Aimed at consultants and those responsible for the development of school library media programs, this paper outlines the functions of school library media personnel, with emphasis on their instructional role and their role as agents of societal change. A discussion of entry-level competencies which should be required for school library media specialists covers eight areas, including the relation of library media programs to instructional systems; the administration of library media programs; the selection, organization, utilization, and production of library media; research; and leadership and professionalism. The educational preparation of media specialists in relation to these eight areas of competency is then discusssed. A model of the instructional function of the school media specialist is presented which shows the interaction between teachers and media specialists. There is also a review of research into the instructional role of media specialists. A checklist of national, state, and local planning considerations for library media growth provides extensive recommendations for implementation and possible activities of district or regional media service centers and the provision of consultative services and staff development activities. Also provided are recommendations on the locus of ultimate responsibility for library media programs, relations to library professional associations, government legislation, funding, certification standards, public relations, combination of school and public libraries, cooperation between teachers and media specialists, and related areas. (ESR)