oclc online computer library center 1 creating library advocacy messages

OCLC Online Computer Library Center

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Creating Library Advocacy Messages


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Session Purpose

This session is about developing advocacy messages to communicate with

the people in your community who can help you achieve your library advocacy

goal.


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In this session, you will:

Session Agenda

1. Learn the elements that are needed to develop strong advocacy library messages.

2. Learn how to tailor messages for target audiences.

3. Practice developing advocacy messages.


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What is a Message?

A message is anything that you purposefully write, say, or show on a

specific topic to a specific target audience.


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Why are Messages Important to Advocacy?

Effective messages provide people outside of the library with a clear

understanding of how the library can benefit the community and a way for them to help you achieve your library

advocacy goal.


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What is an Advocacy Message?

An advocacy message is your opportunity to persuade your target

audience to take action on behalf of your library.


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What is a Core Message?

A core message is the message you want your target audience to remember above everything else, what you want your audience to do, why they should

care.


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Using the Supporting Messages

The supporting messages share library information, data, and stories that are

relevant to your specific audiences or that will address specific misconceptions or

barriers your audiences may have about the public library.


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Six Advocacy Message Questions

1. What is the community need that your library advocacy goal seeks to fill?

2. How will life be better in your community if you reach your advocacy goal?

3. Why should your audience take action to help?

4. What actions can your target audience take to reach your advocacy goal?

5. Are there relevant statistics or examples that would help persuade your audience to act?

6. If your audience has a misperception about the library and its services, what supporting statistics or examples would help correct it?


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Advocacy Goal and Target Audience

Advocacy GoalIncrease local funding for the library by

two percent

Target Audience City council member with authority over

funding decisions that affect libraries


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Question 1

What is the community need that the library advocacy goal seeks to address?

Q:

A: Unemployment is high in the community, and our fellow citizens lack the digital skills and access to online information that can help them secure employment.


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Question 2

A:With increased funding, the library will be able to offer more services that help the community. For example, in addition to training, libraries provide access to computers and the Internet that helps people search and apply for jobs, continue their education, and learn new skills and information to help them become more prepared for employment. When our community members are well-educated and employed, they can all contribute to strengthening our community and its economy.

How will life be better in the community if we reach the advocacy goal? Q:


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Question 3

Why should our target audience take action to help? Q:

A: Right now, the library lacks the resources to keep up with demand and provide visitors with up-to-date technology and support from trained library staff.


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Question 4

What actions can our target audience take to help us reach the library advocacy goal?

Q:

A: The council member can vote to increase library funding for the next fiscal year.


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Question 5

Are there relevant statistics or examples that would help persuade our audience to act?

Q:

A: Last year, in one local community, 50 people participated in training classes at the public library to learn how to search the Internet for jobs and apply online. We have heard back from several community members who found jobs after taking the class and using job search resources at the library.


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Question 6

If your audience has a misperception about the library and its services, what supporting statistics or examples would help correct it?

Q:

A: In the last year, there has been a 50 percent increase in the number of citizens who came to the library seeking access to computers and the Internet, as well as training to aid them in job searches. There is always a waiting list for visitors to use the computers and Internet. The last time we were able to add new computers or upgrade our current computers was six years ago.


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Building Your Advocacy Message: The Core Message

The local public library offers important services and programs that are helping address

community unemployment. You can help by supporting an increase in the library budget to

make sure the library can provide more computers and training services to meet

community demand and help our citizens find employment.


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The Supporting Messages1. The library offers valuable resources to the community,

including helping people search and apply for jobs, continue their education, and learn new skills and access information that can help them become more prepared for employment, but we do not have enough funding to meet the demand for these services.

2. By helping people find jobs, we are improving people’s lives and helping them contribute to the economic prosperity of our community. Last year, 50 people joined library training classes to learn how to search for jobs online. We’ve heard back from several community members who found jobs after taking a class and using job search resources at the library.

3. Library visits have increased by 50% in the last year and there is always a waiting list for visitors to use the computers and Internet connections. We need computers to meet the demand. The last time we were able to add new computers or upgrade our current computers was six years ago.


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Tailoring Your Message—Primary

Core MessageThe local public library offers important

services and programs that are expanding educational opportunities in the community.

You can help by supporting an increase in the library budget to make sure the library can

provide more computers and training services to help students of all ages.


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1. The library offers valuable resources to help visitors of all ages improve their education—whether it is access to computers and information to help students complete homework and research projects, the opportunity to pursue continuing education courses online, or education and arts programs. However, we don’t have enough funding to meet the demand for these services.

2. By helping students improve their education, we are opening up a world of new opportunities. Last year, the library offered five arts and education programs for the community. The library also saw a 20 percent increase in the number of students coming to the library to complete homework and a 15 percent increase in the number of adults taking online coursework.

3. Library visits have increased by 50% in the last year and there is always a waiting list for visitors to use the computers and Internet connections. We need more computers to meet the demand. The last time we were able to add new computers or upgrade our current computers was six years ago.

Tailoring Your Message—Primary


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Tailoring Your Message—Secondary

Core MessageThe local public library offers important

services and programs that are helping address community unemployment. You can help by

writing your council member and urging them to increase the library budget to make sure the

library can provide more computers and training services to meet community demand

and help our citizens find employment.


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1. The library offers valuable resources to the community, including helping people search and apply for jobs, continue their education, and learn new skills and access information that can help them become more prepared for employment, but we do not have enough funding to meet the demand for these services.

2. The services available through libraries—such as job training and access to online education—help to build a strong workforce, help your existing employees acquire new skills, and ensure that the community as a whole is more prosperous.

3. Library visits have increased by 50% in the last year and there is always a waiting list for visitors to use the computers and Internet connections. We need computers to meet the demand. The last time we were able to add new computers or upgrade our current computers was six years ago.

Tailoring Your Message—Secondary


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Advocacy Action Plan Workbook


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Activity: Answering the Six Advocacy Message Questions


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Activity: Writing Your Library Advocacy Messages


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ClosingReviewing our agenda:

Review the elements that are needed to develop strong advocacy library messages.

Learn how to tailor messages for target audiences.

Practice developing advocacy messages.


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Please fill out your Session Feedback Form.

Evaluation

oclc online computer library center 1 creating library advocacy messages

Documents

library advocacy messages

library advocacy goal

library information

public library

target audience advocacy

advocacy message questions

online information

specific target audience