Category Archives: Public Relations

Site- and District-level Advocacy

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Chapter 8 Advocacy by Kristin Fraga Sierra and TuesD Chambers

Blog post by Judi Moreillon

“When professionals combine our expertise for the benefit of students, there is transformative power in collaboration” (Sierra and Chambers 127).(Sierra and Chambers 127)

Chapter 8, like every other chapter in Core Values in School Librarianship: Responding with Commitment and Courage, includes two vignettes from practitioners in the field. Erin Godfrey Bethel contributed a vignette focused on a reading promotion initiative at Washington Elementary in Tacoma, Washington, that became a successful advocacy project for the library and her librarian role in the process. Chapter 8 co-author TuesD Chambers contributed a district-level public relations turned advocacy effort in Seattle Public Schools (SPS).

Site-level Advocacy Reaches District-level Advocates
In her vignette, Erin shared her main motivation for seeking and enacting a reading program grant called the Global Reading Challenge (GRC). She implemented the program in her school with a vision for increasing a focus on reading and on the school library as a hub—a welcoming place for all students, especially young people who had not found acceptance elsewhere in the school.

This initiative involved students in the planning process and in organizing teams of readers. Erin used social media to promote the GRC. Each year since its inception, the number of participants has increased and the program has expanded to other schools in the district. Parents and businesses got involved in supporting the GRC and when the district-level competition was held, Erin invited district decision-makers to attend. A win-win-win for students, administrators, and community means a win for the school librarian.

District-level Advocacy
In her vignette, TuesD writes about how a district-wide newsletter representing the work of the entire school librarian cadre of SPS made a huge difference in decision-makers’ understanding of school librarians’ critical roles. The newsletter began as a communication tool among librarians themselves—to share their work and learn from one another’s practice. They also wanted a way to amplify their work that aligned with the SPS Strategic Plan and goals for literacy learning and share it with site- and district-level decision-makers.

The result was a collaborative competition that improved practice among the school librarians while it influenced the understandings of the work of school librarians of families, district leadership, and community members. Spotlighting specific school librarians, libraries and their literacy-focused programs demonstrated how librarians matter to the students in the district. Collaborative competition boosted librarians themselves in elevating their practice. The district-wide newsletter provided direct evidence of the importance of librarians’ work to district goals.

School Librarians as Advocates for the School Library Program
In both of these examples, site- and district-administrators, parents, businesses, and other community members became knowledgeable about the roles of the librarian and library in students’ learning. If and when Erin or TuesD’s librarian cadre need support – a specific “ask” from their advocates, there were supporters with first-hand experience of the influence of school librarians and the impact of school libraries.

“It takes a special kind of curator to gather these voices for others to see and hear until our advocates’ voices become impossible to ignore. It takes a certified school librarian leader who is a library and librarian advocate” (Sierra and Chambers 137).

As they note at the end of their chapter, Kristin and TuesD proclaim that school librarians must be the curators who gather and provide the evidence that will enlist other voices to step up on behalf of their work. School librarians must engage in public relations as curators of their own influence and impact in order to grow advocates. That truly makes school librarians their own best advocates!

Reflection Question
What is one method or example of advocacy that you want to improve upon and why? (Sierra and Chambers 137).

Work Cited
Sierra, Kristin Fraga, and TuesD Chambers. 2021. “Advocacy.” In Core Values in School Librarianship: Responding with Commitment and Courage, ed. Judi Moreillon, 123-138. Santa Barbara, CA: Libraries Unlimited.

Advocacy Is Not Optional

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Chapter 8 Advocacy by Kristin Fraga Sierra and TuesD Chambers
Blog post by Judi Moreillon

“Spreading the message for stakeholders to advocate for the program is an essential activity for today’s school librarian, particularly during school closures” (Sierra and Chambers 123).

Kristin and TuesD began their chapter with a note about the critical need for advocacy, particularly in times of stress and change such as the school closures that occurred while they were writing Chapter 8.

In their experience (and in my own), school librarians who are leaders must be intentional about communicating and building relationships with library stakeholders in order to develop a team of advocates who have first-hand experience with the value of working with a state-certified school librarian and providing students with access to the full range of resources available through the school library program.

Advocacy is not optional.

Creating the Welcoming Space
Before communicating the value of the library program, the librarian must create a space in the library that serves all students, educators, administrators, and families—all library stakeholders. These are some strategies for building a space for belonging:

  • Focus on students first;
  • Listen intently to library stakeholders when they express their needs;
  • Distribute marketing tools such as surveys to collect feedback.

In all cases, make changes to the policies, physical space, programs, and teaching and learning opportunities based on feedback from library stakeholders.

Communication Strategies
The coauthors provide many examples of public relations communication strategies that build library stakeholders knowledge of the value of the library program. These are some:

  • Newsletters with section tailored to the needs of specific stakeholders;
  • One-page infographics that summarize the influence and impact of the library program on learning and teaching;
  • Flyers and invitations to literacy events and teaching and learning opportunities offered in the library space;
  • Social media posts that promote books and share the learning experiences of students’ literacy-focused clubs;
  • And more.

Building Relationships
In every aspect of their work, school librarians must be intentional relationship builders. Putting people first is a leadership behavior.

Whether this focus is evidenced through policies such as late fees or lost materials, providing diverse resources to equitably meet the needs all educators and students, or teaching and learning activities that are inclusive of multiple perspectives, the focus on people means that school librarians will build a cadre of advocates as an organic aspect of their work. Others will have first-hand experiences of how the work of the school librarian and the resources and activities in the library program made a difference in their learning and teaching.

“Strong advocacy work is absolutely necessary to the survival of the school library and is a core, undeniable element to the position of the school librarian” (Sierra and Chambers 124). (Sierra and Chambers 124)

Responding to School- and District-level Priorities
While school librarians will have particular areas of expertise and interest, if they are to be successful, they must align their work with the perceived needs of the school and district. They must be able to tell a “library story” that matters to their decision-maker stakeholders

“We need to keep in mind that library numbers and statistics
are pretty meaningless to anyone else unless they are connected
to your school and/or district priorities”
(Len Bryan cited in Sierra and Chambers 129).

This does not mean stepping away from the work of school librarianship and serving as a reading intervention teacher or technology coach throughout the school day. Rather it means, showing administrators with those needs that the work school librarians do will help them reach their goals. In these cases, improve students’ reading proficiency and students’ and educators’ use of educational technology.

This means teaching and coteaching with classroom teachers to achieve student learning targets, assessing student learning outcomes, and determining how to improve instruction in order for more students or all students to reach standards-based learning goals.

With these data in hand, school librarians will demonstrate to administrators how their work matters, and administrators will understand and value school librarians’ impact on teaching and influence on student learning.

Reflection Question
“What types of advocacy efforts have you led or been a part of in your career or schooling experience and what were the outcomes?” (Sierra and Chambers 137).

Work Cited

Sierra, Kristin Fraga, and TuesD Chambers. 2021. “Advocacy.” In Core Values in School Librarianship: Responding with Commitment and Courage, ed. Judi Moreillon, 123-138. Santa Barbara, CA: Libraries Unlimited.

SLIDE Project Data and Tools: Focus on Arizona Results

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The School Librarian Investigation: Decline or Evolution (SLIDE) Project “Perspectives on School Librarian Employment in the United States, 2009-10 to 2018-19” report (Lance and Kachel 2021a) and the SLIDE website offer invaluable information and tools to support school librarian advocates with the data they need to understand the relative health of school librarianship in their states and districts. In last week’s post, I offered information from the  SLIDE Research Study: Initial Findings and Perspectives Report.

In this post, I drill down into the Arizona data from the Report and use the interactive tools provided on the SLIDE website that provide users with access to data at the state and district levels and to create graphs and charts that display these data. The following are Arizona data along with some commentary about what these data mean for Arizona’s students, educators, administrators, and families.

My target audience for this post is Arizona school librarians, the Arizona library community, and librarian advocates. Ultimately, I will share this information with Arizona education decision-makers and voters who should know this information and take action to restore school librarian positions. If you believe that literacy learning is fundamental to students’ success in school and in life then…

The “sobering” national reality regarding school librarian positions is even more sobering in Arizona.

I hope advocates in other states will disaggregate their state- and district-level data to get a clearer understanding of the relative health of the school librarian profession in their communities. I hope these data will prompt us all to take action to improve literacy learning for K-12 students through the expertise of effective school librarians with the ultimate goal of at least one librarian per school.

SLIDE state-level data includes:

  • mandates for employing school librarians,
  • school library standards and guidelines,
  • state government school library official,
  • state data on school librarians,
  • state funding directly to school libraries,
  • state-funded or discounted e-resource, and
  • higher education institutions preparing school librarians.

School Librarians in Arizona
In 2018-19, as the Advanced Search SLIDE data tool shows, the National Center for Education Statistics (NCES) reported 412.34 school librarian FTEs. This is the most recent year of data available from NCES. In that year, the student to librarian ratio was 1:2,259.63

Arizona: Total Students, Librarian FTEs, Students per Librarian

Image created on the SLIDE Advanced Search Page

According to data available from the Arizona Department of Education, these are the state-certified FTE (Full Time Equivalents) employees in our field for the 2020-2021 Academic Year:
602 – Librarians – 196.58
603 – Media Specialists – 86.32
Total: 282.90 FTEs

Arizona’s student-to-librarian and student-to-teacher ratio
continues to head in the wrong direction.

In 2020-2021, the classified staff serving in school libraries figure was this.
061 – Library Assistants – 592.27

In studying the NCES data from 2018-19, SLIDE researchers discovered that in Arizona 7 out of 10 districts employ library support staff in lieu of school librarians. This is the highest percentage of all the states (Lance and Kachel 2021a, vii, 66, 70, 72).

This is educational malpractice.

Image showing state-level data from Arizona

Image created on the SLIDE State Survey Page

State Survey Data: Arizona Compared with Other States
As your state intermediary, I reported Arizona data to the SLIDE researchers. Teacher Librarian Division co-chair Jean Kilker and I conferred to make sure the data we provided were accurate.

Criterion Arizona Other States and D.C. Notes
State-Mandated School Librarians No, not mandated 26 states have mandates, only enforced in 10 states
School Library Standards/Guidelines No 43 states do
State Government School Library Official No 33 states do
State Data on School Librarians Yes 18 states don’t
State Funding Directly to School Libraries No 13 states do
State-Funded/Discounted E-Resources Yes, thanks to the Arizona State Library, Archives, and Public Records Only 12 states don’t
Higher Education Institutions Preparing School Librarians None 45 states do; states with multiple preparation institutions have more school librarian positions.

Table created with data from the SLIDE State Survey Page (Lance and Kachel 2021a)

“School librarians are least prevalent and most likely to experience job loss in states with no institutions of higher education preparing school librarians” (Lance and Kachel 2021a, vi).

Perspectives on School Librarian Employment in the United States, 2009-10 to 2018-19
The Arizona data from the Perspectives Report (Lance and Kachel 2021a) is telling. The following table shows our national ranking in these criteria compared with 49 other states based on NCES 2018-2019 data. The page numbers are from the report. SLs stands for school librarians. FTEs are full time equivalents.

Criterion Ranking Table/Page Number Notes
Number of SL FTEs – 426.17 31 Table 3, 14 MA – similar total population – 621.15 SLs – ranks 25 (#1 Texas – 4,604.80 SLs)
Percent Change 38 Table 4, 16 30.5% fewer from 2009-10 to 2018-19
Percent Change 28 Table 5, 18 4.3% fewer from 2015-16 to 2018-19
State-level Ratio of SL FTEs per School 46 Table 6, 20 .18 per school
Percent Change 38 Table 7, 22 33.3% fewer from 2009-10 to 2018-19
Percent Change 33 Table 8, 24 6.7% fewer from 2015-16 to 2018-19
Student to SL FTE Ratio 46 Table 9, 27 1:2,679 in 2018-19
Teacher to SL FTE Ratio 44 Table 10, 29 1:114 in 2018-19
District Ratio of SL FTEs per School 47 Table 11, 38 Chart 13, 42 5.6% of schools have at least a .75 FTE

68.7% of schools have zero SL FTEs
% of Districts with Any Librarians 47 Table 14, 53 26.2% of Arizona districts have one or more librarians
States with the Largest % of No School Librarians 46 Table 15, 56 59.3% of Arizona districts have no school librarians

Table created with data from the Perspectives Report (Lance and Kachel 2021a)

District-level Data Tools
Since my advocacy work in Arizona is currently centered on restoring school librarian positions available in Tucson Unified School District (TUSD), the following examples reflect my work. I encourage all Arizona school librarians and library advocates to use the SLIDE tools to access and compare data from their district with other districts within the state or across the nation.

District-level data includes:

  • school librarian employment,
  • employment of selected other educator positions, and
  • selected district characteristics and student demographics.

Profile Tool
The Profile tool allows users to compare data for their own districts with those of comparable districts both within the same state and with similar districts across the nation.

When I first entered TUSD, the tool provided a list of 19 peer districts from across the country based on these criteria:

student population (45K in TUSD), locale (TUSD is a Large, City rather than suburban or rural district), and per pupil expenditures ($8,838).

When I added the number of schools (88 in TUSD), there were only 6 peer districts; when I added English Language Learners (8.54% in TUSD), there was only one peer district: Cherry Creek School District No. 5, Arapah, Colorado.

When I added Free & Reduced-cost Meals (60% in TUSD), there were no longer any peer districts. Other criteria were Majority Non-White (which TUSD is), Majority Hispanic (which TUSD is), and Restrict to Your State.

Comparison between Tucson Unified and Cherry Creek School Districts

Data retrieve/image created on the SLIDE Profile Page

I then used the Cherry Creek School District for comparison. Unfortunately, the NCES data for TUSD’s Library Support Staff is incorrect. In 2020, there were 50.5 FTEs rather than just 1!

What I learned: TUSD is a unique school district in the United States in terms of being a large, urban district, with low per student spending, with a majority Hispanic student population, with a high percentage of students who quality for Free and Reduced-cost Meals. That alone was important information for me in my advocacy work.

As the Perspectives Report notes: “Districts with higher poverty levels, more minority students, and more English Language Learners were less likely to have librarians. Majority Hispanic districts were more than twice as likely to have not librarians and less than half as likely to have the highest level of librarian staffing” (Lance and Kachel 2021a, vii).

Sadly, for the students, educators, and families in TUSD that description accurately describes the district’s demographics.

Inequitable access to the expertise of school librarians is unconscionable and most egregious for high-needs students and schools.

Advanced Search Tool
The Advanced Search tool allows users to access data from the 2019-20 school year, with the following exceptions: Free & Reduced Cost Meals and English Language Learner data is from 2018-19 and Per Pupil Expenditures data is from 2016-17.

For the search for TUSD, I checked every box and asked for percentages in terms of student demographics. The resulting data image is too wide for a screen shot, so I took advantage of the URL feature to share these data:

https://libslide.org/data-tools/advanced-search/?saved=258f

Tool users can also export these data as an Excel spreadsheet.

Conclusion and Call to Action
In Arizona, school librarians are endangered educators nearing extinction. What are we doing to reverse this situation? To meet the needs of today’s students and classroom teachers, schools need the expertise of state-certified school librarians. (See my 7/12/21 blog post “Advocating for State-certified School Librarian Positions.”)

According to the Perspectives Report, “school funding alone cannot explain staffing decisions. Between 2015-16 and 2018-19, districts most likely to have employed librarian consistently were those spending the most—and the least—per pupil” (Lance and Kachel 2021a, 59).

While funding isn’t the only problem, it is a piece of the puzzle. For example, according to a statement by Superintendent Dr. Gabriel Trujillo at the July 13, 2021 Tucson Unified School District (TUSD) board meeting and budget hearing, he and the entire TUSD Board are in agreement about restoring school librarian positions to all 86 schools in the district. At present, there are just 13, leaving 73 schools underserved.

Filling this equity gap will take a huge infusion of funds
(more than $6M/year) that the district simply does not have.

On Friday, July 16, 2021, I attended a training offered by Save Our Schools Arizona (https://sosarizona.org/); on Sunday, July 18, I picked up referenda petitions and began collecting signatures. Next week, I will report on the three referenda that Arizonans who care about public education are working to put on the ballot that will reverse Draconian tax cuts that deplete state revenues. Reversing these cuts could impact whether or not school districts in Arizona will have the funding needed to restore school librarian positions, as promised in Proposition 208, which was passed by the voters in November, 2020.

References

Arizona Department of Education. 2021. School District Employee Report. Available at http://www.ade.az.gov/sder/ReportGenerationPublic.asp. Accessed July 24, 2021.

Lance, Keith Curry, and Debra E. Kachel. 2021a. Perspectives on School Librarian Employment in the United States, 2009-10 to 2018-19. Available at https://libslide.org/publications/perspectives. Accessed July 24, 2021.

SLIDE.org. 2021b. Data and Tools. Available at https://libslide.org/data-tools/. Accessed July 24, 2021.

SLIDE.org. 2021c. State Survey. Available at https://libslide.org/state-survey/. Accessed July 24, 2021.

 

Statewide, Year-long Advocacy Texas Style

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When I taught and lived in Texas, I had the opportunity to get involved with the vital, vibrant, and effective Texas Association of School Librarians (TASL). It was a heady experience to be a part of the largest state-level professional association for school librarians. TASL members are active and big thinkers. They offer a huge percentage of the sessions and events at the annual Texas Library Association Conference… and TASL sponsors on-going advocacy efforts that extend statewide and online via the TxASLTalks blog and #TxASLTalks, and #TxASL.

Silhouette Image of Woman Shouting into a Bullhorn

The TASL leadership has designed an awe-inspiring and inspired statewide, year-long public relations/advocacy campaign that school librarian organizations across the country can emulate. Read Brooke King’s blog post about their “Let’s Promote Libraries!” initiative. (Brooke serves on the TASL Legislative and Advocacy Committee.) In her 8/18/20 post, Brooke provides five steps for participating effectively, including how to maximize the impact of the campaign via social media to spotlight and share school librarians’ teaching, activities, and events.

If You Promote, We Can Advocate!

Aligned with the 2017 Texas School Library Program Standards, each month’s advocacy topic begins with this sentence stem: “Did you know that school libraries…” followed by one of the standards.

Let's Promote Librarians! Graphic for TASL by Brooke King

Infographic for TASL by Brooke King

TASL created this graphic that includes the questions for all nine months—September through May. As Texas school librarians consider their teaching this year, they have a heads-up on when to share and receive the most recognition for their work and the work of their colleagues.

What really impresses me about this campaign is that is stresses FIVE essential aspects of effective public relations/advocacy campaigns.

First, and perhaps foremost, it is collaborative. Collective action is more effective that individual action. Whether engaged in public relations or advocacy, school librarians will have more success when we sing together in a chorus rather than in solo performances.

Secondly, it is aligned with what matters in school librarianship. In Texas, school librarian standards are part of the Texas Administrative Code. School librarian leaders from around the state collaborated to develop these standards. “Let’s Promote Libraries!” furthers TASL’s promotion of the standards with librarians, administrators, classroom teachers, elected officials, and other community members.

Third, this initiative serves as a virtual professional development opportunity for anyone, TASL member or not, who follows their hashtags this academic year: #TxASLTalks and #TxASL. (They are also using #TxLege to reach a key target audience–the Texas Legislature.)

Fourth, “Let’s Promote Libraries!” is powered by social media AND emphasizes reciprocity. In my experience, reciprocity is often lacking among school librarians and other social media users. We may “like” another school librarian’s work but do we consistently share/retweet the outstanding work in our profession? Do we add comments that emphasize the bright spots in teaching and learning through school library programs? This is an essential aspect of advocating for one another.

Finally, the entire campaign is about connecting. It involves connecting practice to standards. It’s about connecting the work of school librarians to the essential needs of today’s students, classroom teachers, administrators, and families. It involves connecting librarians to one another and each other’s professional learning and social media networks. It’s about connecting decision-makers to information about the critical work of school librarians in educating today’s students.

One could argue that this is a public relations campaign. It is AND it provides the TASL Legislative and Advocacy Committee with foundation it needs to do its work.

On the other hand, this is an advocacy campaign in that it aims to be proactive in reaching out the local, state, and national decision-makers who have the power and authority to support school librarians and fund school libraries. Participants in “Let’s Promote Libraries!” will engender and educate advocates who will have the necessary information to speak up for school librarians and libraries in the 2021 Texas legislative session.

Brilliant, really!

I hope every school librarian in Texas will participate. I hope other states or school districts will think about how they can adapt this campaign for their own teaching and learning communities.

Image Credits:

OpenClipart-Vectors. “Bullhorn Communication Female Girl.” Pixabay.com. https://pixabay.com/vectors/bullhorn-communication-female-girl-2026013/

TASL Graphic: Thank you to TASL Chair Kristi Starr and TASL Legislative and Advocacy Committee member Brooke King for giving me permission to publish the graphic and promote this campaign via this blog post and social media.