session goals defining communication, awareness raising and advocacy for libraries learning to...
TRANSCRIPT
Session Goals
• Defining communication, awareness raising and advocacy for libraries
• Learning to develop advocacy goal for solving your library’s problem / perception problem
• Learning to distinguish between target audiences and partnerships
What we mean by:
• Communication = skills of communication and presentation (interpersonal and public)
• Awareness Raising = content & techniques for general audiences
• Advocacy = content & techniques for decision maker audiences
Why Libraries?
• Libraries are potential engine for social and economic change
• Public libraries are trusted local organization with access to information, that can power economic opportunities and community development
• Libraries are important local assets that can provide access to information and technology to everyone, free of charge
Why all this? Why Libraries?
Kaspars Rūklis "Opinion Leaders:
Process
Activities
• Outreach
• Awareness Raising
• Public Relations
• Media Relations
Example: Library Image
Activities
• Marketing
• Branding
• Advocacy
Example: Love Both Ways
What is Advocacy Goal?
• Advocacy Goal is the specific action a library wants people to take to help solve a problem the library faces.
Developing Advocacy Goal
• Problem / Challenge
• Solution
• Advocacy Goal
Example
Problem Libraries do not have computers for public use and slow internet connection speed
Solution Public internet access established as core service; funding for new computers, software and internet speed update is allocated
Advocacy Goal To have local municipality establish internet access in libraries as a core service and allocate continued funding for new hardware, software and internet speed updates X schillings per year
Exercise
• Develop advocacy goal for your project, based on your project outcomes
• Present the goal to the audience
• ARG presents their plan
What is Target Audience?
• Target Audience (for advocacy) refers to a person or group of people that can help bring about the changes to policies, funding, or partnerships that a public library needs to meets its advocacy goal.
Target Audience for Advocacy
• Decision makers, such as a mayor or member of the City Council
and • People, who can influence the decision
makers
What is a Partnership?
• Library partnerships are relationships that provide mutual benefit for both the library and the partner.
Image from Latvia Advocacy Training Presentation
Existing and New Partners
• Who are your existing partners?
• Who are the individuals and organizations you have never approached to discuss library partnership but who you think would be interesting partners?
Exercise
• Determining target audiences and partners
• Presenting them and dividing them up (well-poor informed, positive-not so positive attitude towards the library)
Session Goals
• Determining the connection and ties between Impact Assessment Data and Advocacy
• Finding ways to use this data in real advocacy efforts
StepsCommunity
needs Government
policiesICT tools and
resources
Innovative service
Social and economic
change
Partners
Advocacy activities ….
more funding for libraries
Impact / outcome
assessment
Source: Monika Elbert, EIFL
Libraries and Communities
From telling WHAT libraries provide, to proving HOW libraries change the lives of individuals
and the community
Source: Monika Elbert, EIFL
Inputs - Inputs - something something
that is put in that is put in to achieve to achieve
resultresult
e.g. number of staff, computers
Inputs - Inputs - something something
that is put in that is put in to achieve to achieve
resultresult
e.g. number of staff, computers
Activities –Activities –number of number of
tasks which tasks which must be must be
completed to completed to achieve resultachieve result
e.g. training, events, services
installed
Activities –Activities –number of number of
tasks which tasks which must be must be
completed to completed to achieve resultachieve result
e.g. training, events, services
installed
Outputs - Outputs - immediate immediate countable countable result of a result of a activitiesactivities
e.g. number of sessions
organized, number of
people trained
Outputs - Outputs - immediate immediate countable countable result of a result of a activitiesactivities
e.g. number of sessions
organized, number of
people trained
Impact, or Impact, or changes changes resulting resulting from the from the activityactivity
e.g. increased income,
improved employment prospects,
better health or crops..
Impact, or Impact, or changes changes resulting resulting from the from the activityactivity
e.g. increased income,
improved employment prospects,
better health or crops..
OUTCOME MAPOUTCOME MAP
What to Measure?
Source: Monika Elbert, EIFL
Example - EIYE
Inputs – Inputs – 15 PCs, 3 15 PCs, 3 printers, etcprinters, etc
Inputs – Inputs – 15 PCs, 3 15 PCs, 3 printers, etcprinters, etc
Activities – Activities – training training courses, courses, setting up a setting up a databasedatabase
Activities – Activities – training training courses, courses, setting up a setting up a databasedatabase
Outputs –Outputs –300 youth 300 youth trained as trained as
trainers; up to trainers; up to 700 trained700 trained
Outputs –Outputs –300 youth 300 youth trained as trained as
trainers; up to trainers; up to 700 trained700 trained
Outcomes – Outcomes – ?? ??
XX found XX found jobs? x% jobs? x%
reduction in reduction in loitering loitering and drug and drug taking?taking?
Outcomes – Outcomes – ?? ??
XX found XX found jobs? x% jobs? x%
reduction in reduction in loitering loitering and drug and drug taking?taking?
Source: Monika Elbert, EIFL
Linking Impact and Advocacy
• Evidence of impact is more convincing to stakeholders than statistics alone
• Advocacy needs robust data and well documented stories in order to be credible and trustworthy
• Evidence of impact helps sustain momentum, funding, and political support, when well communicated (targeted advocacy)
Source: Monika Elbert, EIFL
Example: Advocacy + Impact
Group Discussion
• How did you find out your community needs?
• What data (if any) was collected?
• What impact should be measured and for whom is this data intented?
Session Goals
• Identify survey data to be used for library awareness raising, communication and advocacy
• Identify “soft” data, like success stories, to be used for library awareness raising, communication and advocacy
• Review the findings of EIFL’s Library Perception Study and think of potential uses of the data
Library Data
By understanding what your target audience thinks and feels
you can determine the best way to approach and connect with your target audiences to encourage their involvement for support of
libraries
Data
• Quantitative data = numbers
• Qualitative data =stories
Data
• Statistics • Surveys • Interviews, focus groups • Analysis of documents, reports, media stories • Case studies
– In the form of text, photos, film, audio, etc.
Example: Hans Rosling
Perception Study – Ghana
• Over 70% of people interviewed perceive public libraries as spaces for books and study rather than as dynamic institutions focused on community development needs.
Perception Study – Ghana
• There is agreement that two of the major challenges facing public libraries are lack of funding and technology. This agreement, coupled with positive feeling toward public libraries, presents fertile ground for advocacy for support to modernize public libraries, to expand and diversify public library services, and to secure their future sustainability.
Perception Study – Ghana
• A typical user is likely to be a young single male from a middle class background aged between 16 and 30. 72% of users are men. 95% are aged between 16 and 30. 80% are students. Only 28% of library users are women.
Perception Study – Ghana
• Library technology services and librarians’ skills to provide them are limited. – Only 10% of users are using computers or the Internet in
public libraries in Ghana. – Just under 60% of libraries have computers, but these
are mainly for the operations of the library and not for – users. Only 24% of libraries surveyed have computers for
users. – A significant number of librarians (37%) feel they do not
have sufficient technology skills to offer ICT-related services and computer training.
Perception Study – Ghana
• Library technology services and librarians’ skills to provide them are limited.
• There is wide recognition that public libraries can provide services ranging from culture to community development.
• Libraries need more funding.
Example: Never Say Never
Exercise
• Choose one outcome from your project (outcome maps)
• Discuss with your project team what data can you use for communication and in advocacy
• Put one data piece on a separate small sheet of paper
• Afterwards present it to the whole group and determine target audiences for each
Session Goals
•Identify the connections between library data and advocacy content
•Get tips for crafting messages and putting together library stories
What is Key Advocacy Message?
• Key Advocacy Message is a strong, effective message that can provide people outside of the library with a clear understanding of the library’s advocacy goal and a way to help the library reach that goal.
Message
Message is a core statement that explains in a nutshell:
•Your problem •Your goal
•Why your audience should care •What your audience can do to help
Effective Messages
Image from EIFL Message Toolkit
Exercise
• Work in small groups
• Discuss your target audience and three possible messages to be used in advocacy
• Present messages to the whole group
Library Stories
• Library factual story
• Library narrative story
Images from Latvia Advocacy Training Presentation
Library Stories
• Library inspirational story
• Integrated library story
Images from Latvia Advocacy Training Presentation
Example: Empowering Story
Exercise
• Work on including messages into stories
• Keep your target audience in mind
Session Goals
•Working with different kinds of media: traditional, self-edited, social
•Determining which channels are best for what purposes
Traditional – Broadcast – Social Media
Traditional Media
• Radio
• Television
• Online
Social Media
• Social media describes the online tools that people use to share content, opinions, insights, experiences, and perspectives, and helps facilitate online conversations between groups of people.
Social Media Examples
Facebook is a popular social networking tool with more than 600 million users worldwide. On Facebook, it is important to keep comment fresh, interesting, and engaging to attract and keep fans.
Twitter is a “micro blog” that encourages posting frequent but brief (up to 140 characters) messages. Twitter is best used for sharing news and quick updates on our organization – you can shorten links to articles by using a site like bit.ly to more easily stay within the character limit.
YouTube is a great way to share videos that relate to your organization. By setting up a page on YouTube you can post and tag videos that are relevant to your audience.
Example: Social Media Handbook
What to Use for What?
Image from Pinnacle
Session Goals
• Media today and in the future
• Media outreach
• Do’s and Dont’s
Media Today and Tomorrow
Today In the FuturePress and media relations:
print mediaOnline communication
Online communication Press and media relations: online media
Face to face communication Social media
Press and media relations: online media
Face to face communication
Press and media relations: TV and radio
Press and media relations: print media
Media Outreach
• Raise awareness of library programs and services
• Highlight accomplishments• Tell your story your way and amplify your
message • Raise the profile of public libraries • Build credibility for the library • Build allies in the media
Do’s
• Do tell the truth – ALWAYS.
• Do be honest and accurate. Your credibility and reputation depend on it.
• Do admit it if you don’t know the answer to a question. Offer to get the answer, and do so as quickly as you can.
Do’s
• Do correct mistakes immediately. State that you didn’t give an adequate answer, and you would like to clear up the confusion.
• Do avoid using jargon. Speak in plain language.
• Do assume that everything you say is on the record.
Do’s
• Do be as open with the media as possible.
• Do call reporters if a story appears that is inaccurate. Politely point out what was wrong and substantiate it.
• Do keep a list of accomplishments. Update it frequently.
Do’s
• Do always return phone calls, or have someone return the calls, in time for reporters to meet deadlines.
• Do try to get the information reporters want even if it means an extra effort.
• Do have a sense of humor.
Media
Dont’s
• Don’t lie – EVER.
• Don’t say “ No Comment” – EVER.
• Don’t improvise, don’t speculate, and don’t guess. Good reporters check facts, if you are wrong, your credibility will be destroyed.
Dont’s
• Don’t try to put a comment “off the record” after you have said it.
• Don’t be unresponsive.
• Don’t make news until you have in hand the information to go with it.
Dont’s
• Don’t make an announcement and then later prepare a press release and fact sheets. If you have the material prepared for a press conference, you can spend your time after an announcement explaining it to the press.
• Don’t cover up. If you lie or cover up, you lose your credibility.
• Don’t avoid reporters’ phone calls.
Press Releases
• Be sure there is news
• Use facts, stories
• Use inverted pyramide style
• Write for your audience, do not use “bureaucratic” language
Inverted PyramidCATCHY HEADLINE
NEWESTINFORMATION
What? Where? When? Why? How?
SUPPORTING INFORMATION
BACGROUNDI N F O
OTHER
Interviews
• Be sure you know your message/s
• Prepare for the interview
• Make interview yours
Exercise
• Using your messages and stories, please, adjust them for use: – In a TV interview – In a radio interview – In an interview for a print publication – In an interview for online publication – In social media
Example: Self-Edited Media
Session Goals
• Tips on how to make your presentations a smashing success
• How to use your message in all kinds of presentations: in ones that are short and also in the ones that are, unfortunately, too long
Strong Presentation
• Preparation
• Introduction
• Content organization
• Conclusion Image: Everythingoncamera.com
Words, Body-Language
Body Voice
Posture Volume
Facial expressions Tone
Eye contact Clarity
Gestures Pace
Verbal and Nonverbal Communication
Example: Bergen Library
Twenty Powerful Words
• Now, Today, Immediately, Free, Save, Health, Safe, Proven, Discover, Learn, Know, Understand, You/Your, Protect, Create, Trust, Powerful, Help, Profit
Source: Stratch INRA Hooper
The Rule of Thirds
Image from: www.jakegarn.com
Images and Stories Behind Them
• A picture is worth a thousand words
• Taking and selecting dynamic pictures that tell your story
• Staging a picture in advance or taking a moment snap-shot
Infographics
Credentials • Bill & Melinda Gates Foundation Training
Program “Global Libraries Advocacy Training” materials, 2011
• Father’s Third Son (Latvia) Advocacy Curriculum for Latvia’s Public Libraries, 2011
• American Library Association’s “Library Advocate’s Handbook” , 2008
• Interactive Training Ltd material “Newsletters”, 2011
• Marguerite Sullivan. “A Responsible Press Office: An Insider’s Guide”, 2008