Getting the Message Out

My last post was generated from an article in Men's Health magazine, and the importance of libraries. Well, when I returned from vacation - writer Kyle Western had shot me an article he came across on CNet: Steal this book? Don't bother

The lead sentence in the article: When it comes to outsmarting the content establishment, your library may be your best accomplice.

So, the questions, how do libraries maximize and deliver their message in a content cluttered environment? Who, not what, is our PR machine?