ALIA Public Libraries Summit

ALIA Public Library Ambassador program

Why do we need Library Ambassadors?

ALIA recognises that we need a more active appreciation of public libraries; a surge in popular appeal to support our position as a vital service. Library Ambassadors will be the public face of their local library, publicise their library and influence public opinion about libraries.

An initiative of the ALIA Public Libraries Summit is the launch of the ALIA Public Library Ambassadors program.

Our goal is to create a Public Library Ambassador program with approximately 100 active Ambassadors around the country from all walks of life. Every public library in the country will identify library champions in their community and choose one or more local Ambassadors.

ALIA Public Library Ambassadors will perform a role different from library advocates and supporters such as Friends of Libraries groups which work steadily to promote library services to a wider audience or their peers.

ALIA Public Library Ambassadors can be grass-root members of the community or celebrity advocates who will use their talent or fame to promote the value of public libraries in their lives, especially attracting media attention. Similar in concept to UNESCO's goodwill ambassadors, an important difference is that ALIA Public Library Ambassadors come from a broad cross-section of the Australian community.

Who would make a good ambassador?

Look for people with strong, positive appeal. You may be fortunate to have a library user whose fame has spread to a wider national, even international, audience.

At the same time don't ignore the value of less obvious candidates. Sometimes you can find champions in unlikely places, and they may reach out to groups who would be unimpressed by more conventional spokespeople.

It's also important to look outside the conventional Western view of fame and celebrity, to potential ambassadors who represent different faiths and cultures.

Participating in the ALIA Public Library Ambassador program

1. Give someone the job of co-ordinating the program
When your ambassador program gets off the ground, it will take time to administer. Decide who will be responsible for managing your relationships. It needs to be someone who feels comfortable dealing with high-ranking individuals, has strong administrative skills and is used to working collaboratively across the library service.

2. Create a wish-list
Ask a cross-section of library staff who they think would make good ambassadors. Shortlist people who have a connection with your community, either living or working in the area.

Find out if any of these people are library users - Hugh Jackman takes his children to a Sydney public library, for example.

Make sure you're aware of any protocols in your organisation about contacting residents or organisations to be Ambassadors (in local government terms it's on behalf of the Council, not the Library).

3. Make your approach
Bear in mind everyone is busy. Some people may already be giving their time to other worthy causes, so it's important to sell the idea as succinctly as possible.

It is extremely helpful to have a personal introduction, but if this isn't the case, the best approach is by post, through their agency, club, home or business address. Draft a short letter (no more than one side of A4), signed by the Library Manager or the appropriate person from your organisation explaining what you will need an ambassador to do. Download a sample letter.

Allow a couple of days for the letter to filter through the system, then phone and ask to speak to the individual, their agent or personal assistant.

You will receive rebuffs, but don't let this put you off. There will be someone with standing in your area who feels strongly about public libraries and just needs a nudge from you to do something about it.

At the same time, you don't want to devalue the role of Ambassador, so if everyone on your wish list turns you down, leave it for a few months and then go back with some examples of how it has worked elsewhere, rather than compromising your criteria and ending up with people who can't fulfill the role you intended.

4. Detail what you are looking for
People will be wary about committing to something that may turn out to be too onerous, given their already busy schedules. Be clear about what is needed.

You will want someone to take on this role for at least a year. Less than this, and their involvement is too fleeting to make an impact.

Of course, the role will develop over time as we find out what does (and doesn't) work, but try and give an idea of the kind of things with which you will expect them to become involved.

5. Draft a plan of activity
Draft a schedule of events and activities as the basis from which you can negotiate the level and frequency of your prospect's involvement. This will also help highlight key dates and any clash of engagements.

You will need a new Ambassador to visit a couple of branches just to familiarise themselves with what's happening in the public library service.

You will want a photograph and a short, signed statement from your Ambassador saying what they feel about public libraries and the value they bring to the local community. This can be posted on the web, used for advertising and PR purposes, and to create posters and print materials.

You may want them to meet with councilors and local politicians, to add their voice to yours.

Once or twice a year, you will probably want them to attend an official photocall, maybe around Library Lovers' Day , Library and Information Week or Summer Reading Club.

If you have a special library anniversary or calendar event, you will want them to be present as a VIP guest.

Remember, a personal appearance is a significant request of time and effort, even if your Ambassador is not famous enough to usually charge an appearance fee.

6. Brief your Ambassadors
Ambassadors will need to understand how public libraries operate within local, state and federal government - which departments are responsible, where the money comes from and how State Libraries fit into the equation. They will also want to hear about any local issues and concerns.

Once they are clear about the structure, they will want to know, as a guide, what we would like them to say. There are common themes that we will naturally ask Ambassadors to include, but the messages will have the most impact if they come from the heart. . It is essential that Ambassadors use their own words. We can give them a steer, but if they don't naturally talk about "sustainable communities", for example, it will sound hollow and false coming from their lips.

It's unlikely our library Ambassadors will be heckled, but it's important that, as well as knowing which positive messages it would be most helpful to put across, they should also be able to deal with difficult questions.

7. Communicate regularly
Even when there isn't an engagement coming up, it's important to keep your Ambassadors fully informed about what's happening in the public library service. In the event of a big news story breaking, they may be put on the spot by the media and they won't thank you if they are in the dark about it.

It should be possible to cover everything in a short, friendly, monthly email.

8. Promote your success
Tell the rest of the library world about your achievements with the ALIA Public Library Ambassador program through a media release, posting on the ALIA Public Library Ambassadors web page and stories in ALIA publications. Download a sample release.

Useful links on writing a media release

Examples of other library media releases

For further information contact:

ALIA National Office
email - enquiry@alia.org.au
telephone - 02 6215 8222

Marion Nicolson, Project Officer, ALIA Public Libraries Summit 2009
email - marion.nicolson@alia.org.au
post - PO Box 6335 Kingston 2604 AUSTRALIA