Now that you have developed powerful, engaging, attention-worthy messages for those you wish to engage with it is time to decide how to deliver and amplify the message. There are many channels through which messages can be spread and not all are appropriate for all communications and user groups. Different channels suit different audiences and may need to be adapted for specific groups.

Be aware that users and other stakeholders receive messages from you even if you are unaware that you are sending them. For example, the physical condition and layout of your buildings either attracts or repels potential visitors. Compare an airy, bright, colourful and exciting children's area of a school library placed at the centre of the school with a grey-walled, small, windowless library hidden away off the main corridor in another school. It is difficult to be engaging with the unattractive. What implicit messages is your physical library or online presence saying about the service? Furthermore, if the staff don't deliver the library promises made through the library's messaging their behaviour is likely to derail potential engagement. Perhaps worse, even if the library is delivering its promises but only slowly, by a surly, unfriendly, discourteous staff, this may constrain significant engagement regardless of the quality of your stock or buildings.

Promotional library messages can be delivered by:

• ■ word of mouth

• ■ champions

• ■ profiles of users

• ■ events and presentations, training sessions, talks

• ■ outreach and advocacy activities

• ■ telephone conversations.

Interactive non-digital approaches may be used:

• ■ reading campaigns

• ■ competitions and quizzes within the library.

These are some traditional media used to promote library messages:

• ■ radio, TV, press local and national, professional journals

• ■ print advertisements

• ■ leaflet drops

• ■ posters

• ■ brochures

• ■ annual report

• ■ magazine articles

• ■ newsletters.

Messages can be promoted within libraries physically and digitally, using:

• ■ display

• ■ signs

• ■ buttons and badges

• ■ library guides

• ■ profiles of library staff

• ■ library tours

• ■ messages on promotional items such as pens and bookmarks

• ■ kiosks

• ■ social media posts

• ■ website

• ■ apps

• ■ blogs

• ■ podcasts

• ■ e-mail

• ■ video.