In a recent report by OCLC entitled Perceptions of Libraries and Information Resources, http://www.oclc.org/reports/2005perceptions.htm information regarding library usage was reported and the information was both enlightening and alarming. Consider these facts:

• 84 % of respondents use search engines

• 1% begin their search on a library web site

• Respondents do not trust purchased information more than they trust ‘free’ information. In fact that have a high expectation of free information.

• Library users like to self-serve. Most do not ask for or seek assistance.

• 86% feel confident that they have the personal knowledge to evaluate information resources.

• 82% state that they validate information by searching another Web site that contains similar information.

With those facts in mind, what does that say about the future of libraries? When the general public is asked to describe a library, the overwhelming response is ‘a building with books’. Obviously, we are more than books but how do we change the current mind-set or branding of the library to reflect the services offered by libraries today? In the report the statement is made, ” In addition to being familiar, trusted and high-quality, strong brands must be relevant. Relevance is the degree to which people believe a brand meets their needs. Over half of the respondents said that search engines perfectly fit their lifestyle. Seventeen percent said libraries are a perfect fit, and over 20 percent said that libraries do not fit their lifestyle.’ Respondents were asked about activities were they doing less of and visiting/using the library came in second after watching less television. The article continues by saying that the library has not been successful in leveraging its brand to reflect the changes and its investments. ”

        Virginia’s own, Audrey Church writes in the November December issue of Library Media Connection that our school libraries must become virtual as well as physical spaces to meet the demands of our students. She writes, “Your school library Web page is your library’s presence outside of the physical library walls. It provides you a space and an opportunity to inform, guide, and instruct. It can be an advocacy tool, a visibility tool, and a public relational tool.”  The school library Web page meets the needs of your students 24/7 and can provide a method of branding your program and connecting it to the needs of the student body.

      The OCLC article concludes by informing us that the data is clear that libraries must change the way we present ourselves in order to establish our role in the community as a place to ‘make information freely available, to support literacy, to provide research support and a free Internet access”.

      If your school community was asked to define your library’s brand, what words would they use?

Contact: Margaret Roberts, executive assistant to the Board of
Education, (804) 225-2924; Margaret.Roberts@doe.virginia.gov

If we want to have a voice in how school libraries are viewed especially with the 65% controversy that is raging nationwide, (see article at http://www.nytimes.com/2006/01/04/education/04solution.html ) and with the controversy over the National Center for Education Statisitics definition of school libraries,(Athletics counts as a classroom activity, including coaches’ salaries, but librarians, guidance counselors, food service workers and school bus drivers do not, under guidelines created by the National Center for Education Statistics, a branch of the federal Department of Education.) then we need to communicate our concerns to those who are in the position to enact change; our Board of Education and our legislators.

If you are genuinely concerned about funding, facilities, the role of the school library, or others aspects of school library programs within the instructional program of the school, here is your opportunity to make your voice count.

Last year, the Virginia Education Association went on record as saying that the standards for library programs need to be revised and recently the National Council of Teachers of English sent a resolution to the US DOE outlining their support for school library programs. We must do our part to continue to educate others about the value of library programs. Remember that no other area of the instructional program is reponsible for supporting teaching and learning for all grades and all subjects in a building as well as purchasing the materials needed to ensure that high quality resources are available to all throughout the school day and beyond.

I encourage you to become informed on this matters which impact academic achievement for all our our students.