"Best Sellers" Campaign for Strong School Libraries

WELCOME

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A robust school library program encourages and sustains 21st Century learners. Schools that support the library program recognize that:

Students deserve equitable access to school library resources.
Library standards provide blueprints for strong school libraries.
Strong school libraries build strong students, who are life-long learners.

This tutorial provides a template for developing a vibrant public awareness campaign. It infuses non-librarian spokespersons or "Best Sellers" with the knowledge and tools to promote strong school libraries. This is a grassroots strategy designed to assist you in promoting your own local school and/or other libraries, using common messages and vocabulary, thus promoting strong school libraries for all students. Keep reading!

Strong school libraries don't happen overnight. They are built by teaching literacy skills, year after year. Vital programs are numerous and visible to the school community. Activities that enhance student learning are marketed in a variety of ways to multiple audiences.

A strong school library program is the cornerstone of a healthy school. School libraries require buy-in from administrators, programs based on state standards, enactment of state and national literacy standards, high visibility, and strong, committed advocates. This tutorial provides a blueprint for teacher librarians to develop "Best Sellers" for their own library program and for the profession.

Overview

Identifying and Inviting "Best Sellers"

Who do you know?
How do you invite? CLICK HERE for special THANK YOU NOTE and more!
Sharing the good news. Register your "Best Sellers" HERE.

Follow-up

NOTE: Many items on this tutorial are LINKED to other pages. If you are reading this online, gently move your mouse over the page to see LINKED items. If you are reading a printed version, be sure to also check online for links. For example, the "Thank-You" note for "Best Sellers" is available at: http://www.csla.net/bestsellers/BestSellersCampaignFlyer2009.pdf

Identifying "Best Sellers"

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Who are candidates for advocating for strong school libraries? Who do you already know who is a strong voice for students, reading, and libraries? Here are some questions to ask yourself.

Do you invite authors to visit your school? Or, are you on a local or CSLA committee that invites authors to speak about their books to students? Authors who know the key messages and can describe the elements of a strong school library can be powerful advocates as they visit schools, are interviewed by the media, or enhance their websites.
Who is your biggest or most vocal school library supporter? PTA President? A School Board member? A Site Council member? Local school leaders who know the key messages and can describe the elements of a strong school library can be powerful advocates as they speak before community groups, are interviewed by the media, or set their funding priorities.
Think creatively. Are any of your parents business or community leaders? Members of the Press or Director of a local public radio or TV station? Sports celebrities or managers of popular sports teams? Community leaders who know the key messages and can describe the elements of a strong school library can be powerful advocates as they build or promote their community as a good place to live and learn.
Know any students? They could be your strongest supporters! Students who know the key messages and can describe the elements of a strong school library can be the most powerful, creative, and energized advocates as they seek the skills and advantages to build their futures.
Know your stakeholders. See ALA toolkit.

Who do you know? Who would you like to know better? Who would be pleased and honored to advocate for strong students and lifelong learners? Who would NOT want to be invited? Enjoy!

Together, CSLA members and their "Best Sellers" will building public will for strong school libraries for students. A word on building "public will". There is an excellent article on "Building Public Will for Libraries" in The Library PR Handbook. Authors Eric Friedenwald-Fischman and Laura K.Lee Delinger define public will building:

connects people to an issue through their VALUES, rather than trying to change those values;
results in long-term attitudinal shifts that are manifested in individuals taking new actions that COLLECTIVELY create change;
is achieved when a sufficient number of thought leaders have galvanized around an issue to form a new set of fundamental community EXPECTATIONS.

About

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The California School Library Association is reviving a grassroots promotional campaign from a dozen years ago, which successfully gained state funding for California public school libraries. Library funding has been lost, along with most school funding. The time has come to revive the "Best Sellers" Campaign for Strong School Libraries, using today's communication tools and new research on the influence of libraries in student achievement.

History of the CSLA "Best Sellers" Campaign
During the CSLA Fall Conference in November 1995, CSLA President Bonnie O'Brian tapped Jackie Siminitus and Janet Kessler to co-chair a publicity campaign to raise awareness of the California Public School Library Protection Fund, a state income tax check-off (line55). The donation option required a minimum of $250,000 raised each year in order for the check-off to remain on the state tax form.

At the time, Janet had broken her arm and had not yet learned how to use e-mail! That was the early days of the Internet, before www and browsers.
Peter Milbury had started CSLA's listserv, CALIBK12, so Jackie decided to use that as a key way to communicate with members. Jackie posted a "contest" for the best name for the promotional campaign and received a long list of creative names from Bolsa Grande High School Librarian Richard Moore. He won the prize for "Best Sellers".

On March 15, 1996, CSLA and the San Mateo County Office of Education invited local press to the announcement of the "Best Sellers" campaign for Strong School Libraries. The announcement came two weeks after NetDay and a host of educational technology efforts related to teacher training. CSLA announced its program for two reasons:

Networked schools need site-based coordinators that could also teach students HOW to find and evaluate content -- conduct research -- as well as how to use computer equipment. The Teacher Librarian often fills this role, sometimes doing both the technology (keyboarding, wordprocessing, PowerPoint instruction) and the information literacy (academic) skills; sometimes doing it in partnership with a computer teacher.
One month from that day was April 15 -- tax day! We wanted to remind the public to check off a donation to the California Public School Library Protection Fund.

Press Release from the San Mateo County Office of Education

A press conference was held at Franklin Elementary School in Burlingame, California. San Mateo County Superintendent Dr. Floyd Gonella was key speaker, along with Assemblywoman Jackie Speier and CSLA President-Elect Susan Martimo Choi. The purpose was to raise public awareness about the California Public School Library Protection Fund, which requires a minimum of $250,000 from the state income tax check-off (line 55). Joining the group were Robert Beuthel, Superintendent of Burlingame Elementary School, Richard Caldera, Principal of Franklin Elementary School, and Susan Levy, Franklin School Librarian.

CSLA named eight "Best Sellers" to kick off the campaign:

Dr. Floyd Gonella, San Mateo County Superintendent of Schools
Jere Jacobs, President, Pacific Telesis Foundation
Assemblymenber Jackie Speier, 19th District
Marion McDowell, President, State School Board
Willie Brown, Mayor, City and County of San Francisco
Waldemar Bill Rojas, Superintendent of Schools, City and County of San Francisco
Diane Filippi, President, State Friends of the Library
Carol Ruley, President, California Congress of Parents, Teachers, and Students

Quote from Jackie Siminitus, Co-Chair of the California School Library Association "Best Seller" Campaign: "Our strategy is to invite influential non-librarians as spokespersons -- Best Sellers -- to the campaign, willing to advocate that strong school libraries are a key indicator of student success, regardless of a school community's socio-economic status."

What is a Strong School Library?

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Here are five questions you can ask in order to better understand if a school has a strong library program. Does the library have…

A full time, certified teacher librarian and a full-time paraprofessional working as a team. This allows the teacher librarian to collaborate with classroom teachers in co-designing instruction which incorporates information literacy into the curriculum. Measurement: The national average is one school librarian to 856 students. California’s average is one librarian to 5,240 students.
Lots of carefully selected books, databases, and other learning resources. Resources must reflect the school curriculum and the research and recreational reading needs of the students. Measurement: The national average is 22 books/student.
A program which provides instruction and activities for students to use the research process in finding the information they need. Research is a process, not an end product. It is the thinking process whereby students learn to access, evaluate, and use information to solve a teacher’s research project requirements. Measurement: The American Library Association (ALA) has created nine information literacy standards that are best taught when embedded in content-area standards-based units of study through collaboration between the site library media teacher and classroom teachers. Is your library media teacher routinely practicing collaborative teaching? California state content standards are infused with independent reading as well as information literacy. Is your library media teacher promoting reading for purpose as well as for pleasure?
Technology, including hardware, software, and networking that form a virtual library without walls linking students to the world of information, a cybrary that fully supports the school curriculum, 24/7. Measurement: Do all schools in the district have access to the same level of technology-based resources? How do your school library eResources compare with other school districts’ eResources?
Its doors open before, during and after school hours, with liberal circulation policies. This means access to the school library, its resources, and staff. Measurement: Compare the number of hours your elementary, middle and high school libraries are open. Compare your district to others.

These questions and more are on a "thank you" handout especially created for you to share with your "Best Sellers". You can share the URL or print it and personally deliver the 2-sided page. You could also enlarge the document and post it prominently in your library, where you can invite students and staff to sign up as "Best Sellers." It is your program! You and your school community together can build a strong school library. After all, a strong school library program is the cornerstone of a healthy school.

Inviting "Best Sellers"

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Simple. Invite high-profile individuals who you already know, who care passionately about students, reading, and libraries. You become their "key contact" and converse or communicate with them over time about the role of libraries and how they can best communicate the message. Here is a Thank You Flyer and sample invitation that you could modify as a follow-up to your initial conversation.

Here is an example of a local newspaper article, where the reporter called to get a quote from the local Assemblyman (who was already a "Best Seller"). The San Mateo Daily Journal article was "School Libraries Lacking". All the key points were covered: equity, standards, definition of a strong school library. Also focused on student readiness (or lack of it) for college.

The Message

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A key to any publicity campaign is staying on message and using common vocabulary. Here are key messages* and words to use when promoting the "Best Sellers" Campaign for Strong School Libraries:

Students deserve equitable access to school library resources.
Library Standards provide blueprints for strong school libraries.
Strong School Libraries Build Strong Students and Lifelong Learners.

The order and emphasis of key messages can change, depending on who you are speaking with. For example, a legislator might see "jobs" as his and the state's top priority. So, stress #3 as follows: Strong School Libraries Build Strong Students, Lifelong Learners, and a Strong Workforce for California. Students need strong research, reading, and 21st century skills (library standards for 21st Century learners).

Research and Other Resources:

California Department of Education website on library research. Equitable access. Strong school libraries & student academic achievement.
California School Libraries COUNT. Dr. Doug Achterman. Equitable access. Strong school libraries & student academic achievement.
School Libraries DO Make a Difference. Chart.
"Differences in Print Environment for Children in Beverly Hills, Compton, and Watts". Equitable access - books.
AASL Standards for 21st Century Learners. Library standards.
CSLA Standards and Guidelines for Strong School Libraries. Library standards.

Sharing the good news

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Once you have invited someone to become a "Best Seller" for strong school libraries, let us know!

Register your spokesperson so we have a record and can regularly support you as a "key contact" to your one or many "Best Sellers".

CSLA will cheer you on and answer any questions that are not addressed in this tutorial. As you progress through the year and years to come, keep a log or blog about the how you have worked together to promote strong school libraries and how they build strong students.

Best wishes.

Why strong school libraries?

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1. Improve student achievement*
2. Foster literacy and a love of reading
3. Produce a technologically savvy workforce
4. Nurture life-long learning
5. Create engaged citizens

*Research: See http://www.cde.ca.gov/ci/cr/lb/research.asp

"Best Sellers" Campaign for Strong School Libraries

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The California School Library Association (CSLA) "Best Sellers" Campaign for Strong School Libraries enlists Californians of all ages to communicate the message that strong school libraries build strong students, increase student achievement.

Q: What is the California School Library Association (CSLA) "Best Sellers" Campaign?
A: The California School Library Association's "Best Sellers" Campaign for Strong School Libraries is a public awareness campaign, using a dedicated group of non-librarians to advocate for strong school libraries because library programs increase student success, regardless of the economic status of a school's community.

Q: Why did CSLA start the "Best Seller's" Campaign?
A: The public school library has become an endangered species of the California education system. The demise of California's school libraries is occurring at a time when technological change and research on academic achievement have underscored their critical importance. After all, 21st century learners need 21st century information and communication skills.

Q: The key message is "Strong school libraries build strong students. Strong school libraries improve student achievement/success, regardless of a community's economic status." What is a strong school library?
A: A strong school library has five key components: Staffing, its collection of print and non-print resources, technology, access, and instruction.

Q: What is the goal of the CSLA "Best Sellers" Campaign?
A: The campaign seeks to strengthen California's school library programs. It urges upgrading of California school libraries because research shows healthy school library programs are key to student academic achievement/success regardless of a community's economic status. The campaign also seeks to define the key elements of a strong school library so school communities can assess for themselves if their students have access to the right level of library resources for their students. Students deserve equitable access to library resources. For all California school libraries to become or stay strong, there is a need for state standards, enforcement of the standards, and on-going visibility.

Q Who are "Best Sellers"?
A: “Best Sellers” are Californians of all ages who have a passionate concern for children, literacy, and libraries as a significant force for making a difference. "Best Sellers" can be local, regional, or state-level leaders, authors, celebrities, philanthropists, parents, students -- you get the idea.

Q What do "Best Sellers" do?
A: CSLA "Best Sellers" promote the message that STRONG school libraries build strong students and lifelong learners. They also define or describe what makes up a strong school library, since many people do not know much about today's school libraries and the role they can play in preparing 21st Century learners. "Best Sellers" simply use their existing position or communication skills to advocate for strong school libraries. For example, a children's author who regularly visits schools could include a library advocacy message on their website, inside their books, on promotional literature about their books and school visits, and speaking engagements. An actor or other well-known celebrity could promote the strong school library message on presonal websites, facebook pages, and send a series of "tweets" from time to time. An investment manager could share the message with investors who invest in social responsibility portfolios. You get the idea. Get the word out in all ways. Knowledge is power.

Q: What can I do to ensure strong libraries in my community?
A: Stay informed, keep your school district leadership and parents informed. Use CSLA’s checklist of key school library program components and measurements. Ask to review your district library plan. Promote them and keep your library programs visible.

Q: What else is CSLA doing to promote strong school libraries? Does it offer professional development for its members?
A: CSLA offers professional development for its members primarily through its annual conference, regional workshops, and free online tutorials. Professional development tutorials include: School Library Learning 2.0 and Discovering Assistive Technology. CSLA also offers Classroom Learning 2.0 for Teacher Librarians to offer to classroom colleagues in order to introduce their school to 21st century teaching tools. Teacher Librarians support a school's students and teachers.

Q: What is the mission of the California School Library Association? Can anyone belong, including "Best Sellers"?
A: "Best Sellers" are welcome to join CSLA! We would love to meet all "Best Sellers", tell our stories, hear how they are advocating for strong school libraries and students. The California School Library Association is an organization of teacher librarians, classroom teachers, paraprofessionals, district and county coordinators of curriculum, media and technology specialists, and others committed to enriching student learning by building a better future for school libraries.

Sample Invitation

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- - SAMPLE INVITATION TO NEW “BEST SELLER” - -

CSLA or your school Letterhead

DATE

NAME OF CSLA BEST SELLER

ADDRESS

Dear CSLA “Best Seller” for Strong School Libraries:

Thank you for your long-term advocacy for strong California school libraries. Our libraries have come a long way in the past few years, but still have a long way to go especially in this uncertain economy.

As a reminder, the California School Library Association’s “Best Sellers” Campaign for Strong School Libraries is a grassroots advocacy campaign where teacher librarians and library advocates invite Californians of all ages who already care passionately about student success, reading, and libraries to become “official” spokespersons or “Best Sellers.”

“Best Sellers” incorporate several key messages into their talks, songs, presentations or writings. The core message is: “Strong school libraries build strong students. Strong school libraries increase student achievement, regardless of a community’s socio-economic status.” This is well-supported by research studies, and needs to be well-communicated. That is why “Best Sellers” are so important. Attached is a flyer with a list of questions to ask when you visit schools. Please let me know if you have questions or would like to talk with me about any ideas you have for sharing this message.

I look forward to working with you.

Sincerely,

YOUR Name

YOUR School or District

YOUR e-mail address

Follow-up. Communicate.

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Keep your "Best Sellers" informed on library issues. Communicate regularly but do not overwhelm. Follow-up is very important. Here are some suggestions, but modify as appropriate. We all have different communication styles and preferences.

Basic information to communicate:

A minimum of 2 messages to thank and remind your "Best Seller" of their commitment. It could be a "Back to school" or "Summer Reading" themed message with a tag line thank-you and reminder to keep you posted of any significant opportunities to promote the message that strong school libraries build strong students.
Share your copy of CSLA Good Ideas, or a specific article from it.
Library Legislation Day and Day in the District handouts on top school library issues.
News sent to CSLA "key contacts" especially for their "Best Sellers"