Although a popular focus for librarians, advocacy is often misunderstood and rarely evaluated. It is not publicity, public relations, messaging, marketing, or lobbying alone. It is a planned, deliberate, and sustained effort to develop understanding and support incrementally over time. Greatest success comes through positive relationships, employing proven strategies for social influence — consistency and commitment, reciprocation, authority, liking, social proof, and scarcity.
Available at: http://works.bepress.com/ken_haycock/50/