Spectrum PR Column
May 2000
Referral Lists: Two-Way and Win-Win
Claudia Jalowka, Reference Services Librarian, King County Law Library, Seattle, WA
AALL Spectrum, Volume 4 No. 8 May 2000.
Referrals, referrals, referrals. One of the best services a library can offer a patron, when they can't provide the answer, is to provide a referral to the appropriate entity which can provide the answer or at least assistance in moving closer towards the answer. Most libraries, especially those who deal with the public, are very good at creating in-house referral lists. Our library boasts a listing of over 100 federal, state and local agencies that can provide assistance or information for our patrons. Libraries that keep this type of referral list spend many hours each year updating existing entries and adding new ones. But how good are we at making sure we are on the agency's referral list? How can we try to encourage a referral linkage that works both ways?
Libraries actively look for entities to recommend to our patrons as part of offering complete reference services. The agencies we refer to do not have the same mission as we. The motivation to create an inclusive referral list is not a part of their goals. They won't come looking for you - so you must go make them aware of your existence and services. But how? This is a question our library has, and still is, confronting. Below is a listing of some of the approaches that have worked for us.
Contact The Agency Directly
When Updating Your List
This is the simplest way of making yourself known. This is an easy starting
point in your strategy. When creating or updating you referral list don't rely
on the telephone book or the Internet directory sites. Call the agency. Speak
to a live representative of the agency. Identify yourself and tell them that
you are calling to verify their entry on your referral list. Keep in mind that
it can be the least effective method. Often you will end up speaking with the
receptionist who will verify your information and forget about you. But in some
instances you will be sent on to someone in an administrative position. Here
is your chance to make them aware of your library and the services you can offer
to them and their clientele. Be sure to request copies of brochures regarding
their services that may be made available to the library patrons.
This is a labor intensive undertaking. Locating agencies, contacting them, creating the list, organizing the brochures, reviewing and updating the list on a regular schedule and training staff to remember to offer the referrals can take a large part of the reference staff's time. But the rewards outweigh the costs. One way our library has found to manage this upkeep is by making this project the responsibility of library interns. It is a wonderful reminder to the interns that good reference service often includes resources outside the library's walls.
Join Court, Bar And Advocacy
Committees
There is an old saying about being in the right place at the right time. Having
a representative of your library on these types of committees is a sure way
of making yourself known. You will have the chance to network with the pro-active
members of the court, bar and advocacy groups. These are the people who can
best assure that your library and its services are recognized by the community
you seek to reach. Along with raising the library's profile, you may be able
to influence the establishment of new procedures to assist in access to the
legal system. What a great way to pursue the mission of a law library.
Contact Agencies And Schedule
A Meeting
This is the most direct and effective method. It is working quite well for our
library. We often find that once agencies are aware we are here they do make
referrals to us. However, these referrals are often inappropriate or misleading.
Their clientele arrive at our library having been assured by the agency that
we will be able to assist them with very specific legal issues that exceed our
ability to provide service for. Obviously this leads to frustration and anger
on the part of the patron. By arranging a meeting with a representative of the
agency you both have the opportunity to make clear exactly what your organization
can do and what your limits are, especially in regard to legal information.
Always approach this outreach in a positive light. We never contact an agency and say "You are making inappropriate referral to us". Rather our approach is "We would like to ensure that our referrals to you are appropriate. Could we meet to insure that we are both aware of the services each other offers to our clientele?" Included in this meeting is a tour of the library. We provide an explanation of our collection and the services that we can offer to the agency staff along with their clientele. By taking this approach we become clearly fixed on the radar screen of these agencies. An added bonus for us, as a public library, has been to create a base of concerned organizations who have risen to our support during time of difficulty in securing funding.
The Old Bus Stop Method
Never underestimate the marketing and referral opportunities in the chance meeting
at the bus stop, in the elevator, at the store or in the rest room. If you recognize
an individual from a service agency, introduce yourself. Comment on the great
work their agency does. Mention how being able to direct people to their services
allows the library to provide better service to its patrons. At the same time
ask if the agency is aware of the ways in which the library can assist their
staff and clientele. If appropriate, ask if it is possible to schedule a meeting
as described above.
Conclusion - Everyone Benefits
This type of referral list is clearly a benefit to all involved. For the agency
it is another way to ensure that they are reaching those who need their services.
The biggest beneficiaries of all are the patrons. This type of referral system goes a long way to providing access to both legal and non-legal services for our patrons. One of the greatest frustrations for patrons is feeling that they are getting the "run around", the endless stream of dead end referrals. This "run around" inevitably leads the patron to conclude that our justice system cares nothing for them individually. Accurate referrals go a long way to restoring the public's trust and confidence in the justice system. Finally there is someone - you - who will listen to their needs and provide them with good information and direction to someone who can really help them. The referral list provides a type of outreach that insures that the dead end leads stop.
For the library it is a win-win situation. You increase your profile with service agencies in your community and also with the public. But mostly you fulfill your goal of offering the best reference service possible.
Last Updated: January 28, 2003
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