Public Library Association 11th National Conference

Boston, MA

March 22 – 24, 2006

Attended By Jeff Gilderson-Duwe

 

Background:

I have long heard that the PLA Conference is the best one to attend for public library administrators.  After attending the conference in Boston last month, I would have to say that I agree.  With all of the programs focused on public libraries, choosing which ones to go to is difficult.  I stuck to programs labeled as “Administrative Track.”  The vendor exhibits took up two large floors of space, and I was able to gather information for several projects that are under discussion at OPL and Winnefox.  The last benefit of the conference for me was the opportunity to become reacquainted with friends and colleagues I have known over the course of my career.  I had the good fortune to meet colleagues from Nebraska, Kansas, Missouri, Illinois and, of course, Wisconsin.

 

Programs / Events:

 

Wednesday, March 22

 

Nancy Pearl presents Book Buzz:  Currently the best known librarian in America, the ubiquitous book talker, insatiable reader and former action figure model introduced library book market representatives from several large trade publishing houses to talk about upcoming books.

 

Opening General Session with Linda Ellerbee:  The award-winning journalist talked about her life and adventures.

 

Thursday, March 23

 

Ready, Set, Go! Fast, Meaningful Change in Your First 90 Days:  Administrators from several levels at Denver Public Library discussed how, as newly appointed leaders, they were able to make an immediate impact upon a library “in budget free-fall.”  Using the ideas in the book The First 90 Days, by Michael Watkins, they spoke about accelerating learning, establishing credibility by creating momentum and “virtuous cycles” while avoiding “vicious cycles.”  Although I have already passed my 90 days milestone, I have purchased the book and have started trying to use its ideas to get off to a good start at OPL and Winnefox.

 

Wake Up Call: What Our Customers Are Trying to Tell Us If We’d Only Listen:  This was another program presented by Denver Public Library personnel.  This program focused on their study of demographic changes in Denver and usage patterns of DPL’s branches.  The data they gathered was used to implement a market segmentation approach to library branches in Denver.  The “styles” project was the result, in which the collections and services of each branch are targeted at a particular group of users: Contemporary branches are for high demand popular materials; Family branches are aimed at parents and kids who visit the library together; Children’s Libraries are set up for children who visit the library on their own; Learning and Language branches focus on materials for those whose native language is not English; and the Central Library provides research and reference support.

 

Do They Hear Us Now?  Cathy De Rosa, Vice President of Marketing and Library Services at OCLC covered highlights of the new Perceptions of Libraries and Information Resources study.  Bottom line: when people think about library, they think “Books.”  This is our brand.  People from five countries were surveyed.  They generally gave libraries high marks for collections; low marks for customer service and facilities.

 

Managing Facilities for Service Results:  The authors of a book by the same title highlighted the process they recommend for translating service program choices into decisions about library spaces.

 

Friday, March 24

 

Full or Plural Funding:  A debate between Steve Coffman, an advocate of public broadcasting-style “plural funding” versus Waukesha Federated Library System Director and library ranking maven Tom Hennen, who emphasized that “public libraries are a tax supported public good” and called for ALA to put resources into more effective lobbying for funding support at the state and local levels.  I agree with Hennen; fundraising from sources other than government ought to be pursued but will not support the continuing vitality of the public library institution.  One strong point made by Hennen concerns competition.  He used the example of the Milwaukee media market, which has three public radio stations and one public television station in competition for private funds, but many, many more libraries.  The key question is: Where do you commit your limited time and energy to best effect?

 

Demonstrating Results: Using Outcome Measurement to Plan and Assess the Impact of Public Libraries to Their Users:  Introduced by Rhea Rubin, author of a book by the same title, members of this panel discussed their experiences in trying to assess outcomes of a literacy program and a “one book, one community” event.  Outcome measurement requires service providers to learn to think like social scientists; it also seems to require intensive surveying of the people using the services.  Not all services or user populations are amenable to this intense scrutiny.  An audience member raised the important issue of the scalability of this approach – it may work best for projects with a defined beginning and end, as well as well-defined user population.

 

Reinventing: The Customer-Centered Library – How to Stop Tweaking and Start Doing It with Twelve NEW Steps for 2006:  Karen Hyman, Executive Director of the South Jersey Regional Library Cooperative, gave a rousing and humorous talk about about getting inside the customer’s head, caring about the customer and making every decision with the customer in mind.  And, she said, they ARE customers – they even pre-pay for service!