Show Your True Colours: devising advocacy for an institutional repository

Abstract

A practical approach to institutional repository (IR) advocacy is described and\ra model for sustained, effective advocacy is outlined. The key steps are\rdiscussed with reference to examples implemented in connection with research\rIRs. The importance of understanding institutional cultures and drivers and\raligning the strategy to these is discussed.The need to develop an advocacy\rmessage promoting the benefits of the IR which addresses identified barriers\rto engagement is highlighted. The implementation of an advocacy strategy\rthrough an operational plan which includes a marketing campaign is described.\rThe methodology concludes with suggestions for quantitative and qualitative\revaluation and review of the effectiveness of the strategy.