The quiet revolution: reference services in public libraries.

An exploration, using interviews with Victorian practitioners, of current and emerging issues for reference services in public libraries in the context of the internet, the wide range of resources and formats now provided in them, and changing user expectations

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The following OED definitions manifestly, regardless of any general perceptions, no longer reflect the role of a librarian, or what a library is today.

   Librarian: n. somebody who works in or who is in charge of a library.
   Formed from the Latin librarius (see Library) literally `of books' also
   `scribe' somebody concemed with books

   Library n. 1. a collection of books for reading or borrowing. 2. a room or
   building where these are kept 3. a series of books issued in similar
   bindings

   Reference n. 1. a direction to a book (or a passage in it) where
   information can be found 2. the act of looking up a passage, or of
   referring a person to information- Reference Library or Room, one providing
   books that may be consulted but not taken away

Those definitions may still be reflected in perceptions within society about what a librarian does in the library. In the past, the role of reference librarians was clear by their title. They would refer the user to a specific reference book within the walls of the library to assist in answering a question.

The internet has changed perceptions and expectations. Reference services in public libraries--all libraries--have had to respond quickly as the multilane information freeway has expanded, together with the enthusiasm and expectations of users. The traditional pathways to finding answers to questions have altered course, to the point where the information flow is so vast that the first job of reference librarians is to select, untangle and draw out relevant information into an understandable format.

As McCullagh has stated

   Reference librarians face the challenge of sifting through the myriad of
   information, to provide fast and convenient access to the best available
   resources. By combining them with the library's collections customers can
   have a seamless interface to all available information, regardless of
   format, to assist their learning and research process. (1)

It is against this backdrop that a number of Victorian reference librarians working at the forefront of these changes were interviewed. I wanted to find out how they are responding. What are the issues emerging from the electronic explosion? Is it now time to reassess what the role of a reference librarian is? Are we responding adequately to user expectations, given the increasing focus on developing information literate citizens?

One interviewee, Jill Watson, the Information Services Librarian at Bayside Libraries in Melbourne, observed

   We mightn't be asked as many questions, but we now have evidence of the
   complexity and time spent on these questions. These enquiries must be
   quantified and included in our reference statistics in order to reflect
   such changes.

   We must measure how many online hits we are getting on our webpage and the
   online databases we provide and capture the `virtual' patrons and add these
   enquiries to our statistics.

Charles McClure, director of Information Use Management at Florida State University makes a related point in relation to electronic reference

   As traditional statistics for circulation and inhouse reference decline,
   libraries underreport their electronic activity, because they can't count
   effectively what they do in the networked environment. (2)

This is an important aspect of electronic reference which librarians must quantify on a regular basis to identify from where enquiries are coming, and how the skills and time of librarians are Ring used. Without this data they cannot illustrate what users are searching for, and how they should be responding in terms of collection development. Without those kinds of statistics and explanations of the electronic activity, it will appear that enquiries are declining, when they may well be increasing.

Jill Watson continued

   We need to speak up for ourselves, redefine and document what our skills
   are. People may have access to the internet, but we are the professionals.
   We can sort through the online maze with our knowledge and skills and
   decipher what type of information, search engine or web site is going to
   assist the user. Each time we utilise these skills we are providing a
   customised information service which is certainly value added.

She illustrated her point with a recent example. A user wanted information on child abuse from the internet. The search had resulted in 200,000 hits. Jill's response was, if the users come to us, we can assist them in the selection process and draw out both current and authoritative information from the preferred resource.

Jill also noted that an increasing number of tertiary students are using their public library as a reference resource. She considered that there may be two reasons for this trend. These students may be unaware of the research tools in the university libraries, which points to the need for consistent user education sessions. The other reason is the ease of access to the range of electronic products now available from the local library. This allows the student be more flexible about where they go to extend their knowledge.

When Jill is responding to a reference question, does she use an electronic resource in preference to print?

   It really depends on the type of question. With an enquiry such as `Who do
   I contact regarding an ISBN for a book I am self publishing?' You could go
   straight to Australian books in print on the reference shelves. Whereas for
   `Could I have some information on some Ann Rule books?' I would locate the
   authors' webpage or book reviews via publishers websites.

Brandt McCook, Collections Coordinator of the Port Philip Library Service said

   The amount of questions may have declined due to people having internet at
   home, but it makes our role as librarian more important. Expectations are a
   lot higher now. Users are becoming quite savvy about access to electronic
   resources.

Annette Forde, Information Librarian at StonningtonLibraries extended these comments

   The types of questions are changing and users are wanting to choose the
   information resource for the answer, such as a specific web address. Then
   they can continue the search at the library or at home. We are getting
   fewer questions because people are finding the answers from home online.

   The need for more staff training has become a top priority if we are to
   continue to provide an excellent reference service. Users are using us more
   now as a springboard for our online databases, advisers in regards to
   useful websites as well as our troubleshooting role with computers.

These discussions confirm that the reality for librarians is that the profession has become multifaceted. Librarians have the daily challenge of understanding new electronic resources. Their gained expertise demands that they provide seamless interpretation of the information overload.

The reference interview

The reference interview is not the tidy interface of four steps as listed in the text books. Instead, the user may specify the search engine or database they want librarians to use. From home, library or work they have done the foundation research and seek further advice.

Librarians are not limited by the physical structure or holdings within the library anymore. As they offer face to face reference, virtual reference, real time virtual reference or roving reference, the parameters for what they do are shifting.

Kristina Purcell and Mary McCormick are the Branch Coordinator and Manager of Information Services at Kingston Library Services.

Kristina commented that

   The reference interview has changed. Users will come in with a question
   after having searched the internet first, either at home, in the library or
   their workplace. We, as information managers must enquire about the search
   strategy they used and what they found.

   So we really have to restructure the reference interview. Questions for
   school projects are still more effectively answered in the traditional way,
   and quite often the teachers will insist the students not use the internet
   for their research.

Mary observed that

   The internet and electronic databases have certainly broadened the range of
   questions received. We no longer need to redirect people to a special
   library for the information as it can generally be found via the electronic
   gateway.

   The technology has immediately added value to the library service and has
   altered the perception of what the local library can offer. No longer is
   the academic magazine going to be the first port of call for research. This
   has impacted on the provision of user education by library staff and
   information literacy.

   Upper primary students are now expected to find information with more
   specific detail, the catalogue is still one of the primary resources for
   reference as people like to browse print material in order to gain
   groundwork on the subject. If our library holds nothing on the catalogue we
   go to the internet. This is a good example of the added value of staff
   knowing the collection.

Change verses comfort

Another consequence of electronic resources has been an increased need for staff training. All of the librarians interviewed believed good training for their staff was critical if they were serious about providing excellent reference service.

Glenda Daff, the Information Services Librarian of the Frankston Library Service said

   We look for staff with an ongoing self education ethic because of the rate
   of change occurring in the information field. Information staff need to be
   able to embrace the concept of lifelong learning and want to participate in
   the journey of learning and finding information for our users. There needs
   to be a lifelong love of learning, not being afraid to tackle new things.
   To continue stretching yourself, and not be afraid of change.

Glenda believes that the technology has enabled both librarian and user to become participants in this journey.

Jill Watson asserted that

   Staff must be open to change and not be resistant to try new technology and
   electronic products. Without this attitude shift, the library would be
   lagging behind in the provision of a relevant information service. We can
   fulfil a spectrum of questions now and we need to make sure staff are
   confident to use a range of tools. As part of this process we must convince
   reference staff to look critically at our traditional print resources.

   We may be spending money on what we think the public need. But we're here
   to respond to what the patrons want. They're coming to us for help and we
   are pointing them in the right direction.

Annette Forde commented

   There is a much greater need to play an educating role for the users, due
   to the technology. Knowing the kinds of information you are going to find
   in certain databases, which comes down to experience and training.

Brandt McCook responded with the observation that

   New technology has given the librarian the ability to create and influence
   the way we provide our service. Our webpage is essentially the online face
   of the library service. If you like, it is our fifth branch. The new
   formats for information have initiated the need for behavioural change from
   the viewpoint of the information librarian and the users. There is
   increasing pressure now to inform our borrowers about what they can do and
   find with such resources.

   They can ask more us now, but we need to create that awareness. The
   electronic resources also help to justify how we deploy our resources and
   it is very cost effective as the smaller branches immediately increase
   their capacity to offer relevant services. So staff have to also be
   constantly up to the date with the technology and able to communicate this
   successfully to our users.

   Some users only want answers in book form, others are now making choices
   about other formats they want the information in, particularly in the
   bibliographic area as people have greater access to other library holdings.
   Some users who are very comfortable with the technology will draw on all of
   its aspects in order to satisfy their enquiry.

   The librarian's role is to synthesise all information whether it be print
   or electronic and draw in different groups of users. You have to change the
   mindset of colleagues who are reluctant to change, or are precious about
   print materials. Once they understand the broad scope of information they
   become increasingly excited about the possibilities.

Reference area design

Each interviewee was asked whether they had redesigned the floor plan of the reference areas in the libraries.

Glenda explained that there are now high benches upon which large reference books can be consulted with ease. She noted that there had been an increased usage of the collection, due to an ability to use and refer to the collection more readily.

   The reference shelves were also pushed apart so the walkway is wider. The
   reference desk has been rezoned so it is closer to the collection. A coffee
   table with comfortable chairs has been provided in the reference area for a
   more relaxed approach to research. A complete Reference Concept has been
   created which welcomes the user to the area and encourages usage. A
   successful spin off from this new plan has been the introduction of the
   roving librarian which has been conducted for the last eighteen months.
   Librarians are rostered on a shift to rove around the library and be
   proactive in assisting users.

Jill Watson has now brought the business information collection and the corporate collection next to the reference collection. The shelves have been `opened outward for easy access and we are now displaying new reference on a spare bay'. She also observed

   Five minutes after the display was put out two items were being used.
   Business was near the videos, which didn't work at all. The reference desk
   has been moved next to this collection to give easier access for both
   librarian and user.

Annette Forde has also embraced the roving librarian concept at Stonnington Public Library Service.

   Our floor plan in the reference area has new high benches for the print
   items. We can now see people who may be looking puzzled and need
   assistance. We have been trialing this for the last twelve months and the
   results have been very positive. We have found that people are happy to be
   asked if they need help with either the print or electronic resources.

Virtual verses print

As in other libraries, the general trend in public libraries is that print reference collections are being reduced due to the ease of access to electronic information, and the longer term cost effectiveness of this approach. Brandt McCook has responded to the trend of increased electronic technology by splitting the reference budget between print and electronic resources.

   The focus is now towards online products because they are increasingly
   seamless, more current and reliable than cdrom products. The use of online
   resources has really expanded our capacity to deliver in a much more high
   quality service. Our level of accessibility to go beyond just being based
   within a physical location.

   We need to change user perception of what is available at the public
   library. There is the potential to draw upon parts of the community and
   tailor the library service for them, make the library a meaningful place.

Brandt did emphasise the point that the print encyclopedias will continue to be a part of the reference collection, as they are always accessible to a range of people. As a result the floor design is smaller due to the move toward electronic resources.

According to Annette Forde

   Smaller is better, smarter. It's important to show the collection in a
   clever way, to show patrons their tax dollar at work, in the way we display
   items, like a bookshop. I have had incredible success with the new
   reference display, just as you walk into the library. The reference display
   stand has had a great response in the past year. As I create more space in
   the reference area, I am able to create more outward display shelving,
   which can serve to market the collection.

Mary and Kristina, from Kingston Library Service, confirmed Annette's opinion. They believe the print reference collections will become smaller in the near future with the growing influence of electronic resources, and this will serve to extend the library service beyond what it holds in the collections. They pointed out that `change in the size of collections will also be dictated by the costs and the politics behind what the users want in the community'.

Web reference

Bayside Libraries have decided to put some of their reference resources into setting up an Ask a Librarian link on their web page. Jill Watson made some interesting observations.

   We have assigned one librarian for this task. Doing email reference is more
   time consuming than face to face. The librarians have found they spend a
   lot more time on seeking answers. It is not cost affective at this stage
   but it is more important that we are participating in the new technology.
   It opens up your mind and confirms what our skills are. The library is not
   really open for a long time, so this service opens the library to the 24/7
   access.

Annette Forde has attended meetings and seminars on the pros and cons of virtual reference, but has decided for the moment the highest priority is to provide an excellent reference service to the users coming through the door. Brandt McCook had a similar viewpoint.

What's in a name?

From the interviews it seems that the title Librarian is inadequate. It no longer reflects the tasks they perform. Unless perceptions from within the library profession and our users can be altered, should we rethink the title? Each librarian was asked to consider a change.

Jill Watson said

   We're information specialists, information providers, we are no longer
   reference people. Reference, the term itself means that you're referring to
   something. Now we're not just referring to a collection of books that stay
   in the library and can't go out anymore. We are referring to the whole
   information explosion and the whole gamut of resources that are now
   available. So its information overall. The amount of information that we
   have to digest and ingest is enormous. I am big on the `information
   specialist'.

Annette Forde commented

   I'm proud of title Librarian but people outside the industry have
   preconceived ideas about the old school librarian. More and more we're
   having to use electronic resources and play an advisory, teaching role.

Librarians at Kingston were also proud of the term Librarian and all of the skills it does now encompass.

   People are recognising that we are information specialists as they
   specifically come in to ask assistance on all electronic applications,
   internet, email, databases, computer programs. Also the counselling aspect
   of the job is very important that is, the whole interaction going on
   between user and librarian.

Brandt McCook has a friend who catalogues internet sites.

   They have been given the title Webrarians and they are following the
   library model in their work, while we're trying to put it aside. The term
   information professional could reflect more closely what we do, but there
   is also a baggage of perceptions, particularly of libraries. People are
   still saying `don't change' and yet they are increasingly reliant on the
   electronic resources.

Prue Mercer observed that

   Reference librarianship and librarians have adapted to electronic resources
   and are addressing the accompanying changing expectations from their users
   ... The advance of information technology and the internet has altered the
   attitudes and expectations of library users. As a consequence this calls
   for changes to the location/specific reference service model. Reference
   librarians will have to adapt and learn new skills to remain viable in an
   environment of multiple points of need. (3)

Her comments really reflect what is occurring in the library field at the moment. From the interviews with reference librarians in Melbourne metropolitan libraries there is an acute awareness of new technologies and how they are impacting on their roles. The difficulties seem to arise in the day to day realities of running local council libraries. There are financial constraints, old buildings unsuitable for electronic technology, pay scales and job descriptions which do not reflect the daily call on public libraries.

There are also differing views within the profession about what a library should be. How big a role should technology play within the public library? These views or conflicts are so far unresolved, which is thwarting the ability of the profession to move forward with clear goals for a dynamic service.

Burke, in The future of librarians in the virtual library environment, takes Mercer's points a step further. She concludes

   The virtual library environment requires a new technical set of
   competencies for librarians which were not previously required. Skills such
   as creating webpages, building and maintaining computer networks, designing
   search interfaces are sought after in today's library employment market.
   (4)

This is one of the dilemmas with which library professionals must grapple. Who do they become? Webmasters, computer technicians, computer programmers or cyber reference models or common or garden librarians who offer wonderful user service?

They need to tease out what the most important aspects of the profession are. Do they look back at those traditional definitions, and build the new foundations? At the end of the day, if they do not have users coming through the library doors wanting information, encouraging their children to read, students wanting to study or someone wanting to read a good mystery, their future will be in question. Sometimes when there has been great change, conflict arises and the issues surrounding this change become obscured. It is then time to stop and look back at why that service or place had existed successfully for so long.

Sara Weissman wrote a thought provoking letter to the 2001 Alia Raiss conference after 11 September, which I shall leave you with.

   I would beseech anyone running an electronic reference service to be sure
   that their cybrarians spend half their time working with people, in person,
   across a desk. Human need and enquiry is not customer service.
   Cyberconverse can blunt sensibility. Helping a blushing 70 year old
   gentleman research whether or not he will have a sex life after his
   prostrate surgery is an emphatic reminder we are dealing with human beings,
   not bits and bytes. (5)

Referenees

(1) McCullagh, L Reference librarians: survival strategies in a digital age Alia Raiss conference paper 1999

(2) McClure, C Digital reference needs metrics Library journal vol 126 12/1/2001 p16

(3) Mcrcer, P Reference--the first and last frontier: reference librarianship, change and challenge Alia Raiss Revelling in reference conference 2001 paper p4

(4) Burke, L The future of librarians in the virtual library environment Australian library journal February 2002

(5) Weissman, S Letter to Alia Raiss Revelling in reference conference 2001

Anne Armstrong is a reference services/customer service librarian at Monash City Libraries, Victoria. Her previous positions have included reference librarian in the State Library of Victoria, information librarian with the Council of Adult Education and a film researcher for, among other films, Crocodile Dundee III. Address: 18 Nicol Street Highett 3190 Tel[phone] [e-mail]

Anne Armstrong Reference Services Librarian Monash City Libraries Victoria Received May 2001