lis 6455 organization and administration of the school media center class session 9
TRANSCRIPT
LIS 6455
Organization and Administration of the School Media Center
Class Session 9
Image and Advocacy
Resources SLMM Chapter 12 EL Chapter 3, Guideline 7; Chapter 4, Part II Advocacy: Gary Hartzell, Ken Haycock Florida Association for Media in Education (FAME) AASL
School Library Issues and Advocacy websitehttp://www.ala.org/ala/mgrps/divs/aasl/aaslissues/issuesadvocacy.cfm
School Library “Toolkits”http://www.ala.org/ala/mgrps/divs/aasl/aaslissues/toolkits/toolkits.cfm
LM_NET
Image and Advocacy
SHE RUNS A GREAT MEDIA CENTER! I KNOW,
BUT THERE’SNEVER ANYBODY
IN IT!
Image and Advocacy
Think about image as a continuing process of communication What do I communicate To whom When By what means
Remember that you and your media services program always communicate an image, whether planned, unplanned, positive, or negative.
7 Keys for a Professional Image
1. Be Positive
2. Be Truthful
3. Don’t Gossip
4. Don’t Play Favorites & Don’t Exclude
5. Respect Others: Assume That All Can Make Valuable Contributions
6. Leave Yesterday Behind
7. Leave Personal Matters at Home
A Business Perspective
If you build it, will they come?Unlikely without marketingMarketing is finding out who is likely to buy
goods and servicesMarketing is also advertising and sales of
goods and services
Marketing Goods and Services
RESEARCH
ADVERTISING
MARKETING SALES
MERCHANDISING
PUBLIC RELATIONS
Market Research
Research to establish information on the potential for sale of goods and services location of marketsize of marketDemographics and psychology of marketcompetitive aspects of market
Assumes that there will always be competition for available customers
Competitive Forces Model
HEALTHY COMPANY’SMARKET
COMPETINGCOMPANIES
COMPETING PRODUCTS
SUPPLIERS CUSTOMERS
Competitive Forces Model
BLOCKBUSTER’SMARKET
COMPETINGCOMPANIES
COMPETING PRODUCTS
SUPPLIERS CUSTOMERS
Competitive Forces Model
What has happened to Blockbuster’s share of the market for home movie rentals over the past few years? In the toilet! thanks to: Netflix $1.00 rentals from the red box at McDonalds On-demand movies over cable Direct Internet downloads to PCs and game
consoles
Competitive Forces Model
PUBLIC LIBRARY’SMARKET
COMPETINGCOMPANIES
COMPETING PRODUCTS
SUPPLIERS CUSTOMERS
PARENTAGENCY
Competitive Forces Model
SCHOOL MEDIA CENTER’SMARKET
COMPETINGCOMPANIES
COMPETING PRODUCTS
SUPPLIERS CUSTOMERS
PARENTAGENCY
Competitive Forces Model
What will happen to libraries’ shares of the educational, informational, and recreational reading markets?Public libraries have prospered with patron
visits steadily increasing, even in the face of budget cuts that have reduced the staff and hours of operation
School libraries have a mixed record that seems to be VERY dependent on the individual library media specialist
Competitive Strategies
Develop and promote unique products and services
Develop products and services to serve “niche” markets
Develop linkages to customers that promote loyalty
Control cost and quality of products andservices
Respond to customer interests and preferences
Market, advertise, and sell!