For as long as I have been in the profession, we have worked hard to prove our worth to the communities we serve (no, this is not a new issue – far from it). School librarians regularly point to the extensive research, replicated in many studies, showing that school libraries, staffed by certificated librarians significantly improve student achievement and their performance on high stakes tests.  And where has that gotten us? Libraries are being closed and school librarians eliminated. (Although there has been some indication that the pendulum is beginning to swing the other way.)

Repeating the same action in hopes of a different response is a definition of insanity.  Yet we seem to be locked into the loop. As librarians we are supremely logical—although maybe not as logical as Mr. Spock.  It is built into our DNA as researchers.

Time to recognize Spock’s wise words.  It’s not logic that convinces people.  It’s emotions.  Have you ever noticed automobile commercials?  Even while the screen is showing price or mpg, the video portion is selling the fun and exuberance of owning that car. You don’t bother reading the numbers until you are committed to the purchase—then you are ready to check the pricing and safety factors to prove you made the right decision.

Saatchi & Saatchi, the big advertising company, is reputed to have said 80% of our decisions are based on emotions (including voting).  That leaves little left in the decision making process for logic, which is why advertisers create their ads to reach the emotions of consumers.  Notice the words used in commercials the next time you watch television.

In one of the workshops I present, I discuss the importance of taglines to promote the school library program.  I point to those we all know – AllState, McDonald’s, Campbell Soup, and others.  They all have high emotional content.

When I became the owner/publisher of School Librarian’s Workshop, I knew I needed a tagline.  I came up with, “Your whole library program in every issue.”  Do you see where it misses the mark?  My Operations Manager who is excellent at marketing said it was good but not great. Asking and answering her own questions, she said, “What do School Librarian’s want?  They want to feel valued and validated.  What do they fear?  The fear their job will be eliminated.” Then she came up with our tagline and brand focus: Indispensible – Just Like YOU!

What do your stakeholders want? Can you figure out what they fear?  How can you send a message showing your program responds to that?  Don’t worry if your first attempts aren’t “perfect.”  Taglines can be changed.  The big companies do it regularly.  Start thinking about how to emotionally bring the message of the value of the school library program.  You care about your library program – let that feeling come through in all you do to present your program and you’ll find more people connecting with you.  Its not logical….

And remember if you need help – the Ask Hilda column in the School Librarians Workshop is available for you!

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Librarians talk of informational literacy and digital literacy.  Educators and parents are concerned about financial literacy.  With the emphasis on STEM, there is increased reference to numeric or quantitative literacy.

Another important concerns is Transliteracy. It’s defined as “the ability to read, write and interact across a range of platforms, tools and media from signing and orality through handwriting, print, TV, radio and film, to digital social networks.”  (www.transliteracy.com). In an age of multiple devices and means of connecting with people and sharing information it is certainly a critical skill.

Those dealing with adults also discuss legal literacy and health literacy.  If you have ever tried reading a legal document or dealt with health care policies, the importance of these literacies cannot be denied.  Even college graduates find themselves unable to comprehend all the subtleties of how language is used in those areas.

I recognize the importance of all these literacies and support all that is being done to improve the ability of student and adults to master them.  However, as a member of ALA Committee on Literacy, I am ever mindful of what was once said at a committee meeting, “The house of literacy has many rooms, but the entrance is through text literacy.”

So we return to where we were in the mid-20^th century.  First and foremost, we need to be able to read text.   And the rate of adult illiteracy is shocking.

In the U.S., 14% of adults over 16 read at or below the 5^th grade level, and 29% read at the 8^th grade level. The implications are huge.  Among those with the lowest literacy rate, 49% live below the poverty level. A substantial portion of our prison population is composed of illiterates or low literates. (ProLiteracy)

Although school librarians are highly trained to teach the other literacies mentioned, they also are committed to creating lifelong learners and readers by instilling a love of reading.  The first Common Belief of the AASL Standards for the 21^st-Century Learner is Reading is a window to the world.  It then explains, “Reading is a foundational skill for learning, personal growth, and enjoyment.”

Students are taught to read in class.  For some, the skill is difficult and they are turned off.  This is the route to illiteracy and low literacy.  In the school library, surrounded by books at all levels, guided by a school librarian, adept at connecting a student with just the right book, students discover that reading can be fun.  We need more, not fewer school librarians.  The wealth of our nation depends on it.

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Aside from the content, I particular admire the choice of the word “Declaration.”  The best definitions for it in this context are proclamation or pronouncement.  It is the proud statement of belief—what we as a profession stand for.  Making such a huge public announcement carries risk.  Some might argue with it or consider it was promulgated from self interest.  It takes courage to stand up for your beliefs.  It reminds me of the Declaration of Independence, a bold statement putting the lives of the signers in jeopardy.  While not as extreme, the Declaration for the Right to Libraries brings librarians out from our behind-the-scenes service and boldly asserts the value of what we provide.

There is a lesson here for individual librarians.  Hiding your light under a bushel, doing a great job but not communicating it out loud, keeps you invisible.  And invisible all too often these days means eliminated.  Paraphrasing a famous quote, it’s time to “boldly go where librarians have not gone before.”  Get the word out about all the ways you work with teachers, students, and administrators.  Learn through Twitter, Facebook, conferences, (and School Librarian’s Workshop) the best platforms for reaching your target audience.  Share your successes so others can follow your lead.

I love this quote by Nora Roberts, “If you don’t go after what you want, you’ll never have it. If you don’t ask, the answer is always no. If you don’t step forward, you’re always in the same place.”  What do you want?  Do you really want to remain in the same place you are in?  What are you going to do about it?  Declare yourself!

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