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New Views on Advocacy:Moving the Agenda Forward
Dr. Ken HaycockJanuary, 2004
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Research evidence is consistent… School libraries and qualified teacher-
librarians affect reading proficiency and achievement in the subject content areas.
The effect is greater with an emphasis on collaboration and TLs not covering teacher preparation periods.
In spite of the evidence, school boards cut libraries, book budgets and teacher-librarians while promoting literacy…
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Best Practice Clarify and Promote the Role of the TL Encourage Collaboration Insist on Flexible Scheduling Engage Exemplary Teacher-librarians Encourage Staff Development Ensure Relevant Education for TLs
classroom experience education at the graduate level all agree on what should be taught emphasis on CPPT: what gets taught gets done provide continuing education
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But Who Cares? Are school libraries and teacher-
librarians valued more than before? No. Has the level of support increased in
states with these results? No. Are there lessons from the great
improvements of the 1960s? Yes. Are there lessons from our research and
experience, and rules for advocacy? Yes.
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Applying what we know…Applying what we know…
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Definitional issues…Definitional issues…
Public Relations and Publicity
Marketing
Advocacy
At the Table
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What’s at Stake?What’s at Stake?
effective users of information and ideas?
libraries? teacher-librarians? student achievement,
literacy and culture?
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Advocacy Lessons
Logical incrementalism… Respect… Deposits and withdrawals… Connecting agendas…
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Finding your courage...Finding your courage...
The more you make your issue about the other person’s needs, it becomes less about you.
And if it is not about you, what is there to be afraid of?
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What administrators say…
Fertile environments… …immersion…saturation
Learn from colleagues See in action; journals Cannot add anything more usually Connect with pressure points, e.g.,
student achievement
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Fertile environments…
Importance of coordinators and sponsors Advocate or player Importance of education
associations/unions for “support services”
Importance of parents and boards
Oh dear…the problem of refugees from the classroom…
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Tipping Points Epidemics…thresholds… Little changes have big effects. Things happen in a hurry. The power of context The law of the few: messengers;
mavens; salespeople--the rule of 150 The stickiness factor…the form and
format are important (thank you Malcolm Gladwell…)
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Lessons about tipping points
Concentrate resources on a few key areas…connectors/messengers, mavens, salespeople
Do not do what you think is right…test your intuitions
Recognize phases…Early adopters; early majority; late
majority; laggards
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Connecting teacher-librarianship, players, fertile environments and tipping points
Know the research base Know the advocacy rules Become a player Appreciate peer pressure Plan, plan, plan…evaluate and re-plan
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The 5-Step PlanThe 5-Step Plan
1. Objective: have a clear, measurable objective.
2. Target Group(s): know who is important in the achieving of your objective.
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The 5-Step PlanThe 5-Step Plan
3. Strategies What? the
obstacles When? Where? Who? How? the
message
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The 5-Step PlanThe 5-Step Plan
4. Communication Tools: never start your planning with the communication tool. It’s Step # 4.
5. Evaluation: make it an integral part of the planning process from the outset
--Pat Cavill© Pat Cavill Consulting
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Whining
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Toward A Plan…
Next Steps…
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A Case Study:The State/Provincial Coalition
good schools havegood school libraries
…because student achievement is
the bottom line
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Steps to success…
Mission and Objective Current Market Situation Opportunity and Issue Analysis
(SWOT) Strengths/Weaknesses (internal: control) Opportunities/Threats (PEST: no control)
Competitor Analysis
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This is not “spray and pray”…
Key Decision-Makers Analysis individuals associations/groups profiles developed
Databases school board chairs school board chapters
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Sustainability 1 Executive Committee
representative of each state/provincial association that joins; elect chair, e.g.
Book Publishers Parent Advisory Councils Magazine Publishers Library Association Library Trustees’ Teacher-Librarians
Membership Levels associations—provincial ($ not for profit/$ for profit) associations—local ($) institutions and commercial ($) individuals ($) currently includes local and state/provincial associations, institutions
and commercial enterprises, trustees, school principals, etc. inquiries—banks; police; reporters
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Sustainability 2 Secretariat
Letterhead Mailing address Telephone
Executive Director Interim appointment Role for highly committed/effective retired TL(s) Team of volunteers Honorarium
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Financial Plan
Fundraising Possible foundation Proposal being developed Volunteers Sponsors
Commercial/friends—subject to approval ($1,000/year/three years)
Donations (tax deductions)
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Marketing Strategies The Five Step Plan/Evaluation Communication Strategies
what is a good school library? media friends “Best Sellers” (high profile advocates)
Advocacy Strategies opening doors lessons learned role of teacher-librarians image
Research: Key Points
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Beginning… Web Site
Webmaster Provide current situation Provide research for school libraries Provide Coalition contacts etc. Provide advocacy tips and contacts Highlight success stories Volunteer
Promotion Materials Postcards and bookmarks. Brochures—one sheet for distribution at bookstores Report Card—for parents to complete on their school
library
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Role of Teacher-librarians
Mavens/expert content Define/promote best practice Identify parent advocates in each
school district/ provincial riding One seat at Executive Committee Encourage membership
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Lessons Learned we do make a difference!
but it is not about us… focus on community development
rules for effective advocacy rules for becoming a player acknowledge and use our strengths:
partnerships and connecting agendas planning, implementing, assessing, planning… optimism, fortitude, tough poise
Focused, Flexible, Friendly, Fast…and Fun…
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To Your Success…
Feel free to contact me, for information, advice or training…
Dr. Ken Haycock604.925.0266
www.kenhaycock.org
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now in our 31st year…