1. The Reference Process Process of answering a question Basic factors
Information – several formats
User – puts the question to a librarian
Reference librarian – interprets the question, identifies the source, with the user deciding whether it is the right source or not
Library 2.0, new term of libraries in the new wave of libraries web 2.0

2. Why is Reference Work Important?
Libraries have a variety of information for everyone in the community, but work especially hard to meet individual needs.
Libraries strive to provide equal, objective service for all patrons.
Libraries promote the value of information for problem-solving in everyday life or for entertainment and enlightenment.

3. Remote or Virtual Reference
"Virtual reference, also known as e-reference, is online reference service that assists patrons by placing answers to frequently asked questions (FAQs) on a library’s Web site, mounting selected reference tools, providing an address or Web form for library patrons to ask reference questions, and/or providing real-time assistance using chat or instant messaging software. Virtual reference can be provided by a single library or it can be a collaborative effort among many libraries. When the service is provided by a single library, the service offers 24/7 access, but not 24/7 response. When it is a collaborative effort among many libraries in different time zones, 24/7 response becomes possible."
[Virtual Reference. Richard W. Boss in PLA Tech Notes, posted December 30, 2004.]

4. Community Information Needs
Product evaluations. Before making a major purchase, it helps to know the quality and features of products.
Health. People need information on how to stay healthy and how to understand medical conditions they or their families have.
Government. People need to understand their own communities and the country, and know who their elected and appointed representatives are and how to contact them, so they can participate fully in making decisions.
How-to-do-it. It takes knowledge to repair cars, build swings, bake cakes.

5. Community Information Needs
Personal enrichment. People want to know words to poems or songs, locate travel guides, play games online, know the best Web sites for kids, or enjoy the paintings of a favorite artist.
Work. Business people need statistics, addresses, legal information; children (school work is their work) need help with assignments; individuals need advice on changing careers and obtaining better jobs.
School. School work requires information resources available in the library or guidance in locating the best Web homework sites.
Readers' advisory. Sometimes patrons want a good book to read. The readers’ advisory interview uses many of the same behaviors as the reference interview, approachability is the key.

6. Misconceptions About Libraries That Prevent User from Asking Questions
Lack of understanding limits questions
Patrons want help
Libraries can be confusing places!
Libraries can be virtually confusing places!

7. Steps in Discovering Real Information Needs
Make the patron feel comfortable.
Be approachable.
Be sensitive. You may need to go with the patron to a quiet place away from other patrons.
Assure confidentiality of remote reference. Let patrons know the measures taken to ensure confidentiality for virtual reference.

8. Reasons Why Users Don’t Express Information Needs
Lack of education.
Physical handicap.
Lack of understanding of the English language.
Lack of knowledge of subject.
Lack of skills or resources necessary to participate in remote reference services.

9. Need for a Reference Process
More than answering questions
Filling the information gap
Major Point: Finding the underlying "gap" in knowledge or problem to be solved behind the patron's opening question is an ongoing process.

10. Steps of the Reference Process
Encouraging the patron to contact the library when there is an information need (outreach).
Finding out what the real information need is (the reference interview).
Finding the information that will meet the need (reference search).
Making sure the patron's need really has been met (follow-up).
Virtual Reference - the Same Process!
Major Point: Reference work is a process that includes mediation and follow-up.

11. Role of Public Service Staff
Public service staff carry out the reference process
Public service staff perform the mediation required to find and fill real information needs
They need competencies and skills to carry out these roles effectively

12. Competencies and Guidelines for Reference Services
Access: analyzing and responding to needs for information services and understanding how services are designed and organized.
Knowledge Base: staying aware of, applying, and sharing new concepts in the library and information services  environment.
Marketing/ Awareness/ Informing: evaluating services, communicating about them to others.
Collaboration: maintaining positive relationships with users, colleagues, within the library, and beyond.
Evaluation and Assessment of Resources and Services: Understanding user needs, information services trends, resources, methods of service delivery, common methods of access and interface, and knowledge of information service providers.

13. New Categories Added to Competencies and Guidelines for Reference Services as Behavioral Guidelines
General guidelines for any reference interaction.
In-person guidelines specific to face-to-face encounters.
Remote guidelines for reference encounters by telephone, , chat, etc., where traditional visual and non-verbal cues do not exist.

14. Guidelines for Behavioral Performance of Reference and Information Service Providers
Approachability
Interest
Listening / inquiring
Searching
Follow-up

15. Approachability
In order to have a successful reference transaction, patrons must be able to identify that a reference librarian is available to provide assistance and also must feel comfortable in going to that person for help. In remote environments, this also means placing contact information for chat, , telephone, and other services in prominent locations, to make them obvious and welcoming to patrons. Approachability behaviors, such as the initial verbal and non-verbal responses of the librarian, will set the tone for the entire communication process, and will influence the depth and level of interaction between the staff and the patrons. At this stage in the process, the behaviors exhibited by the staff member should serve to welcome the patrons and to place them at ease. The librarian's role in the communications process is to make the patrons feel comfortable in a situation that may be perceived as intimidating, risky, confusing, and overwhelming.

16. Interest Faces the patron when speaking and listening.
A successful librarian must demonstrate a high degree of interest in the reference transaction. While not every query will contain stimulating intellectual challenges, the librarian should be interested in each patron's informational need and should be committed to providing the most effective assistance. Librarians who demonstrate a high level of interest in the inquiries of their patrons will generate a higher level of satisfaction among users. To demonstrate interest, the librarian:
Faces the patron when speaking and listening.
Focuses attention on the patrons.

17. Listening / Inquiring
Communicates in a receptive, cordial, and encouraging manner.
Uses a tone of voice and/or written language appropriate to the nature of the transaction.
Allows the patrons to state fully their information need in their own words before responding.
Identifies the goals or objectives of the user’s research, when appropriate.
Rephrases the question or request and asks for confirmation to ensure that it is understood.
Seeks to clarify confusing terminology and avoids excessive jargon.

18. Listening / Inquiring
Uses open-ended questioning techniques to encourage patrons to expand on the request or present additional information. Some examples of such questions include:
Please tell me more about your topic.
What additional information can you give me?
How much information do you need?
Uses closed and/or clarifying questions to refine the search query. Some examples of clarifying questions are:
What have you already found?
What type of information do you need (books, articles, etc.)?
Do you need current or historical information?
Maintains objectivity and does not interject value judgments about subject matter or the nature of the question into the transaction.

19. Searching
Finds out what patrons have already tried, and encourages patrons to contribute ideas.
Constructs a competent and complete search strategy. This involves:
Selecting search terms that are most related to the information desired.
Verifying spelling and other possible factual errors in the original query.
Identifying sources appropriate to the patron's need that have the highest probability of containing information relevant to the patron's query.
Explains the search strategy and sequence to the patrons, as well as the sources to be used.

20. Searching
Attempts to conduct the search within the patrons’ allotted time frame.
Explains how to use sources when appropriate.
Works with the patrons to narrow or broaden the topic when too little or too much information is identified.
Asks the patrons if additional information is needed after an initial result is found.
Recognizes when to refer patrons to a more appropriate guide, database, library, librarian, or other resource.
Offers pointers, detailed search paths (including complete URLs), and names of resources used to find the answer, so that patrons can learn to answer similar questions on their own.

21. Follow-up
Asks patrons if their questions have been completely answered.
Encourages the patrons to return if they have further questions by making a statement such as “If you don’t find what you are looking for, please come back and we’ll try something else.”
Roving is an excellent technique for follow-up.
Consults other librarians or experts in the field when additional subject expertise is needed.
Makes patrons aware of other appropriate reference services ( , etc.).

22. Follow-up
Makes arrangements, when appropriate, with the patrons to research a question even after the reference transaction has been completed.
Refers the patrons to other sources or institutions when the query cannot be answered to the satisfaction of the patron.
Facilitates the process of referring patrons to another library or information agency through activities such as calling ahead, providing direction and instructions, and providing the library and the patrons with as much information as possible about the amount of information required, and sources already consulted.
Takes care not to end the reference interview prematurely