Strategic Advocacy for Archive Managers

About

It has never been more crucial to measure and demonstrate the value of your archive. This free course will support you to produce a Strategic Advocacy Plan, as well as inspiring you with fresh insights and case studies from industry experts. The session will cover:

• how to develop strategic advocacy objectives, aligned with your organisational and sectoral priorities
• what you should measure in order to demonstrate value
• identifying, understanding and influencing your stakeholders and funders
• how to articulate the value and needs of your service
• what additional support is available

The course will be led by Kate Farmery, senior leader and trainer within the museums, libraries and archives sector and former Head of Business at The Box, Plymouth. There will be input from communications expert, Gillian Taylor, and case study presentations from senior industry colleagues including:

• Eleanor Roberts, Deputy Director of Development and Archivist, Hallé
• Joanna Terry, Head of Archives, Heritage & Culture, Staffordshire History Centre
• Nicky Sugar, Head of Special Collections, University of Bristol

The course will involve a combination of presentations, case studies, break-out groups and facilitated conversation.

Who should attend

This course is aimed at Heads of Service or anyone responsible for managing an archive, based in the UK.

Programme

Participants will be asked to undertake a short reflective task in advance to help them prepare for the day.

9.30 - arrivals, tea and coffee

10.00 – Welcome and introductions including keynote

10.30 – 12.00 Session 1: Why?

• How to develop strategic advocacy objectives and what to measure to demonstrate the value of your organisation. Includes a case study and time to draft your own objectives.

12.00-1.00 – lunch, networking and optional Archives + tour

1.00-2.30 Session 2: Who?

• How to identify, understand and influence your stakeholders. Includes a case study and time to draft your stakeholder map.

2.30-3.00 – tea, coffee and networking

3.00-4.30 - Session 3: How?

• How to communicate and connect with your stakeholders and the media. Includes a case study and time to identify key targets and plan your approach.

4.30-4.45 – a stakeholder and funder’s perspective - Councillor Jemima Laing, Plymouth City Council

4.45-5.00 – recap, questions and close.

Follow-up session

All participants will be invited to join the course leaders for an optional online follow-up session on 12 March, 10am - 11am, to re-connect, fine tune your advocacy plan, and ask questions.

Additional information

This course will take place in the Performance Space at Manchester Central Library. Further details about the venue will be sent to you in advance. This event is not hybrid for participants.

Please bear in mind that this course is free for participants but comes at a cost to The National Archives. There are also a limited number of places. Cancelling your place at short notice or not showing up prevents another person from being able to attend. Please ensure that you give as much notice as possible if you are unable to attend, so that your place can be reallocated.

If you have any questions about this course, please contact [email protected]

Trainers biographies

Kate Farmery is a passionate advocate for museums, libraries and archives and believes in the power of a great story to win hearts and minds. As a senior leader within the sector, she has led stakeholder engagement and created extensive advocacy materials for Manchester City Galleries, Torbay Culture and The Box, Plymouth (where the city’s archives are centre stage). She is in demand as a speaker and trainer, curating national Museums Association and Arts Marketing Association conferences and delivering training for Libraries Unlimited and Association of Cultural Enterprises. She lives in Devon with her art historian partner and rebellious, cricket-mad son.

Gillian Taylor is a freelance PR, marketing and advocacy consultant, working with arts, cultural & heritage organisations in SW England and nationally. She helps raise profiles, gets stories in the news, publicises events, makes videos and creates a buzz online. Gillian runs training courses in person and online for arts, museums and archive professionals. Topics include getting stories in the news, ‘telling your story’, media interview techniques, confidence on camera and smartphone video-making.

Training clients include National Museums Scotland, The Horniman Museum & Gardens, Bath & North East Somerset Heritage Services and Cheltenham Festivals. Previous experience includes Audience Development Lead for the Royal Albert Memorial Museum and Communications Lead (SW) for Arts Council England.

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