a new vision: why wisconsin needs libraries more than ever

A Webinar Presented by Nicolet Federated Library System: A New Vision: Why Wisconsin Needs Libraries More Than Ever

Presenter: Valerie J. GrossAugust 19, 2015

HCLibrary.org, TransformingOurImage.org 1

A NEW VISION: Why Wisconsin Needs Libraries

More Than Ever

Valerie J. Gross, President & CEOHoward County Library System (MD)

A Webinar Presented by

Nicolet Federated Library System

Wisconsin Trustee Training Week 2015

August 19, 2015 1 – 2 pm EST

@ValerieJGross

© 2015 Valerie J. Gross

A New Era

Original Purpose?

Equal opportunity in education.




A Growing Movement

Like schools, colleges, and

universities, libraries are part of

America’s education enterprise.

Externally

Increased respect

Heightened perceived value

Maximized funding

(misperceptions dispelled;

inherent value understood)

Internally

Distinct purpose

Pride in ourselves, work, and profession

Meaningful and fun

Job security

Not just a job: A cause!




The Power of Language

Language causing a

disconnect

Precision

Perception is everything

Full credit for what you already do

What is perceived as valuable gets

funded

Perceived Value

Generic v. Evian

It's....

What we do

How we do it . . . and

How we talk about

what we do.

OverviewPart I State of the Library

Language

“Libraries = Education”

Part II

How we view ourselves

Results

Implementation

Learn from the schools

Q & A




Fairfax (VA)

30 percent cut over two years . . .

“ ‘Parks and libraries are essentially

discretionary programs.’ ”

“Fiscal outlook grim for 2 Fairfax agencies,” by Derek Kravitz, Washington Post,

November 15, 2009 wapo.st/1IZLjQs

Bridgeport (CT)

“We are getting back to basics:

police, fire, and education. We will

not try to be all things to all people.

Libraries are not essential

services.”

American Libraries, June/July 2008, p. 26




Miami-Dade, Florida

“The age of the library

is probably ending.”

(“Miami Dade Library To Close Nearly Half its Branches,” July 18, 2013)

http://lj.libraryjournal.com/2013/07/budgets-funding/miami-dade-library-to-close-nearly-half-its-branches/#comment-140632

“Fiscal outlook grim for 2 Fairfax agencies,” by Derek Kravitz,

Washington Post, November 15, 2009 washingtonpost.com/wp-

dyn/content/article/2009/11/14/AR2009111402355.html




The Solution?

To date, a typical response:

“Libraries are important.”

“Essential services and programs.”

“Libraries are at the heart of Main Street.”

“Public libraries are one of the greatest tools our

nation has.”

“Tell them why you are important.”

“Tell them your story.”

A Smarter, Simpler

“No-Explanation-Needed”

Solution




The Power of Words

Which do you value/support more?

Words That Completely

Changed an Industry’s Image




What this is not:

We play “an” educational role.

We “support” education.

We’re an educational “resource.”

Education

We are education.

Education is our role.

(equal footing with the schools)




Education

Information about a subject matter

Knowledge acquired by learning

Activities that impart knowledge

The process of acquiring knowledge

An enlightening experience




A Universal Value

"Our progress as a nation can be no swifter than

our progress in education.” (President John F.

Kennedy)

“Even as we cut out things that we can afford to

do without, we have a responsibility to invest in

those areas that will have the biggest impact in

our future, and that’s especially true when it

comes to education.” (President Obama)

Libraries = Education

1. Library → Educational Institution

Library staff → Educators

2. All you do → Three pillars




Farewell, Libraries?

E-books outselling hardcovers . . .

Libraries from now on will look smaller and

less crowded

by Malcolm Jones

August 05, 2010

Can Libraries Survive the

E-Book Revolution?

bit.ly/1EnxVVr

What will a library be useful for a decade

from now?

We’ll become less and less relevant. At

some point, we’ll perish.

July 2013

http://www.newsweek.com/authors/malcolm-jones.html




Aligning Ourselves with Education:

Suggested Phrases

We are a key component

of [your city / county /

state / school system /

college / university]

strong education system.

We are a vital educational

institution.

We are a cornerstone in

the education process.

We are partners in

education.

We are education.

We deliver equal opportunity

in education.

We deliver public education

for all.

We deliver high-quality

public education for all ages.

We deliver excellence in

education.

We provide equal access to

world-class education for all.

Aligning Ourselves with Education:

Suggested Phrases

Line of work? Education.

Occupation? Education. Educator.

Describe your staff? A team of educators

and support staff . . .

Educator




Generic to Evian

Lifelong learning

Lifelong education

Continuing education

Education for all ages

Public education for all

And what about . . .

Discovery?

Curiosity?

Fun?

Play?




Three Pillars Philosophy in Action: 2008

“Where would you rate libraries

in importance relative to other

state services?”

“Public libraries are pillars of education. In your

administration, how would you enhance public

libraries, and how would you incorporate public

libraries as you further the educational goals for

the state?”

Salem-South Lyon (MI) District Library

Director Doreen S. Hannon

Salem-South Lyon (MI) District LibraryCandidate Meet & Greet, 09/23/10

“Libraries are pillars of education . .

“Libraries are the most important part of

education.”

“. . . everything is on the table except Medicaid

and education and within the umbrella of

education is public libraries. This cannot involve a

cut to library funding. I will work to reverse that.”

bit.ly/LibEduVideos




Libraries = Education

3. Strategic Vocabulary

What Does “Storytime” Mean?

The time at which a story is told.

Workshop participants:

Play

Recreation

Babysitting

“Nothing”

(i.e., the term trivializes our value—both

content and staff expertise)




Differences?

There are three:

1. They call it a “class”

2. “Taught” by a “teacher” or “instructor”

3. Costs $225 for a 14-week session




What Does “Program” Mean?

A radio or television show (passive)

A thin book or a piece of paper that gives

an audience information about a

performance or event

Computer-related: A series of coded

instructions/operations to control the

functions of an electronic device

"Nothing”




Differences?

There are three:

1. They call them “classes”

2. “Taught” by a “teacher,” “instructor,”

“faculty,” or “professor”

3. Charge tuition




Instead of “Programming”

Classes and events.

Our instructors teach classes.

Our instructors develop class content.

Our instructors develop the curriculum

for our classes and events.

What Does “Reference” Mean?

A statement about a person's qualifications,

character, and dependability.

A person who is in a position to recommend

another or to vouch for his or her fitness, as for a

job.

An act of referring.

A mention of an occurrence or situation.

A note in a publication referring the reader to

another passage or source.

What Does “Research” Mean?

Inquire into.

Attempt to find out in a systematically and

scientific manner ("The student researched the

history of that word").

A systematic investigation to establish facts.

A search for knowledge.




What About “Information”?

Passive

Directional

Ubiquitous

(Say instead: Education, research,

instruction)

Generic to Evian

Circulation – Customer service, borrowing, loan

Entertainment/Recreation – Fun, engaging,

enticing, captivating, enrichment, enjoyment, fiction

(fiction DVDs)

Information literacy – Expert research skills

Juvenile – Children’s

Patrons – Students of all ages, students for life,

[learners], customers, guests, users/visitors




Strategic Titles (I’d love to work in a library so I could read

books all day!)

If I tell you I’m an instructor . . .

If I say I’m a librarian . . .

Trenton Opens Last Un-LibraryJuly 30, 2012

The Un-libraries are run out of the

Recreation Department

Operated by volunteers

People write down their phone number and

addresses in notebooks

Library Journal, By Meredith Schwartz bit.ly/1JU5lRB

http://lj.libraryjournal.com/author/mschwartz/




Self-Explanatory Titles

Librarian/Library Associate – Instructor &

Research Specialist; Research Specialist &

Instructor; Instructor; educator; teacher

Circulation Clerk – Customer Service Specialist

Programmer – Instructor; facilitator; educator;

teacher

Director, City/County Librarian – President &

CEO, President, CEO

“teacher”

Experts in their fields

Private schools

Colleges/Universities

What does

“Programs & Services” mean?

“Performance of duties helpful to others.”




Programs & Services → Curriculum

All the courses of study offered by an

educational institution.

The group of subjects studied.

Any plan of activities.

Transformative experiences that take

place in and outside of school.

How We View Ourselves




Phrases to Eliminate

We must remain relevant.

Our future is uncertain.

Nobody values our jobs.

No one knows what we do.

People think the public library has no

value.

The library’s relevance is shrinking.

Do we have five years to live?

We might be extinct in 20 years.

Optimism and Confidence

We deliver high-

quality public

education for all . . .

We design and

deliver a world-class

curriculum . . .

Education – Focus on Results

Education

Economic Advancement

Quality of Life




Montie L. Manning, Library DirectorAlexandria-Monroe Public Library (IN) Aug. 2014

. . . a County Council member spoke

about the importance of education. It

didn’t take long for others to show

their support for education.

Before I knew it, our request passed

unanimously. I was simply stunned

by the power of the ‘E’ word . . .

‘Education.’ ”

Vicky Stever, CoordinatorOkaloosa County Public Library Cooperative, July 2015

I applied Libraries = Education at a County Commission budget hearing. My speech included:

“The Library Cooperative is a major component of Okaloosa’s strong education system of schools, colleges and libraries.”

“Libraries provide self-directed education, research assistance and instruction, and informative and enlightening experiences. Those public education opportunities advance our economy and quality of life for our citizens.”

“We provide educational experiences through classes, workshops and events for all ages.”

“We partner with your K-12 district to ensure students have tools for success, and use your tax dollars for maximum impact.”

Vicky Stever

“After my speech, each of the 5 commissioners spoke

up in support of the value of libraries. Not a single

negative word or challenge was spoken.

That’s a first for me in the 3 years I’ve

been addressing the commission. We will

receive the requested increase.”




Delane James, Buckham Memorial Library Director (MN),

Chair of the Public Library Division of the Minnesota Lib.

Assn. February 2014

“Applying the vision’s

words and attitudes

resulted in our receiving

budget increases when

every other library in our

area continued to see

dramatic funding cuts.”

Cecilia Ann Marlow, Library Director,

Cromaine Library, Hartland, MI June 23, 2010

“When I met with the editor of the

Daily Press, I used self-directed

education, research

specialists, and classes led by

esteemed and qualified

instructors. He responded very

positively.”

Diane S. Adkins, Director

Pittsylvania County Public

Library System (VA)

May 25, 2012

“I now use ‘classes’ instead of storytimes.

Smart Beginnings has become very interested

in our work. I doubt that we would have been

heard if we had stayed in our little storytime

corner.”




“Thank you” Notes

Thank you for your tremendous support of ________________.

public education for all.




Key Components

A+ branches

A+ liaisons

A+ Advisory Committee

Library cards through school registration

K field trips to the library

A+ Assignment Alerts

A+ Curriculum

A+ Signature Events & Academic Competitions




bit.ly/BOB_2015_HCLS

Mission – Public Library

We deliver high-quality public

education for all.




“A 21st-century library

model, worthy of study

and consideration by

every library in America,

if not the world.”

"2013 Gale/LJ Library of the Year: Howard County Library System, MD,” by John N. Berry, Library Journal, June 15, 2013, p. 33.

ABC-CLIO2013

On Amazon.com




6 words or fewer

Thank you!

Questions?

Valerie J. Gross

President & CEO

Howard County Library System

Administrative Branch

9411 Frederick Road

Ellicott City, MD 21042

410.313.7750

[email protected]

Copyright © 2015 by Valerie J. Gross

HCLibrary.orgTransformingOurImage.org