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Effective communication is at the heart of strong public library service, yet it can be a tricky skill given the many audiences and messages a library needs to convey. This four-part WebJunction series will explore practical strategies for connecting with clarity and confidence. In this first article, we’ll start with foundational tips that can strengthen any message, no matter your role or audience.

Six foundational tips for effective communication

In our world of information overload, it can be difficult to cut through the noise and effectively connect with library users and stakeholders on important messaging. Whether you're promoting a new program or event, providing statements of library value to board members or voters, connecting with potential partners about a new community initiative, or answering a patron's email, this short list of suggestions can help set you up for success to communicate clearly and effectively to all the audiences that libraries reach. 

1. Identify the primary goal for your communication.

It can help to answer these questions: Who am I talking to and why? What do I want them to do as a result of this communication? What will make them want to do that? Having clear answers to these three questions can help focus the messaging of your communication.  

2. Be concise.  

Read and reread your communication before you deliver it, and try to reduce the number of words. Focus on the critical message and avoid burying the lead. Sometimes, in a desire to be descriptive, we go overboard and add flowery language that obscures the message.

Here are two examples of similar messaging for a beginner knitting program that are concise yet warm and inviting, capturing your audience’s attention.

Example 1 leads with an inviting hook and quickly delivers the most important details. Short sentences and clear outcomes make it easy for readers to understand what the program is, who it’s for, and whether it’s right for them without losing warmth. 

Curious about knitting? Join us at the Greenville Branch for a hands-on beginner workshop for adults. You’ll learn essential skills like casting on and simple stitches—and leave ready to start projects like scarves or gifts. No experience needed. Save your spot today.

Example 2 leans into a friendly, expressive tone while keeping the message focused. Carefully chosen descriptive phrases add personality and appeal, but the core details remain easy to find, showing how voice and clarity can work together.

Discover the joy of knitting at the Greenville Branch. This beginner-friendly workshop for adults covers the basics—casting on, simple stitches, and getting comfortable with your tools—so you can confidently start your first project. Register today and enjoy a relaxing, creative experience.

3. Consider tone

Are you writing a blog post about new graphic novels? The tone will likely be informal and often personal. Are you formally announcing a new grant award? You might issue a press release that typically uses formal language, such as the Association of Rural and Small Libraries’ announcement for its Solo Librarian Research Project. Are you writing to thank a major sponsor for speaking at a recent fundraiser? The tone should reflect the type of relationship you have, which might mean a handwritten note mentioning how impactful the speech was. If you are corresponding with a vendor who is new to you, consider matching their tone. For example, if they’ve signed off as Sue even though their email address is Susan, and they included some friendly banter, you can match that informal tone in your response. 

4. Know your audience

Who will receive this communication, and what would you like them to do when they receive it? Is it informational? Is it a call to action? For example, this article from EveryLibrary provides relevant information that leads to a clear call to action to sign up to build voter support for libraries. How will your audience expect to receive this information? If you are trying to get more teens, an audience that many libraries struggle to attract, to access the library’s services, ask your teen volunteers or employees about where and how their peers are getting their information, and use that as you develop promotional communication.

5. Avoid jargon

Often, jargon excludes those unfamiliar with it and can be unnecessarily confusing unless clearly explained. For example, "interlibrary loan" may be unfamiliar to many people unless it is explained early and clearly in a communication. BC Libraries Cooperative suggests some plain language for some common library services. For example, “Book a Librarian” might be an odd concept for a user if the term “to book” isn’t understood to mean “to reserve or request.” A plainer language option would be “Ask a Librarian.” 

6. Make it easy for the reader

In the same spirit as avoiding jargon, make it easy for the reader to understand or act on what you are communicating. Think of trying to create as frictionless an experience as possible. In a recent email correspondence with my local public library about study guides for a language placement test, the staff person replied with a bulleted list of hyperlinked options and commentary. For example, “And just FYI, we do have a few resources besides books - the most useful ones in my opinion are Mango Languages, which is kind of a Duolingo-style online learning tool, and Tutor.com, where you can get access to one-on-one help, including speaking practice (which is hard to get otherwise!). Both of those resources can be found on this [linked] page.” This staff person gave me a variety of easily accessed options that directly answered my question and included information to help me decide.