Going
Beyond PR—Library Advocacy Begins With You!
AASL’s Five Step
Planning Model: Start with a Goal.
1. Determine
your objectives.
2. Determine
your target groups.
3. Determine
your strategies.
4. Determine
your communication tools.
5. Evaluate.
Sample Marketing Action Plan
AASL Model
GOAL: Library patrons in our school will use the
SIRS databases that are available to them.
Objective
#1: Teachers will use the SIRS databases for
information and for instructional assignments.
Target Groups: Teachers
at High Achievement High School
Strategies:
What? Train teachers in the use of SIRS
Where? Library computer lab
When? Inservice day, January, 2002
Who? Library media specialist
How? A two-hour, hands-on workshop for teachers
Communication Tools: To publicize the workshop:
campus email, flyers; during the workshop: brief opening PowerPoint presentation explaining what SIRS is, demonstration
of SIRS product, handouts
Evaluation: Brief
evaluation will be completed by teachers at the end of the workshop. Usage of SIRS will be monitored to determine
if usage level of those teachers trained increases.
Objective
#2:
Students will use the SIRS databases for information and for instructional
assignments.
Target Groups: Science classes
at High Achievement High School
Strategies:
What? Introduce students to SIRS as related to research assignments for
earth science, biology, chemistry, anatomy and physics.
Where? Library computer lab
When? January to May, 2002
Who? Library media specialist
How? Through collaborative planning with science teachers, each class
will spend one class session training, hands-on, on the SIRS databases as they
need to do research for science assignments
Communication Tools: To plan with the science teachers: campus email, scheduling calendar, joint planning forms; during
instruction of students: brief opening
PowerPoint presentation explaining what SIRS is, demonstration of SIRS product,
guided search using sample science topic, handouts
Evaluation:
Bibliographies for research assignments will be assessed by the library
media specialist to determine the number of citations from SIRS. Usage of SIRS will be observed to determine
if usage level of those students trained increases.
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Sample Advocacy Action Plan
AASL Model
GOAL: K-12 educators are aware of the importance of
strong library media programs in today’s schools.
Objective#
1: Principals currently working in schools will
gain a better awareness of the potential contribution that the school library
media program and school library media specialist make toward curriculum,
instruction, and academic achievement.
Target Groups: Principals
in Virginia—elementary, middle, and high school (VASSP, VAESP, VASCD)
Strategies:
What? Disseminate key information from recent research studies on the
impact of school libraries and school librarians on academic achievement.
Where? Target group conferences and publications
When? 2001-2002
Who? Key VEMA members/presenters
How? By making presentations at the organizations’ conferences and by
submitting articles for publication in their newsletters and journals.
Communication Tools: For conferences: Internet
and email to find information about the conferences and submit proposals; PowerPoint presentations for sessions,
handouts
For
publications: Internet and email to
find information about publications and to correspond with editors; word
processing and email to submit articles
Evaluation: Evaluation
tool will be developed for conference presentations: Pretest and posttest—which of these activities might you expect
to find in your school library media center?
Publications will include contact information for author. Follow-up contact from readers will be one
evaluative measure.
Objective
#2: Students enrolled in educational
leadership/principal preparation programs at colleges and universities will
gain a better awareness of the potential contribution that the school library
media program and school library media specialist make toward curriculum,
instruction, and academic achievement.
Strategies:
What? Disseminate key information from recent research studies on the
impact of school libraries and school librarians on academic achievement.
Where? Site locations for educational leadership
classes, on-campus and off-campus
When? 2001-2002
Who? Audrey Church
How? By making presentations to these classes
Communication Tools: PowerPoint presentation; handouts
Evaluation: Discussion
at opening of class will focus on perceptions of role of school libraries and
school librarians in the instructional process; brief written survey will be
conducted at the end of the presentation to determine if perceptions have
changed.
NOTE: It is hoped that this model can be
duplicated at other colleges and universities in Virginia that offer
educational leadership/principal preparation programs.
Objective
#3: Teachers currently working in schools will
gain a better awareness of the potential contribution that the school library
media program and school library media specialist make toward curriculum,
instruction, and academic achievement.
Target Groups: Teachers
in Virginia, through professional organizations
Strategies:
What? Disseminate key information from recent research studies on the
impact of school libraries and school librarians on academic achievement and
the collaborative instructional role of the school library media specialist.
Where? Target group conferences and publications
(VSRA, VATE, etc.)
When? 2001-2002
Who? Key VEMA members/presenters
How? By making presentations at the organizations’ conferences and by
submitting articles for publication in their newsletters and journals.
Communication Tools: For conferences: Internet
and email to find information about the conferences and submit proposals; PowerPoint presentations for sessions, handouts
For
publications: Internet and email to
find information about publications and to correspond with editors; word
processing and email to submit articles
Evaluation: Evaluation
tool will be developed for conference presentations: Pretest and posttest—which of these activities might you expect
to find in your school library media center?
Publications will include contact information for
author. Follow-up contact from readers
will be one evaluative measure.
Objective
#4: Students currently enrolled in
teacher-preparation programs will gain a better awareness of the potential
contribution that the school library media program and school library media
specialist make toward curriculum, instruction, and academic achievement.
Target Groups: Students
in teacher-preparation program at Longwood College
Strategies:
What? Disseminate key information from recent research studies on the
impact of school libraries and school librarians on academic achievement and
the collaborative instructional role of the school library media specialist.
Where? Site locations for teacher-preparation
classes, on campus and off campus
When? 2001-2002
Who? Audrey Church
How? By making presentations to these classes
Communication Tools: PowerPoint presentation; handouts
Evaluation: Discussion at opening of class will
focus on perceptions of role of school libraries and school librarians in the
instructional process; brief written survey will be conducted at the end of the
presentation to determine if perceptions have changed.
NOTE: It is hoped that this model can be
duplicated at other colleges and universities in Virginia that have
teacher-preparation programs.
Audrey P. Church
Coordinator, School Library
Media Program
Longwood College, Farmville,
VA
President, Virginia
Educational Media Association