Transcript Advocacy and Leadership The Colorado Library Leadership Institute Presented by Nancy Bolt Nancy Bolt & Associates March 6, 2009

Advocacy and
Leadership
The Colorado Library Leadership
Institute
Presented by
Nancy Bolt
Nancy Bolt & Associates
March 6, 2009
Some Definitions
 Leadership is the creation and fulfillment of
worthwhile opportunities through honorable
means. (Herb Rubinstein)
 The essence of leadership is the
communication of commitment. (Charlie
Robinson)
 Leadership is informed opportunism. (Sandy
Cooper)
So Just What Is
Advocacy?
A plan and activities to change the attitude
or behavior of an individual or group of
people so that they support a specific
program or idea.
Where Can You Use
Advocacy Skills?
 With public officials (city council, legislators)
 Within the library (with you boss, Board of
Trustees, with library staff
 With community groups (to show value of
library services)
 With anyone you want to convince to do
something
Typical Steps in
Advocating
 What is your goal?
 Who needs to be convinced this is a good idea?
 What is the message to convince them?
 What is the best way to deliver this message?
 How will you know if your efforts are successful?
What Is Your Goal?
 What do you want to accomplish?
 Increase library use or support?
 In general
 For a specific audience
 In a specific time frame
 What idea do you want accepted or action taken?
 New program or idea
 Changes in existing program
 Changes in attitude
Target Audience
 Who needs to be convinced this is a good
idea?
 Who needs to be committed to the project?
 There can be multiple audiences for one
project.
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Librarians
Governing authorities
General public
Your boss or co-workers
Target Audience
 The audience current opinion
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Positive
Neutral
Negative
Uninformed
 Why should they care?
 The “Leap to Passion.”
Developing the Message
 What is your goal?
 What is your key message?
 Short – 15 words or less
 Repeat often and everywhere
 Three major talking points
 Relate to the needs of your audience
Developing the Message
 Using data and statistics
 Tell a compelling story
 The larger the group you're trying to reach, the
simpler the message must be.
 Messages should maintain some sort of
consistency across markets
Delivering the Message
 What does your audience need to know to
support you?
 How best reach the target audience?
 Who does the target audience listen to?
 What coalitions can you build?
 No permanent friends, no permanent enemies
Delivering the Message
 Who should deliver the message?
 Someone who knows and believes in the message
 Someone with credibility
 Staff, trustees, friends of libraries
 Multiple media use
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Public media
Library media
Private meetings
Letters, emails, and phone calls
Delivering the Message
 Say thank you
 Be persistent
 Follow-up with more information
 Check to see if a decision has been made
 Build long term relationships
Evaluating Your Advocacy
Efforts
 What action do you want your target audience
to think or do?
 How will you know if the advocacy activity is
successful?
 How will you measure effectiveness?
An Advocacy Example
The Library Support Staff Certification
Program
 Goal: The get support for LSSCP within ALA
Divisions and the ALA Board
 Target Audience
 Divisions, LSS, Council, ALA Board
 Message
 Need, long range plans, stories
 Delivering the message
 Papers, meetings, Advisory Committee, “Leap to
Passion”
 Constant communication, quick response
 Evaluation
 Division votes, Council input, Board support
Analyzing Some Messages
 Libraries make the difference in youth
development and education
 The library needs you.
 Libraries mean business.
Your Task Now
 Form small groups
 Choose from the statements attached or pick
your own message
 Identify the objective of the message
 Identify the target audience
Your Task
 Identify the message
 What is the story
 What are the supporting facts
 What are 3 key, short statements that support
 How will you deliver the message to the target
audience?
 How will you evaluate your success?
Practice
 Pick someone from a different group and
present your message. You have ??
minutes each