Yesterday the SLA announced that the proposed new name for the SLA is Association for Strategic Knowledge Professionals (ASKPro). There was some real member activity on the sla-dite mailing list this morning, so I thought I would take the time to write up my thoughts to add to the conversation. Below is the text of my contribution:

I have to say that when I read the editorial by Janice Lachance in the latest Information Outlook comparing promoting the association with selling fabric softener, I was worried. Now I see that I had every reason to be.

While I agree that the name change is necessary, and that it should not include references to librar* terms, Association of Strategic Knowledge Professionals is a poor choice for naming the association.

It is clear that the the terms were chosen (1) to use terms that test positively with decision-makers, and (2) form a nifty acronym. In other words, it was chosen to promote the SLA and the work of information professionals, and not to represent the membership.

"Strategic" appears to have been included to suggest value, but you can't promote something as valuable by simply slapping a label on it (unless you are selling fabric softener). In our case, you need to demonstrate how the activities of information professionals contribute to the attainment of organization objectives. You need to demonstrate it effectively and repeatedly, and you need to consistently link that performance to whatever name you choose to call yourself. Simply including "strategic" in the association name is unlikely to improve the recognition of information professionals. What is more likely is that it will suggest to decision-makers that information professionals in fact have a rather misguided understanding of how branding works.

I can understand wanting to include "knowledge" in the name. "Information" isn't seen to have much value to organizations. Despite having access to an abundance of information, they appear to be unable to derive much value from it. Just as data managers moved up the ladder to become information managers, we often see a movement from information up to knowledge. However, the fact remains that by and large what we work with is information. Yes, all librarians need to understand the role information plays in the creation, sharing, acquisition, and application of knowledge, but that does not make us knowledge professionals. That understanding is critical do providing information services to our clientele, but it does not define our area of expertise. We are information professionals, and there is nothing wrong with that! "Knowledge" as a concept is already overused and misused to such an extent that its effectiveness as a promotional tool is quite limited. It might have been effective a decade ago, but these days is more likely to be greeted with a raised, sceptical eyebrow than anything else.

As an acronym, ASKPro suggests a reference service or product, but not a professional association. It also suggests an association with libraries and librarians, something I though the SLA wants to move away from.

Association of Strategic Knowledge Professionals isn't likely to mean much to business and industry. As a branding effort it is too transparent to be effective and it likely to be more of a detriment to the association's alignment activities.

It is also questionable whether "strategic knowledge professional" will resonate with the SLA's membership. As others have suggested, if the SLA has to explain to its own *members* what the term means, there is a problem.

I think the SLA executive have to go back to the drawing board on this one. I'm concerned, however, that this one was even made public and put forward to membership. Going forward with a name change for a membership organization is a huge risk, and it is my opinion that the SLA executive has fumbled the ball on this one. We'll know for sure after the vote takes place.

While I will continue to support the SLA's efforts to being about a name change, you can be sure that I for one will be voting against Association of Strategic Knowledge Professionals as the future name of the organization.

Dare I say it? "Say No to ASKPro!"

(sorry...)