Laura K. Lee Dellinger Jennifer Gilstrap Hearn Nikki Schardin
Understand what advocacy is and why it is important and who can advocate Understand when to employ advocacy strategies instead of public relations or marketing approaches Understand basics of framing theory and how it influences decision making How to ask the right questions in preparation for your advocacy efforts How to identify audiences and pathways to influence them Understand basic forms of persuasive proof/support Apply the learnings above to specific problems
Learning Objectives Overview of the Workshop Morning: Lecture Advocacy as Inquiry and Argument Afternoon: Breakout Sessions Identifying the Answers and Framing Arguments Definition: Communication Practical and necessary art Four elements: speaker, listener, message and occasion. Definite and specialized attempt to persuade Ultimate purpose of all communication is audience response. Definitions: Communication Practices Public Relations: building mutually beneficial relationships over the long term
Marketing: causing transactions to occur that satisfy human needs/wants in exchange for something of value.
Advocacy: advancing a cause or proposal using argument to do so What is advocacy? Supporting a cause or proposal Using argument to do so
Focus of Library Advocacy Turn passive support of libraries and librarians into educated action by stakeholders. Text originates from ALA Advocacy, A Framework for Planning for Future Activities. Prepared by Nancy Kranich.
Who can be an advocate? YOU Your staff Your board Your community partners Friends Why should you be an advocate? Ambassador for the library (both locally and globally) Reinforcing other communication efforts Reinforcing community/customer experiences If the people closest to the cause dont do it, why should anyone else? Knowledgeable about the library and its needs and benefits Influential community stewards
How to Ask the right questions Build a strong argument Reach out to the audience
Advocacy as Inquiry: Asking the right questions
What is the problem and WHY is it a problem? What is our solution? What do we want? Who can give us what we want? Why should they do so? (Benefit to them, alignment w/ values, etc.) What do THEY need to know in order to take the action we want? Who is the best person to tell them our story? How can we get them to listen to that person(s)?
Problem/Solution What is the problem? What is the cause? How do we want to solve it? How is our solution going to address the broader needs (community values = constituency values)?
What do we want? Community action or involvement Funding Public policy change Build political and public will Create new library advocates
Who can give us what we want? Who needs to be engaged and take action to achieve goals? Identify their needs, interests, values and level of engagement Identify their channels of communication, trusted advisors, and willingness to act Who can give us what we want? Administrators Legislators City or County elected officials Voters Community leadership Customers Others? Why should they take action? Benefit to them/their constituents Alignment with their values Alignment with constituency values (remember: customers = constituents) Who is the best person to tell our story? Chosen based on the needs of the audience Most direct pathways Most impacted parties Aligned with their values
What do they need to know to take the action we want? Go back to the why? Then explain how our plan: Benefits them/their constituents Aligns with their values Aligns with constituency values (remember: customers = constituents)
Framing Theory The manner in which we process new information is related to our deeply held worldviews and assumptions the way in which the world is imagined determines at any particular moment what men will do. (Walter Lippmann, Public Opinion, 1921) Framing Theory How we process information People are not blank slates We use mental shortcuts to make sense of the world Incoming information provides cues that connect to the picture/stories in our heads Once these pictures/stories are evoked, we stop processing
Framing Theory So, why ARE all TV nannies British? Framing Theory How we process information Pictures connect with certain enduring, deeply held cultural values Freedom, privacy, opportunity, etc. Images, stories and values constitute the frames we associate with specific issues What do they need to know to take the action we want? Speak in the language of the listener. Connect to existing frames. What? (problem) So what? (why and how solution remedies/pros + cons) Now what? (take the action) Round 2: If not, THEN what? (reinforce harm of inaction + benefit of action)
Make a strong argument
Having one vs. making one Systematic establishment of chain of reasoning in support of ones position. Burden of Proof is yours: cant assume people will make the linkage between what you have to offer and what they care about, you have to make that link for them. Must have blended proof: reason + emotion, evidence of satisfaction of the audiences needs
The 4 Ps
Passion Purpose People Persuasion
Passion
Personal credibility and commitment
Ethos: character, competence and goodwill
Advancing the cause for the purpose of
benefiting others, not just the self
Purpose
Establish a new situation or change an existing state of being Fact (that something is real/true) Value (that something is of utility and deserving of support) Policy (that a choice should be made in support of a proposal)
People Primary Audience: who can make the choice for which we are advocating Secondary Audience: who influences the primary audience and who can help us advance our case Persuasion What type of support can you offer?
Getting your argument heard or How can we get them to listen? Direct Connections/Outreach Meetings & one-on-one Roundtables/Forums/Town Halls Hearings Letters /e-mail Fact Sheets & Frequently Asked Questions Media (as Channel and Influencer) Letters to the Editor/Opinion Editorials Editorial Board Visits News and Features Library as media
Break for Lunch
Whats required for effective advocacy? Passion Purpose Persuasion People
Break-Out Sessions 1. Define the problem and your solution (Frame the issue) :30 minutes
2. Refine your audience :30 minutes Identify their needs, interests, values and level of engagement Identify their channels of communication, trusted advisors, and willingness to act
3. Create Your Message (Your argument) :30 minutes What, Now what, So what . . . Then what? Build your message using balanced forms of proof/support
4. Identify the best messengers :20 minutes
5. Determine your approach : 15 minutes
6. Report Out
Break-Out Sessions
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