Key+Terms

**Advocacy** **Collaboration** **Communications** **Leadership** **Marketing** **Public Relations**

__**Definition of Key Terms**__
 * __Advocacy:__**
 * According to the American Association of School Librarians, Advocacy is an on-going process of building partnerships so that others will act for and with you, turing passive support into educated action for library media program. It begins with a vision and a plan for the library media program that is then matched to the agenda and the priorities of the stakeholders. ("Advocacy")

__**Collaboration:**__
 * cooperative interorganizational relationship in which participants rely on neither market nor hierarchical mechanisms of control to gain cooperation from each other (Hardy, Lawrence, and Grant, 2005)
 * when two or more people work together to create or achieve the same thing (Cambridge Dictionary, 2012).


 * __Communication:__**
 * is the practice of keeping all stake holders up-to-date (Dorion, 1999)
 * involves communicating all news about the school library, programs, issues, activities, special projects, student work, author visits, professional development and other promotional activities with the appropriate stake holders (Dorion, 1999)

__**Leadership:**__
 * is a process of social influence in which one person is able to enlist the aid and support of others in the accomplishment of a common task. (Chemers, in Coatney, 2010)
 * is about the competence of a highly competent individual who is driven by a compelling vision, able to communicate that image of competence and trustworthiness, who understands deeply the political and learning environment and is able to mobilize resources to achieve success. (Haycock, in Coatney, 2010)


 * __Marketing:__**
 * the process of creating and resolving exchange relationships (Bagozzi, 1975)
 * the disciplined task of creating and offering values to others for the purpose of acheiving a desired response (Kotler, 1972)

__**Public Relations:**__
 * is the attempt, by information, persuasion and adjustment, to engineer public support for an activity, cause, movement or institution. (Hutton, 1999 )
 * is a distinctive management fucntion which helps establish and maintain mutual lines of communication, understanding, acceptance and co-operation between an organization and its publics;involves the management of problems of issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management to abreast of and effectively utilize chanage, serving as an early warning system to help anticipate trends; and uses research and sound ethical communication techniques as its principal tools." (Hutton, 1999 )