management of media services

MANAGEMENT OF MEDIA SERVICES

Elizabeth R. Peralejo

EMC Coordinator

Ateneo de Manila HS

DEFINITION OF TERMS

Audiovisual or non-print materials - those that do not depend on the printed words to convey meaning.

These include :– graphics (pictures, charts, graphs, and

maps) – 3-dimensionals (diorama, realia, puppets,

models) – sound recordings (cassette tapes,

phonorecords, compact discs) – projected materials (films, filmstrips, slides,

transparencies, videotapes, microforms)

DEFINITION OF TERMS

Mass media - means of communication that are simultaneously given to and received by a big number of people (i.e. newspapers, radio, television, and the movies).

Computer files – are the computer programs and data files encoded on various types of carriers (e.g. magnetic/ optical disks, cartridges, cassettes, reels).

* All the materials mentioned can be considered

instructional or educational media, but not

necessarily the other way around.

DEFINITION OF TERMS

Electronic resources - are materials consisting of data and/or computer programs encoded for reading and manipulation by a computer through the use of a peripheral device directly connected to the computer (e.g. CD-ROM drive) or remotely via a network (e.g. Internet).

This category includes software applications (e.g. Moodle, Prezi), electronic text (e.g. e-books, e-zines), online databases (e.g.EBSCO Host, ProQuest) and the Web.

DEFINITION OF TERMS

Digital resources - are those resources in machine-readable format accessible by means of computers.

- The digital content may be locally held

(i.e. from a digital camera and burned into VCDs or DVDs – such as digital photos and videos) or accessed remotely (i.e. via computer networks – such as Powerpoint presentations).

Digitized resources – are the analog formats (e.g.pictures, audio/video cassettes) that have been converted into digital formats (e.g.

photo, CD, DVD).

“Libraries are rapidly accepting the doctrine for which we have contended for many years, that what we call books have no exclusive rights in a library. The ‘library’ has lost its etymologic meaning and means not a collection of books, but the central agency for disseminating information, innocent recreation, or, best of all, inspiration among the people. Whenever this can be done better, more quickly, or cheaply by a picture than a book, the picture is entitled to a place on the shelves and in the catalog.”

(Melvil Dewey, 1906)

COMPETENCIES OF A MEDIA LIBRARIAN

What is or how does one become a media librarian? - A media librarian is a person who is educated,

knowledgeable and can work with all formats of information transfer in the context of a library.

- One who is educated in educational technology, instructional communications, instructional design, or audiovisual education, and work in a library situation is a media librarian.

(John Ellison, library professor, State University of New York),

Axioms :“You can’t manage what you do not know.”

or“You can’t teach what you do not have a

knowledge of.”


A. Management Functions

• Determine goals and objectives of media services

• Determine overall policies• Establish policies for maintenance of materials,

equipment, and facilities• Confer with library director regarding

operations, programs, and budgets• Schedule use of facilities• Develop an administrative manual



• Develop job descriptions• Assign duties and responsibilities• Prepare work schedules• Supervise staff• Evaluate work of staff• Develop a plan for the advancement of staff• Conduct in-service training for staff• Terminate staff



• Develop written criteria for evaluating & weeding materials and equipment

• Conduct evaluation of facilities, equipment, materials, and services by the users

• Prepare the media services bulletin board, newsletter, or webpage

• Prepare promotional materials• Plan operation and maintenance services• Schedule inventory of materials and equipment



• Plan arrangement of space and furniture• Plan and develop other service units within the

department• Compile, tabulate, and analyze data for reports• Prepare annual report• Administer tours and orientation programs


B. Design Functions

• Design new instructional materials• Instruct others on the design of materials• Design publicity materials (print, non-print or

digital)• Formulate a systematic procedure when

producing materials


C. Production Functions

• Assist in the production of programs and materials

• Duplicate materials• Record or document meetings, speeches,

programs or performances• Photograph activities• Process and print photographs• Administer audio/video productions


D. Instructional Functions

• Conduct in-service workshop on use of materials/equipment

• Plan a program of library/media instruction• Guide reference and research work for small or

large group• Orient users to new materials/equipment/

facilities• Instruct others in the production of materials


E. Maintenance Functions

• Inspect materials/equipment for damage• Maintain equipment• Purge collection to eliminate unused and out-

of-date materials• Repair materials• Supervise a storage and care program for

materials/equipment


F. Evaluation, Selection, and Acquisition Functions

• Search catalogs and shelflist for ordering and duplication of materials

• Read evaluative reviews on materials/equipment

• Preview, select and/or evaluate materials• Evaluate, select, acquire equipment• Assign accession or inventory numbers


G. Organization Functions

• Provide property ownership and labels on all materials/equipment

• Establish cataloging and classification policies and procedures

• Catalog and classify materials according to established policies and procedures

• Decide on storage and display of materials/ equipment

• File invoice orders and notices


H. Utilization Functions

• Set up and/or operate equipment• Locate requested materials for rent• Give instruction on the use of equipment• Demonstrate effective utilization of

materials/equipment


I. Dissemination Functions

• Establish policies for distribution of materials/equipment

• Schedule use of materials/equipment• Deliver and collect materials/equipment• Maintain distribution files and records

MEDIA SERVICES

A. Audiovisual Materials Library

1. Current Awareness

2. Selection and acquisition of instructional media

3. Organization of resources

4. Lending of AV materials

5. Reference service

MEDIA SERVICES

B. Classroom Instructional Technology Support

1. Ordering and installing multimedia equipment

2. Lending of equipment

3. Use of viewing rooms

MEDIA SERVICES

C. Instructional Media Production

1. Sound recording and editing

2. Dubbing and transferring of materials

3. Graphic production/reproduction

4. Podcasting

MEDIA SERVICES

D. Special Events Support

1. Lending and setting-up of equipment

2. Photo and video documentation

3. Putting up exhibits

MEDIA SERVICES

E. Training and Consultation

1. Individual and small-group training

2. Consultation

BEST PRACTICES

“Any media center is the product of its environment. For this reason, no two media centers are organized exactly the same way.”

(William Schmid,1985)

- Environment refers to : clients, management, staff, facilities, resources.

- All of these influences establish boundariesfor growth. A realistic view of the environment will help determine what organizational options are possible.

BEST PRACTICES

A. Clients - these are the people who use the media center (e.g. students,

instructors, administrators and employees).

- are basically concerned about convenient, reliable service.

- Human nature indicates we all patronize services which are easiest to use.

BEST PRACTICES

B. Management

- Administrators usually have no background in instructional/educational technology.

- The media center librarian must continually inform administrators regarding the

advantages and disadvantages of instructional media, and document the positive cost-effective contribution of their operations.

BEST PRACTICES

C. Staff

- Personnel considerations are two-dimensional : number of staff and staff talent.

- Most people fall into the easy trap of defining media capability in terms of equipment, facilities, and budget. But without talented staff, none of these can be fully maximized.

- You can conduct your own in-service program among staff on topics that can be beneficial for all ; these can be conducted by one of the staff speaking on a topic he/she has an expertise on.

BEST PRACTICES

D. Facilities

- There is a direct relationship between good facilities and the media center’s ability to meet demands.

- A major challenge is to make administrators aware of the unique architectural requirements in a media center which influence service capability, namely : electrical, air conditioning, acoustical, work-flow relationships.

BEST PRACTICES

D. Facilities

- Desirable characteristics for facilities :

1. It should be located to provide easy access and encourage frequent use.

2. The arrangement should support usage.

3. Working areas should be shielded from service areas.

4. Facilities are available for use during and after school hours.

BEST PRACTICES

E. Resources

- relevant collection of non-print materials

- electronic and digital resources : CD-ROMs,

computer software, digital photos and videos of

school activities

- AV/multimedia equipment : OHPs, CD/DVD players, laptop computers, LCD projectors

- audio recording and video editing machines :

high end/high speed desk top computers with necessary software (Pinnacle Studio 9 for video

editing, Audacity for sound recording, Nero for

disc burning)

- accessories such as flash drives, external hard drives,

digital card reader

BEST PRACTICES

F. Management Tips :

1. Develop accountability. – Well-planned lines of accountability must exist for management

to quickly isolate problems or acknowledge accomplishments.

- There must be an exact definition of

responsibilities for 2 reasons :

a. to ensure each job is done quickly and

efficiently;

b. to ensure that staff members know the

range of their responsibilities.

BEST PRACTICES


2. Guarantee consistency. – Achieving consistent service is difficult when considering the number of variables at work : fluctuations in budget, productivity of personnel, operating costs, service volume.

- A good media librarian must plan ahead and project the correct mix of variables to ensure consistent service.

BEST PRACTICES


3. Do not overcommit. – Overcommitment starts out as a one-time exception to usual policies to help a client in dire need.

Axioms :

“The exception quickly becomes the rule.”

“You can’t please all the people all the time,

and some people you can’t please at all.”

- Overcommitment, in the long run, becomes more of a disservice to clients because of an inability to deliver services on a dependable basis.

BEST PRACTICES


4. Make time for special requests – ‘special requests’ are within the capability of the center, whereas ‘exceptions’ require extra-ordinary measures beyond normal procedures for completion.

- Positive client feedback is not usually given for satisfactory delivery of expected services but for completion of special, out-of-the-ordinary requests.

BEST PRACTICES


5. Standardize operational procedures. – means

establishing the simplest set of procedures to accomplish a specific task with the least expenditure of personnel time, equipment, and material.

- mistakes and confusion quickly convert to increased personnel time and wastage of

valuable resources.

BEST PRACTICES

F. Management Tips

- Ways of standardizing procedures :

Group similar requests for processing. Use assembly-line techniques. Design service forms that are easy to

use. Keep alternatives to a minimum. Use compatible equipment.

CONCLUSION

We operate in an environment in which the proliferation of information resources is endemic, and technological change occurs so rapidly, thus the constant need for upgrading.

If administrators do not give the necessary support, it is not about you, it is not just public relations, it is all about building relationships and connecting agenda :

- effective curriculum implementation by the faculty

- improved instructions and services by the librarians

- more users in the library media center

- satisfied parents and other stakeholders

Song from Winnie the Pooh (Milne, 1956)

“ How can you get very far,

if you don’t know who you are? [competencies]

How can you do what you ought,

if you don’t know what you’ve got? [ resources]

And if you don’t know which to do, [services]

of all the things in front of you

Then what you’ll have when you are through,

is just a mess without a clue.

Of all the best that can come true,

is when you know WHAT, and WHICH, and WHO.”

Thank you!

management of media services

Education