Stamping out negative stereotypes one letter at a time - Communications Outlook

Information Outlook, Dec, 2002 by Anthony Blue

When I first started working at SLA, the mind-set among staff was that we didn't need to respond to negative articles, or statements, aimed at the special library/information profession. Some of the material that crossed my path was riddled with misinformation about the profession; time after time I was perplexed at the extent of this misinformation. I remember a conversation in which an SLA staffer explained to me how responding only added credibility to negative stories.

Today, SLA will challenge any publication, organization, or media outlet that publishes inaccurate or misleading information about the profession. In the past two years, we have written letters to the editors of such publications as the Washington Post Magazine, Business Week, the UCLA Daily Bruin Online, and the Society of Competitive Information Professionals (SCIP) online. Some of the letters were published. Some have been printed in this column as evidence that SLA is ready to take a stand and defend its members.

Why Should We Respond?

Our mission obligates us to respond. SLA exists to advance the leadership role of our members and to shape the destiny of our information- and knowledge-based society. As the voice for information professionals, SLA is committed to responding to your needs and strengthening your role as information leaders in your organizations and communities.

What Is Worthy of a Response?

This question has been the topic of some great watercooler discussions. The answer is that SLA determines the extent or seriousness of the misrepresentation. SLA need not respond to every tiny publication that prints something negative, but the association will target comments in print, on television, or on a website that perpetuate negative, hurtful stereotypes.

When Should We Respond?

A response should be issued as soon as possible, especially in dealing with publications. Editors work on such tight deadlines and deal with so many issues that by the time the article in question is printed, they have forgotten about it and moved on to the next issue.

How Should We Respond?

In politics, if something negative is said or printed about a candidate, the typical response is to reply in the same medium. For example, if a disparaging remark is made on the radio about a politician in Oakland, the politician responds via the radio in Oakland. Why air your issues in Sacramento or Salida, where people will have no idea what was said in the first place? Negative remarks often appear in the print media, which justifies a letter to the editor.

Who Should Respond?

Anyone who is offended by a remark should respond individually. However, it is a wise idea to pass the information on to SLA. In doing this, members are not giving up their voice; rather, they're informing the organization so support can be organized across the board. A letter from the executive director or president of an international organization is a great public relations tool; however, in some cases it is appropriate for the response to come from a local citizen (such as a chapter president) who may have more credibility in the area.

Get Straight to the Point

State that you are writing to express deep disappointment over a recent article or comment, and provide the author's name and affiliation, publication issue/article title, and date. Specify how the article/comment you are questioning lacks integrity and is teeming with misinformation, if this is the case. Describe the overall tone of the article and how it left you feeling.

Tell Them Who You Are

It is important to let the recipient of your letter know that you are dedicated information professional, working in an increasingly challenging global information arena. Mention your membership in SLA and what that means. You have a responsibility to speak out on behalf of your profession against negative stereotypes.

Challenge Inaccuracies with Factual Information

List each of the inaccuracies, and challenge them with facts and figures (SLA can help with this). Explain that special librarians/information professionals are experts who are a pivotal part of the information industry; describe how they use technology, such as the Internet.

Question Their Integrity

Publications hate to have their truthfulness questioned. Let them know that they have an ethical obligation to uphold journalistic values by printing factual, newsworthy information to their readers.

Offer Them Redemption

Ask the publication to print a retraction or write an article on the information profession. Invite reporters to attend a work-related activity or seminar so they can get a firsthand look at what information professionals do.