MAJOR ADMINISTRATIVE

CONCERNS

INTRODUCTION"Good management is the art of

making problems so interesting and their solutions so constructive that everyone wants to get to work and

deal with them."—Paul Hawken, Natural Capitalism

INTRODUCTION“Conflict is the beginning of

consciousness.”

“For good ideas and true innovation, you need human interaction, conflict, argument, debate.” --Margaret Heffernan

MAJOR ADMINISTRATIVE CONCERNS:

♪ LIBRARY SERVICES♪ PHYSICAL FACILITIES♪ RESOURCES♪ PUBLICITY, MARKETING & PROMOTIONS

LIBRARY SERVICES

This refers to:TECHNICAL SERVICES

(Acquisition & Cataloging)READERS’ SERVICES

(Reference, Circulation, etc.)

OUR CUSTOMERS TODAY

21st century skills

LIBRARIANS’ SERVICE:

INFORMATION LITERACY•21st century skills (2009)

•Purpose: People are able to use all the technology effectively to access and manage information.•Librarians need to become guides for information literate participants.

1. RESPONSIVENESS Recognition of customers’ needs & action to satisfy them w/in context2. COMPETENCE Knowing what is required & having the appropriate skills to carry it out3. ACCESS The ease w/ which customers can make contact w/ staff4. COURTESY Consideration for customers’ needs5. COMMUNICATION Feedback to customers about service6. CREDIBILITY Trustworthiness and honesty of the service provider7. SECURITY Physical safety and comfort8. UNDERSTANDING Making the effort to know what customers need9. TANGIBLES The appearance, reliability of equipment, fitness for purpose10. RELIABILITY Consistently meeting all the above

DESCRIPTIVE CRITERIA FOR ASSESSING QUALITYLIBRARY/INFORMATION SERVICE

Source: Pinder, Chris & Maxine Melling (eds.). 1996. Providing customer oriented services in the academic libraries. London: Library Association Pub.

RESOURCESThis refers to:Human Resources (Faculty, Staff, etc.)

Ideas (Innovations, etc.)Physical materials (Books, etc.)

HUMAN RESOURCES Fewer librarians are entering the profession as a whole and some are not qualified or licensed to become a librarian.

Existing librarians must be re-educated for skills and knowledge to support roles in the digital information age.

Librarians must find ways to promote the values, expertise, and leadership of the profession throughout the community to ensure appreciation for the roles librarians can do.

Also, AS A MANAGER & LEADER,How will I:

• Affirm each person’s need for individual recognition and identity yet also tend to the needs of the collective?• Encourage team members to support one another while

simultaneously challenging and provoking each other through robust debate?• Foster experimentation, continuous learning and high performance?• Determine how much structure — rules, hierarchy, planning and the

like — provide sufficient constraints without stifling improvisation?• Mix patience and a sense of urgency?• Balance bottom-up initiatives and top-down interventions?”

TRANSITION TO DIGITAL CONTENT

•FACT: DIGITAL MEDIA PROVIDERS provide greater access to eBooks, audio books, music and video (over 300, 000 titles) than your LOCAL LIBRARY can afford to offer from its own collection.

PHYSICAL FACILITIESThe well-planned library building is efficiently

organized for use by patrons and staff. It allows for flexibility in space utilization, accommodates technology, provides an inviting interior, and is designed around the service needs of the community as reflected in the library’s plan.

SCHOOL LIBRARY (For teachers, students & pupils)PUBLIC LIBRARY (For the general public)ACADEMIC LIBRARY (For undergraduates, graduates,

researchers, etc)SPECIAL LIBRARY (For specialized researchers)

•The physical space of the library needs to be repurposed for independent learning areas, and group learning spaces to accommodate digital technology.

PUBLICITY, MARKETING

PROMOTIONS WHAT IS MARKETING?A planned approach to identifying and

gaining the support of the community and then developing appropriate services in a manner which benefits the users and furthers the aims and objectives of the library/information centers. (Yates)

Marketing can be viewed as a process of exchange and a way to foster the partnership between the library/information center and its community. (Kotler, 1987)

HOW TO CONVINCE USERS AND MANAGERS THAT LIBRARIANS/INFORMATION PROFESSIONALS ARE VALUABLE IN

THE INFORMATION AGE (ABRAMS, 1996)

• PRODUCT –Librarians should see their skills as the products they offer.• PLACE –Information has become an “immersion environment”• POSITION –Librarians have to choose 1 or 2 strategic positions & then

sacrifice others• PRICE –People pay for using libraries and for not USING librarians.• PUBLIC RELATIONS –Create an environment for your message to be

heard.• CONTENT –Value and service are important.• CONCEPT –See the users’ perspective. Give them what they need, not

their requests.• CREATIVE –Deal things on a multidimensional level.• CONNECTION –It is crucial between people.• CONTEXT –Use informal language and consider the changed needs of a

global, desktop audience.• COMMUNITY –Market to the people around you.

WHAT ARE THE STRATEGIES FOR MARKETING THE LIBRARY/INFORMATION

SERVICES?1. Organizing the planning team.2. Establish the marketing audit.3. Define the library/information center’s market.4. Develop goals, objectives and actions.5. Develop products that meet users’ needs.6. Identify the costs for each product.7. Determine the channels of distribution.8. Promote and communicate.

STEP 1The planning team is a working group

composed of stakeholders (representatives of these groups who will be affected by the decisions to come). The team should consist of members of both the internal and external environment, such as the library/information staff, (including the director), policy makers, funder and representatives from the library various client groups.

STEP 2A marketing audit covers both the

external assessment of client needs and the attempt to understand community systems. In addition to this analysis of the external environment, the marketing audit also analyzes the internal circumstances of the library-identifying strengths, limitations, and present practices.

STEP 3Marketing segmentation – the process of dividing customers into groups with unique characteristics and needs. This is necessary to appropriate market definition. All customers (present and potential) can be divided into categories, each of which may require different kinds of service and support. (the same overall community)

STEP 4GOALS –statement of purpose or intent which are written in global terms.OBJECTIVES –statements of purpose or intent written in a language that is both measurable and attainable and which move the library toward a state goal.ACTION STATEMENT –provide the working outline of specific tasks which must be executed before the objective is realized.

STEP 5EXAMPLES OF PRODUCTSProduct mixProduct line 1: CollectionsProduct item: Print, Non-print, Electronic, DigitalProduct line 2: ServicesProduct item: Circulation, Reference, Reserve, OPAC, AcquisitionsProduct line 3: ProgramsProduct item: Bibliographic instruction, Exhibit Display, Information Literacy Skills Program

STEP 6Direct cost – items attributed to specific productsExample: rental of space, salaries off personnel hired to work specifically with a particular product.Indirect cost – relate to the library/information centers’ total operations

STEP 7It is necessary to examine ‘place’ in context of product distribution and channels of connection between products and clients-with an emphasis on access.

STEP 8Promotion – a set of activities which are set in motion once all other marketing and planning components have been completed.VARIOUS ASPECTS1. Public relation – overall interaction between library & client2. Publicity – through press releases, newsletters, columns in local

news, interviews, posters, displays at no cost3. Advertising – when it is paid4. Incentives – news on line searching services w/ coupons5. Atmospherics – Ambience and environment of the distribution

channel

SPECIAL PROGRAMS & EVENTS

BOOK FAIR – on site method of attracting people to the library and of generating income. It serves as the common display of new books from book jobbers and dealers where they offer big discounts.

DISPLAYS & EXHIBITIONSDisplay – It can attract users and make them aware of these materials. Purpose: To assist the patron in the use of the library.Exhibitions – It can engender the development of a good reciprocal arrangement with organizations, such as societies, associations, business.

SPECIAL PROGRAMS & EVENTS

VISITING LECTURERS The library can serve as a venue in the conduct of lectures, i.e. symposium, forum, etc.

The library may invite an expert in the field of librarianship or information science for a lecture as part of the professional development of the staff.

SPECIAL PROGRAMS & EVENTS

National Book Week CelebrationProclamation no. 109 & 837 which state designating the period from November 24 to 30 of the year as National Book Week & November as Library and Information Services Month, respectively signed by Presidents, Manuel L Quezon & Corazon Aquino.

SPECIAL PROGRAMS & EVENTS

REFERENCEClaravall, Nora J., Ed. D. Managing libraries and information centers in the Philippine setting. Benguet: Benguet State University, 2005.