Last week, I had the honor of teaching a pre-conference workshop on library leadership and strategic communications at the 2026 ULC Annual Leadership Forum in Las Vegas. The theme — In Demand: The People and Power of Public Libraries — couldn’t have been more fitting for this group of amazing libraries.
Hosted in partnership with the Las Vegas-Clark County Library District, the Forum brought ULC members together for a high-energy, highly interactive gathering focused on relevance, library leadership, communication, staff strength, and community value. The program was built around bold conversations, practical strategy sessions, peer exchange, and short stories from the field — all designed to help participants return home with stronger language, deeper connections, and clear ideas they could use with their teams, boards, funders, partners, and communities.
My session, “More Than Marketing: How Strategic Communications Advances Library Mission and Community Trust,” was Wednesday, September 30. In the session, we explored how library leaders and communications professionals can work together to move beyond promoting programs and services toward strategic communication that advances organizational priorities and makes library impact more visible. We examined the connection between internal communication, organizational culture, external messaging, community trust, and impact — and talked about the warning signs, like silos and communication gaps, that can quietly undermine a library’s message.
And yes, we even did a library marketing mad lib! Participants worked through the questions that can transform a promotional request into a strategic communication opportunity — a favorite exercise that always gets people thinking about the difference between reacting to requests and communicating with intent.
Throughout the forum, I got to speak with library leaders from across the country, and it never ceases to amaze me how much libraries have evolved — and continue to evolve. I not only heard about the great work happening in communities around the U.S.; I also had the chance to attend the Member Reception and Tour at the West Las Vegas Library, and I was blown away by the beautiful space and its deep connection to the community and its history.
I also got to reconnect with colleagues from Charlotte Mecklenburg — always a highlight. It was a reminder that the Forum isn’t just about ideas; it’s about the people who carry them forward.
If you weren’t able to join us this year, I hope to see you at a future ULC gathering. And if you’re curious about how library marketing and strategic communications can help your library build trust and advance its mission, I’d love to talk.
