National Library News July 1998 Vol. 30, no. 7-8

Reality Check as CLA Adapts to the Future

by Leacy O'Brien,
Director of Member Services,
Canadian Library Association

When the Canadian Library Association met in Ottawa last June, conference delegates applauded President Paul Whitney's provocative and prophetic conference theme. "Reality Check: Seductive Futures, Sobering Present" captured the imagination of both the 1997 conference participants and the 1998 conference planning committee, and set the tone for a year in which the CLA's leadership was to carry out a reality check of its own -- the design and implemention of a new strategic plan and significant organizational change, including a major change in CLA staff leadership. Karen Adams, who had served the Association as executive director for seven years, resigned earlier this year. New Executive Director Vicki Whitmell, former chief librarian at the Joseph L. Rotman School of Management, University of Toronto, was appointed to the position effective April 20, 1998.

Planning, partnerships and strategies for growth have been the focus for CLA leaders, staff and members over the course of the last 12 months. After broad consultation with members and non-members in forums that ranged from small focus groups at provincial conferences and chapter meetings to a large, facilitated planning retreat, a draft strategic plan was presented to the membership in early May. The plan, which emphasizes CLA's commitment to key principles and recognizes the Association's diversity and desire for enhanced services, was drafted by President Whitney, Vice-President Syd Jones and new Executive Director Vicki Whitmell. Under the broad goals of advocacy, coalition building, direct member services, government relations and policy development, the plan calls for strategic alliances with relevant regional, national and international organizations on issues ranging from information policy and copyright in the digital environment to library advocacy and pre-school literacy projects.

The plan allocates high priority to developing and strengthening direct member services. This is an attempt to meet the needs of a new generation of library professionals, crafting career paths in a volatile employment environment that demands new skills and a high degree of entrepreneurship. The plan also calls for a communications review. It will study the potential of a redesigned Web site featuring employment resources, interactive communications, and members-only privileges, and examine the relevance and market appeal of Feliciter and the monographs program. Other planned service enhancements include an expanded menu of electronic information products available through the CLA OLAM service, a study of the feasibility of a continuing education certificate program, and expansion of the local chapter structure.

Partnership development has been a significant activity for CLA for several years. Increasingly, CLA looks to other associations, government and private-sector organizations that share common goals as a means of delivering programs and services that benefit the library community. The CLA has revived its national continuing education program. In cooperation with provincial and regional library associations, noted Canadian intellectual property lawyer Lesley Ellen Harris delivered a series of copyright workshops at a dozen sites across the country.

The national conference, generally acknowledged as the centrepiece of the Association's professional development program, has also been adapted to incorporate partnerships with other associations to inject new energy and added value for delegates. In 1999, conference participants will be treated to the largest exhibit yet and will have numerous opportunities to hobnob with the literary set, thanks to a cooperative trade show agreement with the Canadian Booksellers Association. Plans are now well under way for a joint conference with the Association of Canadian Archivists and ARMA International. To be held in Edmonton in the year 2000, it promises to be an interesting convergence of three information professions. And further in the future, CLA looks forward to working with the American Library Association on a Toronto conference in 2003.

Government partnerships are key to CLA's national advocacy strategy. One of its strongest relationships is with the National Library of Canada. Longtime collaborators in endeavours such as the National Core Statistics Program (see National Library News, vol. 28, no. 6, June 1996, p. 20; vol. 29, no. 2, February 1997, pp. 11-12; vol. 29, no. 6, June 1997, p. 13; vol. 29, no. 12, December 1997, p. 11), joint publishing ventures and the Library Book Rate program, CLA recently became an active partner in the National Library's annual Read Up On It project, together with the National Literacy Secretariat, Canada Post and the Canadian Federation of University Women. CLA also works closely with Industry Canada on a variety of initiatives related to the role of libraries in the federal government's "connectedness" agenda, in conjunction with the representatives of provincial and territorial library agencies. A recent initiative coordinated by CLA, in cooperation with the National Library, Industry Canada, the Associaition pour l'avancement des sciences et des techniques de la documentation (ASTED) and the provincial and territorial agencies, was the integration of a library component into an Ekos Research study on the information highway and the Canadian "communications household".

1997-1998 was a year of discovery and thought-provoking discussions as CLA's leadership worked toward a strategic plan to establish the Association's priorities for the coming millennium. A reality check, to be sure, but one with the promise of the seductive future articulated in the conference theme.

For further information, contact:

Leacy O'Brien
Director of Member Services
Canadian Library Association
200 Elgin Street, Ste 602
Ottawa, [Ontario]
K2P 1L5
Telephone: 613-232-9625, ext. 307
Fax: 613-563-9895
Web address: http://www.cla.amlibs.ca