There’s no question that things have gotten wicked these days. It’s hard not to be fearful and stressed, but that way takes the joy out of what we do. We know our students and teachers need us to be our best. How can we deal with the climate we face?

We are leaders. We don’t react; we act. It’s time to generate positive PR about school libraries and school librarians. And what better way to do it than to tap into the popular (see what I did there?) movie Wicked to inspire us and bring some levity to a serious challenge.

Kim Marcus guides you through the process in her article, 5 PR Lessons From Wicked and Its Most Iconic Characters. Laugh a little as you apply their route to success into your world.

Elphaba: Own Your Narrative – This is one we must develop. Like Elphaba, we have often been unfairly cast in the role of villain. Markus says, “Be proactive in telling your story.” We are good at tech and story. Be creative in using video, well-designed infographics, and other tools of our trade to show what kids are learning and doing.  Design a logo and tagline if you haven’t done so yet and look for ways to get it out to your school community and the larger one that doesn’t understand the depth of complexity of what a librarian’ s job is.

Glinda: Embrace What Makes You Extraordinary – Glinda knows all about how to be popular and win others over. We know how to connect learning to life and life to learning. We know how to find the “just-right” book for a kid and the most helpful tech resources to power a teacher’s lesson. Take in your strengths and use them to send your message out to the communities you serve.

The Wizard: Avoid Misleading Narratives – We aren’t the ones using smoke and mirrors to send out the misleading and fictitious narratives, but we do need to counter it. For these PR techniques, this means being mindful of avoiding the pitfall of “not statements.” Never say what we don’t do. Thinking we are countering that message by denying it, we are in fact reinforcing it. People tend to blank out the “not’s” when recalling points made.

Madame Morrible: The Power of Influence – The best way to deliver your message is to have someone else say it. Advocacy is always the key. Students’ showing their projects created through using the library and commenting on what the library means to them are your first best influencers. They tell teachers and parents who speak more often to administrators. Those fanning the campaigns against school librarians claim students are being damaged. Let your students show their successes and growth.

The Townsfolk: Build Word-of-Mouth Trust – Marcus points out it was the townsfolk who spread the lies about Elphaba. Our townsfolk, or a vocal section of them, are doing the same to us. Make a point of getting out into your community. Go to and use local businesses. Mention as if in passing that you are the librarian at the school. Make positive comments about the business. In other word, build a relationship. Look for opportunities to help them with a tech issue and/or find information they need.

It is definitely time to defy the gravity of negativity pulling us down. Tap into these lessons from Wicked. Because every librarian deserves the chance to fly.