The American Association of School Librarians (AASL) supports the development by media specialists of the competencies and skills they need, whether derived from training in general and professional education, or from media specialization. The "Certification Model for Professional School Media Personnel," developed and designed by an AASL committee and media professionals, provides direction in the development of state and regional certification guidelines. Three areas considered in the model are: (1) planning state certification design, (2) candidate assessment process; and (3) competencies. The seven areas of competence include: (1) relation of media to instructional systems, (2) administration of media programs, (3) selection, utilization, and production of media, and (4) research and evaluation. The model emphasizes continual professional growth and media staff development, accomplished through continuous evaluation and change of instructional and media activities and academic programs. (KP)