their library. Employing the media and advocacy strategies suggested by communications professionals and learning from colleagues will help you become a more effective voice for your library and advocate with success.