changes.
| |  | *1. Getting to the Heart of SLA's Alignment Project* |
| | | *Getting to the Heart of SLA's Alignment Project* |
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| | Although there have been several presentations, online forums, Twitter feeds, mentions in _Information Outlook_ and informal meetings discussing the SLA Alignment Project, I'm sure many of you may still have some unanswered questions as have other members across the globe. For a good overview of how the project started, who was interviewed, how and what the research found, check out the [Alignment Portal|https://www.sla.org/content/SLA/alignment/index.cfm]. Below is a summary of various writings from SLA CEO Janice Lachance, President Gloria Zamora, President Elect Anne Caputo and myself in response to some of these questions. We hope it also answers some of yours but if not, please feel free to contact one of us. |
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 | | *2. What is the SLA Alignment Project and how did it come about?* |
| | | *1. What is the SLA Alignment Project and how did it come about?* |
| | For several years, members have asked for a broader effort and support from the Association in helping them to communicate their value in their organizations. At one time or another, many of us have struggled to define the value of what we do and why our skills as a librarian and information professionals are important. Many of you may remember that the Association attempted to hold a vote on a name change at the annual conference in 2003. While the membership did vote to change the name, the final vote on which name to use could not be completed due to logistical issues. In the long run this was probably a good thing given the untested choices offered at the time. |
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| | When funds became available from the sale of SLA's previous headquarters building, they decided to try again but this time by conducting solid, in-depth research with a broad range of organizational leaders as well as information professionals. (There is a misconception held by some that member dues were used - this is not true.) The Alignment Project plan and goals were first introduced at Leadership Summit in January of 2008 with initial research findings shared at the next Leadership Summit in 2009. The research provided broad concepts as well as value statements and encouraged people to use the information contained in it to explain what they do and the value they provide. Association leadership encouraged people to use the very powerful language and concepts when they talked about their skills. |
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| | *3. Why is Alignment so important?* |
| | | *2. Why is Alignment so important?* |
| | When the Alignment research talks about using language that resonates with leaders and executives it is referring to leaders at all types of organizations: corporate, academic, non-profit and government. Particularly in today's economy, we all need to articulate our value in language they can relate to, no matter where we work. I think we've all realized by now that no matter what type of library we work in (academic, corporate, non-profit, government, or not a library) we need to market ourselves \- none of us is immune, particularly in this economy. Different organizations may have different goals but to some degree they all must be mindful of a budgets and /or bottom line. Our job, no matter whether we are up front or in the back room, is to talk with them about the solutions and support we offer and to align it with the organizations goals. This can be hard to do but the Alignment research is the first step to showing us how we can begin. As this initiative progresses, we will be looking to members to help us tailor the language for different types of organizations and audiences. |
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| | *4. Is the Alignment research truly reflective of all SLA members?* |
| | Information professionals and leaders in a wide range of professions and types of organizations were interviewed as part of the Alignment research. (See the Alignment Portal for details.) While the largest sector in our membership is represented by corporate information professionals, this changes over time. We are deliberately reaching out to other areas as evidenced by our newer divisions, Legal, Government and Academic in particular. These have grown rapidly and represent some of the larger divisions within SLA. We will continue to be responsive to these requests from our members and will use this responsiveness to attract new members. The formation of the newest division focused on taxonomy is a bow in part to technical services where this discipline often resides. |
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| | *5. I've heard that it is mainly a way to push a name change for the Association.** * *Is that true?* |
| | | *3. *{*}I've heard that Alignment is mainly a way to push a name change for the Association.** * *Is that true?* |
| | Although the research suggested that a name change should be considered, SLA Leadership hesitated to move too quickly because they did not want anyone to think we embarked on this project as a means to that end. Yet as members looked at the initial research findings on the SLA website, many (myself included) kept asking about a name change. A name change is but one of many ways we can benefit from the findings of the alignment project. The project results clearly show us the name and the perception of the name leave us in a very weak and not very desirable place in the world of public perception, and especially in the perception of senior management in our organizations. The names we call ourselves - and there are more than 2,000 variations on names in our membership database - is testimony to the losing battle to use our professional name as a the name of our association. We honor and respect libraries and librarians, just as we honor information professionals, knowledge managers, business or competitive intelligence professionals and a myriad of others. |
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| | In fact, we are no longer an association of "special libraries" as more than 50 percent of our members do not work in a "library." We will never be able to reflect all these names and changes but we can put forth a name that reflects the value and professionalism we bring to our organizations, regardless of what we call ourselves now or in the future. Anne Caputo has said "I think John Cotton Dana would be pleased to know we are evolving and focusing on what is really important - how we provide strategically important information, content and knowledge that make our organizations competitive and successful." As Gloria Zamora has said, "This is about a game change and not (just) a name change." I think Janice Lachance put it well with this closing to her Info View letter in the September issue of Information Outlook: "The term 'special librarian" carries great sentimental weight. But just like an overpacked suitcase at the airport, these days that weight is costing us dearly. ..It is time to practice what we preach and adopt new ways of describing the role of information professionals - and adopt a new name for SLA as well. The words we use to describe ourselves can limit our roles or they can illustrate our contributions to our organization's strategic priorities. We can be accurate or aspirational. The wrong words can hurt, but the right ones can help us align our skills with successful outcomes. Which words will you choose?" |
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| | *6. How would a possible name change be handled?** * *What's next and when will we learn more?* |
| | | *4. How would a possible name change be handled?** * *What's next and when will we learn more?* |
| | In an Oct. 5 message to the SLA Leadership List, Gloria Zamora communicated the following: "We have discussed the name change issue and we believe that we currently have the momentum to move forward. Remember Seth Godin said the time to change is when you have the momentum propelling you forward. As you all know the Alignment information has been available since January. Janice and I have both written extensively on the alignment and informed the membership in June that we were pursuing a name change. We believe that an additional six months for discussion will not make a significant difference. The name is coming from the same research that we collected from the alignment project. We still hear that there are those who have not heard about the Alignment and believe we will have the same issue with the name. Some will ensure they are informed and others will not read the research or ask any questions. |
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| | In addition, since we are not required to conduct the vote at a membership meeting we do not have to vote at New Orleans in person. In fact if we did we would disenfranchise those who do not attend. We will have an electronic ballot to allow all of our members to participate. |
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| | The Board will take up the name change issue this week based on the alignment research and further testing and will inform the membership of any actions taken. Once a decision is made there will be webinars as well as a well-thought out communication plan to get the information on the name and the accompanying research out to all of the membership. We will ask our alignment ambassadors to continue to talk about the alignment and the name and we will answer all questions in order to prepare our members for any vote. Please stay tuned, get informed and take an active part in the discussion." |
| | | On Oct. 14, the Board announced a potentail new name: Association of Strategic Knowledge Professionals. The name is based on the alignment research and went through further testing. Please share your thoughts with your Alignment Ambassadors who will continue to talk answer all questions in order to prepare our members for a vote. So stay tuned, get informed and take an active part in the discussion. The aim is to provide one strong, researched, vetted and tested name and then hold a vote. If the name doesn't pass there won't be a second round or back-up option. We'll continue to move forward as the need for Alignment still exists\! |
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| | *7. The core of what we do hasn't changed, so we should still be calling ourselves librarians.** * *Terms such as "info pro" and "knowledge manager" are inaccurate and have hurt the profession.* |
| | | *5. Is the Alignment research truly reflective of all SLA members?* |
| | Information professionals and leaders in a wide range of professions and types of organizations were interviewed as part of the Alignment research. (See the Alignment Portal for details.) While the largest sector in our membership is represented by corporate information professionals, this changes over time. We are deliberately reaching out to other areas as evidenced by our newer divisions, Legal, Government and Academic in particular. These have grown rapidly and represent some of the larger divisions within SLA. We will continue to be responsive to these requests from our members and will use this responsiveness to attract new members. The formation of the newest division focused on taxonomy is a bow in part to technical services where this discipline often resides. |
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| | *6. The core of what we do hasn't changed, so we should still be calling ourselves librarians.** * *Terms such as "info pro" and "knowledge manager" are inaccurate and have hurt the profession.* |
| | I disagree that using different titles has hurt the profession. What has probably hurt us is not recognizing that our members' roles and duties and have expanded beyond what most people think of when they hear "librarian" or "library." Again, keep in mind that the Alignment research is not saying members need to change their titles. There is nothing wrong with being a librarian or working in a library but there are instances when it limits how we are perceived and what we have to offer. Becoming an association open to a broader membership can only enhance and help people understand the value of librarians and all our members. That said, in a recent discussion with fellow MN Chapter members, many agreed that "information" was too vague and easy to confuse with similar or overlapping professions such as Information Technology. We need something new but just because "info pro" may not be the best name, doesn't mean that "librarian" is a one-size-fits-all solution. |
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| | *8. Why doesn't the Alignment Project stress the value of an MLIS?* |
| | | *7. Why doesn't the Alignment Project stress the value of an MLIS?* |
| | After an information professionals first job, the MLS is less emphasized. It is the experience and performance that is valued. The MLS degree is a means to an end and the credential to get one in the door. SLA realized this many years ago when they removed a professional library degree as a requirement for membership. And it has not hurt the association. SLA Leadership is seeking ways with the Alignment Project to open up our membership to more people who are information professionals but do not have an MLS. They believe (and attendance at annual conferences has shown) that the diversity of interests will be beneficial to our association and profession as a whole. Anne Caputo notes that, "Just as we see people with the MLS degree doing many things outside the traditional boundaries of the library (myself and the majority of the last 10 SLA Presidents included) - we also see many people doing high-level professional research and information work who do not have the MLS degree." |
| | Having been raised in a family of professors and university leaders, I understand and respect the value of an advanced degree. While I think my MLIS is important and helps me to do my job better, I know that experience counts for a lot as well. As the manager of a midsize law firm library, I could probably do some parts of my job somewhat better if I had a law degree. Yet I am certain that my experience and lessons learned from SLA colleagues, courses and conferences is what will help me to do a *{_}great{_}* job. |
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| | *9. Some long-time members or those who have had budget cuts seems to be against Alignment, saying that no matter what we do decision makers aren't going to value us.* |
| | | *8. Some long-time members or those who have had budget cuts seems to be against Alignment, saying that no matter what we do decision makers aren't going to value us.* |
| | As she has visited companies and libraries over the past two years, Gloria Zamora has seen what a positive attitude can do. She has met CEO's who do know their information professionals and who value the work they do. "If we do not stand up and state our value we cannot expect anyone else to do it for us, : she says. "The Alignment Project gives each of us the tools we need to communicate value, to speak in terms that businesses understand, to convey that we are forward looking and are true assets to our employers no matter what the setting. We have the tools and whether we are librarians or knowledge managers or information professionals we need to take responsibility, even if it is hard or you think no one will listen. They will listen if we speak, knowledgeably and proudly of the value we provide. It is up to each of us to take responsibility for our careers and our profession." Anne Caputo has also said, "If you carry a defeatist attitude you will be defeated. We want an association filled with people who believe they can make a difference and a contribution and then go out and prove it." |
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| | *10. Where do we go from here?* |
| | | *9. Where do we go from here?* |
| | If there is one thing librarians and info pros don't do it is ignore solid research\! A team Alignment Ambassadors representing almost every unit, division and caucus has just been through training on how to "talk Alignment" and they will be working hard to help members absorb the research and answer their questions. Their job is to continue the dialog and help us all learn how to "talk Alignment." No matter what happens re: a name change, there is still a lot we can learn to help us better align with our organizations and convince them of our purpose and value. That said, it is up to each individual member to decide for himself what is possible - by working together, learning from one another's experiences and speaking with a unified voice in language that has been tested and honed for each audience, I honestly believe we can make a difference - many already have and the next issue of _Information Outlook_ will include stories of five who have done just that. |
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| | *11. A final thought* |
| | | *10. A final thought* |
| | Regardless of one's personal thoughts, feelings and experiences about the research and a possible name change, the need for Alignment for us as a profession and Association still exists. This is bigger than any one of us and to condemn it completely based on what you wish to call yourself or your single experience is not fair others. I plan to move forward and align, welcoming any and all (librarians, technical support, IT, market researchers, info pros, KM managers or others) who want to come along. |
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| | Best regards, Jill |
| | Jill Strand |
| | Chair, PR Advisory Council |
| | Alignment Ambassador, Minnesota Chapter |
Getting to the Heart of SLA's Alignment Project