Kompetens som lockbete

The aim of this study is to explore if and how library managers market their competence in communication with local politicians. It is also our aim to find a definition of the competence of librarians. The report identifies and describes problems and possibilitieswith marketing of competence to politicians on the basis of one Swedish municipality's library managers. In order to fulfil this aim we have used a literature study on marketing, competence, the political process and the librarian profession. We have alsocarried out an empirical study where we interviewed ten library managers in onemunicipality, seven politicians in the same municipality and ten representatives for central professional organisations mainly in Sweden.The results are that most library managers don't market their competence because they don?t believe in marketing competence. We have also found that a useful definition of librarian competence is missing. The central representatives find it important tomarket librarian competence. The library managers don't think that politicians are interested to know about their competence, but on the contrary the politicians do want to know about librarians competence. Some of the central organisations offer strategies on how to market librarians' competence to politicians, but only one of the library managers knew about it.Our conclusions are that if the ideas of the central representatives are to take root in library managers, the central representatives must use internal marketing. Librarians must define and market their own competence in order to bridge the gap between what politicians believe that librarians do and what librarians actually do. Finally theinformation about strategies that central organisations offer don't reach the library managers.

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