An OPL Shows How to Survive a Recession

Penny Sympson, OPL at Wiss, Janney, Elstner Associates, Inc., Northbrook, Illinois, was mentioned in “Saving Special Libraries in a Recession: Business Strategies for Survival and Success,” a Contributed Paper at the 2009 Special Libraries Association Annual Conference. The paper was written by five graduate students and a professor in the College of Information Studies, University of Maryland, College Park.

There is a summary of a survey of special libraries and four case studies: a long one on KMPG’s National Tax Library, and shorter ones Wiss Janney, the Environmental Protection Agency, and Apple Computer. It concludes with lessons learned: Market Yourself Aggressively, Know Your Audience, Be a Part of the Organization, and Prepare Metrics and Justifications.

This is a good article that all librarians should read—and implement its suggestions. Way to go, Penny!

URL: http://www.sla.org/pdfs/sla2009/SavingSL.pdf

Promote the Nexus

Peter Persic, Public Relations and Marketing Director, Los Angeles (California) Public Library, presented this marketing/advocacy idea at the annual conference of the American Library Association.

Libraries are known for Information. This need is also filled by Google.
Libraries are known for Reading. This need is also filled by Barnes & Noble.
Libraries are known as Cultural Centers. This need is also filled by museums.
Libraries are know as Community Centers. This need is also filled by Starbucks.

However, the library "is uniquely positioned at the nexus of all four needs." So he encouraged listeners to "promote the nexus."

As reported by Kathy Dempsey [Libraries Are Essential/editor MLS: Marketing Library Services] on The “M” Word: Marketing Libraries, 20 July 2009, http://themwordblog.blogspot.com/2009/07/im-finally-getting-back-to-blogging.html

Lessons for Corporate Libraries--and Others

“When the Internet as a popular research tool began affecting the lives of librarians and information professionals and their clients, accountability for contributing to the mission (i.e., bottom line) of one’s parent organization—whether a for-profit or not-for-profit—became the most critical driver behind the survival of corporate libraries.”

Thus begins a great article by special library gurus Toby Pearlstein (retired from Bain & Co., Inc., Boston, Massachusetts) and James Matarazzo (retired Dean, Graduate School of Library and Information Science, Simmons College, Boston). They outline the ways corporate librarians can—and, in fact, must—make their value known to the decision-makers in their organizations.

What happens to an organization when the library is closed? The authors answer this with the case study of the “Caveat Publishing Co.” The librarian had not seen the signs of a change in the wind and it was too late to make a case for keeping the library open. Senior management had hired consultants to make cost-cutting recommendations. “Since they were never asked for any data from the library manager,” the decisions didn’t take into account how or if the library was used. They conclude that if the decision to close the library is made by top management, “resistance is futile.” The head librarian had 4 months to train the staff to meet their information needs with the resources on their desktops. However, ‘is it reasonable to expect that they [the writers] can do the job of a researcher as well?” (I see a double meaning for “as well:” in addition to their own jobs and as well as the librarian did.) The answer is unknown, but probably not. “In similar publishing environments where the library has been cut, one writer noted that he never heard anyone say it was a good thing….”

Pearlstein and Matarazzo conclude, “Perhaps there was a disconnect between the library and the divisional heads or their bosses at Caveat that made it easier or at least less controversial for them to drastically reduce library services.” The moral? Know what’s going on in your organization, make sure top management knows the value your library brings to the organization’s bottom line, and act proactively. As networking guru Harvey McKay says (in the title of one of his books, which you should read, by the way)—Dig Your Well Before You’re Thirsty—because if you wait until the axe falls, it’s too late.

Read, understand, internalize, and implement the message in this article—before it’s too late for you!

Citation:
Pearlstein, Toby and James Matarazzo, Survival Lessons for Librarians: Corporate Libraries—A Soft Analysis and a Warning, Searcher 17(6):12-17,52, June 2009, available for US$2.95 at http://www.infotoday.com/searcher/jun09/index.shtml

How to Influence Decision-Makers

In a post on his blog, Stephen’s Lighthouse, Stephen Abram quotes the following from an article in Business Week.

“1. Every decision that affects our lives will be made by the person who has the power to make that decision, not the ‘right’ person or the ‘smartest’ person or the ‘best’ person. Make peace with this fact…
2. When presenting ideas to decision-makers, realize that it is your responsibility to sell, not their responsibility to buy…
3. Focus on contribution to the larger good—not just the achievement of your objectives…
4. Strive to win the big battles. Don’t waste your energy and psychological capital on trivial points…
5. Present a realistic ‘cost-benefit’ analysis of your ideas—don’t just sell benefits…
6. ‘Challenge up’ on issues involving ethics or integrity—never remain silent on ethics violations…
7. Realize that powerful people are just as human as you are. Don’t say, ‘I am amazed that someone at this level…’…
8. Treat decision-makers with the same courtesy that you would treat customers—don’t be disrespectful…
9. Support the final decision of the organization. Don’t tell direct reports, ‘They made me tell you.’…
10. Make a positive difference—don’t just try to ‘win’ or ‘be right’…
11. Focus on the future—let go of the past…”

URLs:
Abram post: http://stephenslighthouse.sirsidynix.com/archives/2009/06/managing_influe.html
Original article: Goldsmith, Marshall, Effectively Influencing Decision-Makers: These eleven rules about how you can influence decision-makers to adopt your ideas will benefit your career—and the organization you work for, Business Week, 19 June 2009,
http://www.businessweek.com/managing/content/jun2009/ca20090619_923770.htm

Things to Think About in These Bad Economic Times

The 15 June issue of Library Journal (v. 134, no. 11) has two columns that you should read.

Be Selfish, Promote Service, The Transparent Library, by Michael Casey and Michael Stephens, p. 23
In these times of diminishing resources, it is more important than ever to provide excellent customer service. “Anyone can shine when money and time are in abundance. It takes a positive and progressive individual to stand out when things are difficult.” The Michaels have some excellent ideas that bear reading—and implementing.

Libraries & the Inspiration Business, Backtalk, by Brian Mathews, p. 38
“With federal, state, and county budgets drying up as record numbers of users flock to libraries, now is an excellent time for introspection about our profession. What exactly is our line of work?” “One of the great things about our profession is that we have the chance each day to make a positive impact on our community. Don’t miss out on your opportunity to inspires someone today.”

What I've Read Lately...and So Should You

Here are a few articles that I think you should be reading. Most are from a great issue of Information Outlook (Special Libraries Association’s magazine) on the future of the profession.

Oder, Norman, MLS: Hire Ground? Library Journal 134(10):44-46, 1 June 2009. Discusses how economics and new technology may lead to fewer degreed librarians being hired and used by libraries. “Consultant Joan Frye Williams tells libraries not to put their most skilled people at the desk requiring the most interaction with the public. ‘We need to separate intake, which does not require a master’s, from execution, which does,’ she says.” But can non-professionals do an adequate reference interview?

Frey, Thomas, Rethinking the Post-Recession Specialty Library, Information Outlook 13(4):15-19, June 2009.
“…libraries will begin to experiment with a version of the digital library I’ve termed ‘the electronic outpost.’ Electronic outposts will evolve over time around the core services most relevant to a particular user group. Here are some examples of new library functions: search command centers, podcast studios, vidcast studios, virtual world stations, gamer stations, mini-theaters, cyber cafes.” Only one of these—the first—is a typical library function of today.

Huffman, Karen, Deborah Hunt, Nerida Hart, and Daniel Lee, Adding Value, Going Global, and Serving Smaller Clients, Information Outlook 134(10):27-31, June 2009.
Four SLA members were asked “to share their views on (a) the most significant developments that will affect the industry and profession and (b) how SLA can best help them and their colleagues prepare for the future.” Hart (Land and Water Australia).“I believe libraries, as we now know them, will not exist; the need for information professionals, however, will grow. They will be co-located with their clients and work side by side with them on projects to obtain better outcomes for their parent organization.” (This is how she works—her organization has no library.) “We need to educate information professionals not to expect to be located in a physical library but to think outside what has been done in the past.”

Abram, Stephen, Blogging as a Special Librarian, Information Outlook 134(10):47-48, June 2009.
Advice for newbies to blogging. “We should all be communicating regularly with our users, colleagues, patrons, markets and just plain folks. Invest part of yourself and your personality in your blog. If you’re real and authentic, people will be attracted to your advice.”

Schacter, Debbie, Adjusting to Changes in User and Client Expectations, Information Outlook 134(10):55-57, June 2009.
“Will the world be without information professionals in the future? I doubt it. Will the nature of the work or our interactions with our customers be different? Undoubtedly.”

Latham, John, Reaching Those Who Search (and Fail) on Their Own, Information Outlook 134(10):59, June 2009.
“Even if you provide excellent service, it will only be apparent to those within your organization who have benefited from it. You have to get the word out to those within your organization who have not used your services—and especially to senior management.” An Outsell survey shows that the search failure of most information workers is nearly 40 percent.

Note: Is it my imagination or are there a lot more articles in Information Outlook from people outside the library world?—regular columns excepted. While it’s good to hear from others, why aren’t there more articles by SLA members? Aren’t we submitting them?

BOOK REVIEW: You Don't Look Like a Librarian!

Ruth Kneale is one of our profession’s premier observers of professional image both in our minds and the minds of our customers. In her book, You Don’t Look Like a Librarian: Shattering Stereotypes and Creating Positive New Images in the Internet Age, she gathers many of her observations as well as the result of several surveys she has conducted.

The first chapter, “Stereotypes? What Stereotypes?” lists many of the public perceptions of librarians. You know, and older woman with her hair in a bun, glasses, and sensible shoes, or a gay man with a bow tie—both stamping books and saying shhh a lot. There are also many reactions by librarians to these images. The second chapter looks at “Pop Culture and Librarians” and highlights some of the depictions of librarians in books, comics, movies, music, television, advertising, merchandise, etc. Although very interesting, most of us have seen all this before. (I did, however, order a bunch of the books about libarians from my local public library.)

Chapter three, “Breaking the Stereotype,” describes 14 librarians who defy the standard idea of a librarian: Stephen Abram, Amy Buckland, Laura Carscaddon, Andrew Evans, Abigail Goben, Amy Hale-Janeke, Jill Hurst-Wahl, Jill Jarrell, J. Parker Ladwig, Jenny Levine, Joseph Murphy, Joshua Neff, Kathleen Robertson, and Shannon Smith. There are also bits about (and links to) groups of image-breaking librarians: Bellydancing Librarians, Butt Kicking Librarians, Librarians on Facebook, the Laughing Librarian, Librarian Avengers, Library Society of the World, Library Underground, the Lipstick Librarian, Radical Librarians. the Warrior Librarian, and a group I never thought I’d join (but I just did)—Modified Librarians (librarians with tattoos). This is fascinating stuff, and I had a great time following all the links, but it still is not the best part of the book.

That comes in the last chapter, “Thoughts on the Future.” Here she looks into the ways in which the roles of librarians are changing and the changes in our skill sets that will be needed. She also covers the role of librarians in virtual worlds and the evolution of the library into a community space. In the section “Now What?” Kneale writes, “To combat the stereotypes, we need to step up what we’re already doing. This, though, is just the first step. What else can we do to change the stereotype? Most importantly: Don’t be afraid of change. Don’t be afraid of technology. Don’t be afraid if you role changes to become more collaborative with your patrons (come out from behind the desk?). Don’t be afraid of your IT department…. Don’t be afraid to try something technologically new or to play with a new tool; you never know what you might find and how it might benefit you. Embrace new learning. Accept new modes of interaction. Lastly, start using social networking tools….”

The last words in the book may be the most important. “If you take one message away from all of this, above all, be ‘loud and proud’ about being a librarian, whether you have the word ‘librarian’ in your job title or not. Speak up! Step out! Stay out there, or get out there, to educate, inform, and assist!”

The book has two appendices with the results of her various surveys on librarians’ view of public perception in the Internet Age and patrons’ views. There are lists of references and websites by chapter and an index.

Bottom line: You should read this book and take its message to heart. If we don’t change, we’ll become irrelevant and disappear altogether. Great job, Ruth!

Kneale is an astronomy librarian in Tucson, Arizona and describes herself as “a librarian in geek clothing.” Check out her column “Spectacles: How Pop Culture Views Librarians” in MLS: Marketing Library Services, her website (http://www.librarian-image.net) and blog, Random Musings from the Desert (http://desertlibrarian.blogspot.com).

Bibliographic Information:
Kneale, Ruth, You Don’t Look Like a Librarian: Shattering Stereotypes and Creating Positive New Images in the Internet Age, Medford, NJ: Information Today, Inc., 2009, ISBN 978-1-57387-366-6, US$29.50.

TEN WAYS YOUR PUBLIC LIBRARY CAN SAVE YOU MONEY

Here is a great way to publicize the benefits of a public library. It's from the UK, but you can adapt it for your own situation. If you're not in a public library, why not create something similar?

There's also a link to an Excel spreadsheet from a local UK library that lets you compare the cost of borrowing to the cost of buying information materials.

URLs:
10 ways: http://www.mla.gov.uk/news/press/releases/2009/Money%20saving%20tips
spreadsheet: http://www.norfolk.gov.uk/consumption/groups/public/documents/general_resources/NCC062825.xls

And a great promotion line.........Your public library isn't free--it's prepaid by your taxes, so use it!

Positioning SLA for the Future: Alignment Initiative Results and Recommendations

There is an interesting presentation of a report on the Special Libraries Association's plans for positioning itself and the profession for the future. It was presented 13 January 2009, SLA Winter Meeting in Savannah, Georgia. Here is its introduction:

For almost 100 years, SLA has served as the leading association representing special librarians and information specialists around the world. As SLA prepares for its second century of service, it does so amid sweeping technological changes that are not only reshaping the information industry, but redefining the role that the Association and the profession will play in the future.

The need to generate a sharper focus on the perceived value of the Association and the profession is even more pressing as SLA prepares for its centennial in 2009. This significant milestone provides a unique opportunity to establish a shared vision for the future and the role of information professionals in it.

To respond effectively, SLA has embarked on a thorough examination to bring clarity and unity to the core identity and values of the Association and the profession. We are working with a multidisciplinary team of research and communication professionals, led by the international communication firm, Fleishman-Hillard, and supported by futurist Andy Hines of Social Technologies and the information analytics firm, Outsell Inc.

This alignment project will not only help refine our current positioning in the marketplace, but provide a framework for discussing the inherent value in the profession and the Association in a clear, compelling and cohesive voice.

URL: http://www.sla.org/pdfs/FH_PositioningSLA0113090-Notes.pdf

LET THEM KNOW WHAT YOU DO

This is a wonderful article by Lori Tarpinian [Mintz, Levin, Cohn, Ferris, Glovsky and Popeo, PC, Boston, Massachusetts] in the December 2009 issue of AALL Spectrum (13(3):22-24). The tagline is: “Show management that reference librarians don’t just ‘look things up,’ and technical services librarians don’t just ‘put cards in books.’” Read it to find out great ways to inform your bosses just how much value you add to your organization.

URL: http://aallnet.org/products/pub_sp0812/pub_sp0812_Let.pdf

POST ARTICLES BY YOUR CUSTOMERS

This idea comes courtesy of a post by Christine Baker [POH Regional Medical Center, Pontiac, MI, USA] on MEDLIB-L.

Post the first page of recently published articles by your customers in the library. You could even frame them. After a stated length of time (or when you run out of room), you can give the framed page to the author. You could even get the author to write a short note about how the library helped him or her with research (maybe on a sticky note).

This would 1) build traffic (i.e., get people into the library), 2) make nice to your customers, and 3) publicize how the library helps people do their work.

I saw something along these lines at the Cleveland Clinic Alumni Library (I think)--articles and books by Clinic researchers in a display case outside the library.

THE LATEST FROM STEPHEN ABRAM

There have been a few people that didn’t like this article, but I think it’s great. “Evolution to Revolution to Chaos? Reference in Transition, Searcher 16(8), September 2008.

He writes, “In 2008 we are seeing the real action in our world of libraries move form the back office to the front desk. We’re moving from a technology-centric strategy to one in which the real needs of our clients must predominate. Aligning technology with user behavior no longer suffices to ensure success. We need to understand, and understand deeply, the role of the library in our end-users’ lives, work, research, and play. This is critical to our long-term success, and failure is not an option.” [emphasis mine]

He supplies 14 possible scenarios for the future of reference. They are enough to get a person thinking—which is what he intended. I especially like #14—“all of the above.”

URL: http://www.infotoday.com/searcher/sep08/Abram.shtml

PHYSICIANS AND LIBRARIANS SHARE THE "INTERNET" PROBLEM

There's a good article in the current issue of C&RL News (v. 69, #7, July/August 2008). In The Issues Facing Librarians and Physicians: Facilitating Quality Research in the Internet Age, Mary Francis [Dakota State University, Madison, South Dakota, USA] notes the common proglems that the two professions face.

She "heard a doctor comment on how his patients were turning to the Internet to conduct research on their health. My thought, 'Welcome to my world.' As a reference and instruction librarian, I have
continually been faced with students who use the Internet as the end all and be all of their research. I spend time during each instructional session I teach to note how the Internet will not provide the same quality material as that found within the academic journals indexed in the library’s databases. Physicians face a similar problem when patients find poor-quality health information online.

To the suggestion "that doctors provide their patients with a list of Web sites they would recommend as containing quality material," she comments, "Fortunately, this list has already been compiled by the Medical Library Association." It's a shame that haven't gotten the message to more MDs that we've already done much of their work for them. We have to do better!

URL:http://www.ala.org/ala/acrl/acrlpubs/crlnews/backissues2008/july_aug08/qualityresearch.cfm

CHANGING MINDS

I just found ChangingMinds.org, an interesting site with lots of links that you might be able to user. Categories include: disciplines (such as sale, negotiation), techniques (assertiveness, body language, etc.), explanations (behaviors, beliefs, culture, and more), theories and principles.

URL: http://changingminds.org

USING GOVERNMENT MONEY TO RECRUIT NEW LIBRARIANS--WORTH THE MONEY?

There’s a very interesting article in the most recent issue of the MLA newsletter about the US Government’s funding of various projects to recruit more people into librarianship. As part of the Laura Bush 21^st Century Librarians Program, the Institute of Museum and Library Services has handed out over seven million dollars in grants to various library schools. I can’t help but wonder if this will help.

The University of Illinois, Syracuse University, and University of Pittsburgh have received nearly a million dollars “to increase the diversity of and access to LIS course offerings.” The University of North Carolina at Chapel Hill was awarded over a million dollars; first “to study the career patterns of LIS graduates” (only in North Carolina) and then “to recruit 2 cohorts of medical students into a new dual-degree master’s program” (LIS at UNC and a medical degree from Duke University). Johns Hopkins University and seven other academic medical libraries are collaborating “to increase the number of underrepresented minorities entering the health information professions.” The University of Arizona recruited “48 Native American and Hispanic students to a master’s LIS program as part of its Knowledge River Initiative” and “to help [24 Native American and Hispanic high school students] develop valuable abilities such as leadership, professional contribution and community service…[and] opportunities to interact with library leaders.” Simmons College has received money “to establish a unique doctoral program in management leadership…to prepare 15 full-time posts for LIS students working to move into senior leadership.” The American Library Association’s Office for Diversity was given money “to double the number of underrepresented master’s in library science students from 105 to 210 in its Spectrum Initiative program.” Vanderbilt University had 15 students in a “model internship program.” Texas A&M University received money “to pilot a recruitment and teaching model to recruit 10 diverse undergraduate students into health sciences librarianship.”

So, there’s money for minorities, for studying the careers of librarians, a new doctoral program, and even for high schoolers. But, does any of this actually add to the profession? Are we creating new librarian for positions that don’t exist (because the boomers aren’t retiring because of the poor economy)? Will these new librarians make a difference? Will the pre-librarians actually enter the profession—and find jobs—and make a difference?

What are we getting for our money? Is this the right way to go about adding to and improving the profession? What do you think?

Citation: Shoevel, Evelyn, Recruitment of Librarians for the 21^st Century: An Institute of Museum and Library Services Initiative, MLA News (405):15-16, May 2008.

SELLING POINT FOR PUBLIC LIBRARIES

In these trying economic times, public libraries need all the help they can get. Alice Sneary of OCLC has posted a great way to promote a public library on It's All Good, OCLC's blog.

"I know all too well the whole 'the library is free' mentality is a double-edged sword--it's free but it must be funded adequately."

[Actually, the public library isn't free--it's prepaid with tax dollars. Judy]

"But I was thinking that the economic downturn could be just the thing for libraries to use as a springboard to make their case to the American [and any other] public:
1. We are a vital city service--as important as electricity or clean water. [I'm not too sure about this one.]
2. Use us in good times and in bad.
3. We welcome all the people of the community here for technology access.
4. Hope lives here, at the library--hope for improvement.

"When all the headlines you see are about closing doors and belt-tightening, we can stand out from all the bad news; our doors are open, we are the place to come for education, entertainment, information--basically, we are the place!"

URL: http://scanblog.blogspot.com/2008/04/economic-downturn-could-be-uplifting.html

GREAT NEW BOOK FOR PATIENTS AND THEIR FAMILIES

Jari Holland Buck has turned personal tragedy into a positive for everyone. Her husband was taken to the hospital with acute pancreatitis. He wound up having crisis after crisis, including heart attacks and strokes, and was hospitalized for over seven months in four different hospitals. If Buck had not been at his side 24/7 and been his advocate, he probably wouldn’t have survived—but he did, though not in great shape.

Buck has written a book about their ordeal and it is wonderful! Hospital Stay Handbook: A Guide to Becoming a Patient Advocate for Your Loved Ones (Woodbury, MN: Llewellyn Worldwide, 2008, ISBN 978-0-7387-1224-6, US$17.95) is just that—a guide. It starts with forewords from the primary physician, the patient, and the wife. Then she makes 14 recommendations: take care of yourself, choose your hospital with awareness, pick the days of your stay carefully, take legal steps to ensure the patient’s wishes are honored, read and use the patient advocacy statement, assume your loved one can hear everything so speak in the positive, educate yourself, ask about every medication, understand every procedure used or denied, keeps track of all supplies and services, arrange for 24/7 coverage, pray, surrender, and (again) take care of yourself. Each recommendation comes with checklists and/or appropriate forms to fill out. There are a few essays at the end for more depth and a list of resources (mostly on the Web) and an index.

There are two other wonderful things about this book: it mentions the hospital library at least twice as a great source of information (even if she does think every hospital has a library) and the extremely reasonable price of US$17.95.

If you have anyone in the hospital or think you might, you should read (and/or buy) this book. It will help you and your loved one survive.

URL: http://www.hospitalstayhandbook.com (a great site with additional resources)

ACTUAL ROI FOR A PUBLIC LIBRARY

In a response to a rant for closing the Gainesville Florida libraries, a citizen calculated his (or her) actual return on investment.
Annual cost from my property taxes for the library: $70
Annual cost of magazines I’m able to read from the library: $312
Annual rental cost of videos I’m able to borrow from the library: $208
Annual cost of books I’m able to borrow from the library: $1440
Annual cost of audiobooks I’m able to download from the library website: $2600
Total annual savings so far: $4490
[ROI: 64:1]
Having a Librarian locate a research study my husband was able to join which saved his life? Priceless

URL: http://www.gainesvillesun.com/article/20080303/OPINION03/803030303, comment from “registrationsucks”

SAN FRANCISCO PUBLIC LIBRARY’S RETURN ON INVESTMENT NUMBERS

The Friends of the SF Public Library released a study showing that the library returns $3.34 for every $1.00 spent. The study was conducted by Berk and Associates. This relatively modest ROI is quite credible. For more information, see the press release.

URL: http://www.friendsandfoundation.org/press_release.cfm?id=41

HOW MUCH IS YOUR LIBRARY WORTH TO YOU?

Here are the URLs for two versions of a calculator of the library value to an individual. They are designed for public libraries, but you certainly could develop one for any other kind of library.

URL: State Library of Florida, United States, http://www.levy.lib.fl.us/rooms/documents/
worth.htm

Rockingham Community College, Wentworth, North Carolina, United States, http://www.rockinghamcc.edu/MR/
Library_Use_Value_Calculator.htm




Thanks to by Michael Stephens [Dominican University, River Forest, Illinois, United States] for posting this on his blog, Tame the Web (http://tametheweb.com/2008/02/05/how-much-is-your-library-worth-to-you/)