libraries from townhall to washington, dc a presentation from stephanie vance, the advocacy guru
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Libraries from Townhall to Washington, DC
A Presentation from Stephanie Vance, the Advocacy Guru
Topics
What is Advocacy? Why Advocate? Building Your Local Advocacy Plan
What is “Advocacy”?
When in doubt, turn to Wikipedia“Advocacy is the pursuit of influencing outcomes — including public-policy and resource allocation decisions within political, economic, and social systems and institutions — that directly affect people’s current lives. (Cohen, 2001)”
Why is This Important?How Government Policies Affect YOUR Life
Activity Government ImpactWake up to the Radio FCC Regulation of
SpectrumHave a Cup of Coffee Trade Tariffs on Coffee
BeansDrive to Work Government Building of
RoadsCheck E-mail Government Regulation of
Telephony Services
How Government Policies Affect YOUR Life (Continued)
Activity Government ImpactRestroom Break Local Combined Sewer
Overflow RegulationsPick up Kids at Daycare Local Business Licensing
RegulationsStop at Grocery Store – pick up salad fixings
Government Agriculture Regulations
Go to Sleep Government Regulation of Dreams (Kidding!)
Most important impact?
There are at least three ways that effective advocacy can help you get more funds for school libraries
1. Direct request to elected officials at ALL levels (local, state and federal)
2. Assistance with your grant requests3. (Most important) Being at the table
Your Role
Are you thinking: “but, I’m not allowed to advocate – this can’t apply to me”?
Well, stop!
Five Steps for Building a Winning Plan
Developing your goal Expressing your goal Identifying your audience Building coalitions Five critical message delivery techniques
Where to Start: Defining the Goal
What do you want?– Building repairs– New resources for
students– Computers, staff, etc.– Other?
Expressing that Goal– Specific request– Specific timeframe– Focus on benefits
Plan of Action: Audience
The chain of command
• How can you achieve your goal?
• Who makes the decisions?• Is there more than one
avenue?
Plan of Action: Audience
Once you’ve figured out the chain of command, you’ll know who your audience is. Now you need to figure out:
•What (or who) influences them?•How did they get into office?•What jurisdiction do they serve?•What are their personal interests?•Personal relationship to school libraries
How? Try Google!
Coalition / Network Building: Process
Where do we find coalitions?– Brainstorm based on issue – who might benefit?
Political considerations– Are their groups we don’t want to partner with?
Identify coalition member strengths– Message– Contacts– Advocates
Coalition member tasks: Being specific is critical Timeline for coordination (weekly, monthly,
quarterly meetings?)
Five Critical Delivery Techniques
Site Visits / District Meetings Participating in Hearings Pushing Out Through Meetings, Letters and Phone Calls Utilizing the Media Web 2.0
Site Visits / District Meetings: Process
Decide who to invite– Don’t Forget Staff– Potential Pitfalls
Decide what to show them: You’ll be surprised at what interested them
The invitation process Who should attend on your end (“real”
people) Logistics, logistics, logistics Recording the event
Hearings: Process
What are the opportunities? Who can / should speak? Who is relevant? What do we know about the audience? What would we say (in 5 minutes or less) How would we follow-up? Let’s practice!
Pushing Out Through Meetings, Letters and Phone Calls
Meetings When is a
meeting necessary?
Who should deliver the message?
How to arrange What will happen
in the meeting? How to follow-up
Phone Calls Prepping the
advocates Pros and cons of
scripts Always ask for a
response!
Written Communications• Call to action• Personal story• Relevancy• Keep it brief
Message Delivery: Media Options
Press releases Press conferences LTEs / Op Eds Editorial Boards Columns Events Local radio / TV
Media Events: Process
What’s the hook?– Connections to outside events / already newsworthy
items What’s the venue?
– Print?, TV?, Radio?, Internet? Develop the message
– Hint: personal and thoughtful works here as well Who will deliver the message best?
– When to use public officials Following up
Web 2.0 Outreach
Virtual Townhalls and Meetings Using Linked-In for Research on Your
Legislators Facebook, Twitter and Other New Tools
– Connect with other advocates– Connect with your elected officials– Use these resources for effective networking
The Five Minute Action Plan
What specific actions will you take in the next six months to advocate for school library programs?
Go Forth and Advocate!
Take the Advocacy Pledge
Contact Information
1640 19th Street NWSecond Floor
Washington, DC 20009 (202) 234-1353
www.advocacyguru.comVance@advocacyguru.com
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