“A rose by any other name would smell as sweet”
[Romeo and Juliet, 1594]
Juliet had a motive for asking Romeo to forsake his family name. It was, she thought, standing between her and true love; if only he changed his name her family would accept him. She is portrayed as naïve (she was only 14 years old) but she did recognize that names carry strong messages.
The information profession, if it wants a successful and lasting marriage with the organisations of the future, does need to think about how it is perceived. If talented information and knowledge specialists are to have influence and impact, they need professional organisations that clearly represent them and communicate the benefits they can deliver. A change of name may not be the whole answer, but we believe it is a step in the right direction for SLA.
Janice's opening piece at the SLA Conference on "why SLA must consider a name change”, and the supporting evidence from the Alignment Project, argues the point that a name communicates a message. It has long been recognised globally that the term ‘Special Libraries’ means very little to anyone outside the library and information sector. Who amongst our potential market understands the traditional classification of libraries into public, academic, government and ‘Special’? What does ‘Special’ mean? What does the term ‘library’ conjure up? The point is, what does the name ‘Special Libraries Association’ convey to the people we want to influence, our market, funders and policy makers – our organisations?
And what does the name mean to members, current and potential? Who are the future members? TFPL shares SLA 's view about the range of disciplines that will make up an effective and valuable knowledge and information management profession. We are already seeing a striking diversity of experience and expertise required by employers and offered by candidates. So how does SLA attract these aligned professionals and persuade them to add their weight and enthusiasm to the ambition to ‘speak with one voice’? How does SLA indicate to them and information professionals that their expertise is an essential part of a complex profession.
SLA has made laudable steps towards developing its international reach, but the current name will inevitably limit this development to the small sector of people who identify with ‘Special Libraries’ – not a huge market in many parts of the world.
So, I support Janice whole heartedly in her proposition that we should seriously consider a name change for SLA. We have entered a time of almost unlimited opportunity for those with information and knowledge management expertise but are constrained by the perceptions – how other people see us. However, as CILIP in the UK found, choosing a replacement name is not easy. The underlying problem is the broad church of people we want to include in our world. Finding words that describe the organisation, its aims and members, and which doesn’t become confused with other professions (especially IT) is bad enough. Avoiding an unfortunate acronym adds to the problem. Knowledge and Information Management Association (KIMA) – doesn’t exactly roll off the tongue. And will it hold good for another 100 years? That is one of the strengths of the name ‘Special Libraries Association’ – even if it was reluctantly chosen.
Just a thought about a new name. The UK organisation the RSA was founded in the eighteenth century as a coffee house meeting place. RSA stands for ‘The Royal Society for the encouragement of Arts, Manufactures and Commerce’ – not the most modern sounding name. It is successful, with an international membership; influential – successfully steering through initiatives to affect government policy; runs great events and and provides great networking opportunities. But the point is it is known as the RSA – that is the name it uses and promotes. That is its brand – encompassing its values and activities. A bit like Hoover – the one we have isn’t necessarily a Hoover but we all know what it does. Of course it didn’t happen overnight – but changing names takes time. The key is building the brand. TFPL built on this concept when Task Force Pro Libra became a new company in the late 80s after building a reputation over the previous decade. OK, some new contacts still ask what it stands for – but surprisingly few. The Special Libraries Association has already built a strong brand. What do the consultants think about keeping that brand by moving from standing for Special Libraries Association – to just SLA? Or KIS – Knowledge and Information Specialists – or ‘Keeping it Simple’?
Final note on Shakespeare. Romeo didn’t change his name and even if he had done so it is very doubtful that this alone would have made him acceptable to Juliet’s family. He would have needed to have come from a completely different place and background for that to happen. Luckily the knowledge and information profession doesn’t have to go that far but it does have to adapt to accommodate new business models, technologies and expectations. SLA has shown that it is able and willing to assess the future, is sensitive to the present and is able to make changes that have long-term benefits. So a name change – or adaptation will have real substance behind it.
Darron Chapman
Managing Director TFPL
Comments