"For almost 100 years, SLA has served as the leading association representing special librarians and information specialists around the world. As SLA prepares for its second century of service, it does so amid sweeping technological changes that are not only reshaping the information industry, but redefining the role that the Association and the profession will play in the future.
The need to generate a sharper focus on the perceived value of the Association and the profession is even more pressing as SLA prepares for its centennial in 2009. This significant milestone provides a unique opportunity to establish a shared vision for the future and the role of information professionals in it.
To respond effectively, SLA has embarked on a thorough examination to bring clarity and unity to the core identity and values of the Association and the profession. We are working with a multidisciplinary team of research and communication professionals, led by the international communication firm, Fleishman-Hillard, and supported by futurist Andy Hines of Social Technologies and the information analytics firm, Outsell Inc.
This alignment project will not only help refine our current positioning in the marketplace, but provide a framework for discussing the inherent value in the profession and the Association in a clear, compelling and cohesive voice."
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